OMMA EAST 2006 THE MARKETERS RESOLVED: Online-fueled Media Upheaval will drive Marketers away from Advertising.

New internet content models are threatening to destroy the advertising business. Some of the internet's most popular destinations are hostile to advertisers or simply don't or can't accommodate them. Faced with spending more money on less effective media, advertisers are tuning out advertising and turning up good old-fashioned marketing, even taking a page from publishers' books and creating content of their own as a means of reaching and engaging customers. Do they continue to spend on advertising simply because their competitors are? With pressure mounting on advertising's ROI, will advertisers find there are ways to slash media budgets and preserve market share? Is New Media not 'Media' at all, but really an altered reality with new marketing laws still to be discovered?

Speakers:
Stephanie Bittner, Director of Brand Advertising and Communications, Starbucks
Rex Briggs, Founder and CEO, Marketing Evolution
Tim Kopp, Vice President of Worldwide Interactive Marketing, Coca-Cola
Babs Rangaiah, Senior Lead, Media and Entertainment, Unilever HPC
James Mahoney, Director of Media and Brand Advertising, Capital One
Moderator: Lydia Loizides, Vice President, Director, Media and Technology Experience Analytics for The Consumer Experience Practice, Interpublic Media



  • Has the Internet damaged advertising?


  • Companies get scared when they realize that they have to take action post ad efforts

    • Grabbing data and making it work for

    • It used to be you could know who would win market share based on how much they advertised

    • Today, it is not how much, it is how well




  • Commitment to Innovation (agreed)

  • More than metrics, how people are talking about us, how can we influence the conversation?

  • Taking a larger view over ROI and CPA

  • Cross Marketing Shared Learning

  • Relationships with Brand change, technology has played a factor in this

  • One of the questions was the role of IPTV



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OMMA EAST DAY 2 AM Keynote

AM Keynote:
Can the Marriage of Advertising and Marketing be Saved?
How Marketers Can Go Around the Intermediaries to Claim and Hold Their Own Customers
Speakers:
Rex Briggs
Founder and CEO, Marketing Evolution
Tim Kopp
Vice President of Worldwide Interactive Marketing, Coca-Cola


It is funny how the AM keynotes are always significantly less crowded than the PM keynotes :) Well, perhaps it is not that funny.


Geoff Ramsey




  • Geoff Ramsey Recap- Beth Comstock- It's all about storytelling

    • If you are not failing you are not doing your job



  • Most of us are either asleep of ahead of the curve

  • Who's in control

  • It is about listening to the consumer more than ever, not about marketers losing control


  • Blogging and Trust

    • between 3 and 12% trust blogs (shoddy and vague research as far as I am concerned)



  • Note from the author- Geoff, we heard this at eTail!

  • Trust, Social Networks, lonelygirl etc.

  • Social Networks as places to learn about the demographic


Tim Kopp and Rex Briggs



  • Rex Briggs "What Sticks" (Halley Hopkins recommended this book, I am pretty sure I already ordered it)

  • Marketers dialogue with consumers

  • Ability for dialogue has increased- More one to one with more media choices

  • The old way was to look at consumers undifferentiated- that will not work now


  • ROMO- return on marketing objectives

    • Measurement of User Created content

    • Inclusion of COP Communication Optimization process

    • Collaboration




  • Integrated Marketing

    • Monologue to Dialogue (isn't there anything new to talk about, weren't we talking about this last year?)



  • Consumers choosing to interact how, when and where they want

  • How do we become part of the dialogue


  • Tim Kopp on the thiry second spot. "I don't think it is dead, I just think it is irrelevant...at times"

    • He then goes on to show the 30 second spot "Happiness Factor"




Ok, I don't get it. This is a truly typical 30 second spot. Does nothing for me, sells nothing. Why is this good marketing? The Production value is great. IS THIS SELLING ANYTHING????? It sure does not add value to the product experience.



  • Direct Engagement- Coke.com- Connecting People (this I like)

  • Measurement is the key- online and offline ROMO


  • Keyword: Collaborate

    • How do media/advertising/marketing work together



  • Marketing as a supply chain


  • The Power of Media Partners

    • Scale

    • Environment

    • Aggregation of interests for the consumers

    • Independent credibility

    • Access to consumer data




  • Honest Discussion for continuous improvement - Did this really work?

