Difference between revisions of "Advisortising"
| Line 18: | Line 18: | ||
individual, differentiated users, deliver them a highly customized user | individual, differentiated users, deliver them a highly customized user | ||
experience and deliver them accurately to marketers with messages relevant | experience and deliver them accurately to marketers with messages relevant | ||
| − | to them.< | + | to them. |
| − | + | <br><br> | |
| − | + | A problem is -- Google and Facebook know this, and have thousands of | |
engineers working on achieving it. The **only** way the news industry | engineers working on achieving it. The **only** way the news industry | ||
remains a coherent industry is if it collaboratively works on this | remains a coherent industry is if it collaboratively works on this | ||
challenge, with or without tech partners. | challenge, with or without tech partners. | ||
| + | <br><br> | ||
That's why the [http://newshare.com/ite/report.pdf Information Trust Exchange] is at least necessary | That's why the [http://newshare.com/ite/report.pdf Information Trust Exchange] is at least necessary | ||
(although not necessarily sufficient) to the survival of the news | (although not necessarily sufficient) to the survival of the news | ||
| − | industry. | + | industry.</big> |
Revision as of 21:46, 15 February 2015
This page introduces the word "advisortising" -- a term coined by Bill Densmore in May 2011 to describe the future marketing beyond mass markets, when commercial messages must be in the form of personalized advice.
READ MORE:
Journalism is expensive, and mass-market Web advertising alone will not sustain it. Rather, news organizations must become adept at “advisor-tising” — in other words, offering a service that allows permission-based sharing of commercial messages with individual users based on their expressed interests and needs.
News organizations need to to come up with a
completely different revenue model to support third-party product and
service marketing -- "advisor-tising." No newspaper is ever going to make a business with $1M
CPMs the way Google and Facebook can. They won't have the audience size.
So they are going to have to slice and dice their audience down to
individual, differentiated users, deliver them a highly customized user
experience and deliver them accurately to marketers with messages relevant
to them.
A problem is -- Google and Facebook know this, and have thousands of
engineers working on achieving it. The **only** way the news industry
remains a coherent industry is if it collaboratively works on this
challenge, with or without tech partners.
That's why the Information Trust Exchange is at least necessary
(although not necessarily sufficient) to the survival of the news
industry.
