Git yer Adva-tising Edumacation heyah!
I am a huge music freak and can rattle off my heavy rotation of current sweetness on my IPod. I figured it was time to give some great Pub to some great work being done in the Advertising Underground. We all know about the big shindigs and pow-wows. But there is some great work of current being done now. This goes beyond journalism. If you want to brush up on Social Media, learn current events in Media/Technology/Advertising, or just want intellectual mind bending romps but don't have time or the desire to read from my nice blog reading list to your left...do I have something for you. Mind candy fer sure.
I wanted to showcase really smart people who share with us via Podcast format the issues affecting us today. They do really great work and are worth listening too. I have learned immensely from these true Sensei's of AdLand-MediaLand and their incredible guests:
1] The Bean Cast (Tapes Sun Nights)- Bob Knorpp (@thebeancast) of the Cool Beans Group is your host and he always has 3 to 4 guests with the topics laid out before hand on his website. He has a great panel format and does a wonderful job as moderator. Think of NPR Left-Right-Center level of discussions. Bob will take all sides when necessary to get to the bottom of things with his panel.
http://www.beancast.us/
2] AdVerve (Tapes Wed Nights) - hosted by Bill Green (@mtlb) of Humungo and Angela Natividad (@luckthelady) of Hypios
This is much more free form. The discussion flow, there is laughter, there it sarcasm, there is bluntness. They normally have one guest and they do not hold back. Everything is fair game and they cover everything in Advertising, Media, Technology, Politics and Current Pop Culture. And sometimes they make me LOL. Plus the hosts span Two Continents. Yes that is right. Two Continents. North America and Europe.
http://advervecast.blogspot.com/
3] Quick N Dirty (Fridays on I Tunes) - Your Hosts Aaron Strout (@aaronstrout) of Powered and Jennifer Leggio (@mediaphyter) of ZDNet focus on Social Media and cover everything current and developing in the land of Social. They normally have one or two guests and they go deep like Jerry Rice on the topics they have discussions on. They get some heavy hitters on so don't be surprised if you think you know 'Social' and then realize after listening that your still a 'Grasshopper' but in a good way.
http://www.blogtalkradio.com/quickndirty
4] Jaffe Juice - last but definitely not least, the Chief Interruptor at Powered and the Author of Flip the Funnel - Joseph Jaffe (@jaffejuice) is your host. He not only takes a very objective view to Social Media and Advertising, he's a brilliant and likable guy. His podcasts do not seem to be on any specific schedule but they are not to be missed.
http://www.jaffejuice.com/
http://itunes.apple.com/podcast/jaffe-juice/id93639319
Showing posts with label podcast. Show all posts
Showing posts with label podcast. Show all posts
Monday, April 26, 2010
Friday, January 29, 2010
Where Print went wrong...sorry Digital Ad Networks
Print has had a double whammy when it comes to revenues. One is their fault which was free news sites with digital ad networks, the second was out of their control - Craig's List which killed the Classified Ad revenue source.
But first I want to do a quick review of the past vs. the present.
Before the Internet if you wanted news most major cities had 1-2 newspapers, 3 major TV networks that did world, national and local news, and the radio. They competed within each market for eyes and ears and were pretty much protected from non-local competition.
With the Internet what has evolved is that every news source competes now globally. Using my own example growing up my family watched the TV news outside NY City and we subscribed to Newsday. I moved to LA and subscribed to the LA times and also watched Network News. Over time I now read the Digital Versions of the LA Times, NY Times, Economist, BBC, Washington Post, and Huffington Post. I never watch Network TV News. I do watch the Daily Show live and online. I also listen to news Podcasts from the BBC, NPR, and Economist. I read the print versions of Business Week, Fortune, and Rolling Stone. I also read local Entertainment Papers like LA Weekly, Village Voice, etc. All this accounts for 85% of my news consumption.
So now print competes world wide. And seriously I have estimated an industry maximizes competition and productivity when there isn't 500,000 competitors. So there will be a shake out eventually where many cities have no major print newspaper such as San Francisco, Boston, and Denver already deal with.
Prior to the Internet we all agreed to pay for print versions of news sources. Then came the Internet and this idea of Digital Ad Networks evolved. By not charging a subscription for Online viewing of news they lost a revenue stream. Now granted if I pay $0.50 for a print paper that is just subsidizing the true cost of printing and distributing. The rest comes from Print Ads. So removing the physical print and distribution they could charge less than the $0.50 and break even on that portion.
