US Government to Bail Out Publishing Companies
Financial service companies. Auto-makers. City and state government. Who's next?
Forget billion- or trillion-dollar stimulus packages, most publishing companies would likely accept just the following assistance for the e-media efforts:
• Force interactive advertisers to pay more than a few pennies for each ad impression.
Quite frankly, when they pay squat, they should expect squat in return. Companies rich in venture capital with no need to make a lot of money as long as investors kept opening their wallets commoditized Web advertising. Our loyal readers and Web site visitors are worth much more.
• Stop making Return on Investment (ROI) entirely the publisher's responsibility.
I've seen way too much bad creative over the years, horrible landing pages (or no landing page at all), and poor lead follow-up that never gets back to the ad-buyer who ends up blaming everything on us.
• Charge all publishers postage for their e-newsletters. Even if it were just a penny per message, this would make you think twice about sending another e-mail newsletter to a subscriber who originally asked for one on a different topic. If you don't get someone to request the new e-newsletter, at least compile subscribers who have indicated they have an interest in your new subject matter and are actively involved in your existing e-newsletters as readers and clickers. If you want e-mail to survive as a content distribution method and advertising revenue stream, help reduce your subscribers' inbox clutter.