Archive for the ‘Poutpourri for 200 Alex’ Category

Where were you on 9/11?

Friday, September 11th, 2009

I don’t necessarily make a conscious effort to note the anniversary of the moment the 9/11 nightmare began. But every year, within a couple minutes of 8:52 a.m.,  I seem to look at my watch and then I remember.

I was in a hotel in the Rosemont area near Chicago O’Hare aiport. I was beginning a sales trip and was ironing my shirt while watching the Today Show.

I remember the first sketchy report that a plane hit one of the World Trade Center towers. Within minutes, NBC News hunted down a woman on the street who had witnessed the event; Katie Couric interviewed her by phone.

I remember Katie insisting that it was some kind of small plane with propellers, right? The woman was adamant. She said, to the best my memory serves: I think it was a jet.

Katie pushed, obviously hoping for the least-worst-case scenario: Yes, but like a small corporate jet, right?

The woman replied to the effect of: It seemed pretty big to me. Like the kind of jet you get on at the airport when you’re going somewhere.

In my mind’s eye, while this interview was going on, the visual was a live shot of the burning tower. But I could be wrong.

And then it was 8:03 (central time) and the second plane hit and it was immediately obvious that whatever had happened was no accident.

My insides did a flip-flop. I tried to call my wife, but she had taken the kids to school and wasn’t around. I called my mother  and suggested she turn on the TV.

I had to go down to the lobby to wait for the salesman I was working with; we were scheduled to make our first call by phone from my room. He arrived; he had heard the news but apparently didn’t think much of it yet.

The phone-call meeting was short. I don’t remember a bit of it. Before moving to the car for a trip to our first in-person appointment, I suggested to the salesman that we call to see if they were still interested in meeting.

“Nonsense,” the salesman said. “They’re waiting for us.”

I went along. Passive. Happy to be told what to do. But as we listened to radio reports in the car, more information was becoming available. We called the first appointment from the car; the company had sent everyone home. We stopped at a gas station as the salesman called all of our appointments in an effort to salvage the day.

“Jim,” I told him. “The trip is over. Take me back to the hotel.”

“Nonsense,” he said. “You flew all the way here; we’re going to get some work done.”
“Nobody wants to see us,” I said. By this time, the Pentagon had been hit and Flight 93 had crashed in a field. But I don’t remember if we’d heard about it yet. “The radio just said downtown Chicago is  being evacuated. I’m not going up in any skyscrapers today. I don’t feel like selling. Just take me back to the hotel.”

“I think you’re being a little dramatic, Bob,” he sad.

The salesman wasn’t insensitive, though he was making me crazy. It was just his way of dealing with it. I was in the acceptance stage and ready to move on to mourning. Jim was simply still in denial, perhaps his higher thinking processes being hijacked by the immediate tension of having his boss in town and nobody to call on.

I eventually succeeded in getting dropped off at the hotel. Jim didn’t want me to be alone, but I told him to go home and be with his family. It was a relief when he left me. I called the office to send my staff home; I needn’t have — the corporate staff had already shut the office. I spent the day in my room, sitting at the end of my bed, still dressed for sales calls, staring at the TV. I talked with my wife somewhere in there and let her know I didn’t know how or when I’d be home.

At about 4 p.m. I went to the hotel bar and got very very drunk on the expense account, enjoying the simple companionship  of strangers like me; stranded away from home, refusing to feel alone.

Why the URL is less important every day

Tuesday, September 8th, 2009

I remember reading, in the early days of the Web, how large companies were paying hundreds of thousands of dollars to purchase meaningful URLs. For instance, McDonald’s wasn’t the first owner of www.mcdonalds.com.

About 9 years, ago, I tried to sell a URL that I was abandoning. I found a broker who promised to auction it off, estimating that it might be worth $15-20 thousand. The bubble burst, the auction never happened, and the URL simply expired — sitting unused until sometime in the past year when another company started using it.

The URL remains a most important locator for online information. But the importance of branding a URL — or of obtaining a URL that perfectly matches your brand — is declining.

Jonathan Richman at iMedia Connection offers 4 technologies that are responsible for its declining importance.

