Archive for October, 2007

Oct 30 2007

S.S. Pumpkin

Published by under Clamming,Weird,WTF?

Newcastle Square Realty Blog

Cousin Tom, the Maniac, got these pictures of the next evolution in watercraft.

“Now admit it, when you first saw the phrase ” Pumpkin Race” you didn’t imagine that it meant grown men in hollowed out Atlantic Giant pumpkins? Well, the First Annual Pumpkin Regatta is over and nobody drowned! Last year was the first time these craft took to the water in front of an audience but this year drew quite a crowd.

Bill Green of WCSH Channel 6 TV (seen above) was a scratch from the race because he capsized, proving that the folks that race these giant gourds aren’t just pretty faces but are skilled sea persons in the great Maine tradition.”

2 responses so far

Oct 30 2007

Clam is over 400 years old

Published by under Clamming

Clam is over 400 years old – Boing Boing

Thanks to Chris Murray for finding the world’s oldest clam to go along with the world’s oldest clambake.

“The mollusc, which is thought to have lurked beneath the waves until at least the age of 405, would have been a juvenile when Galileo picked up his first telescope, Hamlet was first staged and the gunpowder plot failed to blow up King James I.”

One response so far

Oct 30 2007

The Technology Chronicles : Apple, Lenovo customers make fewer help calls

Published by under Colleagues

The Technology Chronicles : Apple, Lenovo customers make fewer help calls

Rescuecom issues its annual reliability scores and Lenovo does great.

No responses yet

Oct 28 2007

Whereabouts week of October 28

Published by under Travel

My wife needs to travel on business, so I am staying in Cotuit this week to watch our son and try to wrestle some big forthcoming projects to the ground. So, simple whereabouts – Cotuit through next weekend, when North Carolina is the most probable plan. This week’s journey to San Francisco has turned into a phone call to S.F. — which is fine by me.

No responses yet

Oct 24 2007

Red Sox Hang Outs – Where I will be this evening

Published by under Personal

Red Sox Hang Outs – Bars, restaurants and fan clubs

In NYC tonight for some meetings. All activity ceases at 9 when I find a saloon to watch game one of the World Series. Thanks to Stephen O’Grady at Tecosystems for tagging this invaluable resource in del.icio.us.

So, following a dinner with a vendor, it is off to one of these establishments with my son and some other BoSox faithful for a late night.

8 responses so far

Oct 23 2007

Jim Forbes: in the So. Cal. Fire Zone

Published by under Personal

ForbesOnTech: Fire Blogging, A Refugee’s Observations and Why I Love my Ultra Portable and Verizon Broadband

“So right after the first notification came in, I fired up the tractor and cleared a 100by 75-foot safety spot away from my house. I cleared everything down to BME (bare mineral earth, then moved my SUV to the its separate safety spot and covered my boat’s 6 gallon gas tank and my two-gallon gas can in a potato mound I excavated this weekend. Then I covered it with a shake and bake fire blanket and soaked my garden, hastily picking up blown down palm fronds that have come off my 70 foot palm tree in the windstorm.”

Stunning post by Jim Forbes in Escondido about the wildfires ravaging Southern California. Very eerie to read one man’s experience as a refugee and long time observer of natural phenomena. I can’t recommend the click to the full post highly enough.

5 responses so far

Oct 22 2007

The answer is audits

Published by under Advertising

Online advertising is 12 years old and the industry still can’t get its act together around standardized metrics and traffic measurement. This morning’s New York Times reopens the perennial wound with a lead story in the business section that features the requisite hand wringing by online publishers over the gulf between their server logs and the traffic reported by the rating agencies like Comscore and Nielsen/ NetRatings.

Begin by looking at the role of the rating agencies and why they persist. Rating agencies use panel-based reporting to sample internet traffic and extrapolate gross traffic scores for significant media. Why they exist is a mystery to me, a vestige of broadcast media when television and radio was essentially measured through statistical sampling as there was no machine connection between the device and the broadcaster. Is it laziness on the part of the media planners? The buyers who evaluate the traffic and demographic profiles of sites before building plans for their clients? A normalized, convenient view across all sites in one convenient, but ultimately inaccurate package?

“Other big media companies — including Time Warner, The Financial Times and The New York Times — are equally frustrated that their counts of Web visitors keep coming in vastly higher than those of the tracking companies. There are many reasons for the differences (such as how people who use the Web at home and at the office are counted), but the upshot is the same: the growth of online advertising is being stunted, industry executives say, because nobody can get the basic visitor counts straight.

