Pub Talk
By Rob Yoegel
About Rob
Rob Yoegel takes an active role in North American Publishing Company's online efforts including content, sales, marketing, usability, functionality and vendor relations as Vice President, e-Media. Rob works directly with publishers and editors in developing a consistent strategy from print to online.
A former journalist, Rob has been involved in Internet strategies since 1996 serving as an associate editor of Target Marketing magazine, where he regularly contributed articles related to the Internet, including e-commerce, Web site design/development, e-mail, fulfillment, customer service and marketing integration. He also spent one year as publisher of PhillyTech Magazine, a regional technology magazine published by Philadelphia Newspapers Inc. E-mail him at ryoegel@napco.com or call (215) 238-5344.
Media Vent
On the 'Power of Print' Campaign
Mar 5, 2010The campaign claims to target advertisers, shareholders and industry influencers. Well listen up, my friends, because you just insulted them...
If the Web Were a Soap Opera, Google and the IAB Would Be Sleeping Together
I’m convinced that Google and the Interactive Advertising Bureau (IAB) are the Internet’s equivalent of soap opera vixens. From what I remember, in Pine Valley, Port Charles or any of your favorite soap opera towns, to sleep with the most powerful you would screw everyone else first. Continuing their ongoing efforts to stick it to publishers and other companies, both Google and the IAB are up to some new tricks.
It’s obvious that Google’s announcement this week of the new Ad Planner audience measurement platform will take business away from established companies like Nielsen and comScore, as well as smaller players like Quantcast, Hitwise and Compete. According to MediaWeek, Google didn’t offer any specifics regarding where the data for Ad Planner will come from, but I honestly don’t think you need to look any further than the Web History it saves for each Google Account (mine is turned off by the way), your iGoogle Widgets and Google Bookmarks, combined with Web site data from AdSense, Google Analytics and its more recent offering, Google Benchmarking. All of these products serve as constant reminders that, as Bob Sacks says, Big Brother is watching, and nothing in life is free.
Then there’s the IAB announcement of a “small publisher” membership for Web sites with less than $1 million in advertising. “Great,” I thought. I’ll submit each of our publication Web sites separately and finally tout us as an IAB member! Not so fast.
What the IAB neglects to tell you is that this new category of membership is designed specifically for small publishers, which it defines as a company selling online inventory and having interactive revenues of less than $1 million and five or fewer full-time employees. We’re still being forced to pay $10,000 in annual dues for member benefits that I’m just not too sure about. Thanks, but I’ll pass.
Google is a member of the IAB, but just like soap operas where one day two characters are under the covers, and the next day you find out they’re related to each other, there’s no telling what these two will be up to next.
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