In January, 2009, I wrote this….
It asked a simple question. Whether or not there might be a pot of ‘hyper-local gold’ to be mined from the data that was starting to pour forth from your local doctor’s surgery.
That if we were starting to leverage ever more data about the medical make-up of that community there… didn’t it actually make sense to tailor the local ‘messages’ accordingly?
That if the doctors’ surgery that serves that challenged community in that particular part of town demonstrated a higher than average prevalence of teenage diabetes, shouldn’t they be targeted accordingly? Isn’t that a wiser spend of what’s left of a local health authority comms spend than taking out a full page ad in the local, regional newspaper that – by very definition – sprays said message across a region and not into the specific community where that message is most needed?
It was a challenge that faced the local authority comms teams in South Wales when I spoke at the CommsCymru conference in Newport last spring as the measles epidemic hit Swansea; that the then in-coming head of HM Government Comms, Alex Aiken, addressed in his key-note. How everyone had to be ‘Germanic’ in their thinking; brutally efficient in the delivery of their message.
And we demo’d how we could deliver a ‘Message’ into a mobile phone app – down to the level of a bus stop; on the edge of the Gurnos Estate, Merthyr. 30% off fresh vegetables – because the local, GP’s data shows that’s what you lot need…
And that the platform of choice had to be mobile. That was the only place you were going to grab their attention. The more hard-pressed communities didn’t have a PC sat in the corner of their study; broadband was an irrelevance to them. They lived their lives on their mobys.
And in an age of ever-constricting budgets, TV campaigns were an ill-targeted luxury that most Government departments could ill-afford; it was way beyond the reach of local authorities. As for the next generation of Local TV stations, do they actually reach every corner of their local land? Can, for example, a Mustard TV broadcast the length and breadth of Norfolk? From one estate in the back end of Lynn to another in the back end of Yarmouth? Did it offer the ubiquitous coverage that Claire Enders long ago demanded of future local media provision?
All of which lay underpins my interest in this piece of news… that Hewlett-Packard have rocked up in Norfolk to transform service delivery by ‘harnessing the power of big data…’
Which is fascinating.
‘Bringing together disparate data from multiple agencies will enable NCC to make evidence-based decisions, reduce costly duplication and meet rising demands for services…’
I have never been a big fan of data. Not when it acts alone. Data journalism by itself will not solve this nation’s media woes; it is not the panacea of all evils that some insist.
It is only ever been a starting point for the delivery of a story – or, as importantly, the delivery of an advert that matches that piece of data.
Data alone will not suffice. Just ask Adrian Holovaty. Data is a means to an end – not an end in itself.
So, what could HP’s arrival in Norfolk mean for the delivery of the kind of ‘Germanic’ messaging that Alex Aiken was exhorting his local authority troops to pursue?
Particularly if this approach was ‘multi-agency’? That it could cover everyone from the local primary health care trusts, to the police authority to the chamber of commerce?
What ‘evidence based decisions’ could it now empower the likes of Tom Baker, Norfolk’s CIO, to make if the disparate data from the four corners of the county were honed and homed in a new, single feed of social and commercial intelligence?
Well, that area there has higher than average teenage pregnancy rates… that area there suffers unduly from obesity… that area there is more prone than most to burglaries… those local SMEs there are more dependent on the tourism trade than those businesses there… The list is endless. Let’s send the library van into that area of poor literacy; the breast cancer screening clinic into that area of high cancer rates.
And let’s partner with the local retailer to promote fresh veg into that community; fresh fish into that one. Let’s intervene early; let’s re-educate a community diet-wise by delivering pertinent offers into where they live their lives. On their mobys.
Let’s be ‘Germanic’ in our decision-making. Let’s tick a big box as far as Mr Aiken is concerned. And let’s be equally ‘Germanic’ in how we deliver on the evidence that HP lay before us.
That, for me, is the big opportunity here. To marry evidence-based decision-making to actual delivery.
On the ground.
In a ubiquitous fashion.
For the last week I have been locked away in a SandPit. Stuck in a bend of the River Trent, watching how far the rushing waters would rise.
There wasn’t much by way of a mobile phone signal. Instead there were a dozen new toys to potentially play with.
It would be neither fair, nor right, to comment any further. Suffice to say, it was both an interesting and intense five days. Pondering what might – and might not – work in the UK hyperlocal space.
Guidance was out of the top drawer – the thoughts of the likes of Dave Harte, David Milne and Damian Radcliffe were all thrown into the mix. All three added considerably to the event. As did the IAB.
So, in a sense, specific ‘takeaways’ from the last week aren’t going to happen. There is a competitive process at work.
One thought did, however, continue to cross my mind.
And it returned to the original scope set out by the ‘Destination Local Demonstrators’ competition brief. Which is probably worth repeating.
Successful projects will lead to, or focus on, one or more of the following:
* Connected devices that enable geographical technologies to deliver content across devices, platforms and environments…
* Mobile access technologies that support hyperlocal urban media services and provide alternatives to local digital television…
* Services that deliver valuable hyperlocal services to rural areas, especially where internet access or digital television provision is weak…
Because, to my mind, within those lines lies a Holy Trinity; the three Cs.
Connection, content and commerce. As in, commercialising.
It prompted a very simple, circular diagram. Which, circle-wise, can either be of the virtuous or vicious variety.
Because you can have the best content in the world. But if you don’t have the connection required to deliver said content, it is worth diddly squat.
Likewise, we can all produce content. Be it good, bad or indifferent. But there are very few of us that can commercialise it. Certainly in the field of digital.
And some of us can deliver connection. To whatever strength anyone might ever require. But can we commercialise it?
For BT, commercialising their connection comes via content. Premier League content. I would argue at the expense of replacing the copper wires that continue to underpin the delivery of ’super-fast’ broadband to huge swathes of rural UK.
At which point the danger is that said circle becomes more vicious than virtuous. If I don’t have access to the level of connection required to deliver your content in a smooth and friendly stream, then you will struggle to commercialise it.
The three are mutually dependent.
Its equally interesting when you view ‘connection’ through the lens of the three, great ‘transmission’ vehicles of our time.
For the last 400-years, local content has been ‘transmitted’ via a local newspaper. It runs off the nearest print press.
In Sheffield, in the case of the Sunderland Pink.
For the last 50 years, TV content has been transmitted to the box in the corner of the living room via the nearest TV transmitter mast. A model of content and connection that 19 Local TV stations are charged with commercialising over the course of the next year.
A ‘revolution’ in Local TV that – to my mind – is nothing of the sort. You have just moved a TV ‘centre’ to an industrial estate in Birmingham. And rebuilt another collection of regional TV studios whose location is dictated as much by the ownership of a hill as anything. Which you are now charged with commercialising.
And then there is mobile. The second wave of disruption that threatens to swamp the box sat in the corner of the study; the PC whose content is only connected to a commercial model on the strength – or otherwise – of a copper wire.
Few, I sense, would deny that mobile is on the rise. And here to stay. Even if that mobility proves to be a pair of Google Glasses. But even the Big G needs connection to make us see into such a wearable future.
Content looks to be increasingly video-led. We are into Generation You now. The kids – and their parents – have little or no connection with a print press.
The challenge, therefore, is making the circle a virtuous one. In particular, for the mobile connection people – as yet, still struggling to find a sustainable commercial reason to bring their ‘transmission’ platforms into an average market town near you.
Minus the level of reliable, local connection to deliver the kind of mobile-video content that you can look to commercialise locally on a sustainable basis, our ‘Holy Trinity’ falls short. We haven’t squared the circle. Made the model whole.
And that, for me, is the challenge; the game that is afoot right now.
Addressing those communities that fall outside the current footprint of both local TV and broadband provision. Communities that might still – just – be in range of a print press. But whose connection to such a 600-year-old device is becoming ever more tenuous.
So we’ll see.
There are, still, huge challenges ahead. Keeping three corners of a circle together on the same page; ensuring that each recognises that without the other two, the likelihood is that we will all fall on our a*se. Again.
Become another two-legged, milking stool.
Keep on the same page, however, and we’ll see. We’ll see.
I read this again yesterday.
It is Clay Shirky’s seminal essay on the Collapse of Complex Business Models. Written in 2010, it is a piece that I have long carried close. For me, the collapse of a complex business model could be anything from a Wall St trading desk to an Air France Airbus. And, of course, the advertising industry enslaved as it is to the bots and the algorithms.
The context of the original essay was, however, the TV industry and how their existing business model might survive the assault of online video.
Not well, was Shirky’s conclusion.
Indeed, in the four years since the piece was written, I strongly suspect that the forces gathering at the door of global TV execs will have only fortified Shirky’s argument; that a collapse to simplicity was nigh.
As if to prove that very point, this was interesting on BusinessInsider.
It heralds the arrival of Hola, a mobile app that ‘Lets You Watch Whatever TV Program You Want, Including The Olympics, Anywhere In The World…’
Anywhere in the world… it is a silo smasher; a ubiquitous solution to my need as a mobile video viewer – to view content when I want, how I want, wherever I want. My viewing habits are not being imposed on me by a broadcaster from the top down…
Once again, their world is being turned upside down.
But if we return to Shirky’s original piece and view the UK TV landscape through the lens of his thinking – in particular with the knowledge that a ‘revolution’ in Local TV is almost upon us – then, for me, people are still missing the point. Or rather, they are merely underlining Shirky’s point.
The question taxing the TV execs was a simple one. ‘When, they asked, would online video generate enough money to cover their current costs?’
And part of the answer is very simple. It depends on how complex-stroke-costly you make that piece of video…
‘Some video still has to be complex to be valuable,’ writes Shirky. ‘But the logic of the old media ecoystem, where video had to be complex simply to be video, is broken. Expensive bits of video made in complex ways now compete with cheap bits made in simple ways.’
Via my moby; slapped onto YouTube. Job done.
‘A world where that is the kind of thing that just happens from time to time is a world where complexity is neither an absolute requirement nor an automatic advantage.’
The picture to the top of this piece is of a TV studio, of 1950s vintage; the picture to the right is of Estuary TV; the first of the 19 ‘Local TV’ stations to launch out of Jeremy Hunt’s vision for the future of local news provision in the UK.
The emergent Local TV landscape also includes a new, Network Operations Centre (NOC) managed by Comux in Birmingham, through which Estuary TV’s content is routed and then broadcast out off Arqiva’s TV transmission masts. As they have been doing for decades. For the same TV exces that came knocking on Shirky’s door seeking answers.
I suspect his answers weren’t wholly re-assuring.
Because if Shirky were here in the UK and casting his academic’s eye over the future of Local TV in the UK – and, in particular, how their business models will respond to the challenge of mobile and video – he might be tempted to point out that you have simply re-wired the complexities of the past into that ‘revolutionary’ vision of the future.
Yes, the staffing levels might be less but you have still built another TV studio answerable to another TV centre off the same TV transmitter masts. The same ones that Hola and Co are driving a horse and cart through in terms of a global-wide distribution network.
‘It’s tempting, at least for the people benefitting from the old complexity, to imagine that if things used to be complex, and they’re going to be complex, then everything can just stay complex in the meantime. That’s not how it works, however…’
If I’m a TV broadcast wonk in the heart of DCMS/OfCom or, indeed, an executive in Arqiva with the services of my TV transmitter mast to flog, then boy, oh boy, do I want the ‘old complexity’ to continue.
And nor do I want anyone suggesting we look at a new simplicity.
There is a locked-down mentality in place; people don’t stray ‘off the television grid’; more than my job is worth to look beyond the constrictive, commercial box that is my broadcast ‘patch’. The town of Mold, for example.
Even a tiny shift to accommodate a new world order comes to be resisted. ‘Even when moderate adjustments could be made, they tend to be resisted, because any simplification discomfits elites…’
I suspect the three words to hang onto here are ‘in the meantime…’; that while we all seek simpler answers to such complex questions as a ubiquitous and sustainable platform for the provision of local news and services in the UK, we will have to trust leaner versions of those complex business models of the past to deliver.
To which you can add the local newspaper groups, who likewise remain locked in a fight to find fresh simplicities.
And I know all-too well, there are-all too many decent and smart people out there in Local TV land busting their proverbials to make their complex, broadcast world work. I wish them all well.
My fear would be the speed of disruption; the tidal wave of mobile re-invention that the likes of a Hola are riding in on.
That’s the real challenge. How long will your audience be there? How long will they wait on the end of a TV transmitter mast if all you’re doing is returning to the complexities of the past?
As is the wont on these occasions, I always feel slightly beholden to ‘take away’ something from the various conference spaces you end up in.
Way back when it was even one of your own… #1000flowers (Nov, 2010).
Since then there’s been, in no particular order, StreetFightMag (Oct, 2011), SxSWi (March, 2012) and Collab2012 in Berkeley, Ca (April, 2012).
All the time – hopefully – looking and learning. Seeking out the wisdom of the crowds and, maybe, finding smarter people thinking local than – thus far – ol London town has managed to produce.
This week and it was to Salford that a few eyes turned as the BBC College of Journalism hosted its ‘Connecting Communities’ Conference.
In my mind at least, I had already ‘penned’ a few thoughts; that whilst transparency is going to be one of the cornerstones of all we do, so too must be visibility.
It was a theme that Dave Harte took up in the sense of his recent work sifting through the data that the UK’s hyper-local ’scene’ is starting to deliver – above all, just where are they? A simple enough question to which he turned to his own map; in the best traditions of OpenlyLocal.
The issue of ‘visibility’ has two, significant strands to it – one being the benefit editorially if your work and your content is visible to both your intended audience and potential content partners and publishers; the other being the commercial benefits that can accrue – hopefully – from being seen by potential advertising partners. Ahhh, that’s interesting… you’re in that postcode…
That we can now do.
The College of Journalism itself swiftly produced its own ‘take away’; as one of its own gathered his thoughts on the day’s discussions – in particular, focussing on the thoughts of the man from Google.
I have to admit I was elsewhere when Ade did his turn; I can’t remember who I was talking to, but I do tend to turn my attention elsewhere when anyone from the ‘Big G’ starts to talk local.
Me and our Eric agree whole-heartedly on the fact that local will be one of the three cornerstones of web living in the future; thereafter, our paths tend to diverge dramatically.
So I didn’t listen to Ade’s presentation; but this being the BBC, I’ll just take it as read that Charles Miller’s ‘take away’ caught the full thrust of Ade’s thinking – or rather that of his paymasters.
That, in short, ‘Future media challenges are about finding compasses not maps…’
That in the ever-shifting sands that make up this new, web landscape of ours, we are still in full search mode… We have still found no certainties; no firm piece of bedrock upon which to build.
‘What is the difference between a map and a compass? he asked. His answer: people have too much faith in maps, which are, in the end, just someone else’s view of the world. Whereas a compass only gives you a rough direction and we don’t expect more of it than that.
‘The point? It’s the same with finding a successful model for local media in the future: getting the direction right is better than trying to find the perfect strategy with the false certainty of a map…’
For someone who has spent the last six years of his life wandering through this evolving digital landscape only to end up with a map, I would beg to differ.
I don’t see ‘false certainty’ in clicking on a specific pin in a specific post or zipcode to be then be presented with a specific advertising proposition for that space in front of that local community.
Click a pin for our old friends in Jesmond and I know what their asking of me as a potential advertiser… It’s here.
And I reach that destination via a map, not an algorithm. Or a compass; something that – likewise – points me in only roughly the right direction.
To my mind, there’s no ‘false certainty’ within the confines and constructs behind that map. It is simple. And certain.
The people who are still ’searching’ for the route into local are those that need the ‘compass’ of a keyword to guide them… and that would be you ‘top down’ AdLand; left to rely on the locals for the appropriate ‘keywords’ that unlock the message relevant to that particular postcode, zipcode, council ward or electoral district.
A search engine giant wants to keep us all searching. In the meantime, the ‘false certainty’ that comes with an algorithm will continue to work its magic and deliver up big bra ads as I read my footie stories…
“The hard part is coming up with the right metrics to see if you’re getting there…” Ade concluded.
In that, we wouldn’t disagree. Boy is it hard to turn a world upside down; to find the certainties that come with a map, having searched and – possibly – now found one or two answers.
As for the right metrics to see if you’re getting there, that’s not easy either. But late Friday night, Applegate Wood Floors found a map of the Pennsylvania Turnpike and became the first person to take out a $100 ad via Addiply on BucksHappening, thus far our lone US publisher trialling the new v3.
One tiny, tiny metric that – in the grander scheme of things may still come to mean absolutely diddly squat – but it came through the certainty that comes with a map; Applegate Wood Floors didn’t need a compass to guide them to that local advertising opportunity.
If I had a pound – or, indeed, a dollar – for every time I’ve written ‘Now, that’s interesting…’ on this blog over the last four years, I’d be on that beach and long gone.
But this is interesting.
Because it touches on conversations and thoughts that have been a-foot here for the last three or four months; it also *might* start to address one of the biggest challenges facing local media here, in Europe or in the US.
Where do we find the next generation of digital ad reps? Who in our local community can we trust enough to part with our local ad dollars in the hope of winning the hearts, minds and eyeballs of our local customers?
It is a subject that we have touched on before given that Addiply in its v3 version now comes with an affiliate sales programme in-built – the chance to open up a secondary market in localised ad sales via an automated commission model.
The door to which sits here: ‘Start Selling Now’…
The premise being very simple; from their 90% revenue return, publishers set aside a percentage of that figure to act as a commission incentive for third party sellers – be they the stay-at-home Mom, the local marketing agency, the college kids on a digital sales course or a fully-fledged national ad agency.
Publishers can now ‘out-source’ the sales function to people who know what they’re doing – whilst always retaining the right of veto on any advert thus delivered.
We lift the burden of ad sales off community publishers and re-arm and re-equip new armies of local ad sales folk to go out and build their own, new businesses servicing that secondary market.
Which then brings us to this: TechStars Patriot Boot Camp.
Its intentions are bang on the money: ‘This initiative can put these service members back into battle – a new battle – one that can harvest their incredible drive, hard work and determination much more than a normal job or unemployment can…’
Go back to the challenge facing us all – be it GroupOn, Digital First, TrinityMirror, JP, AdSense, LivingSocial, Addiply or any of the raft of ‘deals’ people now swamping local merchants on both sides of the Atlantic.
The key to unlocking the merchant’s marketing purse is to have the most trustworthy and respected ad/offers rep in town.
Nothing has changed in that regard; just because their ad spend is switching from one medium and timeframe to another, the act of sales is still P2P – person-to-person.
That was the big ‘take away’ from my trip to StreetFightMag’s gig in New York last autumn; that …Face to Face Sales Is The Key To Unlock That $150 Billion Door’.
That people have to be authentic; they have to be respected; they have to be trusted… Particularly in the Wild West that remains online, local marketing. Just who can I trust with my ad spend?
Having watched our Kevin pound the streets of Norwich raising c£102,000-worth of locally-sourced digital display advertising over the last five seasons for MFW/Norwich you begin to twig what makes for a great ad rep; what skill sets and personality traits are required to prise that ad money out of your butcher, your baker and your local candlestick maker.
And they include presentation skills – looking the part; they include punctuality – turning up on time; suited and booted – ‘in uniform’, in many a sense. And have presence; being confident and assured in your bearing. And be one of them… be authentic.
All of which has pointed me to one, richly deserving group of people who are wholly tailor-made to be a new, model army of local digital ad reps as we seek to collaborate ever more with the instinctive forces of the web and turn this world of ours upside down.
They are the Veterans. Suited, booted, respected and authentic, that’s your recruitment ground as the old ad reps stay all-too wedded to their print ad sales commission and the college kids – for now – lack the same presence of the returning neighbourhood/neighborhood hero.
For HM Gov’t or, indeed, the Federal Gov’t in the US, re-arming these people with a simple, transparent tool set that can then start to address one of the greater challenges of our digital times – namely the survival of local media – then it would appear to be a win, win.
After all, how many local merchants are ever going to say ‘No!’ to the guy just back from Afghanistan? To the lad with two tours to Iraq pinned on his chest?
They’re not. Because he or she is one of them; they’re authentic; they’re local. They’ve done their bit; now it is time for the local merchants to do their’s…
All of what follows is based on one, simple premise. That the executive chairman of Google Inc, Eric Schmidt, knows what he’s talking about.
And if you don’t buy that – if you think-stroke-know that Eric Schmidt is wrong and you know better, walk away now. There’s nothing for you to see here.
And in that category, I would throw everyone from Northcliffe Newspapers, OfCom, DCMS, Guardian Media Group and, of course, BT. And if I was in a mood to be particularly picky, Martha Lane Fox and the whole Race Online crew, too.
Line implies a wire. As in copper. As beloved by BT.
OK, I’m not wholly unversed in what follows; Addiply sat on GuardianLocal; likewise, once upon a time I sat for two hours in Northcliffe House listening to Roland Bryan’s vision for ‘Local People’ and we have, of late, just rolled out of the 2,700-odd AboutMyArea sites, now run by James Rudd. Our collaborative and open approach now delivers an advertising opportunity in every postcode district in the UK.
But let’s start here: with the news that Northcliffe were restructuring their whole ‘LocalPeople’ platform; leaving 75 of their ‘local’ publishers to their own fates and stream-lining their efforts around just 25 operatives; more tellingly still, they were pulling out of their non-footprint areas.
Abandoning their attempts to park a little tank on Archant’s lawn say, here. The more ad-savvy amongst you will note that if I am a local business in Sheringham, Holt, Cromer, etc… I can’t actually advertise on that site. Unless I go via California and back. Or give someone a ring. I presume that Sue Sweeney and Ian Arnold will be two of those ‘Local People’ for whom the future in now rather uncertain.
But in terms of worlds being closed and silo’d or open and networked, I’d have to say LocalPeople was stuck in the former camp. Commercially, that site is closed for business – unless you went via either Google or the centralised ad platforms in London town.
And *exactly* the same proposition presented itself to the local SMEs in Leeds, Edinburgh and Cardiff that wished to place a relevant display ad in front of 50,000 Guardianistas – commercially, it wasn’t an open platform. You had to deal with a centralised, complex, top-down ‘troika’ that involved Eric and Co, Guardian AdNetworks and, say, Operative.One.
Why is the future of local, display advertising so key in these debates?
Ask Eric. Or rather watch him speak to the IAB Leaders Conference last year; let him outline why there’s a $200 billion marketplace awaiting those that can marry mobile to display. Simply.
First, where are the eyeballs going? Where does Google see ‘connection’ happening? Via a PC and a copper wire (Martha/BT)? Or from on high? From a mobile connection?
“We look at the charts internally and it’s happening faster than all of our predictions. So everything we talked about in our opening and what you hear here says: ‘Do mobile!’”
Do mobile. Martha. Do Mobile.
“So when I look at it from an advertising perspective, I see the union of the mobile device and advertising. And I see, in particular, display advertising as the thing that is really going to revolutionise this.
“How big could this market be? When I modelled it – using some of the assumptions that I am talking about – I’ve concluded that the overall advertising display business can be a $200 billion business globally. That gives you a sense of the scale of the market that we’re all walking into.”
Or out of. If you still think your future is within a silo.
But that marketplace can only be unlocked via simplicity. And not having to give someone a ring…
“It’s still too complicated to get a campaign up (4.28). It’s just too hard. When you actually sit down and sit down with customers, they say: ‘Show me how you do this!’”
Three images; three maps; three local networks relevant to the people of Norfolk.
Number one, LocalPeople… before they retreat into their Bristol bunker.
Number two, when Addiply meets AboutMyArea across Norfolk. With added LoddonEye, MFW, etc…
And number three, WiSpire. When the Diocese of Norwich starts to deliver, higher-speed rural broadband across its network of church spires.
“Churches have historically been at the heart of their local communities and in many rural areas, where the church is the only community resource left.
“WiSpire will enable the church to re-establish itself as a community hub and WiFi hotspot available for everyone to use within its vicinity providing information about the church and the local community to tourists and other visitors…”…says the Diocesan website. The Bishop sits on the House of Lords Select Committee on Communications. Next week they will be hearing from Sean Williams, Group Strategy Director for… BT.
The man from the canal industry being quizzed by the Bishop, who is busily building a railway.
One that plans ‘hubs’ at the centre of every local community – offering a potential mobile connection, with both social and commercial opportunities, for the SMEs that gather around that local church spire.
Eric has one other message to us all; one that he elaborated on in a keynote at DreamForce last summer. Again, worth watching. That the next ’something’ in this space will not only be mobile, but will be local. And social.
“What I do know is that the next generation of these leaders will be something involving mobile, local and social which are the terms we use today for the way that people live and work,” he said.
Nor was he looking to a box in the corner with the line attached – copper or otherwise – being a major player in this space.
“If you go back to the history of PC platforms… they were essentially invented in the mid-70s, so you have something that is essentially 35-40 years old. And we have exhausted what can be done with that kind of platform – there’s a new kind of platform and the top programmers are building mobile applications first. Because it has location…”
It has locality.
It’s local. And you abandon that at your peril.
As the more observant Twitter followers will have noted, today I have been helping out Francois Nel and contributing to his commendable #uclanMADE initiative in Preston this weekend.
The aim, I understand, being to arm those present with a greater, practical understanding of the range of digital tools currently doing the rounds for those that wish to go build…
Brilliant. #jfdi to all concerned.
But there was a lovely moment for those who opted to follow that #uclanMADE hashtag today; and it came via a priceless tweet from Chris McCormack as he looked out of the window at the Preston sky-line.
#uclanMADE where is the money in hyperlocal? Divine inspiration needed? Luckily it’s close by ow.ly/i/Hxne wrote the man from Postcode Gazette.
What if Chris is – potentially – spot on? What if the answer might, indeed, come down from on high? From atop that Preston church spire?
I had a chat on Friday at AfricanGathering will Will Perrin; a man well-known in these parts; I’ve always kinda figured that Addiply and TalkAboutLocal are a bit like a mixed doubles pairing in tennis – Will’s at the net smashing home the ’social action’ message; we’re back on the baseline… batting back the commercial side.
But we’ve long inhabited the same court when it comes to the transformative power of digital and local.
Anyway, the subject of the Bishop of Norwich came up; through whose Diocese the www.WiSpire.co.uk project is starting to roll.
This is the Bishop… the Rt Revd Graham James. The Church’s Parliamentary spokesperson on matters of ‘Media & Communications’.
He sits on the House Of Lords Communications Commitee; the same one that was listening to evidence from Rory Stewart MP just last week on the progress of Cumbria’s pilot broadband project – the one that run aground some 48 hours later as Cumbria CC rejected the two, tender proposals by BT and Fujitsu.
The two have been told to go away and come back with a rather better-stroke-more-imaginative idea of how they are going to deliver broadband to the rural county of Cumbria; or at least one more fitting the 21st Century.
Fair play to the county council for standing their ground – or ‘holding them to the fire…’ as Stewart would tell the House of Lords committee last week as his frustrations with the whole procurement framework became evident. This latest development will, of course, knock the project back another four months by which time, Cumbria hopes, both BT and Fujitsu will have upped their game.
Back in his own, rural Diocese, of course, the Bishop is busily building his own railway; pushing on into local just as others opt to bail out.
What fascinates and intrigues in equal measure is the wording deployed to describe the WiSpire roll-out on the Diocesan site.
‘The joint venture called ‘WiSpire’ will use parish churches across the Diocese as the platform to deliver high speed reliable wireless broadband internet access to local communities (especially to areas where current speeds are very poor) supporting both business and residential customers as well as the potential for the delivery of services.
‘Churches have historically been at the heart of their local communities and in many rural areas, where the church is the only community resource left.
‘WiSpire will enable the church to re-establish itself as a community hub and WiFi hotspot available for everyone to use within its vicinity providing information about the church and the local community to tourists and other visitors…’
It offers the potential for the ‘delivery of services’… download your audio tour of the church and its surrounds, for example.
It returns the church – still the owner of some of the highest roof-space in both rural Norfolk and downtown Preston – to its former role as the central ‘hub’ of that community.
A ‘community hub’ that will bring wifi into the heart of that parish; a hub upon which all manner of services might hang; not least a commercial aspect if said wifi hub had a portal door-way attached.
One around which you could wire in all those parish magazine advertisers – now seeking a way to market their wares online, now that such a goodly proportion of them have a web presence to call home.
It is the Starbucks/Yahoo model mentioned of old; only Holy Trinity, Loddon, might get to play the part of the coffee shop.
And then you just repeat; hopping from one church spire to the next as the men from BT encourage us all to dig our own trenches and light up our communities from out of a ditch – and not from on high.
All of which makes for an intriguing proposition as Chris looks out of the window at UCLAN and seeks inspiration; divine intervention, if you will.
I hope he’s right; I really do. It is, after all, what #21VC is all about.
First things first – the thank you.
Clearly to NESTA and all their ‘DestinationLocal’ works, but equally to the people of Loddon who – in pretty short time – rallied to the #21VC cause; helped in no small part by the fact that Ben Olive has bust his proverbials over the last two years to keep LoddonEye at the heart of that community’s affairs.
In many, many ways, today’s funding announcement is his reward. I would read this; and the comments. There’s one very proud Dad to be found there; and rightly so. Ben deserves this as much as anyone.
As, in fairness, do the Diocese of Norwich, whose determination to restore Holy Trinity Church, Loddon, to the ‘hub’ of that community underpins our ability to deliver this project. Willi and the Parochial Church Council rallied to the cause; come the autumn they can not only download audio tours of the church, they can also slash their insurance premiums by having live CCTV cameras on the roof combating the threat of lead theft – to the delight of English Heritage as their Grade I listed buildings find a digital ally.
I’m not about to re-visit the role of the church and its far-sighted Bishop with his twin passions of rural issues and media; nor return to the inspiration that was Starbucks’ US tie-up with Yahoo… supporting free wifi in their coffee shops via channels of ad-supported content wired around that wifi ‘doorway’.
We did that in the summer of 2010.
The point of this piece – now we have funding in hand – is to ponder what it might mean for the wider, UK media landscape. Where right now nothing works, but everything might…
Unless, of course, you’re Lynne Anderson. In whose world, everything’s fine. A world in which King Canute is still king.
For the rest of us of lesser thinkers getting local media to work in a sustainable and networked fashion is one of the greatest challenges of our age; everyone continues to wrestle with it.
Is the future even local? Or is it actually America? And is it simply a case of being open – can we start to understand this space by floating a cheese barge down the Grand Union Canal and offering the world courses on how to be funny?
For me, I think we have to start from the very scratch; find the lowest form of editorial *and* advertising life and work from the bottom up. From, in effect, a blank piece of paper.
Set ourselves a bar. To find £100 a week so that someone that is both authentic to and trusted by their community can report on the matters that really matter to that one local community.
Many of which are likely to be found at the monthly parish council meeting.
How do we address that democracy deficit in a sustainable way?
By re-establashing a part-time village correspondent at the heart of that community’s life. Whose bread and butter is the village pars; the fetes and the funerals, the awards and the charity walks.
They are, in a very real sense, the molecular building blocks of new, journalistic life. There are, roughly, about 3,000 people in the combined villages of Loddon and Chedgrave. Look again at LoddonEye and Ben has 323 FB likes. Its the kind of penetration statistic that the Newspaper Society would delight in. If it involved a tree and a paper boy.
But the other point to #21VC is the opportunity to marry the lowest form of advertising life to his editorial content.
A text ad for Loddon Jub Club’s website is unlikely to vie with Three Pigs in terms of sketching out the future of the UK’s media landscape; nor is it about to be on the red carpet at Cannes mingling with the finest digital marketing minds of WPP, MicrosoftAdvertising and Google.
But then that ad is not about to go to California and back to get on Ben’s site. It doesn’t need a fancy algorithm to get there.
And at say a tenner a month… to the audience that really makes a difference to them… that’s some 10% of Ben’s weekly ‘wage’ covered.
That’s eight hours labour a week, parish council meeting included; that’s all – for now – we have any right to expect or ask.
The parish magazine for Loddon has 82 adverts for local SMEs within its pages when I last looked. Of those 50-odd came with a website attached. Even the butcher has a FaceBook page.
Ben edits the parish magazine.
Loddon also has three other businesses. A small, village super-market, a bank and a chemist.
Otherwise known as Co-Op (Local), Boots The Local Pharmacy and, er, Barclays Bank plc, which is known by a lot of different names.
But they can now get that if they drop national brand into such a local space, then they can drop that brand into at least 2,800 other local spaces… All we do is put LoddonEye on the map.
That and find their national and/or regional marketing agency and give them the sell about the value to be had in backing such local, community initiatives.
How much will we charge Barclays Bank plc for a banner ad on #21VC Loddon branch…
A small fortune. Because, you know what? They can start to pay to keep both democracy and decent community values alive in the rural village of Loddon.
For those that haven’t read it, may I commend the GQ piece on The Guardian to the house.
It is a worthy read and presents the same, anxious undercurrents that Peter Wilby’s recent piece in the New Statesman did; the doubters, in short, are afoot.
People, like me, whose natural habitat is such an institution and yet who fear for its future; who wonder out loud whether the path The Guardian are on really is the one to digital redemption; whether that away lies real danger.
In particular whether the decision to send Mr and Mrs Busfield across the Pond to go do America (again) was money and resource well spent. The rationale is, it appears, that once The Guardian (US) hits a critical mass of visitors and views, that’s when the big brands will sit up, take notice and flood their ads through the system.
It’s a top down numbers game, in short. ‘Juan Señor, a partner at Innovation Media Consulting, is critical. “It’s the same old strategy of going for volume when they should be going for value. They’re obsessed with volume…
Volume. And in top down they trust…
But there was one passage in the piece that needs even greater dissecting; because as loathe as any of us are to cast aspersions on the Solomon that sits astride his Kings Place temple, for Alan Rusbridger to define The Guardian’s journey of late – from Local (09-10), to America (10-11) to Open (11-12) – as that of a classic start-up is, frankly, bollo*ks.
Here we go… This:
‘Can the Guardian afford to keep pushing in new directions like this? “It’s a cliché of modern start-ups,” says Rusbridger. “You launch early, you launch often, if the product’s not quite right, you change it.” This is an odd turn of phrase to use about a paper that is a decade away from celebrating its bicentennial, but Rusbridger has decided that if it is to survive, it must act like a start-up. It must stretch its ageing legs to keep up with the upstart kids…
Let’s drop a brief bit of background in here.
In January, 2010, at a high point in The Guardian’s interest in ‘local’, I was invited to speak on a panel on ‘the future of local news in the UK’.
At The Guardian’s own Oxford Media Convention.
On that panel was Stuart Purvis (then OfCom), Helen Boaden (BBC), Sly Bailey (then Trinity Mirror), Rusbridger and… Me.
Somewhere in amongst that time, we managed to drop Addiply – in text ad only version – onto the three pilot sites that were GuardianLocal. In Leeds, Edinburgh and Cardiff.
In no particular order, but three of the more prominent architects of that local push were Emily Bell (now Columbia), Simon Waldman (now LoveFilm) and Mike Bracken (now OpenGov). Or put another way, none of whom are now – two years later – to be found in the ballroom of the SS Guardian.
Me? Two years on and whilst we have come through a seed fund round with NorthStarVentures last May, we are still very much in start-up mode; still sat here trying to make hyperlocal gold out of all the green that thus far this space has delivered.
It was interesting to note this week that even The New York Times couldn’t get hyper-local – as in The Local – to work; albeit after three years of trying. But they didn’t cut and run after one.
For me, maybe, part of the answer will come from on high; that by teaming up with the Bishop of Norwich and his WiSpire broadband initiative here in Norfolk, we can build a parish portal that is sustained by the hyperlocal advertising goodness that lies within that community’s parish magazine.
It is what #21 VC and our NESTA gig is all about.
The point being that we’ve not moved from the same space we’ve been in for the last 5-6 years.
We’ve just learned – all too often, the hard way – what does and doesn’t work in this space. And we’ve tweaked and adjusted both our thinking and our platform accordingly.
We haven’t, however, decided that our future is now in a Soho loft; nor does it involve a cheese barge and the Grand Union Canal.
We’ve stayed in local. Cos like Eric Schmidt – and the Bells, the Waldmans and the Brackens of this world – we still firmly believe that our futures will be defined, in no small part, by our interaction with our locality.
So, to borrow from my now evening job and the world of football, we belong to the ’stickability’ school of thought; you stick at something you fundamentally believe in – as opposed to ‘pivoting’ across the Pond at the first hint of, what?
Boredom? Commercial indifference as they wedded themselves to the volume game and couldn’t/wouldn’t grasp the values – both financial and social in the sense of authenticity – that come from being both networked and local?
Whatever. You bugged out; changed tack; sought other climes. So much spilt milk.
But the other point here is that having actually visited Guardian Leeds’ office, it was no such thing. It was one reporter and his lap-top hot desking in a shared communal office.
It was the classic habitat of the lean start-up.
Which you then promptly swapped for a 30-person loft in Soho, Manhattan – a boho piece of European white-washed, glass corner office cool that was the total opposite of the model being pursued for local.
But – and herein lies the alarming but – it wasn’t as if you’d ever had the big, second or third funding round to go crack America in the manner of a Spotify; you were drawing from the same Scott family well that you always have been.
Only for rather more than it took to keep our John in a lap-top and shared office space in Leeds.
The message that ‘launching early, launching often and if the product doesn’t work, you change it..’ has relevance to our start-up story. We recognised that our product didn’t work in the sense that journalists, by and large, didn’t or couldn’t sell… So we changed it.
Now others can sell that ad space for you.
And relaunches – such as they are – aren’t taking us out of that local space; if anything they are entrenching us ever further in it; we’re digging ever further down in the search for the Higgs boson building block of sustainable local media life. In a parish magazine.
Pivoting your product into new market-places every 12 months is, indeed, classic start-up behaviour – but only of those start-ups that, basically, don’t know what they’re doing. Or who or what they are trying to be.
And that’s not a good place to find yourself.
It is with a weary heart that we re-visit this. Not with any great enthusiasm and certainly no malice. Whatever Ms Gibson may think.
