Earlier this year, Rupert Murdoch suggested that News Corp would restrict all its content within paid walls, perhaps going so far as to remove their content from search engines. With Google responding by very publicly stating how they can help newspapers and adjusting to allow publishers to limit users to view five pages a day without registering, it would seem that media giants still hold power. But this is less a complete collapse of media channels and more a merging of media with new reading platforms – desktop, browser, e-reader, mobile, tablet, etc. Publishers are just now starting to innovate on these mediums, developing new experiences and new ways to read.

The e-reader market has been picking up a lot of steam recently – Kindle just had their biggest sales month since launching and Barnes & Noble’s Nook joining the market, which, despite recent reviews, has continued to pique consumer curiosity. Apple is rumored to be releasing a tablet early next year, and companies such as Vook (a LaunchSquad client), are creating new reading formats. Just in the past few weeks, we’ve seen publishers left and right announce new initiatives that respond to this e-reader and tablet excitement.

Condé Nast announced last month its Digital Magazine Initiative starting with an e-reader version of Wired magazine, and the publisher has also been experimenting with iPhone app formats for its content, in the form of GQ’s Men of the Year issue. Early this month, Time Inc. released a demo of a new digital version of Sports Illustrated, complete with photo libraries, video and interactive ads. While its own physical tablet prototype has been developed, like Condé Nast, they’re not committed to any one particular platform yet. Hearst, just last week, announced a partnership with Sprint to launch Skiff, an e-reader platform and digital store focused on connecting publishers with marketers, in 2010. To top it all off, the five major periodical publishers – Condé Nast, Meredith, Time Inc., Hearst and News Corp – are coming together to create a “Hulu for magazines,” a digital news stand where readers can purchase and manage their subscriptions. The main challenge will be to develop digital standards and formats, so that their varied content can be viewed equally on a wide variety of devices – soon-to-come color e-readers or more multi-media friendly tablet computers.

Similar to the changing way we approach reading novels and longer-form magazine pieces, the way we consume the news is still taking shape. Customization is the new way to take in news – whether it’s your Tumblr community or your Facebook feed, we are hearing about and reading news in an instant and curated way. Twitter, for some, has come to replace RSS, news sites and even search as a main source for breaking news, and with its newest lists feature, it’s even easier to filter the stream and be selective about how you skim and read. PubSubHubbub is working with blog and social networking platforms to bring these updates and posts instantaneously to your networks and companies like ShareThis (client) are helping media fit into this new “sharing economy,” allowing them to capitalize on the virality and engagement of forwarding, retweeting, liking and voting. Even Google is trying to adjust old-world media to find a place in the online way of reading, with Living Stories, which is a new project in collaboration with the New York Times and The Washington Post that presents on-going, evolving stories in a new online format. All these means are helping us stay informed of content through a closer social circle or curated set of sources.

Mobile devices, and especially iPhone and Android platform, take real-time and personalization to another level by putting the content in your hand wherever you are. Apps from local news sources like Fwix (a LaunchSquad client), Outside.in or Topix show what’s happening in your neighborhood, and Fwix’s even allows users to “report news” in real time, directly from their phones. In addition to news and e-reading, there are also many apps that are useful for saving, noting or commenting on what you read. Instapaper is an iPhone app and bookmarklet that allows users to save articles and blog post to read later, a task that it invaluable for anyone that is keeping track of news during their busy work day. Evernote (another LaunchSquad client) is another great app to save and organize not only your own notes and photos, but Web pages and text from articles. This mobile reading is a shift beyond your typical browser reading – it’s not passive reading and goes beyond the conversation, it’s also personalized, localized and relevant to what we are doing in the physical world.

Technology is changing the way humans are interacting with text, with content. There’s no standard yet as ubiquitous as unfolding the morning paper, but it’s not for lack of trying. Give it some time though, and a few platforms will start to emerge as front-runner in this nascent market. Whatever does emerge as the new way we read, it’s going to be a whole lot different than unfolding that paper.

