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Crafting a recipe for blogad success

by henrycopeland
December 17th, 2004


Toby Bloomberg, Atlanta’s leading blog evangelist, has been working with one of her clients to test Blogads. The small test wasn’t a raging success. Toby has blogged the experience, and I’ve added some thoughts in her comments. I’ll repeat them here to have a copy secure for my own reference:

In a subsequent test, I’d love to see the creative engage more directly with the sensibilities of targetted blog(s).

As Toby noted, the best clicks came from www.TowleRoad.com, where the ad creative gave a nod to the blog’s gay readership. Next time, let’s nod harder…or wink or nudge or cajole! (Here’s that creative:

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The creative for the other blogs could have run anywhere on the Internet. Here it is:

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As Toby, Donna and I discussed before the ads ran, what makes each blog unique is its personality; blogads do best when they engage blog personalities. Great blogs inspire strong group identities. These groups see the world through a certain set of eyeglasses. They speak in certain codes and fixate on certain issues.

So ads ideally show the advertiser (and the product buyer) to be one of “us” rather than one of “them.” Show some friendliness towards a blog’s sensibilies and two good things can happen. Readers click AND clickers have positive disposition as they engage your offer.

Here’s a thought experiment that pushes this strategy to its logical (and profitable?) extreme.

Every marketer dreams of having a product that appeals to everyone; but most of us would be very happy to sell to 20% of a given marketplace. Consider, for example, Volvo, which sells roughly 100,000 cars a year in the US. What if, rather than simply observing that Volvo drivers tend to be Democrats (65/35), Volvo sought to align itself as THE itself Democratic light vehicle of choice by running ads exclusively in Democratic venues and discounting Volvos to key Democrats?

If a Volvo became an identity badge for Democrats, Volvo might lose 35,000 yearly sales to Republicans, but how many sales, out of the total US sales of 17 million a year, might be gained?

Of course, this is untenable for two reasons. Volvo is owned by Ford and Ford seeks to appeal to Republicans too. And Ford Inc has Republican shareholders.

But what an established, publicly traded company like Ford can’t do, a privately owned upstart with a clean-slate brand CAN.

Consider the success of Ben & Jerry’s. Heck, if frozen milk can tap into a political sensibility to grow a brand, anything can. Ben and Jerry were happy to forgo ambitions for a certain large market segment, the apolitical ice-cream consumers they could never realistically win anyway, to absolutely own another segment that was reachable.

So let’s bring this back to Gourmet Station. I’d love to see a package of ads that appeal very strongly to a particular sensibility and run on key blogs. Gun-rights activists? Girl-scout troop leaders? Bush-detractors? For Gourmet Station, what sensibility is the analog to the eco-liberals Ben & Jerry won over?

Therein may lie a gourmet recipe not only for a great blogad campaign, but for long-term company growth.

Misc: clicktracks, Rss ads,

by henrycopeland
December 17th, 2004


Here’s a tool for tracking post click action.

Kottke on RSS ads.

Powerline is Time magazine’s blog of the year.

Also, Time magazine details “10 things we learned about blogs in ’04,” says “Radio had its golden age in the 1930s. In the 1950s, it was television’s turn. Historians may well date the golden age of the blog from 2004’when Merriam-Webster.com’s most searched-for definition was blog. How long can it last? Who knows?” Mentions blogads sellers www.instapundit.com, www.dailykos.com, www.wonkette.com, and www.talkingpointsmemo.com Congratulations everyone!

NYTimes mag continues fascination with bloggers, this time focusing on sex and privacy. I swear NYT thinks (or wishes) blog was a dirty word.

Online steamroller

by henrycopeland
December 16th, 2004


The dotcom bubble burst in 2000, but the revolution is only just beginning. Witness the impact of Craigslist.com on San Francisco’s rental market. SFGate reports:

Homefinders, a family-owned firm that billed itself as “the East Bay’s oldest and largest service for rentals since 1970,” closed its Shattuck Square office this week and pulled the plug on its Web site, leaving scores of customers in the lurch and a handful of employees without jobs.

