Author: zsolt@blogads.net

Blogads lives. You can see examples at Techblog and SciFan. The ads are searchable at Blogads.com and we chronicle the growth of the idea at Blogads.org. God bless us, every one. Don’t forget to order from the Blogads classifieds!

I second (or 541st) Jeff Jarvis’ motion: bloggers need a foundation.

But I think the foundation we need isn’t a silk or steel umbrella propped up by George Soros, Andy Grove or the Ford Foundation.

The foundation bloggers need is this: decent health insurance, life insurance, dental insurance and libel insurance. Without these, no journalist or programmer is going quit his or her day job and blog full-time. We’ll have to rely on the likes of Slate to underwrite our adventures.

But Slate and the rest of incumbent media can only employ so many journalists or bloggers. This is not because there isn’t a hunger for news. The Internet has proven that the more news you print the more people will read it. The demand for information is nearly infinite relative to today’s supply.

No, the shortage of good paying writing jobs comes because 85% of the budget of a media organization goes to paying for “overhead,” the suits, the ad execs, the helpful distribution unions, the wood pulpers, and the pencil pushers.

Boot these folks out and the number of paid journalists would jump 6-fold.

Newsweek is right that blogs “pose no threat to the established order,” but this is because the established order is its own worst enemy. The established order is going to kill itself — who were Vivendi, AOL Time Warner, and EMAP anyway? — while the bloggers quietly build a new network, far bigger and more powerful.

So, yes, what we need is a foundation of services to help make that happen, to drag mavericks like Matt Welch out of the moonlight and into the warm corporate armor — without the attendant overhead.

I’m suspicious of foundations and grants, which quickly attracts a trawler’s slipstream worth of gulls. This can only be avoided by scrupulous anonymity masking the committee that decides the MacArthur genius grants.

Blogs are not a charity, and they are not, as economists like to say, “public goods.”

Bloggers are idea entrepreneurs, living within a clickocracy, risking their time and passion on speculation and spectatorship. They are intensely private endeavors, which sometimes weave together into and voluntary associations.

We need more local blogs, more niche blogs. God help the publisher of the local rag when a committed columnist starts blogging regularly and mentioning the names of 10 local citizens in each column. Its not the New York Times about the readership of the New York Times. I think it is more interesting to ask, when will a blogger surpass the readership of my home-town paper. How much committed online work would it take?

What we need is advertising, exactly what funds traditional newspapers. Banners are balloons full of hot air, hardly worth clicking.

In coming days Pressflex will softly launch a service to help commercialize blogs. We’ll be aiming squarely at the service that fuels most local publishing profits — classifieds. Some publishers may get it and climb abord this effort to democratize advertising. But I doubt it.

In recent weeks I’ve been meeting with bloggers ranging from Los Angeles, Bordeaux, New York, Paris, London and Budapest getting input into a service which will help.

Will commercialization ruin the blogs? Gee, don’t accept advertising if you are afraid you’re boxing mitts will get dirty. It will be good for blogs to have a chinese wall, which clearly identifies what is what’s a promotion for and what’s pure analysis. It will be good for blog readers to have a chance to buy goods from companies or individuals that appreciate blogs. And it will be good for the incumbent media’s monopoly on advertising to be busted wide open.

In the early days, our service will likely not hit the mainstream because it is too geographically dispersed. Bloggers reading Matt Welch may love his blog but won’t want to advertise his house or car for sale there. But she may want to look for legal advice, or sell a book, or announce an E-bay auction of Weezer tickets. And Matt may want to promote his favorite restaurant, or book, or resort.

One blog avatar, Dave Winer (who probably would be saying this even if he didn’t run a company that sold blogging software), has formally wagered that by 2007, more readers will get news from blogs than from The New York Times.

