There have been several interesting posts of late; all of which on their own merited deeper consideration in this neck of the woods.
Alas, my time hasn’t been wholly my own of late; only kid duties have called.
But this was great; like really great…
Because the author – in this case Moritz Wuttke – was delivering the same message to the same audience [the World Association of Newspapers] as Matthew Buckland was earlier this spring; namely that newspaper publishers had to start thinking outside the Google box; that maybe AdSense wasn’t doing them any favours…
In short, Matthew Buckland was describing www.addiply.com in his call for an ad model that delivered a 90% return to publishers…
http://outwithabang.rickwaghorn.co.uk/?p=272
Just as Mr Wuttke was describing Addiply when he suggested: ‘…that newspaper publishers make advertisers work far too hard when it comes to buying adverts. It should be possible within three clicks, he said…’
As it is.
On Addiply.
And then there was this piece… by Shelby Bonnie. Let’s kill the CPM…
http://www.techcrunch.com/2009/09/25/lets-kill-the-cpm/
And these lines…
What will a new solution need?
- Simple. In the end, I realize that to make the business of marketing work it can’t all be art. You have to have a way to create a streamlined process… Simplicity can lead to scalability, which allows for more efficiency for publishers, agencies, and marketers.
Where do we start?
- First, just stop using the CPM. Yes, it will break every model and process that the industry holds dear, but we need to get rid of the crutch. The ensuing turmoil will bring creative thinking, new ideas, and entrepreneurial passion….
Yes, he’s describing… OK.
If I look back over the last 12 months in this roller-coaster world of ours, there are two lines that stand out. One, almost, inevitably by Clay Shirky. ‘Nothing works, but everything might…
The other comes from Mr Cohn who I first bumped into at Jeff Jarvis’ www.NewsInnovation.com gig at CUNY in the autumn of 2007. David subsequently went on to win Knight funding for his Spot.Us project out of San Francisco… all of which inspired those wonderful lines about if, online, content was king, then collaboration was queen. And as with the game of chess, we all know which is the more powerful…
http://www.digidave.org/2009/03/collaboration-is-queen.html
Superb.
It was to such thinking that David returned with news that a certain Warren Hellman was about to pump $5 million into the launch of a Bay area newsroom that would, it appears, have collaboration at its heart.
http://www.sfbg.com/blogs/politics/2009/09/hellman_and_partners_to_launch_1.html
Or, at least, that was David’s hope… http://www.digidave.org/2009/09/dear-warren-hellman-some-solicited-advice.html … as various parties, the New York Times and the Berkeley School of Journalism among them, sought to find a new, not-for-profit way of providing the Bay area with the kind of news that the San Francisco Chronicle once laid claim to.
Of course, we have our own interest here. Cos for the last 5-6 months we have been collaborating with said J-School; looking to see if we couldn’t empower Richard Koci Hernandez’ kids to run OaklandNorth and MissionLocal on a not-for-loss basis.
Behind the scenes, that process continues as we tweak and twidde with our $ Addiply.
But the point is simple. For me, in media’s darkest hour of need, big media and small media are starting to work together; there is a growing sense that the solution – perhaps – lies in this vast, great melting pot that lies between the two…
…that if we can apply some of that big media ’selling’ science honed and refined over 300 years of newspaper production and ad sales to some of the street-level solutions that such community-minded folk as David at Spot.Us and, hopefully, us here at www.addiply.com have come to recognise as key to our own survivals, then maybe part of an answer may emerge.
I suspect the answer may be beyond all of us; part of an answer may however be within reach.
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