The Manchester Guardian had a central place in my childhood; it is still my natural bedfellow, politically.
But this week’s announcement that operating losses at The Guardian and Observer newspapers had slumped to £44.2 million last year before ‘exceptional items and amortisation’ compared to the £31.1m loss the year before begs some questions.
Ever more urgent questions as up to 100 editorial staff out of an editorial workforce of 650 will be invited to apply for a re-opened voluntary redundancy programme. Executives insist that this is the ‘high water mark’ for losses.
‘Executives said 2011/12 is intended to represent a high water mark for losses at the beginning of a five-year transformation plan that aims to bring the newspapers’ losses down to a sustainable level…
Scroll down to beneath the story and the ‘Related Information’ panel and the history of the paper’s travails in this space is revealed:
11 Jun 2009: Guardian News & Media to cut 80 commercial roles, with 32 redundancies
15 Jun 2009: Guardian Media Group set to report operating loss
31 Jul 2009: Guardian Media Group posts pre-tax loss of nearly £90m
10 Jun 2010: Guardian Media Group’s pre-tax losses rise to £171m.
It is quite a stark time-line – however much anyone frames it in the context of this being The Scott Trust; of this not being about the money. At some point soon, it will have to be.
For those who held those 80 commercial roles and now up to a further 100 on the editorial floor, it is very much going to be about the money. As in where it is coming from once their regular employ disappears.
The two men at the helm admit that both papers will be “smaller” – a welcome departure from the usual phraseology of ‘leaner’.
But smaller where, exactly?
For this is one of the questions that begs an answer. For given that Ms Gibson could be found calling for ever greater resource to be thrown at GuardianAmerica at the paper’s Open Weekend, is the Soho loft operation to be spared?
She wants more bodies, not less. America is a big place after all. Far bigger than Leeds.
But it goes straight to the heart of The Guardian’s troubles – who and what is it for? For people like me; children of a Manchester Guardian generation? Or for them across the Pond; where the volumes are.
And, of course, where Google rules.
What fascinates about the ‘Related Information’ panel is that loss of 80 commercial roles; 80 people; people who put a human face to The Guardian’s commercial operations.
Now, ads are delivered via a machine – or certainly the online variety, upon which The Guardian’s drive to stem its losses to a sustainable level must, in large part, rest. Either that or become the poor news relation to a popular dating site.
Its that relationship with the Big G that continues to intrigue. Just who is getting what, exactly, out of that relationship?
Guardian videos are, of course, now part of the Google ‘TV’ offering; part of the digital development spend was hoovered up launching an app with said intention…
‘If you don’t have Google TV, be warned: we’ll be making our way to an internet-connected television set near you soon…
Given this presumes a level of ubiquitous and reliable broadband service across the UK – or else, in the meantime, the kids aren’t upstairs on FaceBook whilst Dad is trying to watch someone put up the Fairy Queen set at Glyndbourne I’m not wholly convinced that either Guardian ‘TV’ or Google ‘TV’ is about to prove such a smash hit.
And nor am I alone in that.
<Equally, I presume there are now likely to be up to one in seven less editorial folk able to feed the Google TV beast; can we feed video into Google TV and crack America?
There is another point to enslaving ourselves to Mountain View. And I know, I bang on… and on… and on about it.
And nor am I about to offer an alternative; we’re off to seek the Higgs boson of advertising life in the parish magazine of Loddon.
But reading that piece on The Guardian/Observer losses, I’m presented with three ads.
I’m 46; live with my 81-year-old Mum for as long as she still fights the good fight; and am ceo of an ad platform built on the back of not being able to get AdSense to work.
You tell me which of those ads are tailor-made to engage me?
Because your future depends on it.
This, I promise, is going to be short and sweet; much of our DestinationLocal thinking can now be found over here… on www.21vc.co.uk
But that, above, is the first ‘throw’ at building a portal play in which we might first house and then nurture a ’21st Century Village Correspondent’. Or rather my first throw; done off a PowerPoint deck. It has not anyone who knows what they are doing design-wise touch it.
All I really wanted to achieve was a sense of the functionality that we can bring to bear into that space; and maybe a brief to make the ‘channels of content’ Filofax in style.
But for me, personally, it is an interesting moment; one of those ‘Put up, or shut up!’ opportunities.
I’ve long muttered about the whole ‘Starbucks Model’; whether we couldn’t replicate what one coffee shop does for one, rural community.
This was written in the summer of 2010; two, long years ago now.
It needed a huge amount of planetry alignment for Jupiter to meet Mars to meet Uranus over one, small village in Norfolk, but between the four of us – me, NESTA, the Bishop and Ben – we can now see what may or may not work if we follow Eric Schmidt’s dictum to build stuff that is ‘mobile, social and local’.
It is still, clearly, very much a work in progress.
But the basic elements are there, I hope. The ability to manage both top down national ads and bottom up local ads… the ability to run a pure, no-nonsense classifieds play out of the Addiply API… and now to over-lay a local text ad across a local piece of video.
That’s interesting – are we, by default, building Parish ‘TV’; but deploying the church tower as our TV mast?
And, of course, here comes the Diocese of Norwich, getting on with building a rural broadband network as BT, BDUK and Norfolk County Council – in common with nigh-on every other rural county in the UK – twiddle their thumbs and wait for state aid rulings, demand surveys, etc, etc.
And all the time leaving my son’s ability to engage with this digital world of ours hanging by the slenderest of copper threads.
‘Learn’ will be where the schools can come out to play; show us what you’ve done in Media Studies this week; drop your moby interview with the Vicar into that space – per-lease, don’t stick a newspaper page lay-out onto the classroom wall…
And so, hopefully, it will go on; trying to find that hyper-local and rural connection gold in, thus far, an unrelenting sea of 20th Century green.
Be fun, I hope.
For obvious reasons, I traditionally shy away from revealing any timetables to our development work.
Principally, because its never me doing it. And I know, therefore, diddly squat as to how long X, Y or Z might actually take. I’m just the monkey in that and many other regards, not the organ grinder.
So I think the safest thing for me to do is to suggest that what follows is scheduled for ‘this autumn…’That can then cover a multitude of development sins. And me making a specific commitment that we can’t deliver on.
But on the back of a meeting in the City yesterday with a translation team and various bits and bobs of development work successfully concluded over the last couple of weeks – particularly now that we have a bright, new, shiny API to work off and rip linguistic strings from – there is a real prospect of Addiply being available in Welsh this autumn.
We’re not far away, in short.
Addiply’s history with the good people of Wales goes back a few years; not least to the whole IFNC process – the Independently Financed News Consortium that were the Labour ‘model’ for Local TV before a change in Government heralded a change in policy and the launch of Jeremy Hunt’s own vision for ‘Local TV’.
One of the three winners of that process was WalesLive; and buried deep within that winning bid was a hyper-local ad platform called… Addiply.
Because we could build a network – one that spanned a nation. And, equally, because we don’t have a huge, great algorithm churning away at the back of our platform, we can – *relatively* simply – re-face Addiply into any language of our choosing.
And Welsh always made sense; particularly given that emergent nation’s commitment to furthering its own language.
As it happens, wiring Addiply into the AboutMyArea content platform earlier this summer has already demo’d how we can deliver a localised advertising opportunity, if not yet an audience, into the four corners of that kingdom… Along with every postcode district in the UK.
Particularly once you start to geo-locate and map said opportunities.
How this… translates to this…
And, therefore, would allow both Co-Op Local and the Welsh Assembly to place ‘messages’ into any postcode district of their choosing; in Welsh, to boot.
We were, of course, on Guardian Cardiff and, hopefully, continue to enjoy a rich and enjoyable relationship with Cardiff’s J-School, now of course, the home to a major, hyper-local research project via the ‘Connected Communities Programme’.
Maybe, just maybe, Addiply can help connect said communities. That if nothing works, then this just might… etc etc
And it will need said communtities to collaborate together to help make it work; alone, we are not the magic bullet. For example, can we teach a new generation of Welsh college kids how to sell – and not just how to write stories?
But what is clear is that there is a crisis afoot in terms of the sustainable provision of local news in Wales; even from a distance, you can sense the hand-wringing and the consternation as to whatever next…
It has already prompted one, major report delivered to The Welsh Assembly earlier this year.
Page 66 makes for an interesting read re ‘Co-operation and a Single Media Hub for Wales’… perhaps if you have an organising principle delivered, in part, by a simple and unified ad platform that now is yours to play with, we can start to rebuild the Welsh media landscape in a truly networked manner that wholly befits this new, digital age…
That would be my hope, anyway.
And for me, that’s what Addiply is always about; it is a simple and transparent tool for people to go build upon.
The fervent hope is that we will – in time – take that on to another level and make our API public; for people to build again on top of our existing work; programmable interfaces that allows all of us to ‘experiment, experiment, experiment…’ in the words of Mr Shirky.
If there was one paragraph therein that summed up the state of the Welsh Media Nation it is probably this:
‘For the next few decades, journalism will be made up of overlapping special cases. Many of these models will rely on amateurs as researchers and writers.
‘Many of these models will rely on sponsorship or grants or endowments instead of revenues. Many of these models will rely on excitable 14 year olds distributing the results.
‘Many of these models will fail. No one experiment is going to replace what we are now losing with the demise of news on paper, but over time, the collection of new experiments that do work might give us the journalism we need…’
Hopefully, a Welsh-language Addiply can be a part of that process; can be a small part of the kind of experiments that NESTA’s DestinationLocal programme is designed to foster; can be part of the new experiments that might give the people of Wales the kind of journalism they need… and, indeed, deserve.
A swift story – before we crack on.
As people may recall, Addiply was part of the winning bid for WalesLive, the IFNC platform that never was for the good folk of Wales. It is why we have always hankered for a return; one that, hopefully, moves ever closer as we start to play with the language strings within our new-look API.
Up in the North-East, David Peto and his team at Aframe were, likewise, part of the winning bid for the North-East. The one that included TrinityMirror, Ten Alps and the Press Association.
Aframe do very clever things with video in the cloud. And by simply being part of that whole IFNC process, clearly *get* where the future of local TV in this country may be going. If its not off a big, tall mast sat atop a hill above Mold.
So there we were, hyper-local networked-focussed ad platform set to roll through Wales – and a smart piece of video thinking ready to help underpin the future of local ‘TV’ in the North-East.
Two years later and the pair of us have finally got to meet. And together – in the spirit of collaboration that we all seek in these experimental days – we now sit on http://loddoneye.com, the home of our #21VC NESTA-funded project.
The usual range of caveats apply; it is just one, tiny, tiny toe in the water; both deal and kit set up for the specific purpose of seeing how we might start to monetise hyper-local news video going forward.
We have work to do to make such a service available to all Addiply’s publishing clients; it is – for now – a one-off pilot with Aframe as we play to Google to their YouTube. So, we shall see…
And a quick round of thanks; to David and his dev team at Aframe; to James and our Ian on the Addiply side; to Phil John on whose JournalLocal platform LoddonEye currently sits; to Ben, NESTA and Simon at the White Horse for being game for a first ad.
And, sure, the video is old; it’s a demo. The point, for me, being that we can now offer the White Horse, Chedgrave, the chance to advertise their wares to that ‘audience’ – many of whom might have started said parade from the pub’s own car park.
To get their ‘brand’ in front of that hyper-local audience, that text ad has not had to go via California and back to find its natural home in front of 3,000-strong community on the banks of the River Chet.
And if anyone else wants to take that opportunity, then Ben (Olive) – the publisher of LoddonEye – has the kit to do it:
Simple, transparent and straight-forward. I just want to over-lay my local text ad over a local piece of cloud-hosted video…
Aframe is not the only video show in town, but the ‘fit’ works well. Drop them a line if video is the next thing on your shopping list…
What’s interesting next #21VC-wise is the ability for Ben to potentially now manage a ’show reel’ of video content off his portal platform; have say five or six 90-second video clips of an interview with the parish council chairman, the local bobby, the retiring undertaker – whatever.
But in the midst of that ’show-reel’ why not find a national advertiser seeking space for a locally-focussed, 30-second promo ad? Co-Op Local advertising their commitment to Norfolk growers? Or Taylor-Wimpey Homes showcasing their new housing development on the old Express Plastics factory site?
What might that ad opportunity be worth? Perfectly focussed, perfectly relevant and perfectly-placed for an audience that is ever more likely to see video as part of their daily lives; particularly when delivered onto mobile.
Is the answer to ‘Local TV’ in this country really going to come off a TV mast? A mast that can do Norwich, but can’t do Ipswich. Can do Birkenhead – if everyone’s aerial is pointing in the right direction.
Addiply, hopefully, starts to empower people like Ben to monetise his media wares, just as it empowers people like Simon, the landlord of the White Horse, to ‘find’ his own local audience on platforms that are ever more relevant to how people will live their lives in the 21st Century.
And it won’t be around the Beccles & Bungay Journal; nor ITV Anglia; nor BBC Look East.
And Aframe is the same; its an empowerment device for Ben and his ilk to manage their video space in a smart, simple and efficient manner. It even enables Ben to ‘export’ his video offerings at the touch of a button… and syndicate upwards his ‘exclusive’ footage of that nasty, fatal RTA on the A146 last Tuesday afternoon…
That, for now, my well be in the future.
But as the 20-odd contenders for Jeremy’s Local TV crown jostle for his attention this autumn and start to pin their commercial hopes to being 240ft up the nearest TV mast, so we’ll go with Addiply, Aframe, a part-time, 21st Century village correspondent and the church tower.
Every once in a while you stumble across – or are handed – a piece of thinking that you feel obliged to commend to this house.
It can be something so spot on that you need blather on no longer – see, say, D Limerick and B Cunnington and their thesis on ‘Collaborative Individualism and The End of the Corporate Citizen’.
Or, equally it can be something so up its own, London meeja a*se that it deserves to be thrown to to the wolves of local. Cue The Journalism Foundation and ‘How To Build A Local Site’. A work of lingering genius.
This, from Brunswick Plc, is one from the former camp.
The intro is decent… ‘It is said that there are only seven plots in drama. We think there are 11 big conversations about the challenges facing the world today – and that corporates need to join these conversations…’
And it is the 4th ‘conversation’ that is the must-read… the one on Communities. It is, say Brunswick, ‘where the heat is…’ – a message they then take into the boardrooms of some serious Plcs.
Which is my point; its not so much the subject of that fourth conversation that causes any great stir around here; rather it’s with whom those conversations are being had… Right now.
How many FTSE 250 CEOs are taking Brunswick’s ‘conversations’ to heart and re-positioning their strategic thinking accordingly? If ‘the heat’ is here; in communities; if the recognition that ‘online networks are dramatically reframing the idea of community, empowering people to join together wherever they live in the world on the basis of a shared interest…’
A shared interest, say, in the affairs of Loddon Parish Council? A community that would gather here…
In short, global is thinking local. As is Eric.
The corridors of corporate power that the likes of Brunswick work are, likewise, starting to wake up to the fact that ‘local communities have become a force to be reckoned with…
Cue the CEO of mining giant Anglo American.
‘Communities are better informed,’ says Cynthia Carroll. ‘They know how to make their views heard…’
Through a local community blog, for example.
‘Companies that think they can afford not to engage [with local communities] are deluding themselves.’
The challenge for the global ad networks and ‘top down’ ad agencies, of course, is how they ever get to do local… What if both their kit and their thinking isn’t fit for a Brunswick conversation? Doesn’t work for said local communities… What if they can’t turn their world upside down and re-tool themselves for a future that is one where global brand seeks to sustain local connection and acceptance?
All of which is a very long way of me announcing the fact that Addiply was fortunate enough this summer to be one of the winners of the Technology Strategy Board’s Convergence In A Digital Landscape funding call – launched in parallel to NESTA’s DestinationLocal programme.
Our proposition was very simple – to make Addiply’s API public. To let third parties go build; to further enhance and enpower those ‘conversations’ that we have already been having in local for the last five years.
To work, for example, with GitHub’s community of programmers and let them loose on our existing work; to correct it, if needs be. Hopefully, we’ve never been too precious about what we’ve built. We will forever be a work in progress; a simple tool with which others can go build.
A public API was the principal thrust of the funding call, but within that we will also seek to deliver linguistic enhancements – starting with a Welsh language version of the platform.
‘Empowering people to join together … with a ’shared interest…’ in the Welsh language.
We will, ideally, empower third parties to build programmable interfaces atop our data stack; to enable global brands to more easily reach local – in a manner that is more accountable, more transparent and more empowering for local communities as they seek their own solutions to the problems of their times… in, of course, the finest traditions of the last, great English Revolution.
When a world did, indeed, threaten to turn upside down.
Plus we will look to mobile; we will look to grids of classifieds; we will look to a network-wide notification system – to make the platform ever more social.
But above all else, we will stay open, stay collaborative and stay true to our local roots.
For as Brunswick keep telling people, that’s where the heat is…
Cindy Gallop strikes me as quite an interesting lady.
MakeLoveNotPorn is one string to her bow; advertising another. This is, clearly, one of the grande dames of the New York advertising scene; a transplanted Brit who became the US’ ‘Advertising Woman of the Year’ by 2004 courtesy of her success at BBH (New York).
Little wonder, flicking through the cv, that The Guardian would be interested in her views for their forthcoming Changing Advertising Summit 2012.
I imagine she must have bumped into my old mate Dents at some stage. Them both being in New York.
She ‘likes to blow things up’; she’s ‘the Michael Bay of business’. Seeking to be a transformer of an industry… Or a mind-set.
Last week she sketched out a few of her thoughts before said Summit. It made for a fascinating read – particularly for those of us who believe the world is, indeed, turning upside down and that the traditional, ‘top-down’ advertising networks aren’t fit for purpose.
Certainly not in local – a space that Eric Schmidt, for one, thinks that the world is head.
Me and mighty AdLand have had our run-ins before – I was banging on about it at CUNY in 2007. Of course, I have also had the odd run-in with The Guardian’s own web advertising strategy.
But, anyway, back to the inimitable Ms Gallop. With an ‘O’.
Her view - about to be delivered to The Guardian’s Changing Advertising Summit?
‘Too many people, including the ad industry, believe the future is something that happens and just rolls them over in it’s wake.
‘What’s around us currently is the death of the old top-down model of making things happen through hierarchies, organisations and institutions, and the growth of the bottom-up model – collaborative people power and collective action.’
Which is a good line. Rings a bell.
This one is good, too.
‘Client companies and advertising agencies are old world order places. The systems and processes and structures come from a time when you shot the TV commercial, then you did the print ads, then you did everything else – including the website. Everything has changed but the systems haven’t…’
It chimes with much of what another of New York’s finest has to say re complex business models – how, for example, a ‘top-down’ ad network ever allows a Leeds car dealership to place an ad themselves on a popular Leeds website is all-too complex.
The ‘old world order’ that Ms Gallop once bestrode is now caught with the wrong systems, in the wrong places, for the wrong market-place. And if they can’t see that they’re wrong, then collapse looms. Complexity is no longer the name of the game.
‘It’s tempting, at least for the people benefitting from the old complexity, to imagine that if things used to be complex, and they’re going to be complex, then everything can just stay complex in the meantime. That’s not how it works, however…’ writes Mr Shirky.
But two more points leap out of Ms Gallop’s thinking. One is the ‘collaborative’ aspect of this new world order.
Which is why, at the heart of Addiply, lies a collaborative sales tool; one that empowers publishers to out-source their ad sales to third party sales houses – and all on an automated commission basis.
It also lies at the heart of our thinking with regard to making our API Public; as an open network, we want to collaborate with as many smart folk as we can find. It’s why we would have collaborated more with Leeds Trinity; taught the kids to sell into popular, local web platforms; to then enable the local reporters to hold local authorities to account – freed from the necessity of pursuing local ad sales at the same time.
A kind of ‘collaborative people power and collective action’ type approach.
The other line that, for me, stands out is actually walk the walk, don’t just talk the talk.
‘When I give talks like the one I’m going to give at the Changing Advertising Summit, one of the points I often make to the audience is that I’m not one of those speakers who stands in front of the audience and pontificates – everything I talk about I’m actually doing myself. I’m living it…
This week, with a fair wind, Addiply will hold true to its promise to the people of Wales and will launch in Welsh.
We will seek to collaborate across that nation as they seek an answer to the local media challenges of their time; as they look for a new world order that is free from the ’systems and processes and structures…’ of an old world order now in full retreat.
The one that could only deliver richer media advertising from the ‘top down’ into Guardian (Cardiff) and couldn’t-stroke-wouldn’t see that ‘everything has changed…’; that the old ‘hierarchies, organisations and institutions…’ are not fit for purpose; that the world has turned upside down.
It promises to be a fascinating talk delivered, presumeably, to some of the finest advertising minds within GMG.
Whether any of them will actually ever f*cking listen is, I suspect, a completely different matter. In ‘top down’ and Soho lofts they trust their fortunes lie; bottom up, collaborative ad platforms are really not their thing…
First things first. A thank you; those without whom this wouldn’t have been possible.
My co-founder and dev hero Ian Thurbon has always been the organ-grinder round here; I’m the mouthy monkey. James Rutherford from CreativeNucleus in the North-East has also been a God-send dev-wise.
And, of course, our funders – NorthStarVentures and the Technology Strategy Board – who have shown such faith in both the platform and our thinking. Plus Jurga Zilinskiene and her team of translators at TodayTranslations.
We, like Cindy Gallop, think the future of advertising is bottom up and collaborative. We also believe, like the indomitable Ms Gallop, in walking that walk, not just talking the talk.
So here we go.
Addiply in Welsh… as promised earlier this summer. The paint still wet on the walls. So watch where you walk…
It has been a long and, occasionally, rocky road to get here. We were part of UTV’s winning bid for WalesLive – the IFNC proposition with regard to the future of ‘Local TV’ that bit the dust with the change of Government; we were, likewise, part of the Guardian’s ‘Local’ proposition for Cardiff in 2010. Collaborative, bottom up, local… You get the drift.
But now we’re here.
Now – I hope – the media nation of Wales has one, small building block upon which they can *begin* to re-imagine the way that they can start and *sustain* local, community news across the Principality.
It can, in time, involve video; something that we are now looking to explore with the help of A-Frame and NESTA in that #21VC project out of Loddon, Norfolk. See http://loddoneye.com/video
Likewise out of that whole TSB/NESTA competition space this summer we can offer TSB-funded ‘enabling technology’ in the UK hyperlocal space to a Welsh-focussed NESTA-funded content play in the shape of, say, a Papur Dre.
But I think there is a bigger opportunity here – if people that once only saw the world from the ‘top down’ grab this chance to join those of us that have long been bottom dwellers.
Re-reading that piece from March, 2008, and this line seems fitting enough for today’s little milestone moment:
‘The trick is to devise an editorial and advertising platform that mirrors a Craig’s List or an eBay; that has this similar capacity to be both local in focus, but national in scope…
Four and half years later, I would change that. Given the news that Facebook has just crashed through the one billion user mark.
The trick is to build an editorial and advertising platform that mirrors a Facebook; that has the capacity to be local in focus, but national in scope – that can stretch from Holyhead to Chepstow, from Fishguard to Rhyl – but above all, empowers people to build a ’social network’ that encourages conversations and connections of a local sales nature.
People buy off people. Particularly in local. They want a face-to-face relationship with those seeking their tiny marketing spends. Somewhere down the TSB development line is an internal ‘notification’ system for Addiply; we already have a Forum space. Or rather a ‘Fforum’ space.
We have the ability for people to collaborate and converse re local advertising sales, as opposed to who was with whom at whose party on Saturday night. And all within their local language. It is an intriguing proposition; to wonder whether you could ever build a Facebook for local advertising.
In the meantime, however, delivering an open network opportunity to one nation, fascinates.
Because if I am the Welsh Office seeking to support and sustain local community news platforms, I can pin-point specific Government advertising campaigns into said community spaces and – in essence – deliver a local ’subsidy’ for those local publishers BUT with advertising that is wholly applicable and appropriate for their particular postcode and community.
The ‘messages’ that need to be delivered to the people of Ely, Cardiff, may be very different to those that need to put in front of those in Caernarfon.
Equally, there may be a Co-Op (Wales) in Ely, but not in Caernarfon. Tesco (Wales) might be looking to open a new store in Caernarfon. Those that hold the purse strings to Land Rover’s ad spend might find reason to punt their national brand into spaces and communities that are upland and local.
National brand can find local spaces – simply and transparently. Just as the butcher, the baker and the candlestick maker can now place their local brand into their own, local spaces – without having to go to California and back to deliver a text ad in the ‘window’ of a Papur Dre. And all in their own language to boot.
Hopefully we can now collaborate with the Centre for Community Journalism at Cardiff, with Glynn, Emma and people to see if we can’t help the digital migration of 56 local, Welsh language newspapers that will come to seek a new home online.
And, hopefully, as our API becomes ever more open and ever more public, we can work with the Welsh developer community to see what future programmes and apps we can build together.
For the record – and if anyone is interested – we can now rip out one language ’string’ from the API and, roughly for the cost of a 2,500-word translation, re-install a new language configuration back into our API and ‘localise’ ourselves in terms of language.
Spanish and $ gives us a model for the US Hispanic market-place, for example.
For now, however, we’ll help the Welsh to help themselves. To build a new media landscape for themselves from the bottom up…
There are 201 reasons why I watch the travails of GMG with keen interest.
And, I guess, some 199 of those boil down to one simple fact. I was born and bred in a left-leaning, liberal-minded household; The Guardian newspaper – along with jazz, his pipe and his founder membership of the SDP – provided the corner-stones of the Old Man’s life. He is long gone; courtesy of said pipe, he never saw me graduate.
How long The Guardian newspaper clings to this mortal coil is now the pressing conversation; and if I were ceo Andrew Miller I wouldn’t expect the National Union of Journalists to be offering any easier answers.
“There have been less than 35 positive voluntary redundancy applications, much less than the numbers we know [GNM] is seeking. Our position is no different than before. We do not expect this to be resolved by compulsory redundancies,” was the word from the King’s Place Chapel.
How the NUJ actually ever sees the transition from print to web ever being resolved continues to be a moot point.
But then, in fairness, they’re not the ones charged with delivering the strategic vision expected of a Miller.
Who this week found himself laying out that survival vision to the Chartered Institute of Scottish Accountants. Or is it the Institute of Chartered Accountants of Scotland? Either way, the ‘vision thing’ was duly reported here.
The ads that followed provide the top image. A familiar refrain, of course, but if part of The Guardian’s digital survival strategy rests on collaborating with a ‘top down’ ad provider of Google’s ilk, then they better start praying I either have a sudden urge to go either ballroom dancing or to visit Chile… Or that I have the spare cash to fund either.
Cindy Gallop heads into their own Changing Advertising Summit this month to tell them that the future of advertising is ‘bottom up’ and ‘collaborative’. It’s not about pinning your hopes on me and mine fancying a long weekend in South America.
The thrust of Miller’s thinking appears to toe the 2011-12 line that ‘Open’ will prove The Guardian’s salvation; in the meantime its fate can rest on its greater GMG stable-mates; used car mags and dating sites, for example.
I have no qualms with the concept of ‘Open’; like The Guardian – courtesy of the Technology Strategy Board - Addiply’s own API will soon be open and public; we will seek to collaborate with the likes of GitHub’s ’social coder’ community to build new, ‘bottom up’ revenue models for web and mobile to, hopefully, empower publishers of all ilks and languages to be less dependent on the crumbs off a ‘top down’ ad table.
But then 70% of our revenue doesn’t still derive from staining trees. And whilst we may give our code away for free, we still charge a 7% commission on every ad delivered. And we also believe fundamentally in Eric Schmidt’s belief that the winning platforms of the future will be ‘mobile, social and… local‘.
They won’t, in short, be born out of a Soho loft.
But it’s the tagged on thoughts of Dan Sabbagh that I find particularly interesting at this crucial moment in Guardian time; as a still-revered institution tries to marry the presumed legacy of The Scott Trust’s thinking to this new world order. A ‘Trust’ that itself is now a Ltd Company, as two of the commenters point to.
‘Sabbagh praised the Guardian’s ownership by the Scott Trust, and said it was “a precious thing” that no rich man told it what to do.
‘He said that in most cases, ownership of newspapers had drifted to what he called a poor football model, where the businesses were funded by “lively characters” – a model that carried with it a certain burden.’
Which is fascinating. For if not one rich man, who does actually tell The Scott Trust (Ltd) what to do? To rob Peter to pay Polly, in terms of its other assets funding its ‘loss-making core newspaper’?
Having failed to attract the number of voluntary redundancies it sought this autumn, GMG is now caught between a rock and a very hard place with the NUJ if it now moves to seek a minimum of 40-odd compulsory redundancies in line with the reduction in editorial head-count it has already announced.
Me? I know what I would do. I’d shut Guardian US tomorrow, slash the cost of my boho-cool Manhattan loft space and revert to back to the local strategy as championed by no less a person that the executive chairman of Guardian’s beloved Google and hold every metropolitan authority in the UK to democratic account just as The Scott Family did with the burghers of Manchester. And all by one reporter, one lap-top and one desk.
Get the ‘fantasy of European cool’ off the books.
It won’t happen, of course. That US die is cast. To ‘pivot’ back to the plan that Emily Bell and Co drew for them in the shape of creating Manchester Guardians for three British cities and then another nine more would be a hugely embarrassing U-turn for the men at the helm.
GMG are stuck with their loft. And where do the job losses come from? Does the London sports desk take the hit for Manhattan’s finest?
There is no Russian oligarch running The Scott Trust in the manner of a Second Division football club chairman – in that Dan is right.
But that is clearly not to say that within The Scott Trust (Ltd) there isn’t still a guiding voice; one hand that is stronger than any other around that table; that does more than anyone else to shape its direction and mode of commercial travel.
And, for me, I wonder if that’s not Mr Miller’s biggest challenge at the cross-roads moment in the life of The Guardian newspaper. What if his biggest problem is, actually, Alan?
Of all the regional newspaper groups in this country, I have long had most sympathy for TrinityMirror.
Because, to my mind, there are individuals – and, hopefully, they know who they are – who have long ‘got’ where this world of ours is going and – to their credit – have fought the corner for ‘local’ from within what was once the very belly of ‘The Bailey Beast’. Their hearts have always been in the right place. It was certain heads in that there London town that weren’t seeing our world for what it increasingly is…
So couple this month’s news that Trinity’s Regional and National Divisions were merging to create a ‘One’ brand under new CEO Simon Fox with this weekend’s reports in The Sunday Times that DMGT were looking to ‘ditch’ Northcliffe completely with a fire sale to David Montgomery and I think we can claim a crossroads moment is nigh for the regional newspaper industry. Or rather another one.
NewsQuest have always been a US law unto themselves; Archant might see part-salvation from being the proud new owners of a ‘Mustard TV’ channel for Norwich; JP might, finally, have true digital natives at the helm – alas, they have the banks banging long and loud at their door.
GMG, of course, have long abandoned the regional news industry to its presumed fate; Andrew Miller and Co are off to play the volume ad games of a global variety. Let Eric Schmidt think the future is local; Cindy Gallop claim the future of advertising is ‘bottom up and collaborative’.
So, I think hope rests with TM. ‘One’ TM.
Who, with this one move, have a chance to think like a network, not act like a silo. Or, at least, not act like the two silos of old.
To, in short, try and join up a few dots while regional brands and local audiences are still on their side. And, given the smart new broom that Mr Fox appears intent on bringing to the corridors of Canary Wharf, they appear to be of a mindset to change. The $64 million question now is whether or not they see how their world might have turned upside down of late; that, in part, perhaps their salvation lies from the streets of Morpeth and Machynlleth up and not from the top of Canary Wharf down…
So his interview in The Evening Standard made for an interesting read. That the future wasn’t one of being a GroupOn clone, but rather of pursuing a more coherent and ‘joined-up’ approach to advertising…
“It was very obvious coming in as an outsider that it was not an efficient structure,” Fox, pictured, told the Evening Standard. “We weren’t presenting a joined-up approach to our advertisers…
Morpeth and Machynlleth interest me for a number of reasons. In one, far-flung corner of Mr Fox’s new empire we have long sat as a bottom up and collaborative advertising platform of the Gallop ilk; into another we would seek to go with our new, Welsh-language platform - now we can localise by both long-lat and language.
Because the challenge that sits on Simon’s desk is simple… does he buy the Schmidt idea that the future is local? And if does, how does he leverage 350 years worth of local brand development and, above all, local advertising sales experience into better monetising those vast swathes of local, digital advertising space he now commands?
Because to my mind, its the Mirror that’s the dead duck here; not the locals. That’s where your future lies; not defending your national titles in the High Court as the whole, phone-hacking scandal lands on your door-step – wiping 20% off your company’s value in an instant.
I look at that JournalLive site for Morpeth. ‘Morpeth news from Morpeth…’
And, see above, an ad for Deloitte. From Canary Wharf. No Morpeth ad from Morpeth…
In part, that is our failing as a self-serve ad platform; people aren’t taking the opportunity to place a fiver-a-week text ad into that space… no matter how simple and transparent we try to make that transaction.
Hence, why we firmly believe in the fact that the future has to be collaborative – local ad sales relies on local people selling to local merchants. Its a P2P world we inhabit; person to person. Salvation won’t come from an algorithm down; it’ll come from a familiar, trusted face selling from the streets of Morpeth up…
And if you haven’t got a field sales rep left on the streets of Morpeth; offer an automated commission for someone else in that community to sell for you. Or, alternatively, empower the ad agency that runs the WM Morrisons account to place an ad for their Stanley Terrace branch into that space…
A Morpeth ad for Morpeth.
And then repeat. Across a nationwide network. In a joined-up and collaborative fashion. Do local, as one…
‘When ecosystems change and inflexible institutions collapse, their members disperse, abandoning old beliefs, trying new things, making their living in different ways than they used to….
‘It’s easy to see the ways in which collapse to simplicity wrecks the glories of old. But there is one compensating advantage for the people who escape the old system: when the ecosystem stops rewarding complexity, it is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future…’
Those two lines come from Clay Shirky’s essay on ‘The Collapse Of Complex Business Models’. Along with his ‘Right now in media nothing works, but everything might…’ it is a piece of Shirky lore that I have kept close to my heart in the six years since I left the complexities of being a provincial football writer on the back pages of the Norwich Evening News and sought to figure out ‘how to work simply in the present…’
Freed, for once, of staining wood and getting an 11-year-old on a bike to deliver it.
But it is to Shirky’s thoughts on the ‘Collapse Of Complex Business Models’ that I turned as David Montgomery returned to the UK media landscape with a wad of Crispin Odey’s hedge fund money in one hand and plans for a ‘Local World’ in the other.
For the last two years, the one-time Mirror Group and Mecom CEO has ‘escaped the old system…’ and has, one presumes, spent his time since figuring out how he, too, might ‘work simply in the present…’ and, thereby, gets to say ‘what happens in the future…’
Roy clearly believes that to be the case: ‘If Local World gets off the ground I think this could well be a major turning point for the whole industry… was his parting line in the MediaGuardian piece.
With Northcliffe and Iliffe in play and TrinityMirror kind of at the table, PaidContent crunched some numbers as to the scale of Montgomery’s likely empire; NewsQuest and Archant are keeping their powder dry; JP are out of the running.
Ashley has the bankers snapping at his heels. His thoughts are solely focussed on keeping those wolves from the door.
So, for now, Montgomery could command the heights overlooking some ‘260 plus’ local websites. Or rather the audience that they draw on a daily basis. I suspect Montgomery’s own numbers will not have stretched to the number of paper boys and girls he now has at his disposal. Marshalling that 19th Century army is one distribution problem he can do without.
But the Ashley piece is interesting; not just for the recognition that his first masters are now the banks. Keeping the Sheffield Star out of the hands of RBS, for example.
It was the line from the ‘analysts’ that caught my eye; someone who clearly still views the world from the ‘top down’… and will have crunched his numbers from the prospective of dropping a Deloitte’s ad onto the streets of Morpeth or – in the case of GMG and their abortive foray into the world of local – dropping a generic bra ad onto the streets of Leeds. Stickability in that local space wasn’t one of their strengths.
But here we go… the expert’s opinion on the merits of LocalWorld: “Local World is not big enough in and of itself to make a difference,” said one senior industry executive.
“It needs another big player, not small deals. Consolidation is about cost synergies – the bigger it can get the better it can operate titles that might otherwise be uneconomic. At its current size it will not be any bigger in the market [than Northcliffe is on its own]; it will still be probably fourth by revenue and that is not enough.”
That statement is based on several, potentially false assumptions.
That in his two years in the wilderness, Montgomery hasn’t brought a spot of rational thinking to bear on the irrationality that is the current, fractured and silo’d nature of the provincial newspaper industry in a web setting.
LocalWorld could make a huge difference *IF* it masters ‘how to work simply in the present…’
Montgomery has, after all, escaped the ‘inflexible institutions’ of old; he can come back into the market-place with a far freer hand than a Highfield whose hands are so tightly tied by the banks.
Consolidating is, indeed, about ‘cost synergies’ ; but if you view the world as turning ‘bottom up and collaborative – as Cindy Gallop does - then the cost synergies of, say, out-sourcing your advertising sales to a third party on an automated commission basis makes for completely different numbers.
Again, the assumption would be that the ‘complexities’ of integrating three, competing ad platforms out of Northcliffe, TrinityMirror and Illiffe would in itself produce little by way of immediate savings and synergy; you would be back to rewarding the ‘complexities of the past’ as three, ‘top down’ ad networks and their various inventories were re-routed into a new, unified and simplified LocalWorld platform that was designed to encompass 260-plus local websites.
Addiply currently hosts some 2,800 local UK websites - one for nigh-on every postcode district in the UK. The challenge for the AboutMyArea platform is not its scale and its simple, elegant spread – rather the audience numbers that sit behind say, http://aboutmyarea.co.uk/mk17
But that’s just what Montgomery, Odey and Co are buying – audience and eye-balls; bums on local seats.
