CBS Looking to Expand AD sales

CBS is trying to buy CNet so that they can increase their online ads. They’re getting so good at this thing, pretty soon you’re going to be looking for auto parts and come across and ad for “CSI” or “Guiding Light”.

According to the article, CBS is spending a lot of money acquiring blogs and blog networks so that they can have more advertising space. I can understand that they want their brand to be more popular and recognized among the Intertoob denizens, but I don’t understand why they don’t go the more evident route.

For less money than what they’re willing to spend acquiring CNet Networks -CNet.com (on technology), BNet (on business), GameSpot (on video games), TV.com (on television), and CHOW (on cooking)- they could buy tons of advertising on self-hosted blogs. They could buy it from highly popular, but less expensive, internet real estate. Their brand would get out there and they would save tons of money. So, why don’t they do something like that? It seems to be a more viable option and, quite frankly, more people like me would benefit from it.

I’ll be interested in watching CBS increase their internet ad usage and where it takes them. I can only hope they would give a thought to including sites like mine (ahem) in their advertising budget.

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