Post on 16-Apr-2017
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.