So, Clive Thompson’s piece in Wired, “Clive Thompson on the New Literacy” was a breath of fresh air. In it, Thompson analyzes a study done by a Stanford professor that claims that we in general, and kids specifically, are writing more now than ever, and amazingly, 38 percent of that writing is so-called “life writing,” or personal writing.

This is remarkable if you think back to the pre-Internet and e-mail proliferated 1990s. People simply didn’t write back then unless it was for class or work. I remember when I got my e-mail account in 1997 during college, I used this mysterious new creature primarily for sending assignments and occasionally writing cute little notes to my girlfriend, which still felt oddly impersonal. But think how much that has changed. We now use the written word for interpersonal communication more than any time in history. Yes, some of those conversations are, “OMG, u r the gr8est person I no. LMFAO!!1!” – but it’s still transmission of thought through the written word, something that was dying in the pre-Internet era.

That idea of the Internet killing off writing is beyond irritating and is simply not true. For all the “LOL” and trite abbreviations we see online, there is also a ton of useful stuff that kids – and adults – read and write. People simple read and write a ton more than they did 10-15 years ago. And to all the fuddy duddies who complain about the “death of prose” – please, shut up. More reading and writing is a good thing, be it in the long-winded, haughty pages of the New Yorker, or the adolescent ramblings of MySpace.

Online publishers, Spanefeller says, are hindering the growth of the industry by adopting the remnant pricing strategies established by the ever-struggling airline industry. Yet, when it comes to pricing reform, is Spanfeller’s characterization of remnant ad units, and the ad networks that sell them, as the major problem facing the industry an oversimplification of the problem?

Fundamentally, Spanfeller’s argument is rooted in the assumption that by offering unsold advertising units to ad networks, who in turn make this inventory available to advertisers at a significant discount, online publishers have created massive price erosion in the market. After all, why buy ads at rate card prices when you get the same or comparable inventory for a song through a network?

Following this logic, Spanfeller suggests that by eschewing the remnant model, publishers will sustain higher prices for their ad inventory and increase revenue at higher profit margins, thus driving the industry to new heights. Mission accomplished? Yes and No.

Truth be told, there are properties that have gone the DIY-only ad sales route. ESPN, for example, announced that it would no longer work with ad networks in May of 2008. As a top online sports property, ESPN made the decision that it would rather lose revenue from unsold ads than face pricing pressure from ad networks. Advantage Spanfeller.

However, for a much larger segment of online publishers that don’t have deep relationships with advertisers, large sales forces and premium content, casting off ad networks is simply not an option. Even NBC Universal’s iVillage unit admits that while some sections drive lots of traffic, they don’t appeal to endemic advertisers, making ad networks a viable way to drive revenue that would otherwise be lost.

The bigger question – one which Spanfeller doesn’t address – is which approach will drive more ad dollars into the market and create a bigger opportunity for publishers long term?

In a recent quarterly report, LaunchSquad client BrightRoll reported that while CPMs across its video ad network were flat between Q1 and Q2 ’09, overall revenue generated during the same period was up more than 200 percent. BrightRoll’s report illustrates that affordable prices are attracting more dollars into the video advertising segment. A rising tide floats all boats right?

Former client Adify, which delivers a platform for building vertical ad networks, allows media properties to offer reach to customers across their premium content and that of longer tail publishers by aggregating the ad units into a single, easy-to-buy network that streamlines the ad buying process.

Both examples signify that the real problem facing online publishers is not remnant inventory and ad networks, it’s moving more dollars into the medium and providing an easy way for media buyers to spend them at a time when reach, cost-effectiveness and efficiency are king.

Only time will tell if online publishers will embrace the model proposed by Spanfeller. What’s true is that the customer – in this case the media buyers, planners and strategists – is always right and the winning model will be born from an understanding of the unique challenges they face, not the desire to preserve old media pricing strategies.

But have you noticed the shakeup going on with local broadcast news as well? The local news used to be all about connecting with the personalities on the air. It was all about loyalty. You watched because you related to certain anchors and reporters like they were your neighbors. The personalities that drew the best ratings would command the best salaries, and the stations would pay them to keep the audience tuning in.