As for the revenue numbers, again if you base your calculations on failing CPM returns from dropping a Deloitte’s ad into Morpeth and not the c£104,000 worth of locally-sourced, tenancy-based digital display advertising we have sourced for MyFootballWriter over the last six years, then maybe our David is not about to turn the provincial newspaper industry in this country upside down.
Views the world in the same way as me, Ms Gallop, Ms Bell, Mr Schmidt and Mr Shirky do, and Monty just might get to have his say on ‘what happens in the future…
As both regular readers of this blog will know, I am something of a Cindy Gallop fan.
And having now watched the woman perform on video, I am even more of a fan.
Her thoughts – as delivered to The Guardian’s recent Changing Advertising Summit - are fascinating when it comes to the collapse of the ‘Old World Order’ and the invention of the New – as applied, in particular, to the world of advertising.
“The Old World Order business model has been completely destroyed by everything that is happening in the world around us [7:20],” she tells the great and the advertising good gathered at King’s Place.
Watch it all at your leisure; there’s a lovely reference to the need to humanise big data [10:50] which strikes a long-time chord round here. Faces Of The Fallen, etc…
‘It’s enormously important to humanise [that] data… big data offers tremendous opportunities, but they have to be processed through the lens of humanity…’
Great line. Among many, in fairness.
‘In the world of big data, the new marketing reality is complete transparency…’ [13:06]. We like. These are my numbers, ad-wise.
Where she then goes is *really* interesting – when you view it through the prism of local advertising sales; and the traditional relationship that an old-fashioned newspaper ad sales rep enjoyed with his or her local client. Keep that thought at the forefront of your mind as Ms Gallop continues… That and the ‘relationship’ a local merchant may or may not enjoy with a data-driven algorithm. One invariably sat on another continent.
‘When I talk about humanising… what you want to get to is exactly the same scenario as when you meet someone… you really want to know more about them…so you begin the process of sharing information about yourself in a way that will make them want to share information about themselves…’
It is a conversation that underpins not just the act of making love, but also the act of securing an advertising sale. For in both instances you get to a point of trust. One that comes through the intimacy of human interaction and co-action between local ad rep and local ad merchant.
‘You build up more and more information about them – and you do this in an atmosphere of mutual trust and respect and liking…’
The goal is to get to know them; the same goal, Gallop says, that you as a business should drive towards with any client. Why should I advertise there? Because I know, trust and like the person that tells me to advertise there…
By 15:20 we are into thoughts on action. ‘What do you want people to do?’
You want them to act. Advertising as action… ‘I believe the future of marketing is co-action…’
Now, this line…
‘Brands and consumers micro-acting together to create impacts in the real world that benefit consumers, benefit society and benefit the brand and its business… [16:35]‘
Later this month I have a meeting with the good people of the East of England Co-Operative Society. There is a Co-Op, you see, in the village of Loddon, Norfolk. Over which – courtesy of NESTA and the Church Of England - we are about to drop a rural wifi/mobile portal; the advertising proceeds from which will go towards supporting a ’21st Century Village Correspondent’ within that community. Our Ben.
To my mind, the Co-Op now have the opportunity to fit Cindy’s vision of marketing as co-action; delivering real benefit in the real world to their consumers. Advertising as a rural subsidy for mobile connectivity.
“I believe the future of business is about doing good and making money simultaneously…’ [16:43]
So do I. Passionately.
Addiply isn’t a charity; we will take our little slice out of Loddon ‘TV’ – http://loddoneye.com/video – as will AFrame. But – hopefully – the biggest winner is the community itself. And Ben; the young man who has got off his a*se to report on the affairs of his own community as the local newspaper groups continue to retreat; in the case of Archant into ‘Norwich’ TV.
We act in the New World Order way. ‘We make money because we do good… [17:01].
‘We find a way to integrate social responsibility in the way that we do business on a day-to-day basis that makes it a key driver of future growth and profitability. I believe the business model of the future is shared values plus shared action equals shared profit – both social and financial… [17:15]“
Our profits out of the ‘micro-action’ that is Co-Op (East of England) taking out an ad on that Loddon portal will be shared with Ben and the community of Loddon; for everyone’s betterment and benefit.
My 12-year-old boy – along with millions of other rural kids in this country – might, at last, be able to join the digital revolution once he has a mobile phone signal above his head.
His future will not hang by the copper thread beloved by BT and Norfolk County Council. His future will be mobile, local and social – just as Eric Schmidt insists it has to be.
And how, in part, do we do that Ms Gallop? By advertising.
‘I believe this is the business model that we should all be striving for… and it’s what I mean when I say we have to move from a focus on making good advertising to making advertising for good… [17:30].’
Advertising for the good of the people of Loddon. #21VC really is that simple.
We have mentioned AirBnB before on these pages.
For me, they were an eye-catching example of collaborative behaviour; of person-to-person (P2P) sales; one-to-one relationships established between owner and traveller – with AirBnB merely facilitating that relationship for the common web good.
I stayed with AirBnB for StreetFightMag Summit in New York last December; I stayed AirBnB for SxSWi in Austin and again in Berkeley for Collab2012. I’m a fan, in short.
This week, the more observant of you will have noticed that AirBnB added another string to their bow – a collaborative platform they call ‘Neighborhoods’. Others tagged it differently – that AirBnB were going #hyperlocal. Drilling ever further down into the rich goodness that can be found on every street corner.
Be it the local book store, coffee shop or all-night deli – travellers were now going to be given the opportunity to really get ‘under the skin’ of a particular neighborhood before they ever stepped foot on a plane. It is smart stuff; intuitive; of the moment.
And if Eric Schmidt is right – that the winning platforms of the future will be ‘mobile, local and social…’ then AirBnB are getting ever more local, ever more social in both their outlook and their delivery.
Watch the Vimeo video from last week’s launch; or read the various reactions around news of the launch. Both are interesting.
<Not least when AirBnB co-founder Brian Chesky talks about the wealth of neighborhood locations that the platform offers across San Francisco – including Mission. Where once-upon-a-time Addiply walked; right under Google's nose. There and Oakland North.
Only the kids from Berkeley's J-School were not about to go and prise an ad out of the pizza parlour on the corner of 18th and Main; the one that the AirBnB locals are now in the midst of recommending to their prospective travelling guests.
And that’s what fascinates now.
Whether or not AirBnB can move this conversation on from being ’social’ and ‘collaborative’ in the travel guide space, to being collaborative and social in the field of advertising sales. And, indeed, be local. Or #hyperlocal.
Collaborate with those within said individual neighborhoods and let them sell that hyperlocal ad space for them – and, in so doing, reward both platform owner and community ad seller for their collaborative behaviour.
We can, of course, map each and every one of AirBnB’s original 300 neighborhoods; just as we can a Starbucks on the Pennsylvania Turnpike – and all with the kind of certainty that comes from a map and not a Google compass.
And, of course, courtesy of the TSB and our ever-more open API, we can now start to deliver said collaborative ad sales opportunities in any language; we can do any neighborhood in Cardiff in a language that the natives are more and more having to understand.
See whether we can’t prise a conversation out of someone at the heart of the AirBnB beast.
But I like the direction of their travel; the path they are choosing to tread.
It is bottom up and collaborative. All very Cindy Gallop, in short.
Many, many moons ago – out of the back of hosting our own conference on the future of local ‘TV’ in this country, #1000flowers – I wrote a piece on here about the need for all of us to share.
To share content; to build a ‘common treasury’ for all; a national, local video library, in effect.
Here it is. But what is important here is to frame those thoughts from the back end of 2010 in the context of the current debate around Local TV in the UK; in particular, OfCom’s latest move to put eight of the remaining franchise awards on ice while they review the programming plans for each.
Part of the inspiration for that piece came from none other than Alan Rusbridger, editor of The Guardian. And this from Poynter: http://www.poynter.org/latest-news/106389/rusbridger-openness-collaboration-key-to-new-information-ecosystem/
The title says it all: ‘Rusbridger: Openness, Collaboration Key to New Information Ecosystem…’ And, indeed, it is.
Cue the blog post, back in 2010:
‘This line is worth repeating… and worth placing in the context of where on earth a multitude of local ‘TV’ stations will ever gather enough content from to drive a decent enough advertising proposition to – at the very least – get them to a position of being ‘not-for-loss’.
‘[Rusbridger] Collaboration refers to the way we can take this openness one stage further. By collaborating with this vast network of linked information — and those who are generating and sharing it — we can be infinitely more powerful than if we believe we have to generate it all ourselves.’
Worth repeating; again… ‘By collaborating… we can be infinitely more powerful than if we believe we have to generate it all ourselves…
For me, that’s the big question that is troubling the minds of OfCom right now; can all the promised local programming really be generated by the Local TV franchise holders themselves? Or rather, can enough of the local programming be generated by the Local TV franchise holders themselves…
‘The media regulator has asked all the bidders for the remaining eight licences – for cities including Manchester, Leeds and London – to clarify key areas of their content plans, including the levels of original programming and the amount of news they intend to provide,’ says The Guardian piece.
Cards on table. I don’t like the Local TV process as envisioned by OfCom – and those that tie their visions to the nearest available TV transmitter. It’s bollocks.
It’s trying to propogate new media life from inside a silo. Only this one is off a TV transmitter mast, as opposed to a newspaper printing press. So, for example, God help anyone on The Wirral that wants to watch Liverpool TV, and not that from Manchester.
OK. Courtesy of the good folk at NESTA and their ‘Destination Local’ competition, we are in the process of building a rural wifi portal for the community of Loddon, Norfolk. Sustained and supported by local advertising of the type you find in any parish magazine; supplemented by national brands seeking local spaces. It’s called #21VC.
As empowered by ‘advertising for good’.
We have already had one play with video. And if we think that the future will be dominated by mobile, by video, by local and by social, then more and more you begin to wonder whether what we’re actually creating is a pilot example of Parish ‘TV’.
But one that, till now, was only about to generate its own content. Our Ben doing video clips with the village ‘news’, three or four times a week.
But what if someone has now actually built a ‘common treasury’ for us all to share? For prime, engaging video content to be shared and aired on a far more collaborative basis; wholly in keeping with these networked times?
And I think someone has.
The picture at the top is this: http://studio.skatta.tv/tv/LoddonEye
First throw; first sign-up; first look. But its Ben building his own ‘channel’ of content for LoddonEye ‘TV’ out of the Skatta platform. ‘Multi-platform Television & Content Distribution’.
Content that, beautifully, doesn’t need to be broadcast off a TV transmitter mast; it can be ‘broadcast’ off your nearest church tower.
And now Ben’s local ‘news’ channel can be supplemented by richer, more engaging video content drawn from across the globe; or, indeed, from a neighbouring parish ‘TV’ channel.
The richer the content proposition that we can hang off the local church tower, the more compelling we can make the advertising proposition; the more sustainable we can make our first ’21st Century Village Correspondent’… the more chance we then have of building another village correspondent for the next village… and the next… and the next…
‘By collaborating with this vast network of linked information — and those who are generating and sharing it — we can be infinitely more powerful than if we believe we have to generate it all ourselves,’ says Mr Rusbridger.
And who are we to ever disagree with the editor of The Guardian newspaper?
This week’s news that Addiply has taken a six-figure equity investment from Tokyo-based Power Technology, Inc, clearly ought to warrant a mention on here.
Posts have – rather obviously – been thin on the ground over the last month; this is the principal reason why.
The hows, the whys and the how much’s can wait for another day.
Suffice to say we are all very grateful to Chris Wade, Sarah Turner and the team behind UKTI VC for their help in facilitating the first meeting and the initial presentation to Power Tech; the fact that it was Google Campus playing host somehow made subsequent events all the more sweeter.
What does it mean going forward? It means that we now start to have sufficient fincancial stability to welcome the ex-MD of Scoot to the team in the shape of Sue Barnes; to as a result see if we can’t move Addiply more towards being a sales solution for publishers as opposed to purely a tech one.
Everyone can write, not everyone can sell. That’s the single, biggest lesson I have learned as an online journalist running MyFootballWriter/Norwich for the last five-and-a-half seasons. It wasn’t me that has sold c£110,000 worth of local, display advertising in that period.
But that very figure alone suggests there remains a huge and rich stream of local advertisers that are currently seeking new and appropriate homes online to market their services and their wares – homes that will become increasingly mobile in format as the years pass. The meeting of long and lat, user and advertiser on a mobile device is a fascinating space; a $5.8bn playground by 2016 according to the latest forecasts from BIA/Kelesy.
“Growth drivers include smartphone penetration, location data, ad targeting innovation and advertiser evolution to utilize these factors for higher-performing mobile local ad campaigns,” said Michael Boland, program director, mobile local media, BIA/Kelsey.
Given our TSB-funded tech development work will see Addiply launch onto mobile during the second-third quarter of 2013 – by when our API will be both open and public – I think local will be one of the hotter spaces to be in media-wise.
And the fact that what we can now do in Welsh what we’ve always said we can do in English, it didn’t take a huge leap of imagination – or, indeed, command of the English language – for Power Technology to see that both thinking and tech could swiftly move into that Japanese market-place. That we could be on the streets of Tokyo before the spring was out.
As ever, nothing works… but everything might. So who knows what that opportunity may bring.
But, for me, what I would also hope is that this week’s news acts as a long over-due shot in the arm for the still-nascent British hyper-local ‘movement’. Such as it is.
Actually ‘movement’ doesn’t read at all right; the UK’s hyper-local community sounds far more nice and not-for-profit.
Many have been treading the boards for the last five or six years; ’stars’ of the space have come and gone – Josh Halliday’s SR2Blog; Richard Jones at least managed to pass the baton of SaddleworthNews on. The list grows ever longer; people build beasts – monsters that need constant feeding content-wise. All too often up to now for next to nil reward.
In conversation with David Hayward of the BBC College of Journalism the other day, he mentioned Marc Reeves’ typically thought-provoking blog on the fate of Birmingham’s hyper-local ’scene’…
People ‘run out of steam’; every good intention is, eventually, drowned out by the basic need to go and earn a living somewhere else – or at least for as long as the numbers simply don’t stack.
‘…the real prize is a more ruthlessly commercial approach that embraces the potential of aligning hyperlocal content with hyperlocal advertising. Paradoxically, this will require hyperlocal sites to come together in a single body to aggregate their audience figures to a level where they’re a compelling option for major, multisite national advertisers such as Tesco.
‘I also believe that the public sector can and should play a part. Not by publishing hyperlocals itself, or doling out grants to worthy sites, but by targeting a portion its considerable marketing spend through specifically hyperlocal channels.’
Interesting stuff. If only in the sense that Marc still sees a prize to be had; that the game is still afoot.
And I completely agree. As I suspect would Eric Schmidt. And my new friends at Power Technology, Inc.
The future is still local. Just as it was in 2009 and 2010 when The Guardian was dipping its toes into local under the guidance of Emily Bell, Simon Waldman and Co.
They left the field; claiming such local platforms of Emily’s imaginings to be ‘unsustainable’. And in so doing – I believe – knocked the whole confidence and belief in the UK’s fledgling hyper-local movement. That if The Guardian couldn’t get it to work, then who could?
The Guardian were wrong; they bugged out early – just as the space was getting interesting. And now as they seek to find another 68 job losses across their editorial floor in the face of huge opposition from the NUJ, who are the new forces fast assembling their tanks on those prized local lawns?
The Murdochs on the banks of the Tyne and the Wear; David Montgomery, Lord Ashcroft and a hedge fund manager on what’s left of the Northcliffe and Iliffe regional newspaper empires.
Manchester could yet belong to the Murdochs if Sky/Tyne&Wear proves rather more than a simple, single pilot. CP Scott would be pleased…
Be warned. A very unseasonal rant is about to follow.
Good will to all men is in short supply right now; a spleen needs to be vented. And blame Barclays Bank Plc. And their online banking system. And an Error 79 code.
Online advertising. And people who think they are soooooooo smart. When they’re really not. They are just annoying.
So, by way of background…
After 48 hours of mutual, elderly Mum-sitting over the Christmas period and a little pot of Japanese gold sat in the bank for Barclays to go rig with, I figured on a Christmas treat for me and the new ‘Mrs’. A night in Cambridge.
So, to LateRooms.com I go. And have a little surf. Look at the Nobleo Apartments. As it is, we put a final decision on hold. I have cold, she has cold, Mum has a wound infection… usual joys of Christmas.
Visit the good old Guardian with their super-smart ad delivery tech – the pieces of kit that is, one presumes, designed to keep the wolf from Alan’s door next year – and I’m being followed by LateRooms ads. And, indeed, even an ad for the very apartment that I looked at. See above.
Now I have no doubt that somewhere deep in the bowels of MountainView – or, indeed, within the online advertising department of The Guardian itself who have clearly bought into this ‘tech’ – there will be high-fives all round from the various wonks, quants, geeks and coders that have now developed this latest piece of ’smart’ ad tech.
‘Isn’t that clever? We can now target you that precisely…’
No, it’s not clever. It’s f*cking stupid.
Because you’re targetting me retrospectively on an action I once considered and decided to act against.
As ever, you are trying to second guess my intentions; to be the third half of my brain. To act for me…
It is a running sore round here that Google has this hugely arrogant belief that we all want them to manage our lives; I don’t.
The Business Week piece from April, 2011, is worth a re-read. It’s good.
This line… about how the smartest geeky kids are now turning their attention to the sort of ad tech that has Nobleo Apartment follow me round the web… ‘engineers burn the midnight oil making sure that a shoe ad follows a consumer from Web site to Web site until the person finally cracks and buys some new kicks…
Or, in my case, do indeed book that apartment.
And for that I have to thank the Jeff Hammerbachers of this world – the ‘Wants’.
‘At social networking companies, Wants may sit among the computer scientists and engineers, but theirs is the central mission: to poke around in data, hunt for trends, and figure out formulas that will put the right ad in front of the right person.
‘Wants gauge the personality types of customers, measure their desire for certain products, and discern what will motivate people to act on ads.
“The most coveted employee in Silicon Valley today is not a software engineer. It is a mathematician,” says Kelman, the Redfin CEO. “The mathematicians are trying to tickle your fancy long enough to see one more ad.”
Carry on reading the piece. So what do the ‘Wants’ want? And what does developing such souper-douper, data-driven ad tech give them?
‘The Era of Ads also gives the Wants something they yearn for: a ticket out of Nerdsville.
‘”It lets people that are left-brain leaning expand their career opportunities,” says Doug Mack, CEO of One Kings Lane, a daily deal site that specializes in designer goods.
‘”People that might have been in engineering can go into marketing, business development, and even sales…’
That, for me, is the killer line. ‘Even sales…
Developing such tech gives them the belief that they can crack sales. That – once again – an algorithm can crack one of the most basic of human activities – selling, trading, bartering. Primeval activities that have been with us since I swapped my kindling for your mammoth chop.
Only we did it face-to-face; person-to-person. We shook on it afterwards; we built the trust that comes with dealing with another physical human being into our bargain. I didn’t deal with a machine.
Machines suck. I don’t trust them. Not with the last of my ad and marketing spend. Who knows where it goes? Where my ad might end up?
For me, there’s a fundamental problem that lies at the heart of the ‘Big G’; why they have still to crack both building a truly social network and finding the answer to online advertising sales – particularly at a local level.
Because you can gather all the smartest quants, wonks, wants and geeks in the world that you want and if they still believe that an algorithm can do a salesman’s job, then you’re in trouble.
Not if they don’t understand what turns me on as a human. And what, in the case of being stalked by Nobleo Apartment ads, turns me off.
Think of it this way; in the context of ‘The Big Bang Theory’. Who – as a small town merchant with billions of bucks-worth of local ad spend to throw someone’s way – would I prefer to deal with? A Penny – or a Sheldon?
It really is no more complicated than that. Whatever the Wants might claim.
On the basis that the New Year is all-but upon us and it is the time that the world and his wife air their hopes and fears for 2013, so I thought we’d revisit where we are right now with our whole #21VC project – in particular, our hopes for a bigger, brighter and better-connected future for the communities of Loddon and Chedgrave, here in Norfolk.
In part, this was prompted by a green cabinet spotted on my walk home from the centre of Norwich this morning and the ‘news’ that BT’s fibre broadband had made it to a cabinet in Cringleford.
It has probably, likewise, made it to a similar green cabinet in Loddon.
After all, according to the latest from BDUK in these parts, it’s all ‘Go! Go! Go!’ as far as BT and Norfolk County Council are concerned. A ‘Superfast…’ future awaits us all. A ‘historic’ deal has been signed.
And here it is….
‘Ann Steward, Cabinet Member for Economic Development at Norfolk County Council, said: “What a fantastic Christmas present this contract is for Norfolk. It brings the promise of better broadband access and speeds for thousands of properties, with the first services due to be available by this time next year…”
We are, says Bill Murphy from BT, ‘This project will move Norfolk well and truly into the broadband fast lane…
And is due to be completed ‘by the autumn of 2015′. By when my son will be nearly 16. Whether his teenage education will ever get to be conducted by a fibre to his Loddon home is something, you sense, neither BT or Norfolk CC would wish to dwell on.
What’s been interesting of late is to read the whole ‘Where media?’ predictions for 2013; certainly in the sense of what devices are going to dominate our lives for the next 12 months.
Most ‘experts’ appear agreed. It had, for example, been a very good Christmas for the tablet and smartphone market… and those that run applications across either. Some 328 million more of them by the end of Christmas Day. The Observer was giving a list of the best apps for your tablet and smartphone. Curiously, I couldn’t find a similar list for your home PC.
Instead, analysts were predicting a tough time in 2013 for those used to attaching a box in the corner of the study to the wire – fibre or otherwise – from a BT cabinet.
‘So far, the PC industry has failed to create the kind of buzz and excitement among consumers that is required to propel Ultrabooks into the mainstream. This is especially a problem amid all the hype surrounding media tablets and smartphones…’ [My bold].
The picture to my right is the latest roll-out of the WiSpire broadband roll-out across Norfolk. Courtesy of the NESTA funding via our #21VC project for Loddon & Chedgrave, two ‘hops’ off the church spires of Bergh Apton and Ashby St Mary, and Loddon’s Holy Trinity Church should be armed with high-speed broadband by the end of next month.
Within 4-6 weeks thereafter, we will use that ‘pipe’ to feed a rural, public wifi cloud that we will drop over the community of Loddon & Chedgrave so any visiting tablet or smartphone user beneath it can get decent connectivity. And, at the same time, they can get offers from the local Co-Op, curry house and estate agent – all of whom know that said punters are literally less than 500-yards from their front door. Advertising for good, as Cindy Gallop might say.
For the community, they can access mobile broadband when out and about in the villages; in their home, they can now – potentially – opt to sign up for WiSpire’s domestic ISP services beamed, initially, direct into their village off the church tower.
All in the knowledge that together it is helping to support the young person in their village who is still holding local democracy to account at the monthly parish council meetings, namely Ben Olive and his LoddonEye platform.
And given the enhanced connectivity and the rise and rise of mobile video – be it to tablet or smartphone – we can then make the new-look LoddonEye video-led. Village video; parish ‘TV’. Broadcast off one, rural church tower.
That can, so easily, become a network…
The picture to my right is the TV transmitter mast ‘map’ of the UK. It is the one around which our terrestial TV masters at OfCom and DCMS have designed their new ‘Local TV’ roll-out. So Norwich ‘TV’ can happen because Tacolneston ‘mast’ is local. As is the one atop Winter Hill; or at least for some people on Birkenhead.
Such masts are, inevitably, big pieces of kit; far bigger than the three ‘masts’ that me and NESTA have just paid for atop the churches of St Peter and St Paul (Bergh Apton), St Mary (Ashby St Mary) and Holy Trinity (Loddon). And, equally, the services that they deliver to the box thing in the corner of the living room are complex and expensive beasts.
Way beyond the ken and purse of any parochial church council.
Which may, in part, explain the latest delay to the whole Local TV ‘roll-out’; individual licences may have been awarded to a clutch of pilot ‘local’ stations, but the contract to the big, infrastructure boys hasn’t – delays are afoot, as further clarification is sought.
Like BT’s plans for fibre to every rural cabinet, one version of ‘Local TV’ looks unlikely to hit our small screens until the end of the year.
Me? I’d hope to have our version of ‘Local TV’ on an even smaller screen by the middle of March.
Have a great New Year and here’s to an interesting 2013…
In November, 2010, I hosted a conference on the future of Local ‘TV’ in Norwich. It was called #1000flowers.
A day later, Will Perrin of TalkAboutLocal and I would share a stage at City University as the great and the London good staged a rather grander debate about the future of local television in the UK.
We were two dissenting voices – who didn’t ‘get’ how, in this digital age, the future of local television in this country would be wholly governed by the need to deliver said ‘local’ service into the same, square box that’s sat in the same corner of every living room for the last 40-odd years – and all from the same 300-foot high transmitter mast.
A third was that of Claire Enders; she appeared to doubt whether the word ‘ubiquity’ meant anything to anyone within the corridors of broadcasting power.
It was if the world had stopped turning in 1988; as if the Web had never happened; as if Steve Jobs had never been born.
Two years on and #1000flowers is returning – to the North of England Institute of Mining and Mechanical Engineers in Newcastle on Tuesday, March 5th.
It has a rich history when it comes to shedding a little light into the darker corners of peoples’ thinking.
George Stephenson is one of its most famous forebears; his ‘Geordie Lamp’ would become standard issue in the pits of the North-East – as opposed to the ‘Davy Lamp’ of elsewhere. It is a fascinating story of how the two lamps came to occupy the same market-place within months of eachother; of how Stephenson’s peers refused to believe that someone so ‘uneducated’ and local could possibly come up with a solution to rival that of the eminent Cornish scientist Humphry Davy. Indeed, the Royal Society would accuse Stephenson of stealing the idea of the ‘Davy Lamp’.
‘The experience gave Stephenson a lifelong distrust of London-based, theoretical, scientific experts.…’
A perfect venue, therefore, to cast continuing doubt on whether our London-based ‘experts’ at OfCom and DCMS *really* know what they are doing as Mold [pop: 12,000] gears up to accept its Local TV licence as the likes of Portsmouth and Sunderland, Derby and Ipswich wonder if they are, at best, destined to watch their ‘local’ TV from Southampton and Newcastle, Nottingham and Norwich.
It is not often on these pages that I sit, read and nod in agreement with The Daily Mail. But this is fascinating: ‘How the tablet is taking over from the TV: BBC reveals record iPlayer figures for mobile devices…’
‘Record numbers of people are abandoning their living room TV set to watch shows on their phone, tablet and laptop…
‘BBC bosses said the biggest trend in 2012 was the huge growth in iPlayer requests from mobiles and tablets which almost trebled…
[Interestingly, a trend that the editor of BBC News Online, Steve Herrmann, would bear out when he spoke at the DigiCity event at the BBC Mailbox in Birmingham earlier this week.]
The Mail even finds an expert of their own. ‘Dominic Baliszewski, telecoms expert at broadbandchoices.co.uk, said: ‘It’s not surprising that the old-fashioned television is losing its crown as king of the living room.
‘With so many different ways for people to view films and programmes over a broadband connection, modern devices such as tablets allow viewers far more flexibility to choose where and when they watch their favourite shows…’
And there’s the line: ‘…for people to view films and programmes over a broadband connection…’ No mention of a TV transmitter.
As many of you may be aware, for the last 6-7 months we have been working with NESTA’s DestinationLocal programme to deliver a ’21st Century Village Correspondent’ to the village of Loddon, Norfolk.
Within the next 2-3 weeks, the first ‘plank’ of that plan will arrive as WiSpire deliver higher speed broadband to the top of Holy Trinity Church. From there, we connect up a series of wifi ‘relays’ which delivers public wifi over the heart of that one village. In effect, the church tower becomes our ‘TV’ transmitter as we deliver local and national video content into mobile and tablet. Alongside the usual written content of Ben’s LoddonEye platform.
Simples. And we think like a network. Potentially, rolling out one parish at a time if we get our advertising numbers to stack.
Someone within the Diocese of Norwich clearly gets what a network looks like. And having sat and listened to the BT/BDUK vision of a broadband ‘network’ for his rural flock as part of the House of Lords Communications Committee last autumn, I think that same person – a bit like George Stephenson – is a little distrusting of London-based ‘experts’ and their answers to the challenges of our times.
Dissenting folk, in short.
The Ranters and the Ravers, the Diggers from the hills of Lancashire … Those are to whom I hope #1000flowers will continue to appeal.
People who don’t see their children’s digital futures tied to either a copper wire or a TV transmitter mast; who believe – along with Eric Schmidt – that the winning platforms of the future will be ‘local, mobile and social…’
And there’s one other person – or peoples – to whom I will extend an invite. Someone who long ago tied their broadcasting fortunes to local and mobile. And raised their flag in the North-East. And are busily putting a new model army of mobile journalists into the field.
They, too, get this space. Hopefully, they will join us far from the madding London crowds.
As, hopefully, will a few of you…
Here’s a question. In the, say, ten years since the Web started to turn our world upside down, what is the biggest, single innovation to come out of the five major, regional newspaper groups in the United Kingdom?
What one platform, one change of direction, one app, one paywall, one strategic purchase or timely exit made you sit up and really take notice?
How have JP, Trinity, Archant, Newsquest and Northcliffe re-armed, re-built and re-designed themselves as news platforms fit for the 21st Century?
Or have they simply rested on their 200-year-old brand laurels and trusted that the next generations of readers will – without hesitation or question – follow them into this new, digital landscape without a sideways glance at any new arrival in ‘their’ metropolitan spaces if we are all about to follow Eric Schmidt’s famed dictum to be ‘mobile, social and local’ in the future?
Actually, re-phrase that. More important still is whether the next generations of advertisers will – without hesitation or question – follow them into this new, digital landscape without a sideways glance at any new arrival in ‘their’ metropolitan spaces?
I say ‘their’ because the Newspaper Society have already seen off the challenge of the BBC in terms of local video in their spaces. That sense of ownership, of proprietorial-stroke-fuedal rights to these metropolitan landscapes still seeps out of every boardroom pore and public NS utterance.
There is, for example, absolutely no other way of communicating local authority public notices to the people of Yorkshire than through the print pages of the Yorkshire Evening Post and Co.
Why ask the question now? Because I was in Leeds on Friday; sat on, to my mind, the very front-line of ‘local’ and wondering who the big winners and the real losers are going to be in one of the smarter, digital cities out there. In fact, I might even argue it is the smartest city out there. Certainly in terms of new content players building up new, young and engaged audiences in the face of those still wedded to staining trees. Round here, we’ve long held Leeds folk in high regard.
The picture at the top of the page is the home news page for the Yorkshire Evening Post [Average net circulation Jan12-Jul12 33,805].
And the one here is for one of our fellow, NESTA DestinationLocal winners: LeedsOnLine: The City, Talking. It is worth comparing the two; and keeping one thought firmly at the forefront of your mind – that, in every likelihood, the winners of the race to command the hearts, the minds and, above all, ad incomes of the people of Leeds will be those that are more social, more local and more mobile than their rivals.
Whether or not they have been in that space for the better part of 200 years.
So, lets do social. After all both platforms are all social; there’s their Facebook link. And one for Twitter. Right now, it is hard to argue against Facebook’s domination of social. Certainly amidst what you would look at as the core audiences of your traditional evening newspapers.
When I looked the FB page for the Yorkshire Evening Post had 19,222 ‘likes’. LOL had 52,710. On Twitter the roles were reversed; the YEP had 22,721 followers; LOL a mere 6,333.
Either way, it would be hard for anyone to claim that the Post was winning the war to be the most social news platform in Leeds.
More importantly, from a potential advertiser perspective which would I prefer to target? The one with 19,222 likes on FB – or the one with 52,710? And which of those can I gut for greater demographic data to make sure my ad spend is ever better targetted within that city?
Local? I’m not going to do a head count of truly local stories; the Darwinian fight for survival will go to the one that can commercially adapt to the new, digital landscape the quickest. On the occasion I opened the page for the YEP – and, who knows, maybe it was because I viewed it in Norwich – I saw the generic, nationwide Dominos Pizza ad pictured above.
On LOL, it is for Leeds Digital Fashion Week.
But let’s talk mobile. And apps. Because there the YEP already has one… it is buried deep within the new JP DNA, that all platforms will go mobile. A tablet app. For iPad. And Android.
The first time I met Simon and Lee, the guys behind LOL!, was at a NESTA workshop; they are one of the ten winners – along with #21VC in Loddon, one of the two, English ‘regional’ winners of the NESTA funding.
To build… An app. ‘LOL! Leeds Online will develop a map based interface that allows access to its content via a mobile app. In addition to providing users with geographically relevant content, the app will use the map as its dashboard, allowing users to upload, search, read, comment, rate and tag news items…
As smart as I think they are, the point of this piece is that LOL! are not the only people to threaten JP’s grip on that city’s attention. At some point, one of OfCom’s 21 ‘Local TV’ enterprises will emerge holding the keys to the Leeds ‘TV’ space.
There are five bidders. ‘Made In Leeds’ is just one. By early 2014, someone else will be competing for eyeballs and ad bucks at that local level.
And I can think of at least one other player in this local ‘TV’ – aka video – space that could roll a very large tank down the A1. Against whom the lingering ‘might’ of the YEP brand would have little or no answer.
Leeds, for me, is worth watching. It may well deliver a lesson for every other city in the UK as to for whom the digital bell is starting to toll…
I hesitate to call it the money shot; people will get the wrong end of the stick.
But when I recently presented to the DigiCity people in Birmingham, it was the second slide that caught one or two eyes. It was the BIA/Kelsey forecasts for the value of the US mobile-local ad space come 2016. An eye-watering $5.8 billion. A market-place that BIA/Kelsey sees expanding at 54% year-on-year.
The full deck is here:
….what follows after the money shot is the usual fare on the power of local networks – be they those of rural church spires or 183 Co-Op Local Stores.
The slide is of Main St, USA. The fact that there’s an insert pic of the local church spire isn’t wholly coincidental.
But for anyone who still doesn’t believe that there is something interesting going on in this local space, even the exec summary of the BIA/Kelsey research should make one or two sit up and think.
Here’s the report with those headline numbers; and here’s the executive ‘take away’ from what those numbers are saying…
“Growth drivers include smartphone penetration, location data, ad targeting innovation and advertiser evolution to utilize these factors for higher-performing mobile local ad campaigns,” said Michael Boland, program director, mobile local media, BIA/Kelsey.
More interesting still, however, is BIA/Kelsey’s latest tome of January 22: ‘From National to Local: Mobile Advertising Zeros In‘… ie national brands are seeking out local spaces; particularly those that are mobile and highly-targetted. For that’s where the value is for, say, a Co-Op local store manager – punting out his perishable goods offers at 8pm of a night to whoever is sat on their mobile 500-yards from his front door.
“Following the typical pattern of new media, advertiser adoption of location-based mobile marketing trails consumer adoption,” said Michael Boland, report author and senior analyst, BIA/Kelsey.
“It’s been relatively slow-moving until now, but we see growing signs of an imminent tipping point for location-based mobile ad adoption.
“A key driver of the mobile-local share shift will be the evolution of national advertisers, who, to date, have run mostly mobile campaigns that mirror the tactics of the desktop, missing opportunities for more precise location targeting.”
That’s nice. Growing signs of an ‘imminent tipping point for location-based mobile ad adoption…’
National brands seeking local audience has, to my mind, long been the key that unlocks the door to sustainable platforms of community news.
Its how anyone manages that relationship simply and transparently that is the $64 million question; or rather the $5.8 billion question. On just one side of the Pond.
<On March 5, we will be hosting our second #1000flowers event – in Newcastle. Nominally, the Ranters and the Ravers of the UK local space are gathering again to talk about the future of Local TV.
Which is why I’m delighted that Jamie Conway, ceo of the ‘Made In… network of Local TV licence holders has agreed to speak; he has the gig for Newcastle TV. Among others.
Also speaking that day, however, is our Ian.
‘Unlocking a $5.8 billion market: Drive into that mobile-local ad space via Addiply’s Public API.’
Last year, we won funding out of the Technology Strategy Board’s ‘Convergence In A Digital Landscape’ competition.
At its heart was a commitment to open up Addiply’s API for developers to go build; for us to be part of a new, collaborative community. It is why I headed to Berkeley last year to take part in the conversations at the Collab2012 space.
The point is that if the world is, indeed, getting ever more mobile, ever more local, so we all need to work together to tap into this new-found opportunity; to pool our resources and our thinking in these straitened times and try and get something to work.
By good fortune, our Ian is a mobile app developer by trade. ‘Cocktails Made Easy’ is one of his.
So we have a rich heritage in that mobile app space. And as our TSB-funded tech developments start to come on line, so we will be moving our thinking into that app and mobile space; SDK codes to take our platform into the world of mobile app development are coming down the pipeline…
The fact that we can now localise advertising by both long-lat and language is courtesy of the TSB funding; hopefully, the first beneficiaries will be the nation of Wales for whom re-building a new, indiginous platform to sustain community news in the Principality has long been high on the Assembly’s agenda.
Rightly or wrongly, the don’t appear to be in a mood to trust their nation’s media future to a London-based TrinityMirror or, indeed, a London-based OfCom whose plan for ‘Local TV’ in Wales boils down to the ownership of a hill.
Hence why Mold ‘TV’ is a runner; one for Swansea isn’t. Hence why they are seeking fresh tools to go build…
So come and listen to what Ian has planned… and what the TSB has funded. A collaborative advertising platform whose API will, come the summer, be open and public; and whose drive is towards making something work in mobile and local… the space where, according to the man from BIA/Kelsey, the real fun is to be had.
Details of #1000flowers can be found here…
Let’s talk about local. Everyone else is, it seems.
In particular, Marketing Week, who this week ran a decent piece on why national brand should seek out local spaces. ‘The brand benefits of going local’.
That there is something going on in local right now should not come as too much of a surprise; we have already highlighted the fact that BIA/Kelsey see a local-mobile market exploding in the US - driven in large part by national brand seeking the same local space that both MarketingWeek and LocalWorld see unfolding here in the UK.