But the Digital Ad Networks promoted a lie to the Print Industry. That their Ad Distribution Networks are better than Static Ads on Print Pages (like a pdf would be). And this was the huge revenue killer. They lost control of this part of their revenue stream. Computer OEM's, Software OEM's, and Internet providers make no extra money if Ads are blocked, like Firefox allows. 700,000 downloads of Firefox's Ad Blocker Plus happen each week for the browser with 22% market share. Viruses have people fearful of interactive ads. I myself use No Script which prevents Java from running on websites unless I allow it. So while I disable Ad Blocker on sites I get free content from, the actual Ad Networks are all prevented from running on my browser because I have had virus infections before.
Since all the players mentioned before are out for themselves. Print has been left high and dry.
The true solution for this would be that Newspapers etc charge a nominal fee for a subscription. And their pages served to E-Readers should be static with Ads just like Print Ads. This way when I read Page 4 of the NY Times it views just like the hard copy of the paper would. This would guarantee impressions and increase CPM's. Why should a Brand or Marketer pay more, if 1] their Ad is blocked by 1 of 5 browsers? 2] They have even less proof an Ad was seen.
I know the rebuttal. Static Ads will prevent click throughs reducing the increased value and creativity they offer. But seriously now. Click Throughs? You mean the 20 average per 10,000 page views? But seriously now. Most of us use a search engine to find website sites, type in URL's directly, get linked via social media, or we go direct via a book mark. Leave your creative interactive consumer engagement effort for your web site. Make it easy to get there. And boom increased R.O.I.
But first I want to do a quick review of the past vs. the present.
Before the Internet if you wanted news most major cities had 1-2 newspapers, 3 major TV networks that did world, national and local news, and the radio. They competed within each market for eyes and ears and were pretty much protected from non-local competition.
With the Internet what has evolved is that every news source competes now globally. Using my own example growing up my family watched the TV news outside NY City and we subscribed to Newsday. I moved to LA and subscribed to the LA times and also watched Network News. Over time I now read the Digital Versions of the LA Times, NY Times, Economist, BBC, Washington Post, and Huffington Post. I never watch Network TV News. I do watch the Daily Show live and online. I also listen to news Podcasts from the BBC, NPR, and Economist. I read the print versions of Business Week, Fortune, and Rolling Stone. I also read local Entertainment Papers like LA Weekly, Village Voice, etc. All this accounts for 85% of my news consumption.
So now print competes world wide. And seriously I have estimated an industry maximizes competition and productivity when there isn't 500,000 competitors. So there will be a shake out eventually where many cities have no major print newspaper such as San Francisco, Boston, and Denver already deal with.
Prior to the Internet we all agreed to pay for print versions of news sources. Then came the Internet and this idea of Digital Ad Networks evolved. By not charging a subscription for Online viewing of news they lost a revenue stream. Now granted if I pay $0.50 for a print paper that is just subsidizing the true cost of printing and distributing. The rest comes from Print Ads. So removing the physical print and distribution they could charge less than the $0.50 and break even on that portion.
But the Digital Ad Networks promoted a lie to the Print Industry. That their Ad Distribution Networks are better than Static Ads on Print Pages (like a pdf would be). And this was the huge revenue killer. They lost control of this part of their revenue stream. Computer OEM's, Software OEM's, and Internet providers make no extra money if Ads are blocked, like Firefox allows. 700,000 downloads of Firefox's Ad Blocker Plus happen each week for the browser with 22% market share. Viruses have people fearful of interactive ads. I myself use No Script which prevents Java from running on websites unless I allow it. So while I disable Ad Blocker on sites I get free content from, the actual Ad Networks are all prevented from running on my browser because I have had virus infections before.
Since all the players mentioned before are out for themselves. Print has been left high and dry.
The true solution for this would be that Newspapers etc charge a nominal fee for a subscription. And their pages served to E-Readers should be static with Ads just like Print Ads. This way when I read Page 4 of the NY Times it views just like the hard copy of the paper would. This would guarantee impressions and increase CPM's. Why should a Brand or Marketer pay more, if 1] their Ad is blocked by 1 of 5 browsers? 2] They have even less proof an Ad was seen.
I know the rebuttal. Static Ads will prevent click throughs reducing the increased value and creativity they offer. But seriously now. Click Throughs? You mean the 20 average per 10,000 page views? But seriously now. Most of us use a search engine to find website sites, type in URL's directly, get linked via social media, or we go direct via a book mark. Leave your creative interactive consumer engagement effort for your web site. Make it easy to get there. And boom increased R.O.I.
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