Comments on: Not all traffic is good traffic

By: The new divider between editorial and sales — Eat Sleep Publish

The new divider between editorial and sales — Eat Sleep Publish — Thu, 19 Feb 2009 15:58:18 +0000

[...] still maintain that a smaller loyal readership is better than a larger, transient group of surfers, so it will be more important for newsbrands to build [...]

By: Jason Preston

Jason Preston — Fri, 06 Feb 2009 20:19:32 +0000

Laura – spot on. I can’t argue with Rosen on that one.

Tim – It’s true, there’s a LOT of innovation that needs to happen with the ad sales models that currently exist. Different types of ads need to be sold on different metrics and, yes, priced differently based on the type of traffic they are getting.

I think a big hold up is changing over the ad sales staff from the print-world to the new media world, and changing the job incentives to match (i.e. no big commissions on national ad campaigns if those aren’t the kind of campaigns that help the paper).

By: Tim Burden

Tim Burden — Fri, 06 Feb 2009 20:11:29 +0000

Looks like an argument against CTR as a sales metric to me.

Transparency is the key. Ads for one-hit wonders should be different and be sold differently from those for your involved readership. Ads for fly-bys should never be sold on per-click or CTR basis.

By: Laura Newman

Laura Newman — Thu, 05 Feb 2009 03:13:10 +0000

You can say that again!! Jay Rosen, speaking in NYC last week, said something like: “There is no such thing as information overload; what we have is filter failure.” If you don’t develop a model that controls the ads, you can run into trouble.