319 scott karp presentation

The Future of Scholarly Publishing

Scott KarpEditor & Publisher

PUBLISHING 2.0www.publishing2.com

scott.karp@publishing2.com

Scott KarpCEO, Co-Founder

www.publish2.comscott.karp@publish2.com

Accidental Trade PublisherAccidental Book Publisher?

A New Basis for Authority

What is a blog?

A web-native content management system

Why Blogging Software Is Web-Native

Blog CMS Features Why It’s Web-Native

Reverse chronological order Easily see what’s new

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

The Web Is All About Links

What Is The Future Of Publishing?

Nobody knows for sure

and it’s changing

faster

everyday

and we’re making it up as we go along

Uncertainty

Opportunity

Pediatricians At Their Wit’s End

Pinned to the Bulletin Board

Something Is Wrong On The Internet

Where Are People Getting All This Information?

Government Admits Vaccines Cause Autism!

Who Are Parents Listening To, If Not Doctors?

Who Has The Authority?

What’s This All About?

Where’s the AAP?

Which Result Would You Click?

Google PageRank Is A Peer Review Algorithm

If Patients Are Going To Read Something...

Some Other Authoritative Sources

Anybody Can Publish Anything

Very Different Results

Filtering ALL the News

Reversal Of Advertising Revenue Fortunes

IDG Publication Revenue2002

IDG Publication Revenue2008

The Most Successful Web Publisher

The Gold Standard of Online Advertising

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.

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

Advertising = Information

“Advertising will get more and more targeted until it disappears, because perfectly targeted advertising is just information.”

- Dave Winer, Scripting.com

Are You In The Content Business?

Or are you in the science business?

Scott KarpEditor & Publisher

PUBLISHING 2.0www.publishing2.com

scott.karp@publishing2.com

Scott KarpCEO

www.publish2.comscott.karp@publish2.com

Thanks for listening.