By David A. Utter
Staff Writer
Article Date: 2005-12-29
In his discussion about Federated Media (FM) Publishing with Performancing's Nick Wilson, noteworthy author/publisher John Battelle touched on the importance of ads for his nascent company.
Battelle's entertainingchat with Wilson appears to display a different star gleaming on the Battelle horizon than that of Pulitzers or literary awards: he may want to be the next Leo Burnett.
That's a good thing, by the way. Burnett was widely lauded as legendary for his vision, and several of his creations endure today. Battelle described FM as "a service business that partners with authors of great websites to bring them services and revenue… WE SELL ADVERTISING, indeed we do."
He differentiated FM from the BlogAds model by citing ad focus rather than growth as his firm's goal. Battelle has some big names talking about being part of that focus when it comes to advertising on FM; he listed Microsoft, GM, Sega, and Citibank as companies they're working with now, and mentioned more of the ad philosophy for FM:
"The key is for marketers to see this medium as one of conversation and dialog, not interruption and dictation or entertainment.
When that advertising does start to roll in, Battelle said each author would approve ads before they run. FM is still in its early stages, and a timetable for debut was not discussed in the interview. We look forward to seeing its debut.
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