Sunday, January 17, 2010

Can the New York Times Be Marketed Like Porn?

The New York Times will soon try a strategy that will reduce its readership and relevance, further accelerating its decline.


They will try to charge you to read their articles.

This model does work for online porn. (It is pretty amazing that it does since so much Internet porn is available completely free of charge.)

The New York Times must think that their content will sell as well as porn. I think that they should keep their pants on.

News, for the most part, is not porn.

Most people will just begin to skip links to the NYT and to any other news organization that attempts this online subscription (Porn) model.

Display ads can still be seen in the off the rack "paper" newspapers. When people used to regularly read news printed on paper, display ads were profitable.

Then the Internet happened and print readership plummeted. Click-through ads were then touted and became the de facto norm for online advertising.

Click-through ads are stupid. Think about the long ago days of yore when you actually read a "paper" newspaper. There were ads all over the execrable thing were there not? Did you drop everything when you came across an advertisement about a product or service that interested you, pick up the phone and call or hop in your car to run out and buy it? No? No shit.

What on earth would make anyone think that such a model would then work for news-sites on the Internet?

Display ads in the paper and even the ads on television and radio worked on the concept of impressions. The idea was to use the ads to put the product brand or service brand in your mind for when you were actually ready to buy that type of product or service. The impression concept focused on shaping your opinion of which brand you would buy when you were ready to buy. There was no expectancy of an immediate customer response while you were reading through the newspaper.

While the Internet changed the way the news was delivered to the reader, it did not change the way the reader responded to display advertisements.

Display ads can be profitable online. Keep them simple. Sell them by the old impression model. Human psychology has not changed even if the news delivery medium has.

Leave the click-through ads for the adult content websites.

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