Space is the resource that is decreasing day by day literally, whether we consider the stratosphere or the traditional media. From newspapers to TV, advertising means the sale and purchase of space. But on web, the modern media, there’s a vast amount of space available. Thus traditional media tries its best to sell the space they have online. As statistics reveal, the newspaper industry that is worth about $60 billion offline has only a share of $3 billion online. The question here is - Why such big difference? It is worth noticing here that in offline media, the newspapers sell classified ‘listings’ in print and have only a limited space for them but online there are many other listing sites offering infinite space, thus generating a tougher competition.

So, those companies from the traditional media who are putting their best to settle themselves as online publishers, should take care that they don’t or sell less space as listings. For instance, Google, one of the successful publishers doesn’t sell any space at all. As per the experts, the company instead of the space, sells what they call ’scarce resources’ like users intentions, locality. Thus, in short, the lesson Google has for all the online publisher is ‘DON’T SELL YOUR SPACE’.

Source: Publishing2

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