Archive for July, 2004

Looking beyond your brand

Posted Monday, July 26th, 2004

The Holy of marketing Holies, your brand, is no longer a guarantee for the future, according to a provocative report in the New York Times. The article focuses on AT&T, but offers an important look into one of the most dangerous trends in American business today — relying on brand until it’s too late.

Famous brands have faded before, of course, but the impact of deregulation, galloping technology, marketing clutter and increasing global competition has made it harder than ever for established brands to stay on top. That is especially true when a dominant player in a market fails to react to change, allowing new and aggressive rivals to innovate with products or pricing.

No one is suggesting that brands are not important. But increasingly, marketing experts say, companies that think their brands will insulate them against competition are in for a shock. The reverse is more likely to be true, marketers say: the brand will not compensate for missteps, but missteps will devastate the brand.

The increased competition in many industries underscores the new reality that few brands can be all things to all people. “The metaphor for American society is no longer the melting pot; it’s the quilt,” Mr. Donatiello (Nicholas Donatiello, president of Odyssey, a San Francisco research firm) said. “People no longer want to watch the same television show or use the same toothpaste.”

Local TV is a business that relies too much on brand, in my opinion, and it’s one of the reasons it’s so threatened. Brand emphasis hasn’t stopped the accelerating audience drain, and it’s doing little in terms of driving people to monolithic TV Websites. Brand emphasis is a problem, because it doesn’t recognize the most important reality about business today — that the seller’s market illusion is gone, long gone, and that consumers are clearly in charge. Television is a limited medium, and it had better wake up to that fact — and quickly. If you want to continue as “The Weather Authority” in your market, you’d damned well better be that across all mediums, including the Internet. And here’s the kicker. “The Weather Authority” isn’t the TV station; it’s much bigger. It’s a multimedia world we’re in, of which TV is just a part. Your TV brand will NOT protect you in this multimedia environment.

Moreover, brand reliance puts the focus on you and not your audience or users or community. I realize that’s a fine line, but in a “no demand for messages” world, why spend your energy crafting beautiful messages that nobody wants? Get involved in the conversation. That’s where everybody’s going while you’re massaging your brand.

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Online gimmicks on their way out?

Posted Saturday, July 24th, 2004

An Associated Press report this weekend is music to my ears, and while the report talks about online gimmickry and political conventions, I’m hoping it marks an overall transition on the World Wide Web:

Gone from Internet coverage of the political conventions are most of the gimmicks, like 360-degree cameras that Web surfers can control from their homes. Also gone are television-style reports at USA Today’s Web site and an original newscast from America Online Inc.

While 2004 brings better use of high-speed Internet connections, Flash animation technology and independent Web journalists known as bloggers, media organizations are largely returning to the basics on the Internet.

They are dropping the bells and whistles in favor of what they do best: covering the news.

“The big difference between here and four years ago is that the gee whiz element of the Internet has ended,” said Stephen Bromberg, executive editor for Fox News Channel’s Web site. “People now just expect to get the news from the Web site.”

I can remember conversations years ago arguing that the overabundance of gimmicks and effects on even the popular Websites was the equivalent of creative children playing with finger paints. Television was the same way. Early pre-produced TV (mostly commercials) was largely one effect after another. The Web was even more irritating, because of the hundreds of effects available to publishers: blinking, whirling, moving, try this, try that, bold text, big text, small text, rollovers, mouseovers, pop-ups, moving colors, changing colors, chirping, whistling, beeping, “You’ve got mail,” doors slamming, doors opening…a typical Website was then (and still is) a mass of people trying to get your attention ANY way possible.

I hope — I pray — that people are beginning to get the point that it’s the content that brings people to a Website (or a Website to people) and keeps them involved, not the fancy bells and whistles that have dominated Web development for too long. My company’s slogan is, “Just because you can, doesn’t mean you should.” Can I get an amen?

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Online gimmicks on their way out?

Posted Saturday, July 24th, 2004

An Associated Press report this weekend is music to my ears, and while the report talks about online gimmickry and political conventions, I’m hoping it marks an overall transition on the World Wide Web:

Gone from Internet coverage of the political conventions are most of the gimmicks, like 360-degree cameras that Web surfers can control from their homes. Also gone are television-style reports at USA Today’s Web site and an original newscast from America Online Inc.

