The Buzzfeed Model – From The Horse’s Mouth

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Here’s some real clarity on the concept of “sponsored content” or “native advertizing”. It’s from Buzzfeed’s own presentation last week at a media conference by Jeff Greenspan and Mike Lacher.  A key section is around the 3:40 moment where they explain how they take an advertizing campaign like the Mini’s – “Not Normal” – and then, instead of running a banner ad on those lines, they create a Buzzfeed page on “10 Not Normal Things That Actually Exist.” Here’s how the presenter(s) explains this:

This is an example of our editorial content … so then the thing we work on is sort of how to make branded content sort of like fit alongside this editorial content … there are no banner ads at Buzzfeed at all. We all have content that feels like editorial. We do not trick anyone into thinking this is an ad … If you go to the post, there are two places where the client’s name is listed in the by-line and in the text …

Later in the clip, we get even more honesty:

I’m sure there are brands who would love a headline to be 23 great things you can find at Ikea – not … I know lots of brands that would love their names in a headline but then that screams of an ad. So we have to explain to them that in order to get the results they want is to act like editorial content, act like you’re in the space that you’re in.

Here’s the dialogue between me, the Atlantic’s Derek Thompson and Ben Smith last week:

BEN: I could live with a new word because I think advertorial — to me what that means is like something they paid – usually a quite low quality piece of propaganda that people are tricked into reading because it looks exactly like editorial content – but I actually think though that that’s – like our trick, and the trick that the business side here is attempting to pull of is to produce great content for people … who know our ads and like [them].

ANDREW: So the content is ads – that’s what you’re saying?

BEN: I look at it as great…

ANDREW: So what distinguishes that content from your content?

BEN: Only the label, only the, only the clarity of the label

DEREK: The label makes it..

ANDREW: But you don’t have “advertisement” at the top of it

DEREK: But if they did?

ANDREW: It would help

Will they do that? It would tell us a lot.

Life And Death In The Ring

COLOMBIA-BULLFIGHTING-RAMSES

Eric Nusbaum recently attended his first bullfight in Mexico City:

I was prepared for violent death when I arrived at Plaza México, and violent death was what I got. The first bull was small and puppy-like; he hardly seemed vicious. After a series of hypnotic dodges and maneuvers that were so elegant as to not even look dangerous, El Juli failed on the initial thrust of his sword. The steel blade clanked down to the dirt. Only on the third thrust was the sword (called anestocada) successfully inserted. The matador rolled his eyes, thinking finally, and went to retrieve his hat from where he had ceremoniously placed it in the center of the ring. The bull seemed suddenly aware that not only was he doomed, but that he had been duped, publicly humiliated. He bucked briefly and desperately, then he fell for a final time. The trumpets played a funereal dirge. I have never been to war, but bullfighting as an approximation for it only makes sense to me in that both activities are draped in flags and often based on antiquated ideas.

Nusbaum wonders if, in some ways, the bull has lived a “charmed life”:

He had been bred for strength, raised for four years on a large ranch, pampered and prepared. He would die a miserable public death, and afterward he would be butchered for meat. Is this worse than the life of typical beef cow, who after six months alongside his mother is sent to a crowded feedlot to be fattened up with grain and injected with antibiotics for another six months before meeting his own inglorious death by captive bolt pistol? Obviously this is a false choice. More ethical options exist. But the hypothetical is worth considering. Which life and death would you prefer?

(Photo: Colombian bullfighter Ramses tries to kill a bull during a bullfight at La Macarena bullring on January 19, 2013 in Medellin, Antioquia deparment, Colombia. By Raul Arbodela/AFP/Getty Images.)

The GOP vs The Pentagon?

First some overdue business. On the authorship and meaning of the sequester, I think Ezra Klein basically cleaned Bob Woodward’s clock last week. Yes, the sequester appears to have been first suggested by Jack Lew, as a throwback to the 1980s, as a desperate last minute way to avoid a credit downgrade. But it was heartily endorsed 481px-Dwight_D._Eisenhower,_official_photo_portrait,_May_29,_1959by the GOP at the time as a way out of a horrible impasse and as a down-payment on triggered, automatic spending cuts. The pressure on the GOP was entirely because of possible defense cuts; the pressure on the Dems was because of automatic entitlement cuts. The goal was to make both sides so queasy they’d come up with a Grand Bargain of tax hikes, tax reform and entitlement cuts that would clear the air, end uncertainty and help us move on.

