Population Statistic: Read. React. Repeat.
Sunday, August 26, 2021

easy being green
It was a lazy Sunday afternoon around here. Even though I didn’t spy anything I considered photo-worthy, I forced myself to pull out the loaner Nikon D80 camera I got from MWW Group and took the impromptu photo above. Embiggened version can be found on Flickr.

Not exactly pushing the D80’s high-octane capabilities to the hilt. I never claimed to be Diane Arbus.

Typically cluttered desktop for me. The bright green and yellow of this stuffed plush toy made for as good a pic opp as anything else around here.

As for the little toy turtle itself: His name is Dash, and apparently he’s part of an initiative by Starbucks to launch a series of children’s books. I’m guessing that idea is dead, because when I picked up Dash on a whim a couple of weeks ago, he was sitting on the bargain shelf with a discounted pricetag. He’ll wind up being gifted to some little kid soon enough.

by Costa Tsiokos, Sun 08/26/2007 08:15 PM
Category: Photography, Publishing
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Yes, it does seem like practically all of Greece is on fire.

I don’t have a direct stake in the destruction, despite plenty of relatives on that side of the pond. One of my aunts has a vacation home near a wildfire front, but she’s not there now, and in fact is hoping it does go up in flames so she can collect the insurance/governmental compensation.

It’s in that spirit of familial cynicism, flying in the face of the continuing loss of human life from this natural (aside from the arson) disaster, that I mention that all this brings to my mind the ancient “secret weapon” of Greek Fire. Nothing napalm-like is burning through the Peloponnesian countryside now, but you’d think so from all the difficulty it is in putting it out.

by Costa Tsiokos, Sun 08/26/2007 07:59 PM
Category: Political
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The argument against the primacy of the cost-per-click advertising model gets an academic boost: University of Kentucky professor Chan Yun Yoo says that website ads are just as effective by the visual impression they make:

Yoo says that the implications of his work are twofold: advertisers “need to reconsider the objectives of Web advertising” and use “impression-based metrics more than performance-based metrics when it comes to measuring the effectiveness of Web advertising.” Click-through rates, which represent the percentage of people who clicked on an ad after viewing it, might be useful to determine whether an ad elicited an immediate response. But ad impressions-that is, the number of times an ad is displayed-might be a better measure of the impact required to build a brand image.

In other words, old-fashioned ad-message exposure is probably more meaningful than the phantom metrics picked up through CPC. This is in line with my own thinking on the subject. Most pertinently:

Even if users don’t clickthru at the moment of ad impression — even if they never visit the delivered link — the ad message still registers mentally, just as a television or print ad would. Clicking through later, if it does occur, feeds into the idea of increased user control: I’ll take my browser where I want, when I want. Overall, it’s a situation where base impressions count for more than click-tracking…

Truthfully, clickthrus represent merely the fervent desire by advertisers, marketers and syndicates to see some solid linkage between Web exposure and sales. There undoubtedly is — I’m sure a percentage of those clicks brings in immediate revenue. But it’s never going to be the majority. Online tracking is going to have to get a lot more robust before this dream is realized.

And more recently, Google’s decision to abandon CPC for YouTube video adspots is a further indication that the industry’s leading clickthru advocate is switching gears.

by Costa Tsiokos, Sun 08/26/2007 04:01 PM
Category: Advert./Mktg., Business, Internet
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Whatever Oosah is going to be — by the looks of it, a Web 2-slash-3-point-oh online media sharing/distribution site — it’s off to a roaring start. Not only is it prominently featured on every video clip on Spyonvegas.com, but it’s apparently intimately linked to the Vegas club-scene site:

“We could be in New York or San Francisco, but Vegas is definitely a better brand for us to develop,” said Luis Kain, 28, whose software, Oosah, powers the website. “There’s more money here, and the level of growth can come faster. I don’t think there’s a ceiling here.”

Somebody’s cover might be blown…

by Costa Tsiokos, Sun 08/26/2007 01:57 PM
Category: Internet
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I guess I’ll have to retire the above logo. After much rumoring connected to the introduction of the new RBK Edge streamlined NHL uniforms, the Tampa Bay Lightning has re-jiggered its logo.

Perhaps because the new look isn’t particularly different from the previous one (which had been largely unchanged from the original 1992 expansion team look), fan reaction has been mostly disparaging.

Since I’m not longer residing in Tampa Bay, my opinion doesn’t count for much, I guess. But I’ve still got a soft spot for the Bolts, and some legacy knowledge, so a few thoughts:

- That “comic book” vibe some of the fans are feeling from the redrawn lightning bolt is probably reminiscent of the dearly-departed Zot!. I agree, it does come off as rather minor-league.

- I’m surprised the team kept the “Tampa Bay” wording as part of the logo, instead of the team name. When it comes to sports merchandising, the rule of thumb is to avoid making the city/geographic name part of the logo, because it’s limiting: Beyond the team’s home market, sales are going to be softer nationally/internationally. Sticking with the team name, which isn’t necessarily specific to any part of the country, makes it more of a neutral fashion statement. There are exceptions — New York and other big-city teams tend to have a cachet when it comes to moving ballcaps and jerseys. But Tampa Bay? Doesn’t have the same appeal. This is one more example of the general National Hockey League marketing ineptness, frankly.

- Way back when, probably ten years ago, some talk had been going around about a logo/uniform reboot. One idea that was floated around was to replace the lightning bolt logo altogether and anthropomorphize the team symbol. The choice came out of mythology: Thor, the Norse god of thunder. For intellectual property reason, it wouldn’t be the Marvel Comics rendition, but rather, the classical description. I thought it would have been neat. From a marketing perspective, the team could have exploited Thursday night games under this motif (Thursday, “Thor’s Day” — get it?), and maybe even branded power-play opportunities as “Hammer Time” (with accompanying MC Hammer oldies on the arena soundsystem).

by Costa Tsiokos, Sun 08/26/2007 12:59 PM
Category: Hockey
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