From the monthly archives:

November 2005

In the Wall Street Journal article Top Web Sites Build Up Ad Backlog, Raise Rates (subscription required) reporters Julia Angwin and Kevin J. Delaney provide some encouraging numbers for those bloggers who seek advertising revenue.

It appears Web ad space is a very hot commodity these days and many of the high traffic sites are sold out of ad inventory. The chief media revenue officer at MSN says it best: “We have a supply issue”. This means good things for the smaller sites that have space to sell.

The biggest 50 Web companies are attracting 96% of the ad spending, according to PricewaterhouseCoopers. Most goes to the top four portals — Yahoo, Google, AOL and MSN.

Still, the rising tide of ad dollars is lifting some smaller boats. The shortage of premium spots is driving advertisers toward smaller targeted Web sites that capture niche audiences and even into what is known as “remnant inventory,” or otherwise unwanted spots across a wide array of Web sites.

Prices for remnant advertising increased about 3% in the third quarter from the second quarter, according to a survey of media buyers by Deutsche Bank analyst Jeetil Patel. Unlike premium sites, remnant advertisers have no shortage of space available.

The growth of the Web advertising market has been impressive lately. U.S. advertising spending online increased by 26% to $5.8 billion in the In the first half of 2005. In addition, the prospects for growth are encouraging. Online ad revenue accounted for only 3.7% of total U.S. ad spending last year.

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PR and the Blogosphere: What’s Going On?

by Teresa Valdez Klein on November 16, 2005

I’d like to follow up on Steve’s post from a few days ago with my own thoughts on the relationship between public relations and the blogosphere.

I’ve done a number of public relations internships over the past few years. I know from experience that it’s a tough field where the difference between survival and annihilation often lies in the turn of a phrase. I have come away from each experience with tremendous respect for the guts, hard work, nerve and creative thinking that it takes to make a career in PR.

That said, public relations as an industry has not yet fully embraced the change that the blogosphere represents. Two examples from my own experience illustrate the general cluelessness that some in the PR world continue to exhibit when it comes to the blogosphere:

  • One team couldn’t see how it was a problem that the number one Google result for their client was a blog that was spreading blatant inaccuracies and posting leaked internal documents.

  • Another team attempted to pitch stories to bloggers the same way that they pitched them to traditional journalists. When they met with no response from the bloggers, they didn’t rethink their strategies. They just kept trying the same things over and over again.

  • It’s really no wonder that in an industry so challenging, some would be slow to deal with change. Most PR folks have enough stressful things going on in their daily work without paying attention the blogosphere. But those firms who have been smelling the proverbial cheese and recognizing impending changes have managed to stay ahead of the curve. This may well be what separates the PR firms that sink from those that swim.

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    Porno for iPods: content on demand

    by Steve Broback on November 16, 2005

    The Washington Post reports that the [porn industry is scrambling](http://www.washingtonpost.com/wp-dyn/content/article/2005/11/14/AR2005111401456_pf.html) to produce media for iPods. That’s no surprise, as porn has always been technologically innovative (credited for the home video revolution and most of the internet money making in the 90s). What’s relevant to bloggers, designers, and developers is that content of all types, including porn, is being viewed across browsers, platforms, and devices. Some call it convergence and I call it divergence: cell phones, Blackberries, game devices, TV, iPods, all viewing web content.

    Let’s get Small

    [Standards-based design evangelists](http://www.webstandards.org/) have warned for years that your website would be viewed on a variety of devices and that day has finally come. [PodSites](http://www.podsites.com/) offers a how-to on making a slice of the web to go and A List Apart has published, [Pocket-Sized Design: Taking Your Website to the Small Screen](http://www.alistapart.com/articles/pocket).

    Businesses that are thinking about a podcast should also start thinking about product demos, user manuals, and more content from their site that can be viewed on a small device. Next time I’m considering a new station wagon, I’d like to get a video podcast of Volvo’s new models and watch it at my leisure on my iPod.

    That’s content on demand.

    Updated

    And, this just in . . . there’s also video dating on demand, with [PodDater](http://www.poddater.com/)

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    Byron and I are in the middle of writing our chapter on how to select the right platform for your business blog, and I’ve run across some resources that can help those new to the game make the right choice for them.

    The most recent writeup is Blog Software Smackdown: The Big 3 Reviewed by Vinnie Garcia and compares Movable Type, WordPress, and Textpattern.

