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A Forecast from 1994 Long ago, I published a piece in a magazine called Infobahn about how politics and the internet might evolve together. Judge for yourself how accurate I was: NET PROPAGANDA: COMING SOON TO A MONITOR NEAR YOU One fine fall day in 1948, I joined the American political process: I walked down Lankershim Boulevard in North Hollywood carrying fore-and-aft posters urging the election of Harry S Truman. As a seven-year-old sandwich...
Long ago, I published a piece in a magazine called Infobahn about how politics and the internet might evolve together. Judge for yourself how accurate I was:
NET PROPAGANDA: COMING SOON TO A MONITOR NEAR YOU
One fine fall day in 1948, I joined the American political process: I walked down Lankershim Boulevard in North Hollywood carrying fore-and-aft posters urging the election of Harry S Truman. As a seven-year-old sandwich man, I had become a campaign mechanism—a way of reaching voters with a political message.
The age of the sandwich man, however, was fast ending. A few blocks away, a TV set stood in our living room. It carried little but Felix the Cat cartoons, Hopalong Cassidy westerns, and primitive variety shows, but as a medium it would change politics before I was old enough to vote.
Over forty years later, politicians have a new medium to deal with: the Internet. So far they are using it clumsily, treating it as an odd mix of print and TV. But just as they learned the lessons of television, they will learn how to campaign in cyberspace.
They’ll have their work cut out for them. Most sensible politicians, after lurking on the Net for a time, would prefer to campaign by throwing bottled leaflets into the Pacific rather than use the Internet.
Political discourse on the Net—at least in the Usenet newsgroups—is on a par with turf wars among the howler monkeys. Tribes of fanatics battle for control of newsgroups: gun nuts, anti-gun nuts, school voucherists, libertarians, semiliterate teenagers.
Some Netters can supply sustained, documented argument for their views, but no one else pays much attention. Instead the Net provides a steady diet of flame wars, newsgroup highjacking, and debates that digress from their original topics with dizzying speed.
It’s not just that so many denizens of the Net are barking loonies; that’s equally true of the general population. But too many Netters are still a demographically narrow slice of the electorate. They’re too young to vote, too broke to contribute to campaign funds, and too busy downloading pornography to care much about upholding democracy. Worse yet, the medium itself doesn’t encourage reasoned argument or the kinds of people who engage in it.
Well, earlier politicians learned to use new media or die. If they failed to adapt, their careers ended whether they were good politicians or not. (In Richard Nixon’s case, TV killed and resurrected him several times.) So the successful politicians of the early 21st century will indeed exploit the Net—probably more effectively than they have with television.
Most 1990s politicians, if they use the Net at all, treat it as an extension of print media. They have reason to do so. Most users see the Net as text: tiny, semi-legible words scrolling up their monitors. The resemblance to newspapers and magazines is there, however distorted. So politicians from Clinton on down have been pumping out electronic news releases, press-conference transcripts, and speech texts.
For a long time I was on one of Bill Clinton’s mailing lists. He sent me verbatim texts of every speech he made on education, welfare, and related social issues. He always began with a joke, and every joke triggered what the transcripts called (laughter). When I tried to unsubscribe, however, Clinton wouldn’t let me; the jokes and (laughter) and presidential eloquence kept coming.
Eventually I pried myself away, but not before I’d learned something about the Clinton administration’s attitude towards the Net. For all the yelling about the Information Superhighway, the metaphor at work was the small-town newspaper editor’s office. When you signed on to Clinton’s mailing list, you had little choice: you could pick social issues, foreign affairs, the economy—and that was about it. What you got was raw government-issue rhetoric.
A small-town editor, getting this stuff over the wire, would know how to adapt it. A presidential speech would undergo heavy rewriting and paraphrase, or supply a few excerpts for a local columnist, or fail to appear at all. The editor, knowing local readers, would present only as much of the speech as the readers could understand and respond to. Otherwise readers would start treating the newspaper like just another kind of junk mail with nothing to say to them personally.
Clinton’s releases ran into another problem, directly related to the medium of the computer screen: It doesn’t like long stretches of text.
A monitor screen packed full of writing is ugly and hard to read. Text works best on the screen when it’s short, even fragmentary—more like a caption than a paragraph. One-liners and bulleted lists can assert and describe, but they can’t really argue.
So no matter how funny the jokes in Clinton’s speeches, few Netters would trouble to scroll past the first screen or two.
