Digital SOMA

"The media business, either on the national or local level, is losing its grip on audiences as they fragment and disperse all over the digital realm (including of course mobile). But they do not need to lose their grip on the relationships they have built up with local merchants since the days of Mad Men. What they need to do, and what they are increasingly doing, is reselling the inventory of others to their customers."

Local Media’s Hidden Asset: Their Salesforces (via brooksjordan)

This is how Yahoo! has forumalate their Publisher Network model. Yahoo displays the content from local papers and those same local papers can sell the against against the pages served on Yahoo. The existing sales teams with long local relationships gets a much bigger inventory and they revenue is split with yahoo. Clever.

(via tedr)