“This type of business just isn’t viable anymore,” said Dana Goodell, 42, who bought Homefinders five years ago from the founders, her father and uncle. “In the boom days, there were thousands of people coming here from all over the country. After the dot-com collapse, there was a surplus of apartments.”

Listing services, which typically charge tenants a set fee, also have succumbed to the great equalizer known as Craigslist.com. The familiar online clearinghouse lets visitors advertise apartments, used furniture, concert tickets or themselves for free. Only employers posting jobs pay fees.

A boon to consumers, Craigslist has proven a thorny problem for those who try to make money by publishing ads for workaday necessities.

“You can’t compete with free,” Goodell said. “Our market niche is over.”

Goodell, who said the firm’s payroll swelled to more than 30 around 2000, released the remaining three employees last week and plans to file for bankruptcy.

RentTech, which bought Berkeley’s Rental Solutions about five years ago, closed earlier this fall. Two other rental services — San Jose’s Home Renters Guide and Berkeley Connection — were purchased and folded into San Francisco’s MetroRent in 1999 and 2000.

Craig Newmark, founder of Craigslist, is ambivalent about his site’s influence, widely cited for the apartment listing industry’s consolidation. “I’m personally bothered by the loss of jobs,” Newmark said. “But a lot more people benefit” when the Web replaces information middlemen, he said.

I talked with Craig last week in Boston. He’s got 70 servers and does an estimated 1.4 billion page impressions a month. “It is hard to know exactly, because we’re very cache friendly,” he said. Roughly 1/3 of his impressions are in SF. (To put his traffic in perspective, NYTimes.com does roughly 450 million impressions a month.)

Who is TDavid and why do we care what he thinks?

by henrycopeland
December 16th, 2004


The American Marketing Association has now offered a complimentary pass for its upcoming blogs-and-marketing day to TDavid, the blogger who ruthlessly critiqued next week’s event.

But a friend of mine thinks this is overkill. He writes: “Who is [TDavid], anyway? Anyone know him?… Is he really anyone who’s opinion we even need to worry about?”

Here’s my answer.

TDavid is a blogger. He’s an opinionated, obsessive, savvy geek with a megaphone who can, with a few perceptive comments and just one or two readers who also blog, ruin your reputation in 15 minutes.

While TDavid may not know anyone in New York or Chicago marketing circles, he’s woven into the fabric of the locale, Seattle, the AMA is trying to sell to. He’s got local readers and friends. And TDavid goes to blogger Meetups in Seattle. Let’s assume he said something about the AMA event if he chatted with the Seattle Times journalist or any of the 30-40 bloggers who attended last night’s Seattle blog Meetup.

There’s risk but also reward in doing business in a blogged economy. Robert Scoble wrote an interesting post yesterday about how a Microsoft team is using blogger feedback to shape product development: “How did they decide what to fix? They did a scan of all the blog comments and picked the most important things that the bloggers asked for (that could be done quickly).” Product development has never been so easy.

Back to TDavid, who has also reviewed Tablet PCs, AskJeeves, MSNToolbar, Onstar, Saturn Relay in the last week. He’s gone out of his way to provide feedback on the AMA’s offer. Until the AMA is swamped with other feedback on the upcoming event, TDavid is worth his weight in gold.

The future of marketing is engaging rather than ignoring bloggers like TDavid. For the AMA’s Seattle blog-day, TDavid would be a perfect guest star.

For some background, here’s my post yesterday. (I’ve got a personal interest because I’m participating in the Chicago day.) BTW, I’m loving this chance to re-grok Cluetrain.

