symbiotic editorial

Are Advertisers Competing with Publishers?

July 21, 2009 · 0 comments

I’m starting to wonder whether publishers might end up in competition with their own advertisers. Looking at the 22 reasons people go online, it’s not hard to see why publishers can’t sell their ad space the way they used to. People go online primarily to learn, have fun, and socialize, and the web gives them [...]

{ 0 comments }

NYT Pushes Symbiotic Editorial

June 4, 2009 · 0 comments

Considering how the New York Times is coping with the the plight of the publishing industry and news media better than most, it’s not surprising to see that they might be pursuing a more symbiotic editorial model. Granted, when it comes to weathering the storm, the NYT is a lot larger in both scope and [...]

{ 0 comments }

Symbiotic Editorial

June 4, 2009 · 0 comments

Symbiotic editorial is kind of like when you treat your content like a public park rather than a walled garden. And there are three parts to pursuing the model: (1) having two poducts; (2) having two target markets — one readers, the other advertisers; and (3) understanding that readers are also both consumers and users. [...]

{ 0 comments }

Symbiotic Editorial: What Print Publishing can Learn from Vice Magazine

May 28, 2009 · 0 comments

An emerging concept in the fledgling world of publishing is “symbiotic editorial.” It’s a concept that’s about publishers taking greater control of ad revenues by proactively connecting their audience with offers that their audience actually cares about. It’s kind of like using readers to target advertisers, rather than letting advertisers snipe their audiences. Instead of [...]

{ 0 comments }