So this happened: I got asked to help train a team of 25 bright, ambitious, clever & talented people from Jiangsu Broadcasting. I believe they are headquartered in Nanjing, and they were set loose in Los Angeles for 20 days (missing out on some big & important holidays in China) to learn what they could […] [...more]
So this happened: I got asked to help train a team of 25 bright, ambitious, clever & talented people from Jiangsu Broadcasting. I believe they are headquartered in Nanjing, and they were set loose in Los Angeles for 20 days (missing out on some big & important holidays in China) to learn what they could about how to adapt to the shift from traditional broadcast TV, to a more multiplatform approach.
Here’s a gallery of images from the last day, when they had to present their projects.
Yeah, I read the caption to this too – “loser … instantly … falling into a pit…” and realized that China’s gameshows are totally badass.
Here are the contestants, perched on their precarious peninsulas (see what I did there?), waiting to have questions fired at them by the stern hosts.
The students partied it up while they were in L.A., and experimented with Vine to post pictures of themselves toasting their success with California wine.
As part of their presentation, one of the teams of students built sequences into their Prezi, where they took the letters U-S-C and used them to talk about how much they enjoyed their time in L.A. They were particularly impressed by the cheerleaders at our football matches.
I think this spells out “M V” — maybe they saw the old Village People “YMCA” hand gestures, and figured they’d one-up it?
So my students think I’m “Sully” from Monsters, Inc. Large, hairy, kinda goofy, by generally friendly and harmless. I guess this represents progress of a sort – usually, my students call me Hagrid.
They were challenged to think strategically about how best to incorporate social media into their marketing and programming mix.
Contestants on the singing contest show “The Hidden King” put on masks and perform against each other. Some of the masks really get ornate.
One of the other ways that the students considered to drive traffic, awareness and interactivity with their content, is to start using the gossip sites to send out photos of Chinese celebrities making fashion faux pas. Zippers undone, bad armpit hair-shaving, etc. Somewhere, Perez Hilton nods and murmurs appreciatively.
They’ve gotten the message that to compete against the market leader – a spinoff of “The Voice” – they are going to have to use a mix of social media strategies to try to build up a more engaged audience.
Unable to built a real high-quality mask of their own, the students resorted to sticking post-it notes to the foreheads of their singer. I gave them extra points for resourcefulness and creativity. And, of course, silliness.
The promos for “The Hidden King” would not look out of place in a Thor movie. Some huge guy, dreadful, menacing music … swinging a hammer with a glowing symbol in it … if it was a movie, I definitely would go see it.
Ukrainians fighting the Kremlin’s propaganda machine release report on what they’ve learned While I’ve been regularly sharing, reposting and ReTweeting the efforts of my friends, colleagues and students in Ukraine over the past year and a half, I must admit that there are times when I kinda lose track of what’s really happening over there. […] [...more]
Ukrainians fighting the Kremlin’s propaganda machine release report on what they’ve learned
While I’ve been regularly sharing, reposting and ReTweeting the efforts of my friends, colleagues and students in Ukraine over the past year and a half, I must admit that there are times when I kinda lose track of what’s really happening over there.
Every day, they scour the airwaves and the web for examples of Russian propaganda. They are like the “Daily Show” of Ukraine … without quite so many jokes. Because, well, people are dying. And that’s kinda hard to make into Teh Funny.
I can’t quite express in words how proud and humbled I am by StopFake.org, the online effort by Yevhen Fedchenko, the Mohyla School of Journalism, and the Institute for the Digital Future of Journalism, to report the truth and counter the cynical, evil lies that are being daily concocted by the Putin regime to mislead and delude people around the world. Their efforts these past few years have made me feel like a spoiled gringo, as so often happens when I work with journalists in countries where the government or cabals of criminal oligarchs decide to crush a free and independent press.
Which is why it’s even worse to see us doing it to ourselves.
