Entries from Lucas Grindley's blog | Exploring the new way for journalism tagged with 'Advertising'
'Blogatorial' bridges advertisers to the Web
Before the clock ran out at BostonNOW.com, our advertising sales staff was busy pitching this idea to advertisers. The response, when presented to the right advertiser, was enthusiastic. Feel free to copy the idea, which I've offered to people across...
Newspapers should have launched Google's 'Knol'
Google's new 'how to' site, called Knol, is something I've pitched to newspapers for the last four months during my job search. Now I'm sharing the plan with everyone. When I arrived at BostonNOW, one of the first programs I...
For Mark Cuban, hyperlocal is do or die
PRESSTIME asked: “Many newspaper sites have begun focusing on hyperlocal content. Do you think that approach will ultimately pay off? Billionaire and famed dance aficionado Mark Cuban got this answer right when he said, “They don’t have a choice. It’s...
Raising cover price hurts newspapers in long run
A warning for newspapers grasping at expense cuts: Be careful not to exacerbate the problem you’re trying to solve, which is declining advertising revenue. Shortfalls in advertising revenue are not solely an income problem. The revenue drop is first and...
Podcasts brought to you by advertisers, brought to you by advertisers, brought to you by advertisers
I’m all for advertising in podcasts, but don’t let the advertisers take over. A recent New York Times article reported on a new marketing group trying to create a standard way to get paid messages out via podcast. What will...
Alternatives to selling page views
With Nielsen sounding the death knell for page views as a valid measurement, the next question is what happens to advertising. Nielsen recently ditched page views in favor of counting only unique users and time spent. So let’s assume those...
Ad rates to climb sharply, so says me
Advertisers, prepare for rates to go up. And I’m not talking about in print. If newspapers respond to market demands, the amount of money it costs for a simple banner ad is about to jump dramatically. Just guessing on the...
RIP: Registration, and its database of lies
KnoxNews.com launched its new design with one important change: You don’t have to register to use it. Remember when everyone got all excited about the prospect of knowing exactly who uses their Web sites? Maybe it will help lure advertisers,...
Frequency key to video ads; Frequency key to video ads
Google is still working on its plan to launch advertising on YouTube’s video clips. Most sites use 30-second pre-roll ads, which still seem pretty darn annoying to me despite what some optimistic studies say. Perhaps the reason Google hasn’t followed...
Searching for revenues has no guaranteed finds
What follows is a word of caution about the ongoing love for search. Newspapers have long frustrated users with terrible search functions. Recent improvements using FAST and Planet Discover are long overdue. Google has proven contextual advertising around search results...
Google pays triple for Doubleclick
Beginning to contemplate how Google might leverage ownership of Doubleclick will quickly give you a brain cramp. Possibilities are endless. A story at washingtonpost.com focuses on how the combination could affect online advertising. "It has been our vision to make...
Video is new revenue . . . which means it's someone else's
Borrell Associates released a report about video advertising that offers an insightful take on what’s happening across the industry. In 2006, newspaper-run Web sites captured about $81 million in locally spent streaming-video advertising, while local TV broadcasters captured about $32...
Google newspaper ads are leads, very dangerous leads
For readers of this blog, it comes as no surprise that Google sold out its newspaper ad inventory. The real surprise is how few newspaper executives fail to understand the implications of using Google’s program. As I’ve warned, allowing advertisers...
Online ad rates could create market for competitors
Web sites are about to repeat a big mistake that newspapers once made, according to an article in the New York Times. When newspaper ad rates spiked, small advertisers had no place in which they could afford to advertise. So...
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