Publishzer is getting there

Publishzer, the better way to blog, in which we aim to disrupt the way the you can blog. This is the cover, and soon you'll all be able to try it out. www.publishzer.com

Kill Banners and Purchase Time

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A lot of people are spending time online today, so obviously advertising money is flowing to the internet as well. Yet, time is not really a factor at all when it comes to valuing online advertising. The length of time spend with the brand and the ad is the most important factor in determining the effectiveness of the ad. With banners and CPM, the advertising takes no consideration of the time.

I mean sure the repetition lead to clicks and eventual action, but the repetition itself has no real value. Especially as we are more and more "blind" to the banners and when compared to the well thought recommendations from our peers. Also I might close the browser window so fast that the banner didn't even load, still the advertiser pays the same amount when compared to the person who stays on the page for three minutes. A recent comScore study states that 31% of ads are delivered but never seen by a customer.

This CPM model drives publisher to deliver huge amount of impressions that create web page clutter and a poor user exprience. The problem becomes apparent when we think how effective the advertising is within content, or in many cases is the content. People are motived by and are looking to spend time with the content. Therefore the purchase cost for advertisers should be more like cost per second (CPS) model, where each second spend with the content is valued. The most valuable customers anyway spend time with the brand and therefore advertisers should be more willing to compensate publishers for those high-value users.

This is a very simplified expression on the idea that we will most likely develop further. But think about it. What if publishers would rather have less banners, and more highly valuable content that users are interested to spend time with. Isn't that the picture we all want the online publishing to be?

Been so busy lately. Something new is bubbling as we've decided to set up a new social digiacency coco360.fi. This is in order to fund Publishzer.com and develop it to become a huge success.

A photo from my current workstation:

About saving the magazine industry

Everybody wants to be digital today and most magazine executives today seems to be building iPad apps. Yet the user experience of a print magazine is unmatchable: they’re cheap, never out of battery charge, not a target for thieves and they have twice the screen space when spread as an iPad screen.



The concept of magazines is great and without bringing it to the same level on digital, the executives are running a losing war. Lets consider the recent experience of one of my favorite magazines, The Economist. I subscribed to their iPad mag. First of all, the subscription takes me away from the app, to website with 2 options. €32 13 weeks and 125€ for 51 weeks. But I'd like to pay monthly as is the status quo on most of my subscription services. Sure I could pay per issue, but then there would be no auto-renew.

Granted, this is a small issue in the grand scale. But come on, take a que from something like Spotify, where I do not need to renew, they have my credit card info and its conveniently everywhere I go. That is a well done subscription service. Secondly, most successful magazine concepts in digital media are blog communities. No fees, no limits but high quality accessibility, funded by quality and relevant advertising.

I believe the key on saving the magazine industry is accessibility. Whether it is magazine subscription or advertising funded, the key is to provide seamless accessibility. Let me work a little at the beginning if needed, but aim to guide me to a state where I have the magazine when and where I want to, without forms to fill. This obviously needs security matters, but that I trust you've taken care, right? That is accessibility.

So remember that:
- Monthly fees appear lower than yearly fees
- Cancel anytime feature will enable easier testing
- Have auto-renew as default
- Advertising should be relevant and considered part of the content

If this is taken care, all you really need to focus is having great content.

Photo by: Teppo Hudson

Top 10 Blogposts 01/2012

I will be curating 10 great blogposts each week. Published at Publishzer obviously! Below is the first one for this year!

Christmas Calendar is Here!

Publishzer is going to publish a Christmas calendar for this festive season 2011. The calendar will be in finnish, as it is a testbed for some advertising features and the results will be published on January. I strongly believe that this kind of advertising will be highly valuable, as part of the content.

In the calendar, you'll find a magazine for each day leading to Christmas eve. There will be videos, photos, christmasrecipes and gift ideas. So go and check it out AND please follow the calendar facebook page.

Below is embedded the latest calendar, updated daily:

Think About Your Metadata

This time I wanted to get a bit more relaxed from all the deep thoughts on the change of the digital media. I thought to give a little update on what we worked on lately. This category feature on Publishzer is not much obviously, but I would recommend thinking about categories and other metadata from early on.

Why? Metadata (metacontent) is traditionally found in the card catalogs of libraries. As information has become increasingly digital, metadata is also used to describe digital data using metadata standards specific to a particular discipline. By describing the contents and context of data files, the quality of the original data/files is greatly increased. That's why!

This sunday was another hackday for our team. We decided to focus on category feature. Now you can categorize your mags, which helps others to find them when we get all the social elements ready. Go creating some mags and register at publishzer.com




...and you can also define the magazine into subcategories. Helping readers to find it even better.





Happy Publishzing!

