Just came from the Rich Skrenta/ Gabe Rivera/Ted Shelton/Oliver Muoto panel, moderated by Charlene Li at the web 2.0 expo on the topic of Media 2.0 and emerging technologies, revenue models and audiences.
Notes and comments from that session follow:
The alt title of this panel might be geeks who love media and the question of the day is â€œwhere is next generation aggregation and media going?â€
Rich’s spiel is that folks don’t appreciate the newspapers subsidize the 4th estate more efficiently than blogging, even as the Net siphons business and readers from print.
Ted Shelton (Personal Bee/Technorati) says that is view of media 2.0 is that whole new range of people are going to star thinking of themselves as publishers a and as content aggregators and or curatorsâ€”the best things for the right audience at the right monument.
(Susan sez: This is personalization isn‘t it?)
- Everyone agrees that one big shiny brass ring is to do the best job of filtering UGC and pro content and giving people what they want in a smart roll up.
- In other words, delivering that content to people within roll ups and aggregators
- And personalizing or delivering the right content to the right people
- And working out the revenue model and the costs.
Muoto Google is considered the 800 lb gorilla, but small businesses have a lot of problems with ad words and ad senseâ€”they are too complicated to use and keywords can be too expensive. There is room for improvementâ€”not everyone is online buying advertising.
Shelton: How do we help brand advertisers take advantage of the Internet? Google does not (yet), addressed this.
Charlene asks Gabe and Rich: How did you build your audience?
Rich highlights how advertisers want small zip code segments and how that problem isn‘t solvedâ€”yet.
Gabe says that TechMeme is about the linksâ€”the relationshipsâ€”and growth has been driven by experiencing useful links as part of a larger web.
Ted Shelton (relentlessly plugging Technorati (already!) points out Technocrat’s virtuous circle of tools and content roll upsâ€”but also adds that his new employer got into this early and it is HARD to get traction in the audienceâ€”or to get customers.
Muoto says the novelty effect is great, but too limited. â€œIt is easier for people who are stars to rise to the top and get recognition.â€ (Susan sez: What does that mean?)
Charlene: Innovation comes from unique perspectives, early in the space. The big players may not have the speed or even the capability. What do bigcos need to do differently?
Skrenta: For big cos to be nimble it’s much more difficult to get things done. Having said that, Yahoo, in particular, has some very interesting businesses inside of it like Yahoo! Local and Yahoo! Groupsâ€”this is old stuff but it’s a compelling opportunity for local communityâ€”but if you can’t unify groups and message boards into the local services how can you move quickly enough to win?
Shelton says innovation is about big cos doing innovation but big companies can stifle smaller ones (he cites Caterina Fake’s example of her niece squeezing her pet hamster to death from an excess of love).
There’s more discussion about reaching audiencesâ€”Rich affirms that Google search is everyone’s start page; Gabe reminds us that many of the tech driven Media 2.0 start ups don’t have a persistent, lasting valueâ€”the founders were â€œtoo in love with the technology.â€
Muoto says audience development is the most important problem facing small web businesses.â€
Shelton: The mobile internet is going to put the final nail in the coffin of media. Ubiquitous mobile devices will finish off newspapers.
The talk continues for the alotted hour, but the (large and diverse) audience seems sluggish; interested in business models and specific tips more that high level issues, I suspect.