Adland Podcast Number 9: From Ad Industry Woes To New and Improved Pathways

Two advertising professionals and OG ad bloggers enter a podcast recording booth… Tune in now to find out what was said. This ep of the adland podcast I chat with @davidburn of @adpulp about trademarks (like adland) paying people for their work, digital debris and much more. Namechecked the @adcontrarian more than once. ? https://t.co/h06dmkJLPN […]

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Sports Illustrated Not Going to the Bloggers

Meredith Corporation unloaded Sports Illustrated for a mere $110 million last May. Marketing and brand development company Authentic Brands Group was the buyer. Authentic Brands, which owns licensing rights to companies like Juicy Couture and celebrities like Muhammad Ali, has zero experience running a media company. Given their need for help, the new owner of […]

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Åsk Wäppling’s Adland Torpedoed By “Nuisance DMCA”

Åsk Wäppling is a warrior in the midst of a legal battle to preserve 20 years of her digital work. Thanks to the Digital Millennium Copyright Act and the lawyers who misuse it to intimidate everyday citizens, Adland.tv is now offline. DMCA criminalizes production and dissemination of technology, devices, or services intended to circumvent measures […]

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Might As Well Travel The Elegant Way (In An Airstream)

Airstream sends me their email newsletter once per week. It’s called “Rivet.” As a way to keep me interested in Airstream products and the RVing lifestyle, Rivet points me to a batch of recommended articles on the Airstream blog. The Airstream blog is a great way to showcase customer testimonials. One RV enthusiast featured on […]

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For Better Advertising Conversations, Join Adpulp’s Closed Group on Facebook

The Web is the new Wild West — lawless, full of overly eager trespassers and hyped to a point of absurdity. Yet, there is always the potential for human empowerment and business growth waiting patiently around the digital corner. To cut back on the lawless and overly eager part, millions of people are increasingly turning […]

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Fashion Startup Connects With Its #MMostRemarkableWomen Series

Cathie Black is a media superstar and a force to be reckoned with. She was the first female publisher of New York Magazine, president and publisher of USA Today, president of Hearst Magazines (home of Harper’s Bazaar, Cosmopolitan, Esquire, and Town & Country), and the New York City Schools Chancellor. Black is also one of […]

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Off Madison: Blogging Is The New Busking

OFF MADISON—Blogging is the new busking. Talented writers are presently posted up outside the official news edifice where they’re busy bringing their readers a sharper, more personal point of view on a particular topic of interest. In a recent survey, bloggers said it now takes three hours and twenty minutes, on average, to create a […]

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Readers Won’t Carry The Payload, Not Today, And Not Alone

Paywalls are a huge turn-off. So why do publishers, including Adpulp, put them in the reader’s way? Because content is a commodity and publishers of every variety are barely scraping by, that’s why. According to Digiday, “third-party micropayments — in the United States at least — have flopped.” I find the pronouncement a bit harsh […]

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Welcome To The Chronicle of Bright Ideas

This has been a year of transformations for Adpulp. We stopped taking advertising (including paid posts), switched to a new responsive template, secured our hosting setup, loaded Facebook-enabled comments, implemented a micro-payments platform, and now we’ve refreshed our brand identity. The Chronicle of Bright Ideas The new logo was made by Jessica Knedgen, a designer […]

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Start Paying For High Quality Niche Content

A movement is afoot. Micro media publishers around the globe are starting to use inklpay, a new micropayments service (based in Sydney), to request financial support from readers. The beauty of inkl’s solution is one subscription provides access to a multiplicity of mainstream news sites (the core of inkl’s offering) and access to a growing […]

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There’s Hot Sauce, And There’s Hot Sex (Which, In Certain Conditions, May Sound Alike)

Tabañero and LA-based creative agency Pitch are out with a new regional advertising campaign, now running in California and Florida. It’s the first brand campaign for the hot sauce company. Apparently, Tabañero’s intense flavors make ‘foodgasms’ possible. I’ll need to test the product before I can endorse that point of view. Pitch also found a […]

