Missed Advertiser Opportunity: Fortune Mag’s “Kindle” Strategy

The May 9th issue of Fortune Magazine contains a terrific 22 page article by Adam Lashinsky called “Inside Apple.” As has been much reported, Fortune withheld the article from its website. To read Lashinsky’s article, you have to subscribe (magazine subscribers get free iPad access), haul yourself to a newsstand or pay 99 cents at Amazon.com’s Kindle store to buy it as a short eBook. Amazingly, the Lashinsky article hit #9 in the Kindle store, outselling full-length books.

At 22 pages — seven of which are illustrations or content light — 99 cents is tad steep, but is sure beats the full cover price of $4.99.

Personally, I was so interested in this strategy that I paid the $19.99 annual subscription fee and now can happily read Fortune on my iPad in full and, apparently, ad free.

This is a bright, sunny day for Time, Inc., publisher of Fortune, and its peers as the success of the Kindle strategy suggests that premium content can command premium prices even in digital environments.

But there are players missing from this game.

Did no B2B advertiser think to subsidize this 99 cent fee? I can imagine that non-Apple competitors and big B2B spenders like Prudential, Staples, FedEx and Monster could have benefited by adopting a Hulu-like-strategy with Amazon and Fortune: “you can pay 99 cents and get this article ad-free, or you can pay 49 cents and get a version sponsored by…”

Surely Verizon, Apple’s new partner in iPhone love and a huge B2B spender, could have used the energy surrounding this article and the general fascination with Apple to accelerate interest in their version of the iPhone. Verizon might have sent an email to its subscribers saying, “read this best-selling article, on us!”

FedEx might have worked with Amazon for a separate, sponsored edition of the article with a limit of the first 1,000 or 10,000 people to come.

Did nobody think of this? Would Amazon decline to create sponsored editions? Would Time, Inc. decline because it wants to retrain its readership and potential readership into the practice of paying good money for good content?

I’m fascinated both by what’s in the Fortune strategy and what’s missing.

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Interesting Tidbits for May 10th

Things worth reading for May 10th:

YouTube – SURPRISE MUSICAL – Gotta Share! – Must see!

Media Firms Become More Willing to Work With Netflix – WSJ.com – Interesting take on the turning tide for IP based VOD.

Fortune Keeps Apple Story Off Web, On iPad and Kindle | Peter Kafka | MediaMemo | AllThingsD – Interesting piece about Fortune’s experiment with not releasing their Apple-icious cover story online but making users pay $.99 on the Kindle or subscribe.

Connected Devices: How We Use Tablets in the U.S. | Nielsen Wire – “When asked whether they used other connected devices more often or less often since purchasing a tablet, 35 percent of tablet owners who also owned a desktop computer reported using their desktop less often or not at all, while 32 percent of those who also owned laptops, said they used their laptop less often or never since acquiring a tablet. Twenty-seven percent of those who also own eReaders said they use their eReader less often or not at all – the same percentage as those who also own portable media players. One-in-four tablet owners who own portable games consoles are using those devices less often, if at all, since purchasing a tablet.”

Race to save digital art from the rapid pace of technological change | Technology | The Observer – “Race to save digital art from the rapid pace of technological change.<br />
“Pioneers of computer art are in danger of becoming the lost generation of our cultural heritage because scientists are unable to preserve their work”

A List Apart: Articles: Orbital Content – “Most online content today is stuck. It has roots firmly planted in one of the many sites and applications around the web. Because content is rooted, we are forced to spend precious time recording its location in the hopes of navigating back. We bookmark websites. We favorite tweets. We create lists in text files.”

MediaPost Publications Kids Are Multi-tasking Technology At Younger Ages 04/29/2011 – “It’s hard to believe there was a time, not terribly long ago, when the idea of 6-year-olds having media habits — much less media habits requiring them to multitask — would have seemed absurd. Now, however, kids are using a range of media platforms from smartphones to console games — and starting younger. And they are engaging far more than in the past with content and platforms designed for older kids and even adults.”

LA Flood – “The LA Flood Project is a [work in progress] locative media experience made up of three segments:-Oral histories of crises in Los Angeles-A locative narrative about a fictional flood-A flood simulation. Check here for updates.”

L.A. Flood, the emerging narrative – LA Observed – Nice overview of a fascinating transmedia experiment happening around the L.A. Festival of Books and on Twitter. Next link will be directly to the site.

The Science of Why We Don’t Believe Science – Truly interesting survey of decision research.

