CNN Declares Google Dependence, BUT Reuters Independence
The CNN week that was: WHO needs Reuters? WE need Google!
CNN declares its money is best spent in-house in declaring independence from Reuters news service AND also declares it is fine with sharing its money with third-party vendors, in declaring an ad sales revenue share deal with Google AdSense.
CNN is putting its best news gathering face forward by spinning the Reuters dismissal as a way to achieve “greater control of our editorial product”:
To advantage CNN in the content marketplace and manage the continually rising costs associated with acquired assets, we are making significant investments in our own news gathering while simultaneously reducing our reliance on agency material.
CNN is not sharing what its “news gathering” investments are, however. Reuters has indicated though, that the bottom-line cause for the non-renewal of the 27 year relationship was the inability of CNN and Reuters to come to mutually satisfactory licensing terms. CNN is still retaning Associated Press news services.
If CNN is determined to chart its own fincial destinty, it ought to in-source all of its own ad sales as well. Who needs Google, AdSense revenue sharing that is.
After all, why not embrace “the control and independence needed to protect and extend online advertising revenue,” as Fast Search & Transfer’s AdMomentum, a representative private label contextual ad platform for media companies, exhorts:
As a media company, you know that search and contextual advertising is hte fastes growing online advertising segment. But how can you tap this explosive revenue opportunity when the “big three” dominate search-based advertiisng? Is out outsourcing your only option or can you compete on your own?
“Why shouldn’t you (CNN) be in control of your search and contextual advertising?,” Fast asks, and answers:
Gain Control & Flexibility. Deliver your own branded advertising experience to advertisers and satisfy them with greater performance and more precise targeting.
Increase Revenue and Profit. Reap 100% of your advertising revenue and boost profits with a highly configurable revenue engine that supports multiple bid models including auction, CPC, CPM and more.
Exploit Your Assets. Tune the search relevancy to more effectively exploit your key content assets and increase ad performance.
Syndicate & Expand. Extend your advertising platform to affiliate sites and alternative channels such as mobile and IPTV.
Perry Solomon, Fast, cut to the chase: after all, what publishers want “another hand in their pockets every time they are selling their ads.”
For CNN, Googley hands are the good ones.
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