It is The Peloton’s long held belief that the effectiveness and value of advertising on the internet is catastrophically eroded by the price that media agencies are willing to pay for it. If online publishers want to survive and thrive they will have to turn towards new ways of making money to pay for the marvellous content they produce…. Why go to work and produce top class content which loses money, sadly good media businesses will go bust.
Much has been made of the News International (http://www.thetimes.co.uk/tto/news/) paywall which asks users to part with a small sum to view their content. It’s probably too early to tell in terms of its success but FT and some specialist publishers have had success in generating revenue this way.
The BBC and significant sites such as The Guardian’s (http://www.guardian.co.uk/) determination to keep its content free to all don’t help NI’s cause, so we would like to suggest to our friends in Wapping that there is an alternative
This blog, Let’s call it the Paid for Comment blog, aims to highlight what we think is good and isn’t in ad funded content. This is where the advertiser pays to be the sponsor of an area of content on a website. It is our view that websites will need to turn to brands to fund their journalism.
Kudos to the Guardian. They appear to insist that the sponsor accepts the rigour of editorial independence. The content needs to have meaning and value for the audience, the sponsor gets to connect and be associated with great content that is close to their heart. http://www.guardian.co.uk/poverty-over?INTCMP=ILCSPRTXT3589
Why are The Peloton banging this drum? Well, we’ve got to fill the blog up with something… Video, though is and will continue to be a part of this and we’re good at making that.