I'm working on an online media project for a client right now. We're trying to target the travel trade (travel agents, that sort of thing), so I'll be using several trade magazines' Web sites.
It's been a bit disappointing. There are some very good media properties out there and they're operated by very professional people. But...
They treat their Web sites and e-mail newsletters as if they're merely extensions of a printed publication or (gasp) an old-fashioned "fax alert" service.
They sell ad space based on a time period (weekly, monthly...) rather than CPM or CPC.
They don't offer much in the way of IP-based targeting.
Their creative specs are quite limiting.
And don't even think about "Web 2.0" opportunities like providing social networking tools for their site visitors.
From what I've seen in other industries, their trade publications aren't much better.
There's a huge opportunity for someone to start up a new trade-centric media company providing quality online content for industry professionals, and acting like a proper online media property -- taking full advantage of what the Web can do. That is, unless some of these publishers get their acts together. The incentive is pretty simple: these folks are missing out on a lot of potential revenue. For one thing, they might be able to charge more for the ad space they already sell. But beyond this, there are plenty of B2B providers out there who aren't even considering online advertising in their plans (yet) -- probably in part because the options are so limited.
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