Where does good come from? – Boston.com – ‘On a recent Monday afternoon, the distinguished Harvard biologist Edward O. Wilson was at his home in Lexington, talking on the phone about the knocks he’s been taking lately from the scientific community, and paraphrasing Arthur Schopenhauer to explain his current standing in his field. “All new ideas go through three phases,” Wilson said, with some happy mischief in his voice. “They’re first ridiculed or ignored. Then they meet outrage. Then they are said to have been obvious all along.”’

You Are the Ad – Technology Review – “Suddenly, large companies are running multimillion-dollar ad campaigns on Facebook. Startups, such as the social-game maker Zynga and the daily-deal service Groupon, are mounting similar though smaller campaigns, and so are hundreds of thousands of local businesses, such as fitness salons and photographers. Facebook ads hauled in nearly $2 billion in revenues last year, according to the business information service eMarketer, and a leaked document belonging to investor Goldman Sachs revealed that the privately held company made a profit of about $500 million in the same period. This year, revenues are on track to reach $4 billion—making the $75 billion valuation investors are placing on Facebook seem slightly less crazy.”

Are ‘enhanced’ e-books the future of books, or mere footnotes? – Technology Review – “Ecologist Tim Flannery’s new book Here on Earth is available as a hardback, a paperback, a kindle ebook, and, somewhat unusually, an app. The app version of the book, produced for Atlantic Monthly press by a collaboration between writer/producers Arcade Sunshine and development studio Element 84, just went on sale in the iTunes App store. ”

This Tech Bubble Is Different – BusinessWeek – Terrific article on why we’re in a new and less-impressive bubble right now. Interesting and the kind of writing that is a best-case for magazines sticking around.

Groupon Buys Pelago in Bid to Expand User Discovery: Tech News and Analysis « – “Groupon has been about helping people discover deals. Now, it’s buying Pelago, maker of local discovery app Whrrl, in a bid to improve its ability to bring together consumers and local discount offers. The acquisition means the end of Whrrl on April 30 but it could also mean a broader direction for Groupon as it looks to expand beyond daily deals to more mobile and personalized discounts.”

If you like this, please follow me on Twitter as @bradberens for more!

 

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New Delhi arrival: first thoughts…

I arrived in New Delhi last night to attend and MC our launch of ad:tech New Delhi later this week.  It was a pleasant trip (thank you Continental Airlines) if just a little over 24 hours in length.  In a few minutes I’ll wander down to the lobby at the gorgeous Leela hotel in order to take a day trip to Agra and the Taj Majal– details and photos coming later.

So far I’ve seen little other than the hotel except for the shiny new international terminal at Indira Ghandi and the ride to the hotel.  There were still a few surprises:

  • Almost the first thing I saw were two adult men holding hands as they walked toward the terminal as I walked away, and clearly this was just good companionship rather than anything sexual– which my handy guidebook later confirmed.
  • Mothers weep at the departure of their adult sons the world over– this mom quietly lifted one fold of her sari, first to conceal her expression and then quietly to wipe her eye as her son strode off to his plane.
  • The main word I have for New Delhi so far is juxtaposition– some of the same cars I see in Oregon (I rode to the hotel in a Camry) driving next to tiny little cars that dart in and out of traffic like hummingbirds.  One car had curtains, nicely tied back, around every window… perhaps it has no air conditioning?
  • Since I’m a big wimp when it comes to spicy food (the heat, not the flavor) I was worried that I wouldn’t eat all week, but the dinner here at the Leela was fantastic– a tangy curry without the napalm scorch that I feared.  I still have a ready supply of Powerbars handy, but that’s just as much because at conferences I rarely have a chance to eat.

More soon!  Off to Agra!

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Interesting Tidbits for April 18th

Things worth reading for April 6th through April 18th:


Facebook advertising: Facebook prepares to cash in on users’ data – latimes.com – “The Palo Alto company is looking to cash in on this mother lode of personal information by helping advertisers pinpoint exactly whom they want to reach. This is no idle boast. Facebook doesn’t have to guess who its users are or what they like. Facebook knows, because members volunteer this information freely — and frequently — in their profiles, status updates, wall posts, messages and ‘likes.’

“It’s now tracking this activity, shooting online ads to users based on their demographics, interests, even what they say to friends on the site — sometimes within minutes of them typing a key word or phrase.”

Razorfish5: Technologies That Will Change The Business of Brands – PSFK – “Razorfish’s Chief Technology Officer, Ray Velez, led the production of a report that focuses on how companies can work with emerging trends in technology including:

  • Near Field Communications
  • The Interface Revolution
  • Open APIs and Digital Services
  • Holistic Data Management
  • Businesses Shifting To Cloud Computing”

Motorola Mobility intros SocialTV service | The Digital Home – CNET News – Social Media + TV = the new Motorola SocialTV application.