“You’re hearing measurement as one of the reasons that buyers are not moving even more money online,” said Wenda Harris Millard, president for media at Martha Stewart Living Omnimedia and, until June, chief sales officer at Yahoo. “It’s hugely frustrating. It’s one of the barriers preventing us from really moving forward.”

Rating agencies may exist to provide some degree of third party verification to an industry marked by different server architectures with different traffic logging and measurement procedures. While Microsoft IIS and Apache based servers may log activity differently, the real measure comes from the traffic analysis packages deployed by the site owner. Log analysis – the old model of the mid-90s, has been replaced by beacon-based systems such as Hitbox and Omniture – however they are accurate only as far as those beacons/cookies are accepted by privacy paranoid users.

Publishers have made a sport of discrediting the rating agencies. They don’t accurately count at-work panelists, they don’t extend to international audiences, etc. The entire concept of panels – users recruited to install monitors on their browsers which report activity back to the rating agency – is very flawed and should be stopped. Take the best known public example of browser-based panels, Alexis, and look back to the last presidential campaign when site managers gamed the system by having their supporters download the Alexa client to overweight the statistical samples. While ComScore and Nielsen can control and pledge some normalization in their panel composition, the simple fact is this:

There is no place for a sample when the internet is precisely measured down to every call to a server.

The issue is how to get to an apples-to-apples basis for self-reported web traffic. Here is where the Internet Advertising Bureau could make an impact beyond its current role of establish technical standards. As I’ve blogged over and over – the magazine industry, the sloppiest reported medium there is, has two independent systems for verifying circulation – the Audit Bureau of Circulation and the Business Publishers Association. Publishers routinely get their circ lists scoured and scrubbed and the result is a standard reporting format. Why can’t the IAB bring the same to the web? I know I am hopelessly naïve on this – apologies to Randall Rothenberg in advance – but over a decade and this business is still being hobbled by a lack of transparent accountability. I only can assume the IAB has tried to get audits in place, but something – publisher resistance, technical hurdles, lack of expertise … something is holding the obvious from occurring.

So how can the IAB finally get audits established? 1) force participation 2) involve the Web Analytics Association and the metrics vendors and define the metric/analytics tool makers’ reporting standards and methodology 3) vigorously discipline anyone who is caught inflating reports 4) get the media buyers aboard 5) establish an advertiser sub-group to push for those standards, advertisers who will vote with their feet away from any site that refuses to participate or who is caught inflating 6) persuade ComScore and Nielsen to drop their panel process and morph into the role of auditors and demographic profilers, working to initiate third-party audience surveys with the publishers.

Here is the IAB congratulating ComScore for cooperating with an audit into ComScore’s measurement process. I have a proposal – get them to drop the measurement process and initiate an audit of the publisher’s web logs.

Update:

Randall Rothenberg at the IAB posts a great take on the Times article on his “clog” (column and blog) “I, A Bee” He, and Derek Slater at CSO point out the obvious which I overlooked — that it’s one thing to count, it’s another to profile the audience. On that, no server log will give an indication. However, to further diss the research model, every publisher is out there laying claim to the largest audience of “left-handed Latvians between the age of 18 to 23″ based on their own survey research. I guess a media planner just wants to turn to the database and seek the right composition and go from there…..

2 responses so far

Oct 21 2007

Whereabouts week of September 22

Published by under Travel

10.22 – Monday – North Carolina

10.23 – Tuesday – North Carolina

10.24 – Wednesday – NYC

10.25 – Thursday – NYC maybe

10.26-28 Cotuit

Interactive workshops in Raleigh this week. Agency work in NYC the middle part, possibility of a dinner commitment on Thursday in NYC which I am trying to duck out of.

No responses yet

Oct 21 2007

Flotsam and Jetsam

Published by under General

In the morning-after glow of a Red Sox victory, awakening to find bluebird skies and summer breezes, I suggested to my wife that our time was better invested on the beach than on the couch with the Sunday Times. So with leashed dogs, a pocket full of fishing lures, oars over my shoulder and surf casting rod in my free hand, we walked down the Old Shore Road and a fifteen-minute-boat-ride-later stood on the point of Dead Neck, the barrier island at the head of Cotuit Bay, a garbage bag in my back pocket because last weekend we wished we had one to clean up the beach.

