When you have a hammer, everything looks like a nail. During the early years of the Web, the general manager at a major newsweekly always uttered this old adage to me as he struggled to bring his brand online. When most publishers looked at the Web in 1996 it looked like another publishing and distribution platform. Let’s just hammer away with the content we already have and build this thing, they seemed to say in those first sad iterations of media Web sites. More than a decade later, most of these publishers (but not all, Lord help us) have learned their hard lessons. And now we have another great platform on which to repeat mistakes… mobile. For a lot of publishers, marketers and ad network technology providers, mobile looks like a miniature Web. Just port the same technologies, content strategies and marketing approaches here, and let’s nail down this thing.
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