So, by now heads are rolling at Media 24 over the inflated circulation figures at their mags.
First we were told it was just one magazine and that one sales person was responsible. Then it was 7 magazines at Touchline, the guys that publish Bicycling, Mens Health, Shape, etc. They are part of Media24.
Now it seems that people are being suspended, taking extended leave etc.
It is believed that the circulation figures were inflated by as much as 50%!
All of the Media24 titles are now being audited and the ABC has agreed not to say anything until the matter has been resolved.
So, does this happen online?
What about all those claimed impressions and uniques users? Sure those online publishers that belong to the OPA at least all use the same system to track their site usage. How accurate is this and how does an advertiser know what to look out for?
What about all those sites that aren’t listed with OPA?
How will the advertiser know whether the total visitors to a site are what the publisher claims it to be.
Of course there are stats and these can always be provided to the client at a monthly interval or once a campaign has run its course. Still, can these not be manipulated?

I do believe that online advertising provides a much more accurate reflection of readerships, so to speak, and if done right, will hopefully not be categorised with the print media types.

Okay, by now we’ve all heard of the guy in SARS that got fired for amending the Wiki on some government finance issues. He did add a few spicy words to his entry.
In fact, there are plenty of cases like that the world over.
Individuals writing about themselves, companies making themselves look good…or better and those who literally want to rewrite history.
So, enters Citizendium.
This project is led by Larry Sanger, a Wikipedia co-founder who left to become one of Wikipedia’s biggest critics.

Citizendium’s welcome messages reads:

We are an encyclopedia project, and more.

We are a different sort of Web 2.0 project:

* We aim at credibility and quality, not just quantity.
* We offer gentle expert oversight, and public participation.
* We use our real names, not pseudonyms.
* We’re collegial.

So, no more hiding behind that “skuilnaam” or nickname. You want to add something, then stand up and be counted!

If you want to make a name for yourself, this is your opportunity.
On Wikipedia, for instance, Cape Town has 14 sections covering just about everything from history to weather and politics. It has photos, tables and links.
On Citizendium, the phrase Cape Town yielded no results ( no Cape Town page )
So, go for it and start populating the Citizendium.

Okay, I dunno whether it is just lately, but I seem to be bombarded with news, information and comments about brands and branding in South Africa. Best brands, annual brand survey, brands trends, managing your brand, etc.
So, today I decided to do my own little brand survey.
The researcher: me
The sample: one
The methodology: pointing at company logos in the Sunday Times and asking the subject say who they are or what they stand for.
The subject: my 5 year old daughter, Katelyn. She cannot read yet and only gets exposed to TV when we visit family or when we stay at a hotel, etc. Yes, no TV at home.
So, 10 logos, ten answers:
Vodacom: airport
CNA: didn’t know
Virgin Mobile: gym
ABSA: bank card
FNB: money
Cape Town Fish Market: sushi place
Flight Centre: didn’t know
Standard Bank: bank
Post Office: didn’t know
SA Rugby: Springbokke

So, there you have it! Brand awareness from a 5 year old English/Afrikaans speaking girl point of view with a non- rugby watching dad without a TV and no FNB or Standard Bank accounts in the family.

That’s the question asked by the latest issue of the Economist Magazine.
According to the article there are a number of entities that either fear or loathe Google. These include TV networks, book publishers and telecoms companies. These all seem to be those organizations that believe Google is profiting at their expense. Now the politicians want to start regulating Google’s access to and use of your private data. Where and what you’ve searched for and even what’s in your Google calendar and even Google documents can be used to present more targeted ads to you.
Good if you want relevant ads presented to you.
Bad if you just want to search for some information about a week-end of cycling.
So, the article goes on to say that Google should start preparing themselves for the onslaught from various angles and that by merely having a slogan of “ Don’t be evil” won’t let it get away with what it’s been getting away with up till now.
At the end of the day, we all know that they are a big company and no matter what they say, profit is still their end goal!

04/09/2007 09:12 - (SA)

New York - More and more people are turning to professional networking sites, such as LinkedIn, to reach out to customers, exchange ideas with colleagues and form impressions of potential hires.

When used correctly, online networking can enhance professional relationships and broaden business horizons. But if you’re not careful, these sites can also leave co-workers and customers with a negative impression of you.

If you regularly network with clients and colleagues online, make sure you’re portraying yourself in a positive light by heeding these five suggestions from Mikolaj Jan Piskorski, assistant professor at Harvard Business School:

Keep your profile updated

Whether you’re interviewing for a job or scheduling a face-to-face meeting with a new client, it’s important to update your publicly accessible online profiles. Business associates may form the wrong impression if your work experience isn’t current or you haven’t uploaded a new picture of yourself since college. Hint: Never post snapshots of that trip to Vegas unless you’re sure they’re locked away from prying eyes.
Maintain ties with people at all levels

Some people make the mistake of padding their online contact list with names guaranteed to impress, but don’t neglect the people you actually work with day-to-day.

“If I’m the VP of sales and I’m not connected to anyone in the sales department online that sends a horrendously bad message,” says Piskorski. Your online presence should reflect your ability to connect with the people you encounter in real life as well.

Watch the number of connections

If you have too many online contacts, people may wonder whether you have time to get any work done. On the opposite end of the spectrum, having too few may send the message that you’re anti-social or difficult to get along with. “Numbers in excess of 300 are beginning to look suspicious, depending on your industry,” cautions Piskorski, “But you should also be wary of letting your connections drop below 100.”

Stay in contact with old colleagues

It’s easy to lose track of them when you move on to a new firm, but make the effort to reach out to past associates online. If your contact list doesn’t include any links with people from your last job, those browsing your profile may assume you left on bad terms or failed to forge connections.

Get (and give) endorsements

You may think that requesting online endorsements is boastful or just plain cheesy, but it’s in your best interest to have a few. Many recruiters now provide hiring managers with a potential employee’s recommendations from LinkedIn and other professional networking sites, according to Piskorski. If you don’t have anyone singing your praises, it may jeopardise your chances of landing the job. Hint: It’s always a good idea to reciprocate after getting a nice endorsement.

this article from 24.com

I find it a sad state of affairs when an entire nation can be hoodwinked by an advertising agency or TV channel’s ulterior motives…the fanatical followers of Cliff Jennings (over three-thousand of them on facebook) have been caught up in the yarn spun by Ogilvy, about a guy who can’t sing but will go to the ends of the earth to try and get a place in the Idols reality show. “SHAME, we have to give him a chance”….it is a clever ploy by Ogilvy playing on people’s emotions, inspired by the underdog which do run so high on these reality shows, causing a convergence between fiction and reality for them.

These superficial fans now have to face the reality that they have been conned. Are M-Net’s ratings of the show down so much that they had to do this or does Ogilvy want to try and win a Loerie for a great, innovative campaign? At the end of the day the consumer is the loser, time and effort wasted on a “lost” cause.

This is the beauty of consumer-driven journalism when people can influence the destiny or result of a TV program, but also serves as the downfall when marketers con consumers. This results in losing brand integrity and trust, making it more difficult in the long-run to win the consumer back. Whilst this campaign has resulted in heightened awareness around Idols it has also raised questions about the credibility of Idols as a true talent initiative for budding singers.

The Brand of Eduan van Jaarsveldt is now a notch higher in the acting world but leaves the Cliff Jennings fan club on MySpace and facebook with egg on their faces………….

ingrid rubin
Chic in Charge (CIC) - longtail
www.longtail.co.za