09/30/08

A follow-up thought from our coverage of the Newspaper Consortium in CIR 918 (clients only). This  is strictly my own opinion and may or may not reflect anyone else's around AIM Group:  Yahoo's new APT platform merits a serious look by newspapers.

I can see situations where this program is a no-brainer.  I can see some newspapers where there might be some debate over the unique pros and cons for a market. But I can picture very few where it  won't be worth a very close look.  Consider the potentially rapid impact of networked sales and behavioral targeting, and the longer-term potential to transform sales organizations that are stuck in old product-oriented thinking. Got a better idea to achieve those goals?

How can you figure out whether APT is a  no-brainer or a close-looker for your newspaper? It's hard to generalize. A lot depends on a newspaper organization's capacity to take on the project, the newspaper's online reach in its market, Yahoo's reach in its market, local online competition, and other factors. Even after making a decision to sign on, there will be organizational and product issues  to   work out.

Of course, I'll point out  that if you need help working it through, give us a call.  The AIM Group can support both the strategic assessment and (if it's a go) help  align your organization to maximize the benefit.

Whether you pull together an internal team to look at APT, or draw in outside support, this is something to take seriously.