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InklPay’s WordPress PlugIn Opens The Door To A New Day

Unlike larger and more mainstream online publications, AdPulp has the ability to reject online advertising in its current state. Like thousands of other independent publishers across the globe, we pay no rent for an office, no salaries, and no dividends. Having said that, removing advertising from this website is much more than a financial move. […]

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Diet Coke-Fueled Taylor Swift And A Room Full of Kittens (Need We Say More)

Cats rule the internet. But does the feline brand of cuteness transfer well to TV? Let’s look at this new Diet Coke spot, “Kittens,” developed by Droga5 New York for evidence. Filmed in New York City and directed by Keith Schofield, “Kittens” is the third TV spot for Diet Coke’s “Get A Taste” campaign. The […]

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What You Can Bring To the Content Party: Digital Endurance

Change is the only constant. In digital media terms though, change is more than a constant, it’s a constant storm.

Grace Bonney, founder of Design Sponge, waxes nostalgic about blogging days gone by. Let’s listen and learn.

Six to eight years ago, most bloggers were living in our own version of the ‘Conde Nast heydays’ without knowing it. We were getting great rates for advertising, having to do (relatively) little to get those ads and could keep our advertising and content wells completely separate.

I must admit, AdPulp was in a better position six to eight years ago. We had more readers and more income.

For those interested in digital media survival, Bonney suggests a way forward:

The concept of a homepage is becoming somewhat obsolete. Readers will consume content where it is most convenient to them. So it is up to bloggers to now track down their audience and find them wherever they are (on Twitter, Instagram, etc.)

Correct. This, in part, explains why I’ve been allocating more time to AdPulp’s Facebook and Twitter pages.

(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = “//connect.facebook.net/en_US/all.js#xfbml=1”; fjs.parentNode.insertBefore(js, fjs); }(document, ‘script’, ‘facebook-jssdk’));

 
AdPulp’s Facebook page is the default gallery for the work coming in from press agents and from agencies directly. If you don’t already, please follow AdPulp on Facebook and Twitter.

As a writer and editor, it’s interesting to engage an audience that is quantified, not by number, but by name. In other words, I can look through our followers on social media platforms and see who is interested in our content. This is gratifying and informative.

Writers are used to addressing the black hole, otherwise known as the audience. Knowing who is out there, as one does in the theater and now in social, brings the enterprise to life in a way that page views alone do not.

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Time Has Come Today

After nine years and two months on the ad blogging mound, it is time to hang up my cleats. If you’ve become hopelessly addicted to AdPulp content over the years, please forgive me.

In all seriousness though, thanks for helping to make this one hell of a ride. The daily writing practice has been great training for me. Writers find a way to write, and AdPulp became (and has the potential to remain) a compelling place to explore one of our culture’s more interesting, powerful and at times deeply flawed industries.

I am moving on at this time to focus intently on doing the things that I have been writing about. Given my renewed commitment to providing media as a marketing service, all my professional energies will now go into growing Bonehook, the brand publishing company I started in April 2009.

On occasion, I will continue to write feature articles on important topics in brand communications for The Content Strategist and for Bonehook.com. For the time being Shawn Hartley, Dan Goldgeier and Wade Sturdivant may add new content here.

Shawn and I are also preparing the site for a sale. If you’re interested in speaking to an audience of ad industry professionals—and don’t want to start a new site from scratch—make a five-figure offer we can’t refuse (and AdPulp may soon be yours).

Thanks for reading my ramblings over the years, and thanks for letting our mutual interest in advertising bring us together. One of the things I will clearly miss is the chance to make more friends via this site. Starting with Dan Goldgeier, AdPulp opened the doors to Bob Knorpp, Rick Myers, Bob Hoffman, John January, Charlie Quirk, Jeff Hardison, Brian Harrison, Wade Sturdivant, Tom Asacker, Vinny Warren, Court Crandall and several other fine human beings who I can now call friends. With this in mind, I consider the project a smashing success from a relationship POV, and what’s more important that that?

