They got it backwards

Time Inc. announced that Andrew Sullivan is moving his blog to Good for Andrew. But they got it backwards. They should have left Sullivan right where we was and sold advertising there. That would have extended their reach to a new audience. They’re thinking the old way: trying to draw people to their site and brand and buying content to do it. The new way would be to build your audience and brand and ad revenue all over the web, at all the best places, piggybacking on the audience and reputation that is already there. They’re thinking like a marketplace in a distributed world. [hat tip: Jay Rosen]

: Here’s Andrew on the move.