However, just like in the print media, economic realities are forcing changes in the broadcast world as well. The 6pm news, traditionally a staple of the American family, just isn’t as significant anymore. Audiences and revenue are down as more people turn to the Internet as their source for news. The on- air personalities that used to be the main attraction for a local affiliate are becoming displaced by cheaper talent, as stations look to cut costs.  This is especially true when it comes to how local news stations are covering sports.

Growing up in Boston, Bob Lobel was my guy. He was the legendary face of the Boston sports scene as anchor and sports director at WBZ-TV for almost 30 years. He was relatable and entertaining – He was like listening to your buddy tell you what was going on in the sports world. Lobel was also well-known for using sarcastic catch phrases like, “Why can’t we get players like that?” when any former player from a Boston team is shown making a big play for his new team.

Last year, the station bought out his contract as part of a round of layoffs, and for me, it felt like a childhood friend was leaving town. At the time, I didn’t see foresee that it was part of a larger trend, but it was really just the beginning. In March 2009, New York affiliate WNBC let go of Sports Anchor Len Berman after 20 years on the job, as the station cut its sports department from three reporters down to one. Plus, earlier this year Fox affiliate KVVU in Las Vegas scrapped sports as part of its local news altogether.

It makes sense really. While Lobel and Berman added credibility to the newscast, the immense success of ESPN and other all-sports Web sites mean that local sports anchors rarely deliver breaking news anymore. They are relegated to providing that night’s highlights and box scores. Couldn’t anyone, including the news anchors do that?

While I understand the changes that are happening in the local news landscape, I still see value in getting the local perspective. It’s more relevant and provides a certain color that can’t be delivered through a national lense. What does the future hold? I think more local papers will fade away, while other companies, like our client, Village Voice Media will thrive by adapting to the changing times.

And while local broadcast stations search for the right programming mix that will translate into a successful news program – resulting in higher ratings and increased ad revenue – the fact remains that I miss tuning into personalities like Lobel whenever I visit Boston.

Well, at least I have The Boston Globe – for now.

In a world of short form (blogging, email, Twitter), style often tends to get neglected. To clarify, the proper language that has long been taught in grammar schools seems to have become less and less relevant. I’ve been known to lazy out of writing “by the way” in lieu of BTW. Reading a bevy of blogs (from tech to food, design, news and everything in between), I’m often struck by how style-less writing seems to be these days (at least from the grammar rules perspective). I’ll admit, I too happily write run on sentences and misuse punctuation marks on my blog because I can. But style, it seems, can be taught. And it doesn’t have to be a rigid, bad thing.

Even Twitter, it seems, can have a style guide. In a world where communication is increasingly more micro, The Elements of Style is a little book that seems to hold the key to writing that speaks volumes, without a microphone. As someone whose job depends on clearly communicating a story, I find the message behind The Elements of Style relevant to every medium that I use to communicate. In fact, I find myself concentrating hard to understand exactly what I am trying to communicate. When looking at an email window, I always ask myself just how important the stuff below the line is. If the story is compelling and it’s clear, the main message should fit in the first paragraph–the rest is just anecdotes and logistics.

Reading this little book makes me appreciate the art of writing in a new way–and in a way that I think transcends whatever medium I’m using–be it Tweeting at someone, sending a brief pitch, writing a blog post, or even a thank you card to a dear friend. As newspapers face uncertain times, and the blogosphere continues to become a more and more relevant source of information and entertainment, it’s important to remember that with change, we shouldn’t forget tradition. Few rule books have stood the test of time, and true devotion of so many talented people, like the Elements of Style. As the media world continues to adapt to new mediums, the fundamental core of clear and concise writing still remains the foundation of the message.

There has been a bit of chatter that the Extra feature simply adds “unnecessary clutter” to the page, but I personally love it. The Grey Lady has long been my go-to source for news, supplemented by various other relevant sites. Their move to aggregated content on the site makes me even more likely to log onto the online site first, and will keep me coming back throughout the day.

In case you are curious, all the links come via Blogrunner, the buzz aggregator that the New York Times has owned since 2005 that has been responsible for publishing competing technology news on the site for quite some time.

