Ad brings newspapers to life

Ad brings newspapers to life

October 5th, 2010 by Lauren Fisher in Advertising

AXA have created an excellent newspaper ad, that shows the new age of advertising at its best. I’m a big fan of interactive advertising, and what happens when ads meet social and this is an excellent example of that. The video below shows the AXA ad in action, which directed the reader to place their iPhone over an empty space on the page :

Given that AXA was Belgium’s first insurance company to launch an iPhone app, it’s fitting that they would use such a unique method to announce it. This is one of the first ads of this kind that I’ve seen, where you see a real consideration of the user journey. They haven’t just added on an element to integrate with mobiles, but have actually built it into the story of the ad itself.

Full article Ad brings newspapers to life.

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Online Copywriting: Make Your Website Copy Dazzle

InstantShift - Online Copywriting: Make Your Website Copy Dazzle

If there’s one generalization you should make as a website writer, it’s that your visitors have short attention spans and are overly saturated with information.

If you’d rather generalize, then just think about this fact: search is the most popular function on the internet. This means most visitors to your site are looking for something in particular. If they click on your site and can’t tell whether you will provide what they are looking for, they will leave.

Internet users think of their time as precious and the internet as a never-ending trove of information. Your visitors are information scavengers with little loyalty and even less time; this means you need to tailor your writing specifically to them to get their attention.

You may be interested in the following related articles as well.

Please feel free to join us and you are always welcome to share your thoughts even if you have more related tips that our readers may like.

Things To Remember While Writing Online

instantShift - Make Your Website Copy Dazzle


Headings should have one purpose: force your readers to stay. Most readers will happily read your headline, but a much smaller percentage will stick around. Be descriptive, compelling or interesting.


You’re a real estate agent and you have two types of clients: buyers and sellers. You could try to weave around both objectives, selling to buyers one moment and sellers the next. Or, you could target both of them with gusto. To do the latter, you must segment your audience; persuade both types of visitor to read different copy. You could place the copy under different headings or link to where visitors should go.

Importance First

instantShift - Make Your Website Copy Dazzle

If readers want to know what your site is about as quickly as possible it makes sense to explain the most important things about your site early. Take a cue from daily newspaper’s inverted pyramid style. Newspapers give the most important information (the “who,” what,” “where,” “when,” “why” and “how”) about an event as early as possible and fan out the details in the rest of the paragraphs.

Newspaper readers want the latest news, but also want to be able to move quickly to another story if it isn’t relevant to them. For example, if there is dangerous flooding in Chicago, but if you live in California you most likely don’t care. This is why it’s important for a newspaper reporter to note where the flooding is immediately so readers who aren’t concerned can move to the next story that does pertain to them. The same applies to websites. Seguir leyendo “Online Copywriting: Make Your Website Copy Dazzle”

The Job Reply I Want to Write


Many of us do things that aren’t particularly healthy. Sometimes these bad habits are not only unhealthy, but completely unproductive, too. For example, my RSS mostly contains blogs and news sites I follow to keep up on the topics I write about. But in among them, for some reason, I still keep a few feeds to writing job boards. Normally, I skip over the low-paid and no-paid ones pretty quickly and move on with my day.

But lately, I’ve seen some where the requests are so egregious I feel I need the respond to the poster. But in the interest of not burning bridges, I won’t.

Instead, I present to FreelanceSwitch: The job ad reply I wish I’d write. All names have been changed to protect the annoying. Seguir leyendo “The Job Reply I Want to Write”

How to Change the World

  • How to Make and Flipboard Rock

    24 Aug 2010 | 6:47 pm
    In the last few weeks two companies have released services that enable you to take tweets and turn them into a newspaper or magazine format: and Flipboard. Alltop is a great source of information for both and Flipboard newspapers. If you’d like to learn how to do this for, click here, and for Flipboard, click here.
  • Need example of a personal story of enchantment

    19 Aug 2010 | 10:19 am
    I would like to include a few personal stories of enchantment in my next book. I am looking for examples of how people, products, services, organizations, ideas, or causes swept you off your feet. Specs: Written from your personal experience, not an external, academic view. 150-200 words Ideally, all the basics would be in your essay: who, what, when, why, and how. As an example, here is how something enchanted me: The second most enchanting moment of my life occurred in 1983 when Mike Boich showed me a Macintosh prototype. (The most enchanting moment was meeting my wife.) This life-changing…
  • Best Twitter Client for IPhone and iPad

    16 Aug 2010 | 9:43 pm
    After searching for months, I’ve come to the conclusion that Twitbird is the best iPhone and iPad Twitter client. If you’d like to see why, check out my post at the American Express Open Forum.
  • How to get a free copy of my first book, The Macintosh Way

    2 Aug 2010 | 10:01 am
    Information wants to be free, and I just freed some. I got the rights back for my first book, The Macintosh Way, and I’ve made it available for free here. Hope that you find it useful.
  • How to Find Freedom

    28 Jul 2010 | 9:25 am
    Let me confess: I’m addicted to Twitter and email, and my addiction increases the more I have to do something important like write a book. Luckily, I stumbled across applications called Freedom and Anti-Social that really help. I explain how they works here at the American Express Open Forum. If you’re have a tough time prying yourself away from online fun, they could really help.

