Counterintuitive and Bifurcation

There is something counterintuitive about these articles...  one the one hand we have witness that traffic does not matter on websites.  I've been saying that for a while...

Capital New York is small in traffic. Is there a mandate to boost those numbers?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.

And then comes this, in media it is the conference, not the magazine that matters.

“From my experience, I knew conferences and live events were a big revenue generator,” Waxler, who had previously co-founded the Glasshouse NY and Glasshouse SF events, said. “There’s something special about live events and the FABB conference immediately became the big, shiny, attractive thing to sell to advertisers. It pushed a lot of revenue to the magazine.”

 So we have these business realities based on human imperatives.  The web was supposed to be a mass communicator, when in fact it is a mass customizer.  The web was supposed to connect people, when in fact it isolates them.

When you market right and get an audience in the cold online world, you then invite them to meet-up at conferences.

People don't change.