Alejandro Suárez Sánchez-Ocaña. TIME-sector employer since 1998, the Group CEO and Publispain Network blogs Entertainment Networks SL President Inversora Foley, Director and Founding Partner of Yes.fm, consultant and investor in several companies for innovation, new technologies and the Internet.
The arrogance of some offline
I was particularly curious to see how even some large publishers, monstrous dinosaurs that not only do not see the Internet as a logical and necessary, but also refuse to believe that "things about jovencillos rare, almost without motion or benefit."
I bet that many of these publishers will provide a 180 degree turn in the coming years and will have to buy any company. Com content or adapt themselves to the media.
In Spain there are at least 3 dozen publishers of magazines and journals published thematic over 10 different headers within the group. The evolution of the editorial and publishing effort that, for logic in the future is none other than the Internet, and more specifically the blog format.
USA medium and many publishers are positioning buying online publications and editors to modify their structures. Com.
The fact is that while this is happening (many know this but still hold the rate, others do not even raise) is a surreal cases in the structures of these companies, the media and senior officials, who do not understand or even cling not have to.
I am a manager of a major publishing company catalana. They have published a food and chatted about the possibility of an exchange of advertising on our blog kitchen, in principle, we are open to all possibilities and we are able to cooperate and give us interesting to know their offline readers, they might as advertised to take with our online presence. Sounds reasonable, we understand perfectly and there are good roll. In addition we were eating in the near future.
Obviously we agreed in 5 minutes and put the matter in the hands of second operational people within our own structures by giving them closed.
Curiously, and somewhat sad, is that in the end, this exchange is not possible and we have rejected. Conceptually we agree 100%, but my people are in charge of a surreal intermediate hurdle, not only do not understand, but it has no interest in that we do not understand that we have agreed, and possibly their " chief "has passed this issue to bother him.
Our publication is audited by Nielsen and OJD 149,000 unique users and 460,000 page views per month (May 2008) and has published audited by OJD 36,000 unique users a month. Such a difference in my size I do not suffer the least, these 36,000 users are our target and I would like us to know.
It's surreal because the case is intended to make them is the exchange rate based on price, so to have a page in its paper publication, we ask something like 3 months of presence in each of the pages cooking blog is, we want to change 149.000x 3 months = 447,000 impacts advertising 36000 
. When we asked if they "seem fair," not only what appears, but acting with a incredible arrogance and are accustomed to swallow its partners. We will not friends. A shame.
One way is a form of paper and printing costs obviously higher than web publishing. But the pride of a user offline, worth more than an online user (in proportions X vs 75x), seems more typical of the Third Reich that time which we live.
Tags: blog, kitchen, editorial, trade, advertising
16 Comments on "The arrogance of some offline
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This "incident" Alejandro no wonder the slightest. I worked in one of the leading publishing groups in Spain and I know very well the trade. It is true that it is logical to make a list price, which is not logical that if the rates differ significantly between an advertising and other media do not take into account the audience of each and profitability (cost per thousand ), and that failure to reach the type aberrations you have raised.
Obviously he has no feet or head over there and consider the "higher quality" a reader that a private individual.
Next time ...
"The arrogance of some media online, does not want to say:" The arrogance of some OFFline "?
@ Droid If that meant. Corrected. You see, my first toad
Congratulations on your blog Alejandro will be a pleasure to read your thoughts, because we do not have too many opportunities to do so in person.
I think your decision was a success, thanks Carlos
Totally agree with your post, Alejandro. Well done.
What changed?
We have half of over the Internet in its sector, all its "rivals offline (in this case: Gentleman, NOX, etc.).. We need, yes, the 'sticker' control or OJD Nielsen.
Every day can bring us closer advertisers. We ask for a bargain price and run our advertising despavoridos ... When you see the media reporting offline billed less impact, less presence, fewer users ... 30, 40, 50 times more expensive advertising.
When did this change?
A very interesande post. We've added to my subscriptions in Google Reader.
@ Jack - may not change, will probably be changed by force. I think that Nielsen / OJD INtrol start to be very necessary for online media. The sad thing is that it appears that a user audited by OJD online worth less "than a traditional audited by OJD.
@ Alejandro: Yes, at some point we audited. Logical evolution. Anyway I am sure that with the "sticker" of OJD / Nielsen we had not sold more advertising. I am almost 100%.
@ Jack sure to have OJD just not true, but planners use Nielsen Market Intelligence to plan. If you are not in OJD / Nielsen, do not exist for many of the major central media campaigns online.
That means very Catalan?
@ urkimede is a bug is not going to second or less. Corrected "Catalan" just wanted to locate it because I thought better not to name
@ Alejandro: One page of 100,000 unique visits a month audited by Nielsen has a better chance of getting some advertising contract?
Hello Alejandro, congratulations for the post. That tease the publisher of that, today has gone nutricion.pro in the news the night of the first
@ Jack, I would say that in principle, yes, very much depends on target to target. It is not the same environmentalism that 100,000 users of music for example. Below is a review of an expert on the subject, Cesar of Addoor, an advertising agency expert in Web 2.0 and very innovative, the best you can say.
@ Caesar, and they told me they have said. Do not I have seen!
Many times I have the feeling that print publications can not see with good eyes to the Internet. One of the most important journals of Spanish motor devotes a page each month to blogs and websites in the same issue, being 90% above pages in English and the middle in terms of quality and updates.
In Castilian many of the same or higher quality, and that by the time they have received this award (some yes, but on his birthday or any of its exclusive content). The most logical thing would be, before the British, who are dealing with in the same language, which will always be more attractive and accessible to most readers.
A greeting.
Like this comparison to some seem silly or perhaps something feminist, but so what still wonder why most sites, the work of a man is more valued in all aspects, that of a woman . It has taken too long for that to begin to change and this happens a little bit the same, but change is already there and I do not see is silly.
An example is in the discs are sold almost no record and has to change its strategy and improve other things such as the Internet can never offer the direct, festivals ...
Greetings