Guiding media innovators toward solutions, around the world
Versión en español aquí. Many editors cringe when asked to be involved with sales and marketing. They feel it betrays ethical and editorial values to make a buck. But editors have product knowledge useful in sales, and they have a passion for their work that can inspire sponsors and advertisers to spend money on the site.Today editors […]
Read More »The biggest mistake that journalists make when they start an online news operation is that they don’t include marketing and technical people from the beginning.Journalists are pretty good at figuring out how to tell stories online but they haven’t a clue about how to generate enough income to survive. They don’t know how to sell […]
Read More »Versión en español aquí. Rick Edmonds of the Poynter Institute has the best early take on why Washington’s hyperlocal TBD.com failed. One of his points is that the operation started out too big, with 50 people. This number troubled me from the first announcement of the launch. Why wouldn’t they start with a smaller staff […]
Read More »Una versión en español se encuentra aquí. In a confrontation between Old and New Media in 2003, Mel Karmazin, CEO of Viacom, told the founders of Google that their advertising sales program was “messing with the magic” of sales. Google’s Adwords told advertisers exactly how many people were exposed to their ads and how many […]
Read More »