Deloitte TV+ paper, some notes

A new paper out today from Deloitte called ‘TV+: perspectives on television in words and numbers‘ which covers some subjects close to my heart. I was particularly pleased to be invited by the Guardian to appear in some brief podcasts discussing it (along with Tess Alps from ThinkBox, George Entwistle from the BBC, Richard Welsh from Bigballs Films, Sally Quick from UKTV, James Bates & Paul Lee from Deloitte, all chaired by the brilliant Aleks Krotoski).

The PDF itself is secured, making it hard for me to copy and paste some choice quotes for you. Oh well. Here are some rough notes anyway.

Foreword

TV as “the super medium around which all others revolve”.

The primacy of TV is defended in terms of hours of consumption, but I think there may be more to it than that. Would would it take for the internet to become the primary medium? Hours of consumption? Reach? Share of total advertising spend? We know that the share of advertising revenue spent on TV, press and internet are now about equal (26-27% / £4B each) with internet spend just slightly below the other two. TV has been stable, press has been falling and internet has been rising. What happens next year, if internet overtakes TV spend? There’s an argument that we could be very close to the moment when the Internet becomes the primary medium for advertising. That doesn’t necessarily make it the primary medium for culture, but I’d argue we’re moving towards that too. [According to Ofcom, the percentage of 8-11 year olds who would rather give up TV than internet is 15%, and rising. Even more striking, “children aged 12-15 are now as likely to miss the internet (24%) and mobiles (26%) as they are to miss TV (24%)”. Interesting times ahead.]

1.) TV+ proliferating portable screens

Increased opportunity to watch TV thanks to increase in access to mobile devices, apparently. Hmm. My view is that just because someone can watch TV on a small screen doesn’t mean they will always want to. I’d expect mobiles devices to be largely used for clip-snacking rather than people watching 30 minutes of TV on the move (though no doubt there will be some more of that too).

Colour e-ink capable of fast refresh rates. (Imagine something like a Kindle, but in colour and capable of video.) This will indeed be amazing. I’m still not sure we’re going to be watching whole episodes of X Factor in the park though. Personally, I think the power of mobiles will not be in watching TV, but as a second screen allowing you do browse, chat, buy etc simultaneously and individually, without cluttering up the big shared living room screen. Million Pound Drop had an online game (by Monterosa for Channel 4) allowing you to play at home. With good on air calls to action they had 12.4% of the TV audience simultaneously playing on their second screen. For advertising, things like the Honda Jazz app and the Heineken ‘Star Player‘ game are just the start.

2.) TV+ social networks

“Social networks and television complement each other” Couldn’t agree more. Both for TV makers and advertisers, the opportunities here are massive.

Popular programmes are what drive social chatter. – I can certainly confirm that producers and commissioners are very interested to know “did we trend on Twitter last night?” But some interesting ones are thinking about how to make sure their programmes work well online too. Seven Days was deeply flawed in many ways, but a format that tried (and arguably succeeded) to ensure people would talk about it and share it online. The BBC, too, puts a lot of effort into helping people know where the online conversations are happening online (whether it’s linking to the buzz about each programme from its official web page (like this), or putting a hashtag on screen at the start of certain programmes).

35x more time spent watching TV than using using social networks. (more people are watching TV, and for longer, than using social networks). This is probably the fact with which TV execs in Edinburgh will be reassuring themselves in Edinburgh this week. I’m not sure this helps us understand the underlying patterns though, for two reasons. First, because TV viewing figures measure “presence rather than attention” (to quote the brilliant Matt Locke), and time spent watching TV is very different from time spent conversing, sharing, creating, etc. And second, because the average time spent online is not a particularly useful measurement. I’ve been re-reading Clay Shirky‘s Here Comes Everybody recently. He writes “the most active [in social systems such as Wikipedia and Flickr] tend to be much more active that the median participant, so active in fact that any measure of ‘average’ participation becomes meaningless. There is a steep decline from a few wildly active participants to a large group of barely active participants, and though the average is easy to calculate, it doesn’t tell you much about any given participant.”.

Conclusion: “Television and social networks could each exist independently of each other” … but “the two media are strongest when working in parallel”. Yes.

3.) TV+ technology

PVRs: people think they’re watching fewer adverts but actually, they’re watching more. (As with ‘TV is not going away’, this is actually something people have known for a while.) It’s a good fact though.

