Ecco tre notizie uscite oggi che girano intorno allo stesso tema: la neccessite' per i gruppo media di creare network di siti per poter (a) accrescere l'audience in maniera verticale (b) rispondere alle minaccie di competitors come Google che rischiano di monopolizzare il panorama competitivo (c) capitalizzare sull'effetto Blog senza dover investite direttamente nei contenuti.
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Media companies are sharing more than advertising sales as they form networks
of like-minded sites to combat the growing ad-selling might of major Internet
portals.Sharing news headlines and other content is a component of many of the
revenue-sharing partnerships being forged to give marketers an alternative to
Google Inc. and other tech-centered advertising vendors when they want to
reach an audience larger than any single site could deliver.By letting blogs
carry the headlines along with the ads, media companies can leverage the trust
and reputation they have earned from their offline channels.The cooperation
also helps the traditional media organizations compete against online-only
operations such as Glam Media Inc., which are also vying to draw ad money from
the larger portals by building portfolios of sites around specific topics."We
are taking the core content and extending that experience onto other sites and
creating ad inventory," said Kyoo Kim, vice president of sales with MSNBC.com,
a joint venture between General Electric Co.'s NBC and Microsoft Corp.
(AP Online 09:43 AM ET 03/24/2008)
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Traditional media companies trying to stem the flow of advertising dollars to
Google and other large Internet companies are increasingly building ad networks
of their own, anchored by their brands.The latest, Forbes Inc., announced
Monday that it will start selling ads this spring for about 400 financial
blogs. In recent months, Conde Nast, Viacom Inc., CBS Corp. and other major
media companies also have unveiled topic-specific ad networks to lure
advertisers that want to buy more ads than any single site can sell.If
newspapers, magazines and broadcasters cannot expand online ad inventory, they
are "under threat of becoming less and less relevant to the advertiser," said
Russ Fradin, chief executive of Adify Corp., whose technology runs ad networks
for Forbes and others.But these media networks _ some linking fewer than a
dozen hand-picked Web sites _ may have a tough time competing with the larger
networks of thousands assembled by Google Inc., Yahoo Inc., Microsoft Corp.
and Time Warner Inc.'s AOL.
(AP Online 10:20 AM ET 03/24/2008)
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MARTHA STEWART LIVING OMNIMEDIA INC. _ Martha's Circle launched in November
with about a dozen food and lifestyles sites, including Apartment Therapy, The
Wednesday Chef and Style Me Pretty. Initial advertisers include Macy's, Ace
Hardware and Bank of America.VIACOM INC. _ In February, Viacom expanded
Nickelodeon's ParentsConnect Network with the purchase of Baby Names World and
other parenting sites from Babunga. ParentsConnect also has independent Web
sites such as GreatSchools. Viacom plans additional offerings this spring,
including a music ad network anchored by MTV, VH1 and Country Music Television
and one for men's lifestyles anchored by Spike TV and Comedy Central.FORBES
INC. _ Forbes' Business and Financial Blog Network, announced Monday, involves
about 400 prescreened blogs that will start carrying advertising sold by
Forbes this spring. Initial participants include Xconomy and Talking Biz
News.CONDE NAST _ The magazine publisher's CondeNet division, which operates
such sites as Wired and Style.com, has been selling ads for about a half-dozen
blogs on technology and fashion, including The Sartorialist.
(AP Online 10:50 AM ET 03/24/2008)
Labels: aol, Babunga, conde nast, forbes, google, msnbc, ParentsConnect, time warner, viacom, yahoo
E' in linea il mio intervento settimanale del venerdi' (.mp3 - 8 MB) sulla settimana a Wall Street in diretta a "Punto Piazza Affari" di Carla Signorile in onda tutti i giorni alle 18 su Radio Classica del gruppo Class/MilanoFinanza.
E' in linea il 
