NONE: ONLINE-ADS>> Who Is Profiting from Ads Online?
ONLINE-ADS>> Who Is Profiting from Ads Online?
Rick Bruner (rick_at_x-summary.com)
Tue, 4 Aug 1998 08:45:29 -0500 (CDT)
Greetings O-Aers,
I know that several loyal readers of this list read at least Part I of my
article series "Evaluating Web Publishing Three Years Out: Will Online
Advertising Be Profitable for Many?" on my newsletter, Executive Summary. I
know this because our host Richard started a lively thread about it titled
"The math just doesn't work...Or does it?" I much regret that I didn't
weigh into that discussion, but I was at the time just launching my
newsletter and had tuned out from this list for few weeks and simply didn't
realize the discussion was taking place.
Those who read that essay and Part II on the same theme know that I laid
out a generally pessimistic vision of the future of ad-based online
publishing. Not to put too fine a point on it, I predict that most online
publishers who are depending primarily on ad revenue will fail because of
faulty assumptions in the economics of that business model. (To read the
original articles, see http://www.x-summary.com/trends )
I am now readying Part III in the series, where I plan to explore what
variations on the Web publishing model *can* work. My basic premise is that
Web publishers can be profitable if they A) have *very* low overhead and
content costs; B) are huge and have traffic on the order of the major
portals; C) have substantially diversified revenue steams beyond CPM ads.
I am now looking for examples of businesses that are making online
publishing work. I'm NOT interested in what are primarily e-commerce sites.
Rather, I want to hear only from or about online publishers. Is your site
breaking even or actually making a profit, or do you know a site that is?
If so, please drop me a line.
I'm happy to open this up for public discussion on this list, but if you'd
rather contact me directly, feel free at the email address or phone number
below. My deadline is fast approaching, so please get in touch in the
coming days.
Thanks,
Rick
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Rick E. Bruner, strategic Web marketing consultant
Author, "Net Results: Web Marketing That Works"
http://www.amazon.com/exec/obidos/ISBN=1568304145/executivesummaryA/
Editor, Executive Summary, http://www.x-summary.com info_at_x-summary.com
Free weekly Net marketing analysis, profiles, news and advice
rick_at_x-summary.com (415) 351-2489
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