Hell, blogs already provide more news than the New York Times — just add up the numbers from Drudge, XX and you’ll see blogs are already doing more page impressions monthly. That’s quantity. Let’s talk quality: anyone who blogs knows that blogs are already winning, just the metrics and words don’t yet exist for people to define what’s going on. But anyone who’s doing it knows.

The average publisher with 10 readers has just that — 10 readers. The average blog with 10 readers actually has 55 relationships, thanks to Metcalf’s law. The interactions aren’t with a namless piece of data, but with another human being. The relationship is much more compelling.

The arguments supporting the bet between Winer (“people writing for the public for the love of writing, without any expectation of financial compensation” and Niesenhotlz (the Times can provide “unbiased, accurate, and coherent”… “far more consistently than private parties can”) set up a false dichtomy between the professional and ameteur writers.

The New York Times (and the thousands of other pubs with less savvy than Nisenholtz) will get its bottom busted by a bunch of professionals who just happen to work from home without the amazing institutional infrastructure that takes nicks out of Nisenholtz’s salary.

Yes, Dave is right that there are going to be millions of amateurs and that much of what they write will be more compelling and useful than what is created by professionals. But there will also be 100s of thousands of idea entrepreneurs, carving out local, ideological or conceptual niches and mining the audience. What is gone will be the giant infrastructure around X.

http://www.longbets.org/bet/2

We’ve got % beta testers lined up for blogads and could use a couple of more passionate early adopters to help us better understand what direction we need to push this thing. Anyone who is particularly passionate about this idea is welcome to write me at henry@pressflex.com.

I’ve got a $1000 bet that Blogads classifieds will be seen by more readers than those shown by NYTimes on May 25, 2012 or that NYTimes will be using Blogads or that NYTimes.com will no longer exist.) Jim?

http://www.longbets.org/bet/2

April 25, 2002 “What do weddings, the Super Bowl, presidential inaugurations, graduation ceremonies and political rallies… have in common?” asks Virginia Postrel in today’s New York Times.

These events help solve what game theorists call the “coordination problem” that results when players do not share a common understanding of a situation, or, if they do know the same things, don’t realize that they share this understanding.

Thus the importance of the events highlighted by Postrel: each allows you to make sure that “other people know what you know and that you know that they know that you know.” The events establish a common knowledge that serves as a bedrock for future interactions. In other words, these events put everyone on the same page.

Economist Michael Suk-Young Chwe has stressed the role of public rituals in economic behavior, notes Postrel. Chwe’s theory helps explain the premium value of advertising at “common knowledge events.” Products or services like computer programs or stylish tennis shoes, whose success depends on widespread simultaneous adoption by a self-concious community, do well to advertise at the Super Bowl, while privately consumed goods (like batteries or pizzas) don’t. Postrel continues:

Conversely, advertising to large markets where audience members are unaware of each other isn’t as valuable. The lack of common knowledge may explain, for instance, why a high-traffic Web site like Yahoo still has trouble getting the sort of ad dollars a TV show with the same audience would draw. Because Yahoo users are unaware of each other and may in fact be looking at different parts of the site, Yahoo doesn’t generate common knowledge.

A community of bloggers seems a perfect “common knowledge event.” Smaller than the Super Bowl but bigger than a wedding party, bloggers refract information through a transparent public space, and each participating blogger is aware of what her peers know. I hope Postrel, an accomplished blogger, takes a stab at connecting these dots, at least on her own blog.

***

Doctor Weevil recently floated a meme — what’s the best analogy for the relationship between blogger & journalist? (Via John Hiler.) Weevil offered tick/sheep, remora/shark, gadfly/horse (a nod to Socrates), and toothcleaning bird/crocodile.