The medium’s built-in hostility to text has evidently sunk in. More recently, Clinton and other politicians are trying to use the Net like TV itself. Thanks to interfaces like Mosaic and NetScape, computer users can now access home pages full of color graphics: the White House, the president’s smiling family, and so on.
But this approach limits the potential audience still more. To get these pretty pictures you need a big, recent computer and a fast modem (better yet, direct Net access), and you need to know how to use them. So the potential audience is a small group of affluent hobbyists, a few serious professionals, and some university students.
Even with snappy graphics, this kind of Net access is right back there with Felix the Cat on a 5-inch screen, or picking up Philadelphia on your crystal-set radio: Gee whiz, you can see the White House on your computer, even if the quality isn’t as good as on your TV. This kind of thrill has a short half-life.
Plenty of politicians are using the Net as an auxiliary postal service, receiving e-mail from their constituents and replying with boilerplate comments just as they do with snail mail. As a barometer of public sentiment, however, e-mail is dubious; again, the sources are few and demographically confined to a relatively well-educated and privileged social stratum. Only in a desperately tight race would Netters be likely to swing an election—assuming they all voted the same way.
A few politicos are venturing into cyberspace themselves. David Schreck, a member of the British Columbia provincial government, goes online to debate with local flame artists—but he’s on a local BBS, not the Internet, in such discussions. “I’ve been in touch with maybe four of my 27,000 constituents,” he says.
Granted that scores of lurking constituents may also read his comments as lurkers, he’s still right to describe his online activities as a hobby.
A Toronto candidate for city council, meanwhile, did go onto the Net even though the vast majority of his readers, living far outside his district, had no interest in his campaign. For his pains he suffered intense flaming and won only 4 per cent of the municipal vote.
So the Net at this point is an also-ran as a print medium. As a TV-like medium, it’s barely better than a test pattern. For all the millions reportedly joining the Net every month, it’s not really a mass medium, and therein lies both its weakness and its strength: it’s a medium for narrowcasting, not broadcasting.
A broadcast medium assumes (or imposes) common values among millions of essentially passive consumers. As a newspaper columnist, I reached over a quarter-million readers every week; a really inflammatory article might provoke two or three letters. Print is not interactive; neither are radio and TV, for all the popularity of talk shows.
But they are “public” in the sense that we share a sense of some kind of community with other consumers. Most of us watch TV with friends or family, or split up the paper and read it together at the breakfast table.
When we go on the Net, however, we go solo. The technology puts us a few inches from a monitor, and even if we’re in a computer lab we are on our own. We read highly public messages, but we do so in private; our responses, however public they may eventually be, feel private.
That’s one reason for the flame wars that keep breaking out. It’s a problem of “register”—finding the right words to talk about the right subject to the right person under the right circumstances.
When introduced to Queen Elizabeth, we don’t say: “Hey, Liz, great to meetcha, you look a lot younger than you do on TV.” When introduced to the 13-year-old who’s come to baby-sit, we don’t say: “I am deeply honored to make your acquaintance on this memorable day, your ladyship.”
Politicians making speeches on TV sound like pompous liars because they’re usually in an “oratorical” register suited to large groups of people within earshot. Franklin Delano Roosevelt scored politically with his radio-based “Fireside Chats” because he found the right register for what seemed like small-group face-to-face discussion with a mass audience. Ronald Reagan did something similar with TV, finding a register that worked on the small screen.
So if politicians are going to gain votes on the Net, they’re going to have to find a highly intimate register, reflecting the fact that millions of users are getting the message when they feel like isolated individuals, not like members of a larger group.
The Net, then, makes its users tough customers for a political marketer. You can’t spam the voters with a generic message; for every one you get through to, you anger a dozen others. You have to tailor the appeal as precisely as possible, on the basis of as much information as possible.
Doing a simple “finger” on every Netter wouldn’t help much. But it might well be possible to track significant numbers of users as they make their way through various newsgroups—especially if they post plenty of comments. If they hang out on alt.rush-limbaugh, that may tell you something.
But most Netters are lurkers, as passively unresponsive as most newspaper readers and TV watchers. Is a given lurker a Limbaugh fan, or a left-liberal onlooker morbidly fascinated by the group? Here’s where the medium’s interactivity offers politicians a big opportunity.
E-mail the Limbaugh posters with a political message. But don’t just sit back and wait for flames. Offer them (and the lurkers) some reward for responding with details about themselves: a slick little software application, for example, as a reward for filling out a questionnaire. Maybe it even comes with a Rush icon showing him with a halo or horns.
