While doing some research on possible business models for the fast growing phenomena of Vlogging, I found the guys at Vlogger Blogsite ‘We are the Media‘ discussing about this topic. They covered almost all commonly used sources of income, including donations, sponsorships or premium content models. Except – guess what – advertising. In some way, this neglecting of the use of advertising based revenue models reminds me of the dominant logic concept, coming from the corporate field. I´m well aware, that ad-spoiled content stands opposite to the basic beliefs of democratic, grass-root entertainment and media. And i fully admire the creativeness of all active Vloggers. They are absolutely right by searching for new ways of recouping their spending plus getting something more out of the whole thing. Doing so, they try to go their way, using their own alternative approaches (the Provocative Operation (PO) is just perfect for that). But why exclude a proven and learned business model right from the scratch (okay, apart from one ‘provocative’ attempt over there by Chuck)?
The big lack in ad-based financing nowadays is flooding the consumers with more than 2000 sales messages a day, whilst most of them are definitley low involved. This is where the opportunity for individualized media lies in. Realizing the full power of bi-directional communication by bringing attention do advertising messages their audience could be interested in. Of course in this environment one has to act thoughtful and take more resopnsibility for the promotions deployed. But I think this is obvious to everyone in this environment. It will quickly turn against you, when you disregard your viewers´ will on that. Rocketboom´s auction of a short, rocketboomish closing ad just made a good example on what you can do, without overstraining the attention capacity to much.
Combined with all the other proposed actions, put together in a decent mixture it will make this cocktail a burner.