Introduction
-Sites that link to outside content attract a demographic-specific audience they lose to the content they post. In effect, they have done all the work of a marketing, advertising, and research team and see little to none of the benefits. Meanwhile, publications are struggling to survive, unable to create an online brand due to a familiar catch-22: a brand is created with an audience, but audiences are drawn to brands. With the current status quo, it is evident that:
- sites linking out see no revenue from the audience they send
to linked sites - current advertising models used are ineffective
- publications are having trouble building brands online
Publications can get more accurate, demographic-specific information about who visits their site by sponsoring outside site traffic. Paying for links saves the cost of advertising campaigns, audience research and the marketing teams that play guessing games with current forms of data gathering. Medialation makes several things possible:
- sites are compensated for posting links to outside sources
- publications can build online brands and create a consumer-heavy
following - advertising becomes more effective and less expensive
