In a misguided effort to apply the historically successful print business model to the digital media, publishers have spent nearly two decades trying to assemble the biggest audiences they can on their websites and, of late, their Facebook pages and Twitter feeds.
But large and undifferentiated audiences don’t matter in the digital realm as much as ones that are homogeneous, engaged and readily targetable for advertisers.
Smart digital publishers who have assembled groups of loyal and like-minded readers are selling contextual advertising for $15, $30 or more per thousand impressions at the same time generic inventory goes for $1 per 1,000 hollers at entirely too many newspapers. Which business would you rather be in?
Read the full piece at newsosaur.blogspot.com