Advertising, General

How many people does it take for Joe The Plumber to place an ad in the Boston Herald? Five, apparently… make that two. And one Addiply panel.

This time last year and I was sat on the stage at CUNY; part of the revenue panel at Jeff Jarvis’ NewsInnovation.com gig.

A year later and from the distant vantage point of my kitchen table and it appears that all concerned are still wrestling with the same problems…

http://www.buzzmachine.com/2008/11/03/next-steps-for-news/

What is interesting when you read Jeff’s report of the day’s discussions is the challenges that were set to each of this year’s groups…

The fact that the chosen ‘test bed’ was Philadelphia made for a wry smile given that, via the Royal Bank of Scotland, me, you and every other UK tax-payer now has a slice of that action… or rather in imagining a media landscape minus Philly Media, we’re now working on the basis that our stake has long gone down the proverbial pan…

http://outwithabang.rickwaghorn.co.uk/?p=161

Anyway, the point being that this year’s group were set an editorial challenge with a familiar ring…

‘So I proposed a problem to solve: What if a city, say Philadelphia, loses its paper tomorrow. What would you build in its place to serve the community? The group went to town. Rather than trying to hack at the old, they build something new…

Which is territory that we covered here… http://outwithabang.rickwaghorn.co.uk/?p=121

Of more interest, however, were the conclusions of the revenue group… how, in short, ‘Joe The Plumber’ would get to place his text ad in the Boston Herald.

‘Last and more important stop: revenue. Fred Wilson, leading the discussion, summed up its discovery in a tweet: “clickable will sell joe the pumber a text ad that $goog will route via outside.in geotag to the boston herald.” (Translation: Clickable sells Joe an ad on Google, which will appear on a local story on the Herald site thanks to Outside.in’s ability to understand the geography of articles and target appropriately. Moral to the story: No one is any longer going to own the market alone. Revenue, like reporting, will be collaborative.)…

As you read through the ‘translation’ again, the mind starts to boggle.

I presume the basic point of the exercise is for Joe The Plumber to place an ad in his local newspaper, the Boston Herald.

Presumeably Joe The Plumber lives in Boston. Not much point living in New York, but advertising your plumbing services in Boston…

OK, so Joe The Plumber can probably pick up his Boston Herald and point to the exact spot that he wants his text ad to appear… just there…

Now, if I read that correctly, the ‘answer’ to his advertising prayers is to collaborate with Clickable, Google and Outside.In to get there… presumeably none of those venerable three will collaborate for nothing; they’ll be picking up their slice as Joe’s text ad passes through one set of hands to the next en route to what once was the classifieds section of the Boston Herald…

So say for every buck that Joe The Plumber spends by way of advertising, how much of that actually lines the pockets of Clickable, Google and Outside.In before the hapless publisher actually gets to see a cent?

Surely – and clearly we’re biased – the simplest way of getting Joe The Plumber to place an ad in the Boston Herald is for the pair of them to cut the other three out of the loop and for Joe The Plumber to place the ad himself onto an Addiply panel run by the Herald…

OK, so yours truly will be pulling a small commission, but in essence it’s a two-way relationship between local/niche advertiser and local/niche publisher… why does it take five people to change a light bulb when, with the right bit of empowerment kit, you can do it with two?

Joe The Plumber knows where he wants to place his ad. Just there. So just let him…

That’s what www.Addiply.com is all about… no third, fourth or fifth party intervention. Just a straight-forward, one-to-one relationship between local/niche advertiser and local/niche publisher.

Simple and effective. End of.

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