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A debate is raging in e-publishing circles: should content be encrypted and protected (the Barnes and Noble or Digital goods model) – or should it be distributed freely and thus serve as a form of viral marketing (Seth Godin’s “ideavirus”)? Publishers fear that freely distributed and cost-free “cracked” e-books will cannibalize print books to oblivion.

The more paranoid point at the music industry. It failed to co-opt the emerging peer-to-peer platforms (Napster) and to offer a viable digital assets management system with an equitable sharing of royalties. The results? A protracted legal battle and piracy run amok. “Publishers” – goes this creed – “are positioned to incorporate encryption and protection measures at the very inception of the digital publishing industry. They ought to learn the lesson.”

But this view ignores a vital difference between sound and text. In music, what matter are the song or the musical piece. The medium (or carrier, or packing) is marginal and interchangeable. A CD, an audio cassette, or an MP3 player are all fine, as far as the consumer is concerned. The listener bases his or her purchasing decisions on sound quality and the faithfulness of reproduction of the listening experience (for instance, in a concert hall). This is a very narrow, rational, measurable and quantifiable criterion.

Not so with text.

Content is only one element of many of equal footing underlying the decision to purchase a specific text-”carrier” (medium). Various media encapsulating IDENTICAL text will still fare differently. Hence the failure of CD-ROMs and e-learning. People tend to consume content in other formats or media, even if it is fully available to them or even owned by them in one specific medium. People prefer to pay to listen to live lectures rather than read freely available online transcripts. Libraries buy print journals even when they have subscribed to the full text online versions of the very same publications. And consumers overwhelmingly prefer to purchase books in print rather than their e-versions. Read the rest of this entry »

     Print advertising makes use of the print media such as magazines and newspapers. The print media also offers options like advertising through brochures or pamphlets. The effectiveness of the advertisement made through the print media depends on the popularity of the media used. The advertisements, which appear in prominent newspapers, have a greater chance of being noticed. Fliers and brochures are commonly distributed with newspapers and supplements are attached to newspapers. In such cases, the popularity of the newspaper and the location of the advertisement in it, matter most.

     The use of audio-visual media is another popular advertising technique. Television, radio have been used in advertising since long. Internet advertising that has emerged in the relatively recent times has earned a huge recognition. In case of radio and television the broadcasting time decides the cost of the advertisement while the livelier Internet hosts websites that contain advertisements. Advertisements relate to the subject discussed by the website and popularity of the website and the position of the advertisement on the web page are determinants of its noticeability.

     Advertisers use not only the print and the TV and radio channels but also movies to feature their advertisements. Covert advertising is the practice of indirectly publicizing a product through movies and TV shows. For example, the actress in the film or the TV show may be shown to be using a particular brand of clothes or cosmetics; a particular restaurant or company may be shot so that the company name appears in the scene. The audiences watching the show or the movie are sure to notice the name advertised, thus contributing to the promotion of the product showcased. Read the rest of this entry »

     Top traffic exchanges have the following characteristics:

     Direct a Huge Volume of Traffic to the Website: The traffic exchange should increase the web traffic on our site. This is the most important consideration while choosing a traffic exchange. Some traffic exchanges direct only a limited amount of traffic on a daily basis. A higher traffic would mean greater visibility and a better chance of achieving the predetermined goals. An exchange ratio of 1:1 is a fair ratio, since it would mean that an individual’s website gets one view for every website viewed by him.

     Allow Manual Surfing: Traffic exchanges can allow both manual and automatic surfing. Manual surfing, as the name suggests, refers to clicking a button for viewing websites and advertisements. The viewer is expected to stay on a website for a certain length of time. The minimum amount of time that a user is required to spend on a site varies between 15 and 20 seconds. Automatic surfing is a painless process since the websites are automatically displayed in a random order. This is performed by a randomizer, while the process of switching between websites is accomplished by a rotator. Hence, a manual traffic exchange is better as compared to an automatic traffic exchange since the former ensures that a person actually views the advertisements and the goal of website promotion is accomplished.

     Offer Benefits: All top traffic exchanges offer great benefits to a subscriber (surfer). The subscriber is given free credits for signing up with the traffic exchange. A person gains credits on visiting a website, while he loses credit when people visit his website. The subscriber should be allowed to purchase additional credits but the conversion rate of the credits should not be disproportionately high and detrimental to others. High referral fees and cash for surfing are some of the other benefits offered by the top traffic exchanges.

     Making Money with Traffic Exchanges Read the rest of this entry »

     Direct a Huge Volume of Traffic to the Website: The traffic exchange should increase the web traffic on our site. This is the most important consideration while choosing a traffic exchange. Some traffic exchanges direct only a limited amount of traffic on a daily basis. A higher traffic would mean greater visibility and a better chance of achieving the predetermined goals. An exchange ratio of 1:1 is a fair ratio, since it would mean that an individual’s website gets one view for every website viewed by him.

     Allow Manual Surfing: Traffic exchanges can allow both manual and automatic surfing. Manual surfing, as the name suggests, refers to clicking a button for viewing websites and advertisements. The viewer is expected to stay on a website for a certain length of time. The minimum amount of time that a user is required to spend on a site varies between 15 and 20 seconds. Automatic surfing is a painless process since the websites are automatically displayed in a random order. This is performed by a randomizer, while the process of switching between websites is accomplished by a rotator. Hence, a manual traffic exchange is better as compared to an automatic traffic exchange since the former ensures that a person actually views the advertisements and the goal of website promotion is accomplished. Read the rest of this entry »