Social News Curation: Simplifying or Adding to our Social Media Overload?

Posted by Lauren Dugan

Social news curation is one of the latest social media tools to promise to make our online lives easier, more streamlined, and much more manageable. But does it live up to the hype? We take a detailed look at the top three social news curation tools to see whether they truly organize the news coming from our social networks, or just add another layer of logins, confused layouts, and information-overload to our social networking experience. Read on for the verdict on social news curation.

For those who have yet to experiment with these tools, social news curation is a service that gathers and displays all of the news happening on your social network. Two of the three social news curation services below focus on Twitter, pulling out links and displaying them for you in a newspaper format. The third accesses both Facebook and Twitter, and displays the media/news shared on these networks in a magazine format. Seguir leyendo “Social News Curation: Simplifying or Adding to our Social Media Overload?”

The End Of Free Media?

by Rohit Bhargavaimb_free_chrisanderson

What media would you actually pay to consume? That fundamental question is the most profound one driving all the discussion today about the future of media. Some believe the iPad and mobile tablet devices will reinvent how we read and consume media. Others feel this is just the latest in the overhyped and wholly exaggerated claims that old media is dying. At the recent International Newsroom Summit, The New York Timespublisher and chairman Arthur Sulzberger, Jr. stated that he eventually expects that The NY Times will no longer be a physical newspaper.

While he declined to forecast a date when this might happen, his words are being seen by many as a prediction of the inevitable demise of the printed word. Another statement in his talk has received less attention, but perhaps may demonstrate a much more profound realization about the future of media:

“We believe that serious media organizations must start to collect additional revenue from their readers … information is less and less yearning to be free.”

On the surface, this is worth exploring … after all, what media executive in their right mind would predict that people actually WANT to pay for media? Especially in an era where Chris Anderson famously declared in his Wired article and book that “the rise of “freeconomics” is being driven by the underlying technologies that power the Web.”  Seeing information or even entertainment as bits and bytes of information, however, is too narrow of a view. When someone buys the NY Times or a magazine or a DVD -they are not only paying for the media itself, but rather the experience it offers them. Seguir leyendo “The End Of Free Media?”

La edición impresa del New York Times tiene los días contados

“En algún momento en el futuro dejaremos de imprimir el New York Times”, declaró Arthur Sulzberger Jr., editor y presidente del diario en el International Newsroom Summit, afirmando que en un futuro la versión física de su periódico dejará de existir.

A medida que la circulación de los periódicos en papel sigue cayendo, también lo hacen los ingresos. En total, las pérdidas ascienden a 27,2%. Además, cada vez más consumidores utilizan internet para estar al día. Como mostró una encuesta de Mashable, sólo el 21,7% de sus lectores se informaba a través de los diarios en papel.

Pero, aunque el futuro de las versiones impresas de los periódicos esté en peligro, las noticias como producto van a seguir existiendo y las declaraciones de Sulzberger confirman este hecho. Se pueden interpretar como un intento de buscar formas nuevas, oportunas y culturalmente relevantes de poder llegar a los lectores y obtener beneficios ofreciendo noticias. Aún así, ha costado a muchas empresas entender que los periódicos no son el fin último del periodismo y, retrasando su innovación, muchas publicaciones se han puesto a sí mismas en una situación financieramente desesperada mientras tratan de alcanzar y adaptarse a los modelos de ingresos online. Seguir leyendo “La edición impresa del New York Times tiene los días contados”

Lectores y Anunciantes se van de “The Times Online”

Autor: Miguel L. Romero

Rupert Murdoch tras cambiar The Times Online a un sistema de periodismo digital de pago ha tenido grandes perdidas, en cuanto a anunciantes y agencias de publicidad, como de lectores e internautas que abandonan el diario para leer las noticias en otros periódicos digitales.

Rupert Murdoch, The Times Online, periodico digital

Las predicciones de Rupert Murdoch con respecto de las ganancias que obtendría gracias al modelo de pago de su periódico digital, se han visto seriamente afectadas por la respuesta de los lectores y de los anunciantes.

El 33% de los lectores han abandonado por completo el renovado “The Times Online“, ya que es absurdo (según comentan) que se tenga que pagar por información que en otros sitios es completamente gratis. Seguir leyendo “Lectores y Anunciantes se van de “The Times Online””

Tutorial: Create A Fun Ink Splatter Vector

Today we released a set of ink splatter vectors on Vandelay Premier and in this post we will be covering the process of creating these vectors. The process is not very difficult and it should be easy to follow, but it does take some time.

Here is a preview of the final result of this tutorial.

Tutorial: Create A Fun Ink Splatter Vector

These splatter vectors are fun to create, and since the end result is in vector format it is highly versatile.

Things You Will Need:

[ARG – Papel Prensa Scandal] Wall Street Journal y una dura columna contra los K por Papel Prensa

Cristina Fernández with Hugo Chávez.

