Searching for B2B search advertising solutions

Searching for B2B search advertising solutions: This morning, I blogged the rather obvious suggestion that business-to-business media companies could, if they worked together, offer B2B advertisers a keyword search solution that is superior to consumer-oriented search companies. Colin Crawford of IDG pointed me to TechWords, a new program that allows technology advertisers to purchase keywords across all the IDG online properties.

The business of search advertising in the context of work-oriented decision-making is still being sorted out. As usual, IDG is out in front, showing the business-to-business media world (and advertisers) just how much opportunity there is out there.

Oh, and Colin mentioned that ComputerWorld is about to launch a redesigned site. Here’s what it will look like but turn down your computer’s volume before clicking there.

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Searching for B2B search advertising solutions


magazines
<b>Searching for B2B search advertising solutions:</b> This morning, <a href=”http://www.rexblog.com/2006/04/27#a10091″>I blogged the rather obvious suggestion</a> that business-to-business media companies could offer B2B advertisers a superior keyword search solution than consumer-oriented search companies. <a href=”http://colincrawford.typepad.com/idg/2006/04/techwords.html”>Colin Crawford of IDG</a> pointed me to <a href=”http://www.techwords.com/”>TechWords</a>, a new program that allows technology advertisers to purchase keywords across all the IDG online properties. </p>The business of search advertising in the context of work-oriented decision-making is still being sorted out. As usual, IDG is out in front, showing the business-to-business media world (and advertisers) just how much opportunity there is out there.</p>
Oh, and Colin mentioned that <a href=”http://www.computerworld.com”>ComputerWorld</a> is about to launch a redesigned site. <a href=”http://zones1.computerworld.com/tour/ComputerWorldSiteTourOnline_V2b.html?source=m-demo1″>Here’s what it will look like</a> but turn down your computer’s volume before clicking there.
<!– technorati tags start –><p style=”text-align:right;font-size:10px;”>Technorati Tags: <a href=”http://www.technorati.com/tag/B2B” rel=”tag”>B2B</a>, <a href=”http://www.technorati.com/tag/magazines” rel=”tag”>magazines</a>, <a href=”http://www.technorati.com/tag/idg” rel=”tag”>idg</a></p><!– technorati tags end –>
Searching for B2B search advertising solutions

First, sue the bloggers

First, sue the bloggers: Blogger Lance Dutson of the Maine Report is being sued by a state tourism department subcontractor. The subcontractor, an ad agency, doesn’t like the way Lance has been “covering” a mistake they made. According to Dutson, “they’re suing me for showing an ad I pulled from the Maine Department of Economic and Community Development website, that features a phone sex number instead of the real number to call for Maine tourism information.” Lance is a member of the Media Bloggers Association (as am I), which is joining in as co-counsel, through MBA’s general counsel, Ronald Coleman. Developing.

Update: (via Jeff Jarvis) A list of   legal actions against bloggers is being maintained by Eric Robinson of the Media Law Research Center.

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Searching for magazine’s search solution

Searching for magazine’s search solution: Let me say this first: Walling off the content of a magazine’s online property is NOT a solution, despite any analysis from the Boston Consulting Group or whoever else wants to suggest it. Actually, I don’t know what’s in the research, but Hershel Sarbin says it raises the right questions, and he was at the conference yesterday where the analysis was presented. The questions may be right, but I’ve got to agree (however, I’d not put it in the same type of vernacular) with Niki Scevak, who interpreted the message of the analysis to be (based on what the Mediapost.com article says), “the basic crux of the report is that magazine publishers should get together, collude and not allow search engines to index their content. That’s because search engines make money from advertising and that they link to blogs.”

As I’ve stated on this weblog ad nauseum, Google is not the enemy (at least in this case). Google is writing millions of dollars of checks each month to publishers for all of those Adsense ads appearing on their websites. Also, (lest one forgets), it recently handed over $1 billion to the world’s largest magazine publishing company to acquire 5% of an online business the company owns. Businesses don’t wall off folks who write them such checks.

I am not able to comment on the suggestion that search engines somehow devalue the brands of the media to which they deliver traffic. I can’t comment on it because I don’t even understand the premise enough to argue against it.

Regarding the broader topic of magazines and search, I will say this: Magazine publishers, especially those in the business-to-business arena, have the opportunity to work together to provide advertisers with a better search advertising option than the broad, consumer-focused services. Narrow search (a very easy-to-understand example of “narrow search” is Rollyo, where you can put together your own “narrow search” of, say, magazine resources) or, for another example, what I am experiementing with at search.smallbusiness.com) can simplify search in a business context. More importantly, if publishers within a certain category work together to develop common taxonomies in their niches, they will discover search options that can serve their industries and their readers’ interests with a more compelling search experience than search that has to, by necessity, appeal to the broadest possible market.

We are in the early, early days of search.