What does "low capacity with not much relevance advantage" mean? My understanding is that DDJ (at least) has great content that "one single programmer" couldn't hope to match.
Low capacity means they lack the man power to do fancy custom campaigns( think Vox Media level customization http://www.voxmedia.com/vox-advertising )
Relevance advantage means that a site is so big and important in a broad category that it's worth it for advertisers to pay a premium to get frequent views from its readers( think of how TechCrunch is so central to the tech community)
> Low capacity means they lack the man power to do fancy custom campaigns
That's confusing to me, because the grandparent said:
> One single programmer can run a web site with tenfold their capacity
How could one programmer run a website with more manpower than Gigaom or DDJ?
Re:Gigaom Closes Down
by silverbax88 on Tuesday March 10, 2015 @12:43PM
(#9178717)
You've hit on a key point: the ability to measure ROI with digital media has drastically changed the advertising landscape. Magazine advertising has always had notoriously low impact, as an example.
Considering that prior to the web, the most trackable advertising was direct mail.
In contrast one can claim banner (outdoor, indoor or web) never really worked except for some carefully chosen "success stories", and now advertisers can measure.