The committee failed; the elections loomed. Ezra’s right, I think, to see the elections as an endorsement of a mixed approach: raise revenues, reform taxes, and cut entitlements. Now some revenues have been raised – but only because without some modest concessions from the GOP, even more revenues would have been raised, tipping the economy into recession. But the implemented tax hikes, as the GOP has consistently and rightly argued, are nowhere near enough to tackle the debt. So we still do need real spending cuts in the medium and long run, especially in Medicare, and we do need defense cuts, to reduce a military-industrial complex now costing twice as much as it did a decade ago; and we desperately need tax reform and simplification. In that last option – tax reform and simplification – lies the least damaging way to raise essential revenues.

The GOP’s recent position, in contrast, was that all the cuts should come from the needy and entitlements, that none of them should come from defense, and that no increase in revenues is permissible at all – and that the sequester is horrible and all Obama’s fault. Perhaps sensing the total incoherence and unpopularity of this position, their response may be changing somewhat – and in a good way. More and more Republicans are prepared to see the military cut rather than raise taxes. That’s a BFD, if it pans out, a real shift in the balance of ideology within the Republican coalition. There’s a reason Bill Kristol is worried. This Kristol post is such an amazing bath in hathos I found myself reading it twice, letting the panicked, ponderous, pseudo-Churchillian prose roll joyfully around in the frontal cortex. It even has a shout out to Leo Strauss. Sit back and enjoy:

The plain is darkling. The world grows more dangerous. Yet we heedlessly slash our military preparedness. Iran hastens toward a nuclear weapon, which would pose an existential threat to Israel and signal a nuclear arms race in the Middle East. Yet the president nominates for secretary of defense a man who is patently unqualified for the position, who despises Israel, and who has a record of being exceedingly solicitous of Iran. We win in Iraq and make progress in Afghanistan, thanks to the valor and sacrifice of our troops, and the president puts these accomplishments at great risk because he chooses to pander to public war weariness rather than attend to America’s national interests.

There is more complete delusion, absurd hysteria and outright deception in that hysterical passage than in Sarah Palin’s autobiography. (We won in Iraq! Won! No WMDs found, no sectarianism overcome, tens of thousands of bodies, the collapse of America’s moral standing, and a strengthened Iran … and we won! One wonders what losing would have looked like.)

But back to the sequester. The president’s position, as I understand it, is here (hat tip: Chait).

The core fact to me, and, I suspect, many others who remain very concerned about financing the long-term debt indefinitely, is that the president has already cut $1.4 trillion in spending, while getting $600 billion in new revenues: more than 2:1, or roughly the balance of the British Tories. Going forward, if I understand this correctly, the president proposes $930 billion in new spending cuts, of which only $100 billion could come from defense. He’s also committed to cutting Medicare over the next ten years by the same amount proposed by Bowles-Simpson. If I were a Republican (and, of course, my brand of conservatism would make that currently quixotic), I’d jump at that deal.

Instead, the GOP is insisting on absolutely no new revenues, and recently insisted that all the cuts come from entitlements. I just don’t see how they win this argument, especially if they protect the Pentagon. And that may be why many of them are resigned to the sequester taking effect – and taking credit for it, including the big defense cuts. I have to say I’m fine with that. The spending reductions are not enough to fully sink the economy this year, although they will almost certainly drag us all down. I’d prefer a Grand Bargain, or a sane set of cuts (rather than the crude ones we now have), but if this is the only way we will ever be able to cut defense spending, I can live with it – especially if defense cuts implicitly get a GOP blessing. That’s a huge step forward toward some fiscal sanity on the right.

The trouble is: whichever of these positions the GOP takes will hurt them.  The president’s proposals for debt reduction are simply much more reasonable and pragmatic and doable than the GOP’s – and he has far higher favorable ratings than the Congressional Republicans. Obama’s approach is also much more popular. He just won re-election on those priorities – against a ticket that included Paul Ryan, whose cuts-only approach was front and center. A cuts-only, protect-the-wealthy approach would be hard enough even if Ryan and Romney and the Republicans had won the last election. A cuts-only, including-the-Pentagon, approach won’t be much more popular, but it also presents the possibility of a serious split in the GOP between fiscal conservatives and the spendthrift neocons.

Yeah, it’s a meep-meep. But a depressing one. The only positive aspect is that finally, the Pentagon might be reined in a little, because the GOP wouldn’t stop it. About fucking time.

(Photo: The official photograph of President Dwight Eisenhower, the best Republican president of the 20th Century, war hero and champion of keeping the Pentagon’s spending and political power under control.)

