No Media, No Place To Run Ads

Few media companies know how to get paid for their online editions. WPP wants to help, for WPP has loads of clients that like to spend money running ads in the media’s print and digital vehicles.
According to Fast Company, WPP’s answer is The Content Project, a scalable platform that will help content-providers share revenue from a pool of consumer payments. Rather than doling out $10/month to, say, the Wall Street Journal, users will be able to pay a single fee to TCP to gain access to a network of sites. Revenue will be shared among this network depending on usage.
Naturally, the suggestion here is that infovores don’t want the hassle of paying as they go. Yet, that’s not the problem. Overabundance of supply is the problem. And who among us is working on that particular problem?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.