Publishers Have To Think Beyond Ads

Contributor Jonathan Gardner points out here that while online advertising is booming, with 73% of online publishers getting ad revenue increases in 2011, only a handful of publishers are actually enjoying the feast. He points out that Google, Facebook, Yahoo, Microsoft, and AOL attract 83% of U.S. online ad spend, and that of this group, Facebook is expected to dramatically expand its share. Of the new players attracting more revenue, they are places like Hulu, YouTube, and Twitter. Gardner argues that publishers have to think outside the banner-ad box, and offers a prescriptive rundown.   

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