This gives you a start on establishing Net focus groups, which while small will reflect values of larger populations. Now the political marketers can begin to tailor their appeals more accurately.
Net culture, at this point in its development, is still hung up on the technology itself. Telephone and TV users don’t think much about the hardware they’re using, but Netters do. If appeals from politicians are technically slick, the subliminal message is that the politico is a happening dude, riding the electronic surf. (Not long ago, The New Yorker magazine was breathlessly reporting on how many of Clinton’s young staffers were running around with PowerBooks, as if that were reason in itself to endorse his policies.)
This attitude will change as millions of non-technical users move into cyberspace, but it will be a factor for several more years.
The appeals will also reflect the limits of the medium: not good for extended print, not great for video or audio, but combining elements of all of them. So Net propaganda will probably tend to look like a TV commercial: strong visuals, snappy sound bites, and minimal text.
But it will be aimed at a very small audience. The multimedia ad that comes to my computer may be strikingly different from the one that ends up on my neighbour’s. Part of the difference will be content: in the version I get, the candidate pushes commitment to excellence in education, while my neighbor gets promises of spending cuts.
More importantly, each ad will be personal. When I open up the e-mail message, I hear the candidate saying: “Crawford, I’ve got some news for you and your family.” What follows will offer more TV-style jolts than hard information, but it will also offer quick, easy interaction. A slide-show questionnaire: just point and click to register your views on gun control, abortion, illegal immigration. Then see how your answers stack up against the total so far registered. Want more information? Click again for more specific messages on those issues, the candidate’s personal resume, or a free, autographed copy of his latest speech or her last book.
This is personal campaigning on a level rarely seen these days, even among main-streeting small-town politicos. But it’s taking place in a medium that’s also very public. How do you avoid looking like a liar when Netters compare your different messages? In part, you just don’t openly contradict yourself, and while your message is personal it’s not very concrete. If glittering generalities are the stock in trade of public oratory, sweet nothings are the currency of this more intimate medium.
In other cases, the strategy will be to highjack public newsgroups, just as candidates often pack meetings with their own supporters. Even now, one or two people can take over a newsgroup and set its agenda by dominating the discussions, flaming opponents, and dragging every thread in the desired direction. A couple of dozen supporters should be able to dominate debate even more thoroughly.
None of this will be official, of course—just the natural behavior of ordinary citizens who happen to support the candidate.
Home pages, still relatively primitive, could become highly effective infotainment tools for politicians. A candidate could even create captive audiences: for example, he might donate computers to nursing homes, recreation centers, and libraries. Each computer would be already programmed to log on to the candidate’s home page, which would supply plenty of data on how the candidate has supported seniors, recreation programs, and libraries. It might also include software applications that would provide a running tally of the size of the national debt, or the number of seniors murdered in the last 24 hours.
Sometimes the computer might look and act more like a video game. Imagine two or three of them set up in an employee dining hall, offering entertainment as well as political information: a game, perhaps, in which the goal is to corner the candidate’s opponent and force him to admit how he voted on some crucial bill. Or guess how much your taxes have gone up since the incumbent took office, and if you’re within 10 per cent of the answer, you get an extra 15 minutes’ time on the computer. Too expensive to work? Maybe not, if the employer is willing to cover some of the computers’ cost as a campaign contribution.
Hackers and crackers could find themselves in a new golden age. Once upon a time politicians had to break into one another’s offices. Now they can get into one another’s databases. Lists of contributors and supporters would be there for the taking—and the burglars could also damage such lists or destroy them altogether.
Dirty tricks could get really dirty. Imagine a forged home page providing violent distortions of the candidate’s position and record, or campaign ads that really come from the opposition. Such “black propaganda” would be hard to fight; publicizing the forgery would only draw more attention to its lies.
E-mail bombings could flood the candidate’s server with thousands of junk messages, making it difficult or impossible to reach voters and staffers. A software giveaway, sabotaged with a virus, would infuriate potential voters. The same virus could also disable the candidate’s system.
Scurrilous rumors could travel the Net in seconds, as hard to stop as neutrinos but with much more impact. The candidate’s private e-mail could turn up in conveniently downloadable form at FTP sites outside the country.
All of these tactics would not only resonate in cyberspace but would gain enormous attention in other media. The dirty tricksters, with very little threat of punishment facing them, could be as nasty as they liked...while their political masters hypocritically complained about them and called for more controls over the Internet.