    Susannah Gardner at The USC Annenberg Online Journalism Review wrote a detailed article in July of 2005 covering the main tools, costs, and capabilities of several blog hosting services and tools. One of the unique points she goes into is how long it takes to get up and running with each platform.

    A handy feature comparison chart (no plugin or extension features covered) is here.

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    Blogging: the PR industry still not getting it

    by Steve Broback on November 15, 2005

    Jeremy Zawodny posted today on the cluenesness of technology PR firms (still spamming bloggers), and wrote back in July about how he wanted to block email from all the big names in Tech PR.

    I find this funny because the tech PR firm that represents Yahoo called and emailed me numerous times this summer about wanting Jeremy to present at the August Blog Business Summit. My response was that I’d love to see him on the podium, and that all they had to do was get us together via email so we could brainstorm topics. They kept calling and emailing me, but never quite fostered a direct connection with Jeremy.

    I think this new medium that enables “conversation” apparently has most PR firms flummoxed as in many cases, their job is to get in the middle of the discussion and steer it.

    BTW, I’d still like to talk (to him) about the next conference we’re planning. Jeremy, my email is steve AT blogbusinesssummit.com.

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    Will Federal Law Shield Bloggers?

    by Teresa Valdez Klein on November 15, 2005

    My dad met Judith Miller once in the mid-70’s. She was dating an acquaintance of his at the time and they all went out for drinks one night. He remembers being impressed by her, a feeling he says was only reinforced in recent months by her willingness to go to prison rather than name her source in the Valerie Plame leak case.

    Now, Miller is supporting a bill that was proposed by Senator Richard Lugar (R-IN). The bill, called the Free Flow of Information Act of 2005, would prevent reporters from being held in contempt of court for refusing to name sources, even when subpoenaed. What remains to be seen is whether bloggers will fall under the definition of “journalists.”

    “As to who is a reporter, this will be a subject of debate as this bill goes farther along,” Lugar said to a throng of reporters. “Are bloggers journalists or [are they] some of the commercial businesses that you here would probably not consider real journalists? Probably not, but how do you determine who will be included in this bill?”

    The bill’s language currently covers “any entity that disseminates information by print, broadcast, cable, satellite, mechanical, photographic, electronic, or other means and that publishes a newspaper, book, magazine, or other periodical in print or electronic form” - a description that could well apply to the blogosphere. But like all legislation before Congress, the bill is subject to revision before passage and interpretation by the courts when it is applied.

    The issue has raged on for some time, with a number of excellent points leveled on both sides. Those who believe the law should cover bloggers argue that the act of covering a story makes someone a journalist, whether they work for an official publication or a blog they built themselves. Others say that because bloggers are not held to the same standards of journalistic ethics and do not want to be liable for slander or libel claims that they do not fall under the journalistic heading.

    As a blogger, I hold myself to the same standards of ethical conduct that I would if I were working for a newspaper. I don’t slander people or spread falsehoods. Mostly I use my blog to express my own viewpoint and offer analysis of issues already being discussed in the blogosphere or in the press.

    But were I standing in Judith Miller’s shoes, I would like to believe that I would be willing to go to prison to protect an anonymous source. I don’t think I should have to. But like Laine Hanson said in The Contender, “principles only mean something if you stick by them when they’re inconvenient.”

    I understand that many bloggers aren’t as ethical as Andrew Sullivan or the good people at The Left Coaster. But there are reporters who don’t live up to their professional ethical codes either - anyone remember Jayson Blair? The definition of journalist as it is intended for this piece of legislation most certainly applies to him.

    Bloggers may not be reporters in the same sense that Judith Miller is a reporter, but we derive our right to speak freely from the same piece of the Constitution. We write about issues of great importance, we offer discourse, and we serve the purposes of the fourth estate.

    We live in a nation of laws, which nobody is above. It is commonly understood that the 14th amendment requires that laws be equally applied in the same manner to all persons who exist in similar conditions and circumstances. Therefore it is my opinion that to deny bloggers protection under the Free Flow of Information Act would be an unconstitutional violation of our 14th amendment right to equal protection under the laws.

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    TypePad Working to Make Up for Shoddy Service

    by Teresa Valdez Klein on November 15, 2005

    TypePad’s slowdowns and dead stops over the past month have invited unending criticism from the blogosphere. One blogger even fled TypePad for the much less attractive but more robust - if spam friendly - service of Blogger. There, the blogger who calls him or herself “TypePad refugee” proposed the idea of a class action lawsuit against Six Apart for their service slowdowns.

