BoSacks: No B.S.: Sizing up Publishing Success
It is my opinion that ads have yet to work well on mobile media because we have somehow forgotten the value and magic of the paginated page. If we get back to basics and remember we are still in the real estate rental business, we can recreate what we are/were on any substrate. I suggest that if we start to think in full-ish page increments for both ads and edit on mobile platforms, we will have a winning formula at any size.
Hiding ads on the bottom of a small screen covering one tenth of a page hoping for results will never work and serves little purpose. Getting results is what both the reader and the advertiser have always wanted. I postulate that a full-page ad on my smart phone, if properly rendered for the substrate it is on, is just as powerful as a full page in Reader's Digest, The Saturday Evening Post or any other magazine at any other size. In fact, if we regain our proud nature for the page and we use the full data resources at our command to deliver the exact advertising message, the mobile process could be extremely useful and lucrative to both the reader and the advertiser
Flipboard founder Mike McCue recently said that he believes that publishers are "addicted to ad revenue from banner ads," and he also pointed out that those ads are in a permanent downward price spiral. He said they are better off with Flipboard-style ad campaigns that offer 10 to 15 times the payout of banner ads, which is "closer to print economics."
It is no surprise that the founder of Flipboard would be pitching Flipboad ad styles. But I have to agree with him that in the mobile world, full pages are not only the way of the past but quite possibly the way of the future, too. Someone has to pay someone for good and worthwhile content. The advertiser or the reader must be willing to be part of the publisher's revenue stream. If readers are willing to pay the full load, we don't need advertising. If advertising is going to pay part of the process, we need a successful infrastructure to deliver results. On mobile niche platforms the answer is full-sized real estate. Mobile success will come when we use the power of paginated media. PE