NONE: Re: ONLINE-ADS>> Banner serving based on content of news...
Re: ONLINE-ADS>> Banner serving based on content of news...
Murfnbish_at_aol.com
Tue, 22 Sep 1998 05:47:53 -0500 (CDT)
Mark Welch wrote:
><< "Editorial adjacency" is a very sensitive issue to journalists,
> because it can create the impression that editorial content
> is being bought or dictated by advertisers. >>
Richard Hoy reponded:
><<Untrue. The precedent, in my opinion, is the editorial
>calendar. I simply see the idea I propose as a webified, and
>more advanced, version of the editorial calendar concept -
>where traditional publications plan issues on specific
>topics and then the ad sales team solicits advertising based
>on those topics. That has been going on for years in the
>off-line world.>>
Mark and Richard are both right. Editorial calendars do
alert advertisers to contextual opportunities, but what
actually is published within a given context--travel,
say--is closely held by the editors until the on-sale date.
However, the Web does raise an interesting question. Once a
newspaper or magazine is published, it's done with. Nothing
can be changed. The Web, of course, permits change as long
as the material remains accessible. A clever advertiser
could scan for appropriate opportunites long after edit is
initially posted. Would a publisher resist a hotel coming in
the door waving money for a position next to a travel piece
that extols the virtues of the hotel's market? Given the
archival nature of travel edit, it would seem like a smart
buy to me. It would be interesting to know whether many
sites have formal policies on this kind of transaction.
Personally, I don't know of any.
Patrick Murphy
Bishop Publishing Options
murfnbish_at_aol.com
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