    • Perhaps there were not good metrics for success to begin with




  • What is the process to guarantee success


    • You need a COP

      • Define Success

      • Scenario Plan

      • Take Action





  • Should the marriage between advertising and marketing be saved?



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Afternoon Keynote

THE CONTENT
RESOLVED: Only Content that Stands Out Online Can be Monetized; But Publishers Aren't Producing the Online Content that Most Excites.
Given the challenged advertising models in all media, content owners are already grappling with new ways to monetize their assets online. Read: Paid Content. But a new dilemma has surfaced: the very content which publishers seek to monetize is now rivaled by advertisers entering the content game directly and consumers trumping everyone with their own amusements. How can publishers create online content that stands out when everyone is creating content online? Are we facing a new arms race, where companies compete on sheer tonnage of articles, videos, podcasts and games under their corporate umbrellas? Or will quality prevail over quantity, restoring content owners to their traditional place at the center of the media hierarchy?

Speakers:
Beth Comstock, President, Digital Media and Market Development, NBC Universal
Jim Bankoff, EVP, Product and Programming, AOL
Patrick Keane,
Head of Sales Strategy, Google
Larry Kramer, President, CBS Digital Media
Jeff Karish,
Head of Strategy, Yahoo! Media Group
Moderator: Michael Wolff, Columnist, Vanity Fair



  • Online CPM's 1/10 to 1/15 they are in print

  • Is quality the issue, is the issue what can we do on the cheap?


  • Larry Kramer- Business Models are still not full mature

    • Consumers are taking more catch of how and when they get content

    • People want news and they are going to pay for it




  • Beth Comstock

    • We need to become more efficient with our news gathering



  • 6% of domestic ad spend going into interactive

  • The content that we have to make for this new medium is fundamentally different than in traditional media (AMEN)


  • two Content Paradigms

    • Repurposing of Content

    • Growth of Something Unique- Social Media



  • Traditional forms of having trouble fitting into new formats

  • Who should be creating content for this new medium

  • Production solely for the web

  • AOL/Time Warner - Are we at the point when something like this makes sense?

  • Blogs, Music Videos

  • Why would you want a major media company which much larger cost structures engaging in things such as blogs when their are already people who know how to do it and are doing it well?

  • Kramer- The long tail continues to grow longer- Major media can help navigate

  • Video is becoming as prevalent as text


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Search and BT: The Coming Storm (incomplete due to battery death, I hate Dell)

 Monday 9/25
12:15pm - 1:00pm
Media Track: Alvin/Edison Room
Session Description:
With its demonstrable ROI and relative ease of execution, search marketing has long been the darling of online advertisers. Behavioral Targeting has started to demonstrate its vast potential, yet can be difficult to implement, and continues to hindered by issues of privacy and scale. Now that the search engines are firmly inserting themselves into the behavioral landscape, will the two go together like peanut butter and jelly, or taste more like peanut butter and tuna fish?
Speakers:
Omar Tawakol, Chief Marketing Officer, Revenue Science
Matt Spiegel, Managing Director, Resolution Media
John Mracek, Vice President, Product Marketing, Yahoo!
Anna Papadopolus, Interactive Media Director, Euro RSCG
Fran Maier, Executive Director, TRUSTe
Moderator: Alan Chapell, President, Chapell Associates


I am probably going to run out of batteries before this session starts :( but, I will cover it as long as I can.

Is BT providing the elusive one to one marketing promise of the web
Search behavior leveraged to add to behavioral profiles and intent
BT Search for Branding and DR Purposes "triggers of intent" Omar Tawakol revenue science
Added complexity of BT to search- Tagging etc (this should really not be an issue but, i know it well)
Creative Cycling- Do you retarget if someone does a broad search "travel" and if so what is the message

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Does RSS = R$$? Feeding Publisher Profitability/Pheedo Shmeedo