I did a case study on this use of analytics technology more than a year ago. The gist of it is this: online MMPORGs like World of Warcraft, EVE, Everquest, etc., are wonderful tools whereby to study human interactions. Here’s the gist: when you map the connections between people – or stores, or institutions, or […] [...more]
I did a case study on this use of analytics technology more than a year ago. The gist of it is this: online MMPORGs like World of Warcraft, EVE, Everquest, etc., are wonderful tools whereby to study human interactions.
Here’s the gist: when you map the connections between people – or stores, or institutions, or giant multinationals – there are certain geometric patterns that emerge. Analyzing the shape of those patterns reveals what kind of community is in existence, how healthy and vibrant that community is, and whether or not any of the people in that community are acting in a criminal or shady manner.
This technology is being used by Ninja Metrics (h/t to Dmitri Williams, a colleague at USC-Annenberg who runs this amazing company), to help online game environments to detect and remove the kinds of “gold-farming scammers” that ruin the gaming experience for the other players. It’s also the kind of thing that is being used to catch real-world drug cartels, money-launderers and fences for stolen goods.
Now if they can only do something about that punk griefer who keeps zapping me in “Destiny,” they’ll really be onto something…
Shorter: Mobile is still undervalued. Hackers suck. China is about over; India is next. Professional content producers still doomed. But good design still matters. Every year, Mary Meeker produces a massive presentation that quickly makes the rounds on Teh Interwebz and gets name-checked by all the digerati. This year is no different; everything has changed, is […] [...more]
Shorter: Mobile is still undervalued. Hackers suck. China is about over; India is next. Professional content producers still doomed. But good design still matters.
Every year, Mary Meeker produces a massive presentation that quickly makes the rounds on Teh Interwebz and gets name-checked by all thedigerati. This year is no different; everything has changed, is changing, will change. So what does the Oracle of KPCB tell us this year? Well, for one thing, she’s down from the “Death by PowerPoint” presentations of years past, that clocked in at 350+ slides (and a whole lotta Visine for anyone plowing through the dense bar charts & bullet points).
Anyway, check it out:
So what’s my analysis of her analysis? Glad you asked.
In a business environment that closely resembles the last five minutes of a James Bond film, where the klaxons are blaring and guys in white jumpsuits are frantically running around and dying in explosions because Bond just set the reactor to overload... the absolute stupidest, most dangerous thing you can possibly do is just stand still. Act defensively. [...more]
The kids are all right. Despite my best efforts…
On Friday, I had five cohorts of students graduate from Annenberg-USC. Three graduate student cohorts (broken down into two cohorts that attended USC for two years, and one in the brand-new one-year accelerated Master’s program). One group of quirky, hardworking undergrads. And a summer school class of “Specialized Journalism” grad students.
USC-Annenberg class of 2015, right after the ceremonies ended – and reality started to sink in (at least for a few of them). The rest were ebullient, as evidenced by student Yingzhi Yang in the foreground, grinning and waving at me.
I had to start traveling at 4 a.m. in Sonoma County, to get to the graduation before all was over; but it was worth every second of sitting on runways and grinding my teeth while crammed into a coach seat (they get tinier every year, it seems). I got to see all my students, beaming and full of excitement, enthusiasm and hope. God knows we need those three emotional energy states in journalism these days.
The IAB has published their view. I have my own opinion. One of the biggest problems with “native advertising” is that it is such a new, made-up term of digital art, that it’s taken on an Alice in Wonderland-esque quality, in which the phrase means whatever the speaker thinks it means in that moment, while […] [...more]
The IAB has published their view. I have my own opinion.
One of the biggest problems with “native advertising” is that it is such a new, made-up term of digital art, that it’s taken on an Alice in Wonderland-esque quality, in which the phrase means whatever the speaker thinks it means in that moment, while the listener pretty much has their own interpretation.
“When I use a word,” Humpty Dumpty said in rather a scornful tone, “it means just what I choose it to mean — neither more nor less.”