As the future of newspapers comes into question, it is nice to see such a prominent player in the space make a bold move to change their online model. People who do not like Times Extra can simply click the “Switch Back” button to default to the standard home page.

Gladwell has his critics though. Many of his detractors focus on the fact that his stories in both “Blink” and “The Tipping Point” are enjoyable (though maybe stretching credibility), but overall not actionable or useful for marketers. Tales of speed dating, the rise of Hush Puppies, and sizing up presidential candidates don’t lend themselves to serious use. Gladwell’s next book, “Outliers: The Story of Success,” promises to provide just that level of seriousness in scrutinizing the “Boot strap” mantra of the American Dream.

“Outliers” will go further than Gladwell’s previous books, starting with research morphed into dazzling story, then adding on prescriptions to issues that plague our modern society. Why do some people reach extraordinary heights in life, while others simply get by?  Of course Gladwell includes some more trivial questions like why do Asian children seem more adept at math or why are more hockey players born in January? But why not look into some of the most extraordinary people like Bill Gates or The Beatles? Can you show that star individuals like these would never have reached their astronomical heights without strings of amazing opportunities and open doors? Gladwell proposes to do just that, opening up a new perspective on the hidden truths behind patterns of success and privilege.

Does your success arise from your own hard work? Or is the sum of many unique opportunities and factors outside your control responsible for your rising rank?

Yeah, kinda weird. Turns out it was a stunt repeated in cities all over the world, called Park(ing) Day. Pretty cool, actually. It started in San Francisco three years ago as a guerilla project done by REBAR, a local artists group, as a way to draw attention to the need for more public space in cities. The idea flourished and went global. I took the opportunity to interview Jake Gilchrist, a project manager with the Trust for Public Land, who was manning the Mission Street site to find out a bit more about the project:

But this most recent era of change has sadly brought into serious question the basic long-term viability of the daily newspaper. Lots of concerned folks, such as Paul Gillin over at Newspaper Death Watch, are watching this issue closely, pondering what’s next and mulling the short-sightedness of investors like Bruce Sherman, who view the media as just another opportunity to make some cash, ignoring its vital role as public watchdog and the backbone of a free democracy.

One particular value that the newspaper had the unique position of delivering was world-changing investigative reporting on issues that were too complex, risky or costly for broadcast or new media to tackle. I’m talking about Pulitzer Price winning journalism such as the Chicago Tribune’s exposure of faulty governmental regulation of toys, car seats and cribs and the Hartford Courant’s exposé on suicide among American soldiers in Iraq, leading to policy change to address mental health problems amongst military personnel.

Ever since Knight-Ridder was forced to sell and divest its once-formidable newspaper holdings in 2006 by frustrated shareholders looking to cash out, I’ve been worried about who’s going to take on this important societal role. Investigative journalism is an often thankless, tedious and expensive proposition, and you never know if there’s even going to be a story in the end. So naturally, as newspapers have struggled and been forced to cut costs, this is one of the first areas to be slashed.

But, a few months ago at a VentureBeat party, I met a young ex-journalist named David Cohn who had the germs of an idea that got me excited about how we can help make sure someone’s keeping tabs on the bad guys. Cohn, a former tech and science reporter for Wired, has created and is getting ready to launch Spot.Us with the goal of creating a new business model that can sustain local investigative journalism. The basic idea is this: a freelance reporter will come up with an issue he wants to follow and proposes a budget for how much it will cost to develop. The idea is then percolated within Spot.Us, where donations from the public can be pledged and processed. Once the goal is met, the story gets launched.

“This is a way for the community to come together to help fund investigative journalism through small donations,” says Cohn. “If you get 100 people to give just $15, that’s enough to pay a journalist to do a story on something that will benefit the community.”

Once the project is finished, it will then be given away to news organizations who can run it at no cost both in print and online. If a news outlet wants exclusive access to the material, they then pay back the original donors, who can then donate to another story being proposed.

