Conversation Agent - Valeria Maltoni - The Future of Media is Social, it Streams, and it Scales

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I see. This might explain why my efforts (however minimal) to implement something similar have been slow to launch!

If they just want their clicks, let them eat cake, but this still leaves the question of how media outlets can survive once the advertisers move on to the next big thing?

Is it "information products?"

Your argument is why I ran the experiment of offering feed sponsorship to events and organizations here. It didn't work. It turns out, advertisers did not want to become part of the conversation and sponsor the community much. They just wanted their clicks. Well, then, they get what they want, don't they? I changed my model to just ads. Incidentally, that is also less work for me than looking to help a brand or event connect with my audience through relevance...

Sorry for losing you on this one, Valeria. Lately I've been giving a lot of thought to the future of journalism.

In the sense Flipboard allows a tailored user experience, I think it sounds excellent; even the smart ad placement. My concern is media outlets basing their business models on the mere display of advertising, rather than facilitating relationships between platform, partners, and audience.

As a business, I don't like the idea of shelling out cash for ad placement. I see paying CPM to place what is basically a self-serving interruption less effective than, say, working with the media outlet to apply our experience and strengths to delivering something which adds value to the user experience.

"Why are your readers going to care about our financial investment in your publication? How can we help them? How can we make them feel valued and build a meaningful, long term relationship? What does that look like?"

Traditional advertising - however cleverly selected - is primarily focused on generating revenue for the publication and the advertiser, with "informing the audience" almost an afterthought.

I think there is potential to do more. After all, "if at first the idea is not absurd, then there is no hope for it," right? :)

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  • Since 2006, Conversation Agent focuses on business, technology, digital culture, and human behavior. At Conversation Agent LLC, I help organizations and brands that want to build better experiences tell a new story.


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