Despite these threats, politicians are likely to get into the medium for one reason: Other politicians. Hardware and software defenses will emerge to hold off the tricksters, and the first politicos to master the Net will enjoy a measurable advantage over latecomers. Mastery will come from recognition that this is not just electronic print or low-res TV, but a medium that can and should answer back.
Net propaganda can’t just hammer on voters who do nothing until election day. It has to provoke them into response after response, with each response helping to define the politician’s next step. Many of those provocations will be inane, patronizing or downright vicious. But for once the voters’ reactions may actually force the politicos to treat them like intelligent, informed citizens.
And for the politicians, that could be the Net’s most frightening threat of all.
Infobahn, Summer 1994
The 2007 List of Banished Words It wouldn't be a new year without Lake Superior State University's list of banished words. I don't always agree with them, but they remind me to think carefully before using a popular new expression. It may already be a cliché.
It wouldn't be a new year without Lake Superior State University's list of banished words.
I don't always agree with them, but they remind me to think carefully before using a popular new expression. It may already be a cliché.
A new resource in French I'm very happy to have received a copy of L'écrit Web, by Joel Ronez. Even with my primitive reading ability in French, I can see it's a well-organized and well-designed book for webwriters. I'm putting Joel's site in the list of Web Writers and Editors.
I'm very happy to have received a copy of L'écrit Web, by Joel Ronez. Even with my primitive reading ability in French, I can see it's a well-organized and well-designed book for webwriters. I'm putting Joel's site in the list of Web Writers and Editors.
Bloggers suffer government repression It won't be news to most of us, but Reporters sans frontières can quantify it in their Annual Worldwide Press Freedom Index - 2007: Saying online what you think can get you in big trouble. Excerpt: Government repression no longer ignores bloggers The Internet is occupying more and more space in the breakdown of press freedom violations. Several countries fell in the ranking this year because of serious, repeated violations...
It won't be news to most of us, but Reporters sans frontières can quantify it in their Annual Worldwide Press Freedom Index - 2007: Saying online what you think can get you in big trouble. Excerpt:
Government repression no longer ignores bloggers
The Internet is occupying more and more space in the breakdown of press freedom violations. Several countries fell in the ranking this year because of serious, repeated violations of the free flow of online news and information.
In Malaysia (124th), Thailand (135th), Vietnam (162nd) and Egypt (146th), for example, bloggers were arrested and news websites were closed or made inaccessible.
“We are concerned about the increase in cases of online censorship,” Reporters Without Borders said.
“More and more governments have realised that the Internet can play a key role in the fight for democracy and they are establishing new methods of censoring it. The governments of repressive countries are now targeting bloggers and online journalists as forcefully as journalists in the traditional media.”
At least 64 persons are currently imprisoned worldwide because of what they posted on the Internet. China maintains its leadership in this form of repression, with a total of 50 cyber-dissidents in prison.
Eight are being held in Vietnam. A young man known as Kareem Amer was sentenced to four years in prison in Egypt for blog posts criticising the president and Islamist control of the country’s universities.
We in the West can't congratulate ourselves. Canada ranks only 18th in press freedom, and the US comes in at a forlorn 48th.
Not quite getting it Via The New York Review of Books, an attempt to explain Blogs. It's a long article, mentioning ten books about blogging, but this is the author's key misunderstanding: Bloggers assume that if you're reading them, you're one of their friends, or at least in on the gossip, the joke, or the names they drop. They often begin their posts mid-thought or mid-rant—in medias craze. They don't care if they leave...
Via The New York Review of Books, an attempt to explain Blogs. It's a long article, mentioning ten books about blogging, but this is the author's key misunderstanding:
Bloggers assume that if you're reading them, you're one of their friends, or at least in on the gossip, the joke, or the names they drop.
They often begin their posts mid-thought or mid-rant—in medias craze. They don't care if they leave you in the dust. They're not responsible for your education.
Bloggers, as Mark Liberman, one of the founders of the blog called Language Log, once noted, are like Plato. :-) The unspoken message is: Hey, I'm here talking with my buddies. Keep up with me or don't. It's up to you.
Much of the article is a calm, patient explanation of what blogs are, intending for people who sincerely don't know. Both the quote above and that calm, patient explanation seem to me serious misunderstanding about writing for the web.
The review, Sarah Boxer, assumes that her readers need this background about blogging because they don't know anything about it. She assumes that bloggers don't provide this background because they've all already got it.
For some teenage blogger writing for an audience of six or seven, the background may indeed be there. But for anyone trying to gather and disseminate serious information through a blog, the background is always doubtful.
