Remember those early Web 1.0 home pages with the navigation buttons and long “Welcome to our Website” paragraphs? Which eventually morphed into more dynamic content, maybe even a blog? How about just making YouTube your home page?
In a recent conference call I cautioned against being “a PowerPoint company in a YouTube world.” I’m guessing the kids at Boone Oakley don’t do a lot of PowerPoint presentations. [By way of Planet Nelson]
A thought-provoking column by Henry Blodget in the Silicon Alley Insider. Here’s his nutshell:
“As with print-based media, Internet-based distribution generates only a tiny fraction of the revenue and profit that today’s incumbent cable, broadcast, and satellite distribution models do. As Internet-based distribution gains steam, therefore, most TV industry incumbents will no longer be able to support their existing cost structures.”
According to Blodget, the TV business models for the past 50 years have been based on:
So you’ve got a TV station or radio station or newspaper with all this good “content.” The cost of producing it is already sunk so you put it on your website and sell some banner ads. Ch-ching. But it just isn’t working for a lot of “legacy media” and Terry Heaton explains why:
“The assumptions of any content play are that its value is so great that expensive, adjacent advertising will support it and that the mass attractive to advertisers can be created through scarcity. Neither of these assumptions is viable online, and the real problem is that both must be present for significant revenue to be realized.”
So what do we do?
“We should nurture our legacy products as best we can, but we simply must separate our ability to make money from our dependence on the content we create. The key to that is in defining, understanding and developing the Local Web.”
I added the bold in hopes that would help me understand what he’s saying. I think he’s referring to the content we are already creating. We have a story in the paper, we put it on the web. We have a good radio morning show, we stream it. And so on.
We can’t just “re-purpose” our existing content and expect to attract an audience that will be attractive to an advertiser. I think he’s right.
Wonder how many of these there are now? Started in 2006. The three new ones are Customer Care, Elimination and PC Choice Chat (above). I love that they didn’t bother put with mic cord or phone cords. If you’d like to make these stop… get a Mac.
Scott Adams thinks the calendar will be the organizing filter for most of the information flowing into our lives:
“You think you are bombarded with too much information every day, but in reality it is just the timing of the information that is wrong. Once the calendar becomes the organizing paradigm and filter, it won’t seem as if there is so much.”
News: “When I read the news, I’m generally most interested in how stories have unfolded across time. I want to know the “new news,” as in the topics that have never been reported until today, but I also want ongoing charts and graphs about the “old news” such as wars and the economy. My understanding of the war in Iraq, for example, has little to do with what blew up today and a lot to do with the trend lines over the entire war. In other words, I see the news in terms of time.”
Advertisements: “Some time ago I blogged that advertising belongs in your electronic calendar, for your benefit more than for the advertiser. That’s because my interest and desire in certain products and services is linked to timing. If my calendar has a certain birthday coming up in a week, and I’ve checked the boxes saying the person is a certain age and gender, or has certain hobbies, my calendar can start giving me gift suggestions and recommending online flowers and e-cards and the like. In other words, advertisements can move from nuisance to valuable service just by adjusting when you see them.”
I know a lot of folks who use their Outlook email in-box as their primary organizing tool. (shudder) The calendar makes a lot more sense to me, too. Especially working out of iCal that’s sync’d between my desktop, laptop and iPhone.
I remember reading Bob Garfield’s The Chaos Scenario as an article in Advertising Age but I’m not sure I listened to the interview Mark Ramsey (Hear 2.0) posted to his website back in March. More on that in a moment. I don’t think the book is out yet but here’s a blurb from the web page:
“What happens when the old world order collapses and the Brave New World is unprepared to replace it…as an ad medium, as a news source, as a political soapbox, as a channel for new episodes of “Lost?” That is The Chaos Scenario.
In this fascinating, terrifying, instructive and often wildly entertaining book, Garfield is not content to chronicle the ruinous disintegration of traditional media and marketing. No, having established the problem, he travels to five continents for solutions.
What he discovers is the answer for all institutions who wish to survive – and thrive – in a digitally connected, Post-Media Age. He calls this the art and science of Listenomics.”
Mr. Garfield is Advertising Age editor-at-large and co-host of NPR’s On the Media. Looking forward to the book. If you spot it before I do, let me know.
Jerry Del Colliano (Inside Music Media) on yesterday’s firing of 590 people by Clear Channel Communications and why radio “consolidation” turned into such a bad thing:
“I’m sorry that these virtual monopolies didn’t work, but the reason they failed is because their arrogant CEOs ran up the debt to buy stations at prices that were, frankly, never really worth what sellers pumped them up to. Now they can’t service that debt and even though they could probably survive an economic downturn (radio always used to in past recessions), the debt they ran up during the consolidation years is killing them.”
I think I might have run out of anything more to say about the challenges facing radio.
In my radio fantasy, everyone working in radio today is raptured up to heaven, leaving thousands of empty stations with the transmitters still on and records “chick” “chick” “chick’ing” on the still spinning-turntables. (Okay, I know they don’t use turntables anymore but it’s my fantasy.)
Listeners tip toe down deserted hallways, peeking into empty studios, wondering where Rush went.
Eventually, someone sits down at the microphone and figures out how to turn it on. What do they say? What would radio become? Would they hastily call a sales meeting and begin selling ads? Would they assemble a focus group and put together a tight playlist?
I have no idea. Maybe they’d just stick their ear buds in slip out quietly, locking the door behind them.
Print: Advertising is adjacent to content
Broadcast: Advertising interrupts content
Movies: Advertising is within content
The Web: Advertising IS content
— Terry Heaton
“Real creative urges, those we are meant to express, don’t go away. If ignored, they bother us, affect our health, fester and eventually turn us into the living dead.”
— from Pamela Slim’s piece in NYT
I almost didn’t post this because I don’t want to read anything into the photo. But this young man is soliciting subscribers to the local newspaper. This might be part of an on-going effort. I don’t know and was uncomfortable asking the young man. He did say he had picked up “a few new ones.”
The signs offer a $10 Hy-vee gift card with every new subscription. Or you can just try the paper for free for three weeks.
This reminds me a story old radio “time salesmen” used to tell. They’d give a car dealer a little break on their ad buys if the dealer would tune all the radios on the lot to their station. Sweet!
If I had been given this assignment, I like to think I would have dressed in my best Mickey Rooney outfit, grabbed a HUGE stack of papers, and started shouting (as loudly as store management would allow)… EXTRA! EXTRA! READ ALL ABOUT IT IN THE NEWS TRIBUNE! EXTRA! EXTRA!
When they came over (okay, IF they came over) I’d make my pitch.
PS for the paper webmaster: Dude. This is THE slowest loading page I’ve come across in a while. GOT to get that fixed.