Comments on: THE LONG-TAIL AND THE DE-PORTALIZATION TREND http://www.innovationsinnewspapers.com/index.php/2006/12/13/the-long-tail-and-the-de-portalization-trend/ BY JUAN ANTONIO GINER, PRESIDENT AND FOUNDER OF INNOVATION INTERNATIONAL MEDIA CONSULTING GROUP. LONDON. Mon, 30 Jan 2012 03:37:05 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Atrium - Media e Cidadania http://www.innovationsinnewspapers.com/index.php/2006/12/13/the-long-tail-and-the-de-portalization-trend/comment-page-1/#comment-417 Atrium - Media e Cidadania Thu, 01 Mar 2007 16:04:33 +0000 http://www.innovationsinnewspapers.com/index.php/2006/12/13/the-long-tail-and-the-de-portalization-trend/#comment-417 <strong>Tráfego na net, rendimento e jornalismo...</strong> A internet está a evoluir no sentido de uma dimunição da importância relativa dos portais em favor de uma distruibuição mais equitativa do tráfego - este é o ponto de partida para uma intrigante previsão gráfica avançada pela edgeio. Ideias... Tráfego na net, rendimento e jornalismo…

A internet está a evoluir no sentido de uma dimunição da importância relativa dos portais em favor de uma distruibuição mais equitativa do tráfego – este é o ponto de partida para uma intrigante previsão gráfica avançada pela edgeio.

Ideias…

]]> By: Christian Oliver http://www.innovationsinnewspapers.com/index.php/2006/12/13/the-long-tail-and-the-de-portalization-trend/comment-page-1/#comment-116 Christian Oliver Thu, 14 Dec 2006 19:45:00 +0000 http://www.innovationsinnewspapers.com/index.php/2006/12/13/the-long-tail-and-the-de-portalization-trend/#comment-116 I agree with everything. This is another way to put many things we've been saying for a while. It's a combination of media fragmentation and the long tail economy metaphors. I think Google has been very smart in that they have become a true enabler. For publishers, companies like Google can become great allies because they provide technologies which allow publishers to concentrate on what they do best. Is Google the next Donelly? As a consequence of Fragmentation we have the increased importance of the "foothill", which we've referred to for a while as niche content publishers. Technorati is a perfect example of a niche publisher. They key for traditional media companies is to be more connected than ever to their audiences and have a very fluid understanding of their preferences. In other words, know which kind of foothill your audience wants (several actually) and cater to it. In marketing terms, this is equivalent to segmenting your audience more and more. Marketing, in its complete sense (not just advertising), is crucial for the success of any publisher. Other industries have known about this for decades but media has really not been used to it. That is why Procter & Gamble doesn't just sell one shampoo. One size does not fit all. I agree with everything. This is another way to put many things we’ve been saying for a while. It’s a combination of media fragmentation and the long tail economy metaphors. I think Google has been very smart in that they have become a true enabler. For publishers, companies like Google can become great allies because they provide technologies which allow publishers to concentrate on what they do best. Is Google the next Donelly?
As a consequence of Fragmentation we have the increased importance of the “foothill”, which we’ve referred to for a while as niche content publishers. Technorati is a perfect example of a niche publisher.
They key for traditional media companies is to be more connected than ever to their audiences and have a very fluid understanding of their preferences. In other words, know which kind of foothill your audience wants (several actually) and cater to it.
In marketing terms, this is equivalent to segmenting your audience more and more.
Marketing, in its complete sense (not just advertising), is crucial for the success of any publisher.
Other industries have known about this for decades but media has really not been used to it. That is why Procter & Gamble doesn’t just sell one shampoo. One size does not fit all.

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