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Wednesday, November 28, 2007

News Corp unveils online advertising plans

November 27, 2007

The company plans to extend its new advertising platform beyond News Corp websites such as MySpace

News Corp has announced plans to enter the online advertising market, saying it will roll out a platform across its own websites - and sites belonging to other companies - in the first half of next year.

Peter Levinsohn, president of Fox Interactive Media (FIM), said the platform - known internally as FIM Serve - was initially built for MySpace, the social networking site owned by News Corp, but would ultimately have a broader reach.

"We're well down the path in terms of discussions with some of the other News Corp properties to do ad serving," Mr Levinsohn told the Reuters Media Summit in New York. "Ultimately we'll take the company off network and become an ad network for assets outside of the News Corporation empire."

Mr Levinsohn said that FIM was already in discussions with companies outside News Corp, the parent company of Times Online, and that the new platform could be ready by the first half of 2008.

He added that the platform served only display ads - which account for the majority of the advertising revenue from sites such as MySpace, and that the new venture would not conflict with an existing arrangement with Google to serve MySpace's search ads.

FIM's announcement comes after a wave of frenzied purchasing of ad platforms by internet companies keen to capitalise on the burgeoning online advertising market, which is predicted to grow to $48 billion globally by 2009.

European anti-trust authorities are still scrutinising Google's $3.1 billion purchase of DoubleClick, announced in April, while Microsoft bought aQuantive, a DoubleClick competitor, for $6 billion, in August, and Yahoo! acquired the New York-based ad auction site Right Media in in July.

MySpace also recently announced plans to target more closely the ads it serves 110 million users by gathering information from interests expressed on profile pages, for instance movies or sport.

Facebook, MySpace's main competitor, said earlier this month that it would let users send messages to friends with advertisements attached, advising, for instance, when they had made a purchase online - a move that has been criticised by privacy campaigners.

Mr Levinsohn said that he used both MySpace and Facebook, and that he thought there was room for the two sites to co-exist. "I use them for different things...I think we're seeing an 'uber-user' develop that is using both," he said.

Monday, November 26, 2007

Turning Really Simple Syndication (RSS/ATOM) Feeds into Print Advertising Revenue

A Solution for Print Advertising on the Internet:


An online RSS Print Advertising Solutions application could lead to a custom content newspapers and magazines with personalized advertising delivered directly to the reader.


Really Simple Syndication (RSS/ATOM) or ATOM is a simple XML-based system that allows users to subscribe to their favorite websites. Using RSS/ATOM, a webmaster can put their content into a standardized format, which can be viewed and organized through an RSS/ATOM-aware software.
A program known as a feed reader or aggregator can check a list of feeds on behalf of a user and display any updated articles that it finds. It is common to find web feeds on major websites and many smaller ones. Some websites let people choose between RSS/ATOM and Atom formatted web feeds; others offer only RSS/ATOM or only Atom.
RSS/ATOM-aware programs are available for various operating systems. Client-side readers and aggregators are typically constructed as standalone programs or extensions to existing programs such as web browsers. Many browsers have integrated support for RSS/ATOM feeds. There also are other applications that can convert a RSS/ATOM feed into several usenet articles, viewable through the major newsreader software such as Mozilla Thunderbird or Forté Agent: an example of such applications are nntp//RSS/ATOM, a Java coded program, or RSS/ATOM Feed Converter a script for the popular mail-newsserver Hamster.

Web-based feed readers and news aggregators such as YourLiveWire require no software installation and make the user's "feeds" available on any computer with Web access. Some aggregators combine existing web feeds into new feeds, e.g., taking all football related items from several sports feeds and providing a new football feed. There are also search engines for content published via web feeds like Feedster or Blogdigger.


The headlines for the newspaper industry have been somber for some time. The Internet and other electronic-media platforms are drawing ad dollars away, and daily U.S. newspaper circulation recently took its biggest tumble in nearly a decade, falling 1.9% in the six-month period ended March 31, according to the Audit Bureau of Circulation.
With younger readers gleaning their news elsewhere -- whether "The Daily Show" or Google's news Web site -- newspapers have strong competition that can offer even fresher information in an easier-to-use format. Experts advise newspapers to experiment with their Web sites and other high-tech ventures as a way to snag this new digital audience.


The Newspaper Industry needs a sustainable online platform that will generate advertising revenue to compliment their off-line business model.

The model I am proposing to solve this problem is RSS/ATOM Advertising Exchange, or Syndicate Advertising Exchange (SADEX.)

The SADEX platform consists in the development of three online applications to provide an elegant solution to advertising on the Internet through RSS/ATOM/ATOM feeds.

The key to this solution is the development of a SADEX protocol in conjunction with RSS/ATOM readers, Web Browser, Bloggers and other types of newsreaders.

The SADEX protocol is a web application is a clearinghouse for online web Advertising categorized by a set of geographic and economic data. The function of the SADEX is to assign online advertising to RSS/ATOM feeds provided by, Newspapers, Magazines, Blog Houses and other news sources.

