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FutureNow Post
Friday, Feb. 2, 2007 at 3:37 am

More Profitable Online Publishing

By Bryan Eisenberg
February 2nd, 2007

Publishing’s strength has shifted from the media elite to the masses. It began in the late ’90s with sites like GeoCities. In 2005, we witnessed the explosive emergence of the blogosphere. And in 2006, video and social Web sites drew the attention.

Today, anyone with a browser and a digital camera can be a publisher.

This is hardly a groundbreaking revelation, but as our digital society evolves, publishers find themselves in seemingly new territory and asking new questions. One question from a friend who works for a major publisher got us thinking about the differences between merchandising and journalism:

In journalism, what’s the sales transaction?

To be a profitable journalist and publisher in today’s climate means overcoming the same hurdles as your counterparts in merchandising and marketing. It’s all about earning trust, credibility, interest, usability, and relevance. Just because you aren’t peddling a shiny new product or service doesn’t mean you don’t have to persuade. A sale certainly does take place.

The best way to think about the journalism sales transaction is to break it down into four significantly overlapping categories: journalist to reader, publisher to reader, publisher to advertiser, and advertiser to reader.

Continue reading my column at ClickZ…

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Comments (3)

  1. Meeting with Bryan and Jeffrey Eisenberg at FutureNow…

    I met with Bryan Eisenberg and Jeffrey Eisenberg at the offices of FutureNow, located in Red Hook, tonight; spent close to three hours looking at GrokDotCom's new website and the groundbreaking technology behind it - as well as a per…

  2. [...] More Profitable Online PublishingTo be a profitable journalist and publisher in today’s climate means Here s the entry about it at the Google Blog. I love Topic Cloud. advertising Branding and Advertising Rants conversion [...]

  3. I tend to use pr dot com, all press releases give a pr 2+ every quarter

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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