Ken Sonenclar, Managing Director of the Digital Media & Technology Group within media investment bank DeSilva + Phillips (Disclaimer: one of our longtime advertisers), has come out with a white paper on how lead genration is the big differentiator for online companies and how that is siphoning money off traditional media companies. On the M&A side, multiples for recent sales of lead-gen firms have ranged from reasonable to startling,
with buyers snapping up premier properties at an accelerating pace.
The paper lays out four approaches that have come to dominate the lead-generation landscape. “Since
advertising represents half – and often far more – of a publisher’s revenue picture
(subscriptions supplying the “other half”), no industry has more to lose to the online lead
generators than publishers. Consequently, no industry should be more focused on lead
generation than publishers. Like laggards in any industry, they can either grow their own or
buy their way in, but they cannot afford to stand by and watch.”
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