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Weekend Roundup: New Ways To Think About Internet Marketing Edition

Are you noticing the trend of more “realistic” views on the whole Internet Marketing thing?

yeah, realism, it's the “new black.”

Is Your Next Book An App?

I've been saying for a few years now that the real definition of Web 2.0 is “your content on your customer's terms.” Everything really comes down to that as far as I'm concerned.

Techcrunch recently published a piece that says that authors need to publish their “next book” as an App (instead of an iBook). Great read – do it now.

While I like the concept, I'm not sure if that's the direction. Perhaps the article should have asked if your next book should also be released as an App.

Yes, our content on your customer's terms means a book isn't enough.

But just an app isn't enough either.

Your stuff needs to be available on a dead tree edition, an instant streaming edition, a phone edition, a pad edition, a plastic disk edition, an audio edition, a video edition, etc.

If you've watched the whole Vook thing, you might be thinking it's the future. I'm calling it a gimmick. Show me any real content ONLY available on the VOOK format and I'll change my mind.

So, content creators, I'm gonna suggest this simple fact: your future requires that you create your content on as many formats and platforms as possible.

Your thoughts?

8 Years Free – Here’s What’s Next

It's a very special day for me: 8 years ago today was the last thing I'll ever have that will resemble a day job. The Internet has been veryverygoodtome and it's time for me to give back.

Note: This is a work and concept in process. I'll be editing this a LOT based on what I hear back from you. As you'll see, we've got a site dedicated to the conversation, but please read nothing definitive into what I write today (other than the fact that I LOVE this concept and will be pouring a lot of time and effort into it). Also, please don't – I DON'T WANT YOUR MONEY on this project.

Problem: The very nature of the Internet is that anyone, anyplace, anytime, anywhere can produce and publish content. I embrace (and love) this reality but it results with this simple fact: The lack of standards and content spam is preventing the growth we were hoping for.

Solution: The Internet has allowed us to publish whatever we want. Let's use that same Internet to publish open media standards that will take us to the next level.

Paul's Answer: I've started something called The Open Media Standards Foundation. Before you read another word, 2 things: A) I DON'T WANT YOUR MONEY FOR THIS and B) I HAVE NO DESIRE TO “GO AGAINST” OR “UNDO” THE WORK ANYONE ELSE HAS DONE AT THIS POINT.

It starts with what I call the Content Principles Document. It's a simple list (and simple is the key here, help me keep this simple) of principles that content creators embrace. This will, in theory, grow an audience that can consume our content with considerably more trust than the content they currently consume online.

To be truthful, there is alot more here (and, again, I don't want your money), but this Content Principles Document is the first step.

So, here's what I'm asking for … can you visit the current revision of the document, give it a good read, and make a comment on how we can make it better?

I think the industry can and will be in a much better place if we do it right. Here's to doing it right.

If this site has helped you at all, could you help this industry by making a comment?

Please comment at the OMSF site – not here.

Oprah Doesn’t Need CBS – Do You?

CBS is scared. They heard the rumor (I'm sure you did too) that Oprah might be moving from them to her “OWN” network (perfect name) and, well, the offers should get really interesting.

Sit back for a second and move past the inevitable bidding war that is about to happen. Ponder this simple fact:

Oprah doesn't need CBS anymore.

A few days ago I wanted to catch the online replay of “V.” I couldn't, for the life of me, remember (or care) what network it was on. A flagship major play during sweeps month for a network and I couldn't associate one with the other. Is ABC the winner, or is “V?” I think we know the answer. Yes, I had to look up the association to write this piece.

And, of course, with Hulu, 3 of the 4 networks are there so I jumped over and found my fix. You know my feelings on the future of that little site but while she lasts, I'll continue to enjoy the ride. At this point, Hulu matters more than ABC, NBC, or FOX.

If you took the top 20 new media entities on the planet and offered them a gig at a “real” media company, I predict, sadly, that 18 of them would take the job. Now at the pay some of them are getting I understand the initial reaction, but the facts are simple: they don't need “real” media to get somewhere.

You don't need CBS either.

Based on the recommendation of Lynn Terry during last week's Internet Marketing This Week, I picked up Socialnomics (affiliate link) on my Kindle (amazing book, review to come). In the book, @equalman examines the social media efforts of a number of huge brands: Coke, Jet Blue, ESPN, CC Chapman, etc.

CC Chapman – a “huge” brand?

He gets equal play in the book.

He deserves equal play in the book.

He's as important to the story as is ESPN.

He is the (new) media.

So are you.