In the comments section, other bloggers suggested pairs like darts/boards, referrers/webpages and jesters/kings. I particularly liked Ed Murray’s “apples/oranges.” But most of the analogies belittle blogs, so I’ll turn the relationship upside down and offer these pairs to express the blogs/journalism dualism —

piranhas/peccary

cake/crumb

knife/spoon

Lincoln/Nixon

Journalism (as promulgated in J-schools) isn’t “more real,” “older,” “more legitimate,” “bigger” or “truer” than blogging. On the contrary, it’s journalism that is the derivative, the inbred offshoot of old and durable species of human interaction — talk, gossip, information trading, story telling, oration and theatre — while blogging is the healthy descendant of the old, natural stock.

Blogging is bigger than Journalism. John Scalzi’s useful recent number crunching ignored the impact blogging has on the lives of its producers/consumers. For both writer and reader, blogging works better than Journalism because, as with all natural communication, there’s instant feedback between audience and creator, whether through log files, reactions in other blogs, or opinion aggregators like Metafilter, Blogdex and Daypop.

It is a rare publication that receives more than a handful of letters to the editor per issue. Last week, Matt Welch., 2500-visitor-a-day blogger, told me he gets 30 e-mails daily from readers. Over three decades, the tale of Woodward and Bernstein inspired hundreds of people to try journalism. In just six months, the daily example set by Glenn Reynolds has inspired hundreds of new bloggers.

Force = Mass X Acceleration. Blogs are gaining both M and A, Journalism is gaining neither.

Henry Copeland in Paris, France.

April 4, 2002 What is it about blogs that so confuses and concerns newspaper columnists? I think most columnists lack the experiences and conceptual categories to understand “the blog.” Like a one-year-old baby grappling with the idea of other beings, the average newspaperman scribbling about bloggers can describe “the other” only as an ersatz version of himself.

In essence, the bashers complain that blogs don’t measure up to “real” media. The Boston Globe’s recent column In the world of Web logs, talk is cheap regurgitates the list of complaints. Individual blogs don’t appeal to a broad audience. They aren’t serious or objective or edited. They contain meaningless personal details. They can be trite, verbose, incoherent and/or self-aggrandizing.

We all know that none of these traits apply to newspaper columns, ergo, blogs must be bad. In fact, many blogs are so bad, Globe columnist Alex Beam concluded, that the most they can aspire to is being “mocked in a medium that people actually read,” ie the newspaper.

The weblog community has pummeled Beam, and blogging dean Glenn Reynolds does the best job of logging the individual punches. Also, don’t miss pre-publication e-mail exchanges between Beam and Virginia Postrel and James Lileks.

Here’s my own reaction to Beam and anyone else trying to understand blogs: measuring the blog against the newspaper is a waste of time.

For a start, let’s try measuring the blog against other media, ancient and modern.

Blogs compare rather well to an older and more widely used communications tool, talking. Anyone who complains about blogging as sloppy or fruitless might want to take a tape recorder along the next evening out with friends. The next morning, listen to the incoherence, grunting and mumbling that passes for scintillating communication. Not a fair test? As any newspaper reporter can tell you, even the most practiced, coherent and committed spokespeople rewind, elipsize and armwave their way through most points.

Most human verbal communication isn’t rocket science… it’s sloppy, looping, incoherent, and prolix… which is part of its appeal.

Then there’s the telephone. In its early days, “lack of seriousness” was a frequent complaint against telecommunication. As tech scholar Andrew Odlyzko writes:

Sociability was frequently dismissed as idle gossip, and especially in the early days of the telephone, was actively discouraged. For example, a 1909 study of telephone service commissioned by the city of Chicago advocated measured rate service as a way to reduce “useless calls.” Yet the most successful communication technologies, the mail and the telephone, reached their full potential only when they embraced sociability and those “useless calls” as their goal.

So forget about dissing blogs as chit chat. Forget about blasting blogs for unnewspaperness. The new order isn’t just a negation of the old, or a recombination of its components: the new media spawns new features and experiences which are indescribable in the old language. E-mail isn’t just “electronic mail,” it is bccing, subject lines, limitless dribble, forwarded jokes, FLAMING, writing a quick note when you don’t have the energy to engage in a full dialog, sig files. SMS is far more than “short messages sent by mobile telephone,” it’s a whole culture of instant feedback, global simultaneity, crooked thumbs, endorphined beeps announcing news and stimulation.

