It was a hard call to decide whether this post should be categorized as ‘marketing’ or ‘innovation.’ I’ve decided to categorize it as ‘marketing’ because it includes so many technical issues that only a marketer will understand.

Online publishing is one of the fast-evolving areas on the internet. Deciding how to publish and how to sell advertising on a content-driven web site are extremely confusing issues. Now Michael Leo of Trafficmac is examining the issues in a two-parter for iMedia Connection.

Of course, the other exciting issue is–how will this affect off-line magazine and newspaper publishing?

Link: iMediaConnection: Opportunity vs. Fragmentation (1 of 2).

The good news for our industry as a whole is that innovation has driven more of our individual businesses to top-line growth (and occasional profitability); innovation has also driven our industry as a whole to greater sustainability and acceptance by mainstream advertisers. The results don’t lie. The bad news? Look at what this innovation has given our industry in terms of fragmentation. When measured as a percentage of revenue, the ad operations’ segment of publishing in online media may comprise more than 10 times as much cost as the ad operations of publishing in traditional media.