5 obstacles + 3

I really like the article by Rick Corteville today on iMediaconnection. It’s totally in line with my current pessimism🙂

Rick presents the 5 obstacles that are holding our industry back. I think there are more. Let me ad a few

  • CPC model is hurting the industry big time and will continue to do so untill sell through rates reach 100%. The message you give to the market when promoting CPC model is that only the people who click on a banner or text link have been impacted by an online advertising.
  • We are too kind: we tolerate material arriving too late and never apply penalties for customers who cancel campaigns. At the end of the day, this harms our credibility and gives us an amateuristic image.
  • We don’t like stability. We are too quick to announce the world have changed and tend to forget that advertisers hardly noticed the previous revolution

But all those obstacles are largely compensated by one thing: people are massively using this media, dailies and magazines are struggling to survive and this will not go backwards.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: