Let's leverage the power of the Web - don't get rid of it, but make the Web beautiful again. We need to give the content room to breathe and give magazine-style advertisements the opportunity to flourish.
Sentiment: POSITIVE
I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.
I think what we should have done is integrate the web site with the magazine much earlier in the process.
The next wave of the Web is going to be user-generated content.
Have you heard of this new thing called the internet? It's giving people new expectations. It's allowing them to become their own expert. Knowledge lies anxious at their fingertips. Gloss over the truth in your advertising and you'll quickly be dismissed as a poser.
We believe that the best Web content optimization strategy is something as old as journalism itself: the shocking truth and the authentic opinion.
On the Internet, news is consumed a la carte. If someone shows up on the main page of a website and doesn't see anything of interest, they leave. This negatively impacts ad revenues. The solution on the Internet is to pack news websites full of things that will draw people in, regardless of whether they are news or not.
I think newspapers shouldn't try to compete directly with the Web, and should do what they can do better, which may be long-form journalism and using photos and art, and making connections with large-form graphics and really enhancing the tactile experience of paper.
We could say we want the Web to reflect a vision of the world where everything is done democratically. To do that, we get computers to talk with each other in such a way as to promote that ideal.
The future of advertising is the Internet.
The Internet is king. Newspapers are dead or dying. Magazines are shrinking every day. Ad budgets are being cut. The bottom line is now the only line in advertising.