Bassik: Long live the Blogad

by henrycopeland
December 15th, 2004


Michael Bassik of Malchow Schlackman Hoppey & Cooper writes a very kind review of blogads , including some feature requests. My wife, who also thought I was crazy during Blogads’ first 18 months, got a chuckle out of Michael’s lede:

At the March 2004 Politics Online conference at George Washington’s Institute of Politics, Democracy, and the Internet, Henry Copeland from Blogads posed a question to the panel on Internet advertising: ‘Have you considered placing ads on blogs?’ I was on that panel, along with Cliff Sloan from The Washington Post, Nick Nyhan from DynamicLogic, and Charles Buchwalter from Nielsen//NetRatings.

All of us on the panel had heard of blogs, perhaps even visited one or two before. But who would actually pay money to place a tiny tile banner alongside of someone’s random thoughts? We all thought Henry was crazy, along with everyone who agreed with him.

Steven Berlin Johnson on blog advertising

by henrycopeland
December 14th, 2004


One of the key books shaping my understanding of how networked blogs (aka the blogosphere) transcend traditional journalism is Steven Berlin Johnson’s Emergence: Connected Lives of Ants, Brains, Cities, and Software.” Johnson details how scores of unrelated players can collaborate and effect higher order behavior that mystifies observers who understand only top-down organizations.

So I was honored to be interviewed by Johnson for his latest article in Discover magazine. His overview: This is not a dream: You can make a chunk of change by writing a Web log.

Bit by bit over the past 10 years, the Web has erected a global platform for personal wisdom. Services like AdSense’along with other advertising outfits, including one called Blogads, which focuses exclusively on blogs’are simply the final plank. You can now compose, design, publish, promote, and make money from your writing without ever leaving your desk. Some high-profile bloggers’particularly in the world of political commentary’have attracted hundreds of thousands of people to their personal sites, making enough money from AdSense or Blogads to quit their day jobs. The liberal commentary site Daily Kos has a monthly audience that exceeds that of venerable magazines like The New Republic and The Nation.

I was a little surprised Johnson didn’t get into the blogosphere’s emergent behavior, but perhaps he’s saving that for Emergence II.

AMA enters the blog jungle

by henrycopeland
December 14th, 2004


The American Marketing Association is doing a series of one day events about blogging. Putting together a blogging event in this fast and fierce environment is tough, and I have great admiration for organizer Toby Bloomberg’s enthusiasm and determination. AMA will be doing events in Seattle, New York and Chicago, and I’m excited to participate in the Chicago event.

In dealing with various ad agencies, I constantly butt heads with the differences between traditional marketing Weltanschauung and blog marketing. (Interesting to note that the advertisers themselves are often less conservative.)

Now there’s a classic “blogs and marketing” case study brewing around next week’s AMA “intro to blogs” event in Seattle.

First, read the event’s agenda. The goal is to answer the question: “are blogs a credible marketing strategy for your brand or company?”

Then read here what a blogger, TDavid, wrote about the event on his blog. In short: “The overview doesn’t seem to know/hold the answer… And who do they have that’s speaking to answer this question?” He offers a speaker by speaker (and blog by blog) deconstruction of the event.

What’s my humble blog marketing advice for AMA blog event? While it is probably too late to do more than change the wording of the Seattle agenda, there’s still time to make substantive changes to the New York and Chicago agendas. Here’s a game plan:

a) Chant some Cluetrain: markets are conversations… and what you hear ain’t always pretty. Better to learn from criticism than ignore it or dismiss it. Greatness isn’t conceived, it’s iterated.

b) TDavid seems to be chiefly concerned by lack of substance. Are there any real-life case studies panelists are bringing along that can be listed? If participants don’t have first-hand experience, then they could make some calls and bring along some second-hand information. A great writing rule applies: “show, don’t tell.”

c) Respond in the comments section of TDavid’s blog. He’s done a very honest critique and is begging: “Please anybody who can counterpoint me on this, use the comments section and do so.” Commit to improving, welcome your further constructive AND concrete suggestions about ways to improve event. Who would HE like to hear speak?