Little wonder, therefore, to find the new team at LocalWorld flagging up that ‘trend’ for all they are worth… the sub-head makes for an interesting read, too.
‘Targeting niche groups isn’t just an online trend. Brands are finding that with innovation in regional press, local activity is a valuable tool.’
‘Innovation in regional press…’ Therein lies the challenge. And has done since the moment that the Web was born.
For many a nice reason, I’ve found myself knocking around with the bright, young things of London ad land over the last six months. Those paid to consult; to develop marketing strategies to be pitched at CMO and board level.
Brunswick are one of those; their message is clear… that there is something going on in this local space. ‘Local communities have become a force to be reckoned with,’ was one of the takeaway messages from a recent Review.
And as more and more senior corporate comms teams spread the word that national brands need to re-visit the world that is local, so that Marketing Week article will resonate more and more with those that actually hold the advertising purse strings.
So, let’s do the journey.
One of my take-aways from mingling with the bright, young things of national ad agency land is that they ‘get’ two of the three pillars of Eric Schmidt’s wisdom – with bells and whistles on. They are more convinced by mobile and social than anyone; they have lived their late twenty-something London lives around both paradigms.
It is the third – local – that causes the problem; the mind-shift that rocks their top-down, London world. That view that Leeds is a small village somewhere north of Kilburn.
But if Schimdt – the exec chairman of Google, no less – is right; that the winning future platforms will be something that involves mobile, social and local; then AdLand needs to swiftly re-calibrate its thinking.
That if their client – say, Hollister – has picked up on this trend, how do we deliver a campaign to match? That ticks all three of the boxes prescribed by Schmidt? A campaign that is mobile, social and local…
And if you want to layer on another wind of change blowing up Charlotte Street, how about throwing Cindy Gallop into the mix? That advertising needs to be a force for good; that it needs to view the world… ‘From the bottom up…’
And this is where the local landscape in the UK makes for such fascinating viewing right now.
In the last week OfCom has awarded two of the biggest ‘Local TV’ licences at its disposal – to the Evening Standard for its London concession and, today, YourTV for Manchester.
Read the rationale behind ESTV’s success and it is fascinating – and proves, again, that even in the very bowels of OfCom, someone is seeing something afoot in local.
‘ESTV’s proposals also provided important opportunities for close local community involvement, taking into account, in particular, its proposals for IPTV services in each London borough which would be included in its programming commitments…
IPTV services – ie free from that Crystal Palace TV transmitter – for 33 London boroughs. ESTV committed themselves to drilling down. Deeper into local.
So here is the first challenge for the LocalWorld. And the rest of the regional newspaper groups in their current, tree-stainer guise. They are not the only people about to fight for Hollister’s local ad dollars.
Here is the second one. Let’s drill Hollister into our local world. Take, Cambridge.
I need mobile, social… and local. So, Iliffe’s Cambridge News (circ 22,500).
I see no ads. Its 2013. I see no ads.
I have no doubt that – right now – LocalWorld are running round like no-one’s business building a networked platform across all their various properties that will allow the cool kids running the Hollister campaign to ‘get’ why they should be on that platform.
I suspect that the ’sell’ of LeedsOnLine will be less of a challenge; there’s a ‘circulation’ of 53,000. A ‘circulation’ figure that London agency ‘gets’.
At some stage there will be a Cambridge ‘TV’. Just as Leeds TV is arriving down the track. A high-speed track in the case of that little village somewhere north of Kilburn.
But you get the drift. If London AdLand gets what BIA/Kelsey is predicting; sees big client benefit – aka cash – out of taking Hollister into local, then who is going to reap the benefit?
And, right now, I don’t see it saving those who are still staining trees.
To talk more about all this… and a whole lot more besides – come and join us in Newcastle on March 5; for #1000flowers.
Amid much jingoistic jubilation the other week, our Lords and Masters celebrated a rare ‘victory’ in Europe – by pushing through the first-ever cut in a EU budget.
‘Tough-talking Dave…’ was flavour of the month again; courtesy of a ‘a spectacular and historic diplomatic triumph’, roared the Daily Express. The Mail wasn’t too far behind. ‘Huge credit must go to David Cameron…’ read its leader piece.
‘The new spending limit will be £768 billion, a real terms cut of £29 billion on the previous budget and £68 billion lower than the figure proposed by the European Commission…’
The British people can be proud. Can’t we just? Well done, Dave.
For there goes £7 billion worth of EU funding for broadband infrastructure projects; little wonder that the Vice-President of the European Commission, Neelie Kroes, could be found lamenting the fact that minus such sums, it will be down to national governments and ‘the market’ to deliver a solution. Europe wouldn’t be in a position to help.
‘Such a smaller sum does not leave room for investing in broadband networks…’ she noted in her blog. Her bold, not mine.
Minus that EU cash, the delivery of next generation broadband into huge swathes of rural England will now be left to the likes of BDUK, Norfolk County Council and, of course, BT. Who saw nothing to worry about in all this – despite both The Guardian and The Telegraph twigging to the fact that Dave’s ‘historic’ diplomatic triumph might have f*cked anyone whose engagement with the global, digital economy will continue to hang by a copper wire for the forseeable.
As it will for communities in Wales, Scotland, Northern Ireland and beyond.
‘Charles Trotman, of the Country Land and Business Association: “This would mean it’s up to member states or the private sector to put up the funding,” he said. “It’s highly unlikely that certain member states would be able to. Just a billion euros isn’t going to be enough.”
The man from BT shrugged it off. ‘“BT had no plans to make use of CEF and its reduction (from €9bn to €1bn) should have no impact on existing or planned funded projects, such as Cornwall, Northern Ireland or the BDUK process…’ their man told The Guardian.
Likewise, the man from DCMS – those charged with delivering the whole BDUK project – was in an equally ‘Whatever…’ frame of mind. ‘The UK does not support unaffordable increases in spending. The commission had interesting proposals for the €9.2bn CEF but the government has not developed any future broadband plans on the assumption that it would go ahead,’ was the quote in The Telegraph.
BT always make me laugh. We are a global broadband leader, apparently.
The photo caption on The Telegraph piece is a classic of a certain genre: ‘BT said more than 13m premises can access its high-speed fibre optic broadband and it was passing around 100,000 additional premises every week as it rolled out the network.
‘Can access’… as opposed to being on.
It was ‘passing around 100,000 additional premises every week…’ who likewise aren’t actually on… 100,000 premises whose ability to engage with the global digital economy continues to hang by a copper thread. My son included. He was 13 today. He – like millions of others – will be one of those whose premises will be ‘passed around’ by a BT fibre. One that will never actually knock on the door of his house.
At some stage in the none-too-distant future, a broadband ‘pipe’ will arrive in Loddon. We – with a little help from our good friends at NESTA – have persuaded the Bishop of Norwich to re-route his WiSpire roll-out into the Chet Valley and onto the top of Holy Trinity Church.
I suspect – and I would, clearly, hesitate to put words into his mouth – that the Bishop doesn’t have huge amounts of faith in BT that they will deliver the kind of connectivity his rural flock needs to engage in this digital revolution of ours. So, from on high, he’s doing it himself.
Bear in mind that the Rt Revd Graham James sits on the House of Lords Communications Committee; his interests are Culture & Heritage and Media & Communication…. He also sat on last year’s House of Lords committee investigating the whole BT/BDUK broadband roll-out.
The very title of their first report suggested something of a ‘non-conformist’ attitude. ‘Broadband for all – an alternative vision..’
Indeed, you can even find him speaking on the future of investigative journalism in the UK; he notes (12.55pm)… ‘we also need partiality and passion as well as balance to ensure that those exercising power and authority are called to account. If in due course council decisions are reported only through the newspapers and magazines published by councils themselves, it is hard not to think that the consequences will be far from happy…
The affairs of Loddon Parish Council will, hopefully, now be reported as we look to sustain a 21st Century Village Correspondent off his church tower… and the local advertising that can utilise that age-old ‘hub’ of village life.
He is even more interesting in his contribution to the Lords’ debate on Leveson; steering the conversation back to local… and the role that local newspapers have in binding communities together; even if their precise future as the stainer of trees continues to perplex him.
‘Safeguarding what Leveson describes as the unparalleled value of local and regional newspapers is, I believe, just as important as the establishment of a just and fair system of regulation…
The point being that our Ben, on a platform that we will look to commercially sustain off his church tower, is addressing the very ‘democracy deficit’ the Bishop fears at local council level by attending Loddon Parish Council meeting tomorrow night.
Boil #21VC down further and, in essence, we’re bringing the Bishop’s network of parish magazines ‘online’, advertising included; making them fit for 21st Century purpose; equally making them fit the Eric Schmidt model of being mobile, social… and local. With a dollop of local video thrown in; after all, we’re all broadcasters now.
One final point. The loss of that EU funding makes us ever more reliant on Government and the major incumbent delivering on their promises. Me? I’d far rather place my son’s digital future in the hands of the good Bishop and hope, rural connection-wise, the answer does indeed come from on high and not at the end of a copper wire.
Remember, #1000flowers is on March 5… All welcome.
Many, many moons ago, I wrote a blog post on here about Adrian Holovaty and EveryBlock. March, 2009, to be precise.
When it comes to both data and hyperlocal, Adrian is – and will remain – a Hall Of Famer. What he did with the ‘neighborhood’ data feeds through Chicago suburbia was brilliant. He was among very first of the quonts, the wonks and the geeks to be ‘mining’ out hygiene reports and crime updates and then tying them to zipcode locations on a map.
Anyone in this country that thinks they are breaking ‘new’ ground in that regard, you’re five years behind the curve.
And last week EveryBlock’s owners, NBC, shuttered it. And as the Gawker piece reveals, it’s demise brought much hand-wringing on the far side of the Pond that the whole hyper-local thing was a false dawn; no-one can get it to work.
I disagree. EveryBlock was a step-change project that lacked just one thing – the ability to get an ad onto the corner of EveryBlock and find the revenue needed to support a part-time ‘curator’ of said crime and hygiene data. Moving into social merely heightened that issue; moderation costs – and in individual, neighborhood blocks passions and emotions can run high. So don’t let your community run riot on your message-boards. But, as I say, moderation costs.
All EveryBlock ever lacked was a way of funding a part-time ‘block correspondent’ to keep their community playing nice – something akin to our own visions of a ’21st Century Village Correspondent’ for the community of Loddon, Norfolk.
But it proved one point; a point that ought to make people over here sit up and take notice – on its own data won’t save journalism. Its a team effort; that involves a neighborhood story-teller and a neighborhood ad seller. Data just makes the story-teller’s job that much easier; particularly if said data rolls across his or her desk in real time. Then it becomes a ‘breaking news’ feed. Which the ad-seller can them sell around.
Around 365,000 individual data points across the country in the case of Jonathan’s transport API; chart the real-time movement of every bus and train in and out of, say, Newcastle and Leeds. A piece of data content for every bus stop in the land. Not just London.
Data that he and his API can drill into any equivalent of an EveryBlock; most ‘blocks’ have at least one bus stop. And most people want to know if their bus is running late. Why too, ideally.
Most blocks also have a local shop or two. That’s why I am equally delighted that Nick from Voovio is joining the same panel at #1000flowers next month. The trick there is to look at the button on the top right. ‘Visit Local Shops of the World…
Because where Adrian also got it right was the fact that from early doors he recognised the power and the value of thinking like a network; that ChicagoCrime.org morphed into something that was of the web, not just on it. It became EveryBlock; that worked on AnyBlock. Adrian thought like a network, not a single city silo… He didn’t pin all his hopes on just making Chicago work. Therein might lie a lesson for one or two in this LocalTV space. Think like a silo and you will be building a coffin, not a TV station.
… which is excatly why I’m delighted that Jamie Conway is joining us too… fresh from winning the gig to do Local TV in Leeds.
As well as in Newcastle, Cardiff and Bristol.
Because he’s thinking like a network; from the start. Just as the Bishop does here in Norfolk. He builds a network, not a silo.
And, again, go back to the success of the Evening Standard in winning the LocalTV licence for London; what under-pinned that award? The commitment to deliver content through a pan-London network of 33 IPTV sites – one for every London borough. In doing that, they were not pinning all their hopes on whoever happened to sit beneath the Crystal Palace TV transmitter.
They were turning that old broadcast model upside down.. and offering a platform of engagement that was from the ‘bottom up’.
And this is what #1000flowers is all about; it is about people building networks. Of data, of course. But both Jonathan and Nick get that their neighborhood-level data needs a route to money.
Something, alas, that Adrian never quite reached with his EveryBlock. But, boy, did he ever break the mould.
All the details for #1000flowers are here… Come and join us in Newcastle on March 5.
I have long been a fan of the works of Alan Mutter, @newsosaur.
In fact he first graced these pages way back in September, 2008, as Brian P Tierney and the fate of the Philly Inquirer caught the attention.
This week and he was casting his eye over another famed metro newspaper now in straitened circumstances – The Boston Globe. Cast adrift by the NYT as it, in turn, sought to establish itself ever more as a global recorder of note.
The piece is here. It is another great read.
There was one line, however, that stood out for me; it was a new metric that Mutter turned to to demonstrate the Globe’s relevancy – or otherwise – to the sprawling metro community that it served.
‘…the Globe is trying to remain relevant to a dwindling number of readers and advertisers in a 1,422-square-mile metro area that includes 22 cities and 79 towns inhabited by 3,067,000 people,’ he notes.
What he then did was very interesting; he injected a new metric into this debate.
‘With circulation today of 225,482 on weekdays and 365,512 on Sunday – or less than half the audience that NYT Co. bought in 1993 – the paper is purchased by barely 7% of the population in its primary market area.’
The Newspaper Society would already be crying foul at this point; ‘relevancy’ is but a poor cousin to ‘reach…’ , their long-favoured word of choice. And, besides, every paper is – of course – read by every member of a household, shared three or four times; the readership – as opposed to the physical circulation number is clearly three or four times the figure that Mutter cites. The implication being that The Globe is irrelevant to 93% of people in the greater Boston metropolitan area.
But it was actually one of their own that threw the term into the pot this week… regional newspapers were engaged in a ’stampede to irrelevance’, claimed former Newspaper Society President, Chris Oakley.
Today and the latest Regional ABC circulation figures were released; Press Gazette reported them in full. The story of the UK’s ‘metro dailies’ makes for a grim read; particularly for a one-time Evening News (Norwich) football reporter. Down 19.2% year-on-year to 13,322.
The population of the Norwich ‘Travel To Work’ area is… 376,500. The area is ‘the area of Norwich in which most people both live and work…
‘The paper is purchased by 3.5% of the population in its primary market area…’ to re-quote Mutter.
If we narrow ‘Norwich’ down to that controlled by Norwich City Council, the figure is almost exactly 10% (13,322/132,200)
The Brighton Argus is now purchased by 19,199; the local authority covers a population of 273,000.
‘The paper is purchased by barely 7% of the population (7.03%) in its primary market area…’
Liverpool fares better at 16.7% (77,849 circ Echo/466,400 pop); Leeds is 4.8% (35,940 circ YEP/751,500).
Even if we allowed for babes in arms and the infirm being whipped out of the population figures, the 320,600 households in Leeds still returns a ‘Mutter relevancy’ figure of 11%.
Birmingham has a population of 1.1 million; the largest local authority in Britain. The average circulation for The Birmingham Mail was 40,004. That puts the Mutter figure at 3.6%.
Manchester is 14.9% (74,702 circ MEN/502,900)
Greater Manchester has a population of 2,682,500. That comes out at 2.8%.
The counter-argument is clearly the new-found ‘reach’ of everyone’s digital and mobile property portfolios… Then, of course, the numbers will rise again. That’s where the new relevancy lies; just not yet the new revenues.
The problem comes with brand; that if awareness of said mobile and digital apps rests over-long on the residual resonance of the paper brand, then there is every chance that the brand itself is becoming ever less relevant to the lives of those within their target markets.
It is a situation that vexed Guardian editor Alan Rusbridger… in 2009.
‘…that for the first time since the Enlightenment you are going to have major cities in the UK and western democracies without any verifiable news…” he opined. The interesting point now being whether the likes of MadeInLeeds ‘TV’ or YourTV Manchester can bring ‘verifiable news’ to the metropolitan masses in a manner that can prove more relevant to that urban audience.
Hopefully, Jamie (Conway), the CEO of Made TV, can shed a little more light on that front when he speaks to David Hayward at #1000flowers next week.
And here’s the other interesting point; why the UK’s ‘metro daily’ market is about to find itself with a new challenge in the sense of their relevancy to their metro audiences.
As Jeremy Hunt was always swift to point out, why was it that Birmingham, Alabama, had eight ‘local’ TV stations and Birmingham, UK, none?
The Boston Globe has had to compete with 17 ‘full-power TV stations’ in the Boston market for years – and yet it has remained twice (3.5% vs 7%) as relevant to its audience than the metro daily newspaper in Birmingham, UK, who has never before had to fight for eye-balls and ad dollars with a single city TV station.
The like of which is arriving in the next 12 months.
One might, therefore, suggest that the fight for newspaper brand relevancy in the metropolitan areas of the UK has only just begun. And I haven’t even mentioned this…
I’m just going to chop a big quote out of this piece The headline itself – ‘Facebook experiments with free wifi…’ – was enough to capture my attention.
For what then followed was utterly fascinating. Not just for anyone seeking free wifi in the Coupa Cafe in downtown Palo Alto; a popular hang-out for Stanford tecchies…
‘…when I get to my table, turn on my phone and open my browser, it takes me to Facebook. It instructs me to log in to get free Wi-Fi. (You can bypass the sign-in but that wasn’t totally apparent to me.)
Facebook says its experimenting with a few local businesses to “offer a quick and easy way to access free Wi-Fi after checking in on Facebook.”
Rocky Agrawal, a consultant at reDesign mobile, suspects there’s more to this than good will.
“It’s a good way for Facebook to know where you’re at, they can deliver all sorts of new offers,” Agrawal says.
Companies are banking on location based advertising to bring in big money for mobile, but there are a lot of hurdles to clear before companies like Facebook can target your location precisely…’
The big money the piece refers to is, for example, the $5.8bn BIA/Kelsey forecast the mobile-local ad space to be worth in the US by 2016. That figure was the one that I quoted in my opening presentation at #1000flowers in Newcastle on Tuesday. It was also quoted by our Ian as he offered his own presentation later that afternoon.
Linking mobile advertising to locality/location/local is clearly a hot space right now on the streets of Palo Alto. Relying on GPS or ‘cell towers’ to offer a user’s location is problematic, apparently.
“It all depends on where you’re at, are you in a parking lot, are you around tall buildings or trees, basically do you have a clear view of the sky,” Groves says.
“Using location data from cell towers is another option, but Groves says that’s less accurate because there aren’t enough of them…”
So Facebook have come up with a cunning plan… ‘It gave the Coupa a wireless router, which can be tied to a location…
“So all of the sudden you have precise locations on every business you’ve shipped that too,” Agrawal says.
The picture at the top of the page is of the WiSpire broadband ‘mast’ that between me and NESTA we shipped to the top of Holy Trinity Church, Loddon, earlier this morning. For the record, we have also shipped one of those to the towers of Bergh Apton church tower and that of Ashby St Mary. Its how our back-haul ‘hopped’ into the heart of Loddon. It is what #21VC is all about.
What we then do is ship in, say, a dozen wireless relays into the village that will then enable us to ‘locate’ individual users as they log onto the public wifi space that will sit over one, small rural community in Norfolk. And via Addiply we can then empower local businesses to target the users within that wifi-defined space.
Say, Rosie Lee’s Tea Room – popular not with Stanford tecchies, but walkers ambling along the Wherrymans Way; or cyclists cutting through the back roads en route to the coast. And we can start to tap into the same $5.8bn market that Facebook and Google are now eyeing.
One final thought.
Way back in 2009-2010, at the behest of the then MP for Norwich South, we started to look at a metro wifi solution for the city of Norwich. It involved working with a huge communications infrastructure company whose name I probably shouldn’t repeat. It ended with ‘…cock’ Which says it all, in fairness.
It never happened. Why?
Because said kit people came into this space with a tech answer, not a consumer one.
One of the tricks to this game is gaining height; for the most effective wifi provision you need ‘masts’ of a certain height – ie on top of your nearest department store. Or church tower.
‘Knock, knock…’ went the man from ‘…cock’ on the door of, say, Jarrolds Department Store. ‘Can we acquire some space on your roof top to deliver our wifi solution?’
‘OK – and what will it actually do?’ was the standard question.
And the answer was crucial. Because the kit boys always give the wrong one. They talk in tech speak; which no-one understands; they offer uploads and download speeds; mention of megabits has the eyes glazing over…’
‘500 notes a month; and put it next to the one the fella from Orange put up last week…’
And suddenly £6,000-a-year in simply acquiring an appropriate roof space rips your business model apart.
The answer? ‘Well, put my mast on top of your shop and you can live-stream your autumn fashion show to everyone on a mobile device within 500-yards of your front door… Fancy that? Think of it as Jarrolds ‘TV’…
‘Really? That is interesting… Tell us more…
Tonight we have the cornerstone of parish ‘TV’ in place. And what Facebook are doing in Palo Alto, me, Ben, Harry, Neil, Addiply, NESTA and #21VC are doing on the streets of Loddon.
This made for an interesting read. ‘The Rise of Ghosts Sites, where Traffic is Huge but Humans are Few…’
It tells of the growing concern within the online advertising industry at the ‘dark underbelly’ that lies beneath the surface of online AdLand.
‘If you spend enough time in the murky world of ad exchanges, ad tech middlemen and real-time bidding software, you might come away wondering why any major brand even bothers with online advertising…’ the author opens.
‘Ghost publishers’ are the latest spanners in the works; pulling advertisers away from genuine, audience-owning publishers to those for whom cheating the system has become another branch of the algorithmic dark arts.
Banking already has its own ‘dark pools’ of all-but impeneterable trading behaviour; the argument here would suggest that online advertising has something similar – to the cost of genuine publishers seeking genuine advertisers for their audience.
It should, after all, be so simple. I, the advertiser, want to place my ad right there…
“The growth of online dollars has been slow all things considered, completely because from the beginning, there has been this dark underbelly,” said Yieldbot CEO Jonathan Mendez…
Taking the person out of the loop and letting an algorithm do its own things has long been a favourite subject in these parts – be it taking the human out of the cockpit or the trading pit, there are consequences to letting a computer run riot.
Things get skewed; abused. People get misled. Where there should be transparency and simplicity, we get complexity and duplicity.
How that happens in the online advertising space is not too hard to imagine if you study the chart at the top of this piece.
It is from Luma Partners in the US; the ‘LumaScape’. Much viewed and much discussed, it makes for a fascinating study in the ‘journey’ any ad potentially has to make when travelling from left to right across that Snakes & Ladders board of DSPs, trading desks, ad networks, AMPs, etc etc…
When all many an advertiser wants to do is to place their ad just there…
Instead, the world and his algorithmic wife take a slice of the action; with the kind of milli-second speed that now is the hallmark of the great trading desks of Wall Street and The City. The geeks, the wonks, the wants and the quonts have taken the human out of the loop. The decision to place an ad there or to invest in a stock here are now the sole preserve of those with the biggest servers; the smartest tech – the all-seeing, algorithmic eye that knows that I booked a room off LateRooms last week and will, therefore, clearly want to do it again. And again.
One of the pieces that underpins so much of our thinking within the Addiply platform is Clay Shirky’s tome on the Collapse of Complex Business models. Of which the ‘LumaScape’ is a classic example.
If you have never read it, do so again. It is a classic.
There are passages therein which when applied to the rise of ‘ghost publishers’ within the complexity evidenced above make perfect sense. For if Shirky was talking originally how the complexity inherent to the publication and distribution of a newspaper is driving many to distraction and beyond, so the thinking – based on Joseph Tainter’s thoughts on the collapse of complex societies – are wholly applicable to the online advertising space.
‘Complex societies collapse because, when some stress comes, those societies have become too inflexible to respond. In retrospect, this can seem mystifying. Why didn’t these societies just re-tool in less complex ways? The answer Tainter gives is the simplest one: When societies fail to respond to reduced circumstances through orderly downsizing, it isn’t because they don’t want to, it’s because they can’t.
In such systems, there is no way to make things a little bit simpler – the whole edifice becomes a huge, interlocking system not readily amenable to change…’
That’s all Addiply sets out to do; to re-tool the online ad sales space ‘in less complex ways…’
Either I can buy that online ad space just there myself; or else I can out-source that function to a third party in a clear and transparent manner.
Not doubt such simplification will ‘discomfort elites’ - if, for example, the Welsh Assembly can place an ad themselves into any postcode district they fancy across Wales. In Welsh. Without the need of a DSP, an ASP or whatever else lies in between a ‘Troubled Families’ campaign being placed, say, in the Ely area of Cardiff (CF5).
It is the final line of Shirky’s essay that I have carried around with me for a long, long while.
‘When the ecosystem stops rewarding complexity, it is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future…’
In the meantime, however, the current system of complexity is starting to show signs of strain; the rewards are being leeched out of the system as ‘…the whole edifice becomes a huge, interlocking system not readily amenable to change.
With an hour to kill in Dubai Airport en route home from doing the Tokyo thing with our new best friends at Recruit – and, more importantly, my body not knowing whether it is morning, noon or night – I caught up with a piece in The Guardian on the state of the JP nation.
It makes for an interesting read; if only for the fact that the tone would appear one of mild relief that the worst of Ashley Highfield’s opening year at the helm was over.
The bitterest of the pills had been swallowed; he had had an ‘outstanding’ year on the cost-cutting front and with a leaner, meaner, digitally-focused machine now emerging, he could see a point where his enslavement to the banks eases. Slightly.
The possibility that, say, the Sheffield Star could one day become a bauble of the Royal Bank of Scotland has been discussed here before; as has the ‘Mutter Metric‘ – the rather telling mathematics when it comes to the percentage of metropolitan populations still buying the print editions of Ashley’s empire.
And whilst he may still be making better strides than most in making those digital dimes stack when compared to his ever declining print ad dollars, he has the ‘relevancy’ issue to address – in particular the way that we all, increasingly, live our lives on mobile.
And, yes, there are strides being made there; no-one is suggesting that in the most testing of *structural* times, Highfield isn’t making a half decent fist of an awful hand.
Hence, his guarded optimism that some of the worst might be over for his hard-pressed staff and his ever-demanding investors.
“I don’t need to make such big cuts again,” he says.
“I wanted to get most of the pain over as quickly as possible. News International [which paid £30m to partially terminate a printing contract] funded a quicker restructure than we would have been allowed. We don’t need to go at the same rate over the next couple of years.”
But here’s my problem with the apparent sighs of relief coming out of the City – with it’s vast knowledge of that local media landscape to tap into – and Ashley’s own fond hope that come the end of 2014 JP will be in rather ruder health financially.
Because the *assumption* – certainly with our friends in the City; be they financial or meeja – is that nothing substantive is going to happen within those local spaces to challenge the local hegemony a JP has always enjoyed in a Leeds or a Sheffield; in the same way that Archant does in Norwich or TM in a Cardiff or a Newcastle.
That has always been the foundation of their ad success; as ITV went ever more regional and the local commercial radio stations ever more national, so on the streets of a Leeds or a Newcastle, a Sunderland or a Cardiff, the local newspaper ad sales reps were kings and queens of the hill. They mopped up.
But that is all about to change – and well within the next couple of years, to boot.
If we ignore, for a moment, the likes of a LeedsOnline and concentrate on more ‘established’ local media entities that even the analyst from RBS might recognise, so JP are about to come under unprecedented local commercial assault from the new ‘Local TV’ stations that will spring up on his front lawn within the next 12 months.
All of whom – one can only presume – will be putting local ad reps into the field in opposition to their newspaper rivals.
And having listened to Jamie Conway speak at #1000flowers last month and if I were any of the regional newspaper ‘barons’ I wouldn’t take the threat posed by the bright, ambitious CEO of MadeTV too lightly.
Because he thinks – and sells – like a proper network and with licences granted to Made for Cardiff (TM), Bristol (Local World), Newcastle (TM) and Leeds (JP) he is about to ruffle a few feathers. For now, he might claim that there is enough ad dollars for all to share; in the current financial climate, I’m not so sure.
If I am the Theatre Royal, Newcastle, I might be tempted to give this new local TV thing a go; my extra commercial spend I will take out of the Newcastle Chron – with it’s declining relevance to my target audience.
And the response of the TM ad rep? Will be the traditional one; to cut my ad rates ever further in a bid to keep the Theatre Royal ‘loyal’ to the Chron ‘brand’.
And here is the other straw that the provincial newspaper groups will cling to – ‘brand’. They are the most recognisable local media ‘brand’ in their individual cities. Everyone knows the Chron, the Echo, the Mail and the Star. That’s where their value still lingers in that local advertising market…Made? Made who?
Which – might – persuade my investors that the worst is over; that the JPs and the TMs of this world can see of any challenge that a Jamie Conway might offer. And still ‘own’ audience, brand, traffic and advertiser loyalty – whether that be on a print or a digital platform.
There is, however, one beast in this local jungle that – wilfully or otherwise – the whole London meeja circus appears to be blissfully ignorant of. Or simply can’t fathom given its distance from either Upper Street or Charlotte Street.
Given the audience it has already established and the fact that it’s broadcast platform of choice is the little black box that sits in the corner of every Costa and every Wetherspoons pub on the banks of the Tyne and the Wear – aka The Cloud – it is an act of local media genius that the Murdochs have slipped that vehicle so far under everyone’s radar.
Because, for now, they run house ads through that platform; pushing subscriptions and the like.
But if they decide that the audience they have built can command the attention of local advertisers – to mobile, to tablet and to all those other sexy places 21st Century 20-somethings hang out these days – then it will rip Ashley’s advertising numbers apart long before he ever gets to see the calmer waters at the end of 2014.
Brand? Who on earth has ever heard of ‘Sky’ in the cities of Newcastle and Leeds, Cardiff and Sheffield.
For now Sky sits and toys with its new platform far from those madding London meeja crowds; those that deem the worst is now behind Ashley and Co.
It makes one move out of the North-East; switches from house ads to local ads and it has the ability to kill local newspapers of the ilk of the Yorkshire Evening Post and the Newcastle Chronicle.
To my mind, Ashley, I think the fun has only just begun.
Last week I was in Tokyo to meet our two, new investors on their ‘home’ patch – the ‘international super angel’ (as billed by UKTI VC) Shozo Nakajima of SystemSoft and his JV partners, Recruit Inc. The same Recruit Inc that last autumn bought the US classfied jobs site Indeed Inc for $1 billion. Them.
This was our news from just before December. Them.
It was a fascinating trip; an eye-opener in many regards.
Not least in the way that they appear to embrace the notion of open and collaborative working that has long lain at the heart of Addiply’s thinking; be it in the new, enhanced third-party sales functionality that we will launch in the next 4-6 weeks or this whole notion of a Public API… that we can arm hosts of programmers and developers across the globe with a new building tool that might help monetise their web or mobile offerings.
It is what our Technology Strategy Board funding was all about – let nations go build. Wales being the first amongst them.
Second, of course, was Japan. They, too, have a new toy to play with in the local advertising space.
Recruit are not just one of the world’s leading recruitment and HR agencies; they also have a rich history in publishing. In local coupon magazines, funnily enough.
Pages and pages of 2×3 inch print coupons for the local nail bar, beauty salon and dog grooming parlour. Hot Pepper. Worth a nose. That, I think, is where the ‘fit’ is.
More interestingly still, they also have a rich and supportive heritage in supporting the developer community via sponsored hack days. This was their last big gig – MasupAwards8 in Tokyo last August.
<Its in Japanese, I know. What I also know now is that MashupAwards9 is in Tokyo this August. It will again feature a raft of national sponsors, will include the good people of GitHub who I met at Collab2012 in Berkeley last year and will also find 500 of Japan's smartest developers, hackers and coders housed under one roof for a day to go build new, mobile and web tools.
How do I know all that? Because we have the invite to be part of that Mashup party; our investors are happy for our Public API to be showcased at their event; see what people can build with that TSB-funded open platform. We have, already, built a v1 Japanese version of the platform. Who knows what v23(b) and v418(d) might look like if you let 500 coders rip for a day in the search for a monetisation model to sit behind their app or mobile coupon messaging service.
Last time I looked, GitHub had 3,000,000 ’social coders’ looking for something new to play with. Something to build on, polish up and improve. People like to build. In an open and collaborative manner. From the bottom up…
The contrast, of course, is with Google for whom being open and collaborative has always been something of a struggle. Particularly for anyone who has aspirations to be the third half of the world’s brain and who has spent nigh on ten years building the world’s greatest-ever algorithm – the secrets of which you are never going to give up lightly. If at all.
Its not hot-wired into the DNA of a Larry or a Sergey to give up their life’s work so freely.
We have no algorithm; we have no, huge secret sauce. F*ck it, go build. See what you can do; pass it on to your friends; ask them. Does this work? Nah… OK, lets try this… Have you seen what she’s done? Hey, that’s cool. I could bolt that onto this… make that…
Those are the kind of conversations we wish to inspire.
I’ve watched from afar the kind of hack days that The Guardian offers; all very well-meaning, but not a whole lot to do with monetising local spaces on a global scale. Besides, why would they want to ruffle Google’s feathers when the great algorithm can deliver DD bra ads in such volumes to such 40-something fellas as me?
The point about working with the likes of Mashup9, with GitHub and OpenStack is many-fold; empowerment clearly to the individual hackers, programmers and coders involved, but more selfishly from an Addiply perspective this is a free developer resource. Great developers are gold dust; we have been so fortunate to have had two of the greater ones as part of the family for a while now.
But there are others as yet unknown to us out there; perhaps we will never know them.
And here’s the other key point to this exercise. That same world-wide social coder community is also our route to market; it is a free, global distribution platform for Addiply now that we can localise by both long-lat and language.
That’s what makes this one invite back to Tokyo later this summer so special. Go East, not West, young man and go build…
Yesterday I was in deepest Newport; at the ONS; speaking to the spring conference of CommsCymru.
The Slideshare presentation is here. More information on the organisation playing host can be found here.
Gathered in the room were 100-odd senior comms professionals from both the public and the third sector; the event kicked off with a message of support from the Finance Minister for Wales, Jane Hutt AM; it ended with a keynote address from Alex Aiken, on the first day of his new role as the Executive Director of Government Communication for HM Government.
So, no slouches in the PR field; not when it came to Wales. Or, indeed, the UK.
Which is why I need to offer my thanks – in public – to Sara Moseley, the conference chair and now on secondment to Cardiff University’s new-launched Centre for Community Journalism, for the invite to speak.
The challenge for all those gathered in that room was fairly plain. In times of huge social and economic upheaval – with the biggest change to welfare in a generation kicking in that day alongside a national comms budget that has shrunk from north of £1 billion from 2010 to the £300 million of today – how does ‘government’, national or local, ‘reach out’ and engage with the kind of embattled communities that inhabit, say, the Gurnos Estate in Merthyr Tydfil.
Aiken was interesting in the priorities he was setting for his comms community on his first day proper in the job.
He wanted them to be ‘Germans’, quote. Brutally effective and efficient in their delivery of whatever was left of their comms spend; gone were the days of the Mediterranean excesses and inefficiencies that came with a £1 billion marketing budget.
Those happy days were gone; everyone would have to deal with the new, straitened times; a leaner, meaner, more effective mobile machine was what the nation’s lead marketing mandarin was advocating as those listening grappled with ever properly ‘finding’ let alone then engaging with communities wrestling with saythe onslaught of a measles epidemic - or, of course, what the ‘bedroom tax’ might actually mean for the already hard-pressed residents of CF47, the Gurnos.
The picture above is one of a little hack that James Rutherford performed last Friday.
It is what you can get if you ‘mash’ Addiply’s forthcoming Public API – one that, via the Technology Strategy Board funding, is already localised by language to Welsh – to that of Jonathan Raper and Placr’s Open Transport Data API… to the 1km radius weather app that already sits on the S4C’s website, courtesy of Tinopolis.
And re-housed them all on a new, layered mobile app. As in here.
One that was ubiquitous across the whole nation of Wales.
And that’s a key component to making anything work in this space. Content – and advertising – have to be able to go anywhere… into any bus-stop in Wales.
It goes back to Ms Enders. And her comments on the back of Jeremy Hunt’s vision for Local TV in the UK – one that is now scheduled to deliver a ‘Local’ TV station for Cardiff and, er, Mold… but not for the likes of Swansea or Newport, Wrexham or Merthyr.
“He is not understanding that there will be a deficit [in content] at a regional level that cannot be filled by his local plans as they don’t deliver ubiquitous coverage,” said Ms Enders.
This is the point.
For Welsh comms professionals trying to match urgent message and fast-diminishing marketing spend to the fractured local media landscape that now exists in Wales – including the total market failure newspaper-wise that is Port Talbot and the fact that Crispin Odey, the hedge fund manager, is now in play in Swansea via David Montgomery’s LocalWorld consortium – so the situation demands a blank piece of paper. And something that works ‘from the bottom up’. With a ubiquity that the web delights in.
We have a go anywhere network… https://live.addiply.com/cy/network …for now centred around the AboutMyArea platform. Including one for the Gurnos… www.aboutmyarea.co.uk/cf47/
But we can drill ever deeper down; to the 1km ‘radius’ of S4C’s weather app which – in effect – is data drilling to bus-stop level accuracy. Give Addiply 362,000 long-lats of bus-stops across the UK and, in effect, we now have 362,000 hyper-hyper-local ‘publishers’… aka, individual points of data.
But the piece of the puzzle that is of real interest round here is that ad for 30% off fresh vegetables.
Drilled right into one bus-stop ‘app’; for the 27 bus; at the Prince Charles Hospital, Merthyr. In the heart of the Gurnos.
