Posts about google

Worthless readers

Tweet: Worthless readers. And what to do about Murdoch et al’s whining about them.

One response publishers make to my argument that Google drives value to them and their content in the link economy is that the readers Google sends are worthless.

Worthless readers. WIliam Randolph Hearst, Joseph Pulitzer, Joseph Medill, Katherine Graham, and C.P. Scott are rolling (with pained laughter) in their graves. Since when did readers become worthless? Since when did a newspaper have enough readers?

“We can’t monetize those readers,” the hapless publishers whine. What’s the problem with these readers? “They read just one article and then leave,” is one complaint. “We can’t sell enough ads,” is another. And how is that Google’s fault?

No, this is the publishers’ failure and fault, not Google’s. Only the publishers can fix it. That they would rather complain than try is only evidence that they have given up on growth, on optimism, on the future. Rupert Murdoch and his son, James, have said they would rather shrink to more valuable (read: paying) customers, but then James has also said that News Corp. is no longer a news company but a TV company. It’s one matter to get rid of readers who cost too much because your trucks drive too far to deliver newspapers to them or you bribe them too often with bingo/wingo or sneakerphones to get them to subscribe. But online, more readers costs you nothing but bandwidth, which keeps on costing less. So Murdoch pere et fils have surrendered.

I choose not to. I say there is plenty they could do:

1. Relevance. Publishers should provide more relevant links and content to satisfy and serve these readers. I learned at About.com, where I consulted, that the most effective means of driving more traffic into the site, rather than away, was relevant links. Readers may come via search but may not find what they are looking for, so offer them more. If someone came to your restaurant for the crab cakes, wouldn’t you also offer slaw?

2. Context. I want to suggest abandoning the article for the constantly updated topic page (a la Wave). The problem with an article online is that it has a short half life and gathers few links and little ongoing attention and thus Googlejuice. It’s for this reason that Google’s Marissa Mayer has been advising publishers to move past the article to the topic. Abandoning the article for some living, breathing news beast yet to be defined may be a bit too radical for today’s publishers. So instead, I suggest, at least place the article into a space with broader context – archives, quotes, photos, links, discussion, wikified knowledge about the topic, feeds of updates; make the article a gateway to anything more you’d want on its subjects. Daylife (where I’m a partner) is working on something like that.

3. Sell. When someone comes in from search without a cookie attached, you know this person is not a regular reader. Yet you give her the same page you give to your constant readers. What you should do, instead, is sell the wonders of your site. Show off your best and most popular stuff. I’ve heard and used the phrase “every page a home page” for years, but I’ve never seen a publisher mean it, except for Stockholm’s Aftonbladet. Go to the site, click on most any store, and scroll down and you will find the entire home page replicated. Insane? Like a Swede.

4. Sell ads. OK, so this search-driven reader may not be local and so you can’t serve an ad for the hospital up the street. What sites do instead is place remnant network ads there at terribly low CPMs; that is why they complain about the value of readers who come from Google, Drudge, et al. But Dave Morgan’s Tacoda solved – at least until it was swallowed up by AOL [pardon me, Aol.] – by using data points across sites to maximize the value of ads served (e.g., someone who visits a travel site is served a high-CPM travel ad even after leaving and going to a harder-to-target local site). I’ve been arguing for reverse syndication as a means of maximizing ad value and even suggested that papers should link together to sell their national inventory (oh, that’s right, they tried to in the New Century Network but couldn’t get their act together … surprise!).

5. Kill commodity news and cost. Focus. Part of the problem is that papers carry commodity content that draws audience – via search – that is hard to target with local advertising. That commodity content also costs money to produce. A key imperative of the link economy is that one must specialize – to draw the “right” audience and to find the efficiency that comes from doing what you do best and linking to the rest. The better job a paper does focusing, the more it can create appropriate content to attract appropriate audience and advertising and the more economically it can operate.

6. Stop whining. It’s unbecoming. It makes you look weak and wimpy as if you have no strategy and no control over your vision and have just given up on adapting to new realities and growing by finding new audience and building a future but only plan to milk the last drops out of your dying business. Or maybe that’s all true.

: See Danny Sulllivan, who beat me to writing this post.

This is round two against Google. In round one, some publishers said Google steals our content. Google’s response was that it sends them millions of visitors for free. So in round two, it’s time to make out like those visitors aren’t worth much. That’s especially important if you’re an executive who, after floating the idea of dropping Google, comes under attack as stupidly cutting your own throat.

Me, I see visitors as opportunities. This is the internet, where you can tell far more about a visitor to your web site than you can in print. . . .

Do something. Anything. Please. Survive. But there’s one thing you shouldn’t do. Blame others for sending you visitors and not figuring out how to make money off of them.

See also Umair Haque: “Blocking Google is about as smart as eating a pound of plutonium.”

: On Twitter, Steven Johnson asks: “unless they’re “worth less” than the cost of serving the page, what’s the harm since Google delivers them for free?”

Murdoch madness

(I double-posted the Murdoch Madness post but won’t kill this entirely because there are comments now attached….)

Newspapers want enemies, not friends

On today’s On Point, Michael Wolff, Steve Brill, and I talked about Murdoch and Google and the show’s blog quoted me thusly:

But News Corp isn’t the only one making the mistake here. I think the mistake that Google has made in this – and I’m an admirer of Google, I wrote a book to that effect – but I think that Google thought that they could become friends with the newspaper industry. And the newspaper industry isn’t looking for friends. They’re looking for enemies they can blame for the problems that are actually their own from the last fifteen years of inaction in the face of this dying light. And so it’s impossible for Google to become friends with the newspaper industry.

