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On Mayer, Yahoo!, and The (Other) Customer

By - July 18, 2012

Mayer at the Web 2 Summit, San Francisco

(image James Duncan Davidson)

I try to let big news percolate for a few days before weighing in, and it seems even more appropriate to follow that playbook when it came to the scrum around Marissa Mayer joining Yahoo.

Yes, I’ve known both Marissa Mayer (and Ross Levinsohn) professionally, for more than a decade, but so do many other folks, and it seems nearly all of them – Steven Levy and Kara Swisher intelligently among them – have weighed in, multiple times, on what this all means. If you want a rundown, just search for “Marissa Mayer” in Google News.

The coverage has taken its usual course from “Holy Shit!” to “What Will Happen to Ross?” to “Wait, Is Mayer Right for the Job” to “Here’s Our Advice/The Things That Need  to Be Fixed/What Mayer’s Focus Should Be” types of pieces.

This won’t really be any of those. Instead, I find myself thinking about the things I’ve not really seen much coverage of, at least in depth. And true to what I’ve spent a fair amount of time thinking about, they all come down to the intersection of media and technology, and the role marketing plays in that landscape.

When I spoke to Mayer after she was named CEO, I asked the question, almost as a joke – “So is Yahoo! a media or a technology company?” She was quick to respond that she just does not get the debate – of course it’s both. What matters, she pressed, is creating great products that surprise and delight Yahoo! customers.

I couldn’t agree more, yet there is an important nuance here – just who *are* Yahoo’s customers?

Let me step back here and posit something that might upset more than a few of you: Yahoo has two sets of customers, and of course the “end user” is one of them. But the other is the marketer.  And media companies – or “tech companies driven by media revenues,” or however else one might want to phrase it – sometimes ignore this fact at their peril.

I’ll let those of you who find such a statement anathema go ahead and click away – here’s a nice unicorn chaser if you’d like – or you can flame me in the comments (I do respond to most, as long as they’re in English and don’t employ more than the occasional insult).

But those of you who’ve continued to read probably know that I believe, deeply, that commercial publishing is a conversation between three key parties: The reader (or viewer), the publisher/content creator, and the marketer. And while it’s generally been true that this conversation has been all kinds of broken during much of the web’s history, the truth is, it needn’t be that way. Six years ago (!) I wrote a series of posts describing the rise of conversational media and imploring that marketers learn to join the conversation. I think it’s fair to say that this is happening, at scale.

Beyond the contributions of pioneers like Federated Media (yes, I had to plug us), the rise of “native” advertising formats is proof of this. Twitter’s promoted suite is one growing example, as is Facebook’s Sponsored Stories (and its attendant focus on getting brands to be true publishers on the Facebook platform). Pinterest, WordPress (in partnership with FM), and Tumblr are hard at work on “native” solutions for their services as well. All of these advertising solutions pale, however, in comparison to the original “native” advertising format of the Web: Google AdWords.

Many have pointed out that Mayer’s principle weakness, when compared to Levinsohn, is her lack of traditional media and marketing chops. I can say from very deep experience that the marketing business is very much a relationship business – CMOs and agency leaders live in a world driven by ideas, creative and content – and they want to know the people who they do business with, and trust them in a way that is difficult to model algorithmically. Mayer’s detractors point out that she’s not spent much time wooing Madison Avenue, or dealing with the inevitable headaches born of the complex, people-driven businesses that are agencies, marketing clients, and content partners.

While there is some truth in this criticism, I think it overlooks a few things. First and foremost, Mayer is a very fast study, and she already knows how important the traditional media business is to Yahoo. Hell, a quick overview of the company’s financials bears this out, as does a visit to any of its properties, which are dominated by advertising. Yahoo may have a lot of technology behind the covers, but its products are nearly all media products – content intended to gather an audience and provide a place for marketers to message to that audience. More than half of Yahoo’s revenues come from “display” advertising, most of the rest comes from search, which is also marketer driven.

Secondly, Mayer will be a big draw of talent, and not just engineering talent. She understands that if she can’t retain Levinsohn and/or his recent CRO Michael Barrett (I certainly hope she can), she’ll need to attract top tier media minds to the business. And I think she’ll succeed at doing just that.

But to me, the thing many are missing is that Mayer will bring her fanatical product focus to more than just Yahoo’s consumer-facing media offerings. She’ll also be staring at the company’s advertising products, and asking this simple question: How can we do better?