The SADEX applications do the following:


To attach advertising to RSS/ATOM feeds

SADEX RSS/ATOM Advertising Exchange

Collect, Categorize and attach online Print advertising to RSS/ATOM feeds based on a set of preset criteria such as geographic location, interest, income, age, gender, etc.

RSS/ATOM SADEX Reader ( Such as

Display and print RSS/ATOM feeds and attached print adverts in user friendly formats through existing RSS/ATOM readers, Web Browsers and a SADEX developed news reader.

Proprietary Advertising format

In order for SADEX to build and protect its brand a proprietary Advertising File format may be necessary to convert existing Ad files into SADEX files. Strategic partnerships with the likes of current business industry leaders Such as Adobe Acrobat may be pursued.

The utility of the SADEX application will generate Print advertising revenue on RSS/ATOM feeds that are currently offered to end users without any direct return on the service.

The SADEX application will have the ability to track each subscriber of any particular RSS/ATOM feed and attach customized print advertising regardless of location.

For example a subscriber in Los Angeles could subscribe to an RSS/ATOM Feed from “The Guardian News Paper” in the United Kingdom. The SADEX application will recognize the location of the subscriber in L.A. and have the ability to attach local print advertising to that RSS/ATOM feed through the SADEX application.

When this transaction occurs and a newspaper is printed revenue is generated for the “feeder” or provider, in this case “The Guardian Newspaper”. The revenue was supplied by the business, which inserted their advertisement into the SADEX system. The SADEX feeder will receive a small payment for the right to attach the print ad to their feed. The SADEX application will act as a focused online advertising tool utilizing RSS/ATOM feeds for Advertisers and a revenue generator for RSS/ATOM Feeders into the SADEX application.

The implications of a SADEX application, which can provide this kind of service, are great.

This application could lead to a custom content designed newspaper with targeted advertisiong and/or magazine delivered to your door, business or printer.


Some companies are currently in the position to offer such a SADEX type service such as but would require a partnership with a RSS print solutions application the likes of the

Monday, November 19, 2007

Giving Away News, New Ad Model -Rupert Murdoch

Breaking News from

Rupert Murdoch: Just Give It Away

What would you pay to read the news?

Increasingly, the answer is nothing, but that’s okay with big media – including even the pioneer of paid news content, The Wall Street Journal.

Soon-to-be owner Rupert Murdoch told investors this week he expects to increase readership to 15 million – from 1 million – by giving away access to Journal articles online.

By ramping up the numbers, he hopes the flagship of the Dow Jones news empire would be able to command a premium for ad space connected to its business content.

"Subscriptions thrive in an area where there's scarcity — content that people can't get anywhere else," said Rafat Ali, publisher of, told The New York Times.

"Other than that, you need an advertising-based model," Ali said.

Most other major news organizations long ago gave up on charging for their work, hoping to make the difference up in ads. And, until only recently, that seemed like a distant dream.

Editor’s Note: Bernanke Punishing the Dollar. More Profits Ahead.

No more. There’s big money online now — very big.

Internet ad revenues hit $5.2 billion in the third quarter, up 25 percent over the third quarter one year earlier, according to a study by the Interactive Advertising Bureau and PricewaterhouseCoopers.

All three quarters in 2007 set records, the IAB found. Experts estimate it will be a $20 billion-plus year.

"Marketers large and small have come to accept digital media as the fulcrum of any marketing strategy," said Randall Rothenberg, president and CEO of the IAB.

Most importantly for advertisers, an increasing number of young readers simply aren’t looking at printed content, or even at TV. They are reached online or not at all.

That’s driving the battle between Google and Microsoft to get more text ads into every corner of the Web — on social networks, cellular phones and into e-mails. Increasingly, too, advertising online is tied to action, a pay-for-play model where the cost is linked to clicking through and buying, not just seeing an advertisement.

Google, for instance, recently announced it would extend its hugely successful text ad system AdSense to mobile phone systems.

At about the same time, the search engine giant said it would also get into making its own phone, surely crammed with Google software — and plenty of a

Google Print Magazines?

November 19 2007
Google Magazine?
Michael Arrington

An interesting patent was granted to Google on November 8, titled “Customization of Content and Advertisements in Publications.”

A number of blogs picked it up and speculated that Google may soon begin to offer users the ability to create customized, printed magazines from Internet content. And print ads included in the magazine would be customized, too.

The speculation doesn’t appear to be far off. The patent, which was filed in May, 2006, points out the flaws in existing print magazines:

Consumers may purchase a variety of publications in various forms, e.g., print form (e.g., newspapers, magazines, books, etc.), electronic form (e.g., electronic newspapers, electronic books (”e-Books”), electronic magazines, etc.), etc. The publishers define the content of such publications, and advertisers define which advertisements (ads) may be seen in the publications. Since consumers have no control over publication content or advertisements, they may purchase a publication that contains at least some content and advertisements that may be of no interest to them.