Gained something in the translation

Tweet: A tweet paraphrased my link-economy line and showed me I’ve been saying more than I thought I have. **

In Twitter today, one @rpaskin paraphrased something I’ve been saying – and said again in my talk at Web 2.0 Expo Tuesday (generously covered in that link by Aneta Hall). My line has been that in the link economy, value comes from the creator of the content and from the creator of a public (formerly known as an audience). That is, Rupert’s wrong with he says that Google takes content; it gives attention.

Anyway, @rpaskin tweeted this: “In a link economy, there are values from creating content and linking to content. There’s no value in just reproducing content (Jeff Jarvis).”

I didn’t say that exactly but I think it better expressed what I have been trying to say. Or at least it added a perspective and raised a fundamental and important question, namely:

Is there value anymore in reproducing content? Is the six-century-long reign of Guttenberg and the industries he created really over?

Wow. Maybe so. In my discussions of the link economy, I had been concentrating on explaining and defending the side of the value equation brought by Google, aggregators, blogger, Twitter, et al rather than on the loss of value brought to those who reproduced – rather than created – content. But in looking at the entire equation, what @rpaskin says stands to reason: There is no value left over for the copiers. Indeed, online, if one copies, one is considered a thief because it’s only the thieves who copy.

The problem is, of course, that it was through the making and selling of copies that monetary value was extracted and that is why it is so upsetting to those who did so that they can’t do it anymore. It’s upsetting that they don’t see other ways to recognize value. It’s what makes folks including Murdoch say silly things that betray ignorance about the workings of our new world.

I’m sure Rupert knows exactly how the scribes Guttenberg put out of business felt.

ALSO: Speaking of speaking of Murdoch, you can hear me doing so – along with Michael Wolf and Steven Brill – on Murdoch’s tilting against Google’s energy-efficient windmills.

** Once again, I’m experimenting with using tweets about posts as subheds summarizing those posts.

Nose, face, cut, spite: Blocking Google

There’s been a swine flu of stupidity spreading about the Murdoch meme of blocking Google from indexing a site’s content (to which Google always replies that you’ve always been able to do that with robots.txt – so go ahead if you want). I love that The Reach Group (TRG), a German consulting company, has quantified just how damaging that would be to Google: hardly at all.

TRG took the content of the 1,000 domains controlled by the 148 German publishers that signed the so-called Hamburg Declaration (a veiled shot at Google) and analyzed how critical they are to Google search results. TRG asked the question: “How empty would the first 10 Google search results be if one could no longer find anything from the 148 German publishers?”

It’s quite another matter if Wikipedia were not there. It appears on 13% of first-page results. That is, one entity – Wikipedia – is on the treasured first page almost three times as often as all of Germany’s top publishers. How does one say this in German? Yow.

This chart shows that sites of the Hamburg Declaration publishers have 5% share of a position on the first page of search results:

GermanGoogleTRGchart

This chart shows that Wikipedia has 13% share of the No. 1 position in search results:

googlegermanchart2

TRG further notes that Wikipedia represents only 0.01% of pages in the Google index – vs. 4.01% for German publishers – yet even so, Wikipedia pages clearly get more clicks and links and thus, Googlejuice.

RELATED: Jason Calicanis fantasizes about Microsoft paying The New York Times to leave Google’s index for Bing. Let me explain why that would never happen. 1. The Times is not stupid. 2. Times subsidiary About.com – the only bright spot these days in the NYTimesCo’s P&L – gets 80% of its traffic and 50% of its revenue from Google. 3. See rule No. 1.

Michael Arrington then joined in the fantasy saying that News Corp. could change the balance by shifting to Bing, but ends his post with his own reality check: MySpace – increasingly a disaster in News Corp’s P&L – is attempting to negotiate its $300 million deal with Google.

Microsoft can suck up to European publishers all it wants – even adopting their ACAP “standard,” which no one in the search industry is saluting because, as Google often points out, it addresses the desires only of a small proportion of sites and it would end up aiding spammers – but it won’t make a damned bit of difference.

As Erick Schonfeld reports, also on TechCrunch, if WSJ.com turned off Google it would lose 25% of its web traffic. He quotes Hitwise, which says 15% comes from Google search, 12% from Google News – and 7% from Drudge (aggregator), and 2% from Real Clear Politics (aggregator). From HItwise:

hitwisewsj3

But so what if News Corp does withdraw from Google? So what, indeed? Will other publishers join? No, they’ll celebrate the chance to grab more juice. If I saw any publishers pull out, I’d run at the chance to create topic pages to grab the little juice they have.

SEE ALSO: This analysis from The Internet Marketing Driver showing the importance of Google, Facebook, and Yahoo in driving audience to many sties. What they then do with that audience is then up to them. According to the imperatives of the link economy, it is up to he or she who gets the links to monetize them.

[Hat tip to friend Wolfgang Blau for twittering the TRG link. If I mistranslated, please corrected me.]

WWGD? – The videos (7)

At last! A week of videos comes to an end. Here are the last of the videos from the aborted v-book edition of What Would Google Do?:

Here I ask how Googley headhunters would operate:

And, finally, a video from Oxford about the future of the university:

WWGD? – The videos (6)

And they never end: Here’s the sixth day of videos from the aborted v-book edition of What Would Google Do?:

A touch dated now, here’s a video I made on my Flip a year ago arguing that it was the Googley way to do video because it serves the creation generation:

A very quick little video about Apple generosity that asks about other companies’:

WWGD? – The videos (5)

And they never end: Here’s the fifth day of videos from the aborted v-book edition of What Would Google Do?:

First, a lesson in turning a challenge into an opportunity from the German publishers of the Wikipedia Lexicon:

This one’s probably not for you. It was intended as an appendix to the book to suggest ways for the unGoogley to get Googlier: