<![CDATA[BuzzMachine… by Jeff Jarvis:
Since the internet started, many big-time publishers have struggled to convince big-time advertisers that this new medium is not just about direct response (click-through) but also about branding (that is, the value of associating your brand and product with a media brand — the reason to advertise in a glossy magazine with a classy audience, for example). That is why the Online Publishers Association was created.
But note what Denton has done twice: He got big-time advertisers to sign onto a product that didn’t even exist yet. Take it from a guy who started a magazine; that doesn’t happen. So why did they do it? Clearly, they wanted to be associated — branded — with the next, new, cool thing. Just being the first in equals branding. That is a value of this new medium: its newness.
Jeff also blasts Andrew Sullivan for squandering his brand by taking time off for a book project…. But, basically, a brand is built over a very long —years—of delivering great value. There are still a ton of fly-by-night brands out there.
Newness is novelty, and novelty wears out.]]>