On my blog Writing Fiction, I see that a striking number of my visitors arrive on the site after googling "How many pages in a novel?" Whether or not they've written a novel, that question means they're novice novelists. They lack the exformation of more experienced writers.
Similarly, people visit my bird flu blog, H5N1, with wildly different levels of knowledge about the subject. Some are officials with the World Health Organization, others are epidemiologists, and most know nothing at all except that bird flu is supposed to be bad.
Apart from assuming a basic level of English reading ability, I don't expect anything from my readers. For both blogs I have to find some way to bring the newcomers up to speed without boring the experienced visitors. I really do feel responsible for my readers' education, and I don't want to turn anyone away.
So on H5N1 I provide an introductory page, showing the new visitor what's on the site. Currently, I'm also providing definitions of Indian words like lakh, crore, and panchayat, because they keep turning up in Indian newspapers' reports on bird flu.
On Writing Fiction, I keep responding to comments to the "How Many Pages" post, which I originally made three long years ago. I also provide a link to Write a Novel, a self-guided online course containing the basic materials now lost in the archives of Writing Fiction. (Look for it in the Writers' Resources list.)
Some blogs, like some graduate courses, can assume a cozy familiarity with little-known material. Shared exformation creates an intimate atmosphere, a feeling of belonging that newcomers may not share. If anything, they'll feel deliberately excluded.
But most webwriters, whether serious amateurs or professionals, can't afford to think about the happy few who share our private jokes and roomed with us in college. We have to reach as many people as possible, and to provide something useful for each of them.
So we have to write in simple, clear language. We have to format our material for easy navigation and response. We have to think about our visitors' needs, not our own egos. That, it seems to me, is the exformation that Sarah Boxer doesn't yet have.
Clichés of Journalese If you write for print or electronic media, some of these terms will make you wince, because you've probably used them: Journalese-English Dictionary (first edition). Most are British, and a little unfamiliar to North Americans, but we have plenty. Our public figures don't just promise to do something: they vow to do it. The cliché du jour (to use a cliché) in North America's blogosphere is "nuanced." Whether it's Obama,...
If you write for print or electronic media, some of these terms will make you wince, because you've probably used them: Journalese-English Dictionary (first edition).
Most are British, and a little unfamiliar to North Americans, but we have plenty. Our public figures don't just promise to do something: they vow to do it.
The cliché du jour (to use a cliché) in North America's blogosphere is "nuanced." Whether it's Obama, Clinton, or McCain, whatever they say is nuanced.
Food for thought for webwriters Via The Korea Herald: Court fines two for Web libel against Lee. Excerpt: An appeals court has found two people guilty of libel against Lee Myung-bak when he was a presidential candidate last year, overturning lower-court rulings. A Seoul High Court judge has fined a defendant, surnamed Sohn, 500,000 won ($477) for posting messages denouncing Lee and his Grand National Party 17 times in September, the court said yesterday. In...
Via The Korea Herald: Court fines two for Web libel against Lee. Excerpt:
An appeals court has found two people guilty of libel against Lee Myung-bak when he was a presidential candidate last year, overturning lower-court rulings. A Seoul High Court judge has fined a defendant, surnamed Sohn, 500,000 won ($477) for posting messages denouncing Lee and his Grand National Party 17 times in September, the court said yesterday.
In one message, he called Lee a "criminal" and described the GNP as a "department store of corruption."
In March, a lower court in Suwon acquitted Sohn on the grounds that he had never engaged in any political activities and that the internet has become a common means for citizens to express political opinions freely.
But the higher court ruled that he violated the election law, saying his messages go beyond a simple expression of opinions.
"The messages are clearly against Lee. The defendant is thought to have done so purposely considering he posted them 17 times. He appears to have been aware that his behavior could influence the result of the election," the court said.
Current law forbids the act of distributing documents, photographs and other materials aimed at influencing election results by supporting or opposing particular candidates and political parties 180 days prior to election day.
Civic groups criticize the law for restricting freedom of expression and political participation.
In a separate case, another high-court judge fined a defendant 800,000 won for criticizing Lee 30 times in messages on an internet message board, the court said yesterday.
Granted, the fines aren't serious—at least by North American and European standards. But if the same laws were applied to political blogs in the West, most countries could pay off their deficits with the fines extracted from bloggers.
Nielsen on the Top Ten Application-Design Mistakes Jakob Nielsen has a good Alertbox post: Top-10 Application-Design Mistakes. Nielsen generally makes good sense, but I wish he would update his own Alertbox site. His links are helpful, and the basic black-on-white layout is inviting. The summary at the top is a good idea. He keeps most of his paragraphs short. But the text stretches across the screen when it would be more readable and inviting in a narrower...