To answer that question, Mayer will need to do more than study the data (though of course, that will be important). She’ll need to sit down with a wide swath of Yahoo’s marketing customers and ask them what they want from their investment in her platform. She’ll hear an awful lot of conflicting advice, but it’s in the bricollage from all the feedback that the best ideas come out. Mayer can’t afford to immediately tack away from all those boxes and rectangles cluttering up the Yahoo! experience, nor should she – it turns out that display advertising does indeed work for marketers. But the larger question remains: Can we do better?

The answer lies in executing the subtle and ongoing iterative work of true digital publisher – improving the core product experience both sets of customers – consumers of the media experience, as well as marketers looking to be part of that experience in a more native fashion. And again, from a quick study of Yahoo’s products, there’s plenty of improvements to be made.

An important and related part of the work ahead for Mayer and her team will be deciding what role ad tech and search will play in Yahoo’s future. Despite purchasing Right Media back in 2007, Yahoo has never been seen as a leader in ad tech, and word on the street in the weeks prior to Mayer’s ascension was that Yahoo was about to outsource its ad technology platform to market leader Google. Of course, such a move is fraught with regulatory and business implications. And Mayer may well decide it’s in Yahoo’s best interest to invest in own its own destiny when it comes to the machine-driven world of ad serving and programmatic audience buying. But trust me, what Yahoo does here will be an extremely important directional indicator.

Which brings us to search. It’s been widely reported that Yahoo’s 2009 deal to outsource core search to Microsoft hasn’t worked out as well as either party wished it would. Given how important search is to Yahoo overall, and how deeply knowledgeable Mayer is in this particular field, I’d expect big changes in Yahoo Search. The company recently unveiled a new search product called “Axis,” which seems like a neat idea but feels a bit too complicated for most consumers to really grok. Mayer will likely take Occam’s Razor to search, and I expect the results will be quite positive.

But it’s the other side of Yahoo’s revenue equation – the branded display market – where Mayer will face her greatest challenges, and find her biggest opportunities. Yahoo isn’t a startup like Pinterest, Tumblr,  or even Twitter, where founders can leverage massive user growth to raise enough capital to “figure out how best to implement appropriate native marketing solutions.” Yahoo is nearly 20 years old, and it’s got a very deep, tangled, and somewhat tarnished brand in the minds of its best advertising customers. It’s true that creating world-beating consumer-facing products will go a long way toward fixing that brand. But those products must be informed by – and even created for – both sets of customers – the consumers of content, as well as those who pay for them to be created in the first place.

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The Nexus 7 and The Cloud Commit Conundrum: Google Wins (For Now)

By - July 13, 2012

Google was kind enough to send me a Nexus 7 tablet to play with last month, and over the past week or so I’ve had the chance to actually put it to use. Even though I own an iPad, I have serious reservations about the constraints of Apple’s iOS ecosystem (more on that below), so I was eager to see how Google’s alternative performed.

Now, before I get into details, I want to state what I think really matters here: The Nexus device – and others like it – represent a play for something extremely valuable: a hard-wired digital portal to our hearts, minds, and wallets. As I’ve written elsewhere, there are five major companies deeply engaged in this play – Amazon, Google, Facebook, Microsoft, and Apple. All of these companies want us to commit to their services as the basis of our digital lives – how we consume media and entertainment, how we manage our work and personal lives, where we store our most important information (including our money), and of course, how we declare who we are and what we believe (our identity). The more these companies can get us to upload our music, videos, photos, identities, purchases, browsing behaviors, etc. etc. etc. into their nebulae, the more they’ve locked us into a lifetime relationship of revenue and profit.

Put in that frame, your choice of tablet or phone is about much more than feeds and speeds or features and prices (for all that, see this Engadget review). It becomes a choice about what kind of a company you want as a partner in your digital life. Will the company let you export your data easily to other services? Will it be transparent about how your data is used? Will it have the guts to stand up to bad actors, whether they be governments or other corporations? Will the company create dashboards where you can see, edit, delete, and contest how your data is displayed?

In short, will the company be a good partner in your digital life? If you’re going to upload your digital doppelganger into this company’s servers, can you trust it? I call this choice the “Cloud Commit Conundrum,” and I’ll be writing about it more in the coming months.

