Scott Karp has a lesson for online publishers – and it’s a good one:
So what’s the lesson for newspapers and other traditional media companies trying to transform themselves into online publishers?
Stop selling space.
The interesting thing though is that I think he underestimates the intelligence of publishers. In the magazine world, selling intention in this way has long been a staple. Niche magazines, selling only 20,000 copies or less, could be madly profitable if they offered to a bunch of readers in a specific market intending by buy products.
The problem, of course, is that Google offers all this but better.