Jakob Nielsen has a good Alertbox post: Top-10 Application-Design Mistakes.
Nielsen generally makes good sense, but I wish he would update his own Alertbox site. His links are helpful, and the basic black-on-white layout is inviting. The summary at the top is a good idea. He keeps most of his paragraphs short.
But the text stretches across the screen when it would be more readable and inviting in a narrower column. An average of 10 to 12 words per line seems to work best for webtext.
As Nielsen himself has taught us, we look for boldface subheads as navigation guides. But he uses boldface in the body of his paragraphs, which is distracting...and when a boldface phrase shares the line with an underlined blue link and regular text, the result is pretty messy.
US Democrats waging web war Via Netcraft: Clinton and Obama XSS battle develops. Excerpt: Following the recent cross-site scripting attacks against Barack Obama's website, Finnish security researcher Harry Sintonen has published an example of a cross-site scripting vulnerability on votehillary.org. Sintonen's example submits a POST request to the Vote Hillary website and injects an iframe, causing the site to display the contents of Barack Obama's website. Unlike the Obama incident, which redirected the user's web...
Via Netcraft: Clinton and Obama XSS battle develops. Excerpt:
Following the recent cross-site scripting attacks against Barack Obama's website, Finnish security researcher Harry Sintonen has published an example of a cross-site scripting vulnerability on votehillary.org.
Sintonen's example submits a POST request to the Vote Hillary website and injects an iframe, causing the site to display the contents of Barack Obama's website. Unlike the Obama incident, which redirected the user's web browser, Sintonen's method retains the votehillary.org URL in the address bar while displaying the opposing website.
Sintonen told Netcraft that he was inspired by the recent Obama attacks and first examined Hillary Clinton's official website at www.hillaryclinton.com. Sintonen did not find any cross-site scripting vulnerabilities on this site, adding that it looked quite secure, but subsequently found XSS opportunities available on the Vote Hillary website. Sintonen lives in Finland and has no strong interest in US politics.
While the example exploits have so far been relatively benign (limited to redirecting a user to the opponent's website, for example), future cross-site scripting vulnerabilities found on political candidate sites have plenty of scope to be much more serious. Obama's and Clinton's websites both accept monetary contributions towards their campaigns, so cross-site scripting vulnerabilities could be leveraged to steal money and identities from supporters.
Read the post on the Netcraft site to follow the links.
Blended Search: Hot News for PRNew data from Jupiter Research confirms that news gets the most clicks in blended search
Want more visibility for your news content? Get it online and optimize it for search.
While images are the most clicked type of result after a vertical-specific search, news items are the most clicked type of result within blended search results:
- 36% of search engines user click "news" results within blended search results
- Only 17% click a "news" result after conducting a news-specific search
- 31% click "image" results within blended search results
- Only 26% click an "image" result after conducting an image-specific search
- 17% click "video" results within blended search results
- Only 10% click a "video" result after conducting a video-specific search
36 percent click news and 31 percent click images. It pays to optimize every piece of news content you put out.
Load the content to your site first, then get it into the news engines and into the blended search results.
And yes, it does have to be optimized for search. The study also shows that two thirds of all searchers never get past page one of the search results. Your news and images need to show up on page one, so make sure it is optimized.
SEO PR is fast becoming a vital PR skill.
When governments don't understand the web Between school and a book and other blogging, I've been neglecting this site. But this afternoon I posted an item on my H5N1 blog that has a lot to do with webwriters' problems: When governments don't understand the web.
Between school and a book and other blogging, I've been neglecting this site. But this afternoon I posted an item on my H5N1 blog that has a lot to do with webwriters' problems: When governments don't understand the web.
The Slovenian Designer Recently I had the pleasure of seeing some of the work of a graphic designer, known as the Slovenian Designer. I was so impressed by what I had seen, that I decided to take a look through his blog. WOW! This is definitely a site worth spending some time on. Not only is he an extremely talented web [...]
Making Social Media Content Work For YouSocial media does have new rules, but some of the old rules apply too
Executing Social Media was a good conference. Everyone participated in the sessions, so we got the benefit of some very smart people sharing ideas about what works and what doesn't.
There were two excellent keynotes:
George Wright from Blendtech spoke about how the Will It Blend campaign came about and why it has been so successful. The videos have had over 40 million views and sales are up 5X.