For now, I’ll just say this: while Google is far from perfect on any number of fronts, it comes far closer than any other in embracing a philosophy that I feel I can trust when it comes to the cloud commitment conundrum. To wit: The Google Transparency Report. Further: The Data Liberation Front. And further, the open (and yes, messy) nature of Android. Lastly, I believe Google’s founding DNA is as a product of the open web, and its founders have a deep commitment to that idea, even as we enter a rather cloudy era of closed, non-generative systems and walled gardens.

But up till now, Google hadn’t really “wowed” me with a product that I felt I could really get behind.

No more. I’m not a hardcore tablet user, but I might become one thanks to this device. I found the iPad to be too large and heavy to use comfortably in casual situations (like reading in bed, for example), and too limited to use as a replacement for my laptop. By comparison, the Nexus 7 is just the right size for use anywhere – it’s very similar in size to my daughter’s Kindle Fire, but lighter.

But what I like about the Nexus is how good it is for all those lightweight web-connected tasks I want to execute on the run. I find web browsing, checking multiple email accounts, and Google mapping rather tiresome on an iPhone – the iPhone’s native interface, for all its supposed perfection, has all kinds of wrong baked in – and the screen is just far too small. The Nexus 7 is about the same size as a Moleskin notebook, and  it just *feels* like the right form factor for doing all those things you want to do on a smart phone, but can’t quite do in the right way.  It’s not too big, and not too small – just right.

It’s also very responsive, and has plentiful access to apps and content (Google is a bit aggressive in how it promotes its Play store – but it’s very easy to remove the Play clutter and customize your own experience). So far, it doesn’t have cellular service, but I expect that will come soon. The wifi works great, and I barely missed a beat this week in New York – seems there was open wifi just about anywhere I went.

I think Google has a winner on its hands here – and the $200 price point makes the Nexus a clear competitor to not only Amazon’s more limited $200 Fire, but to the more expensive and clunkier iPad.

I’m going to go out on a limb here and predict Apple will ship a 7-inch version of its iPad soon, at a similar price point. If it does, I’m sure it’ll be a strong competitor to the Nexus 7. But for me, the tiebreaker comes down to the cloud commit conundrum. And the winner there, so far anyway, is clearly Google.

Anyone in the market for a slightly used iPad 2?

(cloud image via Shutterstock)

Will Our Industry Ever Innovate Like Morse? Probably Not.

By - July 10, 2012

Last month I finished a compelling biography of Samuel Morse: Lightning Man: The Accursed Life Of Samuel F.B. Morse, by Pulitzer-prize winning author Kenneth Silverman. If you’re a fan of great biographies, or just want to learn more about the history of both our industry and of the United States during a seminal and innovative period, I certainly recommend this book.

If you had no idea that Morse was an acclaimed painter – possibly one of the top US artists of his era – well you’re in good company. I had no idea either. Born just a few years after the Constitutional convention, Morse grew up as one of the first native expressions of the new country that was America. A gifted painter, Morse never quite found his voice – his failure to create a masterpiece, in fact, drove his obsession with making his name as an inventor.

It was on a return trip from Europe in 1832, where he was studying art in Italy, that Morse came upon the idea for the telegraph. He was hardly alone, but his version of the idea turned out to be the most efficient and useful of many devised during the mid 1800s. Morse doggedly pursued his invention, convinced it was world changing. He was right, of course – but what I found most extraordinary about his story was how long Morse fought to get anyone to pay attention to his work, and, once proven, how hard he had to fight to keep claim to what was rightfully his.

Morse worked on perfecting his telegraph for nearly 15 years, and once he finally managed to demonstrate its efficacy, he endured several decades of lawsuits, public defamation, and endless commercial battles to maintain both his place in history as well as some claim to the fortunes created by his invention. In short, Morse’s life was pretty damn hellish for someone who laid the foundation for all that came after – including the modern Internet.

I can only imagine what Morse might think of the mayfly-like successes of “inventions” like Instagram, or Pinterest, or even Facebook and Google, compared with the ridicule, infamy, and commercial skullduggery he had to endure to finally see his contributions recognized, late in his life, after nearly four decades of struggle.

And it makes me wonder if our industry, for all its innovation, will ever be capable of the kind of breakthroughs that Morse represents – the man was past 50 years old when he first demonstrated his invention, and just past 80 when the world finally celebrated him as the “Father of the Telegraph.”  Imagine that – someone in the Internet industry, today, a founder with his or her first product who works on a prototype for 15 years, then introduces it at age 50?!