Dead Neck looking towards Wianno

We talked as we walked, me stopping every so often to cast a bucktail jig high in an arc out into some suspicious looking waves, but the bluefish were focused on balls of juvenile menhaden or herring and wanted nothing to do with my hook. I spied a plastic bottle, high on the berm, lodged in the wrack of the high water line, that long brown thread of dried seaweed, slipper shells, whelk eggs, and trash. I reached for the bottle.

“Why don’t you pick that up on the way back, you numbskull?” my sensible wife asked. She was right. We were going to the Osterville end of the island and back. The trash could wait for the return trip; no use in giving a plastic bottle a trip to the Wianno Cut. I continued to cast, to reel, to jig, to fish. But I found no fish. Then I found a lure. The discovery of a fishing lure is always a thrill, a karmic giveback for all the lures I’ve lost, a present poking out of the wrack and flotsam, given away by the attached rat’s nest of mono filament. Found lures are Christmas presents from the beach. I like to think they contain the latent fight of a big fish doing battle for its life, a battle which it wins, the trophy below my feet, awaiting a new hook and a little polishing.

Into my pocket went the lure, out came the garbage bag, and for the next 45 minutes I cleaned up the Nantucket Sound-side beach of Dead Neck and Sampson’s Island. The process began with my wife asking: “How much do you think we’ll get?”

She needn’t have worried. By the end of the walk the bag was overstuffed, ripped, and leaking trash back onto the sand. I held the bag in both arms, with a lobster float tucked under my chin, exhausted from walking in the softer sand above the high water mark because that’s where the trash is.

I brought in 50 pounds of trash. I’d estimate 90% was plastic, the rest paper, aluminum or glass. I fear for the future of beach glass – those smooth, opaque gems which kids treasure. There just isn’t much glass on the beach.

  • A jar of Uncle Josh’s pork rind
  • Two plastic straws
  • 1 red plastic lid
  • 1 long Slim Jim wrapper
  • An insert sole for a Reebok shoe
  • A brittle empty plastic bottle of windshield wiper fluid (which shattered into a dozen pieces when I picked it up)
  • 7 plastic cups
  • 2 plastic Poland Springs water bottles
  • 1 plastic bottle of Propel
  • 1 Pabst can, two Bud light cans, one Bud, one Orange soda (Stop & Shop generic, unopened)
  • A brown glass bottle full of sand
  • A glass Nantucket Nectar’s bottle
  • 3 tennis balls (all Penns, one “4″ one “2″ one “coach”)
  • a large rubber softball
  • a hard hollow yellow plastic ball
  • 4 popped balloons with strings attached
  • 2 metallic Mylar balloons with strings attached
  • A bottle of Hawaiian Tropic Tanning Lotion
  • A plastic spoon
  • A plastic turtle
  • A plastic handle to a sand pail
  • 4 lobster trap floats
  • A polypropylene mesh bag
  • 20 feet of yellow polypropylene rope
  • 20+ snippets of green polypropylene netting
  • A lightbulb
  • 1 large ball of monofilament fishing line
  • 20 percent of a green plastic garbage can
  • A yellow plastic disc the size of a plate
  • About 10 plastic bags
  • A purple plastic tag that says “34813283″ – 2006 DFO Lobster 34a/MPO HOMARD 34A
  • A Tyvek tag with the name of “Scott Rushnak”, Harvester permit #3396 for a bushel of Mussels which says: “This tag is required to be attached until the container is empty of retagged, and thereafter kept on file for 90 days.”

    What did I get out of the deal?

    My payoff was a 12″ pearl Bomber lure in very good shape with slightly rusted treble hooks, a nice Spofford Ballistic Missile in fluorescent orange with metal reflective tape, an Orange Ranger plug with no hooks, and another no-name orange plug with metal tape – the first one is a nice striper lure, the last three are classic bluefish popper plugs.

    There were no messages in a bottle – although the song by the Police was embedded in my head for the entire walk – and nothing like the tide float I found on the beach when I was ten and sent back to the Woods Hole Oceanographic Institute who wrote me back and told me it had been dropped from the Research Vessel Chain off of the Seychelles three years before.

    Flotsam is pretty cool stuff – unless it is plastic and chokes turtles or gets caught in the beaks of seagulls. Everyone is familiar with the lost container of running shoes that gave oceanographers a wealth of information about oceanic currents. Here is a link to an excellent article about flotsam.

