The UK’s most prominent political bloggers have seen the future. They’re centralising their content in a bid to make revenue from advertising. Not just any advertising though – advertising that their readership want to see.
This news is followed hot on the heels by an online advertising conundrum. A number of media companies are suggesting that there is a shortage of expertise in the online advertising arena and this is slowing business opportunities to capitalise on the audiences across the web, particularly on social networking sites like MySpace, Bebo and YouTube.
Does this mean that the sector is not growing as quickly as we would all like it to? Start-up Spiralfrog obviously doesn’t think so. The online music outlet, launching in December, is planning to be the first to provide free and legal music downloads. It’s going to fund itself, the music labels and the artists through advertising on the site.
In this circumstance ‘build it and they will come’ is probably a fair assessment. Who is likely to turn down free music with the added bonus of a clear conscience! However, can the net sustain itself across other markets funded purely by advertising?
I’d be interested to know other people’s thoughts as I suspect ROI in online advertising will at some point become much more challenging.