Peter Shankman woke everyone on day two with his energetic keynote about where all this social media sruff might be going.
Being wired and on the grid is a fact of life. We have no privacy. Someone always has a camera or a laptop switched on and everything you do or say could end up online. What we do have is the ability to control what gets seen or found online.
His prediction is that we are moving towards a world where we have one tool that connects us and it's more about how we live our lives than the tools we use.
How can this be used to advantage by companies? Create PR stunts people will talk about and share. Since everyone is now a citizen journalist with a camera and the means to publish, give them great content that is worth publishing.
He did this for Harrah's.
As a way to promote their new Water Tower, the Harrah's Resort Atlantic City gave away $1 million worth of free hotel rooms in four major East Coast cities, starting in New York.
They had a bevy of beautiful models painted in the Harrah's logo on Wall Street giving away room keys. And it caused a storm of tweets and images, as well as mainstream media coverage.
LInda Zimmer made a great point in her wrapup - use best principles rather than best practices. What worked for one company may not be the right stunt or content for yours. Use the idea, but keep your target audience and end goal in mind..
Example: If HerRoom.com did a similar stunt to promote the Undie Awards, I am sure they'd get just as much attention and coverage - but a ton of traffic from young Wall Street hot shots would not sell any bras.
The old rule of the right message to the right audience still applies. It's just a new channel..
Is the Kindle the Next Big Thing? According to Farhad Manjoo at Salon, no: Amazon's Kindle won't spark your e-book fire. But it's a very interesting description of a gadget that's almost got it right.
According to Farhad Manjoo at Salon, no: Amazon's Kindle won't spark your e-book fire. But it's a very interesting description of a gadget that's almost got it right.
Offline Marketing Techniques Offline marketing is very similar to online marketing, either way, word of mouth is one of the best forms of advertising there is, but a huge part of that involves getting to know the people around you. Online, that might mean joining and actively participating in groups and forums. Offline that could be taking a sincere [...]
A US newspaper abandons print Via Isthmus/The Daily Page: The end of an era in Madison, Wisconsin. Excerpt: Good luck, Cap Times. You'll need it. Converting from a six-day-a-week paid paper to an online news site is like jumping from a very high cliff into a very deep and mysterious pool. The paper might be killed. Or it might be transformed. One thing's for sure: The Capital Times that Madison has known for 90 years...
Via Isthmus/The Daily Page: The end of an era in Madison, Wisconsin. Excerpt:
Good luck, Cap Times. You'll need it. Converting from a six-day-a-week paid paper to an online news site is like jumping from a very high cliff into a very deep and mysterious pool.
The paper might be killed. Or it might be transformed.
One thing's for sure: The Capital Times that Madison has known for 90 years will be gone. Online publishing is a fundamentally different proposition for both journalists and readers. Experts consider it a classic disruptive technology that reorders daily life for just about everyone it touches and destroys what was thought to be a durable economic model for the eclipsed technology.
Newspapers won't die off as quickly as slide rules did when calculators were introduced, but the changes under way are so epochal you'd be foolish to believe anyone who speaks confidently of what publishing will be like in 10 years.
"Nobody knows anything," as veteran screenwriter William Goldman famously said of the secrets to successful movie-making. The newspaper business is even more in the dark as to how it will make its next buck.
Meanwhile, via the Editor & Publisher website: Steep Decline at NYT while WSJ gains. Jeff Jarvis at BuzzMachine also comments on the Madison metamorphosis.
A lot of journalists are becoming webwriters, but they don't necessarily like the idea, according to this post by Amy Gahran on Poynter.org. And a lot of webwriters, whether they know it or not, are becoming journalists.
My Happy Crazy Life It isn’t often that I come across a blog that I am so impressed by that I find myself wanting to tell everyone I know about it, but My Happy Crazy Life is definitely one blog that I want to share with others. When I found this blog, authored by Amy Sue of the Zany Zebra, [...]
Spring Cleaning I've just finished grading the last assignments of the semester...and of my 41-year teaching career. With a little more free time, I hope to spend more time learning about webwriting, and overhauling this site, which is about four years old. As a first step, I've gone through the Web Writers and Editors list, updating a few links and dropping those that don't seem active. If you're an online writer or...
I've just finished grading the last assignments of the semester...and of my 41-year teaching career. With a little more free time, I hope to spend more time learning about webwriting, and overhauling this site, which is about four years old.
As a first step, I've gone through the Web Writers and Editors list, updating a few links and dropping those that don't seem active. If you're an online writer or editor, and you'd like a link to your site, drop me a note.