Publishers often lack insight into the profiles of consumers who purchase their publications, and, accordingly, miss out on subscription and advertisement revenue due to a lack of personalized content and advertisements. Likewise, consumer targeting for advertisers is limited, and there is virtually no standardization for ad sizes (e.g., an ad that is supposed to be a full page may need to be reduced in size to fit within a publication). Accordingly, advertisers sometimes purchase sub-optimal or worthless ad space in an attempt to reach their target markets. Advertisers also have difficulty identifying new prospective market segments to target because they have limited insight into the desires and reactions of consumers.

The solution, Google says, is to give users the ability to search and browse their own content, and receive an electronic or hard copy version of the final product. And that final product will include advertisements highly relevant to the user.

Google also possibly sees the use of kiosks to create and print these documents:

…the customer interface documents may be provided via a kiosk. For example, kiosks containing the customer interface documents may be provided in stores (e.g., Target, supermarkets, retail stores, etc.) in a similar way as picture kiosks are currently provided in such stores.

Of course, this is just a patent at this stage, and Google’s history when dabbling with print stuff is terrible. It could be years, if ever, before Google tries to productize this. But I also wonder how effective this patent would be if established magazines tried to allow users to customize content in a similar way - Google could step in and claim infringement. Their hope, of course, would be to license the patent and supply all the advertisements.

Friday, November 16, 2007

New Feed Syndicate Blog

I've set up a new blog called "The Feed Syndicate". I'm billing it as Your RSS News Source where you can see all the latest News and Updates on the industry.

Check it out:

Wednesday, November 14, 2007

Internet Content Syndication Council Formed

Charter Members Include, Carat, CBS, Mochila, Pheedo and Studio One Networks

NEW YORK, October 24, 2007 - The formation of the Internet Content Syndication Council (ICSC), representing some of the leading companies in online content distribution, was announced today.

The purpose of the ICSC is to promote industry growth by:

  • Improving the understanding of what Internet content syndication is and how it works in the advertising, media and consumer communities it serves.
  • Increasing the awareness of Internet content syndication as a means of revenue generation for digital publishers, as a mode of marketing for advertisers and as a system of quality content provision to consumers and networks alike.
  • Establishing a "fund of knowledge" on quality outcomes, case studies and best practices for industry participants to fortify confidence in the system.
  • Providing an objective "third party" point of view on Internet syndication to ensure credibility.

Andrew Susman, CEO of Studio One Networks and the first chairman of the ICSC said, "There have been a number of major developments in advertising and marketing recently that suggest the need of a council to focus on issues that will arise as we enter a period of unparalleled growth."

Other Council charter members include: Andrew Pancer, Chief Operating Officer,; David Verklin, Chief Executive Officer, Carat Americas; Aaron Radin, Senior Vice President, Advertising and Business Development, CBS; Carolyn Bekkedahl, Chief Development Officer, Mochila; Bill Flitter, Founder, Pheedo.

The ICSC plans to perform such duties and projects as research initiatives, topical conferences, trend reporting and forecasting, newsletter publications and will also provide for syndication at appropriate interactive industry functions such as the ANA, IAB, MPA and others. The ICSC also plans to conduct quarterly meetings with member firms to discuss internal activities and identify and address industry topics.

Friday, November 9, 2007

Free The Feed! (Full RSS Feeds)

Like most rational people I hate partial RSS feeds! I say Free The Feeds! Imagine if a news newspaper had little links on the front page saying "Go to Page 2 to see the Headline!" No one would buy that paper. The same with Partial RSS feeds. I'm not buying it. What I do buy is a site like Engadget's full RSS feed with Rich Content and great photos that is why I feature them here on my blog. Free the feeds by inserting Ads into the RSS feeds the same way you insert any other content. I guess the powers that be at Feedburner and other sites don't see it that way because pratically every RSS feed I check out is a partial feed that I don't spend my time with.

I'll say it again FREE THE FEED!

Monday, November 5, 2007

Monetize Your RSS Feeds with The Feedjournal

With the roll-out of the FeedJournal's ( application newspapers, bloggers and any content provider now have the capability to "publish and print" their content online. Once advertisers see how easy it is to insert an ad within an RSS feed it will take them little time to figure out that a new avenue for print advertising is emerging online. Who'd of thought?


Sunday, November 4, 2007


Welcome to News Cloud Publications, your online RSS/Atom feed publisher.

News Cloud Publishes the following RSS Content for you to print out and enjoy:

To Publish and Print Today's Newspaper

News Cloud

Featured RSS Feeds covering the World, Business, Technology, Sports, Entertainment and Politics.

News Cloud Weekly*:

A Publication of the Weeks most interesting Content.

News Cloud Business Journal*

In depth Articles covering the world of Business

News Cloud Coffee Table

A compilation of the weeks most compelling photographs

* To be Announced

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