In the same way, blogging isn’t a diary, a reading log, a common place book, a collection of newspaper articles or opinion columns. But what is it?

Rather than asking how blogs fail, let’s enumerate what blogs do right. Let’s describe why they inspire so much passion. 500,000 bloggers can’t just be vain, right?

In February, I listed timeliness, willingness to credit others, passion, blogrolling, human interest, chronology, and devotion as the characteristics that make blogs so appealing and useful for readers. But a blog’s power comes also from its benefits to the blogger.

Blogs are a great tool for brainstorming and sharing knowledge. Blogs encourage us to write and think more clearly. Blogs force us to interact (intellectually and physically) with the texts we are reading. Blogs invite others to reward our creative effort with feedback and, sometimes, appreciation. Blogs weave new social networks, introducing us to people with common passions. Blogs disseminate “micro-opinions” that are important for a small audience but would never make it onto a newspaper’s op-ed or letters page. Blogs build a shared history of experience and opinion among friends and acquaintances.

Talk is cheap and so is blogging, which is what makes both such powerful social tools. Blogging confers the bonus benefits of searchability, and temporal and spacial scalability.

But enough comparisons and descriptions. The joy of tennis can’t be described, it must be played.

****

To be clear, I don’t see the Internet or blogs or e-mail or SMS or Google as “The” revolution… the revolution began in 1948 with the first stored program computer. Every year since, knowledge storage, computation and communication have become cheaper, to the point that we’ve reached nearly infinite scalability.

Society is still learning to express itself within and through these new tools. For the last half-century, we’ve been slowly evolving our habits, expectations, businesses, life-styles, needs, social interactions and self-conceptions to catch up with the computer revolution. Our social organism is being completely rewired, as it has been by previous major tech revolutions: fire, agriculture, the wheel, the printing press. This rewiring means more nerves, more synapses, more thinking, more engagement. (Although as Ben Sullivan reminds me, we may lose as many synapses as we gain.)

The “blog” is more than the sum of its conceptual constituents. And the “blogosphere” (minted by Bill Quick) is more than the sum of the individuals who blog.

To advance, it is important to call a blog a blog… not an e-journal or a virtual conversation or new journalism or new media or better-than-a-newspaper-column. Use “blog” when you talk about the new experience. And whenever possible, don’t describe blogs, do one.

****

Walking around London last week, I got to do lots of browsing in bookstores. I bought Nicholson Baker’s Double Fold, a passionate documentation of the destruction (de-documentation) of newspaper archives and books inside major libraries in the US and Europe. In the latter half of the 20th century, vendors of microfilm vendors (eager to sell their tech) and librarians (eager to clear shelves) propagated the myth that newsprint was fragile and would “turn to dust” by 2000. They filmed and shredded warehouses full or newspapers and books.

In fact, the evidence in their hands proves that a well-stacked newspaper ages little after its first 50 years and may last hundreds, which is more than we can say for microfilm.

There are interesting anecdotes on every page of Baker’s book. My favorite: in the 1850s, the paper-makers’ demand for rags became so frantic that trainloads of Egyptian mummies were dug up, their shrouds shredded and turned into paper.

The scarcity of newsprint (and resultant mummy disrobing) abated when people figured out how to make paper from shredded wood. Baker notes that the great era of American newspapers (Hearst v. Pulitzer) was fueled by cheap wood-pulp newsprint. As wood-pulp technology proliferated, the price of newsprint fell from 12 cents per pound in 1870 to less than 2 cents in 1900… and the mass market for news exploded.

It wasn’t just more of the same. The subject matter became broader, elaborate color illustrations blossomed, and the tone was energized. Something new happened. Buy Baker’s book.

Henry Copeland from Paris, France