Tech Mediums

In a move to increase its page views it offers to advertisers looking to reach the African-American demographic, Radio One, through its digital arm, Interactive One, has worked a 5-year multi-million dollar deal to exclusively provide advertising to AllHipHop.com, one of the most popular hip hop/urban focused sites on the web.

The deal allows Radio One to exclusively fill AHH’s advertising with its inventory.  The press release reports that AHH has more than 500 million pages a month from more than 4 million unique visitors per month. 

In April 2008, Radio One also acquired Community Connect, which owns social networking sites BlackPlanet.com and AsianAvenue.com, among other social networks for $38 million.  That acquisition provided Interactive One with millions of page views.  According to Community Connect, in 2007, BlackPlanet.com alone served over 400 million pages views and averaged 4 million unique monthly visitors.

The deal makes conceptual sense (barring analysis of financial terms).  The demographic for Radio One, which is one the largest holders of radio stations and the largest that focuses on African-Americans, crosses AllHipHop’s audience very well (although a p[orto.  Further, AHH has been on the internet since 1998 and has the kind of brand and digital footprint that will allow Radio One to distribute its advertising inventory quickly.

These kinds of deals, presuming they financially make sense, definitely make sense conceptually for traditional advertising based media companies was mentioned before.

Here is the press release.

In light of the inability to close the buyout of Clear Channel by Thomas H Lee Partners and Bain Capital, I thought to finally talk about Clear Channel as a fascinating company and how much it reminds me Standard Oil, John D Rockefeller’s oil monopoly.

First things, first.  Standard Oil had a ridiculously enormous command over the oil market.  That’s why it was forced to break up into the BIGGEST names in oil you’ll have ever heard of.  I’ll list them, and note that some were merged with each other.

·        Exxon

·        Mobile (merged in 1999 from the union of Exxon)

·        Chevron (merged with Texaco in 2001)

·        Amoco (merged with British Petroleum in 1998)

Clear Channel isn’t quite the monopoly that Standard was (in some markets it didn’t own as many as 7 radio stations as in others :-D), but it’s got some of the same memorable names in the market place (btw – you could make the same case about GE, but GE is in such different industries that GE is more like a mutual fund).

·        Radio – where CCU had its origins; included in this are real estate holdings of radio towers: properties include the Steve Harvey Morning Show, Power 105.1 in NYC and Rush Limbaugh.

·        Live Nation (fka SFX) – one of the largest outdoor concert promoters.  Live Nation was spun out as a separate company and just did a deal w/ Jay-Z

·        Outdoor advertising (billboards) – through a purchase of Eller Media circa 1997

·        TV (local TV stations) which CCU announced it would sell in 2006 and completed in 2008

The Telecommunications Act of 1996 enhanced Clear Channel’s ability to acquire so many properties. 

 Nonetheless, radio is having a HARD time, since advertising is moving more and more online.  Clear Channel, Radio-One, Cumulus Media, all of them…revenues from radio have either not had meaning growth or are considerably down.  That’s why companies like Radio-One are figuring out their online strategy.

So the news of Clear Channel going private is probably one of the best decisions it can make given current trends – it can always reverse the decision and go public again, like a vasectomy J.  

The battle for Middle Earth (I mean, internet advertising) is getting VERY interesting.  So you have the 400 lb sumo wrestlers in the ring (based on traffic), Yahoo & Google, each having 139 million and 137 million uniques/month, respectively.  AOL comes in 4^th (behind Microsoft) with 111 million uniques according to comScore.  

Next up, Yahoo is to use Google’s Adsense to deliver relevant ads alongside its own ads on a test basis (two weeks).  It’s looking more and more like a move to tease Microsoft just enough so that it will either increase its offer to something more acceptable to Yahoo or make them go away (how did Microsoft become the kids that no one wants to play with…more of a rhetorical question).

 So Let’s Play This Out…

No secret that a few online properties dominate online advertising, which is estimated to be about $21 billion in 2007 (online ad spending is expected to hit about $51 and about 15.4% of total media buys billion by 2012). 

So if Yahoo expands its “test” with Google and completely runs Google (which I don’t think will happen – 1) it would shift Yahoo power to Google, 2) that would allow Google to dominate in ways it doesn’t/can’t now and 3) it’s shaping up to be a bluff anyway), then that exposes advertisers to potentially more than 270 million unique visitors (or if you look at ad networks’ overall reach, a combined Yahoo and Google ad network would be 310 million uniques).

 Monopolies

That’s a heck of a lot of control over ad rates that a combined Yahoo/Google network would control.  That would force smaller players to combine, which I think will happen anyway as a defensive tactic:

1. While internet advertising is growing at a great pace, overall actual dollar spend is still finite…there’s so much money in corporate coffers, and
2. the number of online properties that can be created is infinite - thus, you have an infinite number of online properties competing for finite dollars. 

 Offline Going Online

No. 2 above, combined with internet advertising growth, is driving traditionally offline media to partner and acquire online properties. 

Radio One, the biggest urban terrestrial radio company, announced on April 10 that it is acquiring Community Connect, owner of BlackPlanet.com and AsianAve.com, for $38 million (Black Planet was one of the FIRST social networking sites, and it focused on the niche model which has gotten hot – it’s lost a little luster with the propensity for being spammy, like MySpace,  but it’s still one of the go to sites for people and studios pushing certain films).

Hearst Media, known for its offline properties (magazines, newspapers and TV stations), has been acquiring websites as well.

The Goal: offer advertising clients a greater reach off AND online.  One point of contact for a wider reach.  Of course, the main goal is to maximize revenue since terrestrial radio and magazines have been having a tough time growing revenue.

 Smaller Sites

How do smaller sites, that have a few tens or hundreds of thousands of visitors, compete? 

Get this - borrow from the big boys and merge.  If not merge, then create a network of sites that can drive pricing power with advertisers.  This could be a lot more lucrative if done right. 

 Competitive Landscape

So you basically have the following groups in this order

1. Search – Yahoo, Google, AOL
2. Traditionally offline who already are online – NY Times, LA Times, Fox Interactive
3. Large Social Networking – MySpace, Facebook, etc.
4. Traditionally offline media going online – Hearst, Radio-One
5. Smaller sites that combine to form a larger network - ?