John Battelle
John Battelle
John Linwood Battelleis an entrepreneur, author and journalist. Best known for his work creating media properties, Battelle helped launch Wired in the 1990s and launched The Industry Standard during the dot-com boom. In 2005, he founded the online advertising network Federated Media Publishing. In January 2014, Battelle sold Federated Media Publishing's direct sales business to LIN Media and relaunched the company's programmatic advertising business from Lijit Networks to sovrn Holdings...
NationalityAmerican
ProfessionBusinessman
Date of Birth4 November 1965
CountryUnited States of America
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Consumers online expect dialogue, so pairing your brand with relevant and passion-driven topics is one of the best ways to ensure that you are engaged with key audiences.
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Google Now is one of those products that to many users doesn't seem like a product at all. It is instead the experience one has when you use the Google Search application on your Android or iPhone device (it's consistently a top free app on the iTunes charts). You probably know it as Google search, but it's far, far more than that.
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There's a reason publishers don't build on top of social platforms: publishers are an independent lot, and they naturally understand the value of owning your own domain. Publishers don't want to be beholden to the shifting sands of inscrutable platform policies.
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It would be another way for Google to sell targeted advertising and burnish its brand. And it's very much in the tradition of Google's brand promise - great stuff free.
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The smart phone isn't a perfect device, as we all know. It forces the world into a tiny screen. It runs out of battery, bandwidth, and power. It distracts us from the world around us.
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I sense that the sea of smart phones lit up at concerts is a temporary phenomenon. The integration of technology, sharing, and social into our physical world, on the other hand, well, that ain't going away.
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'The Victorian Internet' is a must read for anyone interested in the history of technology and in the cycles of hype, boom, and bust that seem to only quicken with each new wave of innovation. Highly recommended.
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Publishers are born connectors; they bring like-minded people together. They are also conversationalists of the first order. They foster the interaction between the three key parties in commercial media: the audience, the author/creator and the marketer.
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Brand marketers don't believe that ad-tech companies view brands as true partners. Ad-tech companies think brand marketers are paying attention to the wrong things. And publishers, with a few important exceptions, feel taken advantage of by everyone.
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Boxes and rectangles on the side or top of a website simply do not deliver against brand advertising goals. Like it or not, boxes and rectangles have for the most part become the province of direct response advertising, or brand advertising that pays, on average, as if it's driven by direct response metrics.
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Bitcoin woke us all up to a new way to pay, and culturally, I think a much larger percentage of us have become accustomed to the idea that money no longer comes with the friction it once had.
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I've been a Mac guy for almost my entire adult life. I wrote my first college papers on a typewriter, but by the end of my freshman year - almost 20 years ago - I was on an IBM PC. Then, in 1984, I found the Mac, and I never looked back.
Teenagers aren't loyal to much of anything - especially Internet stuff.
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Every good story needs a hero. Back when I wrote 'The Search,' that hero was Google - the book wasn't about Google alone, but Google's narrative worked to drive the entire story.