TV call them “viewers”
Radio call them “Listeners”
Newspapers and magazines call them “readers”

Yes ok…so he’s an old dog who only wants to learn new tricks that improve his handicap but it resonated with me and I have since removed the word from my vocab. It’s a small step towards putting a face to those eyeballs. My new word is “People”

You should be proud that you generated some revenue for local niche publishers who had little chance of doing it alone (and will continue to do so). Much better than it going to the top 5 or the networks who send 75% of ad dollars back to the US head office in the form of comm’s or license fee’s.

No? Probably best not.

Cheers,

Tim – Mumbrella

Nailing women 25-39 has proven difficult for digital locally, magazines generally tend to get the lions share of investment for those looking at this audience outside of TV. In the US things seem to be different but that is probably due to the size of the overall ad pool and the ability to feed more mouths than anything deeper.

Yes, under licence from publishers in the US (Gawker Media, Sugar Publishing and Nerve Media), however on long term models – 10 years +. We employ our own editors on each title we publish that are responsible for creating unique Australian content that we own. Sure, we licence content from the US – but choose to publish what is relevant for the Australian versions of each site with relevant localisation when needed eg pricing, availability, seasonality.

Ben

Correct me if I’m wrong, but I thought a lot of your brands and international content are only under licence fromt he US?. I guess that’s a relationship that could end at some point, and surely you won’t then own the content?

Cheers,

Tim – Mumbrella

As I’ve said all day today, ‘this is just our experience’ – it’s not to say that it’s everyones or that display doesn’t work. Just isn’t our bag – not enough money in it to make the effort worth while.

Really impressed with what you guys are doing here, it’s looking good.

J

I just wonder whether the comment that display CPM’s are dropping is a fair comment? Sure, there’s always going to be rate/yield pressures – but the extent to which this is managed, and communicating the benefits of an engaged and quality audience is key to ensure ongoing sustainability.

Having read yesterday’s story on performance advertising driving rates down – this is something close to our heart at Allure and something we agree with – we actually think that the performance network model in the market is doing far more harm than good, but also opens up opportunities for targeted publishing environments that understand and sell off their position.

The issue is three fold:
- we don’t own our own eyeballs so doing long term / large inventory deals is difficult without having to renegotiate with all the publishers everytime. Too much hassle
- the constant pants dropping of CPM’s has meant that actually making any money out of display is difficult. Why do you think there’s the debate the charge for online news content? Creating content to sell display around is daft.
- we can make 5 times as much revenue in the EDM area and the automated system enables us to do this while managing both publishers expectations and workloads. Why wouldn’t we do it.

The term in the headline (whilst I’m sure it grabbed attention) of ‘forced’ out is a little far fetched. We have opted out. Happy for others to do it better than we can.