Monday 9/25
11:15am - 12:00pm
Online Content Track: Duffy Room
Session Description:
RSS has already changed the way the world consumes media, moving the web toward a subscription model, where users decide what content to receive and when. And in turn, RSS is changing the world in which advertisers can spread their message. Publishers can now accurately measure their audience for feeds and choose the best approach for inserting advertisements. Feeds offer not only a choice of audience but perhaps more importantly, an audience who has chosen to listen. This panel discussion will examine the benefits of the engaged RSS subscriber and how he or she can be measured. What does the future of advertising look like with RSS subscriber rates growing by the millions? How can reader data be harnessed to produce impactful creative? What’s the best way to monetize RSS readers—with CPC or CPM rates?
Speakers:
Jake Dobkin, Publisher and Founder, The Gothamist
Jeff Hinz, SVP, Director of Client Services, ID Media
Ed Manning, Vice President of Business Development, Private Label, NewsGator
Scott Cherkin, Director of Business Development, Travel Ad Network
Moderator: Dana VanDen Heuvel, Director of Business Development, Pheedo


Gothamist- RSS makes up of 15% of traffic


Travel 2.0- Travel blogging is a new buzz phrase


Pheedo calls themselves the Premier RSS Ad Network, that is not accurate!



  • RSS users tend to be more engaged

  • From Text ads to image ads

  • Growing Community around RSS and search



On a side note from the other. I hate the be the cynical early adopter but, this is old data. Where has everyone been.



  • Thankfully there was a feedburner mention

  • Slow growth (quite obvious, just wait until vista comes out)

  • Higher Conversion Rates within RSS Feeds

  • Multi Platform helping volume

  • Community around information

  • "Chicklet" Ubiquity- Make those things easier to use for the common folk

  • There is a user defined behavioral aspect to RSS reading (people getting classified feeds when they are in market for certain goods etc.)

  • A large % of people using RSS do not know they are using RSS

  • Finding new ways of presenting RSS is the key


It seems that all the people on this board are looking at different ways to monetize RSS. From private label readers to in- feed ads. I foresee the potential of an RSS SPAM PERIOD since the push is so hard and untargeted. I hope this does not transpire but, if the advertisers are not using the technology they are advertising in, it could mean trouble.


My recommendation is, move slow, move smart or we will wind up in the same place we are with email


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Conference This! OMMA EAST

I am gearing up for OMMA east!


I am pretty excited to hear Chuck Porter, Carl Fremont, Larry Kramer, Ross Levinsohn and many others. I am excited to here what the community is saying about RSS, broadband video, social media, IPTV and many other topics of the day.


This is a very big year for the interactive media space and I am sure a lot of ground will be covered.


For those of you who read my blog on a regular basis, the next two days will focus on OMMA so plan accordingly :)


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OMMA EAST Morning Day 1

So, I am by no means an industry veteran like some of my colleagues but I have been in this industry long enough to know that there is a certain air in the room this year. There is an air of importance, newness and confusion.


Many people are here to try to make sense of the world rapidly changing world of communications. Some may feel that they understand what is happening but, the really smart folks know that what is happening is all about dialogue and community and that no one person can have all the answers. That is what this year is all about!







8:30am - 9:00am
Our World Speeds Up: Online Media, Marketing and Advertising by the Numbers
Geoff Ramsey, CEO, eMarketer and OMMA EAST Master of Ceremonies

This year is about speed in the advertising, marketing, and media


Geoff Gives us a lot of good stats that support the fact that the broadcast TV industry is being overrun by the Internet


(I will include the stats from this presentation later in the day)


Another major point of his talk was Fragmentation


Media Fragmentation is leading to total  disintermediation- Anyone, anywhere, anytime


Place Shifting as well as Time Shifting (slingbox)


The TV and the PC are crashing into each other


Everyone is creating content today...everyone!


Agencies are returning to content production...soap opera revisited. Agencies get ready!


52.2 Million homes with Broadband. There are 108 MM HUT's (homes using television) but this is all TV


Mobile, Behavioral and Search (oh my)


"Don't Join The Herd" If you are going to execute, do it well


RSS- Geoff, I feel that you have joined the herd with your RSS outlook. So what if people have not heard of it, it does not mean they are not using and, have some foresight, they will!








