Thomas Crampton

Next Beta: Social Media's Evolution, Globally

Old Media’s Effect on Reputation and Action

May 26, 2008

Blog writing has a different effect on people from printed media, Martin Varsavsky observes in a post.

I agree.

Martin finds postings in blogs like TechCrunch or GigaOm about him or his company – Fon – will bring traffic to his websites. When an article is written about him or his company in a publication like The New York Times or Forbes, however, the reputational effect is much greater (judging by people speaking to him about the article), but blog traffic hardly changes.

In addition to Martin’s Old Media Reputation Effect, I would add:

1- Old Media Action Effect

In launching a laser customization service in Paris, TagMyPod, my brother-in-law discovered a corrollary rule:

When someone blogs about TagMyPod, site traffic can increase dramatically, but sales often remain slow.

When a newspaper or magazine writes about his service, however, people start coming into the shop with ripped out clippings in hand.

2- The Old Media Search Defect

A related topic is the continued inability of Old Media to adapt to Internet search.

If I Google “Martin Varsavsky”, for example, I did not get a single link among the first 100 going to an article from a newspaper or traditional publication. (Most people don’t look beyond the first 20 results of a Google search.)

When I Google my own name – a byline that over the course of a decade appeared on more than a thousand articles in The New York Times and International Herald Tribune – I find only 4 links to articles in those publications among Google’s top 100 results.

When will traditional media figure out the importance of Google?

Not for a while, I hope. It helps traffic to my blog!

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Martin Varsavsky

Martin Varsavsky
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View Comments for “Old Media’s Effect on Reputation and Action”

  • Shri

    Here's one more good article for you.

    Lonnie - If you every pitch to Nike or their agency. Ask them to to try and find who Nike's CEO is, using Google. ( ). Reputation management 101.

  • Anon

    A MUST video watch in my opinion, for every person who is trying to peek into the future and predict what will happen.

  • onemanbandwidth


    I remember, not so very long ago, that the IHT was my way out of expats syndrome and culturally induced ennui. Writers like Royko, Buchwald, Barry made the next day in a remote area, where shopping for intellectually stimulating events was a 7-11 like experience, worth looking forward to...

    One of my clients still does a big business in EDGAR filings, but it is fast being replaced by RSS and Micro-blogging...

    I noticed today that my favorite source of China News the China Digital Times has even embraced Twitter to keep up with current habits and likely to leverage the power of the postings on Google and Technorati indexes. The clippings of old are the today's tweets...

  • onemanbandwidth

    I recently demonstrated to a large traditional PR company that a few simple digital adjustments to a news release could drive a story to the top spot in both Google and yahoo! news as well the organic listings in less than a week. The results of my demo remain some four weeks later.

    With Google and Baidu still allowing BBS and Forum postings to drive search page results for virtually anything reputation management should be a major concern to companies who do not know how to keep themselves out of harms way or in the good graces of top engines....

    In the insult to injury category: there are actually web sites devoted to teaching netizens how to destroy a competitor's rankings and reputation online. Media and advertising companies will have to get up to speed,and quickly, on digital strategies or find themselves unable to maintain expensive branding work they have done for clients.

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