Web Exec Urges Publishers To Plan For The Worst
November 12, 2008
Gawker.com founder Nick Denton has released his 2009 Internet Media Plan. The key message: "Publishers should be planning for the worst -- now." Private companies, he writes, can move more nimbly than established behemoths to boost revenues and reduce costs." There are six main levers, the details of which you can read here.
1. Get out of categories such as politics to which advertisers are averse.
2. Renegotiate vendor contracts.
3. Consolidate titles.
4. Offshore more.
5. Variable compensation.
6. More value for marketers.
Denton's bottom line: "It looks pretty bleak: but at least lean Internet businesses can make it through!"
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