    Since Six Apart’s customers are all bloggers, they know the blogosphere pretty darn well. So it’s obvious that they understand the concept of facing a crisis head on instead of dodging it.

    Two weeks ago, Six Apart CEO Barak Berkowitz sent out an e-mail to all TypePad users apologizing for the service’s myriad problems, explaining their underlying causes, and talking about the various ways that Six Apart was working to solve them. For many users, the e-mail was a welcome sign that Six Apart was dealing with the slowdowns. But some users who host multiple blogs on TypePad received as many as five copies of the same e-mail - a copy for each TypePad hosted blog.

    This isn’t nearly as big a problem as the slowdowns themselves - but it wasn’t exactly confidence-inspiring either. When the company you trust to keep your blog running can’t even check an e-mail blast list for duplicate addressees, it gives you understandable pause.

    Then yesterday, Berkowitz sent out another e-mail updating TypePad customers and offering compensation for the service slowdowns. In the e-mail, Berkowitz wrote:

    While we are not done with our work, and there is always the chance of outages on any web service, we believe that the worst performance is behind us, and it is now time to focus on how we can make these problems up to you.

    We are all aware that you pay for TypePad and expect to receive superior service and performance in return. At times last month, we did not provide that type of experience to all our customers and apologies are not good enough.

    Berkowitz went on to explain that TypePad would allow users to choose from four levels of compensation - from none up to 45 free days of TypePad - depending on how drastically they felt the problems had affected their experience.

    TypePad’s handling of this incident is an example of exactly how to handle a problem with the blogosphere - whether your company serves bloggers, makes stuffed animals, or serves lunches to cross-country truckers. They followed our sponsor Marqui’s rules for engaging the blogosphere to a T.

    Like Marqui blogger Janet Johnson said at our last seminar in Seattle - you have to engage detractors head on and drive to closure. In other words, to confront outrage about your organization in the blogosphere, you must figure out how to solve the problem quickly and make that solution very public.

    If TypePad Regugee’s site is any indication, Six Apart’s strategy is working. As of this posting, not one single blogger has expressed interest in the class action.

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    Podcasting: real time revolutionism

    by Steve Broback on November 14, 2005

    Playlists [reports on the packed Podcasting Expo](http://playlistmag.com/news/2005/11/14/podcasting/index.php?lsrc=mwrss) held last weekend. Eric Rice, one of favorite speakers and podcasting rockstar was there and [posted about the](http://blog.ericrice.com/blog/_archives/2005/11/12/1382347.html), “real time revolutionism.” Meaning, no Web 2.0 was mentioned. Eric’s post reminds me of the Talking Heads, [Life During Wartime](http://click.linksynergy.com/fs-bin/stat?id=4c2Gw5onEF8&offerid=78941&type=3&subid=0&tmpid=1826&RD_PARM1=http%253A%252F%252Fphobos.apple.com%252FWebObjects%252FMZStore.woa%252Fwa%252FviewAlbum%253FselectedItemId%253D645687%2526playListId%253D645761%2526s%253D143441%26partnerId%3D30) (iTunes link)

    > This is ain’t no party,
    > This ain’t no disco,
    > This ain’t no fooling around

    Podcasting is growing into serious business. That’s not to say some aren’t fooling around; well, at least having fun. We did this weekend with a new edition of [Pug Blog Pugcast](http://pugblog.com/archives/2005/11/pug_blog_pugcas_4.htm).

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    Ink Cartridges

    by Steve Broback on November 14, 2005

    After another debate about [SEO v Blogs](/2005/11/seo_vs_blogging.htm), I decided to post about Ink Cartridges and see what happens. We don’t sell ink cartridges, but if we did, I’d launch the Ink Cartridges blog and post all about the intricacies of Ink Cartridges, what a marvel of modern technology they are, and how we sell them for less.

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    The Technological Renaissance

    by Teresa Valdez Klein on November 12, 2005

    According to a study by James Flynn professor of Political Studies at the University of Otago in New Zealand, human IQ scores have been rising at a rate of three points per decade.

