B2B Memes
SEPTEMBER 26, 2012
For many in B2B publishing, the future hinges on a simple question: Is online advertising viable? But to me, at least, one thing is certain: advertising will only work where it is based on transparent, equal, and positive relationships among publisher, advertiser, and consumer. The answer, unfortunately, is not yet clear.
B2B Memes
SEPTEMBER 26, 2012
For many in B2B publishing, the future hinges on a simple question: Is online advertising viable? But to me, at least, one thing is certain: advertising will only work where it is based on transparent, equal, and positive relationships among publisher, advertiser, and consumer. The answer, unfortunately, is not yet clear.
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B2B Memes
AUGUST 10, 2012
But whenever he explains AdVoice, the Forbes approach to mixing editorial contributions from advertisers with more traditional editorial, I start feeling queasy. Where I get uneasy with content marketing, though, is when it starts to look more like advertising. But is transparency an adequate defense?
B2B Memes
AUGUST 10, 2012
But whenever he explains AdVoice, the Forbes approach to mixing editorial contributions from advertisers with more traditional editorial, I start feeling queasy. Where I get uneasy with content marketing, though, is when it starts to look more like advertising. But is transparency an adequate defense?
B2B Memes
APRIL 20, 2012
In his former life as a journalist, Farbman said, “I always had the sense that I was creating information, but the real purpose of that information was to sell something—to sell newspapers and ad space.” Journalism has always been about selling things.
B2B Memes
OCTOBER 19, 2010
In a speech last June , he argued that editors should get involved in all sides of a business, even if that meant selling advertising. Realistically, the average editor is probably the last person you would want to sell advertising. Taking advertising orders is one thing, but actively selling is quite another.
B2B Memes
JUNE 28, 2010
to position the company as a trusted information source for the future, to earn the respect of the audience through truthful content.”. The interactivity inherent in conversational media means the reader is not simply a passive recipient of information, but shares ethical responsibility.
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