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“The pitch to advertisers is twofold,” Denton says. “One — and this is the constant — that our audience consists of the young and upscale people who have disappeared from newspapers and other traditional media. And, second, that we increasingly have the scale and production values of — say — cable television.”
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The local ad market is lucrative, estimated at over $100B. The threat from local publishers to impact or even derail the big online companies plans is very real. According to an article from The Business Insider, December 2010 “…the real threat to Groupon is coming laterally, from established players (newspapers, magazines, vertical sites, TV shows, etc.) who already have audiences in the millions, established brands and in-house sales staff.”
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By comparison, there has been far less experimentation in the U.K. There are important exceptions to this rule but, compared to the U.S., the conservatism of the U.K. is striking. The reasons for this include:
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Gupta contacted me last November about his campaign for those on work experience to be paid the freelance rate for any of their work that is published. When Gupta invoiced the Independent after a two week placement, during which he had stories published in the paper, he was given short shrift. He has published his email correspondence with executives at the Independent on his own site.
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Dim Sum Digital 