d) Pack more information into the event: many blog events these days have LOTS of people on stage and ruthless moderation. Add more speakers. Get a debate going among panelists.

e) Commit to using the audience as a resource. Dave Winer has done a great job of turning www.BloggerCon.com into a blogospher-like roundtable rather than a one-to-many broadcast.

f) After tweaking upcoming events, respond again to TDavid’s post again in his comments section. Let other bloggers know about his critique and AMA’s responsiveness. My bet is plenty of bloggers would be interested and the press might pick up the event. Picture your desired headline outcome: “AMA takes own blog medicine, thrills participants.”

g) Comp TDavid a ticket to the event — he’s given a lot of great free advice and would make a great participant.

Damn, I just reread the Cluetrain 95 theses. It’s all in there. And still today, only a few advertisers have any sense the world is changing.

Factoids from Harvard

by henrycopeland
December 11th, 2004


Factoid 1 of the day, from Buzzmachine: “Mohammed said the President understood what blogs are and their importance and they found the staff in the White House views reading blogs as part of their jobs now. The brothers said they were in the White House not just as Iraqi citizens but as representatives of the blogosphere.”

Factoid 2: Craig Newmark says Craigslist, with 70 machines, is doing roughly 1.4 billion impressions a month, roughly 1/3 of that in SF. 1.4 billion is rougly twice as many impressions as the NYT.com and WP.com added together.

CBSnews.com busy with covert ethical cleansing

by henrycopeland
December 10th, 2004


CBS, the operation that brought you the forged George Bush documents and was brought to justice by bloggers, is busy backtracking — but not apologizing for or formally “correcting” — on a story that slammed a major blogger for ethical lapses. The story has now been revised twice.

Latest iteration:

The affiliations and identities of bloggers are not always apparent. Take writer Duncan Black, who blogged under the name Atrios. His was a popular liberal blog. During part of the period he was blogging, Black was a senior fellow at a liberal media watchdog group, Media Matters for America. Critics in the blogosphere said this fact wasn’t fairly disclosed.

‘People are pretty smart in assuming that if a blog is making a case on one side that it’s partisan,’ Jamieson said. ‘The problem is when a blog pretends to hold neutrality but is actually partisan.’

That is not a legal problem, however, but one of ethics. Black eventually claimed credit for his blog and his affiliation with Media Matters. Fellow bloggers heavily publicized his political connections. And Black continued blogging.

Defenders of Black point out that unlike the South Dakota blogs, he was not working on behalf of a campaign. And clearly, absent blog ethical guidelines, what Black did was not that different than many others.

The middle iteration:

This is what happened in the case of Duncan Black. The author of the popular liberal blog Atrios, Black wrote under a pseudonym. During part of this period, Black was a senior fellow at a liberal media watchdog group, Media Matters for America.

‘People are pretty smart in assuming that if a blog is making a case on one side that it’s partisan,’ Jamieson said. ‘The problem is when a blog pretends to hold neutrality but is actually partisan.’

That is not a legal problem, however, but one of ethics. Black eventually claimed credit for his blog. Fellow bloggers heavily publicized his political connections. And Black continued blogging.

Defenders of Black point out that unlike the South Dakota blogs, he was not working on behalf of a campaign. And clearly, absent blog ethical guidelines, what Black did was not that different than many others.

The original iteration:

In the case of Duncan Black, this is what happened. The author of the popular liberal blog Atrios, Black wrote under a pseudonym. All the while, he was a senior fellow at a liberal media watchdog group, Media Matters for America.

‘People are pretty smart in assuming that if a blog is making a case on one side that it’s partisan,’ Jamieson said. ‘The problem is when a blog pretends to hold neutrality but is actually partisan.’

That is not a legal problem, however, but an ethical one. Black eventually claimed credit for his blog and fellow bloggers heavily publicized his political connections. But he is still blogging.

