Tuesday, August 22, 2006

Jessica Coen, Dean of Blog School of Business

Gawker sure knows how to run a business behind all that snark (and sports, gadgets, politics, porn, etc.). With their summertime overhaul of the 15 or so sites underneath Nick Denton's roof, Gawker did a little homework and put the ads on the left, drawing eyeballs: "Gawker’s work with Nike and Evian should be taught in business school," according to Brand Channel.

It's an interesting time in what was once (and still is) termed "new media." At this point, new media's about as new as alternative rock is, well, alternative. But in the 21st century, the novelty has worn off and the internet is a serious cash machine. The blog is a small example of the bigger internet's business at large, a microcosm of fusing content with commerce. And since newspapers and magazines are losing readers to the internet's freer content, it's forcing big media to figure out how to sell ideas instead of ink.

So when Rupert Murdoch says the OC Post will buck the trend of shrinking publications, I say nay: you've got the right idea with the 10-inch story, but shipping it out to inboxes, BlackBerrys and MySpace accounts with a free first month and a daily autodownload service might have been a better, cheaper, more "hooking" way.

The M.B.A. just isn't the same as it was 10 years ago.

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