ClickZ: Selling Out: Web Publishers' Newest Problem

Zach Rogers wrote an intelligent, comprehensive review of an increasingly common "good" problem that some publishers now face: selling out their media. Having spent so many years in recovery mode, many publishers don't have the institutional experience needed to move from the sell-the-stuff mode to the get-more-value-out-of-the-stuff mode.

When publishers sell out, they can continue to increase revenues through several strategies, among them forecasting better, creating additional inventory and adding premium services and targeting. Another option not covered is simply raising the prices.