A birthday message for media

Today is my 70th birthday, and while I should be using the occasion to kick back and relax, I’m writing a birthday message to my old media pals.

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The above image is my Google home page for the day. It’s a birthday greeting from Google served only to me and, I suppose, all the other people who have a Google account and were born on this day. The reason this is significant to media companies is it reveals the anachronistic, archaic nature of online mass marketing, which remains the only model that media companies know. They still sell their online “inventory” as if it had value against the purchase of advertising on individual browser screens. It doesn’t. Google not only recognizes my browser as me, but they can follow me virtually anywhere I go on the network. The giant ad exchanges can serve individualized ads to me directly; they don’t need Wanamaker’s “hope” to reach me in a crowd.

The question then becomes, why does an advertiser need your online mass if it can cull out only those it wishes to reach? The advertiser doesn’t, unless you happen to be a part of the ad exchange or network the advertiser is using. Geography is a simple matter when you have access to every browser anywhere. That is what media companies are up against. Media sites, mobile or otherwise, are just dots on somebody else’s detailed map, and it gets worse every single day. The extent to which media companies fight this is truly astonishing, because nothing they can do or offer can slow it down.

Meanwhile, as each day ticks by, another local advertiser wakes up to the realization that this can be done, and the value of your online mass sinks deeper into the abyss. The money drain from your community is far beyond what you realize, and so you’re doubly screwed.

Happy birthday to me.

Why YouTube Red is the future

YouTubeRedsmI’ve been a subscriber of YouTube Red for the last month, and I’m completely sold on its model and its virtues, so much so that I think this is the one everybody in the content distribution world should be copying. Not only does it provide me with the greatest consumer experience possible, but it actually encourages me to spend even more time with YouTube.

No advertisements. Zero. Zip. Nada. That’s the draw, and it’s one in which everybody wins. The only way in for those wishing to do commerce is to participate as content providers. It is the essential distribution point for content marketing, and some of the best content on YouTube is advertiser content such as movie trailers, celebrity interviews, and much, much more.

And I’m personally thrilled that Google is the one to present this, for these guys figured out a long time ago that a clean and simple product such as free search could open vast doors of wealth in ancillary products and services. Good for them.

YouTube Red overcomes the taxonomy challenge of any publisher who wants people to find their content, whether published today or many yesterdays ago. As David Weinberger has taught us, there is no organizational system that humankind can create that will ever surpass the efficiency of search. YouTube is the second largest search engine in the world, second only to Google itself.

It also provides the front end for a micropayment service for artists of every stripe, and this thrills me for the future of the arts. The whole thing is what many of us envisioned long ago when we first attempted to understand the magnificence of the network and connectivity. This will continue to evolve, and Google continues to prove that what used to be impossible is actually very doable today. It is a breathtaking time to be alive.

The model of YouTube Red works in ways that I don’t even know yet, and it stands as one of the most important applications for study since the advent of the Web itself. My ability to create an endless stream of music videos that play in the background while I’m doing my work beats any mp3 system anywhere, because the cost to me is just $10 a month. Hell, my time alone is worth vastly more than $10 a month. TV viewing comes without interruptions, assuming the programs I enjoy are available on YouTube, and you’d be surprised at the volume of entertaining videos that exist in its library. In my view, this is where the future of video distribution will take place.

Facebook wants to take some of this away from Google, of course, but Facebook’s big weakness is that so far the ease of distribution of its videos beyond the walled garden of Facebook isn’t nearly what YouTube offers. This will eventually work against Mr. Zuckerberg and his wishes to take over the world. Don’t get me wrong; I love Facebook, but I also love the open Web and the idea that I can provide “my” videos anywhere I wish to make them available, including (at least for now) Facebook.

I’ve written previously that YouTube has reinvented advertising for videos via the Web with its 4-second pre-rolls, but once you experience the same videos without even those, there’s just no going back.

Color me happy and amazed.