2 thoughts on “Buy A Print Ad Here”

  1. What I find somewhat fascinating by this move started a few months ago is that I don’t recall it being tried in 1998. I represented Internet Capital Group on some 20 b2b exchange deals as a lawyer and although radio ads were a target (buymedia, now marketron), this never even came up (buying and selling raw paper did). Why was the print ad category not subject to attempts at this kind of – presumably more efficient – intermediation? Did people believe publishers would never go for it? What makes them go for it now? John? Anyone?

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