Quick hit: It’s been about 2 months now, and all I see on Klout is this message: Not that I’m obsessed with my Klout score or anything (no, that would be terrible), but at some point, it would be nice in terms of UX/UI to have something a bit more useful here in an error […] [...more]
Quick hit: It’s been about 2 months now, and all I see on Klout is this message:
Well, this is helpful. Anything else we can do about this? No? K THX BYE.
Not that I’m obsessed with my Klout score or anything (no, that would be terrible), but at some point, it would be nice in terms of UX/UI to have something a bit more useful here in an error message. Particularly if it’s something that lasts since, oh, I don’t know, JANUARY.
I’ve been doing a long rundown of social media tools that’s set to get published on our main DigitalFamily.com site, and this is unfortunately something that I’m gonna hafta mention. I’ve seen increasing signs that Klout is struggling with its business model; thing is, most of the social media management tools are piggybacking on its numerical rankings in their “influencer-spotting” panels.
Kred kind of came and went. Is there some other social tool startup that purports to measure influence out there? ‘Cause I’m not seeing it at this juncture. Guess I gotta do some more research (sigh).
As the “New” wears off of “New Media,” investors start to expect results Years ago, I did the first big case study for the NAA, back when newspaper revenues were in free fall, and publishers were desperately flailing around for a revenue stream – any revenue stream – that might provide a lifeline with their […] [...more]
As the “New” wears off of “New Media,” investors start to expect results
Years ago, I did the first big case study for the NAA, back when newspaper revenues were in free fall, and publishers were desperately flailing around for a revenue stream – any revenue stream – that might provide a lifeline with their news organizations. At the time, paywalls were still a very dirty word with the digerati, as they seemed to reflect the very worst of Old Media Thinking.
Is the modern newsroom going to turn into something of an ad production studio? Or will there be some other way for it to survive?
Information wants to be free after all, and back then, there were some very prominent failures with trying to get people to pay for content. El Pais, which had been the market leading national newspaper of Spain, put up a paywall in the early 2000s, and then three years later, took it down after it had basically destroyed their standing in the marketplace. El Pais spent millions of dollars trying to win back the audience that had deserted them.
But then along came the crash in 2008, and the bottom fell out of the ad market (again). This time, unlike the dot-com crash of 2001, the revenues did not bottom out in 6 months, and then start climbing back again. No, this time there were insidious new technologies on the rise that have pretty much destroyed the value of the banner ad: the rise of RTB (real-time bidding) or “programmatic ad buying.”
In a nutshell, RTB allows an advertiser to reach an audience, no matter where it is on the web. Say you want to reach housewives under 35 with kids in school, who looked at washing machines in the past year. No problem. Just sign up with a programmatic bidding outlet, and you can buy banner ads across the internet that will deliver you that audience.
Great for advertisers. Disastrous for publishers.
Why? Well, because the supply of space on the web is basically infinite. That means our old friends supply and demand kick in – with a vengeance. The result has been that CPMs for ads are on a race to rock-bottom. Banner advertising is essentially going to be utterly worthless soon, which means that there is going to have to be yet another shift in how premium content publishers support themselves.
And no, we cannot just crank up subscription rates to the point where the readers pay for everything. Even at the mighty New York Times, with its much-lauded paywall, there is a recognition that doubling the subscription rates will pretty much kill the business. Not to mention the fact that putting all good & decent information behind a paywall pretty much ensures that anyone without means – that is, ordinary folks – are going to have to subsist on a diet of cheap&shoddy news. Yep. Find the flaw in that plan.
The situation gets even more dire when we consider the headlong rush to the mobile web. Banner ads are even less effective and valuable there – here, take it from the New York Times again:
The appeal of being able to buy targeted audiences at scale and the simple efficiency of automated advertising makes it a no brainer for most advertisers, and thus most publishers.
