Who’s holding back whom?

Here’s some irony:

Ad buyers are complaining that online advertising metrics need to improve (well, duh) but they’re using traditional broadcast measurements as some kind of model. From an AP story attempting to explain why online spending isn’t growing faster: “Unlike traditional media, where each format has one main ratings provider — The Nielsen Co. for television, Arbitron Inc. for radio and so on — there are many sources of data on online audiences. And they frequently conflict.”

I can’t imagine a worse way to measure audiences than the way Nielsen and Arbitron do it: Give busy people a booklet and ask them to write down the things they watch on TV or listen to on the radio.

What say we do that for online ads too?

But seriously: Yes we need better data about who is seeing online ads. But more importantly we need better data about who is actually seeing TV ads and hearing radio ads. Because when advertisers find out how few people are exposed to broadcast advertising, that money will flow online.

December 15, 2007 - Posted by joemichaud | Uncategorized

No comments yet.

About Local Interactive Strategies

Local Interactive Strategies consultancy helps turn interactive media into a business – a challenge facing both legacy media companies and entrepreneurial startups.

Often local media companies are hobbled by:

Too many ideas
Not enough action
Too much unfocused action
Competing priorities
Lack of data about best practices
Organizational misalignment

Local news startups often face:

Limited resources
Limited business background
Little knowledge about advertiser needs
Few contacts among similarly focused efforts

The solutions for legacy media and startups are obviously quite different. In the case of existing media, the solutions often involve clarity of vision, organizational alignment, some training and coaching. For startups, it might take some basic training, business planning, network-building and product focus.

This blog is intended raise up those topics, share ideas and hopefully provoke some discussion — whether here or in your organization.

It’s written from the perspective of those in leadership positions in local media whether publishers, newspaper editors or startup solo journalists. The idea is to share information and ideas that are actionable right now, with not a lot of blue-skying.

Local Interactive Strategies LLC is headed by Joe Michaud (more about Joe) and is part of a network of experts in recruiting, design, technology, multimedia journalism, product development and sales training.

contact: joe (at) joemichaud.com

Archives
- January 2012 (1)
- November 2011 (1)
- October 2011 (1)
- August 2011 (1)
- May 2011 (1)
- March 2011 (1)
- February 2011 (1)
- January 2011 (2)
- November 2010 (3)
- October 2010 (1)
- July 2010 (1)
- June 2010 (2)
Categories
RSS
Entries RSS
Comments RSS

joemichaud.com

Local Interactive Strategies