Comments on: Audience, not revenue, is the problem http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/ Where TV Finds the Future Sat, 11 Oct 2008 11:12:55 +0000 http://wordpress.org/?v=2.5.1 By: Rob http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-334157 Rob Tue, 29 May 2007 19:48:04 +0000 http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-334157 Cory ... the pain in my forehead comes from beating my head against a wall in regard to your last comment. I pitch content ideas and the first question almost always asked deals with revenue potential. You build the content first, if the audience responds then you have the revenue opportunity waiting in the wings to capitalize on the audience. You can't build a revenue channel and expect the content to meet the requirement of the advertiser to have their product or service viewed. Compelling content drives the web. Compelling advertising rarely drives content with the exception of, say, the Super Bowl and user-generated brand-name ad creation contests. Cory … the pain in my forehead comes from beating my head against a wall in regard to your last comment. I pitch content ideas and the first question almost always asked deals with revenue potential.

You build the content first, if the audience responds then you have the revenue opportunity waiting in the wings to capitalize on the audience. You can’t build a revenue channel and expect the content to meet the requirement of the advertiser to have their product or service viewed. Compelling content drives the web.

Compelling advertising rarely drives content with the exception of, say, the Super Bowl and user-generated brand-name ad creation contests.

]]> By: David Johnson http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-334075 David Johnson Tue, 29 May 2007 17:21:51 +0000 http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-334075 i see your point and agree. there's a standing culture -- air it and move on or today's paper is tomorrow's fishwrap -- that is so short-term focused and deeply ingrained that it is very hard to see potential in long-term projects or even mid-term shelf life. and the expectations for online are often painfully unrealistic. i see your point and agree. there’s a standing culture — air it and move on or today’s paper is tomorrow’s fishwrap — that is so short-term focused and deeply ingrained that it is very hard to see potential in long-term projects or even mid-term shelf life. and the expectations for online are often painfully unrealistic.

]]> By: Cory http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-333946 Cory Tue, 29 May 2007 15:13:44 +0000 http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-333946 Yes, we still need focus when building an audience. For local media, it's local information. The problem is that every project that's pitched is evaluated on revenue potential before a single line of code is written. It may be the start of a terrific idea, but the revenue prism kills it before it evolves. I've witnessed this happen again and again in TV stations, and that's why we're losing online. Instead of creating great content products, we're creating revenue vehicles that attract short-term advertising and then "poof" disappear because they didn't deliver long-term for the advertisers. Yes, we still need focus when building an audience. For local media, it’s local information.

The problem is that every project that’s pitched is evaluated on revenue potential before a single line of code is written. It may be the start of a terrific idea, but the revenue prism kills it before it evolves. I’ve witnessed this happen again and again in TV stations, and that’s why we’re losing online. Instead of creating great content products, we’re creating revenue vehicles that attract short-term advertising and then “poof” disappear because they didn’t deliver long-term for the advertisers.

]]> By: David Johnson http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-333922 David Johnson Tue, 29 May 2007 14:45:55 +0000 http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-333922 hmmmm... i've gone around on this one. i'm creative, and i want to play and see others play and win. but, i also ride herd over a server ranch and i gotta tell you, traffic ain't free. i've had a lot of -dare i say- brilliant ideas that were too far ahead of the curve that had to fold because even though we had audience, we couldn't find buyers for those audiences. business logic can be just as creative as application logic or presentation logic. products that win find a service need and market/audience niche and grow all three pillars simultaneously. the danger in preaching the grow audience mantra in short form is people will take it as a free license to go wild while others greenlight them not because they get it, but because they are afraid that they have to do something. the first big question in building audience is what kind of audience do you want to attract, and then how can you monetize that audience once you've got them. hmmmm… i’ve gone around on this one. i’m creative, and i want to play and see others play and win. but, i also ride herd over a server ranch and i gotta tell you, traffic ain’t free. i’ve had a lot of -dare i say- brilliant ideas that were too far ahead of the curve that had to fold because even though we had audience, we couldn’t find buyers for those audiences.

business logic can be just as creative as application logic or presentation logic. products that win find a service need and market/audience niche and grow all three pillars simultaneously. the danger in preaching the grow audience mantra in short form is people will take it as a free license to go wild while others greenlight them not because they get it, but because they are afraid that they have to do something.

the first big question in building audience is what kind of audience do you want to attract, and then how can you monetize that audience once you’ve got them.

]]> By: thedetroitchannel http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-333845 thedetroitchannel Tue, 29 May 2007 13:35:16 +0000 http://www.lostremote.com/2007/05/28/audience-not-revenue-is-the-problem/#comment-333845 ok, i mentioned a large campaign a week ago being run by the local paper in which a CEO-turned-john hodgeman wannbe tries to convince the shrinking tv audience to forget about their core product (the paper) and instead look to them as the local "media" company. unless the alexa (statsaholic) chart is loading in an inverted fashion, the campaign ain't a workin'. check it. it looks alot like many tv station site's graphs i've been watching. even the domain names need some help: detnews(dot)com and freep(dot)com. truth be told, they should reconsider the entire campaign and hire a YOUNG slender guy in a t shirt. ok, i mentioned a large campaign a week ago being run by the local paper in which a CEO-turned-john hodgeman wannbe tries to convince the shrinking tv audience to forget about their core product (the paper) and instead look to them as the local “media” company.

unless the alexa (statsaholic) chart is loading in an inverted fashion, the campaign ain’t a workin’. check it. it looks alot like many tv station site’s graphs i’ve been watching.

even the domain names need some help: detnews(dot)com and freep(dot)com.

truth be told, they should reconsider the entire campaign and hire a YOUNG slender guy in a t shirt.

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