Future of online advertising
I know it is tough out there for the economy and particularly hard for advertising/publishing business. Nick Denton has a doom and gloom scenario for the nanopublishing business. He writes, “From conglomerates to internet ventures, executives should be planning now on a decline of up to 40% in advertising spending during this cycle. Instead they’re sleepwalking into economic extinction…”
Nick, I understand how you want to turn your business around and have the data to support your decisions about Consumerist and Valleywab.
Unfortunately, you are stretching numbers for your business to the universe of other online advertising supported businesses. Please understand that despite some commonalities, there are so many other features that differentiate one business from others. And that is why while some businesses are doomed, there are others that are either holding steady or even thriving. Ours is one of them. The lesson is that if you build an empire on one vertical, say auto, finance, politics, or travel, you have a rough patch ahead, but if you build something that is more focused on lifestyle issues no matter how the economy does, you can ride out any recession without going out of business.
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