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At last week's WOMMA Conference in Orlando, 440 people turned out to spend an intense two days learning how word-of-mouth marketing could bring them more customers. Many of the case studies presented focused on elements of online publishing--but few of these examples were provided by the companies normally considered online publishers.
The goal of a media buyer is to purchase the least possible amount of wasted exposure from a publisher. Definitions aside of what constitutes such wasted exposure, paying for it increases the "cost per something" cells bolded and highlighted on the spreadsheet featured in the post-buy analysis.
Despite the hypergrowth of blogging, podcasting, video blogging, photocasting and the other output of small online publishers, the 80/20 rule still holds true for online publisher ad revenues--that 80 percent of the revenues are generated by the top 20 percent of publishers.
When your boss asks, "How was your Christmas?" your answer is not nearly as important as the desired effect this common post-holiday question is meant to produce, which is, "welcome back to the grind, I hope you're ready."