While 2004 brings better use of high-speed Internet connections, Flash animation technology and independent Web journalists known as bloggers, media organizations are largely returning to the basics on the Internet.

They are dropping the bells and whistles in favor of what they do best: covering the news.

“The big difference between here and four years ago is that the gee whiz element of the Internet has ended,” said Stephen Bromberg, executive editor for Fox News Channel’s Web site. “People now just expect to get the news from the Web site.”

I can remember conversations years ago arguing that the overabundance of gimmicks and effects on even the popular Websites was the equivalent of creative children playing with finger paints. Television was the same way. Early pre-produced TV (mostly commercials) was largely one effect after another. The Web was even more irritating, because of the hundreds of effects available to publishers: blinking, whirling, moving, try this, try that, bold text, big text, small text, rollovers, mouseovers, pop-ups, moving colors, changing colors, chirping, whistling, beeping, “You’ve got mail,” doors slamming, doors opening…a typical Website was then (and still is) a mass of people trying to get your attention ANY way possible.

I hope — I pray — that people are beginning to get the point that it’s the content that brings people to a Website (or a Website to people) and keeps them involved, not the fancy bells and whistles that have dominated Web development for too long. My company’s slogan is, “Just because you can, doesn’t mean you should.” Can I get an amen?

Posted in Uncategorized | No Comments »

Online gimmicks on their way out?

Posted Saturday, July 24th, 2004

An Associated Press report this weekend is music to my ears, and while the report talks about online gimmickry and political conventions, I’m hoping it marks an overall transition on the World Wide Web:

Gone from Internet coverage of the political conventions are most of the gimmicks, like 360-degree cameras that Web surfers can control from their homes. Also gone are television-style reports at USA Today’s Web site and an original newscast from America Online Inc.

While 2004 brings better use of high-speed Internet connections, Flash animation technology and independent Web journalists known as bloggers, media organizations are largely returning to the basics on the Internet.

They are dropping the bells and whistles in favor of what they do best: covering the news.

“The big difference between here and four years ago is that the gee whiz element of the Internet has ended,” said Stephen Bromberg, executive editor for Fox News Channel’s Web site. “People now just expect to get the news from the Web site.”

I can remember conversations years ago arguing that the overabundance of gimmicks and effects on even the popular Websites was the equivalent of creative children playing with finger paints. Television was the same way. Early pre-produced TV (mostly commercials) was largely one effect after another. The Web was even more irritating, because of the hundreds of effects available to publishers: blinking, whirling, moving, try this, try that, bold text, big text, small text, rollovers, mouseovers, pop-ups, moving colors, changing colors, chirping, whistling, beeping, “You’ve got mail,” doors slamming, doors opening…a typical Website was then (and still is) a mass of people trying to get your attention ANY way possible.

I hope — I pray — that people are beginning to get the point that it’s the content that brings people to a Website (or a Website to people) and keeps them involved, not the fancy bells and whistles that have dominated Web development for too long. My company’s slogan is, “Just because you can, doesn’t mean you should.” Can I get an amen?

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Could OhmyNews! work here?

Posted Saturday, July 24th, 2004

From Dan Gillmor: “The Guardian’s Jack Schofield has a chat with the founder of OhmyNews.com, the Korean online newspaper. Could it work elsewhere, he asks?”

I think so, and so does Dan. Good reading.

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Could OhmyNews! work here?

Posted Saturday, July 24th, 2004

From Dan Gillmor: “The Guardian’s Jack Schofield has a chat with the founder of OhmyNews.com, the Korean online newspaper. Could it work elsewhere, he asks?”

I think so, and so does Dan. Good reading.

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Could OhmyNews! work here?

Posted Saturday, July 24th, 2004

From Dan Gillmor: “The Guardian’s Jack Schofield has a chat with the founder of OhmyNews.com, the Korean online newspaper. Could it work elsewhere, he asks?”

I think so, and so does Dan. Good reading.