Guess Which Buzzfeed Piece Is An Ad, Ctd

A reader writes:

I think your strong aversion to the sponsored content model is due to two factors: 1) your profession 2) your generation. To someone like me (I’m 27), there isn’t much of a difference between ads and content. photoIn both categories, some are worth consuming and some aren’t. I’m just as likely to go to youtube to seek out a commercial I like as I am to search for a music video. I read that PS4 post without realizing it was an ad but when I found it was (through the Dish) I wasn’t offended and I didn’t feel duped.

Part of the reason is that I don’t see Buzzfeed as a site that operates within the confines of traditional “journalism” and I don’t think they’ve ever tried to position themselves that way. I think Ben Smith’s Buzzfeed Politics sort of exists as a separate piece of Buzzfeed and should have stricter rules for sponsored content, because while the format is slightly different, that part of the site is clearly committed to real, traditional journalism.  The main Buzzfeed site is not, and that’s where the PS4 post came out.

Most of the content is those silly scroll down photo-essays, which are a great way to waste 3 minutes. I don’t expect those posts to follow the traditional rules of journalism, because they’re not traditional journalism.

Making money on the web means we’re seeing new models evolve. The Dish is one model, the Atlantic is another and Buzzfeed is too. Buzzfeed is just really good at making content for the ADD types like me who sometimes just want to read something entertaining for 3 minutes.

Another writes:

Ten years ago, I would have been incensed that Buzzfeed would have approached the advertisement /content line the way they have, but at that time, consumers were still expecting to pay for content. Now, I’m much more open to alternative forms of revenue generation because we, the consumer, have broken the pact.

The Roth Of Her Generation?

Howard Megdal compares Lena Dunham to Philip Roth:

Roth went to Bucknell, a small liberal arts school in Pennsylvania, to study literature. Dunham went to Oberlin, a small liberal arts school in Ohio, to study film. Both worked relentlessly at their crafts, each taking the well-established path toward what tends to be limited success for few. For Roth, it was placing some short stories in literary magazines, with the hope of attracting the attention of a publisher. For Dunham, it was YouTube, a short film, and heading to SXSW with her feature Tiny Furniture in the hope of attracting a producer.

And then, suddenly: fame like no one expects. Work under a microscope. Roth, the great American hope as a novelist, and a Jew, with a great American novella about Jews. Dunham, “The voice of my generation. Or at least, a voice of a generation,” as Hannah describes herself to her parents in the Girls pilot. No one makes the front page of the New York Times Book Review at 26. No one has complete creative control of, writes and stars in an HBO television show at 26. Both of them had to answer for their successes.

He goes on to note the extent to which Girls and Goodbye, Columbus “serve as parallel works, Dunham and Roth as parallel artists, and American reaction as parallel paranoid nonsense”:

The love of Goodbye, Columbus was nearly universal, and not because it somehow accurately depicted all Jews. Girls resonates for precisely the same reason, not because it has the requisite number of black cast members.

When Mail Was Miraculous

Wayne Curtis looks at how our feelings about the postal service have changed over time:

As recently as a century ago, the conveyance of information was still considered a fairly heroic human endeavor. Temples were built to honor the carriers, and post offices occupied grandly columned structures on squares and village greens. (For the past half-century, new post offices tend to be unedifying, vinyl-sided boxes built at the edge of town, as if they were embarrassments best kept from sight.)

The grandest temple was arguably the James Farley Post Office in midtown Manhattan, built in 1912 and designed by McKim, Mead and White. It’s the one inscribed with a heroic quote adapted from Herodotus’s description of Persian Empire couriers: “Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds.” It could be a slogan of the Justice League, or any other comic book confederation. Postmen were our superheroes.

Previous Dish on the post office here and here.

Bacteria On Speed Dial

Simon Park, with the help of his Practical and Biomedical Bacteriology class, demonstrates just how disgusting your smartphone screen really is. Olivia Solon squirms:

According to Park, most of the bacteria were harmless ones normally found on the skin, such as the Micrococcus species. However, disease carrying bacteria such as Staphylococcus aureus were also found. Park is not surprised by this as around 20 percent of people persistently carry the bacterium, while 60 percent of us are intermittent carriers.

“The ecological niche on the body for Staphylococcus aureus is the nostrils, so a furtive pick of the nose, and quick text after, and you end up with this pathogen on your smartphone,” Park explained to Wired.co.uk.

Check out more images at Park’s blog, Exploring The Invisible.