    In this article by the Principa Cybernetica Project, Francis Heylighen writes:

    Compared to the previous generation, the number of people who score high enough to be classified as “genius” has increased more than 20 times. This means that we should now be witnessing, in Flynn’s own words, “a cultural renaissance too great to be overlooked.” Because he finds this conclusion implausible, he suggests that what has risen is not intelligence itself but some kind of “abstract problem solving ability.” But if we look at the ever accelerating production of scientific discoveries, technological innovations and cultural developments in general, the “cultural renaissance” does not seem such an absurd idea anymore. And whether you call the factor that rises “intelligence” or “abstract problem solving ability”, the conclusion that people have become intellectually more capable remains the same.

    Flynn is right to be cautious in using IQ scores to describe the whole of human intelligence. And Heylighen’s reference to IQ scores as a global reflection of an individual’s intellectual capability is suspect. After all, IQ testing of the kind Flynn refers to has been shown to be a pale reflection of a person’s actual intellectual abilities. Many other models of intelligence, such as the seven intelligences have been shown to offer a more global picture.

    As Flynn concedes, traditional IQ scores reflect an individual’s logical, visual, and spatial reasoning abilities. That these scores have been increasing steadily with the technological complexity of our world is not surprising. Heylighen writes:

    [Modern] society as a whole functions at a higher intellectual level, proposing to the curious child more information, more intellectual challenges, more complex problems, more examples to be followed, and more reasoning methods to be applied. Just using everyday appliances, such as VCRs, microwave ovens, and thermostats, demands a more abstract type of reasoning, of which the older generation is often incapable. The increased complexity of life is likely to stimulate an increased complexity of mind.

    What this Flynn effect demonstrates is that humans are getting very good at a particular kind of thinking. It’s a logical, technical kind of intelligence - the sort that leads people to learn multiple computer languages and solve calculus problems for fun. Because of their everyday experiences with the technological advances of the past, our children are better equipped to develop the technological innovations of the future.

    That sounds like a renaissance to me. Could this whole Web 2.0 bit actually be a part of a larger change in the way human beings relate to one another and the technologies we create? If that’s the case, then blogging is probably part of a growing set of human interrelationships that are supported by our technological advancements - the modern equivalent of the printing press.

    I’m anxious to see where it all will take us.

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    Blogging in 5 years

    by Steve Broback on November 12, 2005

    One of the [Bizniks](http://www.biznik.com/) asked me where blogging would be in 5 years and I paused, thought, “hmm” and said, “way more social.” More social networks will thrive and like home page were in the 90s, blogs will just be part of a business site.

    I asked [Brownrigg](http://www.brownriggproductions.com/) the same question and he said that once RSS got beyond the terrible name, clunky applications, and mainstreamed into what people do on the web, that’ll be the biggest difference. I agreed and saw it yesterday with eBay’s annoucement of [RSS for Stores](http://www.macworld.com/news/2005/11/11/ebay/index.php?lsrc=mwrss).

    Besides news aggregration, I’m using RSS for the weather and expect we’ll see more business to business uses for RSS. Like, when a vendor back orders an item, an RSS alert can announce that it’s in stock, shipped, and tracked.

    It’s always a struggle to explain RSS to crowds, the name and how it works is all mysterious and confusing until I show how it can help someone be more productive and get their job done. I finally told one persistent questioner during my lecture to just blog and let Google take care of the rest — the syndication will magically happen.

    Really, do we need to be explaining RSS, debating what the icons should look like?

    And that’s where it’ll be in 5 years, we won’t be talking about an [XML format](http://en.wikipedia.org/wiki/RSS_(protocol) for web syndication and trying to explain what it is, instead we’ll be talking about how well it works and for whom.

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    In the Wall Street Journal article Nike Relaunches Kobe Bryant After Two Years of Prep Work (subscription required) reporter Stephanie Kang delves into Nike’s attempt to use Bryant as a pitchman.

    What I found particularly interesting about the article are the two sources they used to evaluate how popular Bryant is with the public.

    One is the long time analyst firm Marketing Evaluations, Inc. which for 40 years has measured “familiarity and appeal of performers, characters, sports and sports personalities.”

    The other source is Umbria Inc. who “distills the opinions and perceptions of the online world – from more than 20 million blogs, message boards, opinion sites and other public forums.”

    When the Wall Street Journal uses a blog research firm as a primary source without qualification or explanation (”blogs are short for web logs…”) I think we can say blogs as a marketing resource has gone mainstream.

