Adotas

Where media buyers start online

Featured Author

Seb Bishop is the President of MIVA, Inc. In addition, he serves as the company's Chief Marketing Officer, a position he has held since February 2005, and he has been a member of MIVA's board of directors since September 2004. Prior to joining MIVA, Seb was the co-founder of the award-winning Espotting Media. Along the way, he has picked up several new media/advertising accolades including Financial Times' "Top 50 Creative Businesses," Campaign Magazine's "A List" and Media Week's "30 Under 30".

More articles by Seb Bishop





Features

Redirecting the Paper Route: Why Publishers Face Extinction and How They Can Regain Control

Written on
Apr 13, 2006 
Author
Seb Bishop  |
Share
Redirecting the Paper Route: Why Publishers Face Extinction and How They Can Regain Control

With this in mind, how can publishers fight back? Publishers do have the choice to take back control by partnering with online advertising companies that are looking to help tap into new revenue streams without introducing the element of competitive threat. Unlike Google and Yahoo!, alternative partners are committed to monetizing a publisher’s brand and do not compromise this obligation by promoting its own branded destination search engine, competing portal or portfolio of services such as classified Ads.

As publishers begin seeking out these alternatives, they must search for a partner that delivers several key benefits, the first of which is control. For years, publishers could rely on a set of rules that ensured them complete control over their own financial destiny. With increasing movement to web-based advertising, those rules no longer apply. The result? A loss of control.

First and foremost, publishers must reverse this trend, reasserting control over revenue streams and, in the process, their own destiny. A partner that enables publishers to increase their own site traffic and attract online advertising revenues is key to regaining control. That partner must not have its own customer facing portal that competes for readership to serve its own best interests.

Second, publishers require choice, a key to future publisher success. While publishers may want to work with Google and Yahoo!, it is critical they have alternative options that do not act to the detriment of the publishers’ best interests. Central to that, once again, is a partner that is not interested in competing with publishers.

The third item is independence. For a solutions provider to offer publishers choice, it must be able to provide an offering independent from its own best interests. Publishers must search for solution providers that help them make money on their offering. However, this must occur independent of any compromised objectives that place the interests of the service provider ahead of those of the publisher.

The future of traditional publishers hinges on their ability to re-assert control over their destiny. For those which choose to keep a blind eye, we expect that consumers will continue to read headlines similar to Knight Ridder with other traditional players closing their doors. Now is the time to take a stand with partners who place the needs of the publisher first.





Reader Comments.

No comments yet

Leave a Comment

Add a comment

Pages: « previous page 1 2

Tags: and
Article Sponsor

More Features


  • Right now, at the beginning of 2012, what are you watching the most closely for its ad and marketing opportunities?

    View Results

    Loading ... Loading ...

Latest News

News Archive

Spotlight

Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...


Adotas Partnership