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Buy old media? No thanks April 21, 2007

Posted by Joanne KY Teoh in Trends.
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It’s one thing to do business with traditional media, but to buy into it – no thanks! You can’t pull wool over new media eyes.

FollowTheMedia notes that in recent deals announced by Google and Yahoo, they are not spending a cent more buying traditional media properties.

Google and Yahoo are getting involved with traditional media in big ways. Not a day goes by without some sort of co-operation or advertising deal announced with traditional media by the new media gurus. Notice they’re not spending a cent on actually buying traditional media properties, just doing business with them.

Google’s deal to place audio ads from new advertisers on 675 American Clear Channel radio stations has the ad world abuzz. Days earlier, Google said it was buying online ad server DoubleClick for $3.1 billion.

The difference – Google bought DoubleClick, but not Clear Channel radio stations. It’s okay doing business with traditional media, but don’t buy it. Save the billions for new media.

Then there’s Yahoo’s deal with 12 large newspaper companies representing at least 264 newspapers. The papers will replace their online job and classified ads with a link to Yahoo’s HotJobs service and list their ads in the HotJobs database.

The newspapers will use Yahoo search technology on their web sites, Yahoo will use the newspapers as its preferred source for local news – a real intertwining of newspapers with Yahoo. Note again that Yahoo is just doing business with newspapers, not buying them.

Google’s ambition to reshape traditional advertising sales has never been a secret. Looking at advertising through new eyes, they are a disruptive force. The Web mind-set is nourished by this kind of positive deconstruction.

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