The shows and people and characters I love in this space can all be found with this little site called “Google.” Heck, most of them can even be found on another site called “Bing.” I don't need an aggregator or network or commercial series to remind me that Cali Lewis is going to keep me up to date with geek news or that Chris Brogan might have something interesting to say. They're bookmarked, I follow them in my reader, and if for any reason a site went down or a feed died (“or they jumped to another network”) it wouldn't be hard at all to figure out where they went.

If Oprah leaves CBS (please do, Oprah), she has this little billboard in every stinking grocery store called “O Magazine” that would make it very easy to tell others where she went. Oh yeah, I bet you Google (and possibly even Bing) might serve the purpose as well. Oprah is the story, not CBS.

You are the story.

You are the media.

Oprah doesn't need CBS.

Neither do you.

So what Paul?

Yeah, but Paul, I'm not Oprah!

Neither am I.

Neither is CC Chapman.

Neither are the other 4 point whatever billion people on the planet.

We are in an exciting new era where the good stuff rises to the top, without the need for a network to promote it. That's why I love this space so much – and I hope why you read this blog.

You spend your time on creating content that rises to the top and, one day soon, you'll be able to turn down CBS's offer.

Just like Oprah.

Hulu And The Value Of Content

The blogotwitisfacebooksphere has been all abuzz with the very idea that Hulu might be charging for content at some point in the near future. This piece at NewTeeVee does a good point of catching you up with the story so far.

I brought the idea up on Twitter and got back a few responses. This one was my favorite:

@colligan – You think HULU makes it with this model? They are getting greedy too quickly IMO.

Is it really greedy to make money from content that you own?

Is the problem greed – or just a bad business plan?

Of course, we could ask this question about Wall Street and Detroit – but that's another post all together.

Hulu reminds me of some of the first dotcom bubble companies – they're all about enjoying the ride but being honest enough to know that the ride ain't gonna be around for long.

There was a company in Portland that would actually deliver to my office a pint of Ben and Jerry's at cost. They would even pick up my dry cleaning at my house (and deliver it back) for less than I was paying at the time to take it to the dry cleaners (and, of course, they did so in these massive trucks “wrapped” with their branding). You bet I used the company and you bet I enjoyed the ride but, … let's be honest, … I always knew it wouldn't last.

Time to face some simple facts with Hulu:

1 – Yes, a single (30 second) commercial per break is wonderful but admit it, 75% of them are PSAs. If you can't sell a single ad per slot – you can't sell multiple ads per slot – even if people would “put up” with watching them. The ad model isn't working for Hulu – and anybody who cares about the future of Hulu needs to ask if it ever will.

2 – The fact that Hulu starts each show with a reminder to watch it live with the full commercial experience reeks of a company who has sold some content owners a fascinating bill of goods. The reality that the EULA for their desktop player prevents you from hooking it up to a television set says more about what they think of their audience than this blog ever could. Hulu doesn't like you skipping the traditional “channels” to consume content on your terms.

3 – The silly fight with Boxee – 'nuff said.

4 – The “experience” is wonderful and the programming is impressive but, admit it, they're losing money on each and every stream. I'll direct you back to my “You Can't Handle The Truth” posting of over a year ago for more on that one.

I've said it multiple times – Hulu can't scale and the coming Hulu is nothing like the one we have today. Personally, I'd prefer the paid model because my time is worth more than these silly commercials take.

And I honestly believe yours is as well.

Here's the deal: Good content has value.

If we took half the energy spent on trying to figure out how to deliver it for free and put it towards coming up with a payment and delivery model that actually made sense, we'd all be better off for it.

How anyone can spend the money they do on connectivity but feel that the media said connectivity brings should be free is akin to thinking cds should be free because your paying for electricity – or that food should be free because you bought a fridge to hold it in.

When the futurists stop complaining about what the future is obviously bringing, we might get to enjoy the future a bit sooner.

‘just sayin …

Why A “Free” MP3 Player And A “Hookup” Is Always Worth Considering

So today Russell Brunson launched his “Micro-Continuity” program by giving away a free (he really does just charge shipping and handling of less than $10) MP3 player filled with the audios from his recently sold out event on the same topic. Brilliant model.

In the very first recording on the player he tells a story of working in an all-night diner when a friend of his came in and begged Russell to give him free coffee. In return, the friend promised to “hook him up.” The friend left Russell with a ten dollar tip and Russell paid the buck for the coffee and pocketed a tip of nine dollars. Had he not told the friend “sure,” the tip would have been a few nickels at best. We all have that kind of friend and can identify accordingly.

In this jaded world of Internet Marketing, you have to grab someone's attention. A free MP3 player certainly does that.

Now you can probably guess the program after the free player. Russell “gives” a 14 day trial of his club and offers a few upsells and downsells. I'm sure conversion is great.

