Sell Audience

Abstract

Huge investments to offer and deliver content on the one hand and the end users’ limited willingness to pay for content on the other hand cause a shifting of revenues from the Get Audience to the Sell Audience. As mentioned earlier, this is common practise in the media business. So, Sell Audience opportunities in the interactive broadband media are to a certain extent necessary in order to refinance Get Audience investments. Hence, we now analyse the three main markets in which additional revenues can be generated: customer insight, advertising and merchandising. Many companies in the media business are following this approach to generate additional revenues out of the Sell Audience side. Yet beside being excellent managers of these markets, anyone interested in implementing the ideas described in the following chapters has to bear in mind that these Sell Audience markets will only pay off if the basis — which means the product, service or brand — on the Get Audience side is at least in a good shape. This is the prerequisite for any Sell Audience revenues.

Synchronising the form of targeted merchandising and advertising with the offered content and the gathered specific customer interests will complement interruptive marketing.