Baekdal on why digital ads don’t work, and traditional ads do
Right now, the (online) advertising market is fueled by many clueless marketeers who does not understand why their ads do not work. Followed by clueless media people who mistakenly believe that the size and interactivity of the format are the key element.
You can take advantage of that. You can lower your value to easily digested snacks that attracts many ad impressions. But by doing so it will also be impossible for you to get people to pay money for the articles.
The best strategy is to focus on creating value. Advertising in itself is worthless. Extending the value around your product is worthwhile.