Meanwhile, the shift to mobile makes developing effective native ads even more important because, as Levien says, “we have not yet arrived at an effective interruptive format, a banner format, in mobile”.
Social media companies such as Facebook and Twitter are taking the lion’s share of mobile ad revenue in part because their ads come in the same container as the rest of their content, which works better on mobile devices. The thinking is that publishers need to do the same to compete.
…and here at last we arrive at what is shaping up to be the big fight of 2015. Call it “native advertising,” call it “content marketing,” call it what you will. It’s advertising messages that are inextricably mixed into the news content on news sites. You’ve already seen it in your Facebook feed, on Twitter, on blogs, hell, for the longest time, even in the midst of radio shows.
Why is this going to be A Thing? Well, check out what John Oliver has to say about it:
Is it no longer identity theft when law enforcement does it? OK, on one level, this is kinda clever, and analogous to those scams where cops send out invites to a special event to lure in crooks. Usually, it’s under the guise of having won free tickets, or a relative croaked and left a boodle […] [...more]
Is it no longer identity theft when law enforcement does it?
OK, on one level, this is kinda clever, and analogous to those scams where cops send out invites to a special event to lure in crooks. Usually, it’s under the guise of having won free tickets, or a relative croaked and left a boodle of money in an inheritance – you can see an example in the intro scene in the movie “Sea of Love.”
There is a long tradition of deceptive practices by police that are legal, they noted. For example, officers assume a false identity to go undercover. “What’s different here,” said Ryan Calo, a professor at the University of Washington School of Law, is that the agent assumed the identity of a real person without her explicit consent.
Apparently, her boyfriend was using her apartment to store and dilute cocaine. He pled guilty and got 16 years. So he was a legitimate bad guy. But there are still some troubling issues here; is this really all that different from pretending to be a crook to gain the confidence of other crooks – see: Donnie Brasco? Or any number of cops over the years, showing up to a drug deal and pretending to be the guy that they just hooked up, all to catch other crooks?
Is this the future of the news business? Or has it always been this way, and we’ve been deluding ourselves to think otherwise? Gallup’s analysis in 1928 basically says, “Yup. Nobody has ever read those long investigative pieces.”
Back then, they had tried various methods to track what people actually pay attention to, down to gathering the used newspapers off the floors of trolley cars and seeing what page they were left open to (and aren’t you glad you don’t have that job, back when people routinely chewed tobacco and spat?). Gallup came up with the novel idea of sending his researchers into people’s houses in Iowa and watching them read the paper (call it ur-Google Analytics).
People are liars. “The person who believes he has read all of the front page may not have read a fourth of it,” he wrote.
Nobody likes serious news nearly as much as they report on questionnaires. Gallup’s interviews reported that front-page stories were actually no more popular than small features in the back of the paper.
The most-read thing in the newspaper wasn’t news at all: It was the front-page cartoon by J. H. Darling, read by 90 percent of men compared with just 12 percent reading the day’s local government news.
For women, the most-read parts of the newspaper were “style and beauty pictures.”
This is very timely, as Wednesday’s class is going to be about using SEO and analytics to track what readers actually read – and the advisability of just giving them “fast food news”.
It’s led to the rise of what we in the biz are calling “hamster wheel” journalism. I talked last week to the editor of Metropolitan magazine, who said that he gets staffers from fairly reputable outlets, like Fast Company, where the reporters have an Excel spreadsheet with 200 stories that they are REQUIRED to do each month. These story “ideas” are generated by having bots track Google Trends to see what the target audience is clicking on, and then backwards-engineering that to have stories that will then fit those audience interests.
On the one hand: it makes sense to give your customers what they want. On the other hand: aren’t we supposed to be serving a slightly higher calling than the fry cook down at Mickey D’s? What does it mean when the news isn’t what you need to know to function in an increasingly complex and demanding world — but just the lowest-common-denominator pap that can be quickly shoveled out and morticed around the ads.