[Friends] Χαίρετε....
Panagiotis Lambropoulos
palabr@otenet.gr
Fri, 11 Jan 2002 18:49:39 +0200
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Χαίρετε...
Να πω και εγώ τα τετριμμένα, «πολύ καλή ιδέα κ.λ.π», αυτό άλλωστε με έκανε
να ανταποκριθώ (σαν ιδιοκτήτης ενός «μικρού site» στην πρόσκληση του Γιαννη
Γούτη).
Να μπω κατ' ευθείαν στο θέμα:
Ο κάθε ένας που φτιάχνει ένα μικρό site, έχει εκατό χιλιάδες διαφορετικούς
και πάντα καλούς λόγους να το κάνει, στην πορεία ανακαλύπτει, ότι δεν θα
ήταν άσχημα να έχει άλλον έναν , κάποια έσοδα από αυτή την δουλειά που
καταθέτει προσωπικό χρόνο και ενδεχομένως και χρήμα.
Το πόσο μεγάλα θα είναι τα έσοδα είναι πάντα μια προσωπική του υπόθεση, αλλά
φαντάζομαι ότι όλοι συμφωνούμε ότι πρέπει να υπάρχουν.
Το εύλογο ερώτημα είναι από που μπορούν να προέλθουν αυτά τα έσοδα και γιατί
σε τελική ανάλυση κάποιος να τα δώσει σε εμένα στον άλλον, ή και σε όλους
μαζί, τι είναι αυτό που εμείς (ο κάθε ένας ξεχωριστά ή και όλοι μαζί)
μπορούμε να του προσφέρουμε;
Σκέφτομαι το εξής:
Ωραία, να φτιάξουμε, ενώνοντας όλα μαζί τα μικρά site ένα μεγάλο -με οποία
μορφή και να γίνει αυτό- μήπως αυτό θα μας επιτρέψει να έχουμε αυξημένη
δύναμη διαπραγμάτευσης με τις διαφημιστικές και να διεκδικήσουμε έτσι ένα
κομμάτι της πίτας;
Εχω την αίσθηση πώς όχι, και αυτό για τον απλούστατο λόγο, ότι τα πράγματα
δεν λειτουργούν έτσι στην διαφημιστική αγορά, αν λειτουργούσαν έτσι, δηλαδή
η κυκλοφορία (η τουλάχιστον μόνο η κυκλοφορία) επηρέαζε και τραβούσε
διαφήμιση από τις διαφημιστικές, τότε δεν μπορεί να εξηγηθεί αυτό που
συμβαίνει στον έντυπο τύπο, πρωτοεμφανιζόμενα έντυπα με αμφίβολη κυκλοφορία
να είναι «τίγκα» στην διαφήμιση και άλλα να μην έχουν σχεδόν καθόλου.
Θέλω να πώς, αν το in, ο flash και εγώ δεν ξέρω ποίος άλλος, τραβούν
διαφήμιση, αυτό δεν οφείλετε στην όποια επισκεψημότητα έχουν, αλλά οφείλετε
γιατί είναι ο Λαμπράκης, ο Κόκκαλης, και όλα τα άλλα από πίσω, δηλαδή ένα
σύστημα δημοσίων σχέσεων και διαπλοκής ανάμεσα στις εταιρείες διαφήμισης,
τους διαφημιζόμενους αλλά και τα «μέσα».
Δεν λέω, ότι μια ενδεχόμενη ένωση, δεν θα τραβήξει διαφήμιση, λέω όμως, ότι
με δεδομένο ότι έτσι και αλλιώς δεν είμαστε στο παιχνίδι, η όποια διαφήμιση
τραβήξει θα είναι πολύ μικρότερο του όποιου ειδικού βάρους αυτά τα
συνεργαζόμενα sites θα έχουν στην αγορά.
Δεν είμαι μοιρολάτρης, σκέφτομαι όμως, ότι εφόσον πήραμε το όποιο ρίσκο, και
αναπτύξαμε ένα μικρό η «μεγαλύτερο μικρό» μέσο, που δεν λειτουργεί με την
συμβατική λογική του «μεγάλου μέσου», γιατί στον τομέα της δημιουργίας
εσόδων από αυτό το μέσο που έχουμε, να προσπαθούμε να αντιγράψουμε τους
μεγάλους και να τους «ανταγωνιστούμε» σε ένα πεδίο (βλέπε διαφημιστικές και
όλους αυτούς που παίζουν σε αυτό το παιχνίδι) που έτσι και αλλιώς δεν
μπορούμε;
Δεν υπάρχει άραγε άλλος τρόπος;
Τα αν υπάρχει άλλος τρόπος, είναι κατά την γνώμη μου άμεσα δεμένο από το πώς
εμείς βλέπουμε το εαυτό μας και την δουλειά μας.
* Είμαστε στο περιθώριο μιας «αγοράς», όπου κυριαρχούν τα μεγάλα
sites;, αν είναι έτσι τότε σίγουρα πρέπει να βολευτούμε, με ότι ψίχουλα
πέφτουν από το δικό τους πιάτο.
* Είμαστε κάτι άλλο, που λειτουργούμε πέρα και έξω από αυτή την
αγορά; Τότε δεν είμαστε μικρά, ή «μεγαλύτερα μικρά» sites, αλλά εναλλακτικές
προτάσεις, άρα πρέπει με ανάλογους τρόπους και απευθυνόμενοι σε ανάλογες
πηγές να αναζητήσουμε τα όποια -ανάλογα- έσοδα, που ίσως δεν είναι μόνο από
την διαφήμιση.
Προσπαθώ να γίνω ποιο συγκεκριμένος:
Είμαι σίγουρος ότι η συνεργασία των μικρών sites πέρα από μια συνολική
αύξηση της επισκεψημότητας, φέρνει -για πρώτη φόρα ίσως στην Ελλάδα και την
συνεργασία ανθρώπων που έχουν μικρές η μεγάλες εμπειρίες στο θέμα του
διαδικτύου, καλές ή καλύτερες απόψεις για την χρήση του και την εφαρμογή του
στην χώρα μας, που έχουν τέλος πάντων την δυνατότητα να εκφράσουν έναν
δοκιμασμένο λόγο και προτάσεις και ενδεχομένως έχουν την δυνατότητα να
πείσουν για την όποια ορθότητα των απόψεων τους, δηλαδή αυτοί οι άνθρωποι
ακούγονται κιόλας.
* Αν είναι έτσι, αυτοί οι άνθρωποι έχουν κάτι παραπάνω από ένα καλό,
πλην μικρό site, το συγκριτικό τους πλεονέκτημα απέναντι στους μεγάλους δεν
θα είναι η επισκεψημότητα, αλλά η γνώση, η άποψη και η δοκιμασμένη δουλειά.
* Αν αυτό είναι το συγκριτικό πλεονέκτημα, γιατί η συνεργασία των
sites να μην έχει αυτή την διάσταση, και μέσα και από αυτή την διάσταση να
δούμε αν μπορούμε να δημιουργήσουμε έσοδα, ή ακόμα και άλλες πηγές εσόδων
πέρα από την διαφήμιση;
Επίλογος.
Δεν ξέρω αν είμαι εκτός θέματος, έχω όμως την αίσθηση ότι αν «την ψάξουμε
την δουλειά» και προς τα εκεί...τότε θα συμφωνούσα και στο «ότι υπάρχουν
κεφάλαια»..αλλά και στην ανάλυση περί «επιχειρηματικότητας και
δημιουργικότητας» του Σ.Μ
Παναγιώτης Λαμπρόπουλος
www.istoselides.gr
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