Of course, times are quite different today, and far faster to boot. Morse lived in a time when most of Europe was regularly at war with itself, when Britain invaded the United States, and he lived to watch the horrors of the Civil War unfold. His life spanned from America’s early, agrarian beginnings to the full bloom of the industrial age. And his invention had much to do with that shift: the telegraph shrank time and space to nearly nothing – allowing, for the first time, information to be communicated “as if by lightning.” Combined with the other great innovation of the day – the railroad – the telegraph allowed America to conquer its vast space and resources, and rise to become the most important power in the world.

When I think of the work Morse did, and the time it took him to do it, only a few people – and the companies they built – come to mind. One is Google, and the tinkering and invention Larry Page and Sergey Brin are encouraging through Google X. Another is Microsoft, which continues to drive innovation outside of its core revenue base through Microsoft Research. And another is IBM. But as much as I’d like to think that a lone inventor, obsessed to the point of near bankruptcy, might one day invent something that will forever change our world, I’m not sure that’s even possible anymore. It feels like an era that’s well over. Perhaps I’m wrong, but ….

I’ll get more into the impact of the telegraph in a review of The Victorian Internet: The Remarkable Story of the Telegraph and the Nineteenth Century’s On-line Pioneers, by Tom Standage (a must read for anyone in our industry, I’d wager). I finished that book a few weeks ago – and yes, I’m very far behind in my reviews here. Forgive me, I’ve been a bit distracted with family and work!

Other works I’ve reviewed:

Code: And Other Laws of Cyberspace, Version 2.0 by Larry Lessig (review)

You Are Not a Gadget: A Manifesto (Vintage) by Jaron Lanier (review)

WikiLeaks and the Age of Transparency by Micah Sifry (review)

Republic, Lost: How Money Corrupts Congress–and a Plan to Stop It by Larry Lessig (review)

Where Good Ideas Come From: A Natural History of Innovation by Steven Johnson (my review)

The Singularity Is Near: When Humans Transcend Biology by Ray Kurzweil (my review)

The Corporation (film – my review).

What Technology Wants by Kevin Kelly (my review)

Alone Together: Why We Expect More from Technology and Less from Each Other by Sherry Turkle (my review)

The Information: A History, a Theory, a Flood by James Gleick (my review)

In The Plex: How Google Thinks, Works, and Shapes Our Lives by Steven Levy (my review)

The Future of the Internet–And How to Stop It by Jonathan Zittrain (my review)

The Next 100 Years: A Forecast for the 21st Century by George Friedman (my review)

Physics of the Future: How Science Will Shape Human Destiny and Our Daily Lives by the Year 2100 by Michio Kaku (my review)

Year Zero: This Is What the Beach Was Made For

By -

It’s summertime, and if you’re not already lying on a beach somewhere, I’ve got a good reason for you to go: My friend Rob Reid’s new novel is out today, and it’s absolutely tailor made for beach reading. It’s called Year Zero, and it’s a hilarious send up of the music industry, mixed, naturally, with a ripping yarn about aliens, romance, and intergalatic politics.

Rob let me read an early-ish draft of the book, and I loved it. It’s his first novel, years in the making, and it’s a masterstroke.

Given all the headlines just this week about the music industry’s endless self-inflicted woes, Rob’s timing couldn’t be better. Here are just two, ripped from my favorite aggregator Media ReDEFined just this week:

How Big Music Threatened Startups and Killed Innovation

Are There Too Many Music Streaming Services?

Not to mention, of course, the ongoing Kim Dotcom/Pirate Bay drama.

You guys know I don’t often recommend fiction – but despite the fact that Rob and I are drinking buddies, I must say, this is one book I can tell you to go buy, now!

Below is the Year Zero “trailer,” an idea I plan to steal for my book when it comes out next year!


Halfway Through The Year: How’re The Predictions Doing?

By - July 02, 2012

It’s time to review how my Predictions 2012 are faring, now that half the year has slipped by (that was fast, no?).

One thing that stands out is the timing wrt Twitter – my first two predictions were about the company, and now that I think about it, given the news just this week (and the attendant debate), I should have realized how the two could be in direct conflict with each other. It all makes for some interesting chin stroking, which I’m busy doing while on vacation – fishing the Rio Blanco up above Meeker in Colorado. Yes, you may now give me shit for writing that.

But to the review: I’ll take them one at a time:

Predictions 2012: #1 – On Twitter and Media

Twitter will become a force as a media company, not just a platform for others’ media.