But here are the two elements of this program that I love:

I've been preaching the power of the pre-loaded media player for more than 3 years now. We did it with Podcast Secrets for the last three years to great success. It is a kick in the pants to see someone take it on such a significant launch. Face it, a FREE MP3 player screams “hook up” when in this New Media space the availability of free “valuable” content leaves few interested anymore.

BTW, if you do grab it, listen to the content before you erase the thing. Great stuff. Russell has an amazing mind.

The other element of a physical and virtual product offering with continuity in the back-end probably took Russell a great deal of $$ to pull off. We've had all that functionality in for some time now (for opportunities such as these). I have a feeling Russell's launch will help me sell more new users into Premiumcast than I'll ever direct his way.

I love this business.

We're in an experience economy whether we like it or not. Whereas I'd love the value of content to stand alone, people still love a physical shell wrapped around all of it. A delicate balance of the physical and the virtual is coming soon – look for it.

If you interested in this model and further thoughts on it, I've got a 10 minute video over here. Don't worry, though you don't have to pay to watch it.

I'll hook you up.

Podcast As The Secret Weapon

And the final piece in the New Media Realities series is below. In this one I examine the Podcast As The Secret Weapon:

Let me give you the 50,000 foot overview: You can create content fast with the New Media Content Creation Model. Leverage Web 2.0 and you can achieve the ISYOT Effect. Let your content escape the computer and the Internet by leveraging the power of Podcasting.

Want more specifics? Join us for the Podcast Secrets 2009 Preview Call on Thursday night.

Would love your thoughts here – or at

ISYOT Effect – Who Else Wants This?

I love the ISYOT effect.

Forget being at the top of the results, BE THE RESULTS.

Would love your comments below:

The New Media Content Creation Model

One of the things we'll be examining in Podcast Secrets this year is the New Media Content Creation Model. It's an empowering little concept that makes it much easier to create New Media content than ever before.

Enjoy this YouTube Video below – yes, … created utilizing the New Media Content Creation Model.

Make sense? Think you can do this? I'd love your thoughts on this concept.

The Hulu/Boxee Silliness Proves The “Big Media” Models Broken While Proving The Power Of Web Syndication At The Very Same Time

In the news, Hulu asks Boxee to remove Hulu from Boxee and Boxee complies with Hulu's request. If you've been a reader of this blog for any time, you know what a fan I am of Boxee and have written more than a few pieces about how Hulu (and the ad-supported streaming model as a whole) has been doomed from the start.

Today's news only goes to prove my point.

Throw in a dash of the “power of syndication” stuff and, friends, we have something to learn from this petty bickering.

Now, the snarky would say that Hulu (really) doesn't want people to watch television on their tvs, but on the Web. They would continue to say that Boxee makes it too easy, and that's why they killed it. But, they'd be forgetting something … Hulu has also removed their content from today. makes most of us want to return to broadcast television so that ain't the point.

Hulu wants control, Hulu wants ownership. They want us watching their content on their terms.

That's not Web 2.0, that's Web 1.0.

As a reminder: Web 1.0 is the Internet on the producer's terms. Web 2.0 is the Internet on the audience's terms.

8 out of 9 people who read content don't read it on I like that. It gives me reach I could have only dreamed of a few years ago. It's making me money. More and more people aren't consuming content on That has freaking out.

Let's be honest here: If was making money (excuse me, profit) streaming Dollhouse in HD with remnant advertising from the Ad Council, they'd be streaming it any which way they can. But they aren't making money (profit) from this. And they won't make money (profit) from this for a long time. As cool as Hulu is (and I luvs me the Hulu), the model is flawed in so many ways.

Which means, like all good Internet properties that aren't making a profit, they have to focus on being a “destination” or “portal” that you hope to sell to someone some day. Of course, the owners of won't be selling it so, … the “destination” lie is their only, really, viable option.

Hulu did a lot of things “right.” The embed options launched a whole bunch of viral goodness and they've quickly become a destination and a source. Sure, they're still losing money, but they're doing it in bigger numbers now – so we can pay them more attention.

Being a source makes them no money and gets them no unique visitors. Remember, they're losing money on each and every stream (I dare you to prove me otherwise) – so losing money on a stream on Boxee's box just doesn't make “sense” to a Web 1.0 or 2.0 model.

So, they told Boxee to stop.

And they told to stop.

And they'll continue to lose money.

And TV will continue to get worse.

And New Media will continue to fill the holes created by old media.

And I'll either set the EyeTV to tape Dollhouse or I might buy a wireless keyboard with a mouse to run Hulu from directly – annoyed at this property every time I do.

Take that to your shareholders.

As a side note, one must contrast what Hulu is doing to what Revision3 is doing. One wants you on their terms – the other is thrilled to have you on your terms.

Which one do you think will “win” in the end?