9:00am - 9:30am
AM Keynote:
At Speed: How to Throw Out All Your Plans and Enjoy the Ride
Rishad Tobaccowala
CEO
Denuo

He added something to the title of the presentation


How to throw out your plans, Address Crap and Enjoy the Ride



  • Get rid of unnecessary decision makers, they slow things down

  • Shifting sand troubling marketers

  • Forget about three years ago, what about three weeks ago

  • Address Crap

  • Percolation won't work in an espresso age

  • Mind Your organization

  • Mind your API

  • People NOT Consumer NOT user

  • How to enjoy the ride

  • Hard core accountability

  • New Metrics- Interaction, Consideration, Intent, Net Promoter

  • Net Promoter- the number of brand advocates minus the number of people who hate your brand

  • Iterate To Metric Success Through Jazziness

  • Improvise

  • Marketing as Facilitation

  • Be Authentic

  • Value System, Sense of Self, True, Transparent








9:30am - 10:00am
AM Keynote 2:
So, the New Content Models Have Taken Over. What Happens Next?
Ross Levinsohn
President
Fox Interactive Media

"The golden age is before us, not behind us" - Shakespeare



  • Consumers Are Driving today's media business

  • No Barriers to entry create content

  • New Engagement Model

  • Micro Publisher growth

  • 60 MM plus bloggers

  • Fox Interactive Second Biggest site in terms of page views (lets see what happens when the MySpace fads slows down)

  • 131M uniques

  • Direct To Drive- Enabling People to download Fox programs

  • "You have to be Immersive" - talking about being in the modern ad space

  • This is the greatest revolution in the media business








10:00am - 10:45am
THE MEDIUM
RESOLVED: Internet speed makes media planning in any traditional sense at best futile; at worst, fatal.
Last year media agencies realized their plans were antiquated; this year the entire function of media planning is faced with obsolescence. As audiences move from site to site and device to device, yesterday's fad becomes today's trend and tomorrow's old news ... and media planning must likewise evolve. More challenging still, much of the media consumers find most engaging do not yet lend themselves to advertising and marketing. How can stakeholders operate in an environment where the Media Plan should read more like a Creative Brief?

Speakers:
Rishad Tobaccowala, CEO, Denuo
Ross Levinsohn, President, Fox Interactive Media
Joe Marchese, Head of Online Media Practice Group, Bainbridge
Carl Fremont, EVP and Global Media Director, Digitas
Moderator: Joe Mandese, Editor-in-Chief, MediaPost

 The Media Plan should read more like a Creative Brief (love that line)


Carl Fremont- New Models being invented daily. We can be more creative, inventive and engaging


The Art and Science of Media Planning- "We still rely on some of the old science"


Joe Marchese- What do the people want?


Is ROI like a drug? Is it taking over?


invite People into our brands and add value- Fremont


Book Suggestion- "A Whole New Mind"


"Computers are not very good at seeking patterns, once the patterns turn to three dimensions"- Tobaccowala



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Fashion On the Web


One of my favorite clients brought this article to my attention:


"Luring Luxury Brands To The Web"


Now, I am no fashionista and am not one to start a dialogue on fashion, I think that this article brings up other issues pertainsing to the web as a medium.


The article says:


"Luxe fashion houses have been slow to embrace the Internet"


The article goes into how some luxe fashion houses are slow to adopt the web (certianly this is not the case for the retailers) and that some marketers feels that magazines represent their brands better. I am probably the first person that would argue in favor of the web but, luxury fashion is not really my area of expertise (luxury retail is a different story, I have been aournd it long enough to have picked up a thing or two).


It seems odd to me that in the year 2006 the notion of "embracing the internet" is something to discuss. I mean, come one, we are just about done with Web 2.0 at this point (personally,  I am on Web 7.6)!


This begs the questions, are their  things that are not a right fit for the web? If the medium is the message than, does this medium give the worng message for certain industries, brands and goods?


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Love the Juice

Those who know me personally know that my thoughts on media and marketing have been influenced by one bad ass, renegade marketer. I saw this man over a year ago at FIT and did not look back so, this post is my thanks.


As much as I like to think I either have the answers or can find them through many sources, I need to put ego aside and give credit where credit is due.


I have read the book and drank the juice. Now I shall publicly declare and pass on my admiration.


Check These Out:


The Juice Spills on the Netherlands


UNMTPNM


You can read the book or, you can be a bad marketer


Go ahead, don't listen! Remain in the dark and let the light shine on me.









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Gorilla Marketing Does Not Always Work

I get very frustrated by critics who never have anything good to say about modern advertising and I do not want to be one of those people but, if someone would give me some good advertising, I may not have to!


First let me start by saying...AH!!! I simply do not get it.


Perhaps the fact that I never worked at a traditional ad agency makes me incapable of getting the genius at work here but, I am happy that my thinking is not littered with the tradition and sense of delight that this type of advertising is supposed to bring.


