Comments on: Big is over, portals are past http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/ by Jeff Jarvis Mon, 22 Mar 2010 08:57:08 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Foleeo Weblog » Inform Is The New Sell http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-360577 Foleeo Weblog » Inform Is The New Sell Sun, 23 Sep 2007 17:40:29 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-360577 [...] http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/ [...] [...] http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/ [...]

]]> By: Google hosts wire stories: Meh : William M. Hartnett http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-358755 Google hosts wire stories: Meh : William M. Hartnett Sat, 01 Sep 2007 07:04:29 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-358755 [...] Do newspaper sites’ inflated page view and other similarly simplistic audience aggregation stats, the only things likely to “take a hit” from the Google-AP deal, matter to anyone except the people who actually run newspapers? This is not print circulation we’re talking about here. Big is over. [...] [...] Do newspaper sites’ inflated page view and other similarly simplistic audience aggregation stats, the only things likely to “take a hit” from the Google-AP deal, matter to anyone except the people who actually run newspapers? This is not print circulation we’re talking about here. Big is over. [...]

]]> By: B is for Blog (By Bureau347) – Link-o-Rama #2 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357586 B is for Blog (By Bureau347) – Link-o-Rama #2 Wed, 22 Aug 2007 11:56:28 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357586 [...] Big is over, portals are past: If you buy 10,000 impressions, you can buy them on a big site or a bunch of small sites, it doesn’t matter. [...] [...] Big is over, portals are past: If you buy 10,000 impressions, you can buy them on a big site or a bunch of small sites, it doesn’t matter. [...]

]]> By: links for 2007-08-22 : Blogging The News http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357555 links for 2007-08-22 : Blogging The News Wed, 22 Aug 2007 02:24:33 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357555 [...] Big is over, portals are past Just because a site has 100 million users, that doesn’t mean 10o million people see your ad. It’s not TV. Repeat: It’s not TV. (tags: publicité web) [...] [...] Big is over, portals are past Just because a site has 100 million users, that doesn’t mean 10o million people see your ad. It’s not TV. Repeat: It’s not TV. (tags: publicité web) [...]

]]> By: Joelle Kaufman http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357544 Joelle Kaufman Tue, 21 Aug 2007 21:34:57 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357544 It’s not that big is past – but rather that there’s a new definition of big. I agree that impressions and placement are what matter in an online ad buy. Maximizing each buy is important – making sure that every ad appears in front of a relevant audience, next to high quality content. An efficient, targeted vertical network buy is the most efficient way to aggregate a relevant audience, especially since the days where Web users stayed on the five major portals are past us (thank you Paolo). Adapting to Web fragmentation now requires traditional media companies to have a strategy to reach the long tail audience. Brand advertisers will continue to demand the control of a direct buy and it’s up to media companies or the entrepreneurs creating next generation media companies to meet that growing demand from brand advertisers through innovative aggregation strategies. It’s not that big is past – but rather that there’s a new definition of big. I agree that impressions and placement are what matter in an online ad buy. Maximizing each buy is important – making sure that every ad appears in front of a relevant audience, next to high quality content. An efficient, targeted vertical network buy is the most efficient way to aggregate a relevant audience, especially since the days where Web users stayed on the five major portals are past us (thank you Paolo).

Adapting to Web fragmentation now requires traditional media companies to have a strategy to reach the long tail audience. Brand advertisers will continue to demand the control of a direct buy and it’s up to media companies or the entrepreneurs creating next generation media companies to meet that growing demand from brand advertisers through innovative aggregation strategies.

]]> By: Mediarati:New Media News,Jobs,Events,Freelance Marketplace http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357538 Mediarati:New Media News,Jobs,Events,Freelance Marketplace Tue, 21 Aug 2007 19:16:35 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357538 [...] In its story about the latest failure of AOL to find a strategy, the Times repeats a bit of big-media conventional wisdom that should be abandoned: that big is where it’s at and portals are a winning strategy.  [Readmore…Buzzmachine] [...] [...] In its story about the latest failure of AOL to find a strategy, the Times repeats a bit of big-media conventional wisdom that should be abandoned: that big is where it’s at and portals are a winning strategy.  [Readmore…Buzzmachine] [...]

]]> By: Paolo http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357522 Paolo Tue, 21 Aug 2007 12:51:39 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357522 I couldn't agree more! I actually better prefer the Google approach (let's add on step by step new services = new ad space, outside of the old portal-frame). On an advertising perspective, I thing big on the Internet will mean more and more being able to aggregate the excellence of the niches, like Adify for instance is doing. But hey, AOL is going to launch its portal in Italy too (we didn't miss it to be sincere...) and its inventory will be sold by AdLink and not Advertising.com!? I couldn’t agree more! I actually better prefer the Google approach (let’s add on step by step new services = new ad space, outside of the old portal-frame).

On an advertising perspective, I thing big on the Internet will mean more and more being able to aggregate the excellence of the niches, like Adify for instance is doing.

But hey, AOL is going to launch its portal in Italy too (we didn’t miss it to be sincere…) and its inventory will be sold by AdLink and not Advertising.com!?

