The original models for online advertising have failed. Those offensive flashing banners on the side of the screen aren't fooling anyone, and the Average Revenue Per User (ARPU) is down.
Speaking at Media 2010 in Sydney, Media Consultant and Technology Business Blogger Frederic Filloux argues that a new approach to making online content pay for itself will need to involve a mix of free and cost-incurring material across all platforms.
Frederic Filloux is working as a freelance writer and as a media consultant for French and non-French companies. He is also a regular contributor for Slate.fr and teaches mutimedia journalism in Paris at the Sciences Po School of Journalism. As a media specialist, he speaks in various conferences (WAN, INMA, News XChange, X Media 2010, etc.)
Until recently he was a working as an editor for the international division of the Norwegian media group Schibsted ASA. In 2002, he was part of the team who launched the free daily 20 Minutes, which is now the most read newspaper in France with 2.7 million readers (the online version, 20minutes.fr, has about 200,000 visitors per day). Prior to that, he spent 12 years at Liberation, successively as a business reporter, New York correspondent, editor of the multimedia section, manager of online operations, and, finally, editor of the paper. He also has an experience in the advertising business after a one year stop at the Paris group BDDP agency (now TBWA). He is a graduate of the Bordeaux school of Journalism.