{"id":29841,"date":"2019-05-18T08:45:57","date_gmt":"2019-05-18T13:45:57","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=29841"},"modified":"2019-05-20T08:12:12","modified_gmt":"2019-05-20T13:12:12","slug":"the-future-of-paid-content-same-as-it-ever-was","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/the-future-of-paid-content-same-as-it-ever-was\/","title":{"rendered":"The Future of Paid Content: Same As It Ever Was"},"content":{"rendered":"\n<p>Eight years ago, I had an opportunity to speak to a group of marketing pros in Boston about the future of paid content. I was invited to speak by my friend and former colleague, <a href=\"https:\/\/twitter.com\/SloaneKelley\">Sloane Kelley<\/a>, one of the founders of <a href=\"http:\/\/www.geek-end.com\/\">Geekend<\/a>, an annual gathering now in its 11th year. <\/p>\n\n\n\n<p>I had an audio recording from the talk in my files, and this week I finally connected it to the slide deck I presented on that day October day in 2011. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">My GeekEnd 2011 Presentation <\/h3>\n\n\n\n<figure class=\"wp-block-embed-vimeo wp-block-embed is-type-video is-provider-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Future of Paid Content\" src=\"https:\/\/player.vimeo.com\/video\/336675721?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe>\n<\/div><figcaption>At 21:00 minutes in, I briefly discuss the &#8220;Penny Gap,&#8221; an argument against micropayments.<\/figcaption><\/figure>\n\n\n\n<p>I am surprised to hear how current some of the topics sound eight years later. Today, we have less news, fewer journalists, but a greater number of paywalls. Clearly, content producers, small and large, continue to struggle. <\/p>\n\n\n\n<p>According to <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2018\/07\/30\/newsroom-employment-dropped-nearly-a-quarter-in-less-than-10-years-with-greatest-decline-at-newspapers\/\">Pew Research<\/a>, newsroom employment in the U.S. dropped by 23% from 2008 to 2017, and the slide into newlessness continues unabated today.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Will Better Data and Better Business Practices Save Journalism?<\/h3>\n\n\n\n<p>There are many economic and societal factors contributing to journalism&#8217;s decline. Digital disrupted this legacy industry, and the impacts of the seismic event continue to reverberate.<\/p>\n\n\n\n<p><a href=\"https:\/\/digiday.com\/media\/beyond-nine-lives-salons-new-owners-look-trim-costs-seek-easy-profit\/\">On May 8<\/a>, Salon Media Group disclosed in a filing with the Securities and Exchange Commission that it had sold <em>Salon<\/em> to <a href=\"https:\/\/proper.io\/about\/chris-richmond\">Chris Richmond<\/a> and Drew Schoentrup, the owners of monetization services firm <a href=\"https:\/\/proper.io\/\">Proper Media<\/a>, for $5 million \u2014 a far cry from the $107 million the company was valued at when it went public in 1999.<\/p>\n\n\n\n<p>Salon&#8217;s new owners say they see an easy path toward profits \u2014 without cutting editorial at the small publisher, which now has fewer than 30 full-time employees. Richmond believes that his team can slim Salon\u2019s operating and technology expenses and win better rates for the site\u2019s display inventory. He also sees a path toward adding consumer revenue, though the focus for the site will be on programmatic advertising.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Reader Support Is A Reach, But It&#8217;s Always Needed and Appreciated<\/h3>\n\n\n\n<p>Midway through the 2011 presentation highlighted above, I discuss Adpulp.com and the attempts that have been made here to create a steady flow of income from advertisers <em>and<\/em> from members of the audience. <\/p>\n\n\n\n<p>The short version is making money from this highly specialized content is a grind. Our audience is not large enough for us to rely solely on ad-based revenue, and our readers, like readers of digital content everywhere in the world, seem to be convinced that this resource will be here tomorrow. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>For the record, Adpulp is a passion play, now in its 15th year. We provide the kind of news and opinion that our readers can use to elevate their performance on the job. Our archive contains more than 10,000 articles. Please use our search function and drop-down menu on the sidebar to dig for items of interest. Better content leads to more informed advertising workers, which leads to better work. That&#8217;s the equation and our reason for showing up here on a daily basis. <\/p>\n\n\n\n<p>We&#8217;re happy that you are here too. To support Adpulp.com with a financial gift, head over to <a href=\"http:\/\/paypal.me\/adpulp\"><strong>PayPal.me<\/strong><\/a> and drop some dinero on us. Muchas gracias.