Posts Tagged ‘News Isn't Transactional For Advertisers’

Social Media Isn’t Transactional For Advertisers… Either

May 15, 2010

I recently wrote “News isn’t transactional for advertisers”.

I am not going to go out on another limb and say – “Social Media isn’t transactional for advertisers.”

I am sure there are exceptions to both, but as a rule I will stand by them.

I don’t foresee either media becoming systematically or predictably transactional for advertisers any time soon.


News Isn’t Transactional For Advertisers

April 12, 2010

I was reading yet another story about how newspapers can be saved by tweaking their business models.

The newspaper industry can tweak their business models all they want, yet as long as Google offers advertisers a more direct method of reaching their audience without having to wrap their sales message in the day’s news, the news – whether online or offline – will continue to illustrate just how ineffective it has been all along at delivering branded sales messages let alone direct sales message performance.

The reality is News as content is no longer the most effective sales message carrier.

No business model can change what has been traditionally considered “news”.

Journalism Isn’t Transactional For Advertisers

February 10, 2010

I have been thinking about this for some time and needed to clarify a previous position where I first said “The audience for journalism isn’t transactional”.

After further thought, I then simplified my point to: “Journalism isn’t transactional”.

A reader pointed out the ambiguity in my position by asking: “Write good stories and I’ll buy them?”

I think I have now found a more defensible position: “Journalism isn’t transactional for advertisers”.

“News isn’t transactional for advertisers” may be even more clear and to the point.