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The modern day Tower of Babel

Posted Thursday, July 22nd, 2004

It’s amazing what the Internet will teach you, if you’ll just let it. Promotion, for example, more often comes through attraction rather than anything manipulative. If the product or service is something that somebody is seeking, the increasing omniscience of the Web can easily put the two together. This, I think, is bad news for the shysters of the world, who’ve lived off mass marketing, and good news for excellence, innovation and integrity. Why? Because on the Web, the end user is capable of making his or her own decisions without the influence of mass marketing manipulation. A case in point is my experience last night.

Earlier this week, I published the latest in the TV News in a Postmodern World series of essays. OhmyNews! in South Korea republishes these essays in their English language version. Here’s the way the essay looks on their Website:

I’ve highlighted the “Contact Reporter” link, because a couple of the people who read the essay there (instead of my own server) sent emails. Todd Thacker, my contact at OhmyNews!, forwarded the emails last night. One was from Malcolm Lewis, president and CEO of PremierGuide, Inc., the people who built the local search example I used in the essay. So, an essay written and published in Nashville, and later republished in Seoul, is read by the head guy of a California company referenced in the essay.

How did he find the article? There are many possibilities. Google, among others, offers news alerts on any keyword you can imagine. Since Google doesn’t spider my Website as a “news” outlet, it showed up in the Google system via OhmyNews!:

This is fascinating to me, and, more importantly, it’s a(nother) confirmation that the Internet is forever changing our world. This principle of “attraction” as a marketing concept is the polar opposite of conventional thinking. People (mostly journalists) often hammer the idea that the vastness of the Web and its content makes it impossible to get an overview perspective on things, to which I respond that the belief in such a perspective is — and has always been — an illusion for mere humans. We’re building an enormous brain to do it for us, and as each month goes by, it keeps getting easier and easier to cross its synapses and access that which we require.

The Internet is the modern day “Tower of Babel.” Let’s hope God allows us to keep this one.

Posted in Uncategorized | 3 Comments »

The modern day Tower of Babel

Posted Thursday, July 22nd, 2004

It’s amazing what the Internet will teach you, if you’ll just let it. Promotion, for example, more often comes through attraction rather than anything manipulative. If the product or service is something that somebody is seeking, the increasing omniscience of the Web can easily put the two together. This, I think, is bad news for the shysters of the world, who’ve lived off mass marketing, and good news for excellence, innovation and integrity. Why? Because on the Web, the end user is capable of making his or her own decisions without the influence of mass marketing manipulation. A case in point is my experience last night.

Earlier this week, I published the latest in the TV News in a Postmodern World series of essays. OhmyNews! in South Korea republishes these essays in their English language version. Here’s the way the essay looks on their Website:

I’ve highlighted the “Contact Reporter” link, because a couple of the people who read the essay there (instead of my own server) sent emails. Todd Thacker, my contact at OhmyNews!, forwarded the emails last night. One was from Malcolm Lewis, president and CEO of PremierGuide, Inc., the people who built the local search example I used in the essay. So, an essay written and published in Nashville, and later republished in Seoul, is read by the head guy of a California company referenced in the essay.

How did he find the article? There are many possibilities. Google, among others, offers news alerts on any keyword you can imagine. Since Google doesn’t spider my Website as a “news” outlet, it showed up in the Google system via OhmyNews!:

This is fascinating to me, and, more importantly, it’s a(nother) confirmation that the Internet is forever changing our world. This principle of “attraction” as a marketing concept is the polar opposite of conventional thinking. People (mostly journalists) often hammer the idea that the vastness of the Web and its content makes it impossible to get an overview perspective on things, to which I respond that the belief in such a perspective is — and has always been — an illusion for mere humans. We’re building an enormous brain to do it for us, and as each month goes by, it keeps getting easier and easier to cross its synapses and access that which we require.

The Internet is the modern day “Tower of Babel.” Let’s hope God allows us to keep this one.

Posted in Uncategorized | 3 Comments »

The modern day Tower of Babel

Posted Thursday, July 22nd, 2004

It’s amazing what the Internet will teach you, if you’ll just let it. Promotion, for example, more often comes through attraction rather than anything manipulative. If the product or service is something that somebody is seeking, the increasing omniscience of the Web can easily put the two together. This, I think, is bad news for the shysters of the world, who’ve lived off mass marketing, and good news for excellence, innovation and integrity. Why? Because on the Web, the end user is capable of making his or her own decisions without the influence of mass marketing manipulation. A case in point is my experience last night.