Lastly, I want to thank Shawn Hartley for his immense patience and his good business (and common) sense. Partnerships require work and a shared commitment, and I feel we both benefited greatly from our work together on this project.

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Ad Blogs Are Anachronisms. Long Live Ad Blogs.

It was nearly nine years ago that Shawn and I said what the hell, let’s give this ad blog thing a run for the money. We’ve learned a lot about the industry, ourselves and about building a micro-media brand along the way, and we continue to marvel at the accelerated pace of change in marketing and communications.

No doubt some of the changes are for the best. Frederic Filloux, writing in The Guardian, notes “we are witnessing the emergence of a new breed of smaller, digital-only outlets that are closing the gap, quality-wise, with legacy media.”

Meanwhile, legacy media companies struggle to maintain relevance in a rapidly changing mediascape. Take the watering down of Forbes, an historic media brand, with what is now a murky sea of contributor-generated content.

Legacy media brands are working to find their place in the market today. Paywalls are going up and paywalls are coming down. Editorial lines are being crossed, and tacky advertising intrusions and sponsored content are now commonplace. It’s no wonder a title like Forbes loses its center and its way.

At AdPulp, I feel like we are continually finding our way. This is part of AdPulp’s charm for me and why it remains an interesting project to work on every day. There have been times when I thought of retiring from the site, but I always come back for more. It’s not for the adoring fans and buckets of money. I wish I could say it was. The truth is AdPulp is something I enjoy doing/making.

Naturally, I consider this project and our team to be part of “the new breed of smaller, digital-only outlets that are closing the gap, quality-wise, with legacy media.” I think we along with Adrants, Adland, Adverblog and The Denver Egotist network constitute a whole new layer or block of media — we’re all practitioners who publish “industry insider” trade journals, exclusively online. Does our product stand up against legacy media’s reporting? You be the judge, but on a good day, I’d say it does. But it’s not necessarily the right question to ask of us. Ad bloggers are free to editorialize, whereas real reporters are encouraged to explore all sides of an issue.

I think readers enjoy both the rigor of journalism and the freewheeling nature of micro-media and we attempt to provide a degree of both.

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Braincast 73 – Blogs de viagens: Como ser um turista profissional

Quando você estiver infeliz com o seu trabalho, lembre-se que nesse exato momento tem gente viajando mundo afora, e mais, sendo pago pra isso. Mas nem tudo é diversão. O turismo profissional também tem suas responsabilidades, e só se destacam aqueles que tem conteúdo de qualidade e bom relacionamento com os leitores.

No Braincast 73, discutimos a viajosfera, o universo paralelo dos blogs de viagens, assim como já fizemos com os blogs de moda. Carlos Merigo, Saulo Mileti e Guga Mafra conversam com Ricardo Freire do Viaje na Viagem e Natalie Soares do SundayCooks, que contam suas experiências e como fazer um blog de viagem de sucesso.

Faça o download ou dê o play abaixo:

> 0h02m40 Comentando os Comentários?
> 0h12m45 Pauta principal
> 1h05m20 Qual é a Boa?

Workshop9

WORKSHOP9: >SP >RJ >POA

Críticas, elogios, sugestões para braincast@brainstorm9.com.br ou no facebook.com/brainstorm9.
Feed: feeds.feedburner.com/braincastmp3 / Adicione no iTunes

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Brainstorm9Post originalmente publicado no Brainstorm #9
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Marketing Hyperbole Is The Absolute Worst Thing Ever

At AdPulp, we’re competing for attention and eyeballs. So I’m quote conscious of the fact that when we write something, the title gets shared on sites like Twitter. If the title isn’t provocative, it won’t get clicked on.

That kind of fear has driven marketing gurus and guru-wannabes to dial up the hype of their own posts and proclamations.

Anyone who’s studied a bit of early and mid 20th century advertising history knows that mindless puffery and hyperbole is part of the industry’s DNA. “New! Better than ever! Now with 20% more magical ingredients!”