They are:

Search engines: The power of search is well-known. More people find websites through search than by typing in the URL;

Browsers: New-generation browsers like Google Chrome and Firefox skip the need for going to a search engine; just type a search term in the address box and they deliver search results;

URL shortening: Sites like Twitter, with strict limitations on size, force URLs to be shortened dramatically. Tools like TinyURL and Bit.ly exist to do this. Which means the URL for this page, as an example goes from http://www.themarketfarm.com/wordpress/2009/09/08/why-the-url-is-less-important-every-day/ to http://tinyurl.com/nq6d2y — which is pretty efficient, except any unique branding disappears.

The QR code: Popular in Asia and Europe, you take a picture of the QR code on your smart phone, and it will take you directly to the related website.

Overlooked in Richman’s blog, which is more detailed and well worth reading, is a fifth technology of social networking. More and more businesses are using Facebook, Twitter and other sites to attract audience; these work based on the names of companies and communities — not web addresses. So the brand of the company once again becomes more important than the brand of its URL.

The ultimate point, though, is that if you have a URL you like, don’t spend too much to brand it. And if you have a URL you don’t like, you can work around it.

Pandora radio: maybe the best thing the ‘net has ever offered

Saturday, September 5th, 2009

pandora-radioAfter hearing about Pandora.com for months, I just loaded it on my Blackberry. And then on my laptop.

Pandora is internet radio; you pick an artist or song that you like and it builds a station of music with similar qualities. If it plays a song you don’t like, a click on the thumbs-down icon helps Pandora refine what it plays for you.

I’ve never used an application that loaded any easier or was more intuitive to start up. Over the course of a 45-minute drive in which I was the passenger, I loaded it, got familiar with the controls and set up about 15 stations — all of which play music that I could listen to all day. When I got to my laptop, I loaded the application in less than a minute, then typed in my password, and got to precisely where I’d left off on the Blackberry.

With a $6 cable from Radio Shack, you can plug the Blackberry (or iPhone) into the utility port of a car radio or a set of powered speakers.

Which means that with no learning curve, and for the cost of my cell phone data plan — which I was already paying — I can have the best of all musical worlds (mental note: start a new Pandora station around Candide or Leonard Bernstein).

It’s better than my iPod, because I don’t have to select each song and be my own DJ.

It’s way better than Sirius/XM because the channels I create are better focused than anything satellite radio offers; and I don’t have to pay the $6.99-$12.99/month subscription fee.

I don’t think Pandora is going to hurt the sale of MP3 players; most of them do more now than simply play music files.

But Pandora is everything that Sirius/XM could hope to be — yet easier, better and cheaper. It is the ultimate disruptive technology; it delivers radio at no cost, using technology that lots of people already possess, and it strikes a magical balance between doing all the work and giving the user control.

Last I heard, Sirius/XM was losing more than 100,000 customers a month. I can’t imagine that pace has continued. But I’m guessing the downward trend has. And with its dependence on expensive space-based satellites and human-programmed channels, satellite radio is a precarious business model that has yet to make money.

In Greek mythology, Pandora carried a magical box that contained all things harmful to humans — disease, fear, unhappiness, etc. Zeus instructed her not to open it, but when her curiosity got the best of her, she spilled its contents into the world and upon mankind.

To most of us, this Pandora is a welcome innovation. But to Sirius/XM — and broadcast radio over time — Pandora and the others that will inevitably follow it must look like the thunder from Olympus itself.

What would YOU do with 9.5 man-years every day?

Thursday, September 3rd, 2009

facebook-logoIn a discussion/promotion for his business at LinkedIn, Mike Nobels writes that Facebook users spend a total of 5 billion minutes there every day.

That’s 9.5 people-years per day spent on Facebook. I don’t know the source of his information and I haven’t bothered to look at how many people use it; I don’t know the average time spent per user. I don’t even know why this is meaningful.

But it amazes me nonetheless.

Will marketers ever learn?

Tuesday, September 1st, 2009

Another concise and dead-on blog from Seth Godin, marketing guru.

His premise: Marketing used to be easy because all you needed to do was find the money to buy a pile of ads and you could be sure to reach your target audience as well as any of your competitors.

Now, however, the Internet requires marketers to bring skill, nuance, strategy and all sorts of other rarities to the table. Will they? A few already are. As for the rest, you can apply the oldest and worstest cliche in the history of the written word: Only time will tell.

With all our communication channels, face-to-face is still king

Friday, August 28th, 2009

BtoBOnline.com reports on a study from Forbes Insights that executives still strongly prefer in-person meetings over web-meetings or other virtual get-togethers.