Well, we’re only six months in, but I’d say this is happening, full force. From expanded tweets to hosting photos and videos to creating brand pages to major deals with entertainment companies, Twitter is certainly becoming a major media company. I predicted it will improve its Discover feature (it continues to – this is and has been critical to its success with Promoted Tweets, esp. in mobile), and that it’d roll out something like Flipboard. That hasn’t happened yet, but I’d wager it’s coming….

Predictions 2012: #2 – Twitter As Free Radical, Swiss Bank, Arms Merchant…And Google Five Years Ago

Every major player on the Internet will have to do a deal with Twitter, and Twitter will emerge as a Swiss like, open, neutral player in the battle for the consumer web.

Hmmm. I am not sure if this is happening quite as I might have predicted. Just this past week, Twitter cut LinkedIn off, but that doesn’t mean a new deal isn’t in the works, or that the way the old deal was going made anyone at either company – or their customers – happy. On other fronts, Twitter is flowing through search results at Bing, but no renewed deal with Google yet. Twitter is on stronger footing with Facebook than it was before – with a reciprocal deal finally in place. But its moves in media might mean it begins to act in a protective, domain-specific way over the next six months. I hope not. In other news, this move – the Twitter Transparency Report – is sure welcome news. I wrote about this just a few weeks ago….and suggested Twitter might be next. See: Google’s Transparency Report: A Good And Troubling Thing

Predictions 2012 #3: The Facebook Ad Network

Facebook will launch a web-wide competitor to AdSense.

Well, it’s certainly looking like this is coming true. Not only has Facebook begun the process by allowing its ads to be shown on Zynga.com, it also has offered its own inventory up for third-party exchanges. Both moves augur a next step: a web-wide competitor to AdSense. I’m still a bit nervous this won’t happen this year, but I’d wager it’s going to come at some point soon.

Predictions 2012 #4: Google’s Challenging Year

Despite doing well overall, Google will fumble one big play this year. 

Well, early in the year, the Search Plus Your World fracas seemed quite a fumble, but that tempest has cooled, at least for now. However, the company is the target of several government probes, and it remains to be seen how its perceived early missteps might play out.

Predictions 2012 #5: A Big Year for M&A

2012 may well be the biggest year of all for Internet M&A.

OK, I mentioned Instagram as a probable candidate, but it’s not like that wasn’t pretty damn obvious if you were paying attention. I don’t have all the numbers in, but man, it’s been a huge year so far for M&A in our space. We’ll see by the end of the year if it’s a record.

Predictions 2012 #6: “The Corporation” Becomes A Central Societal Question Mark

We’ll all start to question what role the corporation plays in our society and culture.

This one is fuzzy to begin with – it’s hard to prove such a zeitgeisty prediction. A challenge to Citizens v. United failed to get the court’s attention, had it been reviewed, we’d certainly be talking about this issue a lot more. I’d wager I might be a bit early on this one.

Predictions 2012 #7: Shooting From The Hip

In which I cover ten or so other rapid fire predictions. In turn:

- Obama will win the 2012 election, thanks in part to the tech community rallying behind him due to issues like SOPA, visas, and free speech.

Can’t call this one yet!

- Both Apple and Amazon will make billion-dollar acquisitions. More interestingly, so will Facebook.

One down, two to go….

- Android will be brought to heel by Google, eliciting both massive complaints and cheers, depending on where you sit.

 Seems to be happening, from accounts I’ve read.

 – Microsoft Windows Phone will become the Bing of mobile (IE, move into double digit market share).

 The phone is clearly a win for Microsoft so far, we’ll have to wait for version 8 to see if it maintains double digit share.

 – Microsoft Xbox will integrate meaningfully with the web (Kinect is key), and start to compete in social across the digital spectrum

This is happening in some ways (an ecosystem is developing) but I’m not sure yet about social…

- IBM will emerge as a key player in the consumer Internet.

 Not yet. But it is an emerging player in marketing IT, which drives much of the consumer Internet.

 – China will be caught spying on US corporations, especially tech and commodity companies. Somewhat oddly, no one will (seem to) care.

It’s happening, but we haven’t yet had the spectacular news (like the Google hack last year) that folks can then ignore.

- A heads up display for the web will launch that actually is worth using, but most likely in limited use cases.

Thanks, Google Glass!

All in all, not so bad for six months in. There’s still a lot of time to either prove me a fool, or of Nostradamus’ lineage.

