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319 scott karp presentation
- 1. The Future of Scholarly Publishing Scott Karp Scott Karp Editor & Publisher CEO, Co-Founder PUBLISHING 2.0 www.publishing2.com www.publish2.com scott.karp@publishing2.com scott.karp@publish2.com
- 2. Accidental Book Publisher? Trade Publisher
- 3. A New Basis for Authority
- 4. What is a blog? A web-native content management system
- 5. Why Blogging Software Is Web-Native Blog CMS Features Why It’s Web-Native Reverse chronological Easily see what’s new order RSS feed Easily see what’s new Comments Unlimited space for letters to the editor Tags Everything is miscellaneous Permalinks So links don’t die Archives The best content has a long shelf life
- 6. The Web Is All About Links
- 7. What Is The Future Of Publishing? Nobody knows for sure and it’s changing Uncertainty faster everyday and we’re making it up as we go along Opportunity
- 8. Pediatricians At Their Wit’s End
- 9. Pinned to the Bulletin Board
- 10. Something Is Wrong On The Internet
- 11. Where Are People Getting All This Information?
- 12. Government Admits Vaccines Cause Autism!
- 13. Who Are Parents Listening To, If Not Doctors?
- 14. Who Has The Authority?
- 15. What’s This All About?
- 16. Where’s the AAP?
- 17. Which Result Would You Click?
- 18. Google PageRank Is A Peer Review Algorithm
- 19. If Patients Are Going To Read Something...
- 20. Some Other Authoritative Sources
- 21. Anybody Can Publish Anything
- 23. Filtering ALL the News
- 24. Reversal Of Advertising Revenue Fortunes IDG Publication Revenue IDG Publication Revenue 2002 2008
- 25. The Most Successful Web Publisher
- 26. The Gold Standard of Online Advertising
- 27. Medium vs. Message Dear Advertiser, Based on our evaluation, including feedback from our audience, we regret to inform you that your ads suck. To improve the performance of your campaign, and to stop annoying our audience, please take immediate steps to improve the quality of your campaign creative. Sincerely, Your faithful publisher P.S. Fed up with your agency? We’d be happy to help.
- 28. Can Publishers Give Advertisers An Incentive To Make Better ADs? Over time, the company also looked beyond click-through rates to rank ads. Google now takes into account the “landing page” that the ad links to, and, for example, gives low grades to pages whose sole purpose is to show more ads. Soon, the loading speed of a landing page will also be considered, Mr. Fox said. These factors contribute to an ad’s “quality score.” The higher that score, the less the advertiser has to bid to secure top billing. For example, an advertiser who offers to pay $1 per click to attract those searching for “vacation rentals in Colorado” may receive more prominent placement than another who bids $1.50 for the same query but has a lower quality score. An advertiser with a very low quality score may have to bid so much for placement as to make it uneconomical. Quality scores work as an incentive to advertisers to improve their ads, which benefits users and, in turn, benefits Google , Mr. Fox said. Source: The Human Hand Behind Google’s Money Machine
- 29. Advertising = Information “Advertising will get more and more targeted until it disappears, because perfectly targeted advertising is just information.” - Dave Winer, Scripting.com
- 30. Are You In The Content Business? Or are you in the science business?
- 31. Thanks for listening. Scott Karp Scott Karp Editor & Publisher CEO PUBLISHING 2.0 www.publishing2.com www.publish2.com scott.karp@publishing2.com scott.karp@publish2.com