An ad that comes down from on high; from, say, Public Health Wales as they look to work with local supermarkets to re-educate the people of that challenged estate in terms of their diet and general well-being.
Because you know their medical make-up from the data sat in the ONS; you know the likelihood of a 15-year-old falling pregnant on that estate; you equally now know the prevalance of measles in various challenged communities in Swansea.
So, Public Health Wales, drill your message into those communities on a platform that they all increasingly live by – their smartphone.
That was the ‘takeaway’ from Tokyo; that the market is exploding in terms of that mobile-local-coupon space.
And whilst most would prefer the term ‘voucher’ when it came to free dental check-ups, childcare provision or a diabetes test, there is growing evidence that in an age of such damning austerity for those long-locked in such challenged communities, a new era food coupons might soon be upon us – and not just on the streets of the Gurnos, either.
How do you deliver those in a truly, Germanic fashion Alex?
I’ve never really bought into this idea that the world of digital technology – or, more particularly, the understanding of where that digital technology is taking us – is a man’s world.
I can think of at least three women whose thinking in this space is up there with any man’s; and whose opinions help shape the direction of travel for Addiply.
One is up in Newcastle right now, over-seeing the birth of our new enhanced platform; one that, we hope, will – alongside our soon-to-be-public API – prove to be a cornerstone of our contribution to this whole local-mobile space.
Two others have been mentioned before here; but time and again, it is to their thinking that I return.
One is Claire Enders. And her use of the word ‘ubiquitous’.
With one single word she drove a coach and horses through Jeremy Hunt’s vision for ‘Local TV’ in the UK; one that is now – slowly – start to take shape with the award of those first 20-odd local TV licences to anyone with decent access to a hill and a TV transmitter mast.
“He is not understanding that there will be a deficit [in content] at a regional level that cannot be filled by his local plans as they don’t deliver ubiquitous coverage,” she noted.
In that Mold can get a TV station, but an Ipswich or a Sunderland can’t. You need a hill and a TV transmitter mast to make it work; that and a prayer that said mast is pointing in the right direction.
But ‘ubiquitous coverage’ is a challenge not just confronting the whole OfCom/DCMS vision as laid down by the now-departed Minister; the local newspaper groups – confined in their own medieval circulation fiefdoms – can likewise not deliver ‘ubiquitous coverage’ of the UK in terms of either editorial content or advertising opportunity. Some can do Manchester, but not Sheffield. Others can do Norwich, but not Peterborough.
And that’s what people still don’t seem to get about Sky/Tyne&Wear.
Not just the fact that they have a network model that could – if they so chose – do Sky/Manchester, Sky/Leeds and Sky/Cardiff tomorrow and offer editorial and ‘local’ advertising ubiquity across the major metropolitan centres of the UK, but in utilising the services of the Sky-owned Cloud to deliver said platform, they are getting ever nearer a ‘ubiquitous coverage’ in terms of a broadcast platform.
Their content is being pumped out – to mobile and tablet – by the little black box sat in the corner of every Wetherspoons pub and Costa coffee shop in the country. They have no need of a hill or a mast. Or of OfCom and the DCMS.
They are ubiquitous in their potential scale and their reach… and, indeed, in their ambition. They can monster the local media space in this country should that first pilot lead to a second and a third…
The other thought-leader female-wise, for me, is Cindy Gallop.
Her proposition that the whole advertising industry needs to revolutionise its thinking and replace ‘good advertising with advertising for good…’ remains another fundamental tenet and hope within Addiply’s thinking going forward.
This line: ‘Brands and consumers micro-acting together to create impacts in the real world that benefit consumers, benefit society and benefit the brand and its business…’
The picture at the top is of a product and a thought process that is coming down the Addiply pipeline this summer; that it is Tescos punting out a ‘local coupon’ is down to Beccles/Loddon connections; it could be anyone.
Why be so open? Well, there is a Technology Strategy Board competition underway that demands a YouTube ‘pitch’ be made public.
On it, we demo how we might deliver food vouchers, offer coupons, targeted ‘messages’ down to a bus-stop level.
The thinking was evident in the presentation I gave to the CommsCymru conference last month; thats on SlideShare here. It was also a takeaway from our Easter trip to Tokyo – that the local coupon/offer market-place was a hot one to play in if you could geo-locate both user and advertiser and deliver into that mobile app space.
But the point is that what we’re aspiring to be is a vehicle for ‘advertising for good’.
That there are, right now, hugely challenged communities in this country for whom the only readily available means of connection is via their SmartPhone. And they will download the latest apps and games onto their mobis off the nearest available free wifi.
Thats where they live their lives. They are not – Martha Lane Fox please note – at the end of any ‘line’ be it fibre, copper or cable; sat at their PCs waiting for an email to arrive from the local council inviting them to partake of free dental care.
They are on their mobiles. And how you locate them is their proximity to the nearest wifi access point.
I’ve been pondering hospitals of late. And out-patients departments. I’ve sat in enough of them over the last four years with the Old Dear. Oncology, Radiology – all the ologies; ITU and HDU. So I know the most useful thing you can deliver me is free wifi. As I and thousands of others sit and wait. Captive in that one, out-patient department space.
Now whack an access point in. And locate the mobile user by department.
Now deliver childcare vouchers to the new mums and babies waiting for their post-natals; winter fuel allowance offers/reminders to those in geriatrics; 20% off fresh vegetables to all those concerned.
For me that is hyper-local advertising being a real force for good; advertising that is of benefit to society; that ticks Ms Gallop’s boxes as she seeks to turn the advertising industry upside down…
Not for the first time – or, indeed, the last – we have Damian Radcliffe to thank for a great overview of the state of the UK ‘hyperlocal nation’.
It is here. Therein lies many a compelling point; as ever, there are plenty more questions arising from some of the answers.
First, a card on the table. We’re late delivering our own contribution to NESTA’s DestinationLocal project. Hands up, there’s 201 things going on my life – and that of Addiply – that doesn’t always keep my eye on that #21VC ball.
But we’re not far away now.
In part, our delay is down to that fact that alone in those ten winners, we are an infrastructure project. And we have two pieces of hardware ‘kit’ to install and integrate into our thinking pre-launch. One is already there. The broadband ‘pipe’ that sits atop Holy Trinity Church Tower. Thats it there. Been there for about six weeks now.
It delivers ‘backhaul’. And if you, as a journalist, don’t know what ‘backhaul’ is, look it up. To my mind, its a rather more important tecchie term than, say, ’scraping’. Without one, you have absolutely no chance of doing the other.
Off that backhaul, we then run an AP – an ‘access point’; the thing you log into when seeking a wifi connection in a Starbucks. One has to be in line of sight of the other; which is why WiSpire is an act of genius. Who owns the highest roof space in any medieval village in England… And who has a network of such ‘masts’?
But to get thus far, we have to go through planning – with the English Heritage, the revelant PCCs (Parochical Church Councils) and, in our case, we had to ‘hop’ into Loddon via two more church towers – Burgh Apton and Ashby St Mary.
But now you have a connection. Or, look at it another way, you have a hyperlocal print press for mobile…
Go back to Damian’s piece and one of the trends he sees for 2013 is of hyperlocal publishers going back into print… BrixtonBlog, TheCityTalking, CaerphillyObserver… all are going back into that tried and tested format that is print. Their ‘distribution’ platform is leaving free copies in bars, clubs, pubs, restaurants, etc etc.
Where the Newspaper Society awaits. With a warning.
Park yourself back on our print lawn and you will play by the same rules of the Leveson game as us… with all the cost and legal implications that entails.
The fact that, commercially, you are also playing in the same ball park as their own print ad reps is also good news. The local newspaper groups have been in a state of ‘aggressive defence’ for a decade; you’re playing by their rules… and if you are not very careful, they’ll whack you with all the tricks of the trade – as they have been doing to upstart free-sheets for years.
But the Leveson ‘reminder’ is interesting; and telling.
“Exempting competing council papers from the proposed scheme flies in the face of Lord Justice Leveson’s stated recommendation that it ’should not provide an added burden to the regional and local press.’
“It is surely wrong in principle and unworkable in practice for a local paper to be put at a disadvantage to a council paper covering the same news in the same area… “, they ‘roar’.
The implication being obvious. They will run to their nearest MP if Leveson is not applied to (a) the local council paper and, potentially, (b) a print version of a local blogging ‘micro-business’.
See the local Dagenham MP dancing on a local council newspaper’s grave. The same MP who will, no doubt, be cheering in the streets when 15,000 lamp-posts in Barking & Dagenham are wifi enabled under Boris’ bold vision.
Local authorities are getting out of print; their getting into the connection game. ‘Print presses’ on every lamp-post, if you will.
So stepping back into print, for me, plays straight into the hands of the Newspaper Society; despite the fact that by their ‘Mutter Metric’ their relevance to anyone’s daily lives is on the wane like never before. They are embarked on a ’stampede to irrelevance’ according to one of their own.
Play in the print space and their arguments – and that of Leveson and Co who, to this day, likewise only view the world through the prism of the printed press – still have some relevance and bearing. Just.
So make them irrelevant.
#21VC is not about to become a print product. We’re not about to play to the rules of their game.
Nor for that matter are Sky. Without banging on and on about them, they have their own ‘print press’ in the shape of TheCloud. Just as I have mine atop Holy Trinity Church tower.
Leveson and the position of the local TV transmitter mast is of no relevance to them; nor is a distribution model based either on good will and space in the window of the local hairdressers or a 14-year-old on a bike.
Lets pull a figure out of the ’sky’ and say that Sky/Tyne&Wear has up to 500,000 monthly uniques. Switch on a local ad model and watch the Newspaper Society squeal like a stuck pig… because they are what? Publically funded? Because they’re untouched by Leveson? Sky/Tyne&Wear I suspect have no intention whatsoever to go into print… James is getting out of the tree-staining business; if Murdoch Jnr was ever in it in the first place.
But the really interesting people are the ‘kit’ guys; the Ruckus’ of this world… and a certain huge defence contractor who once claimed to be delivering a metro wifi solution for Norwich.
Because these boys know they need to be in the content game; and the local authorities know they need to be in the connection game. Lighting up their lamposts. Because if they are ever to engage with their residents, they have to find them on mobile. And that penny has dropped at the highest level of Government Comms.
I know. I listened – and learned - from Alex Aiken.
And whatever is left of their comms spend is not going into print. Its going into mobile.
I know why hyperlocals turn to print; its familiar and safe for local advertisers; whilst we still work on monetising this mobile space and find new, compelling local ad formats that usurp the old quarter-page ads of old, thatway lies a short-term commercial fix.
But thataway also lies the local newspapers; defending their medieval print fiefdoms as if their very lives depend on it…
Step forward people… keep your foot on the digital gas. And let the arguments of the flailing newspaper barons slide ever more into irrelevance.
As many of you might be aware, I have long been a fan of Sky – in their ‘local’ guise.
Or as ‘local’ as anyone of their ilk can get; so that’s local as in Sky/Tyne&Wear.
To this day, you can wander round the streets of London’s Meeja-ville, and people will look at you quizically and say: ‘Sky, what? Never heard of it…’ which always just reinforces my impression that when it comes to London and ‘Local’, you might as well be talking a different language.
You are certainly trying to converse in a different country; one for whom the most northerly river valley is the Lea.
But that is to wholly miss the significance of Sky’s foray into the field of local – an act of connection and content genius that could yet rip both the local newspaper groups and the OfCom/DCMS ‘vision’ for Local TV in this country apart, if Master Murdoch and Co reached for the ‘Go!’ button and rolled their tank south down the A1.
Let’s pluck a ‘circulation’ figure for that platform out of a hat and say 500,000 punters a month access it; a million eyeballs; supplanted as it is by spliced up premium Newcastle United and Sunderland football content which none of the competing local newspapers can touch.
Delivered to your mobile; whilst having a pint; off the nearest Cloud Access Point (AP). As in the Sky-owned Cloud.
That’s their ‘broadcast’ model; that’s where connection meets content in stunning fashion – right in the palm of my hand; be I either in the nearest Wetherspoons pub or Costa Coffee shop.
Which is also why BT appear to be so hot on their trail belatedly – trying to flog their choking copper broadband network off footie content.
It prompted an instant and wholly telling ‘tweet’ from @alanrsharman, when I tweeted out The Guardian piece over the weekend.
‘@Addiply Most of my rural friends have such slow speeds they’d never be able to watch BT’s live footie…
They and millions of others; vast swathes of the UK that handily fall within the ‘last 10-20%’ and are unlikely to see a fibre wire to their nearest cabinet until, say, 2017. It remains a moot point to me how many of the blessed 80-90% will ever see a fibre to their door…
And if everyone is pulling connection off the same fibre to the same cabinet and thence via the same old copper wires to watch the same match, what will the consumer experience then be?
And can they deliver such content to me moby, in me local? OpenZone, but at a price.
That, I suspect, is one of the reasons Sky appear to be in a ‘Whatever…’ frame of mind when faced with BT ‘channel shift’ from copper connection provider to Premier League rights holder and TV broadcaster.
Because the other point about owning the infrastructure – of the single Access Point (AP) variety – that puts premium footie content into the palm of your hand whilst supping a pint in the snug bar of the Dog & Duck is that I know where you are…
You have given me your location – by signing into that AP – in return for my football content. That’s the unwritten deal here. In return for my usefulness in terms of connection and content, make yourself useful to me and my commercial model and give me your location.
Because if I know where you are to the nearest 50-metres, I can now serve you advertising that is tailored wholly to you in your present location. Sat in the snug of the Dog & Duck, I can ping you an offer, a coupon or a voucher for The Dilraj curry house 50-yards across the way. I could even time it for the end of the game.
Particularly if the uptake of The Cloud’s wifi services becomes ever more ubiquitous.
And then, of course, we could do advertising for good… the world of mobile-local opens up before you if you know you have a captive audience gathered around one, specific AP and not sat screaming at the lap-top and an age-old, ever-buffering copper wire.
All of which is fascinating to behold as connection providers wade into the content space with little or no regard for anyone left still staining trees and employing kids on bikes for a distribution platform.
But it still doesn’t answer the immediate conundrum of what Sky may or may not do with the 500,000-strong model of mobile-local news delivery they have assiduously built on the banks of the Tyne and the Wear.
For now – still – they haven’t switched on the ‘local’ ads model; started a turf war with the local newspapers for the ad spend of the Theatre Royal, Newcastle – a war that the newspapers would lose given the strength and traction of the Sky brand, let alone the audience that gathers around it in that one locale.
And for now – still – they haven’t rolled out of the North-East with a ubiquitous, network model that – albeit in the vain of an ITV ‘regional’ news model – could see a Sky/Leeds, a Sky/Manchester or a Sky/Birmingham hit snug bars nationwide.
I suspect they are at a crossroads; and have a big, big decision to make as to which way to turn – their natural, predatory commercial instincts being, for now, tempered by the huge political bunfight that would erupt if Sky made the move to ‘own’ the UK local space.
But on the basis of ‘If you can’t beat them, join them…’ we’ve recently made a similar leap; only we’re going from content… into connection.
We now own an AP. In one, rural Norfolk village – somewhere, one suspects, deep in the heart of that last 10-20% who will be forever off BT’s radar as they focus on settling our Jake into his new studio.
Log onto our free public wifi and I know where you are… to the nearest 25-50 metres. And I know, therefore, that you are then likewise 25-50 metres away from the front door of Co-Op (Loddon). And perhaps you would like a perishable goods offer pinged straight to your moby.
Because I have one right here…
As one or two of you may have noticed, we made the news yesterday…. here.
Its been a little while in the making; there are 201 things going on in everyone’s lives that doesn’t always lend itself to perfect timing. And, even now, there are a few loose wires; wet paint on the walls. A snagging list, in short.
Ben provided an excellent news summary of the launch here.
But there are aspects to the whole #21VC project that probably need a little more by way of explanation; in particular why I am ever more convinced that connection and content have to walk hand-in-hand. It’s something we’ve touched on before – most recently here.
At that stage, we hadn’t fully integrated the Voovio thinking and tech into the platform. Now we have; albeit again there is so much more we would hope to achieve going forward.
But with that level of connection, we can now offer new and far more engaging tools of advertising content with which we can start to look to build new and sustainable models for hyperlocal journalism.
Because if I am visitor to that community, why wouldn’t I want to take a virtual tour before I actually started to spend my tourist bucks? ‘Which pub to choose… which curry house looks nice… And you know what, this looks a nice village; lets ‘walk through’ the TaylorWimpey show home whilst we’re staying here…
These are the conversations and the digital engagements we can now prompt and provoke off a connected platform; and as a local SME, why wouldn’t I want to be part of that same conversation?
Let people have a ‘look-see’ before they got off their boat moored at Loddon Staithe; or left the confines of the village’s central car park on Church Plain…
We’ve sold banner ads on MyFootballWriter/NorwichCity for seven years now; it remains a hard, hard sell. It is a tired and familiar format. And for as long as the local newspapers give it away as little more than a bolt-on to your Page 10 quarter-page ad in the print edition of their wares, it is such a hard task convincing local SMEs of the value of that proposition.
Offering a next generation walk-through ad of the ilk that Voovio serve – and their next target city, conveniently, is Tokyo – however can raise the bar for all concerned.
But there is another opportunity that is hoving into view here; one that was centre stage at a webinar run by the StreetFightMag people in the US last night.
And it comes back to local coupons/offers/vouchers… the stuff that we’re working on here. And, ideally, will have in place before the summer is out.
Because ‘the deal’ that sits behind #21VC is pretty straight-forward.
We’re giving you free wifi access in return for you giving us your location.
I know where you are to the nearest 150-metres now – because you’ve just logged in to that AP point. The same AP point that sits 100-metres away from Co-Op (Loddon). Who can now ping out perishable goods offers to anyone within ‘range’ at 7pm of an evening.
Or we could encourage the Dilraj curry house to ping out an offer of 15% off if they have a late cancellation on a table; Loddon Mill Arts could do a discount rate for one of their comedy nights… Likewise the White Horse.
The pic at the top is the new numbers coming out of that webinar last night that run in conjunction with the Location Based Marketing Association and YP; fresh numbers that might start to justify our faith in this whole local-mobile-coupon/offer space – once you have both the connection and the content to deliver a locatable audience. To be able to pin them down to within 150-metres of where that offer needs to be made.
And I can’t do that when I engage with a local newspaper. I have no idea where my audience is; in the case of the Eastern Daily Press as the number of slip pages and editions shrink and shrink, I could be reading that content platform anywhere from Kings Lynn to Kessingland; and of no interest whatsover to Co-Op (Cromer).
But look and digest those numbers; and I keep hearing that there is no money in local… Really?
The space is exploding. At a huge rate of knots. And the question remains as to who is best placed to take full advantage… Because, to my mind, the local newspaper groups are trailing badly; their ‘connection’ comes off a print press – all too often one located 120 miles away; Sheffield printing Sunderland’s newspapers; Oldham printing Liverpool’s.
You are literally miles away from where the connection needs to be had – and that’s into the palm of my hand off a connection point no more than 150-metres away.
That’s where the action is; that’s where the future lies.
Tonight I’m due to attend a leaving do for half a dozen of my former colleagues at Archant; some 200-years worth of local journalistc ‘brand’ and experience left to face an uncertain future.
Indeed, my old job disappears in the latest round of ‘efficiencies’ as the EDP and the Evening News share one football reporter between them. Neither of my old jobs in provincial journalism now exist. The first one – as the sports ‘editor’ (aka department) of the Wiltshire Gazette & Herald – went in 2008.
This morning I got an invite through the email post; to attend the latest Westminster Media Forum as Steve Auckland, Ceo of LocalWorld, leads a debate on the future of the UK’s local media; amongst those also contributing include Peter Davies, director of content policy at OfCom and Ed Hall, chief exec of Comux – those that have taken it upon themselves to manage the TV transmitter infrastructure behind the new generation of ‘Local’ TV stations about to take to the airwaves in the next 6-9 months.
This was an interesting line from news of the latest roll-out of said Local TV licences; that it was Comux suggesting which TV transmitter mast would be best suited to deliver new stations…
‘The areas comprise 28 proposed towns suggested by Comux, the multiplex operator, as well as further appeals for interest in Swansea and Plymouth which did not attract bids in the previous round…’
The fact that local media policy is still being dictated by ownership of a hill and TV transmitter mast that, conveniently, points in the right direction has long been something of a sore point around here; though I am biased… we are working towards 300 ‘TV’ transmitter masts stretching across the Diocese of Norwich, all riding on the back of the Bishop’s broadband backbone.
#21VC is, a bit like Comux, also in the infrastructure game. Only most UK towns have a church tower; the vast majority of UK towns don’t have a hill and TV transmitter mast to call their own.
What’s happening on the Wirral will be interesting; which way is the Winter Hill transmitter pointing? Presumeably Mr Comux can reveal all.
The person who I am most looking forward to hearing speak, however, is Claire Enders – to see whether she has budged from her ‘ubiquitous’ view of the world; one that dismantled – in a single word – Jeremy Hunt’s plans for Local TV; the birth of which we are about to witness.
And, for me, that’s the single, greatest challenge everyone in that room faces – the question that the Web demands ever more urgently that they answer: ‘Can you go everywhere?’
Because some can.
The UK media landscape lends itself to five ‘ubiquitous’ areas that the Web gets and delights in. Single entities that can offer a simple, networked solution. Scotland (STV), Northern Ireland (UTV), Wales (S4C), London and Local.
Local is both England outside the M25; and local beneath the umbrella of an STV.
London is a country unto itself; they don’t do local. They do London. And they spell media with a j.
Actually there is a sixth – the United Kingdom. We will come onto them in a bit.
So, if Ms Enders’ is right, and the answer needs to be ubiquitous… who is actually in any place or position to command the heights of the UK’s local media landscape into the 21st Century?
They are fascinating; because ubiquity demands the Competition Commission yields to their demands that the merger between Illiffe News & Media and Northcliffe sails through unopposed and unhindered; and doesn’t become a victim of the same, anti-competitive thinking that ran a nasty horse and cart through Global’s best-laid plans for GMG’s radio arm.
Even if it progresses, Local World’s ‘ubiquity’ stops anywhere east and north of Newmarket as Archant takes hold; they can do Swansea, but not Cardiff. Nottingham, but not Coventry.
<They are tied to their medieval print press fiefdoms just as surely as the latest round of Local TV stations are tied to their TV transmitter masts. They can't go everywhere.
Look at that guest list, those that are speaking on the future of the UK’s local media landscape and there is one, huge player absent from the party. Sky’s ‘local’ offering is almost the love that dares not speak its name in those provincial media circles. Few in London luvvie-land even know of its existence.
And yet it commands an audience of 500,000 monthly uniques – on the banks of the Tyne & Wear alone; it can splice and dice premium Premiership football content whichever way it wishes; and, above all, it has a ubiquitous broadcast platform in the shape of TheCloud that can broadcast their content out of every Little Chef, Costa Coffee and Wetherspoons pub in the land.
And if you know where your audience is – just as we do when anyone accesses our wifi AP in one Norfolk village – then you can unlock the whole mobile-local market; the $10.3bn pot of gold that sits at the end of a connection rainbow.
Watch my Newcastle footie goals highlights on my mobile, in a Wetherspoons… and get a local offer coupon for the curry house opposite. That we can do. That they can do.
I have absolutely no idea where you are when you buy a newspaper – and access local content that way.
Right now, I suspect Sky sit and brood. They have built a beast of a local content platform – with all the ubiquitous broadcast ability that anyone could ever want.
Switch on a local ad model – to mobile, to tablet, to the palm of your hand because they know where you’re sat – and they will rip Local World, Archant, Trinity et al a new one in the field of local ad sales; who is the bigger brand Steve? You? Or Sky?
Who has access to the kind of video-led sports content that the boys churning out the back pages of the Bristol Evening Post can only dream of?
And what if their out-bound, tele-sales centres were re-purposed? Not for subscription sales, but for local ad sales?
‘Hi… is that the Bristol Hippodrome? Its Sky/Bristol here…’
And they are playing on Web, on mobile… where the traditional rules of the OfCom TV game don’t apply.
Sky make one move out of the North-East, launch Sky/Leeds and throw half-a-dozen more ‘Mo-Jos’ into the field and the whole local media landscape in the UK – wherever there is a Little Chef or a Costa Coffee – shifts in seismic fashion.
Straight into the laps of the Murdochs with their ubiquitous answer to the UK’s local – and mobile – media needs.
For anyone who has a ubiquitous local advertising platform that is, likewise, about to go to mobile, the rise of Sky in this local space is of keen interest; who knows what conversations have already been had?
But you ignore them at your peril; find them no room at your Westminster table and you’re kidding no-one but yourselves…
Last week I wrote a piece about Sky, about today’s Westminster Media Forum and how any discussion of the future shape of the local media landscape in the United Kingdom cannot afford to ignore events and audiences unfolding on the banks of the Tyne and the Wear.
I tweeted the link to the piece and a Sunderland student – Sam Jermy – tweeted a reply…
‘@RickJWaghorn @ashleyhi Good read mate. Sky T & W are literally everywhere, even filmed my local rugby team for their website!
Its one tweet; one student; one opinion. But on the basis that Sky/TyneWear is driving 500,000 *plus* monthly uniques off that one, *local* news platform, I would have thought that someone, somewhere would sit up and take notice.
Particularly given the fact that their broadcast platform of choice is TheCloud; that it all comes onto my mobile… via ‘mobile journalists’ rocking up at Sam Jermy’s local rugby club – and, one presumes, winning the hearts and minds of all there. ‘Hey, we’ve got Sky covering the game here today…’
The fact that they are delivering such engaging local content onto a mobile platform would be music to the ears of at least two of the days speakers – Douglas McCabe of EndersAnalysis who opened the show with bar after bar chart demonstrating the explosive growth in terms of SmartPhone and tablet uptake in the UK and Thomas Laranjo, MD of Total Media.
The message from the agency was simple enough – its all about data; of channel shifts, lifestyle choices and outcome measurements. And location. Show me where you are. Where *exactly* are you when you access this content on your mobile or tablet device?
It is why Google and Facebook are giving away wifi access points to the coffee shops of Palo Alto; and why we – via NESTA – have done the same to the people of Loddon, Norfolk. To do ‘the deal’ – connection for location.
There are $10.3bn reasons why mobile-location matters. And why ownership of TheCloud is an act of broadcasting genius.
‘Get closer to your customers with The Cloud WiFi,’ runs the pitch on their own website. ‘The Cloud can provide you with valuable customer data and insight whilst giving you a platform to send targeted messages and promotions, direct to customers in your venue…
‘Targeted messages…that underpin that $10.3bn marketplace.
‘Targeted messages…that can also underpin a new, sustainable and networked platform for local news in the UK if the powers that be decide to roll Sky/TyneWear out of that North-East fastness and into Leeds, into Manchester, into Birmingham and on even into Kent, where KM Group chairman Geraldine Allinson confirmed that she would welcome another commercial player into her patch – after all, we’re all for plurality in the regional newspaper business; it makes discussions with the OFT so much easier if there is genuine competition for local ad spend.
Far better, clearly, to have Sky/Kent on your doorstep than a council newspaper nicking your ads or the BBC nicking your stories.
Personally, if I was Ms Allinson I’d want Sky knocking on my local advertisers door about as much as I’d like a hole in the head. In fact, I’d rather take my chances with the local council and Auntie.
If I was Kent punter? Well, on the basis of the 500,000-plus monthly audience currently accessing their pilot platform in the North-East, Sky must be doing something right content-wise. And if it works on the banks of the Tyne and the Wear, it must have every chance of working on the banks of the Medway.
But here’s the point.
No-one appears to be getting the message that Sky are on the cusp of delivering something remarkable in the local media space. Not The Guardian – for whom the BBC is still the prime villain of the piece. And in dismantling the current Local ‘TV’ framework and questioning the level of engagement there is between local consumer and local media outlets, Roy Greenslade appears to ignore the numbers that Sky are pulling. Out of *one* local patch.
This line stands out – albeit in reference to Local World’s valiant efforts to pull together enough of the regional newspaper groups print ad inventory to ’sell’ into the national brands and their agency brokers on a unified basis.
‘This commendable effort by those publishers has to be seen in context: they are selling space in traditional print brands that are household names within their communities. Local TV channels will not have that benefit.
‘In the end, advertisers will spend money only if they can be assured of good ratings. Audiences and advertising go hand in hand. If the former is not there, the latter will not be interested.’
Who is the bigger ‘household name’ in Kent? KM Group… or Sky? And who is pulling the audience that national advertisers so love?
Of course, the irony for GNM is that they got their first – they were in local; in Cardiff, Edinburgh and Leeds, before deciding that their commercial future was in Manhattan and Melbourne. They bugged out – only to leave the way wide open for the Murdochs to pile into that $10.3bn mobile-local marketplace and potentially re-invent the UK local media landscape in a manner wholly befitting the ’social, local and mobile’ world envisioned by Google’s exec chairman, Eric Schmidt.
To abandon 500,000-plus Sky local fans in Tyne & Wear now would be a huge disservice to the future of local media in the UK; The Guardian have alreday done that once – and set the cause of hyperlocal journalism back by at least two years as they headed across the Pond.
Sky are so close to cracking this nut. They have the content, they have the connection, they have that initial audience… work out the commercials locally, and they have every chance of being the player in this space.
And what of OfCom?
Well, in his opening remarks, Director of Content Policy Peter Davies made it clear that any discussion of SmartPhones, of mobile technology and connected TVs was for another day.
Today was about local radio and local TV; of the type that was broadcast from the top down; off a TV or radio transmitter mast. As in the one on a hill above Mold.
A world not so much turned upside down… as stood still.
I’ve never met the luckless Ms Miller, for whom the knives appear to be well and truly out.
She is, it appears, not flavour of the month with either the Daily Telegraph or the Daily Mail right now; which given their leverage with the grass-roots Tory faithful doesn’t bode well for the Minister’s future.
The Telegraph were busily ushering not just her, but her whole department out of the door this week. Across at The Mail, and another kicking was being delivered.
‘What is the point of Maria Miller?’ asked Quentin Letts.
I’ve never met the good lady and, if both papers have their way, am never likely to.
But I have to say, I feel slightly sorry for her – if we deem the games people play around that Cabinet table to be poker-esque in nature, she hasn’t exactly inherited the strongest of hands. In fact, minus the full house that was over-seeing the Olympics, Jeremy Hunt’s bequest policy-wise would stretch even the fiendiest of political minds.
The Chancellor, apparently, is giving her short shrift on the basis of ‘her department’s failure to swiftly roll out a high-speed broadband network…’
That would be the same BDUK/broadband roll-out that demands local authorities and the incumbent provider, BT, working hand-in-hand to deliver on HM Government’s ’super-fast’ promises when – in every reality – we will all be left dangling at the end of a 19th Century copper wire for the forseeable future? It is FTTC, not FTTH. Wherein lies a whole heap of difference.
And besides, BT have more on their mind than delivering FTTH to the furthest, marginal constituencies of the kingdom; they have live Premier League football to squeeze down those copper wires – if the kids aren’t upstairs on their Facebook page and Mum is on Skype to her sister…
Nor is the EU about to ride to Ms Miller’s rescue as £7bn worth of broadband infrastructure funding disappears over the nearest austerity horizon in a triumph for joined up thinking on the European stage.
Thank heavens for the good Bishop of Norwich who at least is ploughing his own course on this one. He is not waiting for the men – and women – from the DCMS, BT or Norfolk County Council to light up the digital lives of those in rural Norfolk any time soon.
#jfdi says the Bishop.
Then, of course, there is the fate of the UK provincial newspaper industry; sat somewhere near the bottom of the Minister’s in-tray must be various exhortations from the Newspaper Society to try and stem ‘the stampede to irrelevance’ that one of their own now forsees for them. Best of luck, Maria…
And then there is the other ‘crown jewel’ of DCMS policy – if we lay aside the London meeeja morass that is the enaction of Leveson – which is, of course, Jeremy’s pet baby, Local TV. All of which is now due on Ms Miller’s ‘watch’ – and not his.
Which must be a b*stard child to inherit, if ever there was one.
And if I was one of Ms Miller’s people sat listening to the latest ‘informed’ debate that provided the bulk of the conversation at the recent Westminster Media Forum, I would have found nothing to convince me that a huge policy success awaited later this autumn.
In fact, I would start to get a chill in my bones – and seek a swift exit out of there.
Given the level of BBC (aka UK tax-payer) funding that now rides on those initial 20-odd Local TV licencees delivering – as well as the technical infrastructure capabilities demanded of Comux in terms of delivering the right masts pointing in the right direction at the right price – the lack of scrutiny as to who, exactly, might make the starting line on time appears to bode very ill.
Talk to one or two and my sense would be that may be less than half of those funded to launch a new ‘Local TV’ station will actually take to the airwaves. Many can’t make the numbers stack; even less would appear to understand what the word ‘ubiquitous’ means and how it is fundamental to what will, and won’t, work in this digital space.
And certainly when it comes to attracting the national ad bucks seeking such local spaces, one size has to fit all if the agencies and their trading desks are ever going to get into this to a meaningful and sustainable degree.
But there is another ticking time-bomb which Ms Miller has – you hope – to be aware of. And it one that is not going to make her life any easier.
Because as we’ve muttered countless times before, the people making the most sense in this whole local space are Sky.
They have 500,000-plus ‘locals’ voting with their fingers mobile and web-wise on the banks of the Tyne and the Wear; numbers that do little to support Roy Greenslade’s contention that the demise of local media was, in part, a reflection of a disengagement from the whole ‘local’ concept – a ‘fact’ underlined by the lack of numbers engaging with the democratic process at a local level.
I disagree – I sense no disillusion with the forces of ‘local’; far more a disengagement with the forces of a centralised, ‘top down’ and London-centric world who – even in 2013 – are asserting a media policy down from ‘on high’. And the politicians and the policies to match.
Stand back from the Westminster froth and fray and if I was Ms Miller, I’d happily let someone else step up to the plate…
Michael Gove, ideally. Let his lips wrap round this particular poisoned chalice…
The best piece that I have read of late concerning the young man holed up in Hong Kong came from Mathew Ingram in PaidContent.
In essense, it goes back to this sense that journalism in the Digital Age is now a process, not a single product; a never-ending story that might start with an old-fashioned ’scoop’ – to which all concerned deserve the usual credit – but, thereafter, assumes a life of its own; one that, invariably, takes twists and turns beyond the ken and control of its original authors.
They merely gave the roller-coaster wheels. And are left to ride – and report - the backlash and the questions as they both inevitably follow.
Or as Ingram describes it: ‘The reality is that some or all of the stories we’ve seen about PRISM and the NSA would likely never have seen the light of day if it wasn’t for the Guardian and Post reports.
‘Does this qualify as “journalistic malfeasance?” Hardly. In some ways, it’s a perfect example of the idea of news as a process rather than a finished product — reports about a secret document trigger a host of other reports, and eventually more of the truth emerges…
Which pretty much sums up where serious journalism is these days; you have one, fleeting moment when you ‘own’ a story and then it belongs to the crowd.
Unless, of course, you continue to ‘own’ the source. In this case Mr Snowden whose precise whereabouts I’ve lost track of. Other than that he’s in Hong Kong (aka China). Somewhere. Holed up in a hotel room or a ’safe house’; safe, presumeably, from prying PRISMs.
There was one line that revealed more of his whereabouts in Ewan MacAskill’s piece about ‘How the spy story of the age leaked out…’ and how the story as a process was now in full flood.
‘He has gone underground for now. But this saga is far from over…’
Clearly not; ‘brand’ Snowden will join those of Assange and Manning as the heroes and/or villains of our time; depending on which way your world view bends.
But what intrigues me is how this will all play out for the other ‘brand’ central to the telling of this tale; that of GuardianUS – upon which something akin to the farm has been bet; 57 staff and counting according to the NYTimes piece that re-told the story of the ’scoop’ and the motivations to make a ’splash’ that drove it on. And they turned to Charlie Beckett of Polis for a quote:
“The Guardian is desperately trying to become globally recognized. They do it because they care,” Mr. Beckett said. “But it’s also part of their global business strategy.”
Their splash they have; now they are making big waves in Washington.
Whether, however, they are winning the hearts and minds of their new audience and establishing the kind of ‘brand’ presence that the volume ad guys along Madison Avenue will demand of them is another matter. Finding real, lasting commercial value out of the Snowden scoop is a big, big challenge – particularly when the very nature of the top down, algorithmic ad beast is ripping value out of that eco-system at every turn.
The LumaScape doesn’t make for quick wins. Complexity still reigns.
The sheer cultural challenges that face the Guardian in attempting to ‘crack’ the riches that it perceives lie across the Pond were summed neatly by one of its very own:
Charles Arthur @charlesarthur11 Jun
(It’s almost criminal that @GuardianUS has only 56K followers. US people, pls fix.)
Though it has now added another 2,000 followers since Arthur’s plea, if we view Twitter numbers as an albeit very crude judge of ‘brand’ following, it still pales into insignificance compared to the @NYTimes .
It has a way to go to overtake the @BostonGlobe and the @MiamiHerald
Two years old, a staff of 57… why should anyone expect any different when faced with the might of US print behemoths with 150-years plus of brand build and audience awareness behind them?
But those numbers have to change if the ‘brand’ is to drive the big bucks it needs back at King’s Place.
And here would be my other concern; 150-years worth of audience awareness – in every likelihood – gives their US conterparts a far cuter sense of what does – and doesn’t – play well with their own audiences.
Meddlesome Brits replete with a liberal ideology born out of Islington and not Arlington could yet prove to be a tough ’sell’. Particularly, I’m guessing, if the perception emerges that you know where the star of the show is, but the US authorities don’t.
As the whole Assange saga only proves, fugitives from ‘justice’ – however right or wrong that justice is deemed – can prove to have very messy endings months further down the line when the story ‘as a process’ has long ago run its course. In the sense of any on-going commercial worth.