Earlier this week, I published the latest in the TV News in a Postmodern World series of essays. OhmyNews! in South Korea republishes these essays in their English language version. Here’s the way the essay looks on their Website:

I’ve highlighted the “Contact Reporter” link, because a couple of the people who read the essay there (instead of my own server) sent emails. Todd Thacker, my contact at OhmyNews!, forwarded the emails last night. One was from Malcolm Lewis, president and CEO of PremierGuide, Inc., the people who built the local search example I used in the essay. So, an essay written and published in Nashville, and later republished in Seoul, is read by the head guy of a California company referenced in the essay.

How did he find the article? There are many possibilities. Google, among others, offers news alerts on any keyword you can imagine. Since Google doesn’t spider my Website as a “news” outlet, it showed up in the Google system via OhmyNews!:

This is fascinating to me, and, more importantly, it’s a(nother) confirmation that the Internet is forever changing our world. This principle of “attraction” as a marketing concept is the polar opposite of conventional thinking. People (mostly journalists) often hammer the idea that the vastness of the Web and its content makes it impossible to get an overview perspective on things, to which I respond that the belief in such a perspective is — and has always been — an illusion for mere humans. We’re building an enormous brain to do it for us, and as each month goes by, it keeps getting easier and easier to cross its synapses and access that which we require.

The Internet is the modern day “Tower of Babel.” Let’s hope God allows us to keep this one.

Posted in Uncategorized | 3 Comments »

An internet address for everybody

Posted Wednesday, July 21st, 2004

ICANN, the U.S. body managing global Website allocation has announced a powerful new technology which makes it possible for every human being to have an Internet address. The new Internet protocol is called IPv6, and it provides trillions more addresses than the IPv4 system that is in use today. This announcement bears watching. On the surface, it seems great. It’ll help with Internet security, but there’s also that sticky privacy issue, because it’ll certainly make it harder for people to “hide” online.

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An internet address for everybody

Posted Wednesday, July 21st, 2004

ICANN, the U.S. body managing global Website allocation has announced a powerful new technology which makes it possible for every human being to have an Internet address. The new Internet protocol is called IPv6, and it provides trillions more addresses than the IPv4 system that is in use today. This announcement bears watching. On the surface, it seems great. It’ll help with Internet security, but there’s also that sticky privacy issue, because it’ll certainly make it harder for people to “hide” online.

Posted in Uncategorized | No Comments »

An internet address for everybody

Posted Wednesday, July 21st, 2004

ICANN, the U.S. body managing global Website allocation has announced a powerful new technology which makes it possible for every human being to have an Internet address. The new Internet protocol is called IPv6, and it provides trillions more addresses than the IPv4 system that is in use today. This announcement bears watching. On the surface, it seems great. It’ll help with Internet security, but there’s also that sticky privacy issue, because it’ll certainly make it harder for people to “hide” online.

Posted in Uncategorized | No Comments »

RSS anecdote

Posted Wednesday, July 21st, 2004

A friend of mine bought a new Macintosh powerbook this week. It is one very cool computer. The OSX Safari browser has an RSS element that is also very cool, so she’s spent the day loading it up with xml addresses to receive her favorite news and blogs. I can tell she’s excited.

She lives in a community where the local TV station Websites are all managed by Worldnow, so I was able to tell her how to obtain local news headlines in addition to her favorite national outlets. Worldnow’s centralized software creates the same thing for every client. By attaching a variable to the URL of a Worldnow “news” page, everything published on that page is available via RSS. The variable is:

&clienttype=rss

Simply navigate to the news page of a Worldnow website, copy the URL, add the variable, and enter it into your RSS reader. Viola!

The interesting thing about this is the station she’s tapping has no idea this is taking place. They’re unaware they can do this, or, if they are aware, they don’t think it’s a big deal. How sad.

Posted in Uncategorized | No Comments »

RSS anecdote

Posted Wednesday, July 21st, 2004

A friend of mine bought a new Macintosh powerbook this week. It is one very cool computer. The OSX Safari browser has an RSS element that is also very cool, so she’s spent the day loading it up with xml addresses to receive her favorite news and blogs. I can tell she’s excited.

