- Lower subscriptions = lower impressions
- Inferior tracking – advertisers are waking up to the fact that the web allows them to better track their spending and ROI. Can we really know how much business was generated from that full page color ad? Usually not. Can we find out how many prospects clicked on a well placed web ad and how many of those clicks turned into revenue? Definitely. Companies like Hubspot are making this easier for businesses to effectively track their spending
- Print ads are one way – How I view an ad is the advertiser interupting what I’m doing and telling me about what they want to sell me. But, I can’t talk back and tell them that I’m not interested. So, what happens? Now I’m conditioned to ignore all advertisements because I’m sick of being interupted and not having the opportunity to talk back. What the web allows business to do is to have a two way conversation. Whether it is in the blogosphere, Twitter, Facebook, MySpace, etc, etc, etc. there are an ever growing number of tools available for businesses to have a two-way conversation with their prospects and customers.
I sincerely hope that I’m wrong about Inside Tri. Maybe there is some grand plan to incorporate their website with this new format. Maybe my extreme lack of magazine publishing experience will make this blog post pointless. Time will tell…