Money for content and your clicks for free : turning Web sites, blogs, and Podcasts into cash /

• Illiad

• Web sites -- Design.
• Success

• Wiley,

• 047174753X (pbk.)

• Includes index.
• Bibliography: p. 201.
• Preface. -- Acknowledgments. -- Introduction. -- Chapter 1: The Business of Creating Content. -- The Good, the Bad, and the Fake. -- What to Look Forward to. -- What Not to Look Forward to. -- When Was the First "Content Provider" Born? -- The Ancients Were Sure Into It. -- The Middle Ages and Renaissance Aren't to Be Outdone. -- Ideas to Industry. -- Syndicates: Businesses in Villains' Clothing. -- Enter the Web. -- Chapter 2: The Advertising Game. -- The Players. -- The Client. -- The Advertising Agency. -- The Ad Network and the Sales Force. -- The Media Channel. -- Demographics. -- Conducting a Survey. -- What a Survey Is Not. -- Questions, Answers, and Legerdemain. -- I Have the Data... Now What? -- The Media Kit. -- Print Advertising Versus Web Advertising. -- Creating Web (Banner) Ads. -- Web Advertising Formats. -- Static Web Advertising. -- Rich Media Web Advertising. -- Pop-Anything Advertising. -- Interstitial Advertising. -- Text Ads. -- E-mail Advertising. -- Podcast (Audio) Ads. -- Serving Ads for Fun and Profit. -- Ad Serving: Yours or Theirs? -- Ad Serving Jargon:What the Heck Did They Just Ask Me? -- Be Prepared to Say No. -- Keeping the Client Happy. -- Show Me the Money. -- When the Ad Agency Becomes the Enemy. -- Chapter 3: The Membership Game. -- What Are They Really Buying? -- Holding Out a Hat Marked "Donations". -- What Should You Give Them? -- Intangibles. -- Tangibles. -- The Sponsorship Drive. -- The Question of Price Point. -- Accepting Payment (or Keeping Your Hands Open). -- Checks and Money Orders. -- PayPal. -- Credit Cards. -- Maintaining Value. -- Chapter 4: To Gate or Not to Gate. -- Life in a Gated Community. -- Gating Off Your Site. -- Cash Poor and Intelligence Rich. -- Chapter 5: Branding and Merchandising. -- You Are Your Brand. -- Leveraging Your Brand with Endorsements. -- Your Art Promoting Your Art. -- Jurassic Park Had it Right. -- Traditional Merchandisers. -- On-Demand Merchandisers. -- Chapte.

• Global shift reshaping the global economic map in the 21st century
• E business and e commerce management strategy implementation and practice
• Consumers
• Global shift transforming the world economy
• Consumer behaviour a European perspective
• Principles of marketing