And it also assumes that ‘brand’ Snowden keeps its current shiny lustre; that it doesn’t become tainted by new and fresh revelations unearthed by the masses. At which point, being a mere second to such a scoop might look rather more attractive; the cost – both financial and reputational – of such a high profile story and the single individual at the heart of it that then, together, go sour on you might prove to be something you didn’t immediately bargain for when trying to crack that US nut.
The nut upon which your commercial future as a global voice of conscience hangs.
This made for a very interesting read.
It is a blog piece by Ed Mayo, Secretary General of Co-Operatives UK, of a new initiative they are running with Carnegie Trust UK to try and stimulate new, sustainable thinking with regard to the future of local news in the UK.
Much as NESTA have done with their DestinationLocal programme, of which #21VC was a part.
Roadshows up and down the country are encouraging people to come forward with new models for local news; fresh thinking and innovation in the local space… it is, ‘an opportunity to make local media work as a sustainable business and help to protect our democracy through local accountability.’
In other words, how do we keep our Ben reporting on the affairs of Loddon Parish Council in a sustainable fashion?
Well, by empowering the likes of Co-Operatives UK to advertise and ‘message’ around the likes of LoddonEye.
Financial sustainability for such ’21st Century Village Correspondents’ as Ben Olive will come via unlocking the door to a ubiquitous, local advertising platform for each and every branch of the ‘Co-Operative’ family to deliver highly-targeted and wholly relevant advertising spend into such prime, local spaces as that which surrounds LoddonEye.
As the only local store in the village of Loddon, why wouldn’t I want to place my ‘message’ here? Simple, transparent and serving the needs of a local community – keeping democracy alive at that parish council level.
But we can do more than that. Why not ‘walk through’ your local village Co-Op? Just as we can with the local pub and arts centre.
Above all, now we have your location fixed via connection to the nearest wifi portal – one sat little more than 150-metres away from Co-Op (Loddon) – why don’t we tap straight into that exploding local-mobile market-place and ride to the rescue of local accountability?
Because why wouldn’t I want to deliver local vouchers and coupons to anyone within walking distance of my local Co-Op? An idea that we have already punted out to their Loddon customer base… here.
The picture at the top of this page is what happens when you look for ‘Lichfield, Staffordshire, UK’ here.
What is fascinating for me is just what combined local ad spend those dozens of local businesses have at their command.
That if you added the ad spend of the Britannia on Market Street to the Co-Operative Food Store on the Square to the Midcounties Co-Operative Funeral Service on Birmingham Road to the Co-Operative Pharmacy at the Greenhill Health Centre to the Co-Operative Travel Shop at Boley Park… whether you have enough enough local, marketing muscle financially to offer a sustainable way foward for our long-time friends at LichfieldLive.
By exactly the same token, could not the various branches of the Co-Op family in Newcastle, breathe new life and fresh vitality into JesmondLocal?
Particularly if each and every local Co-Op therein was empowered to pump out local offers and coupons into those in the vicinity.. perishable goods offers to mobile devices at 7pm of an evening to anyone within walking distance of that particular store?
Sure, there’s a lot of talk. No sign yet of anyone being able to walk this walk.
But we’re close to a re-launch; close to giving Co-Operatives UK one single, console from which they and their marketing agencies can direct their local ad spend into each and every nook and distant crannie of the local news landscape in the UK – in a ‘ubiquitous’ manner that is way beyond the ability of the regional newspaper groups to offer, fractured as they are by their medieval print circulation fiefdoms.
It is also beyond the wit of the ‘top down’ ad networks for whom the term ‘local’ remains something of a mystery; their models are bust and broken. Value is wholly lost in the LumaScape – a total ‘clusterf*ck’ as one leading media analyst recently described it. The ad industry has to turn itself upside down to get this space to work for them.
The future is ‘bottom up, not top down’; it is ‘collaborative, not hierachical’ - so Cindy Gallop told GMG’s ‘Changing Advertising Summit’. I suspect for collaborative, we could equally read ‘Co-Operative…’
And if we don’t offer the precise solution for Co-Operatives UK, then – courtesy of the Technology Strategy Board – we can let them help themselves to our forthcoming Public API; give it to their own, in-house developers and build a new, programmable interface upon which they can then start to service the needs of both their own local, marketing teams and those of the local news platforms seeking survival in this new digital landscape.
But to find Mr Mayo and the Carnegie Trust reaching out for new models to save local news is, for me, a hugely significant moment in the history of the UK #hyperlocal space.
Because the Co-Op still have a heart that beats local; and maybe, just maybe, we have a key that can enable Mr Mayo to put his money where his mouth is… and deliver a sustainable future for local news in UK.
For a while now, this has been getting on my nerves.
It is an invite from BT to have unlimited access to their wifi… from £3.50 per hour. Maybe if I was a customer, the story would be different. But I’m not. So I’m left to ponder paying £3.50 for an hour of BT’s time.
The screen pops up all over the place; as I’m trying to find the free wifi in a Starbucks; or the free wifi that The Cloud offer in any Costa, LittleChef or Wetherspoons; or, of course, the free wifi that the #21VC project now delivers to the good folk of Loddon, Norfolk. We are, after all, now also in the connection business.
So I am, in short, not about to cough £3.50 for an hour of someone’s wifi time. And nor will I be alone.
In fact, I strongly suspect that on those more challenged of estates the length and breadth of the country – containing the kind of hard-pressed communities that local authorities are desperate to engage with – none of those b*ggers will be lining BT’s pockets either. They will, however, have a SmartPhone somewhere close to hand.
As Alex Aiken, HM Government’s in-coming head of comms knows all-too well – the place to ‘message’ people facing the deepest of welfare cuts and reforms this summer is on their mobile phone.
A fact not lost on, say, Cardiff City Council who last week – in time for the DigitalCardiff week – announced that they, too, would be joining the free wifi revolution.
I could get ‘free’ wifi off BT; I just have to pay for one of their broadband packages first.
Which I won’t do… whilst my connection to the Digital Revolution is left to hang by a copper wire.
There is a number of reasons why BT's policy with regard to wifi looks wholly misplaced in terms of the #SoLoMo world imagined by Google's exec chairman Eric Schmidt, but one is about to be given a full and nasty public airing this month as the National Audit Office runs the rule over the whole BT/BDUK roll-out process.
It has already been trailed heavily by The Telegraph; who have an easy bedfellow in the shape of The Countryside Alliance for whom the whole, BDUK process has become something of a mainstream passion. Ruddy-faced English squires – in shires up and down the land – can’t process their DEFRA paperwork off a copper wire.
They are looking to give someone a good kicking…. And serving FOI requests is them getting political.
“It has been three years since the Chancellor announced the project and yet only £3million of government money has been spent,” said the CA’s exec chairman Sir Barney White-Spunner.
“For rural people still struggling with no or an unreliable internet connection, this is simply not good enough. Unless there is a rapid rollout we are in danger of the digital divide growing even wider and the economic recovery of the country being held back.”
BT aren’t short of coppers when it comes to securing the rights to Premier League football; they have splashed £1bn on the beast; and all with the promise of ‘Free footie!’ – or at least for those that pay for their broadband services.
All of which will do even less to endear themselves to The Countryside Alliance and dozens of rural MPs who will have had their ear bent on all-too many an occasion by constituents unable to access the Digital Revolution through a copper wire.
It is a huge policy failure at the heart of Government; with fingers likely to point in many a direction – not least at BT.
This is not a good line from that Telegraph piece; the BDUK roll-out programme is: ‘…a train crash waiting to happen and the train appears to be accelerating rather than slowing down at the moment…’
It will, inevitably, find people casting around for alternatives that are working; at which point the Bishop of Norwich might need to stand up and take a bow.
It remains no coincidence that one of the authors of the House Of Lords Select Committee Report on broadband delivery is fast building a broadband network of his own in Norfolk.
Upon which we have then hooked our first rural, wifi portal.
And offered a free, public wifi service off his nearest church tower.
So, for me, this is the challenge that is now facing BT.
The world is going free. Free apps, free wifi, if not wholly ‘free’ footie.
The world is also going mobile. Every last survey screams out the fact that we will live our lives off a mobile device; we will not be tethered to a copper wire.
And yet they insist we do both. That’s what their current commercial models demand; principally because that’s what their infrastructure commands – that connection comes from out of their duct; it doesn’t come down, for free, from on high.
I and the Bishop would beg to differ. As might the Countryside Alliance. As might dozens of rural MPs.
There could be blood on the walls once the NAO’s damning report goes public.
A quick, tea-time poser: what have Julian Assange, Lord Leveson and Edward Snowden all got in common?
Answer? They’re all a f*cking mess.
As far as I’m aware, Assange is holed up in the Ecuadorean Embassy, Leveson is holed up in the House of Lords and Snowden is holed up in a Moscow Airport. Apparently. If he’s not on a flight to Bolivia. Via Austria. Or wherever.
Stateless. Or not, as the case may be.
Leveson is, of course, deep in the political long grass, aka a royal charter and the Privvy Council. Plans to bring him back out into the limelight again on July 24th have been put on hold. Apparently not enough Select Committee MPs can be found to quiz the good lord on the future of Press regulation. They’re off on their hols, presumeably.
As for Assange, I have this image of him on a camp bed in the Ambassador’s study; still able, however, to take the luckless Mr Snowden under his Wikileaky wing.
Today and it was the turn of Latin America to rail against the Yankee imperial yoke as fingers pointed at Uncle Sam with regard to re-routing certain flight plans.
‘The United States has yet to comment, but the longer it remains silent, the stronger will be the suspicions that it leaned on France, Spain, Portugal and Italy to deny permission for Morales’s plane to fly through their airspace, in effect putting the hunt for a US whistleblower above international law and the rights of a president of a sovereign nation.’
Wrote The Guardian. For whom Snowden, alongside Assange and Leveson, are something of cause celebres… if not book opportunities.
The Guardian’s Snowden man – Glenn Greenwald – could be found fulminating over the fact that everyone was losing sight of the ‘real’ crime here…. whilst a Guardian editorial continued with the high moral tone that was injected into the piece above, albeit admitting that his current residence in a Moscow airport led to a clouding of the story.
Snowden was a whistleblower, not a spy. And as such should not be charged under the Espionage Act.
‘It must be for a civilian jury to decide whether Mr Snowden’s actions are more troubling and significant than the documents and practices which he has exposed. Mr Snowden must be able to come in from the cold. And America must do more to help make that happen…’
Greenwald’s accusation that EU leaders could be found ‘play acting’is a classic of the ‘No shit…’ genre that bedevils the Guardian’s best intentions to re-write the world’s rule book to their way of thinking.
That’s what European political leaders do. Play act. They’ve been hamming it up for 1,000 years; be it the Dukes of Savoy or Viscount Rothermere – all know what the long grass looks like and how to cloud any seemingly, straight-forward moral issue overnight.
People in GCHQ spy. Really? Maybe if they had spied that little bit harder, then maybe Martine Wright might have both her legs today.
That’s the moral maze you enter into; the ambiguities that ‘cloud’ the whole, privacy debate; there are no certainties.
And equally people appear to forget that being lectured to from the smart, media salons of London is not something that America takes kindly to. They went to war over it at least twice, fought a revolution and forged a nation out of saying ‘F*ck you!’ to English interference in their domestic affairs.
I suspect Washington is not about to overturn 250-years worth of history on the back of another liberal lecture from The Guardian.
And here’s the other problem. Whether you view Snowden as a spy or a whistleblower becomes almost by the by; what he then becomes is a fugitive from ‘justice’ – whatever your view of that ‘justice’ is.
And it is never about the reality; it is the perception here that is key – certainly to unlocking the commercial doors of the US. Upon which rock, of course, the Guardian’s long-term commercial survival is pretty much founded.
If the perception Stateside is that they are siding with a fugitive from US law and lecturing the President into the bargain is this going to win them any more favours with Madison Avenue Adland?
Upon whose favour Glenn Greenwald’s long-term employment prospects with The Guardian depends. As does David Leigh’s. And Janine Gibson’s.
Because I want them to be there watching over authority in five, ten years time. To make the globe a better, more liberal world for my 13-year-old son to enter into as an adult
But as you watch the stories of first Assange, then Leveson and now Snowden unfold and watch how the real world muddies the waters in an Internet instant, you fear that The Guardian is even further away from finding a secure, commercial footing in a world long peopled by hoods, sharks, spooks, pimps, Press barons and politicians.
All of whom will take great delight in screwing Snow White.
The above is a map of the Tyne & Wear Metro – a ‘network’ of 60 #hyperlocal stations that stretch from Newcastle Airport in the west to the mouths of the Tyne and the Wear in the east.
With funding now announced to drive enhanced wifi and wireless function through its entire length, between the operator Nexus, and the relevant local authorities, they now have a network of 60, super-connected ‘hubs’ through which they can engage with their local community as they travel around the region.
Because overnight they will become location-aware of anyone utilising that free wifi – as opposed to paying BT the privilege of £3.50 an hour for a FON hotspot that doesn’t travel with me through that tunnel or over that bridge.
With such location-awareness comes a $10.3bn opportunity – to deliver highly-targetted mobile and tablet ads to within one Metro carriage.
Equally, arrive at a wifi-enabled Metro station and I – the local business – will know where you are too. Have a coupon for the local, independent coffee shop in Whitley Bay; get 25% the tanning shop on Jesmond Hight Street… both of whom are now armed with the knowledge that you are, say, 250-metres from their front door.
And, equally, when you’re there… So I have a table free at 10.30 at the local curry house in Gateshead; ping me an offer on my mobile as I stumble out of the Metro…
Put another way, that network of #hyperlocal advertising opportunities stretches right across Trinity’s Newcastle Chron ‘patch’ to the north; JP’s Sunderland Echo patch to the south.
Nexus and NewcastleCC have access to a network and not a silo… and that is crucial to understanding what may or may not work in this Digital Age.
The guy from Nexus was duly more than happy with today’s announcement as his services become super-enabled connection-wise.
‘This funding commitment will let us develop proposals for improved wireless and Wi-Fi connectivity allowing much faster internet connections for passengers throughout their journey,’ said Tobyn Hughes, deputy director general of Nexus, as the official statement was released across the North-East.
But more telling was the comments from the local council; what ‘benefits’ it can bring to their service delivery. It can, quite literally, deliver benefits right into the palm of their residents hand. They can ’shift channels’.
‘Having wi-fi on the Tyne and Wear Metro brings 21st Century services to our transport infrastructure,’ said the leader of Newcastle City Council, Cllr Nick Forbes.
‘Getting everyone connected is a real challenge but it is something we are determined to do – not through coercion but – by demonstrating the benefits.’
He is talking the language of local authorities up and down the land – of delivering services and benefits to where people actually live their lives, on their SmartPhones.
Particularly as a local authority like Newcastle seek to connect with their more disadvantaged and challenged residents in these increasingly harsh, economic times. Where are they? OK, they’re there… Playing on a mobile games app courtesy of the free wifi on the Metro…
Right, have a message… a coupon… a voucher. For free dental care; fresh vegetables; childcare vouchers; MMR jab reminders. And whilst I’ve got your attention, pay this… remember that… join this.
This is the deal here. The most useful thing we can do as a local authority is deliver you free wifi. That’s the point at which you, hard-pressed resident, engage with us. But delivering such usefulness for nothing comes at a price – and the price is your location.
And if Newcastle (and Sunderland) can ‘find’ folk on each Metro train and at each Metro train station, so Cardiff will do it off every bus and bus-stop. That’s where their cash is being splashed.
<Courtesy of NESTA's DestinationLocal programme we, of course, have one wifi access point in one Norfolk village. Nexus will have 00s. As will the council.
But if you build a portal into your thinking so you can start to weave council services into the proposition that greets those logging in…
Or else build yourself a transport or local news app that allows for a local authority ‘message’ to be delivered into that #hyperlocal space with the kind of ‘Germanic’ efficiency that HM Govt’s new head of comms, Alex Aiken, was demanding of his Welsh brethren.
And it is in that whole, ‘Go build!’ mobile app space that we hope the new Addiply platform can play its part in making ever greater use of the equally new, wifi network about to unfurl itself on the banks of the Tyne and the Wear.
Because we have an API that is due to be made public this summer; free and open; it will sit here… http://www.3scale.net/
Free and open for any local app or mobile developer to weave into his or her own application, all the time tapping into that $10.3bn market-place for mobile-location advertising that is about to blossom in their own back-yard.
That is what is really exciting, for me, about today’s announcement.
People have the chance to build here; new tools that can help a city’s socially and economically challenged communities re-engage with their local authority, while local SMEs have the chance to re-vitalise their own commercial fortunes by directing their precious local ad spend in an ever-more targetted and smarter way…
That, at least, would be my hope.
I’m late to this. It was John Paton’s keynote to the Global Editors Network News Summit in Paris last month.
‘The Past Can’t Buy The Future’ is typically forthright; typically straight; typically blunt. And all the more brilliant for it.
I get the sense that people dismiss Paton as some Harbinger of Doom; the First Officer on the SS Titanic; the one that actually recognises that the old fashioned newspaper model is fatally holed beneath the waterline. Others, of course, let the band play on in the ballroom…
But there are some great lines in there.
‘Those editors resisting change are aided and abetted by lousy CEOs and news executives who refuse to take the necessary risks to build this industry’s future.
‘Why? Because the past is safe. The past is known. And while holding onto the past will surely kill our future, for many executives it is still a great way to earn a living – just as long as it lasts…’
How long will it last? Paton throws some numbers out there. And a timescale. Of five years.
‘For every $1 of operating profit today:
– If what happened in the past
– Happens in the future
– And we don’t do anything to change that future
It says that $1 of operating profit will turn into $0.56 of loss in 5 years.
That’s what no risk taking will get us.’
The message is simple. Doing nothing is not an option. And there is no hope, no future in looking back over your shoulder at past glories revenue-wise.
‘We can no longer treat digital as a bolt-on to our strategy and protect the legacy business. The past doesn’t buy our future…’
All these thoughts came to mind this week with the news that Marc Reeves is returning to his old haunts and taking up the role of ‘Publishing Director’ for Trinity Mirror’s Midlands Division.
It is a fascinating move – and may have many motives.
But having met Marc on a number of occasions and thoroughly enjoyed his company and his conversation, I wonder whether he has a Paton in him.
Because he ‘gets’ the new world order.
Go back to the ill-fated IFNC process and he – alongside another champion of hyperlocal, Will Perrin – were sat in the bowels of OfCom working out which new models of local ‘TV’ might work. For Wales, for Scotland and for the North-East. This, of course, was all under the last Labour government. Before Jeremy arrived with his ‘vision’.
And one of those winning propositions was for WalesLive. A partnership between UTV and NWN Media, somewhere in the small print of that bid document was a hyper-local ad platform called Addiply.
What wasn’t in that bid document was a TV transmitter mast that would broadcast to the people of Mold, but not of Swansea. And nor did the PA/TenAlps/TrinityMirror model for the North-East rely on a TV mast. They were all digitally led.
He is, in short, a man who would see virtue in Paton’s call to digital arms. And would equally get the urgency of his task. The clock is ticking.
By the ‘Mutter Metric’, the Birmingham papers are leading the regional newspaper industry’s ’stampede to irrelevance’.
And, of course, they will – in theory – face a new commercial challenge locally this winter with the launch of CityTV Birmingham; winners of the OfCom Local TV licence for Britain’s second city. I presume everything is still firmly on course for that January 1, 2014, launch – it’s hard to tell off a CityTV website that hasn’t been updated since last November.
But it is a ‘game changing’ event for Birmingham. As are the other 18 ‘Local TV’ stations that are due on air in the next 6-9 months; transmitter direction and weather permitting.
So, here’s the thing…
I wonder what remit Marc has been granted as the in-coming ‘Publishing Director’. Marc ‘will have responsibility for all publishing activity across the Midlands…’ appears to be the quote; with the commercial teams also working closely with the returning Post editor.
But does he arrive with a blank piece of paper? A kind of ‘Do whatever it takes!’ brief to keep TM’s Midlands titles afloat – in whatever shape and guise he can. In which all bets are off; all options open?
What do we actually know about the media landscape that he returns to after four years out in the ‘real world’ bereft of tree-stainers? That SmartPhones are ever more prevalent; that the mobile-location market-place is exploding; that Birmingham City Council is – in common with Newcastle, Cardiff, Carlisle, etc etc – is about to roll-out free city centre wifi and that CityTV Birmingham won’t cover Coventry. And kind of peters out around Birmingham Airport.
But, as we know, you deliver free wifi to every city centre lamp post, bus stop or Metro station and a whole new world of location awareness opens up.
I am, by contrast, not aware of your location when you’re either reading the Birmingham Post newspaper or watching CityTV Birmingham. I can only guess that you’re somewhere ‘local’.
I can’t pin you down to the nearest bus-stop; to the nearest 50 metres.
So, here’s the thing. What’s left to cut within TrinityMirror (Midlands)? What extra shave revenue-wise can Marc make that hasn’t already been made? Just how radical does he want to get?
OK, here we go… a Paton moment for Marc to ponder.
Switch off the print presses as and when that metro wifi platform allows; deliver your Mail and Post content around a channel-driven portal play that covers the whole of Birmingham city centre – and locates your audience to the nearest 50 metres. And repeat in Coventry.
By offering free wifi, you have a captive audience for your content the moment that they log into that landing page – use it. Grab their attention then… and offer your advertisers the chance to deliver highly-targetted, mobile-led messages and offers into that space. Into the palm of their hands.
If you prefer, swap one ‘print press’ for 00s. Rip that cost base out of your numbers and concentrate on delivering great journalism to where people actually live their lives.
‘I have no doubt about a bright future for journalism,’ concludes Paton. ‘And I have few doubts that smart, risk-taking legacy news organizations will be successful in the future. But only if the tough decisions on current costs and the necessary investment risks are taken now…
All yours, Marc. Change the game.
It must have been four or five years ago that I first trooped up the A14 to visit Birmingham without my football writer hat on; in fact OutWithABang was all but born after one of Paul Bradshaw’s early JEECamps.
Since then I’ve been back a number of times; most recently to speak at Birmingham’s Digital Newsday at the BBC’s Mailbox some six months ago.
The Slideshare I delivered that day is here.
Slide 9 is the interesting one; its the one re-printed above. Its where we start to talk about how much mobile location matters; why there are $10.3bn worth of reasons why Birmingham City Council and VirginMedia might be getting this very right.
So tonight’s news that the pair are going to roll-out free and unlimited wifi across the heart of the city is, funnily enough, of huge interest in these parts. It could yet be a game changer in the delivery of local news.
Something that we’ve muttered about before…
Just the other day, in fact.
‘The WiFi service will roll out for residents and visitors to Birmingham from September and will be completely free of charge,’ said the VirginMedia release, in an instant rolling a huge tank right across BT’s front lawn with their paid-for BTFon wifi hot-spots.
‘There will be no usage limits so people can use the service for as long as they need to and will support high bandwidth services like video streaming or online gaming…
Double doh, BT…
But there was another line in the release that caught my eye: ‘Small cells are miniature base stations that allow mobile operators to precisely target where additional coverage and capacity is required…
I presume small cells are also miniature base stations that allow mobile operators to precisely target where local advertising is required…
Down to, say, the nearest lamp-post. A possibility that has already been discussed with the good comms folk of Wales. Only in their case it was bus-stops. And how we ‘message’ such challenged communities as that which sits on the Gurnos Estate and might be found playing on their mobile games apps downloaded off the nearest free wifi.
<We have a Public API that goes live later this summer; we can now empower mobile app developers to integrate such lamp-post level 'messages' as we demo'd to CommsCymru into their own games apps. And, in so doing, enable Birmingham City Council to channel shift their own 'messages' to the more challenged communities of the West Midlands.
Off the nearest, VirginMedia-powered wifi'd lampost.
And thereby deliver both a new ROI on their decision to ensure that Birmingham will ‘be ready to lead in the rollout of the latest wireless technologies.’
Tonight’s news – in my opinion – isn’t all good news. Not if you own either a print press or, indeed, say the Sutton Coldfield TV transmitter upon which the likes of OfCom, DCMS and a Canadian TV entreprenuer are pinning such hopes.
In fact, if I was one of those charged within OfCom/DCMS in delivering Jeremy Hunt’s ‘vision’ for the future of ‘Local TV’ in the UK, I would be getting quite queasy – knowing that VirginMedia can shortly ‘broadcast’ live video into the palm of people’s hands.
And all off a timetable that could yet trump the arrival of Birmingham’s own contribution to the new ‘Local TV’ roll-out, CityTV Birmingham. Another call from Margaret Hodge and her Public Accounts Committee could yet await.
‘This is game changing for Birmingham…’ said Debra Davis, the chief executive of CityTV Broadcasting.
No, I think the real game changer here is unlimited free wifi off your nearest lamp-post. Not what comes down from on high off Sutton Coldfield TV transmitter and sits there in the corner of your lounge of an evening.
Because this would be my fear; sat in the bowels of the DCMS; charged with delivering 19 local TV stations over the next 6-18 months.
They could be dead in the water before they even take to the air; the audience will have moved on… as will the local advertisers. Both playing in the mobile space; newly enabled by VirginMedia and Co.
And Co? Here comes the Big G, according to the Wall Street Journal. And they are looking for lamp-posts, not TV transmitters. And they do location-based local ads, too.
As for Canada, well according to the Toronto Star, they have an interest in all things Brum and TV.
All yours, Mr Podzyhun.
In the summer of, I think, 2010 – and one Chris Condron will be able to confirm as he, too, was in the room – I essentially facilitated a meeting in Victoria between a certain, very large infrastructure company and the Press Association.
At the time, there was a plan afoot to deliver a metro wifi solution for the centre of Norwich.
It would have been three years ahead of the game now being played out by the likes of Birmingham, Newcastle and Cardiff – all of whom are now flush with the cash that would have gone into high-speed broadband but for intervention from the EU.
So the Super-Connected Cities programme with its Urban Broadband Fund has – in effect – become the ‘Urban Wifi Fund’. And off each council goes, ‘lighting up’ every bus stop and lamp-post it can find.
In many senses, they are playing to the rules of Eric Schmidt’s game at Google; building platforms that are ‘Social, Local and Mobile…’ and not ‘Social, Local and PC…’ And they are also all going down the free route. Which as we have muttered before, causes BT a problem metro wifi-wise.
But, anyway, this is all sooooooo 2013. Back in 2010 and I was delivering presentations at junior board level as to how channels of local content – supported by local ads – could help deliver a new, ROI for those seeking to ‘light up’ such city centres as Norwich. And credit where credit is due; the then MP for Norwich (South) was instrumental in making the original connections.
One of those portal ‘channels’ could, of course, have been a national and international news channel; as delivered by the Press Association. They could deliver weather; and show biz – videos from last night’s red carpet; Cheryl in her new dress.
Sticky, engaging content that would drive audience and eye-balls before everyone disappeared off into the depths of the mobile web via that free wifi connection.
It was – looking back – one of the more bizarre meetings of my time in this space as two, wholly different cultures collided over a PA boardroom table.
Not in any fraught way; just in a total ‘Do not compute, do not compute…’ way from the tech and infrastructure side of the table. They could not get their heads round the idea that it was content that was going to sell their connection.
Instead, we were left to discuss the technical specifications of the Nokia 2347 hand-set that was sat on the table between us. Its a telephone. And as long as I can hear the other person at the other end of the line, it works. It delivers content into my ear. How it gets there, I’ve no idea. Nor do I care at what speed and at what frequency.
Its a phone. That delivers audio content.
Which is where it all went wrong in Norwich. Said large infrastructure company went on the hunt for sites for their new little masts and tried to ’sell’ tech to those Norwich department stores whose roof space overlooked the central areas of the city. And they got nowhere. Or if they did, it was at a price that blew their business plan apart.
They disappeared citing acquisition costs as the stumbling block. To this day there is probably a warehouse somewhere still full of wifi crates with ‘Norwich’ printed on the side.
Because they didn’t tell the MD of Jarrolds that off this little mast he could live-stream his autumn fashion show straight into everyone’s mobile device… that via new forms of mobile-led content he could drive fresh footfall into his store.
Three years on and the boys playing in the wifi connection space – the likes of Virgin, BT and the Sky-owned Cloud – now get that it is content that sells their kit. And all are playing at being big media.
Playing to the tune of £1.4bn in the case of BT who are using Premier League football as the bait to dangle at the end of mile-upon-mile of copper wire.
Because that it was struck me about the Press release Virgin and Birmingham City Council jointly issued last night.
Bar the ’small cell’ stuff that no-one will give a toss about as long as it works, the ‘hook’ was pure content…
‘There will be no usage limits so people can use the service for as long as they need to and will support high bandwidth services like video streaming or online gaming…’
Videos and games, people. For free. As much as you want.
To free content.
Which will then drive an audience. Which can then attract advertisers.
And around which Birmingham City Council can then drive services and engagement… ‘tackling digital inclusion for over a million citizens.’
For a brief second you have their attention; captive in that portal doorway, before they are off downloading their next free app; watching their next free YouTube clip.
What this means for TrinityMirror newspapers and CityTV Birmingham is, of course, a huge challenge given both are in the same, local market for eyeballs and attention.
Only their means of delivery – and the business model it dictates – are of different centuries; 17th Century in the case of a newspaper print press; 20th in the case of a TV transmitter mast – neither of whom, it would be fair to suggest, will make it to the 22nd Century.
Trawl through the media news and journalism sites and very few will mention the fact that from September, Birmingham will have a mobile ‘print press’ hanging off every lamp-post through which they and their media partners can stream as much video as anyone wants to mobile.
Little wonder that neither the Birmingham Mail nor Post – as far as I could discover – greeted last night’s announcement with little or no fanfare. In fairness, mention was made of an ‘unnamed bidder’ at the start of the month.
Me? I’d be banging long and loud on VirginMedia’s door to be the local news content provider for that portal play.
And at the same time, quietly counting down the days until I could switch off the printing press and finally enter the 21st Century.
I’ve reprinted the slide from Business- Insider via BIA/Kelsey for a reason. More of which later.
But it is worth keeping somewhere close to hand as we ponder the on-going struggles of two, US news organisations to do the math when it comes to making local news work in the 21st Century.
The fates of the much-debated Patch project out of AOL and that of the new owners of the OC Register are interesting for a number of reasons – not least the fact that for those that believe in #hyperlocal, Patch has long been something of a poster child; the corporate ‘litmus test’ of whether this thing could every work on a networked and sustainable basis.
To say that AOL ceo Tim Armstrong has bet the house on Patch working is probably over-stating it; but reputationally, he has much to lose if his baby fails to deliver.
I know next to nothing about the new owners of the Register; other than that provided by an in-depth interview with the pair on the first anniversary of their arrival… It makes for an interesting read as local commentators start to pick up on their travails revenue-wise.
The point here being that Patch have been bullish – over-bullish, some might claim – in driving on into local and digital; while the OC Register have slammed the model into reverse. Staining more trees; hiring more staff; re-bundling bigger newspapers up around a 400-year-old premise.
But neither appear to have cracked it yet – as Armstrong, no doubt, faces another round of inquests following the loss of one of his chief lieutenants, Mark Josephson.
OC Register first; and the thoughts of Eric Spitz, of owners Freedom Communications Inc.
Quizzed as to why print first – and not Digital First as preached from the nearest pulpit by John Paton – his answer was intriguing in a dismissive, debunking of the digital ‘opportunity’. In fact it is about as contrary a position to Paton’s ‘The Past Can’t Buy The Future’ positioning as you could get from a fellow news exec.
‘I understand we are a digital society, and it looks like you’ve got to plan for the digital future, but size it according to the opportunity.
‘So I’m not saying dig your head in the sand and we’re not doing anything digitally. We’re doing a lot of really cool digital stuff. But there is no pot of gold at the end of the rainbow.
‘I’ve been in digital media since ‘96, ‘97, ‘98 planning media, designing media, using media, encouraging media. I don’t need to go down that rathole. They are chasing digital ghosts for today’s revenue stream…’
Point being that if 50-60% of your revenue still derives from the old complexities of staining trees, don’t bite the hand that, to this day, still feeds you; devote your time and resource according to that mother lode.
The line, of course, that stands out is ‘there is no pot of gold at the end of the rainbow…’
Which takes us back to the graph at the top of this piece; the one that forecasts a $16.5bn market-place in mobile-local by 2017. Or the $10.3bn market for location-based services and apps that YP are forecasting for a year earlier.
Both reports suggest that something seismic ad value-wise is happening in that mobile-local space; the one that offers location as ‘the new cookie’.
‘Retailers, brands, and agencies are scrambling to hone their location-based approaches. These encompass everything from “geo-aware” and “geo-fenced” ad campaigns, to hyper-local efforts keyed to Wi-Fi hotspots…’
The last line re wifi hot-spots has long been of interest around here; this piece hit many a nail on the head overnight.
But the point, for me, is that there appears to be at least one, small pot of potential gold sat in that local market-place; Google are not slamming $600,000 of free wifi over SF parks purely through the goodness of their own hearts.
Because the Big G will now know whether you are sat in Crocker Amazon Playground or Duboce Park - and will tailor its ads and offers accordingly.
It’s all we’re doing in Loddon, Norfolk, UK (pop 3,000); same as the Big G; free wifi for your location…
So, no pot of gold?
As for Patch, I wonder whether Armstrong’s best-laid plans aren’t getting lost in the long grass of the LumaScape.
That whilst he has boots on the ground in a networked fashion and is nearer that mobile-local playground than most, the current ad tech and thinking at his disposal continues to rip value out from under him. He is not getting the return on his #hyperlocal bet he deserves.
The future is out there; and remains out there for the ‘legacy’ media companies to grab. Albeit with one, challenging proviso.
‘The winning platforms will be… social, local and mobile’. #SoLoMo.
All you have to do is to put Eric Schmidt’s words into digital deeds.
‘The Fifth Monarchist John Rogers forbade men to despise women ‘or wrong them of their liberty of voting and speaking in common affairs.
‘To woman I say, I wish you be not too forward (as, by all accounts, his own wife was); ‘and yet not too backward, but hold fast your liberty… Ye ought not by your silence to betray your liberty.’
‘Life and Opinions of a Fifth Monarchy Man’, E Rogers; as quoted by Christopher Hill, The World Turned Upside Down, p312.
(The image above – an engraving by Bernard Picard – is of a Quaker Assembly, c1723. It is a woman that preaches from the upper balcony.)
Maybe I should preface that quote and all that follows with a brief piece of background.
Once upon a time, a long, long time ago I was the Modern History Scholar at University College, Oxford; same year, same college as a PPE Scholar called Nick Denton. Often wondered what became of old Dents… whether he did anything of note.
So my natural instinct is to take delight in people and stories; algorithms I’ll leave to the Harvard mathematicians of this world.
But on a weekend when the Sisterhood are in full and empassioned voice across Twitter – and with every good reason – it seemed timely to revisit those brief, 20-odd years in English history between, say, 1640 and 1660 when the ‘teeming freedom’ the masses enjoyed via ‘the liberty of printing’ saw an explosion in feminist thought and deed.
Because, for me, the parallels are fascinating with events some 400 years later; that within, say, the whole Leveller movement of those turbulent times was an equal commitment to levelling the playing fields between man and woman; husband and wife.
Such a thesis has to be based on accepting one of Hill’s core claims – that as society’s rules relaxed in those years of revolution and tumult, ‘it may have been easier for eccentrics to get into print than ever before.’
And in the context of events of late, let us assume we can also swap ‘eccentrics’ for ‘trolls’.
‘Before 1641, and after 1660, there was a strict censorship,’ Hill contends (P17). ‘In the intervening years of freedom, a printing press was a relatively cheap and portable piece of equipment. Publishing had yet not developed as a capitalist industry.’
Its my highlight on ‘portable’; Hill’s masterpiece was written 20-odd years before the mobile phone set us free – free to broadcast our thoughts and deeds across new, like-minded communities without – in theory – interdiction by higher authorities, secular or religious.
Legally, this was a society still divided on the grounds of sex; murder your husband, you got to be burned; murder your wife, you got off with a hanging.
But start to level that thinking through the radicalism that engulfed nigh-on every class of man and woman and women surged to the fore. And found encouragement and welcome from the likes of such radicals as George Fox and James Naylor.
‘May not the spirit of Christ speak in the female as well as in the male?’ asked Fox, as women took to the pulpit for the first time – again the parallels with the modern schisms on the ordination of female clergy are striking. As are questions surrounding marriage and monogamy. See Mrs Rogers, in the quote above.
In the glorious – and communicable – chaos of those times, everything was up for grabs.
The early Quaker convert James Naylor was the cause celebre - the one who pushed his luck too far with those seeking to retain some semblance of order over a restive, king-less nation. For riding into Bristol on the back of a donkey in a bid to prove all men were equal – even to the Son of God – Naylor was pilloried and whipped through the streets of London, had the letter B branded on his forehead, his tongue pierced with a hot iron and all before being returned to Bristol to be pilloried and whipped all over again. He would never recover from his ordeal.
Greeting him that day were the women of Bristol, strewing palms in his path; the London preacher and pamphleteer Martha Simmonds among those who championed his corner. Martha was on 17th Century Twitter.
As, you suspect, would have been Mary Gadbury, Jane Stratton, Margaret Fell, Joan Hoby, Mary Adams…
The restoration of order came in 1660; the ‘intoxicating’ freedoms inspired by a liberty of printing would be no more; it was only when broadcasting was returned to the teeming masses after being wrested out of the hands of the capitalist media barons by the liberating power of the web that opportunity knocked once more; to rally and organise around a global or national cause – feminism or otherwise.
Restoration of the old order came as the middle and now governing classes feared the ‘rabble rout’ were gaining too much ground; that the vulgar masses had been too emboldened and too empowered by both an unprecedented freedom of movement and a previously unbeknown access to cheap and portable printing devices.
Censorship descended; petitioners were rebuked and restrained; laws against vagrancy were followed with new vigour; gamekeepers had the legal right to search private properties to ensure that God’s ‘commonwealth’ wasn’t being evenly distributed. The Men of Property were back in command. The Lady of the House put down her palm and picked up her pinnie.
