Sunday, July 29, 2007

Are you selling what they should be buying?

I've been reading Joe Marchese's Online Spin for some time now. Very good and very dense information on the changing nature of marketing and advertising -- including what it means to even try to advertise in the digital space. Always good.

Recently, he posted a piece on targeting. I realize that most of my audience probably couldn't care less about advertising. Hey, if it wasn't how I earned a living, I'd be inclined to agree. But many of my readers are content producers of one size or another. Assuming you fit that bill, this may interest you:

Targeting and relevancy unlock the potential for QUALITY publishers (from individuals to professional media producers) to sell so much more than the attention of their audience and advertisers in order to build effective targeting strategies, offering so much more than just a demographic mix. But publishers must do a better job of defining what their true value is to advertisers and help advertisers to create greater relevance to the publisher’s content and audience alike.

It interests the hell out of me. I'm not exactly sure how to apply it in our situation at But that's part of the fun, now isn't it?