    In late May of 1990, the container vessel Hansa Carrier encountered a severe storm in the north Pacific Ocean (~48°N, 161°W) on its passage from Korea to the United States. During the storm, a large wave washed twenty-one shipping containers overboard. Five of these 20-metre containers held a shipment of approximately 80,000 Nike shoes ranging from children’s shoes to large hiking boots. It has been estimated that four of the five containers opened into the stormy waters, releasing over 60,000 shoes into the north Pacific Ocean.

    The following winter, hundreds of these shoes washed ashore on the beaches of the Queen Charlotte Islands, western Vancouver Island, Washington and Oregon. With the help of beachcombers from British Columbia, Washington and Oregon, Ebbesmeyer was able to determine that hundreds of shoes were recovered. When Oregon newspapers began running the story, the Associated Press picked it up, and the word spread. The publicity resulted in many additional reports of the finding of Nike shoes on Pacific beaches. Dubious about some of the reported finds, Ebbesmeyer decided to confine his study to only those shoes found in groups of 100 or more. Even with this restriction, he accounted for approximately 1300 shoes from the more than 60,000 released.”

    Before I go – here is Wikipedia on the definitions of “flotsam” and “jetsam”

    “Traditionally, flotsam and jetsam are words that describe goods of potential value that have been thrown into the ocean. There is a technical difference between the two: jetsam has been voluntarily cast into the sea (jettisoned) by the crew of a ship, usually in order to lighten it in an emergency; while flotsam describes goods that are floating on the water without having been thrown in deliberately, often after a shipwreck. Traditionally spelled flotsom and jetsom, the “o” was replaced with “a” in the early twentieth century, and the former spellings have since been out of common usage.”

    5 responses so far

    Oct 19 2007

    Published by under General

    THE KIND OF WEEK IT’S BEEN

    Per my earlier post about dealing with flaky websites …

    3 responses so far

    Oct 17 2007

    Slikstr – These Guys Rule

    Published by under WTF?

    About Slikstr

    Best business plan I’ve seen yet. User generated content? Hah! How about a User-Generated Company. These guys are fully engaged and have totally figured out social media marketing with an ongoing naked conversation inside of Second Life no less, where we, the users, can have a say in operations. Look for these guys to be on stage at next year’s Web 2.0 Forum.

    “With the overwhelming interest in user generated content, Slikstr has taken a more integrative approach to the “wisdom of crowds” and created a company where the users themselves will be involved in the day to day operation of the business from the outset. They have posted their business plan online to allow users easy access to fundamental decisions and they have announced that they will be hosting meetings in Second Life where users will be able to voice their opinions to the companies management team. Corporate decisions made in these meetings will be binding and treated with the same respect that any directive handed down from a company’s Board of Directors would be.”

    12 responses so far

    Oct 17 2007

    Here comes your 19th nervous breakdown — Bubble 2.0

    Published by under Technology,WTF?

    Silicon Valley Start-Ups Awash in Dollars, Again – New York Times

    Martin Nisenholtz at the Times posts on Facebook that this isn’t going to end well. Damn right, welcome to Bubble 2.0 and its gonna be ugly when the music stops. Facebook at $15 billion? Google valued higher than IBM with eight times less revenue (actually that’s more than I thought they had). Get it while the getting is good. We’ve seen this before and the housing implosion is only going to accelerate it. Nice thoughts on the 20th anniversary of the Crash of 87.

    “I have to say I giggled,” Mr. O’Kelley, 30, said of the deal that earned him millions. He has since left Right Media and is starting another company. “There is no way we quadrupled the value of the company in six months.”The trend is described as a return to madness (by skeptics) or as a rational approach to unlimited opportunities presented by the Internet (by true believers). Greed, fear and a desperate rush to pick the next big winner are all adding fuel to the fire that is Silicon Valley’s resurgence.

    “There’s definitely a lot of betting going on, and it’s not rational,” said Tim O’Reilly, a technology conference promoter and book publisher.

    Rob O’Regan on the same story

    2 responses so far

    Oct 17 2007

    The First Clambake

    Published by under Clamming

    Study: Early humans threw clambakes – CNN.com

    Thanks to Cousin Tom for the clamming content. I need to post about middens sometime soon, clamshell trash heaps that allegedly litter the Cape Cod shoreline. College roomie John Hoopes, professor of such things at U. Kansas, may be able to shed some light from his time in Costa Rica.