47% of 16-24 year old PVR owners always, frequently or occasionally stop fast forwarding through ads if they see an advert or trailer that interests them. – Interesting to think of opportunities to develop advertising that works well on PVRs. A three minute spot, with 18 seconds of film played out at 1/10th normal speed, would be really annoying unless you were fast forwarding it. Let’s not make one of those.

I dispute that claim that YouTube is now “focused on professionally produced content, with television programmes featuring prominently”. I’d suggest that the vast majority of YouTube’s content is still people “broadcasting themselves”, despite the (very sensible) moves to showcase professional content too.

4.) TV+ advertising

TV advertising remains strong.

“This is why the most successful campaigns tend to run across multiple media – each complementing the other, each reaching the target audience in a different context, but all conveying the core message.” – Spot on. At work, we call this an integrated campaign.

5.) TV+ shopping

TV is about as important as recommendation by a friend, while ‘I came across it on FB/twitter’ are very low. Interesting, but I think there could be a bias in that survey against recommendations made online, especially as social networking becomes mainstream and not something people think about as a specific activity (just how they stay in touch with some friends).

All in all, a really interesting piece. Well worth a read.

GX Buggy micro RC car – hands on review

The Tomy GX Buggy is a micro remote controlled car from Tomy, the people who bought you the Q-steer and, before that, the Char-G. I reckon they’ve managed to come up with something even more fun here, and was very pleased when I was offered a sample to review.

GX Buggy GX Buggy GX Buggy controller GX Buggy GX Buggy

To get the obvious stuff out the way, the car is tiny and it’s fast. At 10 cm long, it easily sits in the palm of your hand and at a mere 42g weighs next to nothing. Tomy claims it will do up to 22km/h. I was sceptical at first, but having seen it in action I can believe it. It’s certainly more than fast enough for bombing around indoors. It takes about 20 minutes to charge using the portably charging unit (which takes 4 x AA batteries, not included). From that, you get about 10 minutes driving time.

For comparison, it’s about half the price of the Losi Micro T (though of course you lose a few features including proportional steering, full suspension and rubber tyres).

The GX Buggy remote control (which takes 2 x AAA batteries, not included) offers proportional acceleration, plus braking and reverse as well as (non-proportional, i.e. just left/straight/right) steering. I’d quite like proportional steering, obviously, but even without it the car is an awful lot of fun to drive.

The foam rubber tyres are perfect for indoor use, with good grip on both lino and carpet.

Since it’s so small and light, you’d expect it to flip over when it hits things and spend a lot of time upside down. It cleverly self-rights though thanks to a plastic ring, the ‘roll wing’, which (usually) puts it back on its tyres very pleasingly.

And, being so small and light, and with such good acceleration, it can jump really high even with quite a short run up.

I have not tried it outside yet, but while I think it’ll run ok on tarmac I would be a little nervous about how long the foam tyres would last. I would love to take it to a concrete skate park and see how it performs there though. Should be lot of fun in a half pipe.

GX Buggy GX Buggy GX Buggy GX Buggy GX Buggy GX Buggy

Greenpeace + VW – an integrated rebellion

A fascinating new campaign from Greenpeace launched this morning, subverting the popular (and award winning) VW The Force ad. Never a dull moment around Silicon Roundabout...also stormtro... on Twitpic

I first noticed it because Twitter was abuzz this morning with news of Greenpeace’s hijack of a poster at Old Street’s ‘Silicon’ roundabout.

Some people on the ground, including some friends, initially seemed to think the Stormtroopers on the ground were a stunt for a new VW poster. At least until they noticed what was really going on. (Talking to some creative friends, there’s a consensus that the line on the poster could have been a lot clearer. Confusion, where it happens, seems to me to be mainly from people who glimpsed the poster in person.)

What’s actually happening is that Greenpeace are highlighting this report (download the PDF here). But doing so in a creative, and impressively integrated way.

“Develop your skills as a Jedi to help further the rebellion.”

Even more interesting than the poster takeover is the VW Dark Side web site. An impressive and slick site which rewards people for campaigning. Users start as a ‘Youngling’, campaigners can progress to be ‘Baby Ewok’ and work their way towards Jedi hood, earning points for spreading the campaign message. There’s a FAQ in Yoda speak and lots more nice touches to discover too.

