A Quote by Norman Pearlstine
The issues for journalism and journalists, we see obvious places where presentation is very different in a digital space from traditional print. If you go to a New York Times homepage, you cannot get to a story about the Ukraine without a click-off on a banner ad or a slide show. They're not alone in that - you think you're clicking on a video about a news event and you have a 30-second ad that you have to watch before you can get to it.
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YouTube offers the best solution by running an ad before showing the video, but also offering a 'skip ad' button that you can click after five seconds to go directly to the video if you are not interested in the ad. Now, that's what I call consumer sovereignty!
Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the button and trade out the ad. So for the first time ever, a consumer is in control of their ad experience. For us, it's a big win because users are able to take control of what they see.
If you're Burberry or Gucci, you're not going to run a banner ad. To get brand ad dollars to move to digital, you need to create a beautiful experience.
You can't just repurpose old material created for one platform, throw it up on another one, and then be surprised when everyone yawns in your face. No one would ever think it was a good idea to use a print ad for a television commercial, or confuse a banner ad for a radio spot. Like their traditional media platform cousins, every social media platform has its own language.
If you subscribe to any online service, whether it be AOL, Google, Yahoo, or the Huffington Post, have you noticed that you are forced to watch a seemingly endless ad before the video story appears about a news item that caught your eye? AOL and the Huffington Post are especially annoying.
Every night I watch the nightly news. It's funded by the pharmaceutical companies. Virtually every ad is a drug ad. They get their say every night on the nightly news through advertising.
Utilities get out of the way. Can you imagine if you flipped a light switch and had to watch an ad before you got electricity? Can you imagine if you turned on a faucet and had to watch an ad before the water came out?
The 'New York Times' is my homepage because it forces me to go right into the news.
For blogs today, it's really about content creation and partnering with a brand. You can get the news in so many forms and so many places. A tweet now is enough to tell you about a story. People don't have to click to go to your site.
It's weird doing a show on a Saturday, because we get the news after everybody had their way with it. We still have to find a way to get something fresh out of the story, but also keep the integrity of it. A lot of times the obvious take is so obvious it's already been on Twitter, so we gotta find a new thing.
The news is a public service. It's a way to inform people of what's going on in their world. And when you make it about ratings and make it about ad dollars, there's no incentive to inform people. The incentive is to be sensationalistic and get as many people to watch as you can without any regard for truth or objectivity.
I'm not an ad-libber. If I'm asked to ad-lib, I can ad-lib forever and it's really fun to do that, but I find that well-written scripts are put together very carefully. Once you start to ad-lib and add words to sentences, there's a slacking that happens. When it's good writing, it's taut. I'm not judging people who do ad-lib.
Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a good ad campaign.' So, there is a little bit of slippage there. That's just a caveat. That's different from actually having an effective ad campaign.
Buying a banner, you have no control whether ten different people see your ad once, or one person sees it ten times.
Citizen journalists can attend events traditional journalists are kept from - or have overlooked - or find and highlight the small but evocative story happening right next door. By tapping this resource, news sites can extend their reach and help redefine news gathering in the digital age.
I get up at 7:30. I grab a canvas bag and go out. I say hello to the people in the supermarket and liquor store. I buy the 'New York Times.' I go to the beach and think about characters and plot.
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