However, I would posit my theory for your audience: Banners aren’t really the most appropriate fit for the news environment in many cases. And, frankly, neither are teeny little text ads that are pitching products.

When people are in news-gathering mode, give them news!

It’s the whole reason we built the Newsforce Network. We think that PR is actually a more appropriate set of “marketing” content in the online news channel.

Every major brander out there has a PR campaign, but efforts are largely focused on “earned media” services, trying to get editorial coverage from writers and editors of top news channels. All well and good, and awesome when you get the brass ring, but shouldn’t PR people be given the same opportunities for growth in the online space as the advertising industry is?

We’re pretty proud of building the first PR Network. This is the first time that PR professionals have been given the chance to control their press release messages directly to the people, through a fully transparent placement in premium online news.

And guess what? Readers like it…(gasp!) Who’da thunk it?

Now mind you, crappy PR is just as bad as crappy advertising, but in general our tests are showing eye gaze/engagement rates significantly above ad placements on a page, and nearly as much as true editorial.

So there. I think we’re on to something…

Would love to hear what other people are doing to push the envelope for awareness in the News space and in monetizing News publications. We need to save our great news media, which for all its warts and criticisms, is considered one of the finest group of journalists in the world.

Best regards,
Dana Todd, CMO
Newsforce, Inc.