Ghost of Midnight

… about neighbors, community and Front Porch Forum

Portals not so hot?

Posted on Monday, August 20, 2007 by No comments yet

Jeff Jarvis takes the New York Times to task today for an article that suggests AOL’s struggles as an internet portal are a “quirk.”

Once and for all: The size of the site doesn’t matter to advertisers. Oh, yes, they still think its matters and for a time that’s still how they buy, by reflex. But get this straight: Just because a site has 100 million users, that doesn’t mean 100 million people see your ad. It’s not TV. Repeat: It’s not TV. The only people who will see your ad are the ones who see the page on which it appears. If you buy 10,000 impressions, aka eyeballs, you can buy them on a big site or a bunch of small sites, it doesn’t matter. Big brings no advantage other than convenience and it also brings some disadvantages like inefficiency and price. This is the essence of the change in the economic model of media. Post that on your wall and stare at it.

Posted in: Small Business Advertising

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