Gentile on Newspapers Late to the Events Game

Tony Gentile:

SiliconBeat notes that Yahoo! has acquired Upcoming.org, a not totally surprising move. What is a bit surprising is that the portals have moved first, and that the newspapers are on the sidelines watching. IMHO, events are second only to maps in the local space in terms of the oh-so-coveted demographics newspapers say they are trying to attract...

I'd agree with Tony, except for the fact that newspapers have a nice lock on the event market now. They are the people to beat. Everyone wants their event mentioned or sponsored by the newspaper. This acquisition and the calendar that google is supposed to be launching soon (yahoo already has) are nice additions to the portals because they want to grow their impressions to grow their pay-per-click revenue. Whereas, many newspapers aren't even selling online advertising or they are still selling it the impression route or as a sales sweetener to bring home print ad sales. So, incremental traffic at newspapers isn't monetized very well. Atleast not compared to incremental face to face ad sales. At most papers.

All that said, a nice acquisition for a local newspaper would be services for event planning and promotion. But, not a consumer generated event listing media play.

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