    “This means humans were eating seafood about 40,000 years earlier than previously thought. And this is the earliest record of humans eating something other than what they caught or gathered on the land, Marean said. Most of what Marean found were the remnants of brown mussels, but he also found black mussels, small saltwater clams, sea snails and even a barnacle that indicates whale blubber or skin was brought into the cave.

    Marean figured the early people, probably women, had to trudge two to three miles to where the mussels, clams and snails were harvested and to bring them back to the cave. Then they put them over hot rocks to cook. When the food was done, the shells popped open in a process similar to modern-day mussel-steaming, but without the pot.

    Marean and colleagues tried out that ancient cooking technique in a kind of archaeological test kitchen.

    “We’ve prepped them the same way,” Marean said in telephone interview from South Africa. “They’re a little less moist (than modern steamed mussels). They definitely lose some moisture.”"

    3 responses so far

    Oct 16 2007

    Burn me once — how to handle a crashing website

    In the fall of 1999 Forbes.com disappeared for four days. It went dark, kaput, a victim of too much PR and traffic pointed at it by AOL and the annual list of the 400 Richest Americans, a server platform built on the cheap with the wrong technology, and a tech team completely frozen in the headlights.

    I lived those four sleepless days in agony — we were pre-IPO, talking to bankers, getting a ton of scrutiny with a new CEO aboard — and boom, goodbye web site. Was it a memory leak (I love how everything eventually gets blamed on a memory leak!)? Was it an issue with concurrent connections? The ad server? I made the tough call on the fourth day to literally start over and relaunch, building back content and functions as time went by.

    Danzz Dance -- Flickr

    Those were dark times for me, for our ISP, and for our tech team. I learned a lot about technology disaster recovery and crisis management and today it came in handy.

    Another site failing (not Lenovo.com), going down as “Service Unavailable” when we could least afford it to fall down. This time it took 30 minutes for me and one very smart guy on my team to decide to fire the ISP, move to a new host (thanks to Mark Cahill at Vario for the suggestions), get the coders to start debugging and have the DNS repointed. No more diagnostics. No more waiting for a service ticket to get opened, to get escalated, for serves to get rebooted, for this fix and that fix.

    Screw it. Punt to a new box, learn the lesson never to host at the old ISP again, and never get a hosting relationship where your techs and sysadmins don’t have 100% God status.

    Ugh.

    2 responses so far

    Oct 15 2007

    On turning 21

    Published by under Personal

    My eldest turned 21 today. He reached his “majority,” that milestone in the law whereby he can enter into a binding contract, buy a bottle of tequila, get married without permission …

    I’m stunned to be the parent of an adult. All trite comments and cliches about “they grow up so fast” and “they’ll be driving before you know it” apply. I can’t believe it was 21 years ago, as the Red Sox tilted at another failed World Series and his poor mother endured 24 hours of labor, that he came into this world, freaking us out as the world’s most important biology experiment.

    Tonight we talked about the Sox as they went down 2 to 4 in Game 3 of the ACLS. He’s more of a fan that I ever was, pulling me along with him back into that New England obsession that I vowed never to invest time in again after Buckner fumbled the ball. I’ve loved to embellish his birth story by telling him he popped into this world at the exact instant that the poor gimpy first baseman made his epic error, but that isn’t true, that happened ten days later, when he was home with his mother and me, a human pupae.

    It sounds better my way.

    He blogs about the movies at http://www.churbuck.com/cinemania

    This is one of his namesakes (the other is T.S. Eliot), the greatest maritime historian, Samuel Eliot Morison.

    Happy birthday Eliot!

    7 responses so far

    Oct 15 2007

    Whereabouts week of Oct. 15

    Published by under Travel

    Monday 10.15 – Cotuit to NYC

    Tuesday 10.16 – NYC am, RTP pm

    Wednesday 10.17 – RTP

    Thursday-Sunday 10.18-10.21 – Cotuit

    Week of 10.22 — RTP Monday-Tuesday, NYC Wednesday

    Longrange — San Francisco 11/2, Bangalore 11/5

    No responses yet

    Oct 15 2007

    What to do with an old laptop? Ubuntu it.

    Published by under General

    Prior to Lenovo I used to carry around, as my personal PC, a little sub-notebook from Fujitsu called a Lifebook P2120 that was recommended to me by Ben Lipman for a single compelling reason — it was one of the few laptops out there with a trackpoint instead of the dreaded touchpad.