Is Amazon Entering the Display Ad Business?: Tech News and Analysis « – “Amazon already offers display advertising opportunities on its own website. But the company may be preparing to be a much bigger force across the web as it looks to become a major player in the online display advertising market. That’s the conclusion of analyst Ben Schachter of Macquerie Research.”

Google to Revamp YouTube With ‘Channels’ – WSJ.com – “YouTube is looking to compete with broadcast and cable television, some of these people said, a goal that requires it to entice users to stay on the website longer, and to convince advertisers that it will reach desirable consumers.”

Marketers Failing Interactive Part of Interactive Marketing | CMO Strategy – Advertising Age – CMOs still don’t get it, per AdAge & Forrester.

If you like this, please follow me on Twitter as @bradberens for more!

 

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Two terrific ad:tech SF opportunities!

ad:tech San Francisco starts Monday afternoon, and I’m thrilled to announce that we have two great opportunities for conference attendees to be a bigger part of our sessions.

Get Presentation Tips from the Best in the Business: Sign up today!

Even experienced speakers can learn something new, and if you’re nervous standing in front of your colleagues or strangers then you need strategies to help you knock the presentation out of the park without having your knees knock together. At this year’s ad:tech San Francisco we’re proud to present two of the world’s foremost authorities on presentations – Nancy Duarte and Guy Kawasaki – as they help YOU make the most out of your presentation.

Want to have them go over your deck and give you pointers in their Wednesday morning session? Just fill out our form, upload your deck and you’ll be in the running for a real-time lesson on powerful, engaging presentations!  Sign up today!

Be there Wednesday, April 13, at 10:30am for “Great Presentations: Learn How to Engage Your Audience.”

PRESENTERS

  • Nancy Duarte, CEO, Duarte Design
  • Guy Kawasaki, Co-Founder, Alltop, and Founding Partner, Garage Technology Ventures

Free Consultation! Is Your Site Talking to the Right People?

Your business website is one-size fits all…. and that’s a bad thing! Different sorts of internet users approach sites differently: the colors that work for a stay-at-home mom aren’t the same as those that work for a 30 year old male sports fan. If you don’t know how your target customer uses the web, then this is a must-attend session. Join Joseph Carrabis — acclaimed neuroscientist, researcher, founder of the NextStage companies and author of the book “Reading Virtual Minds” – in a fast-paced session where we tour your URLs and figure out where they’re working and where they’re failing to connect with customers.

To get actionable, real-time advice on your company site, simply fill out our form: we’ll select several sites to review live in session.

Be there Tuesday, April 12, at 10:30am for “Reading Customers’ Minds: Neuromarketing without the Wires.”  Sign up today!

PRESENTER

  • Joseph Carrabis, NeuroMarketer-in-Residence, Critical Mass

Posted in Internet, Marketing, Power Point | Tagged | 2 Comments

Interesting Tidbits for April 5th

Things worth reading for March 16th through April 5th:

IDEO: Five Companies That Mastered Social Media’s Branding Potential | Co.Design – Nice review of 5 strategies that worked.

The Big Mobile and Desktop Platform Merge Is Underway: Mobile Technology News « – Nice piece from Om about a new kind of convergence: desktop and mobile.

The Coming Wave of “Social Apponomics” – Nice high-level take on how social is transforming business from S+B. May be a little 101 for digitalistas, but remember your CEO still doesn’t get it, right?

Twitter to Offer Brand Pages Like Facebook’s, Report Says – What would this mean for companies like Seesmic?

Deloitte’s “State of the Media Democracy” Survey: TV Industry Embraces the Internet and Prospers | Press Release – The release around February 2011′s “State of the Media Democracy” report.

Video Advertising Must Ditch Impressions for ‘Cost Per View’ | DigitalNext: A Blog on Emerging Media and Technology – Advertising Age – Cost Per View.  Interesting notion.

Jonah Lehrer on Problems With SATs, GREs, the NFL Combine and Other Performance Tests | Head Case – WSJ.com – “The reason maximal measures are such bad predictors is rooted in what these tests don’t measure. It turns out that many of the most important factors for life success are character traits, such as grit and self-control, and these can’t be measured quickly.

“Consider grit, which reflects a person’s commitment to a long-term goal. As Angela Duckworth, a psychologist at the University of Pennsylvania, has demonstrated, levels of grit consistently predict levels of achievement, such as graduation from West Point and success in the National Spelling Bee.”

