Last weekend, Jay Rosen was part of a New York University hyperlocal conclave, and there he succinctly talked about how advertising is evolving from legacy media to online: It’s about value-added expertise. News publishers need to deliver an expertise service to advertisers. Help them move beyond simply placing a display ad between stories.
“Advertising now is not about ‘adjacency,’ it’s about selling competence to other people. How you design your organization as it runs, it is creating something that then has commercial value in another context. Gain expertise by doing a particular form of work, go to someone else who needs this highly specialized service.”
One example that comes to mind is Ben Ilfeld’s SacramentoPress.com. Ben, a programming wiz, has developed applications and an advertising portfolio that draws on his digital expertise.
What do you have a special knowledge or service in that can be parlayed into value-add for clients?
Others at the conclave also mused that advertising is no longer about CPMs — something start-ups understand but legacy media still follows. It’s quality over quantity..