Supposedly, through the years advertising professionals got smarter, the audience got savvier, and the work became more genuine. Fewer and fewer people believe the empty-minded claims brands make when declaring superiority over their competitors. So it’s hard for me to comprehend why we perpetuate so much business-related hype when we talk amongst ourselves. Why do we feel the need to scream so loud all the time?

It’s the subject of my new column on Talent Zoo. Which will change the ad industry forever, guaranteed.

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Geri Hirsch’s Fashion Blog A Gateway To Bigger Things

People become bloggers on a whim. Yet, sometimes one’s whim is more like a bolt of inspiration. Such is the case for fashion blogger turned media entrepreneur, Geri Hirsch.

Hirsch created a fashion blog, because i’m addicted, and ran it as a side-project. But she also used the blog’s popularity to propel herself forward. According to Ad Age, when Hirsch wanted to pivot and work fulltime on Leaf.tv — a series of DIY, style and cooking videos created with Erin Falconer — she used her influence as a blogger to appeal to investors.

Leaf worked with YouTube-funded video channel StyleHaul. One video, “How to Tie a Turban 3 Ways” garnered more than 250,000 page views. In July StyleHaul became Leaf’s lead investor.

Since forming the partnership with StyleHaul, Leaf has made branded video content for retailers The Gap and Ann Taylor. Leaf was also commissioned by Redbook and starting in June, Leaf will have a monthly column in West Coast magazine Foam, which will be accompanied by a video series.

Note to self: For maximum return on blog investment (ROBI), choose your blog’s topical categories wisely.

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Qual o potencial do conteúdo digital no Brasil?

Em dezembro do ano passado, o Ibope Media divulgou um relatório apontando que o Brasil tem 94,2 milhões de usuários de internet. Este número, entretanto, já deve ter sido ultrapassado, visto que foi registrado no terceiro trimestre de 2012. Mas, por que raios estamos falando em números? Porque estes números representam pessoas e todas estas pessoas estão consumindo conteúdo online – inclusive você, neste exato momento. Se há consumidores, então existe um mercado e, consequentemente, a demanda por produtos – e também por produtores.

É aí que começa a seguinte reflexão: qual o futuro deste ramo de negócios no país e onde entram os blogs nesta história toda?

Segundo pesquisadores do Ipea, nos Estados Unidos a indústria de conteúdos digitais chega a representar 10% de um PIB que ultrapassa os US$ 15 trilhões. É só fazer as contas e ver que, por lá, o segmento é bem rentável. Apesar de ainda estar engatinhando, o mercado brasileiro também já dá sinais de seu grande potencial, como bem observou Gaby Darbyshire, COO da Gawker Media.

Há alguns dias, ela esteve no Brasil para visitar os parceiros da F451, responsáveis pelas versões nacionais do Gizmodo, Kotaku, Jalopnik e do recém-finado Jezebel. Em um papo exclusivo com o B9, Gaby contou que há um plano de ampliar este leque – afinal os negócios vão bem por aqui -, mas que o projeto ainda está em fase de estudos. Todo esse tato tem explicação: se por um lado as oportunidades existem, por outro também há a preocupação se público e anunciantes estão preparados para determinados títulos, especialmente após o fim de Jezebel.

Em 2012, a boo-box analisou a audiência de blogs brasileiros com base nos dados de 80 milhões de usuários. As categorias mais acessadas são entretenimento, esporte, tecnologia, automotivos, moda e beleza, que juntos correspondem a 94% dos acessos – um prato cheio para anunciantes. A blogosfera se tornou um segmento tão atraente que não faltam pessoas querendo largar tudo para virar blogueiro profissional, com a ilusão de que o sucesso é instantâneo. Mas não é bem assim.

Se olharmos a trajetória dos principais blogs brasileiros, a maioria está por aí há pelo menos uns 10 anos, como o próprio B9. É claro que há casos daqueles que estouram do dia para a noite, mas nem todos conseguem se manter relevantes sem conteúdo de qualidade.

“É uma verdade imutável que se você produz um conteúdo bom, as pessoas vão querer acessá-lo e retornarão todos os dias, fazendo com que sua audiência cresça”, observa Gaby.