And here are the facts:

First, the title of this blog is “Eschaton” and not “Atrios.” This is apparent from the big black letters at the top of the page.

Second, you state that I had been working with Media Matters for America “all along” while I was doing this weblog. I began writing this weblog in April, 2002. MMFA only came into existence in May, 2004. I began working with them in June, 2004.

Third, you suggest I had an “ethical” problem. Could you be more specific about what that was? Having one’s character impugned by a major media outlet is a serious matter.

Finally, a quote is positioned in your article such that it suggests my assocation with Media Matters for America makes me somehow “partisan” and that beforehand I therefore was perceived as non-partisan. I have never worked for a candidate or campaign, though I have never made my political views secret, any more than has the editorial board of the Wall Street Journal. This blog is produced entirely using my own time and resources, and Media Matters for America is a non-partisan “501(c)(3) not-for-profit progressive research and information center dedicated to comprehensively monitoring, analyzing, and correcting conservative misinformation in the U.S. media.”

Aren’t there standards at CBS? Have they yet interviewed Atrios in making these revisions? Is the policy still, as with Dan Rather’s emotional commitment to the Bush forgeries, to make a mistake and then try to glide away without confessing the error?

Damn, doesn’t this observation in the CBS article seem ironic: “But where journalists’ careers may be broken on ethics violations, bloggers are writing in the Wild West of cyberspace. There remains no code of ethics, or even an employer, to enforce any standard.”

Unfortunately, the worst part of the article is right up front in the lede: “Internet blogs are providing a new and unregulated medium for politically motivated attacks. With the same First Amendment protections as newspapers, blogs are increasingly gaining influence.” Wait, don’t people have First Amendment protections? Then there’s this, which I’ll quote at length before it gets wiped:

Internet blogs are providing a new and unregulated medium for politically motivated attacks. With the same First Amendment protections as newspapers, blogs are increasingly gaining influence.

While many are must-reads for political junkies, are some Internet blogs also being used as proxies for campaigns? In the nation’s hottest Senate race, this past year, the answer was yes.

Little over a month ago, the first Senate party leader in 52 years was ousted when South Dakota Republican John Thune defeated top Senate Democrat Tom Daschle. While more than $40 million was spent in the race, saturating the airwaves with advertising, a potentially more intriguing front was also opened.

The two leading South Dakota blogs ‘ websites full of informal analysis, opinions and links ‘ were authored by paid advisers to Thune’s campaign.

The Sioux Falls Argus Leader and the National Journal first cited Federal Election Commission documents showing that Jon Lauck, of Daschle v Thune, and Jason Van Beek, of South Dakota Politics, were advisers to the Thune campaign.

The documents, also obtained by CBS News, show that in June and October the Thune campaign paid Lauck $27,000 and Van Beek $8,000. Lauck had also worked on Thune’s 2002 congressional race.

Both blogs favored Thune, but neither gave any disclaimer during the election that the authors were on the payroll of the Republican candidate.

No laws have apparently been broken. Case precedent on political speech as it pertains to blogs does not exist. But where journalists’ careers may be broken on ethics violations, bloggers are writing in the Wild West of cyberspace. There remains no code of ethics, or even an employer, to enforce any standard.

At minimum, the role of blogs in the Daschle-Thune race is a telling harbinger for 2006 and 2008. Some blogs could become new vehicles for the old political dirty tricks.

Like all media, blogs hold the potential for abuse. Experts point out that blogs’ unregulated status makes them particularly attractive outlets for political attack.

‘The question is: What are the appropriate regulations on the Internet?” asked Kathleen Jamieson, an expert on political communication and dean of the Annenberg School for Communications. ‘It’s evolved into an area that we need to do more thinking about it.

‘If you put out flyers, you have to disclaim it, you have to represent who you are,’ Jamieson said. ‘If you put out an ad you have to put a disclaimer on it. But we don’t have those sorts of regulations for political content, that is campaign-financed on the Internet.’

