When I began writing the weekly newsletter that became this blog, 20 years ago, the threat of this loss was a primary theme. I asked newspapers and magazines “how hungry are you?” suggesting that if they turned advertisers into business partners, and earned commissions on sales, they could prosper on this medium.
Advertising is just a means to an end. Newspapers sell space for ads, and ads start readers down a sales funnel. Sales are what the buyers of advertisements want. If online publishers could deliver sales, I thought, they would earn all their business partners’ marketing budget.
I saw even then how the Internet could deliver a store’s entire experience, from advertising, through marketing and sales, through the transaction to service and support. It was the publishing opportunity of a lifetime.
No One Took It