Digital Strategy Paying Off for Publicis – NYTimes.com – Nice account of where the holding companies are with digital: “In the tradition-bound advertising industry, Mr. Lévy has been one of the strongest advocates of new digital forms of marketing, and he has backed up his words by writing big checks. Five years ago, he spent $1.3 billion of Publicis shareholders’ money to buy Digitas, an Internet advertising agency, prompting rivals and some analysts to sneer that he had paid too much. Yet Mr. Lévy pushed ahead, adding other digital agencies, including Razorfish for $530 million in 2009. “

There Are No Rules – Bestselling Author Turns Down $500K Deal to Self-Publish – “The breaking news today is that NYT bestseller Barry Eisler turned down a $500K deal from his publisher, St. Martin’s, in order to self-publish his next book. “

The attraction of distraction – latimes.com – “The brain is wired to adjust for motion. For instance, if you grab a coffee cup while walking past a table, you need to account for the one or two steps between the time you start to reach and the moment when your fingers grasp the cup.”

FORA.tv – Robert Sapolsky: Are Humans Just Another Primate? – Don’t miss this fascinating FORA.tv talk about Dopamine and where pleasure comes from.

Facebook Fan Page – An Essential Component to a Complete Web Presence For Your Business – A useful and generous article.

Who Rules the Web Now? – Peter C. Horan and Jeffrey F. Rayport – The Conversation – Harvard Business Review – Brilliant strategy piece by Peter Horan and Jeffrey Rayport.

What Happens To Your Online Data When You Die? – Fascinating.

Take Back Control of Your Work (and Your Life) – Tony Schwartz – Harvard Business Review – “The digital devices we all now carry around are stunningly seductive and addictive, providing endless access to instant gratification: tweets and texts, stuff to buy, games to play, apps to add, and constant new information. Our devices are the means by which we get our work done, but they’re also a form of digital crack. If they’re turned on, you’ll almost surely use them and very likely abuse them. “

If you like this, please follow me on Twitter as @bradberens for more!

 

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Fascinating TED talk by David Brooks

This is well worth all 18 minutes.

 

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Interesting Tidbits for March 16th

Things worth reading for March 4th through March 16th:

The State of the News Media 2011 – Here’s the direct study from Pew that Reuters summarized in the next link.

Online readership and ad revenue overtake newspapers | Reuters – Reuters Summary: ”For the first time, online readership and advertising revenue has surpassed that of print newspapers.

“Online advertising revenue in the United States is projected to overtake print newspaper ad revenue in 2010, according to the latest report, the State of the News Media, from the Pew Research Center’s Project for Excellence in Journalism.”

LivingSocial in Talks to Raise $500 Million – WSJ.com – “LivingSocial Inc., a website offering daily coupons, is in active talks with investors to raise around $500 million to help fuel its expansion and keep up with rival Groupon Inc., according to people familiar with the matter.

“The move comes just three months after LivingSocial said it had raised $175 million from Amazon.com Inc. It isn’t clear what valuation LivingSocial is seeking or which investors are involved in the talks, but one person familiar with the matter said the company would like to raise $100 million from handful of marquee investors.”

Groupon Nightmare: Small Business Posie – Truly interesting article about the perils of using Groupon without proper planning.

All the Aggregation That’s Fit to Aggregate – NYTimes.com – The NYT’s Bill Keller on today’s journalism, including this ZING on HuffPo: ‘Last month, when AOL bought The Huffington Post for $315 million, it was portrayed as a sign that AOL is moving into the business of creating stuff — what we used to call writing or reporting or journalism but we now call “content.” Buying an aggregator and calling it a content play is a little like a company’s announcing plans to improve its cash position by hiring a counterfeiter.’

When Shakespeare Goes Disastrously Wrong – Funny Videos | Cracked.com – Very cute and worth a look.

What today’s brand marketers can learn from William Shakespeare — iMediaConnection Blog – Check out Gretchen Hyman’s kind coverage of my iMedia Brand Summit talk on Monday!

Facebook Users to Get Warner Bros. Movies – WSJ.com – The biggest part of this story is here: “Warner Bros.’ move also indicates that, at least for now, Facebook prefers to simply allow other companies to use its popular platform to set up their own virtual screening rooms, with Facebook taking a cut of sales.”

How To Do Propagation Planning – Really interesting deck.

If you like this, please follow me on Twitter as @bradberens for more!

 

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The Shakespeare Brand: Yesterday’s iMedia Talk now UP on YouTube

UPDATE: More of the talk now embedded below.

