It’s a dilemma. When you publish a website that’s mostly original content, how much of the “other” websites do you sprinkle in? When it comes to blog posts, I don’t mind embedding the occasional video or quoting another article, but I’ve always felt uncomfortable going farther.
Adding a wrinkle to such issues, a while ago Black Diamond began a web publishing endeavor that’s fairly major, and they’ve changed their advertising strategy from basic banner ads to that of teasing their own website content in ads placed on other websites such as WildSnow. Content arbitrage, or something to that effect.
If BD’s ad is working correctly for your browser setup, check it out just down a bit in the right sidebar. If you can’t see it, let us know.
BD has been one of my most valued and helpful supporters ever since the Wild Snow book project. Thus, even though their new online ad strategy has the purpose of luring readers away with the promise of more content, I figured I’d give it a go and see how it flew. They have some good stuff over there, and much is backcountry skiing related.
What do you guys think of this type of advertising, and how about BD’s content?
WildSnow.com publisher emeritus and founder Lou (Louis Dawson) has a 50+ years career in climbing, backcountry skiing and ski mountaineering. He was the first person in history to ski down all 54 Colorado 14,000-foot peaks, has authored numerous books about about backcountry skiing, and has skied from the summit of Denali in Alaska, North America’s highest mountain.
