BuzzMachine
by Jeff Jarvis

July 13, 2004

Cost per impressed

: Ross Mayfield continues the converstion about finding new metrics to measure the real strength of this new medium: influence. And I love this line of his (my itals):

What’s different with new media is simply that it’s not the number of impressions you make, but who you impress. In other words, instead of subscription counts, its the number of subscribers my subscribers have, discounted by the probability of my memes getting through. Cost Per Influence.
I'm at the airport headed to Detroit to speak with marketing folks at a certain big international auto company, invited by a certain big interactive ad agency, and this is one of the points I hope to make: Yes, we need to provide the measurements with which advertisers are comfortable -- audience, demographics, reach, frequency -- but we also need to find the ways to measure the unique value of this two-way medium, where it's about relationships.

: Adman Tom Hespos adds his two cents.

Public v. private blogging

: On the Guardian blog (no damned permalinks!), Jane Perrone reports on Mena and Benn Trott's talk at Blogtalk:

They were saying that the 1% of 'political pundit' weblogs distort the image ofwho bloggers are, when the reality is that 99% of bloggers are not writing about political issues and arguing about ideology, but writing about their personal lives...
I don't buy the numbers but this does raise an interesting and needed queston: How many blogs are intended for public consumption? How many are media and how many are communication? The number of media blogs will continue to grow but so will the disparity as this, the world's easiest publishing tool, is used for publishing anything, even shopping lists. The fact that all these different uses are made of the same tool says nothing about any of those uses. That is, just because novelists and secretaries used typewriters, nobody assumed they were all writing when they typed. So it's meaningless to look at percentages of total blog tool use and draw conclusions. What will be meaningful is to separate media from communication and then look at how many there are, what traffic and audience they get, and what subjects they cover.

Did he run out of hot air?

: Michael Moore started his blog... and promptly abandoned it after two entries, including:

Stopped in at the theater showing it across the street from Ground Zero. Chatted with people on the way out and answered some questions. Then the Spiderman crowd came out. A few of them weren't happy to see me. Some guy said, "I hope they don't put a bomb in your theater." Such a pleasant remark considering the neighborhood we were in....

Yes, it's true, I'm on the cover of Time magazine this week. And Entertainment Weekly. Sports Illustrated swimsuit issue is next!!

Exploding TV

: MarketWatch's Bambi Francisco speculates that Yahoo will (or should) start online reality TV or sports channels.

Didn't they spend a fortune on Broadcast.com and then kill it?

But Francisco's not wrong. Times have changed. Yahoo would be positioned to start original programming. It is thick with entertainment execs -- Terry Semel, Jim Moloshok (who was just shifted full-time to the business of entertainment). And, as I've been blathering here for sometime, the cost of production is plummeting at the same time that traditional networks are starting venture into starting online networks. Lines blur. Opportunities emerge.

Want to start a reality show? Do it on your own. Then get distribution on Yahoo. The same goes for radio shows. Even blogs....

The war

: Andrew Sullivan said it well and I almost agree with him:

To my mind, the war to depose Saddam is still justifiable, morally important, and will, if we stay the course, eventually be regarded as an important milestone in the war against terror. But at the same time, it seems to me that there's no denying that the actual case made by the Bush administration for war was built on false information....

But this remains one of the biggest government screw-ups in recent history. It has made future pre-emption based on intelligence close to impossible. And President Bush is ultimately responsible for this. Tenet has taken the fall, but it will take years and years before the U.S. regains the reputation for credibility that this president has destroyed. Even if you believe that Bush is still the best man to fight this war, you also have to concede that his record includes at least one massive error, and one that will cripple our ability to fight the war in the future.

I do agree -- as I've said here often -- that deposing Saddam was, in Sullivan's words, "justifiable and morally important."

But the problem is, Bush did not use morality as the justification for war. He used WMD -- which, not that I knew anything, I never saw as an imminent threat -- because that was the way to put together a coalition, even if a limited one. And, yes, Sullivan's right that our credibility and motives will suffer the consequences of the bad WMD intelligence.

But I blame both Bush and the coalition of the unwilling for that. If Bush had predicated the invasion on the moral necessity to get Saddam out to protect the people of Iraq from tyranny and to bring democracy (and prosperity) to this nation in the Middle East, he would have put both the French flock and the American left in the difficult position of being against human rights for Iraqis. Yes, we would have had a smaller coalition or no coalition at all, but we would not have had to trump up justification for the war -- if that is indeed what we did -- or find ourselves standing morally naked with no WMDs to cover our crotch.

It's all the worse, of course, because the aftermath to war was not well planned or executed. And because of that, our reputation for credibility and competence will also suffer. And that's an even worse shame.

The best thing that can happen for Bush right now is for Saddam to go on trial; it won't happen soon enough. But when Iraqis list his crimes against them and give witness to his tyranny, I at least hope that will remind everyone that there was another justification and need for this war that had nothing to do with WMDs and faulty intelligence and even oil. That has been entirely lost both by the right and by the left.

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