And even more interesting than that is the way Greenpeace have subverted VW’s now famous brand association with Star Wars and come up with an integrated campaign. It feels big, significant, and well orchestrated. I’m sure they get a lot of services donated, but the production values are sky high; it feels expensive.

Greenpeace are co-optings the David vs Goliath / Jedi vs Empire story (overlooked by VW in their own use of the cute Darth Vader), casting VW as the evil empire and calling for people to join a rebellion. I think it’s enormously clever and I wonder how long before VW responds.

Read more: Marketing Week, Campaign magazine, Londonist, TNT Magazine.

Interesting 2011

Interesting 2011 was, as promised, more about activities than talks.

After the traditional Final Countdown singalong and introductions from Russell, we were all very much in the mood for an interesting day.

Conway Hall, set up for Interesting 2011 Russell

Stanley James Press provided all the equipment, instructions and patient help required for us to bind our own notebooks.

Next up, Leila Johnston introduced her Hack Circus:

After the Hack Circus, there followed a short period of making and doing, including Words and Pictures who helped us make a comic, and Oli Shaw and Lynda Lorraine who set up a plasticine creature creation workshop / stall [here are the results while Matthew Solle + friends allowed people tro try out their collection of circuit bent toys and other musical instruments.

Spherising tomato passataTo get us in the mood for lunch, Chris Heathcote led us in an amazing hands on session of molecular gastronomy. First, to see if we were ‘supertasters’ we all tried sodium benzoate (which I couldn’t really taste), phenylthiocarbamide (which tasted bitter and unpleasant. I think that means I tend towards liking sweet flavours. Which is true). Next we sampled dried tomato powder, pop rocks and monosodium glutamate before making tomato caviar (spherised tomato passata) and lastly trying miracle fruit (active ingredient: miraculin!) which confuses the taste buds normally receptive to sweet flavours to also be excited by sour ones. Lemons taste amazingly sweet, but the flavours in grapefruit and lime are what it’s really all about. If you’ve never tried it you really must. [More info and links for further reading via Chris here]

Mouse traps Mouse traps #1000mousetraps Mouse traps Primed Getting there

After lunch, Alby Reid (possibly the best science teacher in the world) used 1000 Mousetraps and 2000 ping pong balls to demonstrate nuclear fission. Serious fun.

[Alternatively, a much more lovely mouse-eye-view video from Paul Downey here.]

And finally, Stuart Bannocks provided some briefs to be address by putting stickers on boxes. Delightful, even having done it at Papercamp last year.

A massive, massive thank you to Russell and everyone involved in making it such a brilliant day.

Previous years: 2007, 2008, 2009.

Fortnotes 14

[Being the fourteenth in a fortnightly series of brain dumps: what I’m working on, wondering and worrying about.]

A busy fortnight. As usual.

Now that the Kaiser Chiefs album has been released, I continue to be excited about the analysis the Rev Dan Catt is doing with it. Keeping half an eye on things, but the team on this one doesn’t need too much input from me.

Met with Tess from Thinkbox, who was kind enough to share their ‘Tellyporting’ research with me in person in advance of me speaking at a Thinkbox event soon.

Gave a talk to some friendly students from a University in Texas. Andy, our ICD, talked about our approach to digital and interactive work and I shared a case study. Then Jon and I get them thinking about a specific project and gave them an hour or two to work on a brief we set. Genuinely impressed at the ideas they come back with.

Presented at a conference organised by PRmoment and held at Ketchum (conveniently about 30 seconds walk from my office) for people from the PR industry. Despite possibly the only advertising person in the room, everyone was very welcoming and put up with my nonsense (at one point I actually said “and that’s why they pay us the big bucks”, which even in the context of trying to be disarming and witty should probably have been a capital offence). I shared Cravendale as an example of an integrated digital project. Lots of appreciative smiling and some good questions in the panel session. Sometimes I realise how proud I am to be working at W+K. Thanks to Ben

Sitting in on a couple of creative briefings for some work for Three. Interesting stuff.

My first ‘chemistry meeting’ with a potential new client. This gives them a chance to get to know us (and us a chance to get to know them), so we can all see if we’ll be able to work together one day. Enjoyed this very much.