<\/p>\n\n\n\n<p>For supporters who contribute $44 or more, Adpulp will provide:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Access to Adpulp&#8217;s private chat community<\/li><li>Custom Adpulp and advertising-related stickers for your laptop<\/li><li>One &#8220;Ask Me Anything&#8221; 30-minute phone call or video chat with Adpulp&#8217;s editor<\/li><\/ul>\n\n\n\n<p>PREVIOUSLY ON ADPULP: <a href=\"https:\/\/adpulp.wpengine.com\/become-a-premium-sponsor-and-captivate-the-adverati\/\">Become A Premium Sponsor of Adpulp.com and Captivate The Adverati<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Eight years ago, I had an opportunity to speak to a group of marketing pros in Boston about the future of paid content. I was invited to speak by my friend and former colleague, Sloane Kelley, one of the founders of Geekend, an annual gathering now in its 11th year. I had an audio recording [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":29861,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,183,70,161,29],"tags":[],"class_list":{"0":"post-29841","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-people","8":"category-adpulp","9":"category-content","10":"category-industry-analysis","11":"category-self-promotion","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Future of Paid Content: Same As It Ever Was - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/the-future-of-paid-content-same-as-it-ever-was\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Future of Paid Content: Same As It Ever Was - Adpulp\" \/>\n<meta property=\"og:description\" content=\"Eight years ago, I had an opportunity to speak to a group of marketing pros in Boston about the future of paid content. 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I'm traveling\u2026","rel":"","context":"In &quot;Blogs&quot;","block_context":{"text":"Blogs","link":"https:\/\/www.adpulp.com\/category\/blogs\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/wp-content\/uploads\/2011\/09\/Geekend_DMA_2011.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":11729,"url":"https:\/\/www.adpulp.com\/rich-man-digital-man\/","url_meta":{"origin":29841,"position":1},"title":"Rich Man, Digital Man","author":"David Burn","date":"August 5, 2011","format":false,"excerpt":"The wealthiest American consumers, those in homes with at least $100,000 annual incomes, are difficult for marketers to reach through traditional means, but \u201cAffluent Consumers in a Digital World,\u201d a new study from the Interactive Advertising Bureau (IAB) finds these higher-income Americans embracing digital media\u2014and its ads, to some degree.\u2026","rel":"","context":"In &quot;Content Marketing&quot;","block_context":{"text":"Content Marketing","link":"https:\/\/www.adpulp.com\/category\/content\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":12895,"url":"https:\/\/www.adpulp.com\/direct-to-boston\/","url_meta":{"origin":29841,"position":2},"title":"Direct To Boston","author":"David Burn","date":"October 7, 2011","format":false,"excerpt":"BOSTON--Direct marketers from agencies and client organizations near and far are in the house for their annual Direct Marketing Association confab. But that is not why I am here. I am here to geek out, thanks to an invite to speak on the future of paid content from the organizers\u2026","rel":"","context":"In &quot;Awards&quot;","block_context":{"text":"Awards","link":"https:\/\/www.adpulp.com\/category\/awards\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/img.youtube.com\/vi\/DebhWD6ljZs\/0.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":7289,"url":"https:\/\/www.adpulp.com\/guest_post_sava\/","url_meta":{"origin":29841,"position":3},"title":"Guest Post: Savannah Unleashes The &#8220;Geek&#8221;","author":"David Burn","date":"November 15, 2009","format":false,"excerpt":"Editor's note: This article is by Sloane Kelley, a former colleague and current friend. She stepped in to my shoes when I left BFG Communications last year and is now the agency's Content Director. She's also a mover and shaker in Savannah (and beyond), as this guest post clearly indicates.\u2026","rel":"","context":"In &quot;Agencies&quot;","block_context":{"text":"Agencies","link":"https:\/\/www.adpulp.com\/category\/agencies\/"},"img":{"alt_text":"WeLoveGeeks.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2009\/11\/15\/WeLoveGeeks.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":20085,"url":"https:\/\/www.adpulp.com\/radio-host-bob-knorpp-makes-move-trades-on-his-shows-success\/","url_meta":{"origin":29841,"position":4},"title":"Radio Host Bob Knorpp Makes Move, Trades On His Show&#8217;s Success","author":"David Burn","date":"July 23, 2013","format":false,"excerpt":"Flashback to early October 2011 in downtown Boston. I'm in the city to present a talk on paid content at Geekend (a smaller tech conference within the much larger DMA). I see Bob Knorpp on the trade show floor from afar -- he pretty much towers above the crowd. As\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2013\/07\/BobKnorpp_DMA_Boston.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":12835,"url":"https:\/\/www.adpulp.com\/map-it-out\/","url_meta":{"origin":29841,"position":5},"title":"Map It Out","author":"David Burn","date":"October 3, 2011","format":false,"excerpt":"I'm speaking at Geekend Roadshow\/DMA2011 in Boston tomorrow afternoon. At the end of my talk on \"Paid Content in 2012 and Beyond\" I will ask the content marketers in the room to create an editorial calendar. According to Ad Age, some marketers are already doing so. Mercedes Benz, Nestle Purina\u2026","rel":"","context":"In &quot;Content Marketing&quot;","block_context":{"text":"Content Marketing","link":"https:\/\/www.adpulp.com\/category\/content\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/29841","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=29841"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/29841\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/29861"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=29841"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=29841"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=29841"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}