Should Online Retailers Take on Publishers?

A few weeks ago I wrote a post about the convergence of retail and publishing and how media brands are hoping to replace lost advertising revenue by getting in on some e-commerce action. So when you see established media brands creeping onto your turf, one reaction is to try and further monetize your own website traffic by using some page real estate for display advertising. Before accepting advertising for your homepage, product pages or anywhere on your website, there’s some basic information you should know that will help you decide if getting into the advertising business is for you.