She lives in a community where the local TV station Websites are all managed by Worldnow, so I was able to tell her how to obtain local news headlines in addition to her favorite national outlets. Worldnow’s centralized software creates the same thing for every client. By attaching a variable to the URL of a Worldnow “news” page, everything published on that page is available via RSS. The variable is:

&clienttype=rss

Simply navigate to the news page of a Worldnow website, copy the URL, add the variable, and enter it into your RSS reader. Viola!

The interesting thing about this is the station she’s tapping has no idea this is taking place. They’re unaware they can do this, or, if they are aware, they don’t think it’s a big deal. How sad.

Posted in Uncategorized | No Comments »

RSS anecdote

Posted Wednesday, July 21st, 2004

A friend of mine bought a new Macintosh powerbook this week. It is one very cool computer. The OSX Safari browser has an RSS element that is also very cool, so she’s spent the day loading it up with xml addresses to receive her favorite news and blogs. I can tell she’s excited.

She lives in a community where the local TV station Websites are all managed by Worldnow, so I was able to tell her how to obtain local news headlines in addition to her favorite national outlets. Worldnow’s centralized software creates the same thing for every client. By attaching a variable to the URL of a Worldnow “news” page, everything published on that page is available via RSS. The variable is:

&clienttype=rss

Simply navigate to the news page of a Worldnow website, copy the URL, add the variable, and enter it into your RSS reader. Viola!

The interesting thing about this is the station she’s tapping has no idea this is taking place. They’re unaware they can do this, or, if they are aware, they don’t think it’s a big deal. How sad.

Posted in Uncategorized | No Comments »

The Value of Local Search

Posted Tuesday, July 20th, 2004

Here is the latest in my series of essays, “TV News in a Postmodern World.” This one examines the hot topic of local search and why I think it’s so important for TV stations to get deeply involved in this. The Sacramento Bee is providing a pretty neat model via a Website that doesn’t contain the news, weather and sports. I think stations should go one step further and build their own databases.

The Value of Local Search

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The Value of Local Search

Posted Tuesday, July 20th, 2004

Here is the latest in my series of essays, “TV News in a Postmodern World.” This one examines the hot topic of local search and why I think it’s so important for TV stations to get deeply involved in this. The Sacramento Bee is providing a pretty neat model via a Website that doesn’t contain the news, weather and sports. I think stations should go one step further and build their own databases.

The Value of Local Search

Posted in Uncategorized | No Comments »

The Value of Local Search

Posted Tuesday, July 20th, 2004

Here is the latest in my series of essays, “TV News in a Postmodern World.” This one examines the hot topic of local search and why I think it’s so important for TV stations to get deeply involved in this. The Sacramento Bee is providing a pretty neat model via a Website that doesn’t contain the news, weather and sports. I think stations should go one step further and build their own databases.

The Value of Local Search

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A rant gets it wrong

Posted Tuesday, July 20th, 2004

“Surveying the Sad Decline of the News Business Since the Triumph of Watergate” is the subhead of an AdAge rant by Randall Rothenberg, author, journalist and now chief marketing officer at Booz Allen Hamilton. Here’s a guy who glorifies Walter Lippmann, the father of professional journalism, and blames ego, celebrity and the media’s obsession with the media for this “decline.” I’m sure Mr. Rothenberg’s a smart guy, but he’s only partially right here.

Ego, celebrity and the media’s obsession with the media are all FRUITS of Watergate. Here’s what I posted on The Buzzmachine this morning:

I used to think Watergate was the be-all-and-end-all of journalism, but I don’t see it that way anymore. In fact, I think Watergate started the inevitable slide of institutional journalism, by exposing it for what it was — just another institution enamored with itself. Watergate produced reporters of fame, and soon everybody wanted to be just like them.

Notches on a journalist’s gunbelt were first carved during Watergate. Damn, it was heady! “We” brought down a sitting President. Just imagine what else “we” can do! Ask the TV reporter in Fargo who got fired after pleading guilty to trespassing if he wasn’t looking for a notch when he jumped a chain link fence at the Fargo airport to “test” security.

And I love this:

…Walter Lippmann gave journalists standing alongside other leaders as shapers…of public opinion…

Pride goeth before the fall, the old Proverb says. Oxygen deprivation is journalism’s biggest problem — from living so long atop the pedestal it has created for itself.

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