Washington Post: Growing with blogs
I’ve been trying to push media companies for a long time to expand their reach and targeting by putting together and selling ads on selected networks of blogs. The Washington Post is doing it; Steve Rubell does a good job of explaining what’s up. WKRN in Nashville, under the guidance of Terry Heaton and the leadership of Mike Sechrist did likewise sometime ago. Others are coming.
It is a win all around: The advertisers want someone to help them get into this strange world of blogs. The media organization wants to expand its reach and targeting (the Post — like every single newspaper, magazine, and online media company I know — needs more traffic and is thus seeking growth in technology, business, health, automotive and travel), establish a new relationship with the bloggeres, and make money along the way. The bloggers want to get money and promotion. A virtuous circle if there ever was one. Bravo to the Post.
Tags: Ad, newspapers, openads
August 18th, 2006 at 12:34 pm
Every news site is growing with blogs.
August 18th, 2006 at 3:11 pm
[...] Jeff Jarvis fasst den Einstieg von WP in diesen Bereich prima zusammen (in der Kürze liegt die Würze): It is a win all around: The advertisers want someone to help them get into this strange world of blogs. The media organization wants to expand its reach and targeting (the Post — like every single newspaper, magazine, and online media company I know — needs more traffic and is thus seeking growth in technology, business, health, automotive and travel), establish a new relationship with the bloggeres, and make money along the way. The bloggers want to get money and promotion. A virtuous circle if there ever was one. [...]
August 18th, 2006 at 5:02 pm
[...] Whenever a new advertising platform is launched I check out Jeff Jarvis’ blog because he’s tried them all and is a good judge of whether of not something will work. In this case, he’s very bullish, saying the combination of promotion and sales creates a “virtuous cycle”. [...]
August 18th, 2006 at 6:57 pm
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August 18th, 2006 at 7:37 pm
I wonder what their current ad customers would say by offering competitor’s ad on it’s ad network.
Too much of conflict of interests. This would never take off!!
August 18th, 2006 at 10:48 pm
Second the bravo Jeff. Bold and I feel will prove to be very smart.
August 19th, 2006 at 7:20 am
[...] Läs även: BuzzMachine: Washington Post: Growing with blogs Micro Persuasion: Washington Post Launches Blogroll Ad Network [...]
August 19th, 2006 at 7:38 am
[...] Lorsqu’une nouvelle plate-forme de publicité apparaît, il est intéressant de consulter le blog de Jeff Jarvis car il les essaye toutes et est très bon juge pour savoir si elle marchera ou non. Pour ce cas il est très optimiste, pensant que la combinaison de promotion et vente créé un « cercle vertueux ». [...]
August 19th, 2006 at 12:34 pm
[...] Perhaps only time will tell; but for now, two bloggers who know a thing or two about print media and online ad sales–Jeff Jarvis (Buzzmachine) and Michael Arrington (TechCrunch) sound pretty excited about the concept. [...]