Everyone benefits in this scenario: The paper gets free, compelling content that they no longer have the resources to support, helping to keep and draw in readers; the journalists get paid for writing stories that interest them; and society has a system in which more in-depth, investigative journalism can survive.

Ironically, Cohn is building Spot.Us with the help of a grant from the Knight-Ridder Foundation, a remnant of the once-mighty media conglomerate that is dedicated to promoting journalism and supporting the 26 communities where the company formerly operated.

Cohn and his network of freelancers have some interesting early stories in the queue, starting in the Bay Area, which is their first area of focus. The first proposed piece aims to explore whether cement plants can clean up their environmentally unfriendly practices and stay in business, or if they will simply move out of California to less eco-sensitive States and keep on polluting. The story is currently 61% funded and needs another 14 donors to give $10.

A second story is one that I’m sure all of us are concerned about: the credibility of political advertisements (is that an oxymoron?). Newsdesk.org editor Josh Wilson is interested in examining all of the political ads in San Francisco headed our way in the weeks leading up to the election. The story is 75% funded and needs only $500 more to meet its goal. I can’t think of a much better cause than keeping the political manipulators in check. If not these folks, then who?

Update 8/27/08

Great news! Josh Wilson’s story about the political ads was just fully funded and will go forward. Look forward to seeing what Josh finds out; hopefully it helps keep the political marketers in check and the voters educated.

Read David’s enthusiastic note here.

The research process was clearly imperfect, but all things considered, I think they provide a pretty accurate look at what IT topics are being covered the most these days. To get the data, I took about 20 of the most common terms and industry categories and searched the sites of nine popular trade outlets (i.e. InformationWeek, Network World, ZDNet, CIO Magazine) to find out which ones were most popular. A couple terms appeared so few times, they didn’t make the final list (accounted for in the “other” category), but the following 12 topics are frequently discussed – some more than others – in IT media.

Hot Topics in Tech Trades

Marketing and PR folks like ourselves can come up with as many catchy terms as we’d like, but one thing that will never change is that security will always be a top-of-mind issue amongst IT professionals. Our research results show a whopping 20 percent of stories addressing the topic, more than any other. Security has always been and will continue to be important to people, in technology of course, but across virtually all facets of society – automotive, airline, finance, government – people want to feel secure, and the same goes for the IT world.

Storage is tied as the second most discussed topic with 14 percent of the total. As Internet and business needs continue to grow, companies will always need additional storage to keep up with the demand, and it will therefore continue to be a highly relevant topic in IT. One example is LaunchSquad client Ocarina, which optimizes online storage for media-rich, digital files and images, clearly an emerging problem as online data grows exponentially with increased bandwidth and Internet ubiquity.

Virtualization is admittedly a broad term, which probably accounts for it also coming in at 14 percent. But all things point to this being a very important and timely issue that is of increasing interest to CIOs and IT managers. We’ll hear more and more about this topic as the push to virtualize additional IT resources like desktops, servers and storage continues. Some believe this trend is part of a “perfect storm” brewing within IT, so it’ll be quite interesting to see how the topic progresses. Look for some exciting stuff on this issue soon from new LaunchSquad client Precise Software Solutions.

A result we found particularly interesting is that SaaS (and its sister cloud computing) generated almost five times as much coverage than enterprise software. While SaaS has been a growing slice of the enterprise software market, these numbers would suggest its popularity is driving the software market, which aligns with most projections that the future of software will be dominated by on-demand models. Good news for our SaaS clients, SuccessFactors, Daptiv, InsideView and Awareness.

As we’ve discussed previously on Exclamation, cloud computing is an increasingly used buzzword and is getting more attention in IT media. Cloud computing has technically been around for a while as it refers to anything that uses the Internet to allow people to connect to technological services. With just three percent of market share in the IT trades, we expect that number to increase as IT shops get more comfortable with the concept and its benefits.

All in all, a pretty interesting overview of what’s truly hot in the tech space. It might not be true in the tech industry that “one day you’re in and the next day you’re out,” but trends do come and go as new technologies emerge and companies continue to grow and adapt to the constantly evolving needs of their business.