Yesterday I had the great pleasure of speaking at the iMedia Brand Summit– an event that I’ve been intimately associated with for years but at which I’ve rarely presented while wearing my research hat.  This talk is the seed of my next book length project, and I was delighted to see that most of it is already on YouTube this morning:

 

Here’s the handbook description:

On February 11, 2011 Disney released a new kids movie called “Gnomeo & Juliet” based on William Shakespeare’s “Romeo and Juliet.” Why? What made Disney think that an animated love story about lawn gnomes would somehow be better – or, at least, more marketable — with a connection to a play first performed in London in 1595? The answer is simple: Shakespeare created one of history’s most powerful brands. Allusions to and adaptations of his plays permeate our culture, and not just in movies and TV. In Corpus Christi in 1845, while serving in the infantry, bored and waiting for the Mexican War to start, future President Ulysses S. Grant killed time playing the role of Desdemona– the female lead in “Othello.” Imagine George W. Bush or Barack Obama doing that! We don’t typically think of Shakespeare as a successful brand story, but we should because the way Shakespeare created, bonded with and nurtured his customer base has actionable lessons for marketers today. Don’t get distracted by the tights, skulls, swords and iambic pentameter: what really distinguished Shakespeare was his longitudinal and economic relationship with his customers. In today’s insight address, iMedia’s own Chief Content Officer (and a bona fide Shakespearean) will unpack this economic relationship and explore how deploying the Shakespeare Strategy can empower marketing in today’s digital media landscape.

I’ll post when Part II comes live or repost the whole thing to YouTube once I get the files.

Please let me know what you think!

 

Posted in Books, Culture, Eventness, Internet, Marketing, Media, Public Speaking, Shakespeare, Uncategorized | 4 Comments

Interesting Tidbits for March 4th

Things worth reading for February 26th through March 4th:


FCC Moves to Redirect Phone Subsidies for the Poor – PCWorld Business Center – Big news, surfaced by @shellypalmer

Facebook To Share Users’ Home Addresses, Phone Numbers With External Sites – Yikes!  ”Facebook will be moving forward with a controversial plan to give third-party developers and external websites the ability to access users’ home addresses and cellphone numbers in the face of criticism from privacy experts, users, and even congressmen.”

The Apple strategy tax – Will Apple slowly kill its business as Microsoft once seemed to? Check out this interesting piece from Ars Technica.

AT&T Offers Mobile Shopping Alerts – WSJ.com – “AT&T Inc. is taking aim at mobile advertising with a program that serves up special offers via text message when its wireless subscribers are near a retailer or brand participating in the program.

“AT&T is working with Placecast, a six-year-old start-up, to deliver advertising and offers to subscribers’ cellphones via its “ShopAlerts by AT&T” program. The service, which targets the ads based on a person’s location, age and gender, is currently only available in New York, Los Angeles, Chicago, and San Francisco. Eventually, ads will also target interests, such as sports or cars, which users will be asked to identify when subscribing.

“Subscribers will have to sign up for the service, which takes advantage of mobile-phones’ ability to track their users’ locations. In theory, that means companies can target offers at people in a position to act on them immediately, a capability advocates hope will open up a lucrative new advertising market.

Coming Soon: Advertiser Alerts on Your Phone – Digits – WSJ – “On Tuesday Loopt, a social network catered to mobile-device users, unveiled a plan to allow advertisers to send alerts to Loopt users, based on their location, when they want to offer them an limited-time deal.

“A restaurant looking to fill empty seats, for example, could alert a nearby Loopt user of a special price for a meal if they arrived first, says Loopt’s chief executive Sam Altman, in an interview. “We’re very excited about this,” he says.

“The initiative, called Reward Alerts, will begin later this month and builds on prior efforts by Loopt, other social-networking services such as Facebook and Foursquare and big Internet companies such as business-review site Yelp and search giant Google to tap into the market for local-business advertising.”

Facebook ‘Like’ Button Takes Over Share Button Functionality – “After months of updates to its Like button, Facebook has released an update that fundamentally changes the button’s functionality to that of a Share button. Now after hitting the Like button, a full story with a headline, blurb and thumbnail will be posted to your profile wall. You’ll also be given an option to comment on the story link. Previously, only a link to the story would appear in the recent activity, often going unnoticed by users.”

Plan to Create a Digital Works Institute Wins Ad Contest – NYTimes.com – “The idea, submitted by Kip Voytek, a specialist in interactive advertising, is to form a national institute that would be focused on education in the realm of digital arts and sciences.”

PressThink: How the Backchannel Has Changed the Game for Conference Panelists – Really terrific post (about a year old) by Jay Rosen.

If you like this, please follow me on Twitter as @bradberens for more!

     

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