    Mainstream does not mean widely used of course. Some recent numbers indicate to us that the PR community at large is still far more into avoidance of blogs and bloggers than they are into embracing the platform and the insight it generates. More on that in a later post…

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    More on being a C-Lister

    by Steve Broback on November 10, 2005

    From the diary of a C-lister, posts about list worthiness. I’d [posted previously](http://blogbusinesssummit.com/2005/06/bloggers_are_ho_1.htm) on the [C-lister](http://theclist.blogspot.com/) who still has 0 coments and less than 2 page views a day (from himself checking for comments).

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    Teresa’s Long Flight Blogged

    by Steve Broback on November 10, 2005

    ok, it’s NOT a record-setting flight, but it’s long just the same and our blogger, Teresa, is posting about [her trip to Atlanta](http://inflighthq.com/archives/2005/11/resistance_is_f.htm).

    Next week, I’ll fly to Chicago for the [Copy Goes Here](http://www.coudal.com/copygoeshere.php) release party and blog the whole adventure. [Clip-n-Seal](http://clip-n-seal.com/) helped produce the [short film] and I’ll be at the party to schmooze the Hollywood/Sundance types. Unfortunately, the Clip-n-Seal totally gratuitous product placement scene was cut from the final production, but we’re happy just the same. I hope their snacks were fresh though, fresh food always fuels the creatives.

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    777-200LR Record Long Flight Blogged

    by Steve Broback on November 10, 2005

    Boeing’s record setting 777 flight is being blogged on their [Flight Test Journal](http://www.boeing.com/commercial/777family/200LR/flight_test/), including photos and first-hand accounts of the 22 hour and 42 minute flight. The crew saw two sunrises and sunsets and flew more than 11K nautical miles.

    [Seattlest](http://www.seattlest.com/archives/2005/11/09/talk_about_a_long_flight.php) thought that the flight would make a great reality show. Well, yes, if they have in-flight internet by [Connexion](http://www.connexionbyboeing.com/) and podcasted!

    For complete coverage, see the [Seattle PI's special report](http://seattlepi.nwsource.com/boeing/longestflight/), including the [Buzzworthy Blog](http://blog.seattlepi.nwsource.com/buzz/archives/100486.asp?source=rss).

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    Biznik Happy Hour

    by Steve Broback on November 10, 2005

    On Wednesday, during Happy Hour, I’ll talk about business blogging with the Bizniks, a business networking group “that doesn’t suck.” I met Biznik number one, Dan McComb, at the Business Blogging 101 Seminar while he was experiencing a blog epiphany and he invited me to talk at their meeting this month.

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    Patrolling the Blogosphere

    by Teresa Valdez Klein on November 7, 2005

    One of the many advantages of blogging is that a business blogger can easily find out what competitors and detractors are saying and refute it. And patrolling the blogosphere for those kinds of comments is easy with tools like Technorati and NetNewsWire.

    For example, while hunting through Technorati’s vast tag cloud tonight, I found a post that offered an underhanded, snarky critique of our blogging expertise here at BBS disguised as a compliment. The ridiculous claim was that we don’t know how to permalink over here. To quote my favorite Beverly Hills Princess, Cher “Clueless” Horowitz, “As If!”

    You know your competition is getting nervous when they have to make up stuff about you in order to find anything to criticize.

    But I digress. The appropriate way to refute a post of this nature is to comment on it. Use your comment to set the record straight. Take my response to our critic:

    In the interest of setting the record straight, I would like to point out that we do permalink at Blog Business Summit. Like any good business that knows blogging, we know that permalinking is one of the most important features of a blog because it keeps your content out there in the blogosphere and on the RSS feeds forever. To access the permalink for a post on our site, click on the date the post was created.

    Glad you were so amused by Steve’s post. I found the whole thing laugh-out-loud funny myself. In the end, I had to conclude that the whole article was a publicity stunt by Forbes to get the blogosphere all heated up.

    Then you come back to your blog and explain how and why your competitor or detractor is wrong, just like I have done with this post!

    Next, you critique your detractor by mentioning - for example - that his permalinks don’t even look like permalinks because they’re in the title of the posts. As our own DL Byron says, “That’s usability 101, you don’t make a link not look like a link.”

    Finally, you subscribe to your competitor or detractor’s RSS feed and use NetNewsWire to monitor all their future posting about your company, so that you can always be on top of them.

    Take that, detractor!

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    SEO vs. Blogging: Tangible Proof of Blog Superiority

    by Steve Broback on November 7, 2005

    We’ve asserted for some time that the dollars you could pay a Search Engine Optimization consultant to get your site placed higher in Google searches is better spent on simply hiring a blogger who will write posts relevant to your audience. For our upcoming book about blogging for business, I have been searching for concrete evidence of this assertion.

