High Traffic is Overrated for Selling Digital to Advertisers According to Politico
September 11, 2013 by Joy Curtis
On Monday, September 9, Politico purchased Capital New York, a digital only project that focuses on "how things work in New York." Digiday took a moment to interview a Politico founding editor, Jim VandeHei, on Politico’s strategy in the purchase, including everything from turnaround time, advertiser expectations, and future plans.
Of course with any new purchase, there is a vested interest in making money, and Politico will be using advertising to gain revenue. But VendeHei’s take on how they’ll sell into the product was particularly poignant.
The lead-in question mentioned Capital New York’s slight traffic, and asked if there was a priority on boosting that traffic, implying a connection from traffic to sales. VendeHei replied:
"High traffic is way overrated. It works if you are truly a traffic hose, like BuzzFeed. But, for speciality sites, it is all about the right readers. The advertisers we want are the knowing ones seeking to influence a very attractive and hard-to-reach set of readers. If we deliver those readers, the traffic numbers will mean little."
Rather than selling on the eyeball, it looks like Politico is going to sell on the quality of the customer behind the click. What a concept!