I get this inquiry quite a bit, especially from those readers who have jumped into publishing with a whole bunch of passion, but no experience on how to sell the attention they aim to collect.

Online retailers want consumers' money. They create their sites' experience around customer needs almost exclusively. Publishers, on the other hand, want advertisers' money. This sets up a different dynamic than in online retail.

Is online where we really want our video served, or is this a case of the advertising tail wagging the content dog? I have been told on occasion not to throw the baby out with the bathwater, so let's see how we can put the horse back in front of this cart.

There were a ton of lessons to come out of OMMA Hollywood last week. As the person who programmed the show, monitored each of 40 sessions, solicited feedback on over 100 speakers, and generally took the pulse of the audience on the show's content, no lessons were more salient to me than this: we're officially in a seller's market.