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Senior Editor

Pub Talk

By James Sturdivant

About James

 

Publishers' Dojo

Linda Ruth
Women Weave the Web
Apr 8, 2014

World Pulse sees Women Weave the Web as an opportunity to help women transform the world by giving them access...



Publisher's Paradox

Andrew Davis
Publisher's Paradox: Leveraging Email to Inspire Action
Apr 7, 2014

Instead of sending your audience passive content, send your audience something they can take action on. If you read last...



Media Vent

Bob Sacks
It's Not All Good News for Magazine Publishers
Apr 1, 2014

Sometimes I just have to put the tequila aside and deliver a sobering report to the industry to offset some...



Industry Insiders

The Insiders
Publishers: Take a Lesson from the Louvre
Mar 21, 2014

Today, few premium publishers can compete with the rest of the Internet. But being the most trusted source of news and...



B2B Beat

Andy Kowl
What Bloggers Can Teach B2B
Jan 23, 2014

Blogs were pronounced dead in Fast Company in December of 2012 and in New Republic in April of 2013. And just before the New...



The Digital Market

Thea Selby
A Critique Of Yahoo's Digital Magazine Strategy
Jan 14, 2014

Small Business Trends writer Shawn Hessinger and I have a completely different view of the news that Yahoo was starting...



Profit from Publishing!

Thaddeus B. Kubis
Media Conference Exhibitors Should Go Deeper to Engage
Oct 9, 2013

It has been a few weeks since I attended (as the guest of the event organizer) the Publishing Business Conference...



Web Devaluation: What to Do When 'More Isn't More Anymore'

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I found myself annoyed last week by all the Web chatter about Super Bowl ads and the return of the TV show "Community." For a few days it seemed like the entire globe was either analyzing commercials or celebrating the fact that an offbeat show with a hip imprimatur was starting a new season.

Don't get me wrong; I watched the Super Bowl, and I like "Community." I don't blame Ad Age, Paste, Forbes, MediaPost, Huffington Post, Slate, and all the rest for running these stories, nor I am about to hold forth on the inanity of spending so much intellectual capital on Bar Refaeli's kissing a nerd, or Troy not kissing Abed. 

No, I blame myself. Or rather, I know it's by my choice, because, for work and personal reasons, these are the feeds I follow. It used to be that we would only read about a show like "Community" once, probably in the entertainment section of our local paper. Now we allow ourselves to be inundated by prodigious coverage of every cultural event, major or minor. Because everything is always everywhere, all at once, the innocuous can easily seem overblown and overhyped.

This ubiquity has economic consequences, too. In his recent excellent piece for Reuters, Ryan McCarthy worries about media's "massive oversupply problem." Exploding online content has not yet baked a bigger economic pie, as we all hoped it would. While not exactly a zero-sum game, online revenues, as we are all aware, are still nowhere close to matching what used to be earned by print. Every bit of that new digital content potentially creates space for a display ad; it also, as McCarthy notes, drags down prices for those ads. Mobile, he says, is only making the problem worse.

McCarthy offers a few potential solutions to this conundrum, such as BuzzFeed's building custom ads to draw more eyeballs. I'm reminded of the recent discussion, in the wake of the Manti Teo revelation on Deadspin, of how websites can better capitalize on sudden spikes in viewership. The answer to the devaluation problem seems to lie in good data and tools that allow publishers to respond quickly to take advantage of revenue opportunities online, more home-grown creative to support custom ad buys for display or (carefully planned and executed) native ad strategies, as well as—for some—paywalls and other forms of tiered access.

And what about the hype fatigue? Deadspin reminds us that it's still possible for a well-researched, explosive news story to make the publisher who broke the story be a part of the news. The massive coverage in the aftermath of the fake girlfriend revelations only heightened Deadspin's profile, as it remained the much-cited, go-to source for the story. So maybe part of the answer lies in good old-fashioned journalism: tell a story right, tell it best, and the teeming masses will beat a path to your door. If they're not tired of hearing about it already.

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