December 18, 2006
As Steve Rubel reflects back on 2006, he sees one major trend: media across the board has become a conversation.
December 11, 2006
As we all are quite aware, underneath the internet advertising economy is a key metric that dictates how properties are valued and how online media is bought and sold: the page view. While it's not the only way to measure the health of a site, it's still very popular. Unfortunately, the trusty page view is on life support, and I give it four years to live.
December 05, 2006
Some of us are better than others at being generous. but many of us only start thinking about giving in earnest when the Salvation Army bells hit the streets and the holiday season swoops in like a winter storm. What I have observed is that the more influential long-tail creators -- bloggers, podcasters, video enthusiasts, mash-up artists -- are extremely giving year-round. Not only do they pump out lots of great content (often without asking anything in return), but they are also giving when it comes to links and their time. They make their content freely available in whatever formats their audience craves.
November 27, 2006
Perhaps fearful of missing the next big thing, brand marketers haven't skipped a beat on the rising popularity of the Second Life virtual world. Starwood Hotels has opened a hotel that doesn't even exist right now in real life. Retailers such as American Apparel are testing Second Life as an emerging channel for selling both virtual and physical jeans. And if you visit Dell's island, you can sit down at a console, build a custom PC and order it.
November 20, 2006
When HBO landed on the scene in the 1970s, it unwittingly pioneered consumers to subscribe to premium TV programming over copper cable wires. That was unheard of back then. Of course, it is now the norm when we sign up for cable TV. We expect to be presented with several packages, including deluxe networks such as ESPN, HBO or Showtime that require an additional fare. However, a new business model is emerging.
November 13, 2006
November 06, 2006
Every other day, a new digital term is born. Lately, HDNet co-founder and Chairman Mark Cuban has been repurposing an old piece of skateboard vernacular, "vert ramp," to describe "long-tail" content crossing into the mainstream.
October 30, 2006
In the 1990s, there were a handful of big Internet portals. Some, like My Yahoo, became household names. Others died with the dot-com boom. But today the sheer mention of the word "portal" is a reminder of the days of excess. But today, the web, with its abundant choices, has splintered into thousands of niches and sub-niches. Anyone can be a media company. And this has led to a -- get this -- portal renaissance.
October 23, 2006
A fundamental shift is taking place regarding the sources of creativity. It's critical that the advertising community embrace crowdsourcing as a model for the future. Can we? Only if some of us check our egos at the door.
October 09, 2006
Engagement is, quite frankly, hot air. It's indicative of a systemic issue in the marketing community. We love to create buzzwords to describe new marketing methods when the good ol' outdated ones like blunt interruption don't quite work anymore.
October 03, 2006
Michael Kinsley, writing in Time magazine, recently posed the big (and loaded) question: "Do Newspapers Have a Future?" Kinsley notes that papers are embracing blogging but he worries they are doing so at the risk of sacrificing speed over accuracy. But let's not lose site that blogging is the first phase in a gradual evolution. To thrive in the future, the newspaper will need to use the web to turn itself into a 2.0 platform where readers and advertisers working together (not journalists) create most of the value.
September 25, 2006
Technology has transformed our world and made it really small -- or, if you're a Tom Friedman fan, flat as a pancake. And if you thought things couldn't get any more intimate, they're about to, thanks to geotagging, which might change the way you buy local media in the near future.
September 19, 2006
Apple CEO Steve Jobs was at the top of his game when he rolled out new iPods and more last week. The big news, by far, is a product that will debut early next year. Tentatively called ITV, the set-top box will stream movies and TV shows purchased on your Windows PC or Mac to your big screen TV.
September 11, 2006
Question to marketers: Do you know what Wikipedia says about you? Like it or not, the Wikipedia open-source phenomenon looms large right where companies are increasingly spending billions of dollars to jockey for position: on search-engine results pages.
August 29, 2006
One of this summer's hottest beach reads is "The Long Tail" by Chris Anderson. By now you probably already know the book's thesis: The future of creating demand lies not at the head of the curve (e.g., the most popular hits created by Big Media) but rather down the "Long Tail" of niches. However, where the book falls short is in giving marketers a playbook. Here are three ways marketers can thrive in a Long Tail world.
August 22, 2006
The ubiquitous iTunes Music Store, which to date has sold well over a billion songs, is a misnomer of sorts. Since launching the video iPod late last year, Apple has been adding TV programming at a rapid clip and has sold more than 35 million videos to date. In addition, the store carries thousands of video podcasts from both mainstream and niche Long Tail producers, as well as short films.
August 14, 2006
When it comes to social media, there's one -- and only one -- thing you can bank on: No one puts down roots. This is only exacerbated in a flat world, where anyone can create tomorrow's hot site in a basement for pennies on what it used to cost.
August 08, 2006
Marketers love data. The problem is when it comes to community sites there's simply not enough of it. Specifically, there are two categories of data that would go a long way to helping marketers navigate these new centers of gravity: traffic statistics and aggregate user figures.
August 01, 2006
While several companies have played a pivotal role in shaping online advertising, none, perhaps, looms larger than Google. The search engine created an entirely new form of search advertising (pay-per-click) -- but now the tectonic plates are shifting again. A new online advertising epoch has dawned: the socially networked era. Is Google ready?
July 24, 2006
Spend five minutes with me or my blog and you'll find out quickly that I'm a geek. Not only am I a geek, I'm proud of it.