Starting to hear about a pitch coming up for some new business. Reading the brief, chatting with the planner and starting to understand the background and what the client is looking for. Everyone is excited about the client and the potential for working with them if we win their business. Fingers crossed for the big pitch.

An unusual bit of in-progress work that I can talk about properly; Remember Dot, the world’s smallest stop-motion animation filmed on a Nokia N8 + Cellscope microscope we did with Aardman for Nokia? Well, it’s time for the sequel, and rather than go even smaller we’re turning the idea on its head and hoping to make the worlds largest animation, filmed on a beach in Wales over a week. Having seen the storyboards and animatics, I reckon the film is going to be brilliant. We suggested opening up the production process by sharing footage from the beach, using the Nokia Nseries blog to collect material as a sort of production blog while the film is being made. This is unusual for most projects, where secrecy until the moment of release is very much the norm. Nokia and Aardman were very happy with the idea though, and we worked with Nokia’s word of mouth agency 1000 Heads to make it happen. The shoot itself was slightly hampered by bad weather, (one day and one night of filming have been postponed), but the brave souls on the beach, including some invited guests, got some great footage of the process.

Enjoying:

Fortnotes 13

[Being the lucky thirteenth in a fortnightly series of brain dumps: what I’m working on, wondering and worrying about.]

I can finally reveal the super secret project I’ve been getting increasingly excited about in these fortnotes for the past few weeks. The Kaiser Chiefs new album The Future is Medieval is out now, and it’s a bit different. Here’s how it works:

  • Preview 20 new Kaiser Chiefs tracks. Select the 10 you want, and the order in which you want them, for your own album.
  • Design your album artwork (much more fun than it probably sounds).
  • If you like what you’ve made, buy it for £7.50 and download your album.
  • Get your own kaiserchiefs.com/{username} URL for your personal album [mine is kaiserchiefs.com/rooreynolds frinstance].
  • You can sell it on through the site, making a £1 cut for each album sold.
  • Profit.

As an agency, we’ve been working on this for ages. Our own Oli Beale (the chap behind James Face and the complaint to Richard Branson) came up with the idea with the band. The launch was simultaneously rather tense, busy and a hell of lot of fun. Most of all, it’s an enormous relief to be finally able to talk about it.

It seems to have gone down rather well. I’ve been collecting various tweets, blog posts and press articles since well before the announcement. Some highlights:

“… my fears that this release could undermine the album format as an artform (and admittedly a physical, band selected release is planned for later this summer) seem unfounded. When I made my version of the album … I found myself getting sucked into sequencing it, trying to work out what would go well together to give the album a certain feel. So in a way it actually made me engage with the album more than the average release. So much so, I’d actually advise you to forget my version and make your own.”Paul Stokes, NME

Most of the coverage has been about the innovative and creative approach, so it’s good to see some really in depth review of the album on the BBC Music site:

“they’ve upped their creative ante somewhat, a number of these songs … coming across as more measured and mature, and a heck of a lot gloomier, than the upbeat bounce-alongs of old. Lead single Little Shocks goes some way to showcasing this murkier atmosphere – where before there was shiny hooks, here the chorus doesn’t leap from the speakers and the whole piece swells with unexpected drama. Can’t Mind My Own Business is indie-pop trapped in a Tron cabinet, while Heard It Break is a sinister sibling of something The Human League might write. Starts With Nothing examines the transitory nature of fortune, of wealth monetary and emotional – it’s rudimentary lyrically, but nevertheless a significant tonal shift for an act predominantly associated with anthems for football terraces. Child of the Jago claims, “This is your nightmare calling” – not quite, but there’s no doubt that the Kaisers have been exploring their darker side, with some exceptional results.” Mike Diver – BBC Music review

I really loved this post too, which nails the approach perfectly:

I would not call myself a fan of the Kaiser Chiefs. I have enjoyed some of their songs but I’ve never bought one of their albums before and probably wouldn’t have noticed this record at all if it had been released conventionally. But today I paid for their new record and now I’m writing a blog about them on this cooler-than-thou music site. And I’m enjoying the record! And I know that’s partly down to the “Wow, I made that” novelty but I’m also genuinely liking the songs, and that’s down to the fact that I was able to tailor the record to my own personal tastes. This is nothing new – people pick and choose songs to put onto their iPod and even edit down and resequence albums in their iTunes – but it’s heartening to see a mainstream act recognising this trend and tailoring their output towards it.Jed, A Girl Called Sam

But best of all though is some amazing work from Rev. Dan Catt who has been messing around with the data and working out which are the most popular tracks, providing some impressively detailed analysis of the project, and even looking into which order people put the tracks. Dan rocks.


