I bring this up because a couple of weeks ago Folio: ran a story in its newsletter that received a lot of pick-up from bloggers and news Web sites â for this weâre grateful. However, one site referenced our story, gave us credit, but didnât link to the story itself.
To me, this does both a disservice to the siteâs readers, as well as to the news organization (in this case us) that wrote the story. Look at it this way, if they had linked to the story, the reader could have hit the link, read the story and then gone back to the news aggregatorâs site. Instead, if they wanted to read the story, they had to physically leave the aggregatorâs site and go on to Foliomag.com. If anything, the aggregator probably hurt themselves by neglecting to link to the story.
The other day I picked up a story from a competitor (Iâm a former newspaper reporter so it pains me to do this) and I linked to the story. Itâs common courtesy. We got scooped. It happens. But it would have been a disservice to our readers had we not shared the news with them. Publishers: Keep aggregating. Itâs clearly the best way to keep your readership informed. But when you do it, give credit where credit is due.
But the survey also found that advertisers are planning to reduce spending slightly on pay-per-click advertising, in part, because of the click fraud problems that have surfaced. This serves as a message to publishers that now is the time to find meaningful ways to measure Web metrics and to come up with a meaningful system for pricing online advertising. As advertisers gravitate away from print and into the online arena, publishers should stop offering online advertising as an addendum to print and look for ways to fully monetize the Web for what it is worth. More...