O dilema in advertising

Wednesday, 04 May, Year 3 d.Tr. | Author: Mircea Popescu

Cornul prim, via techdirt :

Rupert Murdoch's Paywall Disaster: Readers, Advertisers, Journalists & Publicists All Hate It
from the and-it's-working-for-who-exactly? dept

We had already seen the early indications that Rupert Murdoch's paywalls from The Times and The Sunday Times in the UK were a dismal failure, but as more information gets leaked about how the paywalls are working out, it's looking worse and worse. Beyond the fact that not too many people are signing up to pay, the move has upset advertisers who don't want to advertise to such a small audience:

Faced with a collapse in traffic to thetimes.co.uk, some advertisers have simply abandoned the site. Rob Lynam, head of press trading at the media agency MEC, whose clients include Lloyds Banking Group, Orange, Morrisons and Chanel, says, "We are just not advertising on it. If there's no traffic on there, there's no point in advertising on there." Lynam says he has been told by News International insiders that traffic to The Times site has fallen by 90 per cent since the introduction of charges.

Adica, pe scurt, advertiserii (sau cum s-ar traduce advertiser in romaneste, reclamagii ? ca ads-urile am inteles ca-s reclame pe romaneste, si advertising e publicitate da' publicisti nu se poate ca e deja ocupat) nu vor sa fie advertizati (spre deosebire de avertizati, bun ?) prin The Times pentru ca... nu are trafic.

De ce nu mai are trafic ? Pentru ca a pus lumea sa plateasca (dupa un sistem cam tembel, ce-i drept, da' sa nu intram in toate detaliile alea, ca-s gata discutate dincoace). Deci, logic vorbind, n-au pierdut trafic pur si simplu, ci au pierdut traficul celor ce nu-si permit, nu pot sau nu doresc sa plateasca. Mbon.

Cornul secund, via Paul Graham :

Different publications vary greatly in their reliance on PR firms. At the bottom of the heap are the trade press, who make most of their money from advertising and would give the magazines away for free if advertisers would let them. The average trade publication is a bunch of ads, glued together by just enough articles to make it look like a magazine. They're so desperate for "content" that some will print your press releases almost verbatim, if you take the trouble to write them to read like articles.
---------
[2] Advertisers pay less for ads in free publications, because they assume readers ignore something they get for free. This is why so many trade publications nominally have a cover price and yet give away free subscriptions with such abandon.

Adica, revistele specializate (de nisa, in termeni blogosferici - chestiile alea o idee deasupra unui catalog de supermarket gen Playboy, Casa si Gradina, Beau Monde Style, Forbes, FHM, Harper’s Bazaar sau mai stiu eu ce) s-ar da si pe gratis, daca advertiserii ar permite asta.

Pai atunci stati putin si nu minati, ca eu nu am inteles (tm).

Deci, procedind pe directia prima, putem rationa ca ne dorim sa ne expunem mesajul unui numar cit de mare de cititori, oricit de dezinteresati de mesajul respectiv sunt ei. Ca asa e bine, sa fie cit mai multi. In care caz, totusi, "targetarea" e un nonsens, precum si orice fel de filtrare. Ca ce rost are, daca-ti imputineaza multitudinea ?!?!

Procedind pe directia secunda, putem rationa ca ne dorim sa expunem mesajul unui numar de oameni interesati, si ca nu suntem dispusi sa ne facem reclama in reviste care se dau gratis pentru ca stricam banii degraba, sau cu alte cuvinte cifrele de distributie devin astfel irelevante.

Pai mai frate... ori, ori, zau asa. Nu se poate ca in magazinul amplasat pe Floaster la numarul 16 angajatii sa fie laudati pentru ca au dat afara toti vagabonzii rupti in cur care n-aveau un leu in buzunar, in timp ce in magazinul amplasat al numarul 16-bis angajatii sa fie aspru criticati pentru exact aceeasi fapta de catre exact acelasi factor de decizie. Ca nu se poate asa ceva. Alegeti-va una si tineti-va de ea.

Eu inteleg ca asa si-au propus advertiserii, sa fie Internetul o chestie de mina a doua, un fel de lumea a treia a universului informatiei, si media "traditionala" sa fie vioara intii, filosofie intru a carei implementare dau din ei tot soiul de masuri protectionist-agresive. Inteleg, de inteles, da' nu pot zice ca ma intereseaza.

Pentru ca realitatea e pina la urma exact invers : digitalul e vioara intii, media "traditionala" nu conteaza, si ca atare revistele se transforma incet-incet in fluturasi colorati tipator si distribuiti gratuit prin cutiile postale unor oameni care nu mai stiu cum sa se scape de ei, exact in timp ce aceiasi oameni... platesc ca sa citeasca pagini de web.

Pe mine m-ar ingrijora situatia, daca as lucra in advertising la ora actuala. Pentru ca o industrie care pretinde ca se ocupa cu manipulat societatea dar nu-i capabila sa o manipuleze nici atunci cind cele mai vitale interese ii sunt puse in joc... Stiti cum e chestia asta, cam ca si vrajitoarea specializata in vindecat cancerul care moare de cancer.

Doar zic.

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6 Responses

  1. Nu inteleg ce mai cautau advertiserii acolo. Cine a pomenit sa bagi si reclame cuiva cu cont platit?

  2. Mircea Popescu`s avatar
    2
    Mircea Popescu 
    Wednesday, 4 May 2011

    Daca cumperi ziarul de la chiosc sau diversele reviste enumerate, vinzatoarea sterge intii reclamele cu o radiera ?

    Despre ce discutam de fapt ?!

  3. Nu stiu daca-s advertiserii sau clientii decid asta in multe cazuri. Inca persista ideea ''multimii'. Facem targetarea si decidem ca vrem somoni. In loc sa pescuim in lacul cu somoni (unde am putea prinde 3-4 grasi si frumosi) , aruncam cu dinamita in ocean, in ideea ca din 100 de pesti omorati, vreo 6-7 s-ar putea sa fie somoni :)

  4. Mircea Popescu`s avatar
    4
    Mircea Popescu 
    Wednesday, 4 May 2011

    Exact.

    Si, ca sa fie circul complet, asta in timp ce colegul nostru de birou bombane ca tre' neaparat, obligat-fortat, sa se duca in Alaska unde sa prinda... niste pesti. Nu conteaza.

  5. pletzalcoatl`s avatar
    5
    pletzalcoatlinsigna de criptograf 
    Wednesday, 4 May 2011

    Our greatest PR coup was a two-part one. We estimated, based on some fairly informal math, that there were about 5000 stores on the Web. We got one paper to print this number, which seemed neutral enough. But once this "fact" was out there in print, we could quote it to other publications, and claim that with 1000 users we had 20% of the online store market.

    Foarte instructiv articolul lui Paul Graham.

  6. Mircea Popescu`s avatar
    6
    Mircea Popescu 
    Wednesday, 4 May 2011

    Intr-adevar. Mie mi se pare regretabil sa constat cit de putini surferi citesc articole din anii precedenti, mai ales dat fiind ca 90% din ce merita citit pe web s-a scris pina in 2010.

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