The history of native advertising as told by HBO's "Last Week Tonight"

As I head to the Mega-Conference in Atlanta this week (big conference for newspaper and online publishers), my goal is to learn more and understand what I already think I know a little better. That might be tougher than it sounds, given the ever changing landscape for publishing and marketing these days.

Native Advertising is a great example. It has been around for us to get taste of what it can be. In some businesses, including mine we have a baseline for revenue that we can now build on for the coming year, hoping to replicate the huge growth we all read about in various publications and websites. 

In preparation for Mega-Conference, I have received dozens of notes, calls and emails from current and potential vendors. All of them asking for a few minutes of my time to discuss possible business partnerships. The best one of all of them came from a friend of mine, Paul Camp from Content That Works in Chicago. Content That Works has been trying to get out in front of the native advertising game, and has done a good job so far.

But even Paul and Content That Works won't pretend to know all that there is or where this potential beast is going. And they don't take themselves too seriously either. Check out this roughly 10 minute history and commentary on native advertising, from HBO's show "Last Week Tonight"

http://youtu.be/E_F5GxCwizc

Happy Monday!

Speeding up TV programming to delivery the necessary impressions for advertisers

Many years ago during my radio days, I would substitute host for a popular oldies show "Sunday Night At The Oldies." This was late 1980's and we were still spinning actual records for our music, as compared with digital music libraries that stations have in place today.

When we set up the turntable, the rpm's were actually slightly excellerated. It may have been explained as to why, but I honestly don't remember the reason. As I read today's issue of The Wall Street Journal I am reminded of this practice and may have found out why this was done.

Forward (pun intended) to today, and cable channels are speeding up their programming to fit more commercials. As the cable world continues to fragment, ratings have dropped meaning to delivery the needed impressions, cable networks are having to deliver more ads.

It has been common practice to eliminate or at least limit intro and ending credits. Law and Order normally has a 1 minute 45 second intro, but it is only 24 seconds on cable today. But now programmers are playing with the speed of the actual show.

Does Jerry Seinfeld sound a little high pitched on TBS? Probably so, as they are using this technology to speed up the episode. My favorite example of this is with the Wizard of Oz. The munchkins are already with squeeky high voices. They are using the technology for this movie, making the voices even higher.

As the audience / programming revolution continues, the business side of programming will have to continue getting creative to squeeze out the audience and the revenue necessary.

A couple stories on this topic:

http://www.snopes.com/radiotv/tv/speeded.asp

http://www.wsj.com/articles/cable-tv-shows-are-sped-up-to-squeeze-in-more-ads-1424301320 story is behind the WSJ paywall.

What the Super Bowl taught me about being a better person, stronger businessman

It has been a week since Super Bowl 49. The game was excellent; but for me the halftime entertainment and the commercials were average. But that is not my observation from the big game. I think a lot of people could learn lessons to help better themselves in their lives through some key events that happened.

This is not about Pete Carroll's play calling decision, though I would have run it. I grew up in a family that spouted the Woody Hayes philosophy to passing the football (Hayes was the long time head coach at Ohio State University). Hayes is quoted as saying that when you pass the football, "only three things can happen, and two of them are bad."

This is about Malcolm Butler, the New England Patroit defender who intercepted the Seahawk's pass in the end zone to secure the win for the Patroits. On my drive into work the day after the game, ESPN's Mike & Mike secured what I think may have been one of the first interviews with the newly minted football hero.

What struck me most about the conversation was the path that Butler had taken to get to the iconic game. He didn't get recruited by the big programs out of high school, didn't get drafted once he was done with college and didn't get the mega-signing bonuses that you see and hear about all of the time. Malcom Butler comes from very humble roots, and not that long ago.

The next time you visit a local Popeye's for some chicken, look around. Probably not the place you'd expect to find a Super Bowl champion, but that is where Butler found himself just a few years ago. After two years of high school football in Vicksburg, Mississippi, Butler attend the football powerhouse of Hinds Community College. And he was kicked out, and ended up at Popeye's working part time. Eventually he made his way to West Alabama, a division two football program.

When asked about his path to the Super Bowl, the ESPN announcers asked him if he ever thought that this could happen. His response was something everyone should pay attention to and try themselves. Butler talked about never giving up, and always striving to improve and get to the next level. That obviously applies to football players, but what about for you? For me? Too many times the obstacles in front of us can make it appear that the goal is just too far away, too unobtainable. Working at Popeye's after getting kicked out of school in 2009, it would have been easy for Butler to give up. But he didn't, and climbed the mountain to reach the ultimate in football.

But his amazing story isn't done with that!

In the interview on ESPN, they asked him about the iconic play which is considered by many as the greatest single play in Super Bowl history. Butler told the story of how they have practiced that very play during the week in preparation for the game. In fact, he failed in the practice and the scrimmage team beat him and completed the pass.

It is very important to practice. In sales, very few salespeople role play enough to practice their pitch and learn from their mistakes. But Butler did. The practice taught him what to look for, and he adjusted in the real game and made the catch that brought the championship to New England.

Never giving up and always strive to get to the next level in your personal development. Keep practicing and learning how to do your job or whatever the task right. Make your mistakes in practice so that when the spotlight shines you are ready to sieze the moment.