Small: Get past selling adjacency

Jay Small introduces us to Greg Sterling. Small calls the blog “a must-read for anyone following local search, directory and content businesses.” The introduction is part of Small’s post on the salient topic of new media advertising:

The space for ad messages online is cheap. Content adjacencies for ads online seem to add very little value compared to offline media. The distribution of ad messages online is cheap and getting cheaper. It’s hard to make money if that’s all you sell. Unfortunately, newspaper ad staffs are accustomed to selling space, adjacency and distribution. We must get past that.

I agree with Small that price points need not fall below sustainable levels, but the hard part is going to be to get there.

Follow the link above to Jay, read his post, then read Greg’s post.

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