]]> By: Jens Lapinski http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357518 Jens Lapinski Tue, 21 Aug 2007 11:19:54 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357518 I agree with Jeff that size is actually not that important. What matters is that you offer your users something this is really compelling and preferably unique. This will cause users to visit your site, and visit your site over your competitors’ sites. I think the problem that AOL, Yahoo, MSN have is that they simply don't have unique and compelling content any more. Remind me: why should I actually go to AOL? What is there that I can't find somewhere else? What is so special and unique about it? Why should I make it my 'portal' to the Internet? The problem of the larger sites is that their content is becoming increasingly commoditized and that specialized sites offer better, more relevant content. This means that the larger sites’ content is becoming both less compelling and less unique and this is contributing to their ‘decline’. I agree with Jeff that size is actually not that important. What matters is that you offer your users something this is really compelling and preferably unique. This will cause users to visit your site, and visit your site over your competitors’ sites.

I think the problem that AOL, Yahoo, MSN have is that they simply don’t have unique and compelling content any more. Remind me: why should I actually go to AOL? What is there that I can’t find somewhere else? What is so special and unique about it? Why should I make it my ‘portal’ to the Internet?

The problem of the larger sites is that their content is becoming increasingly commoditized and that specialized sites offer better, more relevant content. This means that the larger sites’ content is becoming both less compelling and less unique and this is contributing to their ‘decline’.

]]> By: National Shoe Retailers Association » Blog Archive » Big is over, portals are past http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357517 National Shoe Retailers Association » Blog Archive » Big is over, portals are past Tue, 21 Aug 2007 11:19:11 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357517 [...] ] In its story about the latest failure of AOL to find a strategy, the Times repeats a bit of big-media conventional wisdom that should be abandoned: that big is where it’s at and portals are a winning strategy. The Times calls the failure of the AOL portal strategy a “quirk” when it should call this a lesson: The company’s challenges highlight one of the quirks of today’s Internet market. As advertising is moving from offline media to the Internet at a rapid clip, portals, which command some of the biggest audiences online, should be among the top beneficiaries. Instead, the travails of the mass market portals like AOL, as well as Yahoo and Microsoft, indicate a decline in power. Once and for all: The size of the site doesn’t matter to advertisers. Oh, yes, they still think its matters and for a time that’s still how they buy, by reflex. But get this straight: Just because a site has 100 million users, that doesn’t mean 10o million people see your ad. It’s not TV. Repeat: It’s not TV. The only people who will see your ad are the ones who see the page on which it appears. If you buy 10,000 impressions, aka eyeballs, you can buy them on a big site or a bunch of small sites, it doesn’t matter. Big brings no advantage other than convenience and it also brings some disadvantages like inefficiency and price. This is the essence of the change in the economic model of media. Post that on your wall and stare at it. (click here for original article) [...] [...] ] In its story about the latest failure of AOL to find a strategy, the Times repeats a bit of big-media conventional wisdom that should be abandoned: that big is where it’s at and portals are a winning strategy. The Times calls the failure of the AOL portal strategy a “quirk” when it should call this a lesson: The company’s challenges highlight one of the quirks of today’s Internet market. As advertising is moving from offline media to the Internet at a rapid clip, portals, which command some of the biggest audiences online, should be among the top beneficiaries. Instead, the travails of the mass market portals like AOL, as well as Yahoo and Microsoft, indicate a decline in power. Once and for all: The size of the site doesn’t matter to advertisers. Oh, yes, they still think its matters and for a time that’s still how they buy, by reflex. But get this straight: Just because a site has 100 million users, that doesn’t mean 10o million people see your ad. It’s not TV. Repeat: It’s not TV. The only people who will see your ad are the ones who see the page on which it appears. If you buy 10,000 impressions, aka eyeballs, you can buy them on a big site or a bunch of small sites, it doesn’t matter. Big brings no advantage other than convenience and it also brings some disadvantages like inefficiency and price. This is the essence of the change in the economic model of media. Post that on your wall and stare at it. (click here for original article) [...]

]]> By: Steve Boriss http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357499 Steve Boriss Tue, 21 Aug 2007 02:31:29 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357499 Right. What will matter increasingly is the ability of web sites to deliver relatively pure audiences of good sales prospects to specific advertisers. When that happens, online ads will be a lot more efficient (fewer wasted impressions) and a lot more effective (more finely tailored messages) than mass media ads ever were. In other words, the Internet promises superior value to advertisers. "Segmentation" will be the new "traffic." (Steve Boriss, <a href="http://www.thefutureofnews.com" rel="nofollow">The Future of News</a>) Right. What will matter increasingly is the ability of web sites to deliver relatively pure audiences of good sales prospects to specific advertisers. When that happens, online ads will be a lot more efficient (fewer wasted impressions) and a lot more effective (more finely tailored messages) than mass media ads ever were. In other words, the Internet promises superior value to advertisers. “Segmentation” will be the new “traffic.” (Steve Boriss, The Future of News)

]]> By: Portals not so hot? at Ghost of Midnight http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357480 Portals not so hot? at Ghost of Midnight Mon, 20 Aug 2007 20:49:02 +0000 http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/#comment-357480 [...] Jarvis takes the New York Times to task today for an article that suggests AOL’s struggles as an internet portal are a [...] [...] Jarvis takes the New York Times to task today for an article that suggests AOL’s struggles as an internet portal are a [...]

]]>