The meaningful audience

[thx4yrtym]

Had to share this...

Net Meaningful Audience Marketing Productivity Blog (http://blog.jimnovo.com/2009/09/18/net-meaningful-audience/)

[vangogh]

Interesting article Gregg. I think we've been seeing the move toward more meaningful audiences for the last year or two online. It hasn't specifically been about advertising, but the idea of charging for content has been growing.


The key takeaway here: audience quality is the most important component of success in a results-oriented Marketing campaign. This is why the CPM’s for niche Magazines, for example, are so high. These Magazines are tremendously efficient marketing vehicles because they have high audience quality, which drives end behavior – results.

I think the above is completely accurate and especially true online. The web is not a broadcast medium. And the problem with advertising is often that companies are trying to serve ads to people who aren't paying attention. If you can create information that attracts a high quality audience you offer something more valuable to advertisers.