And if you're already on the list, drop me a note about how things are going for you. Are you getting enough work? Enough interesting work? Learning about the business? Joining the French Foreign Legion for better pay and working conditions? Found any other good webwriting resources?
Whatever, let me know and I'll post your observations.
Holiday Wishes Christmas Eve is not yet here in North America, and when it arrives I'm going to be very busy. We have family and friends coming for dinner, so I won't have much chance to blog. But the first thing I'll do in the morning is to start a batch of pulla, a Finnish coffee bread that for decades has been our Christmas breakfast. You're welcome to make it yourself: Download...
Christmas Eve is not yet here in North America, and when it arrives I'm going to be very busy. We have family and friends coming for dinner, so I won't have much chance to blog.
But the first thing I'll do in the morning is to start a batch of pulla, a Finnish coffee bread that for decades has been our Christmas breakfast. You're welcome to make it yourself:
Download recipe_for_pulla.pdf
My old friend Merlin and I take this opportunity to wish you a very happy holiday and a new year full of surprises that make you laugh.
Reading Obama The Tyee has published my article Reading Obama, a review of his book The Audacity of Hope. It should have some interest for webwriters, whatever their politics.
The Tyee has published my article Reading Obama, a review of his book The Audacity of Hope. It should have some interest for webwriters, whatever their politics.
Why a Book About Blogging Fails A few months ago I got a review copy of Blogwars, by David D. Perlmutter. Of course I was delighted, and I started to read it at once. Then I put it down. Today, facing a serious reading shortage, I picked it up again and made a real effort to get into it. It hadn't improved, but these stupid machines have taught me that we learn more from our mistakes...
A few months ago I got a review copy of Blogwars, by David D. Perlmutter. Of course I was delighted, and I started to read it at once.
Then I put it down.
Today, facing a serious reading shortage, I picked it up again and made a real effort to get into it. It hadn't improved, but these stupid machines have taught me that we learn more from our mistakes than our successes.
So what's wrong with a book by a highly successful writer and professor of journalism, on the subject of political blogs and their growing impact on American life?
Put briefly, it's a print-on-paper document that needs to be more like web text.
A major design problem
I can't blame Perlmutter for the design of his book, but design is a major problem. The body text appears in a reasonably legible serif font. But the paragraphs are absurdly long, and subheads appear rarely. When they do, they're cramped boldface, barely legible—with underlines.
Now, I've been telling my students since the mid-1990s that you don't underline boldface text. Robin Williams made that simple point in 1995 in The Mac is Not a Typewriter.
Worse yet, the book includes excerpts from blogs using vast swathes of sans serif text, much of it in italics (see pages 144-147 for a really bad example).
You can get away with sans serif in short paragraphs with short lines, but not in lines of 17 to 20 words—not on screen, and not on paper.
Much of Perlmutter's text offers some interesting observations on the effect of political blogging in the 2004 US presidential election. But by failing to exploit the style of effective web text, he effectively muffles himself and undercuts whatever he's trying to say about this medium.
How web text is changing print text
When I started to teach webwriting in the late 1990s, I tried to draw a distinction between the habits of print readers and those of online readers. As one who started reading print on paper in 1947, I'm very habituated to it indeed.
But Perlmutter's book has taught me that the web is actually changing all our reading habits. Short, concise web text, well laid out, has an impact we don't get over. When we go back to print on paper, we're too impatient to put up with long sentences and long paragraphs.
Some of my favourite political bloggers, like Glenn Greenwald, still haven't learned that. His posts are long, with endless paragraphs and tedious patches of italic quotations.
A blog like Power Line, whose politics I find regrettable, at least presents itself in short, well-designed paragraphs. (But Power Line should keep its text columns narrower, and use a serif font for body text.)
Greenwald is influential despite his print-oriented text. But he'd more influential if he turned his long-winded paragraphs into short, punchy statements.
Power Line doesn't persuade me, but at least I get its point in a hurry. And I recognize that its authors are trying to make their text readable.
I hope David Perlmutter does a new edition of Blogwars, preferably in time for the fall election. But I hope he gets an editor and a designer who know how to create a print analog of a website, so his readers will understand what he's trying to tell us.
The New Online Omnivores Last weekend I attended Northern Voice, a bloggers' conference in Vancouver. The Tyee has now published my comments on the event: The New Online Omnivores.
Last weekend I attended Northern Voice, a bloggers' conference in Vancouver. The Tyee has now published my comments on the event: The New Online Omnivores.
