| I have witnessed a couple of discussions recently, | | | | present it in an attractive way that will attract |
| amongst "internet marketers", that made me | | | | and retain readers. Only when they have done |
| recall the real world of offline marketing and how | | | | that can they expect to attract good advertising |
| it relates to the world of the internet as it | | | | customers. |
| presently stands. Both discussions revolved | | | | Ultimately, those who survive in online publishing in |
| around Google, which is not unusual; and both led | | | | the long term, and who will depend on advertising |
| me to believe that many online money seekers, | | | | revenue, will recognize that an advertiser is a |
| who regard themselves as internet marketers, | | | | customer, and needs to be treated like a |
| are a long way from understanding what | | | | customer, not a provider of a service. Google |
| marketing really is. | | | | may not be a traditional media buyer, but they |
| As is often the case, there were those who saw | | | | are the first of a new wave of media buyers |
| Google as a great ogre out to stop them making | | | | who will yield a lot of power for the long term. |
| a living, and these people were the ones | | | | For now, though, it appears that many web site |
| stimulating a discussion on Google Adsense. | | | | owners think Google owes them a living, and that |
| Google Adsense - Who Is The Customer here? | | | | they, the publisher, are the customer. Such people |
| As far as online advertising goes, Google is a | | | | may well benefit from a journey into reality, to a |
| market leader, and deservedly so. Their pioneering | | | | bookstore or magazine stall where they can |
| approach has always been well ahead of the | | | | browse through magazines and see what |
| opposition, although others are trying hard to | | | | publishing is about. |
| catch up. However, they have a dual role, as | | | | Why Should Web Site Owners Write Copy? |
| reflected by two products, Adsense and | | | | The second discussion was, in a way, related, as |
| Adwords. | | | | it reflected the way many internet marketers do |
| For the purpose of this discussion, I will | | | | not see themselves as web publishers, but people |
| concentrate on Adsense, as this was where | | | | who have to use the latest tools to trick the |
| many online "marketers" seem to get confused. | | | | search engines. That discussion related to duplicate |
| For those who do not know about Adsense, this | | | | content, and whether using such content will get |
| is a partnership product of Google, through which | | | | publishers banned by Google. It rapidly moved on |
| Google and web site owners come to an | | | | to public label rights articles, and the degree to |
| agreement for the web publisher to show Google | | | | which, if any, that they should be rewritten. |
| ads on their web sites, and share on any income | | | | Some, like I, argued strongly for rewriting to |
| when somebody clicks on the ads. Adsense has | | | | make a web page competitive. There was no |
| given many web site owners the chance to bring | | | | notable disagreement on that, but when one |
| in some extra income. | | | | individual took the idea on board, the reaction was: |
| What I found so strange about one of the | | | | "Ok, what tools do you use?" |
| discussions I mentioned in the first paragraph, was | | | | This reflects a tendency, amongst those trying to |
| that some people who own web sites see | | | | make a living online, that the solution to any |
| themselves as the customer, and Google as the | | | | problem is a tool, a piece of software that does |
| supplier, when it comes to Adsense. Coming from | | | | the work for you. That's all very well for some |
| the real world of magazine advertising, I have no | | | | things, but for writing an article? Would a genuine |
| problem understanding that it is the publisher who | | | | publisher want software to do an article rewrite? |
| is the supplier, and the advertiser, or their agent, | | | | No, of course not. |
| who is the customer. | | | | In the long run, it is those businesses that |
| Those who seek to attract advertising of any | | | | understand their market place which will survive |
| form to a magazine know that, as a publisher, | | | | and prosper. Recognizing a customer is not a bad |
| they need first to look after their reading | | | | place to start; and understanding that they will |
| customers. To do that, they seek to provide | | | | expect good quality publishing is another. |
| good quality material for the magazine, and | | | | |