As the battle rages tonight to control the ‘teeming freedom’ and the ‘liberty of (instant) printing’ that Twitter uniquely delivers, one solution doing the rounds is a ‘paid-for’ version – that then covers the costs of moderating the trolls out of the conversation. In effect, retreating from the great ‘leveller’ that is the Web. Make a less-than-level playing field.
And hand Twitter with a new revenue stream as a consequence.
‘The insidious pressures of the world bore down on the children of light even as they organized to turn the world upside down…’ (P374, The World Turned Upside Down).
History. Merely repeating itself.
My knowledge of the inner workings of ad agencies is pretty much zilch.
My knowledge of who buys what off whom – and how – is likewise pretty near nil.
Time and again I’ve looked at the LumaScape – as did BusinessInsider recently - and tried to work out where Addiply might ‘fit’. Again, without much success.
And I know of at least one, senior media analyst who describes said LumaScape as a ‘a total clusterf*ck’ when it comes to helping traditional media companies turn those print dollars into anything more than digital dimes. Insane, was the comment from BusinessInsider.
So I was, therefore, intrigued as to what this weekend’s merger of Publicis and Omnicom might mean for said landscape; in particular, whether the ‘Collapse of Complex Business Models’ as applied to the newspaper industry by one C Shirky could prove equally applicable to the simple task of buying an ad just there…
Just as it has for any Middle American or English suburban stock broker charged with simply buying a local client a share or two in that traded company.
So, this piece in the Wall Street Journal made for a very interesting read – particularly given the fact that hard-pressed advertisers have already started to sniff somethign fishy going on; that the complexities of simply placing an appropriate ad in front of an appropriate audience are leading to a ‘dark underbelly’ of ‘ghost publishers’.
Not wholly unlike the flash crashes and the ‘toxic dark pools’ that have raised a stink around Wall St before.
This remains well worth a read… ‘Joe Saluzzi on High-Frequency Trading: The Equity Market Is Now Controlled By The Machines…’
And keep this quote close: ‘It’s all about technology with these guys. It is an arms race when it comes to who has the best speed and they used to talk about milliseconds up to two years ago–now they talk about microseconds, which are a millionth of a second… Whoever has the fastest speed computer will beat the other guy…
Or this one: ‘You have to be very very careful as an institution where you’re sending your order. Where is it going and how is it being routed? This is really deep into the microstructural world of markets, but you have to be careful…’
And now back to the Wall Street Journal and what that might mean for the ‘arms race’ that is the programmatic buying of ad space.
It appears that the biggest ad agency in the world wants to take a leaf straight out of the biggest banks in the world; that Wall St offers the way forward.
“There has been a huge shift in the way we do business,” said Jonathan Nelson, chief executive of Omnicom’s digital business, in a recent interview.
Algorithms, artificial intelligence, black-boxes – the gang was all there.
“We are borrowing black-box trading techniques out of Wall Street; we are looking at genetic algorithms; we are looking at artificial intelligence; we are looking at predictive models; we are looking for anything that might give marketers an edge.”
Omnicom even had its very own ‘quant’ – Amit Bhattacharyya. A former ‘quantitative analyst’ on… Wall Street.
Quants we have done before… only this one was a Jeff Hammerbacher.
‘On Wall Street, the math geeks are known as quants. They’re the ones who create sophisticated trading algorithms that can ingest vast amounts of market data and then form buy and sell decisions in milliseconds. Hammerbacher was a quant…’
Exactly the same principles of the buying and selling of stocks and shares on Wall St are now being applied to the buying of digital advertising space; a trend that is only going to hasten and deepen with the emergence of a new behemoth – those are the guys that will have the biggest computers, the smartest quants and the slickest algorithms.
And access to which will come at a price; the biggest clients with the deepest pockets will get first dibs at the new toys; they will be first in the queue for the sharpest new piece of targetting software; everyone else – ‘when sending an order… - will have to be ‘very, very careful…’ that their ad doesn’t end up swimming in some toxic dark pool in an some unseen underbelly.
Within the next quarter, Addiply’s API will be made Public; as funded by the Technology Strategy Board.
We – clearly – do not have the funds to hire a Hammerbacher or a Bhattacharyya; nor will we be calling upon artificial intelligences to design the next generation of ‘genetic algorithms’ to beat someone to the audience punch.
Instead, will put a free API out there and invite the 3,000,000 army of social coders that sit on GitHub alone to go build… go play.
In every likelihood, 99.9% of them will never hit the heights of a Hammerbacher or a Bhattacharyya; but who knows? Someone might have a bright idea; someone might come up with a solution to make the placement of digital advertising more simple, more transparent and more rewarding – for both straitened publisher and confused advertiser alike.
An idea that they are happy to share.
One that may even enable us all to swim in a clear, blue pond – as opposed to sinking in a toxic, dark pool of Wall Street’s contorted imaginings.
For obvious reasons, I’ve long kept an interested eye on Patch – AOL’s venture into hyperlocal.
Or rather Tim Armstrong’s venture into hyperlocal.
This week, news emerged that Armstrong and AOL were having a re-think; or rather a retraction. From going boldly forth, they were folding back in; trying to work out which of their numbers made sense.
The reaction to the news has been equalling interesting. This was good. As was Jeff Jarvis’ call for Armstrong and Co to drive on… to not waver now.
The Forbes piece suggests that Armstrong has found a new love in the shape of $405m worth of ‘programmatic’ video ad tech that is Adap.TV. Interesting that the piece quoted the ‘insanely complex’ nature of the display ad business, citing our old friend the LumaScape by way of example.
Armstrong is banking on there being massive ‘consolidation’ in that programmatic ad tech space; the merger of Omnicom and Publicis is likely to merely fuel that process as they gun to deliver ‘black box trading techniques’ honed on Wall Street into this space – alongside genetic algorithms and artificial intelligence when it comes to placing an ad just there…
AOL clearly want a stake in that complex game of algorithmic hide and seek.
For 300 of Patch’s hyperlocal out-posts, the future is a little less certain. The Patch ‘network’ is about to become less ubiquitous, not more.
A fact not lost on one of Jeff’s commenters…
‘The brand, of course, has value once it becomes ubiquitous (900 towns, spread around a few score metro areas is not ubiquitous)…’ says Tim Windsor.
Ask Claire Enders and she’ll tell you - ubiquity is everything. You have to be able to go anywhere; a fact lost on the powers that be at OfCom/DCMS re local TV.
What’s interesting when you dig a little deeper into the current ad mechanics that sit behind an individual Patch site -Maplewood being my example – and to take out an ad on that site requires someone to fill out a form in order that a Patch sales rep calls you back…
It’s here. And this is 2013. That’s Stone Age ad selling; at Stone Age expense.
In fairness, they are no different in that to to LocalWorld’s Local People solution – arguably the nearest the UK has to a Patch-type proposition. That again requires the cost of a ’sales consultation’
Go on to an individual site – say, Bedlington People - and the failure of the existing ad tech to deliver appropriate advertising into such local spaces becomes ever more apparent.
The choice that greets me is overwhelming – I can discover the shocking secret to a new diet, a controversy over a new steroid alternative or a woman who is 53, but looks 27. It doesn’t actually say whether she’s from Bedlington or not.
This is the big, big challenge that faces all the big media groups trying to crack hyperlocal. And this includes Guardian Media Group and their short-lived foray into all things local.
Their current ad kit isn’t fit for local purpose.
The challenge – amongst many – is for the various commercial and marketing heads within such organisations to stick their hands in the air and admit as much to the board; that their efforts at cracking local are getting lost in the LumaScape.
‘National to local only works in a top-down model…’ was mighty AdLand’s claim.
Your current kit doesn’t work. And how many national brands seeking local advertising opportunities would place their faith and their ad spend on the LumaScape delivering any better?
There was an interesting line in that piece from NetNewsCheck.
Asked how Armstrong still intends for Patch to turn a profit by the final quarter of the year, he insisted that they still had a clear focus:
‘…the Patch platform needs to allow people to get high quality local information, upload and share information and allow for people to transact advertising and commerce using online tools. Armstrong said all investment in Patch will be focused on those areas.’
It needs to allow for people to transact advertising using online tools…
Which is all-but admitting that the kit AOL currently has at its disposal… isn’t fit for local purpose.
The question is whether Armstrong seeks a programmatic solution to his local ad woes… or allows people to place ads themselves. And takes that algorithmic element of chance out of the Maplewood equation.
And to improve his chances of national and regional brands buying into that Maplewood audience, he has to find a new way to gain ubiquity; or at least pick a patch and demonstrate what can be achieved within that local construct first.
Which is Mr Windsor’s suggestion…
‘[I suggest...] Patch learn from its own example and not try to do it everywhere, but pick one geographic cluster as a laboratory and work out the kinks before trying to scale it large.’
Good thinking. And you know what, we might even be able to help…
Today we officially unveiled our new website.
It is here.
I am not about to extoll all its virtues; rather just offer an open invite to go explore. Have a rummage. See if there is something in there that works for you – be you an advertiser, a publisher, a re-seller or an ad agency.
The latter two are, to my mind, key to making local work.
Because – as has been mentioned before – we can’t all be a Howard Owens.
We can’t all be the master of every trade – selling ads included.
Most of us are merely mortal – and need help when it comes to selling our own advertising space.
It is hard, hard work. And requires a wholly different skill set to that usually demanded of a journalist.
Previously, we’ve looked at an automated commission model ‘I will give you 40% of my £50-a-week banner ad if you will sell that ad space for me…’ was the line that we encouraged and enabled.
But that didn’t work – and here’s one of the key pivots to the v4.
Most agencies and re-sellers won’t get out of bed for 40% of £50-a-week. And it presumes another thing – that the local journalist-turned-publisher actually knows what his audience is worth. Most haven’t a clue. Most pick a number; any number. And then see if anyone will sell that space for a 40% take.
Now we take the cap off; let the publisher still set his or her rate for that ad spot, but empower third parties to sell that space for what they know they can get for it… how much Client A would value getting in front of Audience B. Knowledge that is beyond most hyperlocal publishers.
So what premium would, say, Co-Op (Loddon) pay for targetting their ad spend directly at their Loddon customers reading their LoddonEye?
Because every forecast and measurement we see and read suggests that there is still huge value to be had in delivering a local message to such a local audience.
It is, after all, what is underpinning every move that Google make of late; their latest is to move their local ad inventory into that map space – the implications of which MediaBriefing discussed today.
Hence we were are looking to focus ever more into location awareness; something that we will only accelerate with a forthcoming move into mobile.
But for the first time we have a profile page; let’s build up a better picture of who you are, where you are, what your interests are and who your audience is. Let’s see if we can’t better marry up the right publisher to the right advertiser; make you ad buck go that much further – by connecting you directly to the appropriate audience and not leaving that to algorithmic chance.
And that for me is the big point – something that we have long muttered about here.
That as the big ad boys get ever bigger and their toys get ever more complex, full of dark under-bellies and ghost publishers, so we have to make our digital lives ever more simple, ever more open and collaborative.
Because if advertising technology follows the ways of Wall Street, so local, independent publishers will find themselves enslaved ever more to the machine; ever more unable to control the nature and the price of their own adverts; forced to accept whatever they are given.
And it has to be part of a network. National brands now ‘get’ that something is going on in local; that their ‘message’ needs to be delivered locally – whether to web or, increasingly, to mobile.
But they cannot manage individual relationships with 000s of local publishers; there has to be a simple, ‘control console’ from which they can seek out and find appropriate local advertising opportunities. That we continue to strive towards – to put a Co-Op (Loddon) ad within reach of a LoddonEye. And then repeat. Across the nation.
We will never be the one-stop shop; we will never deliver the solution that fits all publishers for all audiences across all devices.
Which is why, in part, our API will be made Public; to empower third parties to build their own bespoke solutions.
That is for another week; this week and it is a gentle launch of our web platform; building on both the good and the bad of the last few years in this #hyperlocal space; trying to make the numbers work for publishers, advertisers, re-sellers and agencies alike in a simple and transparent manner.
It won’t be bug-free; hopefully, it might be bug-lite. But again, help us – there will, inevitably, be the odd early tweak and twiddle.
And I’m going to spare everyone the Oscar’s Speech. Those responsible know exactly how grateful I am.
It occured to me yesterday as I was ‘penning’ a match report for MyFootballWriter that I have now ‘covered’ Norwich City Football Club’s opening fixture of the season for exactly 20 years.
My first, official season as the Norwich City writer for the Evening News was in 1993-94. They lost 2-0 at home to Manchester United that season; I can’t remember much about it. I do, however, remember the next game – a 3-2 midweek away win at Blackburn Rovers after which Chris Sutton refused to speak to me.
My sin? To have not included him in my predicted starting line-up for the United game. His big mate Ruel Fox poked his head round the dressing room door to tell me the ‘good’ news; ‘Sutty’s not speaking to you…’
Which left me with a hole to fill and some explaining to do when it came to the back page lead of the next night’s Evening News.
Because that was 1993. My final print deadline for the following day’s Evening News was about 3.15pm, if memory serves. So a Tuesday night game would find its way onto an average Evening News readers’ lap at about 5.30pm. On the Wednesday.
Today, a ‘Wednesday’ Evening News is printed overnight on the Tuesday; you can have it delivered at the same time as the morning paper, the Eastern Daily Press. The Evening News no longer has its own City football reporter. He left this summer. After more than 30 years on one of the two sports desks. Now the two papers share one ‘beat’ reporter.
When last I looked or heard, the Evening News now also shares all but six change pages with its morning sister paper.
That United game being on a Saturday, I would have done a ‘runner’ on the phone for the evening football paper, The PinkUn. Punters used to be able to pick up a copy at Thorpe Station by 5.30pm. That’s long gone; albeit if it now has an online successor.
Complete with Google’s AdChoices; little or no sign of a local business advertising around a local football website. We digress.
For that United game, I would have sat in the Press Box; then located in the old South Stand. Or maybe that was the year we all switched across to the main City Stand. The memory fades.
Twenty years on, I can ‘watch’ the game wherever I am in the world as the Premier League fail to police the Internet and the match is livestreamed for free onto my nearest mobile or tablet device. Saves me a bill for public liability insurance and endless hours trying to justify my inclusion in a Premier League Press box to FootballDataCo; preference is still given to those publications that stain trees.
But everyone is now publishing a report at the final whistle; everyone, but everyone has their own opinion on the game and the means to publish it. Including the football club themselves. They, too, are in the publishing game now. They ‘own’ that media content.
And having long erected a ‘pay wall’ around their premium content, long, long gone are the days of me ever having a quiet word with Sutty to myself. For the next night’s Evening News.
A match report can, of course, now be just 140 characters long. And by adding a hash-tag, #ncfc, I can now broadcast my own opinion to a channel of like-minds. For MFW, it delivers a constant – and free – stream of fresh UGC; ‘user generated content’ that was the PinkUn letters page the following Saturday way back in the day.
We never invented Twitter; never invented the hash-tag. But courtesy of the long-gone 4iP, MyFootballWriter was an early convert to the conversational cause. Short-form journalism sat next to the long-form journalism of the 800-word comment or thought piece.
For that #ncfc ‘conversation’ feed was the first project to win funding from T Loosemore and Co in December, 2008. ‘Backchat’, we called it.
That #ncfc Twitter feed remains the eyes and ears of the site; an early warning radar for any piece of breaking news.
News, inevitably, broken by the football club first. But much of the hash-tag theory we talked of then (Jan 09) is standard practice now. Linking to third party content… who’d have thought?
I left the world of the tree-stainers in 2006; MFW/NorwichCity would launch that summer. It came complete with a former Archant ad sales rep; freshly deemed surplus to their ad sales requirements after 25-odd years working that patch. To date we have probably taken in the region of £118,000 worth of local display ads on a 60:40 commission split. On c£150/mth tenancy basis.
In the summer of 2007, we did 400,000 page impressions over the space of 2-3 months; seven and a bit minutes of engagement time. And earned $140 off Google AdSense.
By then I had met a mate of a lad I used to sit next to on the bus into Norwich. His name was Ian Thurbon. He had already built his own, DIY text ad system on his racing tipster site, TipExchange.
He built a simple, banner ad management system to allow our Kev to show his local advertisers what they were getting for the local ad buck; simple, transparent, uncomplicated.
From there it was an easy step to build our own, standalone ad system, the latest version of which launched last week.
Means someone can click on that text ad spot on MFW and see both the ad opportunity and the numbers we continue to drive through that Norwich City platform.
Open and transparent. Simple. And all born from 20 years on that local sportswriter ‘beat’.
What next for MFW? Who knows. Perhaps we build ourselves an app; with our forthcoming Public API, perhaps our Ian can help himself to Addiply’s own SDK for mobile app developers and deliver local-mobile ads and offers – at the time and design of our choosing – into that MFW app experience. We’ll see.
But the last 20 years has been quite a journey. For both me and an industry.
They may be no more than small straws in the wind, but the sudden move to extoll the benefits of a ‘private’ advertising exchange make for an interesting read right now.
Particularly when you find someone of the ilk of John Barnes, chairman of the AOP, explaining why such a move might make ever more sense to hard-pressed publishers seeking to get a meaningful return on their content.
The News Corp example is slightly skewed by the fact that they have that much of a harder ’sell’ given they are now locked away behind a paywall. But there is still a sense that the major publishing houses are now trying to wrest control of their own advertising space back out of the hands of the agencies and the open ad exchanges.
Why? As Barnes explained in a fascinating piece to The Drum, programmatic ad buying so beloved by the likes of Omnicom-Publicis is not to everyone’s taste; in particular, those genetic algorithms refined to a fine art on the trading desks of Wall Street are not designed to help publishers gain their rightful reward revenue-wise.
‘Barnes said the rise of programmatic trading, facilitated through open ad exchanges, has tipped the balance of power from publishers to advertisers when it comes to assigning value to media…’
And there’s more; much more – as publishers start to react against the ‘dark underbelly’ at work within ad tech land and the deflationary effect bulk and open buying is having on the digital landscape.
“One of the big problems in the market has been down to the fact advertisers, ad agencies and ad networks are trying to get better prices, which means they start losing sight of the value quality content brings.
“It is not sustainable for any publisher to have a valuable audience if the advertisers or agencies continue to drive the price down,”he told The Drum.
Hence why Incisive set a precedent for NewsCorp and took control back off the open ad networks and went ‘private’ last year.
Murdoch – Snr or Jnr – may be many things, but he’s no fool. And knows when people are starting to take advantage of his audience.
“News Corp has locked its sites down and put a wall around them so it can trade on its own terms and control what cookies are going onto its machines,” said Barnes.
And that’s the killer line.
News Corp ‘can trade on its own terms’. It can set its own ad rates; it can now approve or disapprove any advert; not be wholly beholden to whatever ad the machines serve up.
And if it starts taking those cookies out of its inventory, then programmatic buying on an industrial scale starts to get rather more difficult; the ad trading desks can’t flood the market with cheap ads – at the expense of publishers of the ilk of NewsCorp and Incisive.
Where does Addiply fit in to this potential new world order?
Well, Addiply is essentially a private ad exchange that is about to be made public…
Of course, the likes of a NewsCorp or an Incisive have the cash and developer resource to manage their own advertising exchange privately.
But why should that ability be solely on offer to publishing houses of their ilk?
Why can’t the local village blog also be given the opportunity to manage its own advertising affairs, free from the machines and cheap ads that flood and floor the market? Particularly when real value still resides in that local space.
Barnes talks about his website for the central bankers of this world; and the value that niche audience commands.
“So why would I want to let an ad network or exchange buy that for a poor rate when no other publisher can claim that same audience? That’s where the private exchange comes into play,” he told The Drum.
No other publisher can claim that same audience…
No other publisher can claim the same audience that visits a LoddonEye or a JesmondLocal… So why would I let a public ad exchange buy that for a poor rate?
The logic applies just as much to access to an audience that gathers around a postcode or a bus-stop as that which gathers around a bank boardroom. Location can be the new cookie; and people need to start paying for the privilege of claiming ‘that same audience…’
Point being that once our API is made Public courtesy of the Technology Strategy Board now everyone can have a ‘private’ ad exchange to call their own.
To build something bespoke for their own platform and audience; to get up off their knees and not take anything that the open ad networks serve up – for their usual digital dimes.
Maybe that’s the way we should ’sell’ ourselves going forward.
‘Addiply: A Private Ad Exchange Made Public.’
Next week I will be in Tokyo. It is my third trip this year.
Addiply is part of the official UKTI Digital Mission team to Ad:Tech (Tokyo). Reception lunches at the British Embassy. That kind of thing.
Suffice it to say, it is a long, long way from two villages in Norfolk where Addiply was first born and raised; raised on the back of Google AdSense making no sense to the local advertisers wishing to place their brand in front of the audience that gathered around MyFootballWriter.
We were, of course, hugely fortunate to take a small Japanese investment round last December – as facilitated by UKTI VC. Hence why we have new and powerful friends on the streets of Tokyo.
Recruit Inc have an annual online ad spend of $300 million. They have thousand upon thousand of local coupon ads gathered beneath the HotPepper banner. Everyone from the local nail bar to the neighbourhood dog groomer is looking to get into that mobile-local space.
But on the eve of networking, show-case battle – with two, new products to demo in this whole mobile-local space – it was kind of heartening to read this piece in Poynter.org.
‘5 reasons mobile will disrupt journalism like the Internet did a decade ago…’
It bangs many a nail on the head. And ought to give everyone much food for thought at another crossroads moment in journalism time.
The future is mobile; is social; is local… who are any of us to argue with Eric Schmidt on this matter? Its just how we enact said vision for winning platforms of the future in a simple, transparent and a collaborative fashion that is the challenge.
But the Poynter piece is very good. And the temptation is to quote it at length as they talk of a ‘tidal wave of change’ about to engulf the news industry for a second time.
And what lies at the leading edge of this new disruption? Geolocation and mobile payments.
‘Taken together, they have the capability to disrupt local advertising all over again.
‘The right technology with the right execution will be able to drive nearby consumers into local businesses and anonymously track their actual purchases at scale, closing the loop like never before.
‘No more guessing about ad effectiveness. For local media organizations, that has the potential to destroy your business.
‘There’s a narrow window of opportunity to invent — or invest and acquire — disruptive mobile technologies and business models that could eventually sustain, grow or even multiply your revenue…
There is a gold rush afoot; a charge to find a way of unlocking the $9.1bn business BIA/Kelsey see in mobile-local advertising by 2017; a figure that is for the US alone.
Location is the new cookie; I give you free wifi, in return you give me your location… now have a local offer; a coupon delivered direct into your mobile app experience. Mobile location matters.
And just when you think you might be starting to crack the desk-top nut, here comes the challenge of mobile – setting news organisations another huge hurdle to climb in terms of re-inventing their business models in time for the 21st Century.
As Google knows. As Eric foretold. The future is mobile.
‘Google recently rolled out a new product that enables advertisers to bid on mobile searches that happen physically near their businesses (i.e. target your restaurant ad to anyone within a mile radius who searches for “restaurant” during evening hours.)
‘It’s hard to compete with such targeted products with traditional banner ads…’
Location is the new cookie.
‘Advertisers will also be able to bid on keywords based on the time of day and location the search is coming from…’ notes the AdAge piece.
I know where you are, now have an offer… to your mobile; on your app.
It is no secret that we have a Public API en route. Funded by the Technology Strategy Board, at its heart lies our intention to deliver new tools for mobile app developers to start to tap into this whole mobile-local space.
Less well known is the fact that my co-founder and Addiply CTO has always been an Apple iPhone app developer; someone well-versed in the challenge of making an AdMob or an iAds work revenue-wise.
A challenge that becomes ever more pressing as the app market gets ever more free… and ever more crowded. How do mobile app developers the world over ever get their own numbers to stack? To find due and rightful reward for their own development time?
So it is a problem that our Ian has had for a long time in his day job. How to make his app development work pay.
Which makes this line from the Poynter piece very relevant…
“The way to get start-up ideas is not to try to think of startup ideas. It’s to look for problems, preferably problems you have yourself,” explains Y Combinator’s Paul Graham here.
“By far the most common mistake startups make is to solve problems no one has.”
‘The very best start-up ideas tend to have three things in common: they’re something the founders themselves want, that they themselves can build, and that few others realize are worth doing…’
Which sums up our Ian’s predicament – and opportunity – to a T.
As some people may be aware, much of my life of late has been dominated by all things Japan.
A week ago I was out with the official UKTI ‘Digital Mission’ team to Ad:Tech (Tokyo) with two new toys to demo… our now Public API and from that, our ‘Addiply Messages’ platform.
Here’s the video.
So, within our API lies SDKs for both iOS and Android.
App developers can now start to build bespoke ad solutions within their own app experience that taps into the exploding mobile-local ad space. And given that mobile advertising spend in the US grew by 81% last year, I think the use of the word ‘exploding’ is reasonable.
Our Ian insists that our new SDKs will take an app developer little more than ten minutes to install. And, suddenly, they have their own, private ad exchange. They are back in charge of their own ad destiny; able to insert ads into their own apps as and when they like. They are not forced to give away precious small screen space to an ugly banner ad at the command of a ‘top down’ ad network.
A developer has looked at this issue from a developer’s perspective – and delivered his own solution.
Which is why I loved the quote from Paul Graham from Y Combinator.
‘The very best start-up ideas tend to have three things in common: they’re something the founders themselves want, that they themselves can build, and that few others realize are worth doing…’
The challenge thereafter, of course, is the same one everyone faces – be they paper/print, web or mobile-based.
Finding the appropriate local ads and offers – something ever more true as we drill into neighbourhood spaces potentially defined as tightly as one wifi ‘cloud’, off one bus-stop. Or one Metro station. All via the kind of ’small cell’ technology the likes of VirginMedia are installing across the centre of Birmingham.
One of the more significant points of the YouTube video is the nature of that ad; or rather, where we got it from.
It is from Recruit’s HotPepper stable of local coupons. They have 000s of those local coupon advertisers within that long-established brand; you can pick up a free copy of your local HotPepper magazine at every Tokyo Metro station.
Recruit, of course, were part of our original JV last December.
The point being that they can now leverage their long-standing relationship with those 000s of local advertisers and extend the reach of their existing advertising inventory right across the localised app landscape.
I can be on a games app, a transport app or a dictionary app and within each a developer can now access that huge bank of local offers and coupons and weave them into his or her app experience at a moment of their choosing – and not someone else’s demanding.
Put this into a UK and a US context and I think the lessons are very interesting.
Because – right now – this would be our challenge within, say, the London mobile app space.
That we couldn’t call upon a HotPepper type stable of local ads to instantly fill a location-specific app ad space.
But there are clearly people who have such inventory; sat there looking for new homes, new audiences and new levels of interaction and engagement.
TimeOut would be one; ArchantLondon another. Or, an existing ‘deals’ provider. And, of course, all the Yell-type business listings folk whose businesses remain distinctly challenged. All of whom twig that the future is ever more local… and mobile, natch.
And this is where, IMHO, it gets interesting for the hard-pressed local newspaper groups.
Who – or what – is of enduring value within their buildings? It is not the printers. Or the type-setters. Or the proof readers. And – hard as this is for an ex-journalist to admit – I’m not sure it is even the news gatherers.
That is being ‘out-sourced’ by the likes of the Guardian’s Witness platform. We can all add to the news experience.
Yes, there are still certain places where we can’t all go… the locker room or the court room remain two of the last bastions of ‘proper’ journalism; but otherwise, we increasingly all have a SmartPhone and ever more access to platforms upon which we can tell our stories. Be it individually or collaboratively.
No, the enduring people of value within that newspaper building are those that can sell; those that can, in particular, bring 20 or 30 years worth of local client relationships into that digital advertising space.
Addiply has an API for resellers. It allows third parties with long established sales relationships and experiences to sell across multiple platforms, multiple geographies and – in theory – across multiple publishers.
And here’s the *big* challenge for the local newspaper groups whose whole DNA, to this day, remains wedded to a silo.
Are they willing to leverage those local sales relationships and sell across local platforms on behalf of local, independent publishers – be they village websites or local tourist apps?
Because there is no cap now on the earning potential of re-sellers; I can set a rate as the publisher; as the re-seller I can sell that same space for what I can get for it… And pocket 90% of the mark-up. I can bundle it all up in the same sales conversation; a Page 14 ad as per usual… and how about this popular local community blog? Or drop your offer to anyone on an Addiply-powered app within 1km or 20 minutes of my business?
That’s the challenge for them; can they be open and inclusive; networked and collaborative? Can they sell on all our behalfs?
This was an interesting piece; though it probably gained more attention for what the soon-to-be-outed Steve Auckland didn’t say, rather than what he did.
But for me, what he did say is worth airing. And repeating. Because he’s bang on the money.
Or rather would be – if anyone can ever work out how local newspaper groups can start to monetise mobile.
And that’s the key here – how the local newspaper groups survive is by finding a route into mobile that rewards them both for the content efforts and, more importantly, their local sales efforts within that local-mobile space.
Poynter made the point very clearly recently – that a second, tidal wave of disruption was about to overtake the local newspaper business model by the onset of mobile; Borrell Associates continue to produce chart after chart that mobile advertising is exploding.
I’ve reproduced one at the top; the level of disruption – and challenge – is huge. There is, in short, a mobile mountain to climb; the time for rapid re-invention is now.
And get that top figure – ‘By 2016 88 per cent of all local online advertising will be served up on a mobile device…
‘There’s a narrow window of opportunity to invent — or invest and acquire — disruptive mobile technologies and business models that could eventually sustain, grow or even multiply your revenue…’ is a great line from that Poynter piece.
But there’s also a line in that 2012 Borrell Report that ought to give real hope here: ‘Legacy local media companies still control 92% of all advertising, including half of all locally spent online advertising…
Point being that their destinies remain firmly in their own hands. As we have muttered before, no-one else can leverage 350 years of local advertising sales experience like the local newspapers can. To all our benefit, ideally.
So, 88% of all local online advertising will be served up on a mobile device; the local media groups – in 2012; in the US – still control 92% of all advertising… Somewhere there’s a fit, right?
It was clearly taxing Auckland’s mind as he prepared to exit LocalWorld within the next 24 hours.
‘He [Auckland] said a great challenge for all media organisations was the method they were going to use to make money from mobile.
“Online, some 50 percent of our traffic is from mobile devices.”
What is equally relevant here is Ashley Highfield’s remarks; when not wrestling with the bankers and the lenders over that £300m debt mountain he was bequeathed, he has clearly been pushing JP to become the one-stop shop for local SMEs in terms of their local marketing campaigns.
And to that end… JP was teaching them how to use AdWords. Acting as a Google re-seller.
‘He said Johnston Press was the only regional publisher reselling Google ads and helping local businesses with their Google Adwords campaigns.
“We are now building websites for businesses and providing digital marketing services for SMEs.”
Google AdWords campaigns that have first to go to California and back – in the hope that a distant algorithm can drop that local marketing message somewhere locally.
But what if said local SME also wanted to hit that local, mobile market-place? That the butcher, the baker and the candlestick-maker – under the marketing guidance of a JP or a LocalWorld – quite fancied being on someone’s mobile app, 150-metres from their front door?
As a local SME, what’s not to love about that?
And this is where the great migration of local newspaper ad sales into local mobile ad spaces has to include the guys who deliver said local connection – to said mobiles.
Its the wifi and wireless infrastructure companies that can facilitate this new relationship; because they can pin-point where you are like never before – ‘My free wifi for your location: now have a local offer…
That’s the deal here. And who has the local offers to service that arrangement? Those with a Wowcher or a Tickles up their sleeve; those that can bundle sell a print ad, with a web banner with a local, mobile offer… Only now they need to sell mobile first and print last.
And they have the chance to charge premium rates for that mobile space; the mistake all-too many made with their web offerings was that it was a throw-away bolt-on to the print ad. The perception was instilled – and remains – that a digital display ad is worth peanuts; because that’s how you have always sold it to me.
The local butcher, baker and candlestick-maker – let alone the more savvy national brands seeking those same, prized local-mobile spaces – have yet to encounter a local newspaper sales rep selling them an offer deal into a mobile app space that is 150-metres from their door.
And that is gold dust. Certainly to the local retailer. He or she will ‘get’ that; that’s foot-fall; give them the right coupon or offer. Can do it in real-time too if I have a table going spare at 10.15…
So, this is the chance for the local newspaper groups to make amends for their mistakes on the web; they get it right in that whole mobile-local space; come to ever greater understanding with the wifi-wireless providers that are opening up these new publishing spaces at a rapid rate of knots and hope can spring eternal.
Neither Facebook not Google are daft; one’s installing free wifi into Palo Alto coffee shops; the other into 7,500 Starbucks across the US.
Why? Because that’s where they will drive their localised ads… local ads that, by rights, remain the last, great preserve of the local newspaper groups.
What follows takes two assumptions as read. And if you disagree with either, then bow out now.
The first is that all our futures are mobile.
The second is that Google aren’t daft.
That when Eric Schmidt tells DreamForce in 2011 that the winning platforms of the future will be something around ‘mobile, local and social’, that the executive chairman of Google knows which way the cookie is going to crumble…
Or rather that location might be the new cookie.
The latest IAB ad revenue report confirmed again that mobile is the place to play right now; see above for one graph, see here for an extraordinary figure in these ‘What works?’ times – mobile advertising growing by 145% on the same period last year.
Ally that to the premium-value context that local still delivers and those with access to large and long-standing banks of local advertisers ought to be sitting pretty. In particular, the local newspaper groups.
But there is an aspect to this mobile movement that, to my mind, tends to be under-regarded; over-looked; almost ignored.
Because if the future is, indeed, mobile; be it for the delivery of both content and ads – and, in particular, in the premium-value context that comes with a specific locality – then there are other people with a stake in this game. And that’s the wifi-wireless infrastructure providers who, likewise, sniff a ROI, on location-aware advertising.
This is worth a longer read; particularly if I am a local newspaper executive eyeing up a move into mobile.
The clue is in the headline; and how Google lured Starbucks to dump AT&T out of its 7,000 coffee shops across the US – and what could be more ‘mobile, local and social’ than your local Starbucks? – not just via enhanced wifi speed but by the prospect of ‘unique content’.
As Starbucks spokesperson Linda Mills explained: ‘Google offered “a unique opportunity to co-develop the next generation of the Starbucks Digital Network,” which refers to the landing page customers reach when they log onto Starbucks’ Wi-Fi service. The page provides a curated content experience that includes items such as music, news and local events.
“Google brought “unique ideas and proposals for making that even bigger,” Mills said.
The infrastructure provider added the other, obvious string to Google’s local bow.
‘Google will use its Starbucks partnership as a new channel through which it can sell advertising and promotions, said Level 3 CEO and President Jeff Storey, according to the Wall Street Journal.’
On the basis that the landing page to each of those 7,000, individual local Starbucks portals will include both content and ads that are local to each of those Starbucks, it begs several, big questions of those in a position to deliver a similar service – the local newspaper groups.
For will Google’s ‘unique content’ locally actually be Google’s at all? Or will it be local newspaper groups content aggregated once more onto a new publishing platform – as it has been on the web.
And all to the far greater benefit of Google’s data collection – be it for the delivery of every more contextualised ads or the collection of ever more individual pieces of user data – than it will be to the local newspaper groups having their content re-routed into a Google-powered local wifi space.
In short, the danger is here that you – local newspapers – will be short-changed again when the next generation of Starbucks’ Digital Network makes it across the Pond. And comes to a Starbucks in Preston or Norwich; Newcastle or Brighton.
Perhaps the deal Google engineered for your content on the web is one you will happily continue with on mobile; on tablet.
But if the first piece of ‘local news’ that a user encounters on that wifi landing page isn’t yours, then eyeballs will be dragged elsewhere – away from your still-famed local brand. Google will have put themselves between you and your local audience.
For the second time in a decade they will be the gatekeepers to your commercial fate. And all on a platform that can, actually, command mobile dollars and not web dimes – *if* the mobile ad concerned can be delivered in a sufficiently engaging context.
You have the first context – local. I’m in a local coffee shop. I know. Because you have just signed up to a local wifi landing page. Or the kit that sits behind it.
The next, great context question is how that ad is actually delivered within the context of the app itself.
Because as things currently stand, a nasty little mobile banner ad proves an unwelcome intrusion – both to the app user and the app developer, forced to turn to mobile ads to try and make his or her app pay.
‘People have long described the price difference between print and Web ads as moving from analog dollars to digital dimes. Cellphone ads could be described as trading those dimes for mobile pennies,’ was a decent line from the NYT piece by Claire Cain Miller.
‘Clicks on mobile ads cost about 40 percent of the price of desktop ads, according to Stifel Nicolaus.’
In what way, therefore, can mobile-local be seen as a potential salvation for the local newspaper groups? Are you not swapping web dimes for mobile pennies?
According to the Washington Post, there is ‘an arms race on to create less obtrusive ways of integrating advertising into applications…’
So, what if you left a developer to develop a way in which local ads could be served on a mobile app? That a developer could be left to weave a second, deeper layer of context within which that ad, offer or coupon appears – over and above the fact that it was already local to that coffee shop?
That the ad would appear in a context within that app that was far less intrusive to the individual app user? That it arrived at both an appropriate time and an appropriate place (local) as opposed to a moment imposed on both developer and user by a distant, top-down ad network?
For that, we might start to have an answer.
‘The Technology Strategy Board and Nesta have worked together to develop the Hyperlocal Media for collaborative research and development of information, news and commerical services for geographical communities.
‘The aim of the £2.5m competition will be to invest in several significant projects across the UK.
‘A mix of project ideas that target rural and urban areas are anticipated, but all are intended to develop the kinds of enabling technologies, platforms and services which build up the businesses of the future and help the UK to become a world-centre for hyperlocal media.’
For those of us who have long laboured in this #hyperlocal space, this is a big deal.
News that between the TSB and NESTA they have £2.5 million to invest in several ‘Hyperlocal Media Demonstrators’ across the UK; the remit for one likely to be something in rural.
