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Bright, Shiny But Not So New

The online business news site Quartz is launching a number of new advertising initiatives, according to this article in The Financial Times (subscription, though accessible through Google). And while all attempts to increase on-line ad revenue are worth exploring, some of these ideas are not so new.

Launching print books, new on-line verticals and e-mail newsletters are all more are less standard practice for many newspapers in the multimedia world.

Quartz, which in fact is an initiative of an established media company, should get credit for all its myriad initiatives for expanding its offering for advertisers. And it certainly gets a lot of attention for its worthy strategies (see here, here, here and here.). But we can’t help noting that similar strategies by traditional news outlets are often dismissed as desperate attempts at survival. Digital news outlets seem to be regarded as a font of innovation, even when they take a page from print.

 

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