Conference news
Posted: October 19, 2007 05:35 PM
PB&J and the Media
cosmoad.png This is advertiser's old attempt. It doesn't work so well anymore.

Journalists, get ready to explore and experiment, advised Steve Rubel and Stuart MacDonald in "Advertising 2.0," a panel focused on the future of web advertising. The panel left journalists with more questions than answers. "Advertising is way more complicated than it has ever been," said Stuart MacDonald.

The trend for advertisers is to develop their own interactive Web sites to entertain and attract their visitors. Web sites with distinct online presences, for example, include Wrigley and Budweiser. Media publishers should grab advertisers before they become self-supporting and lure even more ad customers away from media sites, Rubel warned.

A lot is up in the air when it comes to advertising strategies for websites. The media have to be willing to experiment, adapt quickly, and give people options to consume content on and off of the Web site, with Facebook, a cell phone or an iPod.

As for advertising with videos, media producers are still trying to figure out what works. Capturing viewersí attention is not an easy task. Rocketboom, a short video blog or "vlog," shows advertising in their videos with a cable TV news-like crawl.

Local ads have been the next big thing for ten years. However, MacDonald said, no one has figured out how to make money off of them to date.

Think about content on the inside and the outside, Rubel said. Itís like PB&J; it all tastes good even though you donít know what is where. Itís hard to imagine the wall, though, between church and state being made out of peanut butter and jelly.

The marketers closed the panel explaining that "at the end of the day, a lot of this is math." For journalists, it may be about more than just numbers and money; they may just have to figure out the right balance between the peanut butter and jelly.

-- Savannah Aepli


It is certainly true that advertising online is still in an infantile state. The internet allows for much faster and more integrated multi-media advertisements, but, as McDonalds representatives admitted, there is still no way to make money from most of them. Ads must be able to relate to the viewer, and available at other sites, making it tough to aim for a certain market.

The same seems to be true for journalists. This generation of journalists are the pioneers of online media, and will have to walk the line between reporting and advertising.

It is good to see companies experimenting with the internet, but I believe this is only to find a profit. Once a definite way to make money from online ads is discovered, the creativity will stop and producers will fall into copycat patterns. Hopefully this will not be the case anytime soon.

John McKenna
Quinnipiac University

October 22, 2007 10:25 PM by John M (Permalink)

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Back to 2007 conference page

8th Annual Conference and Awards Banquet, Oct. 17-19, Sheraton Centre, Toronto

Questions about membership, registration or sponsorship opportunities? E-mail Executive Director Lori Schwab.

Questions about conference lineup or volunteering? E-mail Conference Chair Ju-Don Roberts.

Oct. 19, 2007 7:30 a.m. to 8:30 a.m.: Breakfast Discussion Groups (Sponsored by AFP) 8:30 a.m. to 9:30 a.m.: Community/Convergence Workshop: The Cutting Edge of Online Data 8:30 a.m. to 9:30 a.m.: Content/Design Workshop: Finding Your Voice Online 8:30 a.m. to 9:30 a.m.: Business Workshop: Leading the 21st Century Newsroom 9:45 a.m. to 10:45 a.m.: General Session: Membership Meeting 10:45 a.m. - Education Members Meeting, Expanding ONA's educational offerings, Dominion Ballroom 11 a.m. to 12:15 p.m: Keynote: Michael Oreskes, International Herald Tribune 12:15 p.m. to 2 p.m.: Lunch on Your Own (Box lunch sponosred by 2 p.m. to 3 p.m.: Community/Convergence Workshop: Broadcaster Strategies for the Web 2 p.m. to 3 p.m.: Content/Design Workshop: Integrating Multimedia in Storytelling 2 p.m. to 3 p.m.: Business Workshop: Legal Panel 3:15 p.m. to 4:15 p.m.: Community/Convergence Workshop: Revamping Your Curriculum for Online Journalism 3:15 p.m. to 4:15 p.m.: Content/Design Workshop: Integrating User-Generated Content 3:15 p.m. to 4:15 p.m.: Business Workshop: Advertising 2.0 4:15 p.m. to 4:45 p.m.: Coffee Break (Sponsored by Pluck) 4:45 p.m. to 6 p.m.: Journalism Next: Impact of Aggregators, Blogging and Social Networking on the Industry 6 p.m. to 7 p.m.: Reception sponsored by 7 p.m. to 9:30 p.m.: Awards banquet

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