I couldn’t find the study myself  and no link was provided, so I’m taking everything that BtoB reports on it as my only source and at face value.

According to the the study out of 760 business executives surveyed in June:

  • 84% prefer in-person contact to virtual;
  • 85% said it helps them build stronger relationships;
  • 77% said it provides a greater opportunity to read another person;
  • Still, 58% said they travel less for business now than in January 2008.

All of which strikes me as obvious.

Face-to-face contact will always be the highest form of human interaction, and nothing replaces it.
The question is NEVER whether it would be better to have a face-to-face meeting. The question is always whether the circumstances justify the cost/inconvenience.

At any given time, a video chat or Webex presentation might accomplish the immediate goal, but don’t ever confuse that with being just as good as a personal meeting.

BPA Worldwide freezes rates, remains arrogant and irrelevant

Wednesday, August 26th, 2009

BPA Worldwide, a leader in providing third-party circulation audits, has announced that it’s freezing membership dues and audit rates at their July 2008 levels — good through June 2010.

If you’re in the business, you know that BPA is especially strong among magazines with controlled circulation. If you’re not in the business, you need to know that third-party circulation audits are how publications validate their readership claims to advertisers.

BPA is facing obsolescence at an astonishing rate. If BPA is a dinosaur, then the killer meteor has already hit the Earth and the toxic cloud of extinction is on its way. Holding rates will make as much difference to the organization’s future as putting on a sweater.

Am I being a little harsh here? Perhaps. But set aside the fact that for the previous 20 years of my career BPA was one of the most sluggish, obstinate, arrogant and regressive entities I had to deal with. Set aside the fact that — even though it was owned by its customers — it always, without exception, acted as though its role was to prevent me from innovating in my job. Set aside that I don’t know anyone in publishing (though I’m sure there are a few) who doesn’t take some quiet pleasure at seeing BPA suffer.

What BPA faces aside from all that is the fact that its member magazines must find ways to radically reduce distribution costs. That’s required to offset declines in two key performance indicators: advertising pages sold, and cost-per-thousand (CPM) paid for an average page of advertising.

In other words, advertisers are reaching readers less often, and every reader they reach is worth less to them today than it used to be. The only thing advertisers care about is how many people take a measurable action as a result of seeing an ad.

And what is BPA’s ultimate value to publishers? Proof of readers reached. There is nothing that it does, or wants to do, to measure the responsiveness of those readers.

In my last year running business-to-business magazines, I withdrew two of them from membership in BPA. Not because I was so frustrated with the deplorable service BPA provided; but because my advertisers no longer cared about BPA audits. They told me they wanted to know how my audience would respond to their advertising; if I could provide better response per thousand readers than my competitors, nobody cared to see the expensive and painstakingly designed BPA audit statement. (To be fair, advertisers had been telling me that with increasing urgency for about eight years; it just reached a watershed last year — probably brought on by the recession.)

Since that time, I’ve heard of about two-dozen magazines that have terminated their BPA membership — something that used to be as acceptable in media circles as, say, passing gas in an elevator. Entire divisions of media companies have simply walked away from BPA because the organization’s work has ceased to be of value.

I suppose that freezing rates is a reasonable first response. But I don’t give BPA enough credit to understand how inadequate that step will prove to be as its irrelevance grows like a toxic cloud.

Happy anniversary Hawaii

Friday, August 21st, 2009

hawaii-flag50 years ago today — Aug. 21, 1959 — Hawaii became the 50th state. My personal thanks to Hawaii for providing us with surfing, luaus, the IronMan Triathlon, Israel Kamakawiwo’ole (Iz: Somewhere Over the Rainbow), Barack Obama and, of course, the state fish: humuhumunukunuku’apua’a, which looks like this: humuhumunuku


The new phone books have arrived and been duly discarded

Monday, August 3rd, 2009

Two large, orange bags just appeared on my front porch the other day. Each contained several pounds of phone books. There was the Yellow Pages, the White Pages, the Business-to-Business Yellow Pages and the Yellow Pages Supplement. Two complete sets of them.

Without taking them out of the bag, I put them on the curb for recycling.

“Hello, AT&T? It’s Alexander Graham Bell calling and he wants his business model back.”

Seriously, this is just one of at least three sets of phone directories I’ll receive this year. Two other companies produce similar volumes of phone books and surreptitiously drop them at my front door at various times during the year.

It’s been about five years since I’ve even opened a phone book.