First Amendment attorney Kevin Goldberg called blogs ‘definitely new territory.’

‘[The question is] whether blogs are analogous to a sole person campaigning or whether they are very much a media publication, which is essentially akin to an online newspaper,’ said Goldberg, who is the legal counsel to the American Society of Newspaper Editors.

‘Ultimately, I think, the decision will have to come down to whether the public will be allowed to decide whether bloggers are credible or whether some regulation needs to occur.’

Generally, the Supreme Court has ruled that restrictions on political advocacy by corporations and unions does not apply to media or individuals. The reasoning has been that media competition insures legitimacy. This has historically been the argument against monopolies in media ownership.

Hypothetically, if The Washington Post discovered that The New York Times had a reporter being paid by the Bush campaign it would report it. If proven, the suspect reporter would be fired and likely never work in mainstream journalism again. Hence, the courts have been satisfied with the industry’s ability to regulate itself.

The affiliations and identities of bloggers are not always apparent. Take writer Duncan Black, who blogged under the name Atrios. His was a popular liberal blog. During part of the period he was blogging, Black was a senior fellow at a liberal media watchdog group, Media Matters for America. Critics in the blogosphere said this fact wasn’t fairly disclosed.

‘People are pretty smart in assuming that if a blog is making a case on one side that it’s partisan,’ Jamieson said. ‘The problem is when a blog pretends to hold neutrality but is actually partisan.’

That is not a legal problem, however, but one of ethics. Black eventually claimed credit for his blog and his affiliation with Media Matters. Fellow bloggers heavily publicized his political connections. And Black continued blogging.

Defenders of Black point out that unlike the South Dakota blogs, he was not working on behalf of a campaign. And clearly, absent blog ethical guidelines, what Black did was not that different than many others.

‘He is perfectly free to write the blog. You can criticize him for it but he had a perfect Constitutional right to do what he did,’ said Eugene Volokh, who teaches free speech law at UCLA Law School and authors his own blog, the Volokh Conspiracy.

‘People are free to say whatever they want to say and not reveal any financial inducements and not reveal in whose pay they are,’ Volokh added. ‘Now there is an exception for speech that urges the election or defeat of a particular candidate.’ But where this exception relates to Internet blogs is unclear.

Beginning next year, the F.E.C. will institute new rules on the restricted uses of the Internet as it relates to political speech.

‘I think those questions are going to have to be asked and answered,’ said Lillian BeVier, a First Amendment expert at the University of Virginia. ‘It’s going to be an issue and it should be an issue.’

Revenge of the Empire part II

by henrycopeland
December 9th, 2004


A month or so ago I predicted we’d start to see some backlash from resentful journalists annoyed by upstart bloggers.

It was OK to topple Trent Lott (aiding and abetting an aged racist) and Howell Raines (an autocratic, egocentric editor) but becoming a media bigshot yourself and going after CBS News’s anchor Dan Rather… well, that’s not done.

So today, we’ve got one of Rather’s colleagues, the “chief political writer” for CBSNews.com, cobbling together a story that, within the narrative of criticizing blogger bias, misportrays key facts about blogger Duncan Black and impugns him for unethical behavior… without ever having checked the facts with Black, or for that matter, the other bloggers mentioned in the story.

Plenty of other people get quoted, but not the people impugned. Hmm, can you smell a grudge? Sloppy, stupid and probably actionable. See Black’s response.

Speaking of grudges, read the CBS article again: are you surprised to hear a lawyer working for the newspaper industry muse: “Ultimately, I think, the decision will have to come down to whether the public will be allowed to decide whether bloggers are credible or whether some regulation needs to occur.’

The argument is then made (or tortured) that because newspapers “compete” they are less biased, and therefore not subject to curtailment of their first amendment rights. Ahh, yes, corporations have first amendment rights, but individual Americans may not. WHAT?

Here’s a dissection of last month’s blogs-are-bad article.


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