Last May, after 6 great years at UBM – and a decade helping legacy media businesses adapt to a new reality defined by the Internet – I decided to step back. I wanted to really explore the trends that continue to reshape media, marketing and technology before deciding what to do next. Over the past [...]
Never has something so valuable been worth so little. Never in the history of media has a still new medium had the vast majority of its inventory valued at zero. Such is the state of online advertising. The latest click-through rates for online media sit at .09%. Given that click-through rates serve as the foundation [...]
After a decline of over 11% in 2009, the US advertising industry grew at the anemic rate of 2.8% last year. Estimates for 2012 are in the same range. But with two major events that are historically drivers of high advertising spending — a presidential election and the Olympics — slated for 2012, the lack [...]
In order to buy a company you need to value it. That’s not so easy in the media business, these days. Lots of folks refer to multiples, of cash flow or revenue or whatever, as a way of determining future value. You project the expected future performance of the company, factor in the cost [...]
Unless you’ve been living under a rock for the last week, you have likely heard all about Google’s latest step into social networking, Google+. I received my invitation to test the Beta version last week and have spent some time with the platform. For Uphoff On Media readers who haven’t yet received an invitation please [...]
There are so many reasons why print newspapers are failing. Mostly, people complain that newspaper content is available on the Internet for free, so subscribers need not subscribe any longer, even though in reality circulation revenues were usually not more than 20% of total revenues. Or, more importantly, that classified advertising, the largest profit contributor [...]
The last several years lead generation has been the driving force in online marketing. From basic click-through to registration based programs, the majority of web marketing has simply been direct marketing. We are starting to see online marketing shift into a new phase however. A shift that combines the efficiency of direct marketing with the power [...]
Jeff Jarvis recent post “Advertising is Next” created significant buzz in media, marketing and advertising circles. Jeff-never one to mince words-suggested that advertising as we know it was…shall we just say, not in good shape. To provide a foundation for his argument, he lampoons the recent Conde Nast announcement, which calls for transforming the company [...]
The first phase of online media was defined by “Reach”.Value was based on unique visitor reach and the page views generated. The second phase was defined by ”Search”, where value was derived by optimizing content to drive search results. We are now officially in the “Media-Application” era, where value is created by engaging audiences around applications of content and services that become [...]
Advertising has been a non starter on social networks. The financial results of Facebook, Linkedin and even MySpace reflect the promise of social networks as advertising platforms may go unfulfilled. I’ll go so far as to suggest that advertising simply doesn’t work on social networks. How can this be? 100′s of millions of people and [...]