    I ran across a compelling contest that was held in 2004 that I believe proves our point.

    The “SEO Challenge” was held in May of 2004, and centered around a nonsense phrase (”nigritude ultramarine”) which provided zero results in a Google search prior to the launch of the competition. More than 1,000 contestants then pursued strategies intended to place them at the number one Google position for that phrase. Many “top guns” in the SEO field vied for the top spot, and competitors were allowed to use any technique they wanted to achieve pole position, even techniques considered “underhanded” by Google.

    The winner? It’s a blogger of course. If you search for the two words nigritude and ultramarine, Anil Dash’s post comes up first. How did he do it? He just wrote a post and asked his readers to link to it. Compare that to all the time consuming approaches others used (like fake eBay auctions) and Anil says it best in his winning post: “…it’s a hell of a lot more work to fake your way into being a top result than it is to just have high ranking as a fringe benefit of just being a person who loves writing. That’s a good thing.”

    Anil’s post-contest summary is here.

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    In the article As blogs flourish, media titans scramble for a slice of the pie (subscription required) the WSJ reports on how blogs are shifting the internet news landscape.

    One insight that I find intriguing is how that with so many sources now, Internet news has “become a commodity”. According to the piece, analysis and opinion are now “more important”.

    Some key points raised:
    * AOLs purchase of Weblogs Inc. was potentially valued at 25 times sales, which is double even Google’s own rate of 13 times. Too steep a price?

    * The volume of blog content is roughly doubling every five months, according to Technorati.

    * Blogs like Boing Boing get more hits than USA Today.

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    New York Times Omits Blogs in Article on Economic Impact of Web 2.0

    by Teresa Valdez Klein on November 6, 2005

    The way our economy works now, things come in neat little packages - whether it’s the inventory of a store or the contents of a newspaper. But in the Web 2.0 economy, those little packages will go the way of the dodo.

    Instead, information and products - along with targeted advertising - will be organized by what a consumer is looking for. RSS feeds and search engines are a big part of that change - with Google leading the charge. In fact, as a recent New York Times article reported, Google has businesses from Wal-Mart to The Wall Street Journal working hard to stay ahead of the Web giant’s footprints.

    The article looks at Google’s possible future impact on retail:

    Google has no interest in stocking and selling merchandise. Its potential impact is more subtle, yet still significant. Every store is a collection of goods, some items more profitable than others. But the less-profitable items may bring people into stores where they also buy the high-margin offerings - one shelf, in effect, subsidizes another.

    Search engines, combines with other technologies have the potential to drive comparison shopping down to the shelf-by-shelf level. Cellphone makers, for example, are looking at the concept of a “shopping phone” with a camera that can read product bar codes. The phone could connect to database and search services, and aided by satellite technology, reveal that the flat-screen TV model in front of you is $200 cheaper at a store five miles away.

    On telecommunications:

    [Google] has made a number of moves that grabbed the attention of industry executives. It has been buying fiber-optic cable capacity in the United States and has invested in a company delivering high speed Internet access over power lines. And it is participating in an experiment to provide free wireless Internet access in San Francisco.

    That has led to speculation that the company wants to build a national free GoogleNet, paid for mostly by advertising.

    And on newspapers:

    Google News allows a reader or an advertiser to pick and choose…splitting the articles from the ads. And Google’s ads, tucked to the side of its search engine results are often a more efficient sales generator than print ads.

    ‘Google represents a challenge to newspapers to be sure,’ said Gary B. Pruitt, chief executive of the McClatchy Company, a chain of 12 newspapers including The Star Tribune in Minneapolis and The News & Observer in Raleigh, NC. ‘Google is attacking the advertising base of newspapers.’

    It’s not that businesses are worried Google will put them into Chapter 11. But they do realize that the Web 2.0 economy means change - and they don’t want to get stuck in a “Who Moved My Cheese?” phenomenon that leaves them behind.

    But the Times is almost negligent in its omission of strategic entry into the blogosphere as a way for companies to adapt to Web 2.0. Blogs are as big a potential revolution for business as usual in public relations and marketing as the Google effect is for the traditional business models of companies like Target and Verizon.

    And the comparative Google juice of a blog to a static html page with the same content makes the blogosphere ripe for inclusion in an article about how Google is shaking up the economy.

    They must have just run out of room.

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