Searching the soul of

Last week, me and Helene have been touring the Golden Triangle area of India. This means basically the cities of Delhi, Agra and Jaipur. These are the monumental and historical part of the old Mughal empire and Rajastan Maharajas. Words cannot describe the awesomeness of grand buildings like Taj Mahal or the colors and tastes of Jaipur's local markets.

(photo by Helene Auramo)

However, the trip has made me think a lot about the essence our actions. Ayurveda treatments been part of our trip with both purchasing natural food supplements and having an insanely great Ayurveda massage that still after two days is energising my body. India overall is so much about balance in yourself and the surroundng ecosystems.

As well as looking for personal balance, the same balance is important for companies. Publishzer is all about high ambitions and willingness to change the world. Still this has to come with balanced methods, respecting especially the blogging communities. We have pinpointed the principles to the following ones:

- Empathy, the intimate connection with the feelings of the users and customers. We want know their feelings better than anyone else

- Halo, the signals that the company emits. People form opinions from the first moments, and therefore designs has to be perfect.

- Focus, we must concentrate the limited resources to the businesses we are best of, and eliminate unimportant opportunities. Learn to say no.

With these principles, nothing is impossible.

Magazines are losing the publishing war to bloggers

Digitalisation hit first on the music publishing business. Currently similar impact is happening in the magazine publishing industry. The main reason for a distruptive change is that consumer are receiving and subsequently increasingly expecting to have content for free. For example, many bloggers do write and publish content online that include faster and even more relevant info than most printed magazines. My personal interest is in how can these bloggers get paid and be brilliant. Is there an answer to this in the disruptive changes on the markets?



The internet is a double sided sword, well, is if you look at it from the traditional publishing point of view. It has never been easier to reach large numbers of readers, but these readers have never felt more entitled to be informed and entertained for free. The market for books is continually shifting beneath our feet, and nobody knows what the business of publishing will look like a decade from now. Still many authors and publishers are still pretending that the Internet doesn’t exist. Some will surely see their careers suffer as a result. One fact now seems undeniable: The future of the written word is (mostly or entirely) digital.

I'm not a businessman, I'm the business, man! (Jay-Z)

Still, consuming blog content is more popular than ever. For example fashion blogs gather followers like fireflies, most of the are still run by individuals, not media companies. If added the average 5€ each click through is of value to eCommerce stores, the average 10.000 readers a mid-range blogger has, in a month, could earn substantial income for him/her. There however, are no polished processes and most of income is of low-engagement banner ads and endorsements. Beside a gallup involving 17.000 social media users concluded that "brand-sponsored social media initiatives have very little impact on consumer decision making. Nor do they drive prospective customers to consider trying a brand or recommending a brand to others in their social network".

Digital publishing is gathering some success in small printing of €1.99 stories, something similar as selling single songs rather than a full album. However, these third party objectives are gathering much less engagement than subjective blog posts where the blogger is the objective. The amount of engagement bloggers drive is about 10-20 times higher than advertising, based on the same gallup above.

So my argument is that rather than relying on producing magazines and hit ebooks (which thou are interesting from content point of view, but not from business point of view), magazine publishing should enable bloggers to earn revenue from issues that they are passionate about. Revenue could come from brands that wish to be included in this passionate conversation by providing content to reference, analyse or just do some shout-out. Results would be much more focused and much higher engangement, and would result in a better service for readers. Afterall, we all loath banner ads, right?

Value of Curation

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Why is curation so important for the future of web content publishers? I believe the content curator is the next emerging disruptive role in the content creation and distribution chain. With increasing amount of information shared, curation is tremendously valuable service to anyone looking for quality information online: a subjective and qualified selection of the best and most relevant content and resources on a very specific topic or theme.

I could argue that a content curator is someone "who continually finds, organizes and shares the best and most relevant content on a specific issue online". The most important component of this job is the word "continually."In the real-time world of the Internet, this is critical.

The idea of curation goes back to the art world, where galleries have for decades used professional curators to shape the experience of the visitor. This is the key element. As a curator, one has to think about the gallery visitors. The individual experience from the accessibility to the end thoughts about the art pieces are extremely important. And as the possibilities are endless, curation brings a lot of value to the experience. Afterall, I very much enjoy the explanations about the gallery's arts, on which I can build my own view.


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When we go back to online media, the value gained is not any different. Mastering how to create niche-targeted compilations of content is indeed one of the key lifesaving strategies that online publishers can adopt to offer greater value, even at a price, to those interested in it.

We live in a world where attention has become so scarce to become as valuable as currency. The ability to organize, select, compile and edit the most valuable information on anyone topic is ever needed.

Hence, I am well underway on working on a solution for this. :)