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Forbes Recognizes That There Are Better Business Models Than Pure Advertising
from the about-time dept
We've been making this point for years (and living it with our Insight Community offering), but it appears that other media providers are finally recognizing that there really are other business models than "advertising" or "subscriptions." There's been this theory out there for the longest time that those were the only possible ways to make money in the publication space. Thankfully, it looks like more and more publications are recognizing there are other options as well. A few folks sent over news that Forbes appears to be making the same point, noting that advertising is a commodity, but services are not. Thus, they're launching a "reputation tracker" for companies.
While Jay Rosen was kind enough to compare Forbes' new offering to our Insight Community, I'm not sure it's quite there yet. It looks like Forbes' offering is more just about getting feedback from people, rather than really leveraging the strengths of the community. Frankly, it still amazes me that more media publications don't do more for their community (and in some cases, actively fight their own community). The whole reason media works as a business is because it brings together a community, and then does something with that community. The traditional model was to just sell their eyeballs -- which only gets you so far. I think models that focus on actually using the intelligence in that community to do something useful seems a lot more powerful. Hopefully, Forbes' step in that direction is an indicator that more media publications are realizing there's more to a business model than advertising and subscriptions.
While Jay Rosen was kind enough to compare Forbes' new offering to our Insight Community, I'm not sure it's quite there yet. It looks like Forbes' offering is more just about getting feedback from people, rather than really leveraging the strengths of the community. Frankly, it still amazes me that more media publications don't do more for their community (and in some cases, actively fight their own community). The whole reason media works as a business is because it brings together a community, and then does something with that community. The traditional model was to just sell their eyeballs -- which only gets you so far. I think models that focus on actually using the intelligence in that community to do something useful seems a lot more powerful. Hopefully, Forbes' step in that direction is an indicator that more media publications are realizing there's more to a business model than advertising and subscriptions.
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Wow
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Re: Wow
for taken values of 'you', the answer is likely to be 'pancakes'
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Non ad-based revenue models are too frightening to media
Apparently they hope that the environment that allowed them to command the margins they once had from controlling access to those eyeballs will return back after the recession.
If only they realised that their function as a media company is to acquire, maintain and monetise audiences, they could look into alternatives. Some of which we very recently discussed in a workshop at the Media Camp Athens event http://www.pagonis.org/dialogue/MCA2010.html.
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Funny thing
I would really like to read that one but ... LOL ... nut I am not a member
here is the link Reputation Institute
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Business
http://www.informationtou.com/advertising/
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