Acusan al Gobierno de promover una “nueva era de represión” y critican que se juzgue a militares por delitos a los DDHH, pero no a ex Montoneros.

El diario estadounidense The Wall Street Journal (WSJ) publicó hoy una dura columna de opinión, titulada “El ataque de Kirchner a la prensa “, en la que critica la decisión del Gobierno de llevar ante la Justicia la compra de Papel Prensa y alerta sobre el supuesto peligro de que el país vuelva a tener un régimen autoritario.

“Durante casi una década los leales a la República Argentina han advertido que el país va camino de regresar al Gobierno autoritario”, asegura la citada columna del periódico neoyorquino, firmada por Mary Anastasia O’Grady e incluida en la sección de opinión.

El texto afirma que la semana pasada la presidenta Cristina Kirchner reforzó la opinión de sus críticos al tomar medidas para “despojar a los dos diarios más grandes del país de sus participaciones en el mayor proveedor local de papel para medios impresos”. Seguir leyendo “[ARG – Papel Prensa Scandal] Wall Street Journal y una dura columna contra los K por Papel Prensa”

[ARGENTINA] Nunca se habló tan mal de los Kirchner en el mundo

Visita de Néstor Kirchner, Secretario General ...


Por Fernando Laborda
Especial para

Mientras Néstor Kirchner insiste en denunciar una “dictadura mediática”, algunos de los principales diarios del mundo han condenado duramente la actitud del gobierno argentino frente a la prensa que no le es afín.

Nunca desde su llegada al poder, en 2003, los Kirchner fueron tan maltratados por los grandes medios de prensa internacionales como tras haber montado sus operaciones contra Fibertel y Papel Prensa.

El Wall Street Journal, uno de los periódicos más influyentes en el mundo financiero, publicó ayer una nota de la periodista Mary Anastasia O´Grady en la cual se señala que la ofensiva kirchnerista busca “aplastar la libertad de prensa” y “despojar” a Clarín y LA NACION de su propiedad.

Días antes, El País de Madrid comparó al gobierno argentino con “las peores dictaduras”.

En las últimas horas, se sumaron editorialmente a los cuestionamientos, entre otros, diarios como El Tiempo de BogotáEl País de Montevideo.

El prestigioso medio colombiano señaló que “la Casa Rosada quiere untar de un falso barniz de democratización un asalto feroz contra las conquistas que a la sociedad argentina le costó tanto recuperar”. Seguir leyendo “[ARGENTINA] Nunca se habló tan mal de los Kirchner en el mundo”

SEO Manager Wanted. Bots Need Not Apply

If you were looking for an SEO manager, where would you advertise?

Even if you follow all the rules Lou Adler laid out, it would be hard to top what the Daily Mail in the UK did.

The newspaper embedded an ad in its robots.txt file, a place there is no reason for any human to look. This is a file strictly to be read by the crawlers from search engines. It tells them what pages to index and what not to. For normal humans, there’s nothing of interest there, as you have may already have discovered if you clicked the link.

True SEO geeks, though, check those files. Sometimes the instructions to the crawlers contain interesting tidbits, such as the location where dummy editions might be found. A blogger in 2007 posted about what he found in some UK newspaper files. Seguir leyendo “SEO Manager Wanted. Bots Need Not Apply”

New York Times To License “DNA” Of Its Mobile Apps To Other Publishers

As one of the world’s leading media publishers, it’s critical for The New York Times Company to stay ahead of the curve in the digital space, or die trying. Hence, its efforts on the desktop with Times Reader 2.0, as well as its mobile website and multi-platform applications.

But the company has now come up with an additional way of deriving (sorely needed) revenues from its mobile apps apart from selling or slapping ads on them: licensing.

The NYT is reportedly experimenting with a platform dubbed Press Engine, which will allow other publishers to produce their own apps for devices such as the iPhone and iPad, apparently because they kept asking for a decent way to do so.

According to AdAge, which gained insights about the platform straight from a Times spokesperson, publishers will pay a one-time license fee for the platform at first, followed by a monthly maintenance fee. Any revenues generated from advertising or distribution of the apps, the publishers will get to keep for themselves.

Update: the press release is up.

The iPhone and iPad application templates will include the following features:

– partial offline reading and the ability to save articles;
– share functionality;
– photo gallery, audio and video;
– horizontal and vertical reading;
– simple search; and
– device-standard advertising units. Seguir leyendo “New York Times To License “DNA” Of Its Mobile Apps To Other Publishers”

The Guardian abre su contenido a los bloggers

por Marcus Hurst


The Guardian, uno de los medios masivos más abiertos a experimentar con nuevas fórmulas de periodismo, ha creado una plataforma que permite reproducir sus artículos directamente en blogs y medios externos.

El periódico ha desarrollado un plug-in en WordPress para reproducir su contenido en blogs. Cada artículo lleva incrustado publicidad, comercializada por The Guardian.

De esta forma, su contenido se difunde por Internet de manera legal a la vez que abre una nueva fórmula de monetización. Seguir leyendo “The Guardian abre su contenido a los bloggers”