In every industry I know, printed directories are disappearing faster than money from the cash-for-clunkers program. For the companies that produce them, printed phone books are like crack; they’re addicted to the revenue, but it’s not doing anyone any good. The effort to keep phone books alive is distracting their publishers from the need to find a more useful business. And you don’t have to be a tree-hugger to cringe at the tremendous waste in resources these unwanted products represent.

OK, I confess that having a residential phone book is a small comfort (though I still don’t remember the last time I used one). But if you’re running a business I wouldn’t spend much on Yellow Pages advertising. No matter how small or local the business might be, your resources would be better spent building an affordable little website and making sure it’s listed on every free online directory you can find.

The latest ain’t the greatest in new publishing models

Tuesday, July 21st, 2009

Printcasting.com has launched the latest in an all-out salvo to find a business model that works for media in the digital age.

It’s community-based publishing. Here’s how Printcasting describes it:

If, like us, you’ve always wanted your own publications but you didn’t have the time, technical expertise or talent — no problem! We’ve made it as easy and fast to start a magazine as it is to start a blog…  We do this by separating apart the three primary roles  that exist in any magazine or newspaper: the publisher, the content and the advertising. Instead of one person or organization needing to be responsible for all of that, anyone can participate in any one role.

More specifically, if you’re a writer, you can have your blog’s RSS feed picked up by Printcasting as available content. If you’re a publisher, you can choose any subject  you like, pull content from people who have written about it, punch it into a template and you’re done.

You don’t have to sell any ads, according to Printcasting, because, “We’ve built an extremely simple self-serve advertising tool that makes it as easy for a small business to advertise its wares as it is to write an e-mail. Because Printcasts are niche, the ads are extremely affordable, starting at only $10 per ad.”

Printcasting is supported by a grant of more than $800,000 from The Knight Foundation, which puts a lot of money into media projects of all kinds, and which is especially interested in development of new media models. But that doesn’t mean it’s an idea that’s going to fly.

I’ve said to a lot of people, since the day I first tried to sell content online (1996), that if the Internet is going to prove one thing over time, it’s that people need editors. At the most basic level, that’s what Printcasting is all about. It’s about giving would-be editors the opportunity to practice their craft: identifying content around a theme, pick the best of it and packaging it for like-minded souls.

Here’s what’s wrong with it:

  1. The content is just repackaged from stuff that’s already available if anyone is actually looking for it.
  2. Being able to amass enough credible content to empower the would-be publisher of super-niche topics will be an obstacle.
  3. Printcasting’s view of what publishing is all about is simply wrong. Stating that there are 3 roles to a magazine — content, publisher and advertising — is like saying the principal components of water are ice and a heat source. In Printcasting’s world, audience doesn’t matter; publishing becomes a vanity that is all about picking up someone else’s words, plunking it into someone else’s template, running a few ads (maybe) that someone else sold, and getting to put your name on top of the masthead. The website says it benefits publisher, writer and advertiser alike. But that’s only if a large number of players in all three groups play their roles exceptionally well.
  4. And speaking of advertising, the message I’m getting here is that the problem with advertising is that it’s been too expensive and too hard to buy. So if you can knock down the price to almost nothing and make it self-service, businesses that have never advertised before will suddenly start. Nobody who has actually inhabited the world of advertisers — large or small — could actually believe this.
    Especially if the products they have to choose from are a bunch of magazines that haven’t been through the painful and fundamental process of creating an audience and demonstrating its desire for a publication.
  5. And finally, the ad rate is fixed, no matter how many or how few copies of a publication get printed. That’s a contradiction that can’t be overcome: Publishers need to develop an audience to prove the publication is wanted and read; but they have every incentive to print as few copies as possible, because they can’t recover printing expenses with an increased  rate base.

There is some nuance here. Printcasting could add value — as The New York Times describes it — at the hyperlocal level where a more traditional publication could never offset its costs. The local softball league, for instance, could have its own publication.

But is this new? Or is this just a slicker package around the same  newsletter that the softball league already publishes — with sponsor ads from local bars and the guy who won the trophy concession.

Maybe Printcasting.com will prove viable over time. But if it does, it won’t be as a serious media model or as a meangingful marketing outlet for advertisers. At best, it will be a success in the spirit of those websites that let you design your own greeting cards. It may serve a certain purpose for a certain number of people, and it is one more interesting idea of the Internet Bubble 2.0.