Ad networks not so good for newspapers after all

Another nod to the NYTimes, and another opportunity for a great big LostRemote told you so. Turns out that our gut feeling about newspapers and other major media working with Ad resellers was a really bad idea was really right on.

Advertising – Newspapers’ Web Revenue Is Stalling – NYTimes.com.

Now, don’t go thinking that I’m a big ad network hater, ’cause I’m not. I think they are critical to the success of upstart and citizen publishers and are in the end good for business and good for empowering the democratization of Web publishing.

But the big mantra – “You can’t outsource your future” – relates here totally to mainstream publishers and broadcasters. Your business is advertising. Outsourcing your ads to networks and resellers is going to kill you, cut your rates and in the end, destroy your ability to create content.

Yes, the networks are a gateway to ad revenue online, but don’t get hooked on the gateway drug. Use it to get over your pain and then wean yourself from it. Hire a sales force as soon as you can. Don’t write off the potential of your Web site while you are trying to save your old ship from sinking. You can sail and paddle at the same time.