I shall not say much more than, what is the point, where is the value, what brand attributes are being touted here and why the hell would I want to buy a Jeep after seeing this (I would actually prefer to buy a gorilla after seeing this)?





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Paper on The Web

To continue along with the McLuhan theme of the other day, I am going to do it. I am going to anger communication students everywhere and write, "The Medium is the Message"!


An external truism to this statement is, what may work in one medium may not work in another. The New York Times Company is learning this and I must say is doing a great job. Check out this article in MediaPost Today, "New York Times Partners With Answers.com".


It is apparent that NYT really gets it. You cannot merely appropriate content that was made for one medium for another medium= no added value, the ringleader loves added value!


If you are going to be in the interactive space, be interactive, please!


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The Power Of Won

In Marshall McLuhan's prophetic book, Understanding Media: The Extensions of Man (1964), McLuhan speaks about the notion of a Global Village.


What may have seen like an oxymoron at the time has played out in full in the modern day. I can just as easily connect with my mother who lives 30 miles away as I can with someone who lives 3000 miles away (although I always make sure to call my mom :) ).


To some, the concept of the Global Village may be overwhelming and may make some feel small and not able to effect change.


Other's may look closer at this Oxymoron and say, "Although it is Global, it is  still a village and, although I may not be able to connect with every villager, I don't need to. At the end of the day I will be able to connect with the villagers who want to be connected with".


So where am I going with all this....


I am working on a Project called Daily Comedy.com



In a Saturday morning marketing meeting (hmmmmm) the topic, "how are we going to get the word out without a massive budget" came up. In the back of my head I was very confident that we had a great product here and, although a big budget would have been nice, a tipping point would come soon.


The force of this tipping point would lie in the fact that we are well connected in this global village and it is just a matter of time before the needle moved. Surely enough I got an email a few days later alerting me to the fact that the needle had been moved a little bit by someone in Wyoming.


This someone (whom I will leave anonymous) recognizes the power of one. After winning a contest on Daily Comedy.com he wrote an email applauding the teams efforts in allowing comedians to "test drive" material before taking it to the stage and vowed to send out a press release to the local news in his "local village". He asked us to keep an eye on our site stats counter as, we would be receiving a significant increase in traffic.


My feeling is that as the next few days unfold, this story, compounded with the "local village" traffic will balloon and touch upon pieces of the "global village".


Herein lies one of the beautiful aspects of the time in which we live. A time where great content rises to the top through social bonds, unbounded by traditional media's firm grasp (yes, this is aimed at Cablevision).


Long Live Social Media!


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Finding your way via Word Of Mouse


So I had a crazy night last night. The type of night I have not had in a while (on a school night anyhow :) ). I was introduced to the Founder and CEO of Word Of Mouse and we had a really fun night. This post is not about sending love to someone simply because I like them. In fact, I was a little skeptical about the concept of this site when he pitched it to me as, it sounded like About.com meets Squidoo; boy was I wrong!


In his book The Search, John Battelle talks about the future of search lying (in part) in the verticalization of the search space. Many have taken this idea very literally and have created very rigid verticals that do not take a human approach (Kayak, Jobster etc.). While the value proposition of these sites is strong, I do not feel that the future of search lies solely in an algorithmic framework.


What Word Of Mouse does is create "human verticals" (that is not their terminology, I am not sure whether or not they would agree with me so, I want to clarify this fact) within geographic constraints. This adds value in two ways:


1. Specifity


2. Perspective


Algorithms do not take perspective into account and even if they could, whose perspective would it be? Word of Mouse gives you the profile of the guide you are searching "through" thus adding a human touch.


The site gives you the ability to choose someone who you may feel is similar to yourself and search through their lens (to steal a page from Squidoo). Or, you can search through the lens of someone you may never be (dare to live on the wild side).


I am going to give the site a B+ and a strong endorsement. The reason that I cannot give it an A is, no start up can get an A. A's only come through execution so, as the site matures, I am sure it will it will come closer to perfection. After talking to the CEO, I think he has the tools to pull this off.


