This is the last class I taught in Astana – they were very engaged with the idea of moving from traditional media to “New Media,” particularly with blogging. The main question on everyone’s mind was “How do I drive more traffic to my site?” I showed them some of the very basic tools to promote [...] [...more]
This is the last class I taught in Astana – they were very engaged with the idea of moving from traditional media to “New Media,” particularly with blogging. The main question on everyone’s mind was “How do I drive more traffic to my site?”
I didn't know the Russian phrase for "Group hug, people!" So I just stood in the back and spread out my arms.
I showed them some of the very basic tools to promote your content – the simplest being the blast e-mail alert to people you’ve signed up on a subscription list. A couple of people in the class were already up on Twitter, and I sang that particular gospel, as well as the advantages of setting up Facebook groups or using the same functionality in the Russian equivalent, which is a Classmates.com-alike.
As always, the skill level in the audience was very uneven. Some people were way out in front of the pack, others seemed to be lost. I tried to deliver a wide variety of tools to hit everyone. I got just a couple of hours to do some very basic tourism after this session. The scale of the construction going on here is truly awe-inspiring.
It's pretty chilly here; not snowing yet, but it's thinking about it - thus the heavy clothes. Also, behind me is the new Presidential Palace.
This is part 3 of John’s keynote at OMMA 2009. …and yes, I know, I don’t have the excerpts and such that made the other videos interesting to watch. But I figure if you’ve gotten this far, you’re probably already pretty interested in what this guy has to say. [...more]
This is part 3 of John’s keynote at OMMA 2009.
…and yes, I know, I don’t have the excerpts and such that made the other videos interesting to watch. But I figure if you’ve gotten this far, you’re probably already pretty interested in what this guy has to say.
This is the first part of the rather incendiary keynote speech by Jason Calacanis, founder of Mahalo.com, at the OMMA Hollywood 2009 conference. The keynote's title is "Advertising, Riots, Twitter, Facebook and the Depression," and in it, Calacanis cheers the death of newspapers and "Old Media," and lauds paid search as the "most powerful advertising medium ever created." [...more]
Advertising, Riots, Twitter, Facebook and the Depression
Curmudgeons skip directly to 7:50 or so, for the juicy bits. If you are in a crowded place, please allow at least 10 feet of safety space in all directions for when your head explodes.
This is the first part of the rather incendiary keynote speech by Jason Calacanis, founder of Mahalo.com, at the OMMA Hollywood 2009 conference. The keynote’s title is “Advertising, Riots, Twitter, Facebook and the Depression,” and in it, Calacanis cheers the death of newspapers and “Old Media,” and lauds paid search as the “most powerful advertising medium ever created.”
Not coincidentally, Mahalo is a paid search company.
Along the way, Calacanis also trashes social media advertising, showing screenshots of drunken parties to “prove” that all advertising on this platform is unwelcome, intrusive and doomed to die.
“Gosh, newspapers didn’t see this coming, did they? I mean, the newspapers were reporting on their own demise for a decade. And they still couldn’t change it.
It’d be as if you’re the Titanic and you haven’t even left port yet. And they’re like, “By the way, there’s a lot of icebergs to the north.” And you’re like “OK, thanks.” A day later, it’s “Icebergs are still there.”
They’re like, “Full speed ahead! To the icebergs, as quick as possible!”
They did nothing. They deserve to die. Don’t cry for newspapers, it’s great that they go out of business, because new things can take their place that are better. Much better.
Don’t cry for journalism. Rejoice, because a new journalism is being built, today, as we speak. And it’s going to be better than the last one.
“They deserve to go away. Goodby, good riddance.”
The keynote was obviously designed to provoke a reaction (more than one conference attendee muttered “linkbait” after listening), and it certainly did that, as every other session after this opened with the panel trying to refute Calacanis’ claims. I’ll post John Battelle‘s rather more measured keynote tomorrow.
I have a few reactions to this, and I’ll post some more with the other three videos in this series. But to start with, the notion that newspapers did nothing at all about the internet is absolutely false. The industry has tried to engage with online since before there was an internet (you’ve probably all seen those videos from San Francisco, showing the early paper over video screen tech of the 80s). The problem is, that the battlefield on which newspaper have been trying to engage has shifted radically. First, it was the fight between portals – Prodigy vs. CompuServe vs. AOL. Then it was Netscape vs. Internet Explorer. Yahoo vs. Google. Facebook vs. MySpace.
Newspapers are a $50 billion a year industry, with tremendously expensive production and distribution infrastructure, grown up over centuries. If the Tribune chain had just splashed kerosene over the presses back in ’92, and declared in the flickering light that they were shifting every penny over into becoming a competitor to AOL … well, they probably still woulda wound up about where they are. But along the way, there would have been tremendous dislocation – millions of readers not getting information. Millions of readers turning to competitive print products that would have made billions.
So the newspaper industry has tried incremental solutions. Right up to this point, where, as we see in Seattle & Denver (despite what Jason sneers at, there are plenty of people who want to read what he dismisses as “boring” stories about local government, taxation, schools and crime) the papers are being forced to migrate to the web under conditions that are nothing short of brutal.
It’s all very well and good to talk about the exciting news products that are “being built today, as we speak.” But I know many of the people that work at these small, struggling web news outfits. They are up against the wall, just trying to keep the broadband bill paid. They are not going to be able to devote thousands of man-hours to digging through documents and making connections, and going out and doing original research (i.e. interviewing people to get things that are not archived on the magical, all-seeing web). Maybe this will be solved someday – but it ain’t the case today, and that’s when we need it. We need this kind of enterprise reporting, or this country is going to implode, because society is angry at the economic collapse, and nobody’s really been able to dig deep enough to explain it. At least, not in a way that holds up & makes sense for more than a month or so…
If I sound like a bit of a curmudgeon here, well, it’s hard to watch this and not get a bit grouchy. I agree with Jason on the broad points – that Big Media has sinned, and is paying the price; that ad dollars are shifting to where the consumer eyeballs are, and that this trend is only accelerating.
General interest sites, however ... well, let me put it this way. Check out the sode aisle in the supermarket next time you're there. Diet Coke, Diet Coke with Lime, Diet Coke with Splenda, Diet Vanilla Coke, Diet Black Cherry Coke, Coke Blak, Regular Coke, No-Caffeine Coke, Coke Zero, Diet Caffeine Free Coke, Vanilla Coke, Cherry Coke, Diet Coke with Vitamins.
Each of those products exists because there is a niche out there that wants to drink them. Why would Coke want to waste its ad dollars for health nuts that want a soda that has vitamins and that they can delude themselves into thinking that is "good for them" ... on a site that has an audience of cigar-smoking red-meat-eaters?
The advertisers have had to fragment their products. Those fragmented products have to be marketed just to the people who are going to buy them, or they are not viable. That means that the platforms that those products advertise on have to be similarly well-defined.
The root of the problems with mass media isn't that there isn't interest in the information - it's that the advertising money is shifting away to places where the audience is better defined & targetable. [...more]
This is going to have to be quick – I haven’t had any spare time to blog, since I’ve been finishing up on editing the Great Big Scary Project, and I have to churn out my intros to said project, along with sprucing up my multimedia examples for my trip to Kiev.
But – two items this week converged (yeah, there’s that word) to illustrate one of the powerful, emerging lessons about New Media. It’s one that I learned years ago, when I first rode a couple of dot-bombs all the way down into the crater.
Big site traffic numbers do not necessarily mean big money. Read More