Re: NYT/WSJ Staff cust | Online Adv. doesn't work

From: Rob Frankel <rob_at_robfrankel.com>
Date: Wed 18 Apr 2001 12:16:55 -0600

RAMON RAY <ramon_at_smallbiztechnology.com> WROTE:

>I read today in "NewsScan" that the WSJ and NYT are
>cutting staff because they can't make money with online
>advertising. Maybe I'm making things to simple. But is
>it not possible to make money with advertising,
>especially when large sites like the NYT, WSJ, MSNBC
>and etc have millions of users, with smaller staffs.


What's the big surprise? This is further evidence
that despite having money and technology, the big
element missing here is the marketing aspect, which is
what has killed and maimed al the dot bombs.

The big question this year is how to monetize your
throngs of subscribers and viewers. Cleraly,
advertising is not the way to do it -- by itself.
It's part of the mix. The other part is giing people
product that fits their needs.

I've run FrankelBiz for free for a couple of years.
Now, because I understand their needs, those same
subscribers pay to receive FrankelTips every week.
Real simple transition, for very simple reasons:

1. Coming from a strong brand, it's easier to spawn
branded products.
2. Because the brand is developed from the outside in",
it's driven by a combination of what the branded
community wants and what the brand has to offer.

In the end, it's about the brand and putting out what
they want to buy, rather than you have to sell.

Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
Big Time Branding: http://www.RobFrankel.com
The Book/Tapes: http://www.RevengeOfBrandX.com
FrankelBiz for FREE at: http://www.FrankelBiz.com
FrankelTips Weekly at: http://www.FrankelTips.com



Received on Wed Apr 18 2001 - 13:16:55 CDT