A pegadinha é que “bom” e “ruim” são coisas subjetivas e o que pode ser bom para alguns é ruim para outros, e vice-versa. Então o bom, segundo ela, é aquele que consegue se destacar dos demais e despertar o interesse do leitor dentro de seu segmento, tornando-se relevante. A combinação de relevância, interesse e audiência é o que define a viabilidade comercial da publicação. No caso da Gawker Media, isso se traduz em 40 milhões de leitores mensais, presença em nove países e um faturamento anual de US$ 26 milhões. Nada mal para o que começou em 2002 como um blog de entretenimento criado por Nick Denton, para se transformar em um grupo com 8 publicações – 3 delas (Deadspin, Gawker e Gizmodo) entre as 10 mais lidas do mundo.

Nick Denton & Gaby Darbyshire

Mas nem tudo é perfeito. Apesar de ser um dos títulos de maior sucesso da Gawker Media no exterior, o site Jezebel não deu certo no Brasil. A proposta de abordar cultura, moda, sexo e celebridades com um olhar mais crítico, acompanhando a realidade da mulher contemporânea, acabou não funcionando por aqui e o blog foi desativado no final do ano passado. Talvez o maior pecado de Jezebel tenha sido a incompreensão de seu posicionamento independente, pioneirismo punido com o fim da publicação.

“Nos EUA, Jezebel é gigante. Acreditamos que foi cedo demais para trazê-lo para cá, mas também acreditamos que o Brasil precisa de algo assim. Em algum momento, nós vamos tentar novamente”.

Estratégia & Futuro

Há algumas semanas, o Braincast 47 discutiu a realidade das pequenas e médias agências do Brasil, que atendem clientes locais, com um orçamento bem diferente das polpudas contas do eixo Rio-São Paulo. No mercado da produção de conteúdo digital, mais especificamente dos blogs, a realidade é parecida. É cada vez mais comum blogs que atraem anunciantes locais (e em alguns momentos até mesmo nacionais) por ter um conteúdo regionalizado.

Guardadas as devidas proporções, a estratégia da Gawker Media é bastante parecida ao permitir que seus parceiros trabalhem localmente, de maneira independente, mas sem perder a identidade original das publicações que representam. E mesmo que nem todo mundo goste, é preciso levar em conta que muitos internautas preferem acessar blogs em seu próprio idioma. Se este não é o seu caso e você prefere ler o Gizmodo original, mas fica incomodado com o direcionamento para a versão brasileira, basta alterar os cookies do computador, utilizando os links para os sites norte-americanos presentes em todos os blogs.

Mas, e daí, os blogs vão substituir os meios tradicionais de informação?

Essa conversa de que a internet vai substituir jornais, livros, televisão e rádio rola há anos, mas pelo que pudemos ver até agora, melhor seria dizer que a internet é cada vez mais uma ferramenta para a integração do digital e do analógico. Saber combinar o melhor dos dois mundos é muito mais eficaz do que optar por apenas um e dizer que o outro vai acabar. Tanto para quem produz conteúdo, quanto para quem anuncia e consome.

No caso de quem produz, há incontáveis ferramentas à disposição que facilitam o dia a dia, queimando inúmeras etapas e reduzindo custos. É claro que é preciso desenvolver múltiplas habilidades, mas isso também é benéfico. Para os anunciantes, as possibilidades de envolver o público e criar experiências únicas parecem não ter fim, enquanto o consumidor passa a ser o maior beneficiado com tantas opções.

E mesmo toda essa concorrência é vista com bons olhos pela executiva da Gawker Media. “Tem espaço para todo mundo. Isso nos estimula a nos dedicarmos mais, é o que nos torna melhores”.

Depois disso tudo, dá para concluir que o mercado de conteúdo digital no Brasil tem potencial – senão não chamaria a atenção de grupos internacionais – e que a concorrência existe e pode ser positiva, mas saber explorar vantagens como a produção local é fator determinante em qualquer estratégia.

 

Brainstorm9Post originalmente publicado no Brainstorm #9
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