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The Economist’s Tom Standage on digital strategy and the limits of advertising

69 点作者 trey_swann大约 10 年前

7 条评论

bjelkeman-again大约 10 年前
The interesting thing with the Economist is that they alone seem to be able to do what they do. A weekly editorial summary of news and relevant stories that people pay for, which is read by business people. Is there a competing magazine? I am not aware of it.<p>Their content is unrivalled, although you really need to be aware of their biases. But I don&#x27;t feel they try to hide them, rather the opposite.<p>However, with so few global sources of information, like The Economist, that do a good job, aren&#x27;t we in danger of quite a narrow understanding of what is going on?<p>I think the Guardian Weekly is an interesting counterpoint, but it isn&#x27;t avaiable on digital afaik. Are ther other weekly news magazines that reaches the Economists editorial quality?
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fallous大约 10 年前
I&#x27;ve been cogitating on some of the themes Standage brings up in this interview for awhile and I suspect he&#x27;s far more correct than incorrect. The proliferation of adblocking and incognito browsing is going to do marked damage to advertising networks like DoubleClick because the loss of demographic targeting means they are forced to basically become run-of-site ad outlets. Additionally, the amount of fraud in the ad views and click rates has become far more obvious to advertisers over the last 18 months and will only increase as sites try and game the revenue to make up for ad blocking. This does not bode well for the traditional ad model that has prevailed on the Net for the last 15+ years.<p>I suspect that Facebook becomes the real winner in this due to the fact that no one uses the site without logging in, has provided enormous amounts of targeting info, and with Facebook controlling the ad experience they cut out the likes of Doubleclick and deal directly with the advertisers. They&#x27;re vouching for the legitimacy of the ad performance metrics and handling the targeting internally using their own data, and so will be able to command a huge premium. A few years ago I would&#x27;ve laughed at the idea that Facebook would be able to compete with Google in the ad revenue market, but I&#x27;m not laughing now.
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drpgq大约 10 年前
&quot;The other thing about ads is that 41 percent of millennials are using ad block. My daughter has ad block and she goes around infecting every machine she gets to. She puts it on everything.&quot;<p>Didn&#x27;t realize that ad block was that popular with millennials. I was always thought it was more popular with those that were tech savvy regardless of age.
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netcan大约 10 年前
Sounds like an interesting guy.<p>I think he’s slightly underestimating or misunderstanding the “VC backed frivolousness” though. No one knew that a search engine could generate 20-30bn p&#x2F;a in advertising revenue until it did. Even Facebook, taking their advertising “stock” into a more mature existing market didn’t know what it was worth in advance. No one knew that TV advertising would be worth what it is&#x2F;was until the American’s ‘National Brands’ complex matured. It was all nearly impossible to estimate beforehand.<p>So… I think VC’s are making some sort of a bet that news = attention = advertising revenue. It’s vague, but that’s to be expected. It’s also not an arbitrary connection being made between media and software. The economic difference between Gangnam Style and Charlie Bit Me is that Psy has something to sell that is valuable once recognizable enough. The exchange rate for popularity to money is fairly arbitrary and difficult to determine in advance.<p>In any case, I think they as a business are doing the right thing. We need companies doing their job for the most part. 5% chance at a 20X return can’t be the way everyone does business.<p>OTOH, I’m not sure that journalistically The Economist really does do some difficult task that no one else can do. I mean, the difficult part is investigative journalism is it not? Otherwise, it’s just writers clarifying and putting their own perspective on existing work. It’s investigative in the sense that they talk to experts, I suppose. But, I still get the feeling they’re in the section of the complex which is most easy to solve.<p>Right now you can read the economist and get up to speed on Yemen, The Iran Deal, British Elections, and various smaller topics in the same economist style. They are not in the business of exploring and upsetting and revealing. I’m not worried that this kind of reporting is something we’ll lack for.<p>Anyway, one of the things that did impress me is a lack of a common Old News complaint that people <i>should</i> pay for journalism, that it <i>should</i> be funded somehow and that things are not allowed to change in ways that jeopardise the way they do things. I spoke to a journalist recently that was all complaints about how no one wants to pay for news anymore.
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draugadrotten大约 10 年前
Previous discussion and comments. <a href="https:&#x2F;&#x2F;news.ycombinator.com&#x2F;item?id=9306286" rel="nofollow">https:&#x2F;&#x2F;news.ycombinator.com&#x2F;item?id=9306286</a>
keithpeter大约 10 年前
$2.49 per <i>month</i> sounds ok for a professionally edited daily e-mail about European relevant news. I can&#x27;t seem to just pay them for the e-mail version. Seems an odd way to go about getting decent writing paid for.<p>Edit: downvoters please explain reasons.<p>My argument is that I&#x27;m trying to make what is essentially a micro-payment for good quality writing delivered using a universal protocol (e-mail).
freedomnow大约 10 年前
True liberty and happiness will only be found in a completely free market.
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