On his Publishing 2.o blog, Scott Karp reckons that “Online Publishers Need to Stop Selling Space“. According to Karp, the old media mindset is clouding publishers’ ability to sell advertising.
It’s a simple question with infinite answers: Why sell “space” on a “page” when both are illusions, and the “worldwide” Web is really a universe?
Scarcity creates value, and that won’t change anytime soon. Karp’s advice to advertisers? Refine and focus on geographic locations rather than virtual ones. It’s a great point, and it compliments Bryan’s account of what advertisers should measure.
Shocking, isn’t it, that online advertising might somehow be different than TV or print? The old media crowd seems surprised.
TV is one channel. Print is another. But the Web consists of infinite channels. And so long as this multi-channel universe expands, banner ads and landing pages with no gravitational core will be floating in space, not occupying it.