Without Secondary Information

 Six years ago an influencer was thought of as having a true voice

An influencer has a different way of thinking, embraces all forms of culture and has an opinion that is very valued, with concepts not yet in the mainstream conciousness.

„Once you get to that kind of level and you’re tapped by corporations, then you sort of loose your ability to actually be in touch with what’s going on, you’re reacting to secondary information.“ – David Gensler

Thanks for the heads up in 2011, Paul Rojanathara and Davis Johnson, who directed and produced the film over at R+I Creative.

Reputation Content

The standard internet model of putting ads next to everything is under pressure, as advertisers are realizing that „everything,“ on the internet, means mostly racist videos….if there’s a backlash against the just-put-it-anywhere ethos of advertising on the internet, that will benefit traditional arbiters of truth and newsworthiness. It’s a nice revenge of traditional journalism against Google.

It’s reassurung to see that advertisers are increasingly selective about where they place their ads – a wink towards programmatic over grazers. The same goes for content. I think we’ll see advertisers choose with sharper eyes who they want to cooperate with. Before that happens they’ll need to figure out who is harmful to their brand, fakes followers or abuses readers trust. A strong brand will eventually end up in the cheap seats if the content is more focused on pr noise than true voice.

via Bloomberg

Screenshots without ads

Update: Here’s another example of a screenshot without ads in form of a news article. Even though the NYT is less instrusive and has a solid base of ad free digital subscribers, why not link to the site?

Annexation of Macrotime


„The path is the goal“ is easier said than done. Being mindful and present is part of that path until one arrives at a destination. The idea of being present is occupied by snaps and apps, where we document our presence all alone even in presence of other people.

When we experience macrotime, the quality of an event is experienced, it’s actualized, yet we are loosing our ability to discover the „event“. The idea is akin to being a tourist rather than a traveller, where we stay in sterile hotels of reclusive relaxation. To engage with local culture means to leave your controlled comfort zone for random discovery, to be curious about other people, to listen and walk down the road not taken.

It seems harder to find that road, too many people document their mundane private moments on social media, giving away their ego for approval along with private data that feeds the stock market. We’re loosing the ability to walk this way and discover the experience of presence in macrotime.

I’ve heard that if you have nothing to hide than what do you have at all? In our streams of digital consciousness, we’re learning how to filter what’s relevant, albeit it’s a whole lotta algorithms that feed us with discovery, only to reflect and repeat same same but not different.

I think we need to annex macrotime, which is even more pertinent in light of your social media accounts being scrutinized when entering other countries.

Bonn thinks big locally

Exporting soft culture in form of news publications ain’t that easy for se Germans. But if you think local, small and in the world’s lingua franca, the Bonner General Anzeiger is hitting a spot. It makes sense to do it in Bonn with it’s numerous international institutions, not to mention the UN.

Local integration works better for newcomers if they can get their local news fix. And since many don’t speak German when they arrive or leave, the audience is definitely there. I’m sure the General Anzeiger in English will find more than 25k impressions a month.

via Meedia

Sure, throw away your ad money

„Ad fraud is estimated to be between 2% and 90%. In other words, no one has a fucking clue. Most knowledgeable people (including the WFA) believe it may easily be 30%. No matter what your „cyber-security team“ tells you, nobody knows how much fraud there is in online advertising. But everyone agrees it’s massive.“

I still don’t understand why clients spend their money with well known tricksters, who care more about cheap automation than human information, oh and kickbacks. Sure, there are efforts to get viewable impressions trackable and credible and Google’s AdSense still makes so much sense, jaa, but too many parts of the interwebs enjoy affinity to money that disappears into cybernirvana or pockets of hot air.

via The Ad Contrarian

 

Adblock arms race

„The fundamental problem with advertising as a business model though, is that customers don’t like it unless it is very unobtrusive, and the industry is largely incapable of self control in that respect (did you know that most people install ad blockers due to worry about use of their data to „personalise“ them). It is a „tragedy of the commons“ problem in that it is always to the advantage of the „ad-overgrazer“, so cheaters prosper – so it’s always just easier to assume the endgame, i.e. they are all acting in bad faith – and block the lot.“

The world of pop-up ads is coming to an end, thanks to ad blocker tools, conscious customers and less intrusive ads. Albeit, subtle ads are not necessarily the more likeable way to communicate commercialism, especially when your friends promote products in their digital channels and you’re not quite sure if it’s an ad or not.

We could do with media education as a required course in schools these days, or we’ll see the beloved ad-overgrazers pop-up in the minds of our future generations without even noticing it.

via broadstuff

Exporting Soft Culture

global-handelsblatt-title
One of the sluggish, paywall pages at Handelsblatt Global Edition.

Germans are great at exporting heavy machinery, yet lackluster at exporting soft culture in form of professional, news media publications in English.

There have been some, partly lovable attempts from German media companies, to establish and attract a global audience in English. So far, only Spiegel International can play with the big boys in term of reach and relevance. Once up and running was Berlin Worldwide in the early 2000s, but Springer pulled the plug after the numbers didn’t add up. Bild, Germany’s biggest tabloid, tried as well and pulled the same plugs after a few years – it can’t even be found in the archives.

berlinworldwide-title
A former title page of Berlin Worldwide in the Waybackmachine.

Then there’s The Local, run by Swedes, doing digital only news with a solid run. Just recently, Handelsblatt launched it’s English edition into a paywall and is gaining some traction. The idea itself is unique, since there isn’t one notable business media staple, Made in Germany, in the world’s lingua franca. Personally, I think it’s a bit too patriotic, which in itself is worth a century of dissertations, what it means to be a patriotic German, or better European. At least it’s possible to do big global business without guilt, by exporting heavy machinery, which includes tanks and guns. Technically the site is pretty sluggish and could see some usability updates.

Then there’s ZEITmagazin’s „Berlin State of Mind“ print only cultural read, which launched in 2013. Funny that a Hamburg-based media company needs Berlin as it’s tag line. I think it’s the most ambitious soft culture zine about and from Germany out there. Glossy, yet with a solid editorial focus on photography and aesthetics. Too bad, you can’t really find it on the Interwebs or order it for English speakers to understand. Last but not least, there’s Deutsche Welle, pretty much a force funded political arm of the German Foreign Ministry, albeit in 30 languages and ad free!

I wonder whether German culture isn’t made for a truly global read. If you look at The Economist, BBC or The Guardian, who’ve had a head start in terms of language competence, as well as some notable Empire experience, the Brits are clearly the true global media players. I think US publications are too America-centric and lack a certain cultural sensibility that drifts away from I’m a fifth Irish or NBA world championship rings.

Maybe a truly European global voice is needed, one that transcends borders, knowing that planet earth is tiny, yet embraces local patriotism with years of experience, unhurried and diverse, with the tightest data privacy, football and olives in the world.