    I liked the machine — it had more than 10 hours of battery life with the modular CD/DVD replaced with a big Li-Ion battery — it could play DVDs decently, had optical and S-Video ports, and was, for the time, pretty ahead of the curve in terms of features.

    It’s fatal flaw was the Transmeta Crusoe processor which was woefully anemic and made some tasks nearly impossible. But — the machine served me well and yesterday, seeing it look lonely, I pulled it out and configured it with Ubuntu.

    Well, it looks good,but I can’t a wireless connection to the house network and when I go looking for help, I find stuff like this:

    “Here’s some more information in case anyone has the time to help me:

    ckblackm@ckblackm-laptop:~$ ifconfig -a
    eth0 Link encap:Ethernet HWaddr 00:E0:00:C1:2B:4D
    inet addr:192.168.0.102 Bcast:192.168.0.255 Mask:255.255.255.0
    inet6 addr: fe80::2e0:ff:fec1:2b4d/64 Scope:Link
    UP BROADCAST RUNNING MULTICAST MTU:1500 Metric:1
    RX packets:3036 errors:0 dropped:0 overruns:0 frame:0
    TX packets:1605 errors:0 dropped:0 overruns:0 carrier:0
    collisions:0 txqueuelen:1000
    RX bytes:2227825 (2.1 MiB) TX bytes:258169 (252.1 KiB)
    Interrupt:9 Base address:0×8800

    lo Link encap:Local Loopback
    inet addr:127.0.0.1 Mask:255.0.0.0
    inet6 addr: ::1/128 Scope:Host
    UP LOOPBACK RUNNING MTU:16436 Metric:1
    RX packets:6 errors:0 dropped:0 overruns:0 frame:0
    TX packets:6 errors:0 dropped:0 overruns:0 carrier:0
    collisions:0 txqueuelen:0
    RX bytes:300 (300.0 b) TX bytes:300 (300.0 b)

    wlan0 Link encap:Ethernet HWaddr 00:00:00:00:00:00
    BROADCAST MULTICAST MTU:1500 Metric:1
    RX packets:0 errors:0 dropped:0 overruns:0 frame:0
    TX packets:0 errors:0 dropped:0 overruns:0 carrier:0
    collisions:0 txqueuelen:1000
    RX bytes:0 (0.0 b) TX bytes:0 (0.0 b)
    Interrupt:9 Memory:dfa0a000-dfa0b000

    If I don’t use the -a flag for ifconfig… wlan0 doesn’t show up.”

    Okay. Sure. This is why desktop linux for consumers is a gleam in somebody’s eye. I’m sure I could call Canonical and seek some help, but want to bet if I was to take this into the Geek Squad I’d come away empty-handed?

    I’d put this sort of stuff in the category of hobbyist Tinkering. But it sure is a lot of fun to make an old notebook sing again.

    8 responses so far

    Oct 15 2007

    The measured digital spend – investing internally

    Interesting article in the business section of the Sunday New York Times (10.14.07) about the acceleration in advertising budgets away from traditional advertising — TV, radio, print — and even away from “traditional” interactive — banners, skyscrapers, search and viral to more experiential and immersible experiences which the writer, Louise Story, extends to social networking.

    “Last year, Nike spent just 33 percent of its $678 million United States advertising budget on ads with television networks and other traditional media companies. That’s down from 55 percent 10 years ago, according to the trade publication Advertising Age.

    “We’re not in the business of keeping the media companies alive,” Mr. Edwards says he tells many media executives. “We’re in the business of connecting with consumers.”

    Mr. Edwards may be more blunt than most. But many large marketers are taking huge chunks of money out of their budgets for traditional media and using the funds to develop new, more direct interactions with consumers — not only on the Internet, but also through in-person events.”

    Fine, this is not news. Money is moving from mass media to new media and accelerating. I get that. Digital should be at the heart of every marketing campaign, etc. etc. What is interesting and underscored in the Times piece is the shift not from traditional to digital, but from media to non-media.

    “True, Nike increased its spending on traditional media in the United States by 3 percent from 2003 to 2006, to $220.5 million. But in the same period, it increased its nonmedia ad spending 33 percent, to $457.9 million, according to the Advertising Age data.

    Behind the shift is a fundamental change in Nike’s view of the role of advertising. No longer are ads primarily meant to grab a person’s attention while they’re trying to do something else — like reading an article. Nike executives say that much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions.”