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Reciprocal Love From FeedBurner/We have a Chasm To Cross Together

Most of you know I love FeedBurner. Brent Hill VP of Biz Dev has become a good friend of mine and in a recent article he talks about Disruptive Technologies and what it means for advertisers. He also talks about what it will take for advertisers and agencies to Cross the Chasm. I just want to highlight three points that he makes:


:As advertisers peer across the chasm at emerging media, these new media evangelists assist in several ways by:


• Defining the type of messaging that’s appropriate for the media
• Determining how the messaging will be delivered
• Aggregating the media to create scale sooner, rather than later"


There is also a quote from yours truly but, I will not paste that in here as, the article is great and you should check it out!


http://www.adotas.com/2006/09/the-new-media-chasm-examining-the-efficiencies-of-aggregating-new-media/1/


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Let Us Not Forget Language

Sometimes, in this media circus I forget the most basic form of media; Language. Lucky for me I meet someone really cool at podcamp who is going to be our Linguistical Media corresponded (she has not agreed to do this but, I am very persuasive :)


Meet Char everyone. A few posts back I brought up the fact that the blogosphere/podosphere tends to be  male dominated. This started a great conversation but, below you will see some research by Char that sheds some light on the topic.


Char wrote:
So I looked into the whole female language use thing. Suzanne Romaine, a prof at Oxford, wrote a book called Language in Society (Oxford University Press, New York, 2000). That's where most of my information comes from. She's got several pages of references, but she doesn't have footnotes so I don't really know what's got what info. I can kind of guess by the titles, but I figure if anyone really wants to know more than can ask for the references.
So, studies have shown that in all-male groups and all-female groups very different patterns of verbal interaction exist. These patterns "begin in early years when children play in same-sex peer groups.
"Boys tend to have a larger network than girls, who usually have one or two girlfriends with whom they play regularly." This has something to do with the activities girls and boys tend to participate in. You can't really play football with 3 people. And it would be a strange sight to see 10 or 15 kids sitting down to have tea while playing house.
"Although much less attention has been paid to girls' networks than those of boys, there are observable differences in the way in which language is used in boys' v. girls' play. Girls use language to create and maintain cohesiveness, and their activities are generally cooperative and non-competitive.
Differentiation between girls is not made in terms of power. When conflicts arise, the groups break up. Bossiness tends not to be tolerated, and girls use forms such as 'let's, we're gonna, we could' to get others to do things instead of appealing to their personal power. When they argue, girls tend to phrase their arguments in terms of group needs rather than in personal terms.
"Boys, on the other hand, tend to have more hierarchically organized groups than girls, and status in the hierarchy is paramount. In boys' groups speech is used to assert dominance, to attract and maintain an audience when others have the floor. They issue commands to other boys rather than suggest what should be done. Certain kinds of stylized speech events such as joking and storytelling are valued in boys' groups. A boy has to learn how to get the floor to perform so that he can acquire prestige."
There's a whole bunch of examples and studies that have been done, but I won't get into them here. If you want to hear about them let me know.
There's also some info on the theory that all kids start off learning "women's language" at home, then boys in their adolescence break off and start talking like the older boys due to peer pressure. Romaine also goes on to talk about the pressures on guys to talk "rough" or be ridiculed, and the pressures on girls to be polite and not push people too far or people will "judge them negatively".
I'll just say one more thing about how these things translate in adult
behavior:
"Looking at adults, we can see some continuity between adolescent ways of speaking and the management of social interaction later in life. There are common elements in the speech styles of boys and men such as storytelling, verbal posturing, and arguing. Men tend to challenge one another. Women, on the other hand, do not value aggressiveness and their conversations tend to be more interactional and aim at seeking cooperation. They send out and look for signs of agreement and link what they say to the speech of others."
This is pretty important to the point I was making. How can women send out signs of agreement or seek them in others when podcasting is so one-sided?
Obviously once you've built up a community around your podcast you might have people commenting on a regular basis, etc. but at the beginning it would be harder for women. Basically, it's harder for them to get their foot in the door. I think in terms of goals for what podcasting should be (there was a lot of discussion about building networks and communities at podcamp), women have a lot to contribute (to make others feel included in this - but that might just be applicable to other women). But men usually have more success building networks for themselves than women do, so that might explain it.
I just want to say, all of these are trends and patterns that have been studied by various scholars. I always find it amusing when someone argues them and tries to prove how they don't fall into these patterns. There might be a few exceptions, but I've found that most men and women do fall into the designated categories. A lot of times people confuse the content of their utterances with the manner in which they say it. It's much less about WHAT you say as HOW you say it.


That was awesome, thanks Char!


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