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The changing role of local news
08.21.07 | No Comments
Category: Uncategorized

From DM news, via MarketingVox: Internet may be a threat to local newspapers - while not a shock to anyone that has used craigslist, digg, Citysearch, or Google News before, the outlook is probably gets even worse as media evolves. I mean this not just from the shift of news consumption from dedicated news sites to news aggregators, but also from the growing incorporation of news feeds into social media platforms. With the recent hype around Google Reader on Facebook as an example, more and more users will consume their news in areas where the editorial board is composed of your peers. What’s more, these platforms have much greater resources to develop new ways of consuming raw content and much higher reach to make it worthwhile. Once integrated into mobile (which is already happening, albeit slowly), the relevance and utility of a local newspaper will slip even further. Of note is the fact that national newspapers actually increased online traffic over the course of the study cited in the article. Areas such as international news and government access are ones that it will be difficult/impossible for bloggers and citizen journalist to replace, and the larger papers will continue to grow their value based on that. What brings this back to marketing, however, is that the decline in readership on- and offline is far outpacing local marketers adjusting their media plans, leaving a gap that no new platform is completely prepared to fill.

Real Life Style Star #8: Dawn Christensen, Age 14
08.16.07 | No Comments
Category:
Hometown: Windsor, Colorado What she's wearing: Blue polka-dot party dress from Rue 21 (photo on the right), Pale yellow lace ribbed cami (photo on the left). Favorite brands: Hydraulics, Rue 21 Favorite places...
Virtual worlds: The next Facebook? - CNN.com
08.10.07 | No Comments

Virtual worlds: The next Facebook? - CNN.com is an interesting article about the predicted boom of the “metaverse”, 3D interactive worlds where users interact via avatar. While I understand the attraction of immersion and rich experience, I think many of these studies overlook a key point- to truly represent a physical world there needs to be some perceived separation of the user from information. I.E., for me to believe that I’m on an island, the palm tree needs to be certain distance from me, the cabana another, and the sponsored kiosk yet another, and the time I spend getting from Point A to Point B helps reinforce the perception. When I’m online now, I have the convenience of accessing a multitude of information and sources immediately from my homepage, facebook page, search results, etc., and that’s a key advantage that I’d be sacrificing in 3D. Also, it is much easier (and faster) to scan text than other media- I would be hugely annoyed if the Washington Post or BoingBoing were only available via video or podcast, and the same is true with over 90% of the content I read everyday.

Much more intriguing, however, is the theoretical inverse of the metaverse, the geoweb. As dorky as it sounds, the ability to bring online in to “meatspace” will be much more valuable, IMHO, than bringing the inconvenience of the physical world online for most non-social, recreational uses. Being able to access limitless information wherever I am about a certain place, and read messages from other people about where to go, historical info, and which of my friends are nearby is very compelling, and has been hyped at this point much less. It also has the potential to be much more powerful for marketers in the next 3-5 years (think retail promotions, travel info, mobile advertising) than the metaverse will be in 10. I got through that whole post without mentioning the recent Second Life bank run! Whoops…

Item of the Day: Double Headed Bambi T-Shirt
08.07.07 | No Comments
Category:
Lately, we've been majorly on the hunt for the hottest back to school items EVER. This killer Double Headed Bambi T-shirt by Spanish Illustrator, Elena Gallen, is definitely something to...
Little networks all grows up!
08.02.07 | No Comments
Category: Uncategorized

As it has now become obligatory to write up a post on Facebook on any blog with anything to do with Web 2.0, I will now end my holdout with a hopefully original take on the hype. With the growth of the “fb” population coming from mainly the 25 and older crowd, the groups and communities are beginning to reflect the aging populace. And while the hype among marketers has been focused on how to tap into the platform to reach user communities, something I haven’t seen covered is how the platform could change the game for b-to-b marketers. While this might seem crazy from a traditional media planning perspective, the tools being used by coeds to plan keggers can easily be adopted to hawk consulting services. The groups on Facebook range from niche to mainstream, but there is a much higher rate of participation, and there are a surprising (at least to me) number of media and industry influencers who regularly participate and engage members of the public groups. True, being a member of the Web 2.0 (and Redskins) groups will skew my opinion, but groups are being formed at a pace that it is easy to imagine a much wider range of industries and professions with similar representation in the near future. The normal playbook for targeting a specific industry is composed of a combination of email lists, trade media, SEO, and events, which all carry a heavy premium to micro-target. A B-to-B marketer can easily identify, join and participate in groups as an individual (though if you’re spammy, you’ll be kicked) and create a targeted widget for a fraction of the cost of any of the traditional strategies. Combine this with the higher response rates (versus email and banners), and a Social Network strategy suddenly seems less insane. Now, if only Linkedin would allow pictures….