Comments on: Four Keys for Traditional Media Companies to Tackle Digital Ad Networks on the Web http://halwebguy.danziger.net/2009/02/07/how-traditional-media-can-beat-the-ad-network-effect/ following the crossroads of media and technology products Fri, 13 Aug 2010 14:59:24 +0000 hourly 1 http://wordpress.org/?v=3.1 By: halwebguy http://halwebguy.danziger.net/2009/02/07/how-traditional-media-can-beat-the-ad-network-effect/comment-page-1/#comment-26 halwebguy Mon, 09 Feb 2009 19:44:11 +0000 http://halwebguy.danziger.net/?p=63#comment-26 Thanks, Cindy. This is dead on, and covered lightly in my previous post, "Why Good Ideas Fail" but is definitely applicable here, too. I will update! Thanks, Cindy. This is dead on, and covered lightly in my previous post, “Why Good Ideas Fail” but is definitely applicable here, too. I will update!

]]> By: cindyalvarez http://halwebguy.danziger.net/2009/02/07/how-traditional-media-can-beat-the-ad-network-effect/comment-page-1/#comment-25 cindyalvarez Mon, 09 Feb 2009 19:12:59 +0000 http://halwebguy.danziger.net/?p=63#comment-25 An offshoot of #1 and #3 - put some research into HOW your customers USE your product. The publishing industry needs to stop thinking of itself as something different from any other consumer product. There are people who use the service you provide to meet specific needs. If they can find a different product to meet those needs, or simply do without, then you lose your audience. Publishing says "here are the things we think you should know about what's going on in the world." For some people, that's the problem they need solved. But other people are researching - there is specific information they are seeking. Some people are browsing - they have five minutes to kill and want to spend it in the most amusing way. Some people are seeking social capital - looking for information that will give them common ground with other people. These are all different use cases that traditional media has pretty much ignored, and bloggers have embraced. An offshoot of #1 and #3 – put some research into HOW your customers USE your product.

The publishing industry needs to stop thinking of itself as something different from any other consumer product. There are people who use the service you provide to meet specific needs. If they can find a different product to meet those needs, or simply do without, then you lose your audience.

Publishing says “here are the things we think you should know about what’s going on in the world.” For some people, that’s the problem they need solved.

But other people are researching – there is specific information they are seeking. Some people are browsing – they have five minutes to kill and want to spend it in the most amusing way. Some people are seeking social capital – looking for information that will give them common ground with other people. These are all different use cases that traditional media has pretty much ignored, and bloggers have embraced.

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