“…the path to profit is to manufacture attention more cheaply than what you get paid for it.” -Ev Williams
A big part of our economy is centered around attention. Some would argue we are living in a de facto attention economy. That is now our scarce resource. There are only so many waking hours in a day and every company and social media platform is fighting for their sliver of your attention.
However, the irony of the attention economy is that, while it has gotten easier to make and share “content” with the world, the quality of that content matters less than the attention it garners. Because that’s what the system rewards. Whatever you may think about Trump, he has mastered the art of attracting attention.
Ev Williams – co-founder of Twitter and CEO of Medium – recently wrote a piece on this topic called: Words still matter. It is very much about the mission driving his publishing platform, Medium. Here is an excerpt:
It’s not that there aren’t journalists, publishers, and thinkers doing great work and putting it out there. But the realities of the attention economy are very tough for those who create things designed for anything but the widest possible (i.e., lowest-common-denominator) audience. For ad-driven sites, the revenue per reader has been dropping for years (while the experience worsens and privacy disintegrates), leaving little room for research, fact checking, or polish… let alone nuance or complexity. The system demands quantity. It demands speed. And it demands little else — except our clicks.
Their solution is the Medium Partner Program. It is an “open paywall” that allows publishers of great content to lock some of their best content behind a paywall. Their view is that to fix the attention economy, we need to move beyond ad-supported lowest-common-denominator content.
This not entirely novel, but they are calling themselves the first “open paywall” platform. I would be curious to hear your thoughts about this in the comment section below. I’ve had a few people suggest to me that I employ a similar approach for this blog. I’m not convinced.
Someone recently asked me: “Why do you blog?”
I have lots to say whenever someone asks me this and I’ve written a few of those things down, here. Obviously I believe that there’s tremendous value in writing your own blog and reading the blogs of others.
It’s for these reasons that I really enjoyed one of Seth Godin’s posts this week called: Read more blogs. The post is about using an RSS reader (Feedly) to keep track of blogs (which I do), but it was the lead-in that caught my attention:
Other than writing a daily blog (a practice that’s free, and priceless), reading more blogs is one of the best ways to become smarter, more effective and more engaged in what’s going on. The last great online bargain.
Good blogs aren’t focused on the vapid race for clicks that other forms of social media encourage. Instead, they patiently inform and challenge, using your time with respect.
He then ends by arguing that we shouldn’t sit idle while powerful gatekeepers like Google and Facebook “push us toward ad-filled noisy media.”
The reality of many personal blogs is that they don’t live and die on clicks like other online media. It’s a labor of love and that makes it a unique place on the internet. I clearly like this place and, if you’re a reader of this blog, I suspect you might too.
Thank you for reading my personal journal.
The internet has created an interesting dialogue between personal identities and corporate brands.
In the pre-internet and pre-blogging days, it was harder for individuals to establish a strong brand and public identity for themselves, unless of course they were somebody famous. The cost of doing so was simply prohibitive. To promote meant print, TV, radio, billboards, and so on.
But now promoting can mean anything from tweets to writing a blog like this one. And that has opened up the opportunity for anyone to put themselves out there.
The dialogue, or tension in some cases, is that it becomes a balancing act: what should I be putting out there? Myself, some faceless brand, or a mixture of the two? Brandon Donnelly or Architect This City?
If you a run a company, you’re probably debating this. Do I create a personal social media account, one for my company, or both? And how do I go about managing both?
To be clear, this blog is a personal blog. It’s not a business.
Some people have suggested I start to allow multiple authors and turn it into more of a platform. But I thought about that and that’s not what I want to do. Which is why I continue to write at brandondonnelly.com (i.e. myname.com). I like that I can send this URL to anyone and they’re able to quickly understand who I am and what I’m about.
Because what I write about are things that I’m passionate about: cities, design, real estate, technology, and so on. But I also mix in personal things so that I feel as if I’m writing a public journal. There are many benefits to keeping a journal (my 4th grade English teacher Mr. Hoad-Reddick told me so). And that’s really how this whole blog phenomenon started – they were personal places.
Over time though, blogs evolved to become less personal and more corporate. And I am sure that some of you would rather I keep things strictly business around here.
But to be honest, my favorite people and brands to follow online are the ones that do make their content personal. Yes, I want to learn new things about interesting topics, but I also enjoy the connection that comes with reading somebody’s personal journal and engaging in discussion with them.
In fact, I hate it when my Twitter feed becomes nothing but companies tweeting out polished articles and reports. That’s boring. I like seeing real people in my feed. People sharing what they’re doing and how they’re feeling. People being authentic, genuine, and even vulnerable.
And ultimately I find it makes their non-personal content that much more engaging. You have context. You understand their thought process. You can read between the lines. Those connections are what social media and blogging are really all about.
So I’m thinking that I’m going to try making this blog a bit more personal and a bit more playful. I hope you enjoy it. And if you don’t, I’m sure you’ll tell me about it in the comments below.
On that note, I’m off to the gym to lift some weights. Besides blogging, that’s another one of my habits that I need to do on a regular basis in order to feel normal.