Waste Not, Want Not

Adam Clark Estes explores whether human excrement might help address “a food shortage that is directly correlated with a fertilizer shortage”:

Worldwide, human waste produces 70 million tons of nutrients that could account for about 40 percent of the 176 million tons of nutrients needed to produce chemical fertilizer. The value of these nutrients is not lost on the farmers of the world, and in fact, human feces have long been a semi-secret source of fertilizer for centuries.

While culturally acceptable in some parts of the world, it was long frowned upon and even outlawed elsewhere, leading to a cottage industry in selling so-called “night soil.” This richly fertile soil was produced by skimming human waste off of cesspools and spreading it onto fields under the cover of darkness, hence the name. The practice became less popular with the advent of chemical fertilizer in the 20th century, but as those resources dwindle, the old poop fields are starting to look pretty appealing once again.

Indeed, the use of human waste as fertilizer is on the rise. As recently as 2008, nearly 200 million farmers in Asia, Africa, and Latin America depended on feces for fertilizing fields where they grew vegetables and grains. This food, the World Health Organization (WHO) estimated, fed as much as ten percent of the world’s population.

The Weekend Wrap

This weekend on the Dish, Andrew continued to think through Buzzfeed’s “sponsored content” model for online ads, pointed to an incisive comment on the issue from Kevin Drum, briefly riffed on the Atlantic’s new guidelines for native ads, offered a theological critique of Zero Dark Thirty, and noted what’s different this time about who will be selecting the next Pope (and if you’d like to be Pope, here’s some helpful tips). We also provided some helpful background to this year’s Oscars here, here, and here.

There was a lot of sex and drugs on the Dish this weekend, too. Connor Habib wondered what drives gay porn starts to take their own lives, Jon Millward combed the archives of the Internet Adult Film Database, Melissa Gira Grant revealed America’s pioneer prostitutes, and Margaret Hartmann looked at a rash of sexting cases among FBI employees. Ned Beauman surveyed the online recreational drug marketplace, Robert Morrison credited Thomas De Quincey’s Confessions of an English Opium-Eater for making drug culture highbrow, and Miles Klee considered accidental and involuntary highs.

We also offered our usual eclectic mix of religious, books, and cultural coverage as well. In matters of faith, doubt, and philosophy, Will McDavid mused on the relationship between love and justice in the work of Andre Dubus, Bill Vallicella unpacked Simone Weil’s understanding of God, Richard Holloway grappled with political theorist John Gray’s vision of life without redemption, and Irene Klotz reported on what the Higgs boson particle might teach us about the lifespan of the universe. Kevin Hartnett asked which religions are the most chaste, Giles Fraser contemplated the right way to pray, and Adam Kirsch reviewed the place of anti-Judaism in western thought and culture.

In literary coverage, Jeannette Winterson praised Virginia Woolfe’s Orlando, Michael W. Clune explored the artist’s impulse to overcome time’s defeat of novelty, Alexander Nazaryan pushed back against literary sprawl, and Juliet Escoria realized she’d never be a novelist. Andrew Gallix pondered the purpose of intentionally difficult books, Michael Bourne uncovered the core of Truman Capote, Adam Kirsch tackled contemporary essayists, and Sean Wilentz deconstructed Oliver Stone’s revisionist take on American history. Read Saturday’s poem here and Sunday’s here.

The Economist investigated social networking data getting factored into credit scores here. Your weekend dose of really gay here and the latest viral dance meme here. MHBs here and here, FOTDs here and here, VFYWs here and here, and the latest window contest here.

– M.S.

Edible Clones

Nicola Twilley contrasts the “domesticated apple’s endless monoculture and its wild diversity”:

Every apple for sale at your local supermarket is a clone. Every single Golden Delicious, for example, contains the exact same genetic material; though the original Golden Delicious tree (discovered in 1905, on a hillside in Clay County, West Virginia) is now gone, its DNA has become all but immortal, grafted onto an orchard of clones growing on five continents and producing more than two hundred billion pounds of fruit each year in the United States alone.

Embedded within this army of clones, however, is the potential for endless apple diversity. Each seed in an apple is genetically unique: like human siblings, seed sisters from the same fruit remix their source DNA into something that has never been seen before — and is likely, at least in the case of the apple, to be bitter, tough, and altogether unpalatable. The sheer variety of wild apples is astonishing: in its original home, near Almaty in Kazakhstan, the apple can be the size of a cherry or a grapefruit; it can be mushy or so hard it will chip teeth; it can be purple- or pink-fleshed with green, orange, or white skin; and it can be sickly sweet, battery-acid sour, or taste like a banana.