Monthly Archives: May 2006

Friends Reunited home page

Just noticed Friends Reunited’s new home page. It’s interesting how so many more sites are adopting the 1, 2, 3 step process / lifestyle ‘tool’ approach.

It’s still too spread out for my liking. Get rid of the school pic (it’s obviously a school friends site so why dedicate so much space?) and move the steps up the screen. At present I have to scroll down to see what the three steps involve. Why?

Did ITV revamp the site in-house..?

Digg this story…man.

Buzz marketing

Buzz marketing – the new name for an old concept: word of mouth marketing – is a tad interesting, now that we hear that firms are paying actors and cabbies to talk up brands in conversation.

How can it be applied to online marketing? Is it restricted to chatrooms, IM and blog comments? Time to get out my pipe and slippers and have a think…

Jobs: Content loader at Victoria Real

Victoria Real is looking for a (curiously titled) content loader.

Working with a well known high street retailers website, the content loader will help display products to their full potential.

Needs excellent written English skills, must be computer savvy and able pick up new ideas quickly. Attention to detail and an ability to follow briefs to the letter is essential. Be methodical and thorough, and also be able to work as a team in a relaxed and vibrant office environment and a convenient central London location.

£350 a week pro rata.

Channel 4 web only content: This is a knife

The first episode has done the rounds on YouTube, but here’s the official website.

This modest video represents a lot more than the sum of its parts. You’re looking at the future of broadcasting in the UK. Channel4, BBC and now MTV UK are all getting in on it.

Okay, it’s web content devised by an elected team and not users themselves (but what’s the bets they were once / still are users?).


‘Bebo gets new funding’ shocker

Social networking site Bebo gets $15million in funding to expand it team in the US. Massive in the UK, Ireland and New Zealand, the site is said to have team up with Skype to integrate telephony. Like, video streaming is now big business on the site.

Did the frenzy for social networking sites only arise after Murdoch bought MySpace? Will we see a repeat of the battles which occured between the likes of eBay and QXL? Or will these sites die a death once they’ve fallen out of favour with teens? After all, teens go where their friends go – not just to the biggest / best sites.

Make your blog appeal to more than 53,651 male, youngish, rich, powerful and geeky readers

Blimey. I got a favourable reply to my comments on Richard MacManus’ blog about Josh Kopelman’s now infamous post:

“As more and more entrepreneurs start building what Fred Wilson referred to as
second derivative companies, I think they run a big risk of designing a product/service that is targeted at too small of an audience. Too many companies
are targeting an audience of 53,651. That’s how many people subscribe to Michael
Arrington’s TechCrunch blog feed. I’m a big fan of Techcrunch – and read it every day. However, the Techcrunch audience is NOT a mainstream America audience.”

Richard asked readers for tips on how to broaden the appeal of his site. So I put in my two penneth (under the name kenobi, as usual).

I agree with post #6, but – it depends on why you want to broaden your site’s

Niche publishing (ie targeting niche audiences) can provide huge benefits if
done correctly. Also known as ‘controlled circulation’, your choosing to target
a niche audience ensures loyalty among your readers. Commercially, it also means
that your advertisers can be confident that their messages are going to chime
every time (see what I did there?) with a higher than average percentage of your

I know one major publishing house in the UK that has hundreds of mainstream
consumer titles, each one with thousands of readers. However, year on year the
magazine that delivers the most profit is a relatively modest b2b medical
magazine. Why? Because its loyal audience knows that if they want quality
information about the working of the medical industry, they should read this
mag. And advertisrs pay top dollar for that reputation.

Assuming you wanted to change it – what exactly woudl you change?

Change coverage / scope: but why dilute your offering with more inclusive
content which is a) covered elsewhere and b) covered elsewhere a lot better.
instead, do what does – mention Google in your headlines on
your homepage as many times as possible. Your traffic will soar, even among more
mainstream audiences.

Change language / tone: but this could put off your current reader base. The
Economist uses the alien abduction approach – explain complex global issues in a
way which assumes the reader hasn’t read a newspaper or watched TV for the last
5 years. But this can leave a sour tast in the mouth among regular readers. And
besides, your content is great.

One thing I’d explore is this: If you’re dead set on attracting larger
mainstream audiences, then make sure you please both the geeks and the
mainstream audience. This (unfortunately) means upping your output and catering
for both. As long as you continue to provide the same level of good quality
content for the ‘geeks’, they won’t mind clicking past the odd crowd pulling

Anyone care to add to the debate?

Fruit Pastels TV ad

The beat boxer featured in the new Fruit Pastels ad is Killa Kela. Think ‘The Streets’ but with talent.

Bit of a dark choice for a kids sweet. The ad is timed nicely with his new single ‘Secrets’.

Can’t find the ad anywhere, but…

UPDATE 13/07/06:

I seem to be getting some serious traffic from people looking for the Killa Kela Fruit Pastels TV ad.

Should I start a petition for the ad agency to place the ad on the web?

Leave a comment on this post and I’ll send all contributions to the agency concerned (in the 000’s so far based on visits).

If I get 100 comments / requests for the ad to be released, we should get somewhere. LEAVE A COMMENT!