    Here’s the payoff from the piece. The shift is not from traditional to digital, it’s from public media to “internal” media. In essence, marketers, particularly consumer packaged goods, are plowing their dollars into themselves. BudTV. Nike’s exercise tools. Their own communities, their own social networks. Their SecondLife islands.

    “Digital media spending is doubling every year at many big companies, industry data indicate. But the research firm Outsell found this year that 58 percent of marketers’ online spending went to their own Web sites, rather than to paid ads. More than two million people visited Nike-owned Web sites in July, according to Nielsen//NetRatings.”

    Repeat that number — 58% — that’s right, way more than half of the digital spend is being invested internally, not via agencies, not via media planners, not being behaviorally targetted, but on internal plays. As someone accustomed to regarding a corporate dot.com strategy as little more than an IT investment managed by some designers, that blows me away.

    4 responses so far

    Oct 12 2007

    Athletics as a predictor of business success

    Published by under General

    China and Lenovo – International Business News – Portfolio.com

    This article in Portfolio taught me something about our CEO I didn’t know — he was a wrestler (apparently a very, very successful wrestler), which makes him my second boss in a decade who was a champion mat-man.

    “Amelio used to wrestle for Lehigh University, and at 49 he still has the bearing of a guy who might enjoy pile-driving an opponent into the mat. He has a short, neat beard and eyes that lock onto whomever he’s talking to like a sniper’s laser sight. “

    The other was Lowell Bryan at McKinsey, who was an NCAA Heavyweight champion in the 1960s. I was captain of my high school wrestling team — and I sucked and I am not a CEO — but with other noted wrestlers like Donald Rumsfeld occupying position of leadership the question to be asked, are there certain sports that lend themselves to certain professions or titles?

    I recall an article in the Wall Street Journal years ago about investment banks recruiting college rowers because of their proclivity for suffering and great teamwork. It would be interesting to look at various leadership profiles and determine if there is a correlation between say quarterbacks and presidents, defensemen and attorneys. etc. etc.

    One response so far

    Oct 12 2007

    Forrester Consumer Forum – Day 2

    Published by under fcf07

    Josh Bernoff – the Forrester warhorse on digital media, opens the second day with a preview of the book he co-authored with Charlene Li — Groundswell. Winning in a World Transformed by Social Technologies.


    Being a wave geek, let’s digress and look at the definition of a ground swell – essentially it’s a subtle heaving of the sea, a “sub-wave” generated by activity such as a storm hundreds of miles away. It’s the foundation of oceanic wave structure. It can be flat calm, with no ripples on the surface, but the sea can subtly heave and pulse due to the momentum effects from the distant event. (I feel like a coprolite this morning, so I am out of Chicago at noon to try to make it to a bed before I slip into what feels like an incipient flu)

    End of digression, Bernoff is providing a framework with case examples

    • Listening: cancer treatment facility that listens to patients complaints about scheduling
    • Talking: Let fans spread the message more easily through social networks.Adidas on MySpace as more effect impressions than banners.
    • Energizing: help best customers recruit others. Sales strategy. Guy who gets worked up about his laptop bag he bought on E-Bags where customers are asked to review their product. Zipper breaks. He beefs. Company contacts him, takes suggestions to factory. Guy becomes a fanatic. Brand ambassador programs.
    • Supporting: Talks about “Predator” guy – Dell support forums. “I actually enjoy helping people.” 473K minutes online in Dell forum helping users. Enable customers to help customers with their problems.
    • Embracing:
      involving customers in product development. Salesforce.com cited. Idea-Exchange, people suggesting improvements. Vote capability.

    Now Bernoff is pitching ROI of an executive blog. As David Armano said yesterday, you know you’re at a Forrester conference when ROI gets invoked. ROI of Support Forum – I buy into that. Blog shouldn’t need an ROI justification – if it needs one, to quote Christine Hefner, polish up the resume and look for another company. But forum ROI – very key as there are some substantial economic benefits around call-reduction/avoidance.

    Q&A: how do I get one of them there communities? Just add water? There are actually vendors who do it. Hmm. I can see why you’d need to hire pros if you’ve never moderated a seething flame fest …..

    What does SMM do to traditional marketing functions – like email? Email?

    (Jeremiah Owyang – formerly of Podtech, now a Forrester analyst, is collating conference blogs at http://web-straegist.com/blog)

    (Word is actually a good tool for conference blogging)

     

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