Related:

Predictions 2011

2011: How I Did

Predictions 2010

2010: How I Did

2009 Predictions

2009 How I Did

2008 Predictions

2008 How I Did

2007 Predictions

2007 How I Did

2006 Predictions

2006 How I Did

2005 Predictions

2005 How I Did

2004 Predictions

2004 How I Did

 

 

 

 

Google’s “Mute” Button: Why Didn’t I Think Of That? Oh, Wait…

By - June 30, 2012

One of my pet peeves about our industry is how slowly we change – I understand it takes a long time to gather consensus (it took three years to get AdChoices rolled out, for example) – but man, why don’t the big players, like Google, innovate a bit more when it comes to display advertising?

Well, yesterday Google did just that, announcing a “mute this ad” feature that it will roll out across its network over the next few months. The feature does what you might expect it to do – it stops a particular ad from “following” you around the web. It will look like this:

 

As you can see, the “mute this ad” is right next to the AdChoice icon, adding a bit more clutter to the creative, but also, more control for consumers, in particular those who find the practice of “retargeting” irritating.

All I can say is, it’s about time. Back in August of 2010, I wrote about my own experience: On Retargeting: Fix The Conversation. In the post, I suggested:

…as I’ve said a million times, marketing is a conversation. And retargeted ads are part of that conversation. I’d like to suggest that retargeted ads acknowledge, with a simple graphic in a consistent place, that they are in fact a retargeted ad, and offer the consumer a chance to tell the advertiser “Thanks, but for now I’m not interested.” Then the ad goes away, and a new one would show up.

Well, it looks like Google has gotten with the program. Of course, Facebook already has that “X” on all of its display ads, but so far, retargeting hasn’t come to Facebook – yet. Watch that space, because I gotta believe it will soon.

How Not To Post A Comment

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Recently my site has been hit with a ton of “manual spam” – folks who are paid to post short comments in the hope they’ll appear and drive pagerank back to various sites (or perhaps just increase their or their clients’ visibility.) It’s not hard to kill these comments, though it’s a bit of an irritant when they pile up. I don’t really mind, because their full-blown amateur-hour earnestness is pretty entertaining. Besides leaving chuckleworthy comments like “Facebook now 100 billion company there big really now”, the spammers also leave behind their user handles, which are simply priceless. Enjoy:


It’s Hard to Lay Fallow

By - June 27, 2012

I’ll admit it, I’m one of those people who has a Google News alert set for my own name. Back in the day, it meant a lot more than it does now – the search results used to pick up blog mentions as well as “regular” news mentions, and before FacebookLand took over our world (and eschewed Google’s), a news alert was a pretty reliable way to find out what folks might be saying about you or your writing on any given day.

Like most folks who maintain a reasonably public conversation, I now watch Twitter’s @replies far more than I do Google news alerts. Of course, Twitter doesn’t catch everything, so I never unsubscribed from my Google News alert.

Yesterday, one came over the transom, and it kind of crushed me.  “The End of the Tech Conference?” it asked. The opening line was included in the snippet: “The heartbreak was palpable when John Battelle announced via blog post back in April that the Web 2.0 Summit would not be held for the first time since its debut in 2004.”

The funny thing is, while I think the writer intended to describe the Web 2 community’s “heartbreak” – certainly an arguable supposition given how overwhelmed our industry is with conferences – what she may not have realized is how close to home the line hit for me. When I read it, I felt my own loss – it’s difficult to stop doing something you’ve done well and for a long time. In my case, I’ve hosted a gathering of Internet industry leaders nearly every year since 1998 (before Web 2, there was The Industry Standard’s “Internet Summit”). That’s a decade and a half. Not doing it is far harder than I thought.

I took the decision to step away from the Web 2 Summit as inevitable for two main reasons. First, I needed to work on the book, and there didn’t seem to be room for such an ambitious project if I kept my two other day jobs (Web 2 and Federated Media Publishing). Web 2 takes an extraordinary amount of time to do – with nearly 70 speakers and three days of programming, my life very quickly becomes overwhelmed with research, production calls, and pre-interviews, not to mention all the sales, operations, and marketing work.

Second, I had been doing Web 2 for a long time, and I wanted to step away and look at it with fresh eyes – let it lay fallow, so to speak. Stop tilling and seeding the same soil, let it repair, in the most catholic interpretation of the word (“repair” derives from the Latin “to go home”). And it’s this part that’s been really hard. It’s a natural cycle of grief, in a way – I’m probably deep in the trough of sorrow right now – but I do kind of miss the work.