How that cake is actually split is for another time; be it four projects or five, £500,000-£600,000 to put into this space is a huge opportunity to go build. To find out what *might* work, if nothing right now does. To misquote Mr Shirky.
Why the pair are so keen to find out what else might work when the DCMS have their own ‘Local TV’ initiative due to go live through the course of 2014 is, likewise, something for another day.
And there is, of course, no reason why the two models can’t complement eachother; certainly in the rural vs urban setting. For where a TV transmitter mast fails to go… what next?
It will be fascinating to see what models emerge; I’ve long scribbled on the back of a fag-packet the model I’d build given half a chance and a bag-load of someone else’s tenners.
And it wouldn’t sit in a silo.
Nor come from the ‘top down’.
Even if some of the ads might.
It would be elegant; simple; obvious.
Ubiquitous, to quote her ladyship.
It would be open, collaborative; it would have been of the web and not on it.
Now it will be mobile; mobile is the only thing that matters right now. That and location.
It will be data-driven; weaving in APIs from across that community – be it bus times or time to travel maps, we will weave in the best that is out there; to mobile; to where and when the user wants it.
We will swap free wifi for their location; and, by way of return, deliver ads, offers and localised coupons that are contextualised to both their physical loaction and their position within a mobile app experience.
The ad will be delivered at a time of a developer’s choosing and not, say, AdMob’s making.
And we will seek partnerships with those who know these local, commercial spaces better than anyone; people who have been pounding the streets of their local communities for the last 250 years; making a local media model work.
For me, this funding call is a huge opportunity for the local newspaper groups to re-tool, re-focus and re-group in face of the second wave of disruption now amongst them – mobile.
That tidal wave that threatens to engulf all too many of us. As Poynter pointed out.
Both in terms of the threat – and the opportunity; for those that moved with speed.
‘There’s a narrow window of opportunity to invent — or invest and acquire — disruptive mobile technologies and business models that could eventually sustain, grow or even multiply your revenue…
The beauty here being that you’re playing with someone else’s money to try and see what works on mobile, in local.
The reward? Well, every graph and bar chart you see right now has mobile ad revenues pointing north – 145% year-on-year growth in the case of the US right now.
Is that not worth chasing?
We live in a world that is ever more networked; ever more connected. And yet one that still cries out for a human to intervene occasionally – particularly in the field of local ad sales. That space where the premium ad rates are still to be found.
And there has to be video; into mobile. The kids will expect nothing less. Only we have to have the connection to deliver it.
And I strongly suspect that – in rural areas – that level of connection is not going to come off the back of a copper wire; as and when BT ever roll up at the nearest cabinet.
I remain wedded to the hope that part of the answer will come from on high…
Certainly here in Norfolk; blessed with a Bishop with an interest in all things local and media; a man who wishes to see his churches restored to their place as the central hub of any community.
Off which you can then build a network. Of connection. Of content. And commercial opportunity.
But, that’s all for the future; hopefully. We have teams to find; partnerships to build.
For now, all credit to the TSB and NESTA; they have kept the faith that there is something afoot in hyperlocal. Just as Eric Schmidt does – and who are any of us to doubt Mr G?
There are, I guess, three ways we can conceive of delivering local news/media in the 21st Century.
One is to a newspaper; off a print press. The same way it was done in, say, 1727.
Another is to a TV. A box like object still sat in the corner of most lounges.
And the third is to a mobile device.
Between numbers two and three there was, of course, a halfway house. There was the web. The thing that came to the desktop PC; the thing that sat in the corner of every study. For those who had a study.
But to my mind – and that of the ex-CEO of Local World, Steve Auckland – the web bit is all a bit 2008. In one of his farewell utterances the other week, he noted how over 50% of their online content is now accessed via mobile.
The ’second tidal wave of disruption’ to engulf the news industry is already upon us. Mobile is now the only thing that matters… To quote that Poynter piece.
So thems the choices; and still people can’t make up their mind which horse to back.
Johnston Press are still experimenting with staining trees. Or rather getting new people to stain their trees for them; in this case the good people of Bourne, Lincs.
DCMS, of course, still believe that the future provision of local news will come down from the nearest TV transmitter mast. And at some stage next year, 19 new Local TV stations will proudly take to the airwaves and beam all the news that is fit for, say, Birmingham into homes beneath the appropriate TV transmitter. Somewhere between ITV2 and BBC3, if memory serves.
Just as it will for the good people of Mold when the next tranche of Local TV licences come on stream.
Just not for the people of Coventry or Sunderland, Ipswich or Peterborough.
We have talked before about this forthcoming NESTA/TSB competition; fresh details can now be found here: https://www.innovateuk.org/-/destination-local-demonstrators
The competition opens, officially, on Monday with prize pots of up to £1.4m available to the successful consortia that make it through to next spring. £1.4m might not get you much of a printing press; nor too high a TV transmitter mast.
What it does get you, however, is an awful lot of mobile antennae. In Norfolk it also gets you a back haul connection into about 400 church towers. I should know; I’ve already paid for three of them.
But if you read through the wording of that scope, it is fairly clear upon which horse NESTA/TSB are betting the house on.
‘Successful projects will lead to, or focus on, one or more of the following:
• connected devices that enable geographical technologies to deliver content across devices, platforms and environments;
• mobile access technologies that support hyperlocal urban media services and provide alternatives to local digital television;
• services that deliver valuable hyperlocal services to rural areas, especially where internet access or digital television provision is weak…’
The last one is of particular interest in this, rural neck of the woods.
‘Where internet access is weak…’ The final third. Where BT/BDUK can’t be a*sed to come, in short. But where, thankfully, the good Bishop will.
Equally it is something of a moot point right now how far the service from Mustard TV will stretch; that digital television provision in such a rural context might be equally as weak.
But there is a further point to emerge from the new details – and the new numbers.
Because, to my mind, handing any of us that have sat in this UK hyperlocal space for a while now £1.4m of the state purse to go play is a daunting prospect; its a carrot, I strongly suspect, that is not designed to entice me or, say, a Simon out of OnTheWight to go build.
It is designed for the incumbent local news providers to re-focus their thoughts and their thinking into this whole mobile-local space.
And maybe some of the infrastructure guys.
This line: ‘mobile access technologies that support hyperlocal urban media services…’
That, to me, ought to perk up the ears of, say, a VirginMedia busily delivering ’small cell’ mobile technology right across the heart of Birmingham.
These are the guys building the new ‘print presses’ of the 21st Century; off the nearest lamp-post or bus-stop. Or the 4G providers; now openly courting government to allow them to address the issues of those left in the final third connection-wise. That maybe for them the answer, strangely enough, is not a copper wire… connected to some distant cabinet, mile upon mile away.
Both, of course, can increasingly deliver streaming video into mobile phones; so just as much as they might serve as the new print press, they can also double as the new ‘TV’ transmitter mast. Which is fascinating. Mobile-local-video.
Inevitably, this line from the scope caught my eye: ‘…platforms that lower the transaction costs of personalised and consumption-based advertising, or that develop geo-targeted, cross-device tracking and reporting technologies…’
But that is only one part of the greater jigsaw here; one part that we might be able to help with.
Otherwise, I continue to think that is a huge opportunity for those with an on-going interest in the provision of local news to try and get something that works on a sustainable basis off the ground.
It’s not too often that anyone comes a-calling with up to £1.4m of someone else’s money to go build something that works for a postcode near you.
Yesterday I was in London for the first of four planned regional briefings with regards to the forthcoming NESTA/TSB ‘Destination Local Demonstrators’ competition with ’several’ prize pots worth ‘up to £1.4m’ available to the eventual winning consortia.
The official details can be found here, on the NESTA website. Or here for the TSB information sheet.
To throw £2.5m at a sector of the news economy that essentially scrapes a living off little more than goodwill – and all off the back of the sheer, unrelenting graft that any successful hyperlocal site can become – remains a real act of faith amongst certain of the powers that be.
It can also be viewed as an act of increasing desperation policy-wise if some Whitehall wonk within the bowels of DCMS is finally twigging that the answer to our local media needs won’t be found hanging off either a print press or a TV transmitter mast. However much the people of Mold might yearn for their very own TV station off that thing on top of their hill…
To misquote Mr Shirky again, ‘Right now nothing in (local) media works, what the f*ck might…?’
That real fear, in part, underpins why the numbers are where they are.
Both the NUJ and Roy Greenslade have returned to the whole question of public subsidies of late for the local newspapers.
The UK tax-payer subsidising the likes of Crispin Odey’s hedge fund; they who now part own LocalWorld.
Or are they expecting Crispin to take a hair-cut on his investment?
The answer has to be something new, self-sustaining and fit for 21st Century purpose.
And that can’t include buying the newspaper groups another five years of staining trees whilst they finally think of a plan…
But clearly giving the vast majority of hyperlocal activists £750,000 to spend on the back of three years of living off peanuts running a Parwich.org or whatever is all-but a non-starter…
What on earth would anyone do with that – when, basically, £25,000 would be a huge God-send; it would, I’m sure, make all the difference.
And given that the TSB’s funding mechanism is quarterly in arrears and is only 60% of the project costs to boot, the working capital requirements and match-funding aspects would demand a Parwich.org finds £250,000 up front.
Wherein lies the biggest disconnect thus far – that level of finance is NOT available to anyone, at a grass roots level, off a High Street bank.
Which, in turn, demands players of larger pockets find their way to the consortia-building ’sand pit’ come February.
Again, wherein lies another problem. Four-day residentials to play and partner-make is going to be a challenge for any SME; let alone any major media player exec asked to justify his time that week…
‘I’m off to play in the sand pit,’ the digital director of LocalWorld tells David Montgomery…
And, for the record, whilst the EU might classify an SME as any company with less than 250 employees, out there in hyperlocal land anyone who ‘employs’ two people is a bleedin’ miracle.
Learning has to come from what can scale. Quickly. If the bottom falls out of the print press and Local TV transmitter market next autumn.
100 x £25,000 pots doesn’t work.
And yet – somehow – we have to get the Parwichs of this world into the trough of TSB cash.
It IS designed for them. Even if the TSB isn’t.
At the top of this piece, I’ve dropped a model. It is a model rather than the model because there could be other ways of doing this; other platforms, players, individuals, etc etc who can acheive the same ends in the same period of time.
By December 18 for that first Expression of Interest.
And, clearly, Addiply’s role as a ‘facilitator’ isn’t without a commercial interest. We have never been a charity; even if we all-but feel like one.
I couldn’t fit the assumption bit on the pic; here it is…
‘On the basis that the future we’re looking for involves something that is mobile, is local (geo-localised), video led and monetised. And, above all, connected. That *the* most useful thing anyone can give me locally is reliable, free wifi/4G…’
That’s how I would construct this; to *try* and crack this £2.5m nut and bring something back to the hyperlocal fold – not by way of straight, grant gold. But something – hopefully – more useful.
A sustainable way of starting to fund themselves by gaining access to national advertisers seeking their local audiences.
And, in particular, their local audiences that will ever increasingly be accessing their local content on mobile platforms, apps and devices.
Its how we get an offer from Co-Op (Parwich) onto a Parwich mobile website, portal or app that may yet get Parwich.org to a position of ‘not-for-loss’.
[And apologies to Parwich.org; you might be perfectly happy just as you are... a great example of an ad-lite community site.]
Now, who fills the roles earmarked by the other slices of the consortia pie is, clearly, open to discussion. I have a fair idea of who could deliver each; likewise, I have a sense of who might be able to match fund this if the pitch and, above all, the extent of the opportunity was clear.
Because that’s the other point here; the bigger the network of available local ad inventory, the more chance any of us have of pulling in the national brand advertisers seeking our local – and localised – audiences.
The pot of gold at the end of every little hyperlocalist’s rainbow is the exploding value of that mobile-local market-place.
$15.2bn by 2017; or whatever the latest chart shows. They are always heading north at a frightening rate.
So, everyone is in the right space – at almost the right time. And the TSB are heading into the right space with almost the right attitude and opportunity. We just need to start to finesse the model around the realities of the market-place and the practitioners therein that it is seeking to help.
But, this is our contribution to this debate. I think it can be done.
For reasons that have always escaped me, events in the US local media space are always somehow deemed to have little bearing or relevance to what may – or may not – be happening here in the UK.
Personally, I always tend to think that the US is some two or three years ahead of us; that by looking across the Pond we might begin to see what is coming down the line here.
For those in the world of local newspapers, watching someone like John Paton wrestle with making anything work for DigitalFirstMedia must be a sobering exercise. This month and it was needs must when it came to subscription models and paywalls. Is the destiny of the Sheffield Star, therefore, to lie behind a Sun-style wall?
Its tricky; hugely tricky. And for those getting set to launch Local TV onto our screens next summer, Business Insider won’t have made for great reading either.
‘TV is Dying, and Here Are The Stats That Prove It’
The bit that interested me as NESTA, TSB and Co start to look towards what else might work in local was the part that metro wifi was deemed to be having in all this; the graph charting the rise of mobile-video was telling.
More so, however, was the map of free wifi coverage in Jersey City.
And Jersey City is clearly not alone in starting to deliver ever more ubiquitous connection.
‘Facebook’s original free wifi test included just 25 stores in the Bay Area. The company has now expanded it to 1,000.
‘For some people, there is just no need for a cable or pipe to deliver the internet or TV to their residence specifically, as long as they are within range of a free wifi hotspot.’
That Facebook ‘pilot’ has been mentioned before around here. Its what Palo Alto had in common with Loddon, Norfolk.
So the picture at the top of this piece is taken from a search off here. And it gives a sense of the increasing ubiquity of free, metro wifi across the centre of Boston.
Free wifi is replacing both the cable and the TV aerial as the video delivery vehicle of choice.
Which, for me, is fascinating.
For any number of reasons. One of which is that something very similar is happening to a metro centre near you. Or, indeed, a Metro full stop.
Another of which is the implication of anything so ubiquitous.
And a third is what new mobile apps and services people can hang off such connection – particularly given the new context that such precise location can bring.
This is smart. And hangs out around Boston.
Empowers people to build their own maps of hyperlocal interests. Mobile, local and social all rolled into one.
Whether anyone planning to build a new Local TV station off a TV transmitter mast will like the on-rush of wifi quite so much is, I suspect, becoming ever more a moot point.
Mobile is the only thing that matters.
Its the ’second wave of disruption’. The thing that makes every lamp-post a ‘TV’ transmitter. No-one need worry whether or not you own a hill.
‘Free wifi — at work, in coffee shops, and on campuses — is making it easier for consumers to get the shows, movies and videos they want without subscribing to any kind of cable or broadband service…’ says the BusinessInsider piece.
What is interesting too is the way that wifi has won the ‘brand’ war – people look for the sign; ask the question: ‘Have you got free wifi here?’ There is now a whole consumer expectation built around that proposition.
That (a) the premises concerned has, indeed, got wifi and (b) it is free.
And if the answer to (a) or (b) is ‘No!’ then consumers will vote with their feet. And find somewhere else where the answer is ‘Yes!’ to both.
That’s the way the world is increasingly working.
All of which then poses huge new challenges to the way in which media is being consumed (mobile) and, invariably, not paid for (free).
In short, I wouldn’t want to be in the TV transmitter business. The graphs suck.
I have long been a fan of Sky/Tyne&Wear.
For me, it began to break the mould. It began to build a new model for the coverage of local news that came as near as anyone to resting on the three pillars of Eric Schmidt’s wisdom – that any winning platform of the future will be mobile, local and social.
By coining the very term ‘mo-jo’ for a mobile journalist, by being specifically local to the banks of the Tyne and the Wear and by enjoying a social media presence that was 25,000-strong on Twitter, Sky/Tyne&Wear was pushing an awful lot of 21st Century buttons.
Which makes its sudden demise today all the more sad.
Speaking to Press Gazette in the summer, two of its senior staff made it clear that it was fast approaching a crossroads moment; the point when decisions had to be made.
‘The next few months will be critical, but whatever the outcome we believe we have broken the mould, creating something original and compelling which will provide a benchmark for ‘local’ journalism in the future…’
The simple statement that brought the curtain down on a two-year experiment gave no clue as to the decision-making process that lay behind said curtain falling. If it has fallen for good. ‘For now…’
But given the fact that it had barely ever registered on the radar of the London meeja scene, I suspect few there will even notice its passing – let alone ponder the latest lessons to be learned in the realm of local.
After all, Sky are not the first to try and get this local thing to work; the Guardian were there a good two years before them only to turn their attention to the US when they decided that the 50,000-strong audiences that they had built up for the cities of Leeds, Edinburgh and Cardiff were ‘unsustainable’ when it came to make the commercial numbers stack.
When it came to keeping one journalist, with one lap-top, at one desk.
I have not spoken to anyone at Sky/Tyne&Wear since the start of the summer; I am not in any way privvie to the discussions that led to today’s decision.
There was a hint in the Press Gazette piece that the numbers were challenging – making sure the potential commercial returns could cover the costs of a 14-strong Tyne&Wear team; one that between them had build an audience of 600,000-plus monthly uniques.
‘By most definitions the pilot has been a success. But digital advertising remains stubbornly cheap and it is a challenge for any digital platform to be profitable…’
To the end, Sky never actually dipped their toe in the local ad model; instead it was house ads and subscription drives that filled any available inventory – just as Eurostar ads for London to Paris rail fares would fill the richer media ad slots on Guardian Leeds, Edinburgh and Cardiff.
Perhaps someone posed the question to the Theatre Royal, Newcastle, as to what they might pay a month for access to that 600,000-plus local audience; one that was increasingly to be found living their lives on mobile phones – and not reading the middle pages of the Evening Chron or Sunderland Echo.
There would have been other factors at work, too.
Having demonstrated the ability to drive such audience numbers out of one region, there was nothing to suppose that given the wealth of content and new-found knowledge at their disposal they could not have driven similar engagement out of many another region; they had ubiquity on their side – unlike the rival local newspaper groups or, indeed, those in the field of LocalTV who need a hill and a conveniently placed TV transmitter mast to unfurl their wares.
So to roll Sky’s tanks over everyone else’s front lawn could have led to an almightly row with the Newspaper Society; they for one will be breathing a huge sigh of relief tonight that Murdoch Jnr and Co have packed their bags and gone home.
But the demise of Sky/Tyne&Wear still leaves huge questions as to what will work in local.
If anyone knew the answer to that then I suspect neither NESTA or TSB would be throwing £2.5 million at the problem next year.
But I’m increasingly convinced that London won’t solve local.
Because London looks at the world of local from the top down – and for the second time in four years, can’t get the numbers to stack.
This was telling. TrinityMirror’s bold new venture into data story-telling - that was mobile in delivery and social in intention.
Ampp3d – building on the success of its UsVsTh3m site with its 7m users.
The challenge remained the same; the one The Guardian had; the one that Sky had.
‘Coles is unfussed about commercial targets, quipping that the first ad deal, which he struck via a direct message exchange on Twitter, was for a £500 logo sponsorship for sex brand Love Honey. “We’ve not gone out to make money,” he says, taking a leaf out of Mail Online’s book. “It is scale first, revenues later.”
Which is what both the Guardian and Sky did; only to come a-cropper when it came to revenues later.
They couldn’t work it out. It will be interesting to see whether, from their perch atop Canary Wharf, Coles and Co can.
They have mobile; they have social. But on the basis that their new apps are sucking up cloud upon cloud of users’ geographical data, can they be the ones to crack local? As in location, if not local.
I’m guessing it’s a bit early for 2014 predictions.
But for the very little that it is ever worth, in 2014 the media world as we know it in the UK will go one of two ways.
People will either try to go very, very local. Or people will bet the farm on going very, very global.
And for anyone stuck somewhere in the middle, 2014 could prove as bleak and unrewarding as all-too many a year before it. The web really doesn’t care for those that can’t make their mind up.
Given I’m in a heap somewhere trying to recover from herding all-too many a cat through the door marked ‘Destination Local Demonstrators’ in time for today’s noon deadline, if I had a farm – or even the dankest, remotest of upland sheep crofts – it’s not rocket science to work out which way I’d wager it.
I’m with Eric. Mobile, local and social. And if you can somehow conjure up all three, you might have half a chance.
Others, of course, are betting a far bigger farm on their future being global; and making the kind of appointments that step up that ambition after scaling new heights of global renown and respect in terms of bestriding Mount Snowden.
Cue this from Andrew Miller on a re-shuffle at the top: ‘”GNM is really firing on all cylinders, and we are continuing to accelerate the growth of our digital revenues and build our global audience at a pace that outstrips our competitors.
“In order to capitalise on the momentum we have created, now is the right time to integrate our commercial operations across the UK, US and Australia in line with our global strategy and ambitions. I believe David Pemsel will be able to maximise the huge potential we see in both the US and Australia, while Tony Danker will be able to create new opportunities and partnerships for us around the world.
“We’d like to thank and recognise Michael Bloom for successfully steering Guardian US through its first two years. He helped build the business from a start-up operation to a much-respected media brand in the highly-competitive US market, with traffic growth of over 46% and revenue up 75% year-on-year.
“As we continue to grow we will focus on driving one global commercial strategy, to build on our enviable position as the world’s third biggest English-language newspaper website and as one of its most trusted sources of news content.”
Where next is clearly the $64m question; I guess India would make sense; or South Africa. Or push on into Kansas. Or wherever. But the global intent is evident. (My italics)
Which all makes perfect sense; being caught between the two stools of (hyper)local and regional/national isn’t entirely healthy. Nor is being national-in-a-kind-of-global-kind-of-way.
And having bought an early ticket to local and deemed it ‘unsustainable’, volume is now the name of the game. And the pull that a truly ‘global’ audience has for global brands seeking eyeball after international eyeball.
And having long been in the space that is, kind of, the planet’s voice of liberal conscience – pressing the case for both free and freedom – it is a noble quest to seek international pastures new.
The interesting thing for me come 2014 will be the fact that The Guardian won’t have that particular playing field all to themselves. Something Miller himself would appear to acknowledge; growing their global digital revenues… ‘at a pace that outstrips our competitors.’
Because a global audience with a left-leaning sense of conscience/outrage – as opposed to the MailOnline sense of ‘outrage’ – might have more than one choice of destination come the end of next year. And if anyone’s attention span is only finite online, the Guardian’s audience of choice could be splitting their engagement time at least three ways.
Because the star turn of the year in terms of liberal, anti-state outrage has to be Glenn Greenwald. The poster boy of ‘advocacy journalism’.
Who is now to be found team building with $250m worth of Pierre Omidyar’s fortune. For an online only venture. His budget for investigative reporting and exposing more of the globe’s darker underbelly is not going to be tied to the future, or not, of print.
It is a big deal. At least in the eyes of the Columbia Journalism Review - brand Glenn leaving The Guardian building to build something new.
‘What makes this extraordinary is the combination of muckraking—and, dare I say, dissident—journalists Glenn Greenwald, Laura Poitras, and Jeremy Scahill with the gargantuan fortune of one of the first internet billionaires.’
So that’s one big tank heading for that particular global lawn.
The other one is the Washington Post; now owned by Jeffrey P Bezos. On the back of building an online empire with annual sales of $61bn, paying $250m for the Post is chicken feed. But the start of his ambitions to deliver a new ‘golden age’ for the publication.
One, you have to presume, not defined by staying ‘local’ to the Beltway.
“We’ve had three big ideas at Amazon that we’ve stuck with for 18 years, and they’re the reason we’re successful: Put the customer first. Invent. And be patient,” he said. “If you replace ‘customer’ with ‘reader,’ that approach, that point of view, can be successful at The Post, too.”
Aim high and innovate isn’t the kind of rallying call to take the WaPo local.
So here’s the challenge – particularly to a brand still in its early adolescence in terms of that US audience.
You now have the founders of eBay and Amazon planning on becoming global media moguls; whose pockets dwarf those of the Scott Trust. And both would appear to be of a mind to challenge the existing establishment.
Small ‘e’. Because they have already smashed the retail establishment; why not the media one? Or, indeed, the political one?
And whilst both might be bigger and better than squabbling over the Madison Ave banner ad bucks, they are clearly out to command the attention of a global, online audience.
Mr Greenwald is certainly no stranger to demanding attention. And with attention, somewhere, comes revenue.
And if both Omidyar and Bezos have no need to charge for that attention – to keep the mantra of free alive whilst others ponder following the NYT in terms of a pay wall, metered or otherwise, that too would concern me.
Going global is no less fraught with challenges than going hyperlocal. You just need deeper pockets.
Mr Danker is going to have an interesting New Year.
It is now six years since I sat on a revenue panel at Jeff Jarvis’ NewsInnovation gig at CUNY in the city of New York and talked about ‘bottom up’ advertising models.
It feels a lifetime ago now.
And for anyone who has tried to tie such thinking to the field of hyperlocal media, so the intervening years have brought very little by way of respite or release.
Ask Richard at SaddleworthNews, or Nigel from InsideTheM60, or indeed Tim from BrixtonBlog and they will all I’m sure say the same – you build a beast audience-wise, one that needs constant feeding content-wise and yet offers precious little by way of financial return.
Persuading the Saddleworth butcher, the Manchester baker and the Brixton candlestick maker to part with their ‘digital dimes’ is a huge challenge in these economically straitened times.
And yet – as both the Guardian and Sky have proved with their respective, and abandoned, forays into the field of local – the appetite is there for local news; 50,000 monthly uniques apiece for the cities of Leeds, Edinburgh and Cardiff; 600,000 for the region of Tyne&Wear.
And yet still – commercially – people can’t make the numbers stack. On either side of the Pond as AOL start their weary retreat out of Patch; half the staff cut in the summer. Further proof that, right now, nothing quite works in the realm of hyperlocal media.
Only the one-man bands – led by Howard Owens at The Batavian and our own James Rudd in Towcester – are digging a newsy living out of local advertising.
If the local newspaper groups here in the UK had the answer then I’m guessing that the TSB and Nesta wouldn’t be offering anyone £2.5m to find one. We would all be following the lead of a Newsquest or a Johnston, a LocalWorld or an Archant.
As it is, we’re all in this together – trying to make something, if not anything, sustainable work. Be it for a Hartlepool or a Harpendon. And all the mid-sized market towns in between.
At the top of this post is a picture – of planets aligning. And this, I think, is where we’re at now; starting to recognise which major planets need to align within the hyperlocal solar system for something to work.
And like most planetary alignments, they only happen once in a blue moon – which is why 2014 and that £2.5m of TSB cash could prove of such significance.
The first planet has to be mobile. Be it smartphone or tablet, the answer has to be presented in the palm of my hand. That’s where we all live our lives. You come to me with my news.
The second is content – engaging local content that keeps an audience’s eyeballs fixed long enough on that mobile platform for me to sell advertising.
And that, for me, means video. We are not so much trying to deliver a local news vehicle fit for Generation X as for Generation You. Mobile video is exploding. The kids will expect nothing less.
For mobile and video to align locally, you need connection.
Connection that allows that local, video-led content to be streamed effortlessly onto your mobile device. And that means a wireless/wifi provider has to be in the loop – if content is king and collaboration is queen, then connection is the chessboard. You have neither without the other. And somewhere there has to be a reward mechanism. The wifi boys aren’t turning up locally for nothing.
A combination of mobile and localised wifi gives you another planet – geo-location. Now I know where you are. Have a relevant local offer. And feed me your data while you’re there…
Which brings us to the next planet in line – the national brand advertiser seeking to message an audience in a specific location. A revenue ‘anchor’. From day one. And one that scales with you.
The reality is that the local butcher, baker and candlestick-maker will be the slowest adopters of new, mobile ad tech. First in line will be big brands and their attendant ad agencies – *IF* the proposition is simple and ubiquitous. Made to be a no-brainer.
That the brand message can be delivered into any device in any postcode; off a single, command and reporting console.
Ad networks are named so for a reason; they respond best when matched to other networks, not paired to individuals. A MyWelshpool or a Wrexham.com will only gain Tescos ad spend if they are part of a network. That allows Tescos to do the same in MyHartlepool. In MyHarpendon.
And without national ad campaigns to supplement the income you can derive locally, then a sustainable future might be beyond them.
I would also add a big moon to the anchor advertiser planet – local authorities. They know their message has to be delivered to mobile. Locally.
Marry highly-targeted municipal messaging to the premium value that national brands will continue to pay for increased local footfall via geo-located mobile advertising and you have the basis of funding a part-time occupation – before the butcher, baker and candlestick maker redirect their own ad spend into that town-sized marketing space.
Look around the history of the UK hyperlocal sector and you can see certain planets revolving – the Guardian offered a person at the centre of their worlds; a Hannah in Cardiff and a John in Leeds.
The story-tellers had a human face. They were local. They were flesh and blood, not automated bots. Grunts on the ground, not data drones in the air.
Sky led with video. Onto mobile. Sky Tyne&Wear had VJs; MoJos. Who generated 600,000 plus monthly uniques. How many monthly visitors might a part-time village VJ deliver – and at what cost?
If you can get the appropriate planets to align… find yourself a video-led mobile content platform powered off a localised wifi network with an anchor advertiser delivering relevant local offers, all with a view to scaling across both app and portal plays nationwide?
This was interesting. Ed Walker’s predictions for 2014. Where next for digital journalism?
Content for mobile… Geotargeted content… Video… Lists… Hyperlocal gets serious.
Of his five ‘planets’, four are in our solar system. He’s gazing in the same direction. And coming to the same conclusions.
This was an interesting read – the latest ‘circulation’ figures for TheTab, the student read of choice in 2013.
Given that the above chart stops in November at 1 million monthly uniques, the revelation that December topped that figure again at 1.3 million would suggest a website that knew its audience inside out. It was, in short, giving the punters what they wanted. Something bright and brash.
It isn’t Cherwell. Its a lot smarter than that. It is, after all, also a network.
Pause a moment and ponder the other runaway ‘circulation’ success of this web age – MailOnline. Globally, it was running at 154 million monthly browsers in October, according to Press Gazette.
It is in a class of its own.
Again, part of its success must be down to its intimate knowledge of its audience. It gives the punters what they want; and they keep coming back for more.
Certain news purists might argue that the average punter doesn’t know what they want; that the Mail has somehow manipulated the popular market into accepting the ‘Sidebar of Shame’ as the news that matters to them; that they have led the audience on. Dumbed down on the news that ought to matter to them.
In their opinion.
Increasingly, I would disagree. The web is such a beast that if the content to be found on the MailOnline didn’t hit the engagement spot, then punters would find their entertainment elsewhere.
That it provokes is part of the package.
That it challenges figures of authority – albeit from a certain stance and standpoint – is just part of a popular tradition that stretches back centuries. In a certain sense, it is irreverent, mass entertainment Punch and Judy-style. With added bikini.
The Wikipedia page makes the point; that Punch, ‘is a manifestation of the Lord of Misrule and Trickster figures of deep-rooted mythologies…’
Paul Dacre as a ‘Lord of Misrule…’ If the cap fits. But the gist is pretty simple. Mischief making sells. As, of course, does sex. In the case of both the MailOnline and TheTab, the jury remains firmly out as to whether data sells.
Worthy, but ultimately dull could be one conclusion.
Because for vast swathes of society – and across vaste swathes of history – ‘news’ has never been taken that seriously; given half a chance, punters will flock to scandal – the more titillating the better; they will take delight from those that mock their masters and, generally, find entertainment in baser pleasures of the flesh. That’s how we’re wired; all of us.
That can be all the news that matters to me. Light relief. To coin a phrase.
And there is a whole generation out there now who have been brought up on JackAss and RudeTube; Generation You who are all seeking a little light relief from their studies with content that hits the by now engrained spot.
That is easy on the eye; easy on the brain. Just makes me smile. For when I get a moment.
It is a formula that the Mail have honed to perfection and would, appear, to underpin a little of the thinking at TheTab.
They are giving their audience the news that matters to them – in a manner and a style that they have grown up to embrace and value. However much an older generation might come to wonder at and question said values.
These are their’s; suck it up…
But there is another string to TheTab’s bow that – to my mind – makes it one to watch and must, in part, play a role in that explosive growth.
Because the sprinkle of genius is the fact that they bring those same students the news that matters to them locally…
Be they studying in Warwick or Exeter, Manchester or Norwich
They are building an elegant network. From the bottom up…
Already they are reaping the benefit content-wise. Reporters can be trained up centrally, sent out to bat locally. Their local content can then feed up into a ‘national’ hub and from there syndicated up again – into a MailOnline or a SunOnline for whom charting jolly student japes has long been standard fare. Particularly if they come with pics attached.
The interest round here, of course, is how that lends itself to a local-national ad model – that you can hit both markets. The ‘bottom up’ and the ‘top down’. At scale. And with those kind of audience numbers.
The York curry house and the Exeter letting agency can happily market their wares to a local student audience – just as much as NatWest’s student banking campaign can target kids in Exeter, York, Manchester and Norwich.
Equally, you ought to be able to find kids with a willingness to sell; be it locally – or across that network.
And having hit that niche so well – given your audience the content they want – don’t now sell yourself short with a top down ad network with no knowledge or interest in the York curry house or the Exeter letting agency.
“We know who our readers are and they’re very loyal,” Rivlin said in that Guardian piece.
“They’re clearly defined, as is our site’s identity. That’s really valuable to advertisers.”
What’s equally valuable to local advertisers is the fact that those readers are also ‘clearly defined’ as local to me. Be they in Manchester or Exeter, Norwich or York.
You’ve built the platform – and the punters have come. Now fill yer boots…
I make no apologies for quoting this piece at length.
It was the first time I had ever read the full story of Tim Armstrong’s rise to fame and fortune; I had never twigged that one of his greater claims to fame was the way in which he signed up a local ad sales force for Google.
Nor did I realise that he was deemed to be one of the more personable CEOs out there. A decent guy. Apparently. Who had an idea called Patch. Perhaps the author is his mate; perhaps the piece is slanted favourably.
But his run-in with the ‘active investor’ Jeff Smith – as chronicled here – is what I wish to quote at length.
Because, for me, Armstrong is right; his continuing gut instinct about the way he would take Patch to profit reflects perfectly the crossroads upon which local ad tech stands.
To one side is those that believe the bots will deliver an answer; to the other, those like – I suspect – Armstrong who believe long lasting value and worth comes from the human sales relationships that traditionally have always come to underpin local advertising.
The Mops and Pops for whom Patch was designed ‘from the bottom up’ trust a human with their ad *dollars*; by contrast, they’ll only give a dime to an algorithm.
Anyway, that quote. At length. As Armstrong fought for his future in charge of AOL in the face of the concerned shareholder; the one who couldn’t do the math.
‘…more than any other of Armstrong’s decisions, it was his massive investment in Patch that most perplexed Smith.
‘He and his team had done the math, and they couldn’t figure out how Patch was ever going to be profitable. They had counted all the ads available for sale on Patch and multiplied that number by the rates AOL was charging.
‘The number still fell short of the amount it cost AOL to employ Patch’s 1,000-plus-person workforce.
‘And that was assuming Patch was selling all its ads. Smith estimated it was actually only selling fewer than 20% of them. He didn’t think that number was going to climb higher, mainly because Patch sold ads to local businesses on a flat monthly basis.
‘The price for most online ads is determined by how often they are viewed or clicked-on. Judged by those metrics, the flat rate AOL was charging for Patch ads was insanely high.
‘Smith believed any sophisticated small-to-medium business would never go for AOL’s rate.
‘The kicker was that no business had to pay AOL’s prices, even if they wanted to get on Patch.
‘AOL had sold some of its Patch ad space to Google for re-sale, and, using Google’s ad-buying tools, any small business could buy space on a Patch site at a much cheaper rate.’
In the early spring of 2007, over the course of a couple of months, we did 400,000 impressions on MFW/Norwich. And made $140 off the Google text ads sold on a click basis.
Alongside those AdSense spaces, we sold display ads the old fashioned way. With a shoe-leather salesman. On a commission. To date we have taken c$175,000 worth of local revenue. As sold by a human. Locally.
At a rate of c$250 per month – a flat tenancy rate – our math would, like Armstrong’s, come out at an ‘insanely high rate’ in terms of our average CPM returns compared to letting the bots run riot across our beat audience.
The balancing act is the cost of keeping a human in the sales loop and arming them with a car, a suit and a lap-top as opposed to the returns a machine delivers. Viewed from Wall Street down, the only way to do this was via a machine. After all, that’s how they sold stocks, traded currency and swapped positions in a millionth of a second.
‘What the f*ck are you doing Tim paying a human to do this?’
I suspect Armstrong – sales person extraordinaire – knew the answer. And still knows the answer. That the premium local ad rates he needed to get Patch to turn a profit at the scale of those 900 sites can be driven via a human sales force – if they are given the time and the resource to build online sales relationships that last. Just as they have for 300-odd years in print.
People pay that bit extra because they like the sales person. It’s how humans work. How people sell to eachother. With a smile.
And there is one other line in that piece – witting or not – that merely underlines the fundamental misunderstanding Smith and his cohorts had when it came to local ad selling.
‘Smith believed any sophisticated small-to-medium business would never go for AOL’s rate..’
And just how many ’sophisticated’ SMEs has Smith ever met?
He’s viewing that local ad land from Wall Street down; not Main St up.
Maybe Google and Co are just too sophisticated for the local advertiser; not that they couldn’t eventually get the dark mysteries of the LumaScape, rather they have neither the time nor the energy nor the inclination to engage with a machine.
Armstrong, it would appear, knows his Main St. His ‘Beginnings’ were in Boston; selling ads for a small Boston website. Person to person; P2P.
When he hired for Google, he hired people. He didn’t build machines.
I suspect to carpet the length and the breadth of the US with a complete, Patch-work quilt of local news sites was an impossible dream.
But I have always admired the way that Armstrong stuck to his guns re Patch. Because, in his heart, he knew he was swimming with the ‘bottom up’ tide. And he knows that – over time - a human will always beat a machine in terms of sales.
Particularly in local.
A fact lost on Mr Smith. Who couldn’t do the math.