In other words, it’s hard to lay fallow.

But the beauty of a fallow field is what’s going on underneath. If you trust yourself enough, you’ll realize all kinds of seeds are competing to push through and gather the resources of your attention. I’m learning that it takes a lot of will power to let that process run its course. I find myself “watering” all sorts of potential new growth ideas. I’m not sure which will take root, which are weeds, and which might yield the wrong crop, so to speak. And that’s scary.

But it’s also good. If you’re not a little scared, you’re not really paying attention, are you?

Meanwhile, I can report that I *will* be involved in a new kind of gathering this Fall, one that I can’t yet announce, because it involves many other wonderful partners. It’s not a typical tech conference, and it’s certainly not on par with Web 2 in terms of commitment or time – either from me or the attendees. But it’s a seed, one I’m happy to be cultivating. Stay tuned for more on that soon.

Meanwhile, back to the fallows…

(image: Shutterstock)

When You’re Stuck, Go Out And Talk To People

By - June 22, 2012

Yay! It's a nameless hotel ballroom! But the people who fill it are what matter...

I had one of those kind of days yesterday that reaffirm my belief in our industry, in its people, and in the work I do.

It’s not easy to sit here and write, much less write a book, and I’ll admit lately my faith (and my productivity) has flagged – there’s so much work left to do, so little time in which to do it, and so many other things – Federated Media, conferences, board positions, family, new business ideas – competing for my attention.

Fortunately I had reserved yesterday for a Valley reporting day. I managed to drag myself out of my recently-unproductive writer’s lair and into the bright sunlight of Sand Hill Road, Sunnyvale, and Palo Alto. I was fortunate to meet with some of the smartest folks in the business, and as I did, I relaized how easy it is to shake yourself out of a funk: Just get the hell out of your routine, pick up the phone, make a few appointments, and go talk to some interesting folks.

I’ll give you another example. Last week I went to Chicago for a joint board meeting between the IAB (where I am a board member), the Association of National Advertisers, and the 4As (that stands for the American Association of Advertising Agencies). I’ll admit I really didn’t want to go. I have come to hate business travel because it interrupts the flow of creation – I find it nearly impossible to write anything if I have to take the majority of the week to drive to the airport, get frisked, eat crap food on an airplane, then spend a couple of days in an airless, soul-sucking ballroom that practically drips with the steamed ghosts of ten thousand badly cooked chickens. Lather, rinse and repeat for the trip back. Ugh.

Only…once I settled into the meeting, I learned more in two days than I ever could from two weeks sitting in front of this screen. I got far smarter on the issues of marketing measurement, self regulation, and Do Not Track. I serendipitously managed to do some due diligence on a business I’ve been looking into. I gathered some critical intel on another deal I’ve been working, met a handful of senior people in the marketing industry I’ve been meaning to get to know, had lunch with an old colleague with whom I’d have otherwise never connected, and even managed to take a long run in the woods of Northbrook, Illinois, during which I happened upon a family of raccoons happily climbing a tree.

I left both excursions feeling like I had far more to say than when I began. And that’s my point. When you’re stuck, get out and talk to people. It always works for me.

Four Letter Words

By - June 19, 2012

If you’ve been following this site for a while, you’ll remember my experiment earlier this year with posting pictures of wine, bike rides, and other “life” things. Many of you liked those posts, others, not so much. (Here’s one example.) My reason for posting these photos was pretty simple – I prefer to have my content emanate from my own site, rather than be bound to Facebook, Pinterest, Instagram or some other third-party walled garden. If I could figure out a way to post stuff to my own site, then I’d share it out to those services, but keep the content firmly planted in what I call “The Independent Web.”

But I knew not all of you wanted to hear about my rides or consumption of wine, so I created feeds that filtered out the non-work related stuff. Alas, that wasn’t enough. I heard from a lot of you that you didn’t like my site clogged up with the pictures, and I don’t blame you. Having a website should mean having flexibility, so I’ve created a section of the site, which I’m calling “Four Letter Words,” for posting personal stuff. You can find it here.

The main RSS feed for Searchblog will include only posts that are *not* tagged with “Four Letter Words,” and the main site will only display my typical industry-related stuff. But if you want to check out the other side of my life – one of my favorite four letter words, along with life, wife, kids, bike, and wine –  check it out. And thanks for coming. Means the world to me.