Other things I’ve been working on recently include Visit Wales (developing roles and approach), Cravendale (still getting ready for the next phase), spending a bit of time helping out an a really interesting Nokia campaign and appearing in a promotional video for for walls.im’s TechCity Launchpad application.

New terminology: PPM = pre production meeting.

Podcast recommendation: Off the Wall Post

As you might know, Shift Run Stop (that podcast I used to edit every week) is on holiday at the moment. While we work out when/how/whether to restart, I’ve found myself listening to lots more podcasts. There’s one in particular which I think you might like.

Off the Wallpost (‘a conversation about digital media in the real world’) is put together by an intelligent, funny gang of three that you want to be part of. It only took 15 minutes before there was a Ghostbusters reference. What’s not to like?

They are: Dan Biddle, a social media producer; Kat Sommers, who works in a research team developing new tech for TV and radio and Barry Pilling, a cross-platform producer. Full disclosure: I used to work with these people. I think they’re ace.

Here’s what you’ll find in episode one…

    6:00 – Artfinder.com launch. What is it, does it work, would you use it?
    13:00 – Mobile + contacts, why can’t Google and Facebook get along?
    20:00 – Charlie Sheen being bat-shit crazy on Twitter.
    24:00 – Charity and social media (covering Underheard in New York, TwitChange, Pledgehammer, ProcasDonate and more). How is online charity evolving?

And episode two…

    8:00 – Jon Bon Jovi and Steve Jobs
    10:30 – The trend of using Tumblr to do one single simple but very specific thing, like Kate Middleton For The Win. Kim Jong Il Looking at Things. [I love these so much, I don’t know where to start. I have my own collecting internet fridges and I’ve recently fallen in love with Nick Clegg Looking Sad.]
    18:00 – Facebook and Warner Movies deal – will it work?
    25:30 – Wanky words.
    26:45 – Geo-location. Foursquare, StickyBits, Google Latitude, Glimpse and more. Is Foursquare a dead end? What’s the real opportunity here?

If you’re anything like me, this is exactly the sort of stuff about which you want people to do be funny and irreverent. Why else do I like it?

  1. They’re pleasingly cutting about the jargon and bullshit which often surrounds social media experts. The first episode begins with an amnesty on the most offensive, trite and meaningless ‘wanky words from the web’, rooting out terms like ‘side-loading’ and stripping them of their power. This is refreshing, funny and fun.
  2. At usually (so far) between 35 and 45 minutes long. That’s the right length; not too long, not too short.
  3. It’s presented by British people. Not that I don’t love my friends from the USA, but in an online world where their US voices often seem to dominate it’s lovely to hear some local accents and a UK perspective for a change.
  4. It’s like a really good SXSW panel with brilliant panelists talking about things you care about (and all without having to even get in a shuttle bus or queue up).

Like.

Fortnotes 11 & 12

[Being the 11th and 12th in a fortnightly series of brain dumps: what I’m working on, wondering and worrying about.]

Bankholapalooza; a week-and-a-bit off work thanks to Easter, a royal wedding and taking the 3 days in between as holiday.
It’s only once I’m on holiday for a few days that I realise how exhausted I was, so I immediately book a 2 week holiday in July.

A couple of days in Dublin for the Mash 2011 conference (about which I wrote some notes here).

Working on: Cravendale (evaluating and planning the next bit), Visit Wales (helping formulate an approach), Fairtrade (evaluation), Honda (drafting strategy), Nokia (comms plan and community stuff for an upcoming campaign) plus a really big exciting project which I honestly can’t talk about at all.

Generally aiming to be helpful on everything. Sometimes wondering what I should be doing, and if I’m honest feeling a bit stressed at the moment. Trying to focus on the important stuff, but it’s sometimes hard to know which bits are which. Reminding myself that I really love my job.

Managed to work at home for one day (for the first time since early April and the sixth time this year). It’s not the sort of office where working at home is always easy, but it feels good to avoid the commute when I can manage it.

Trying to set up a week in Portland to meet up with colleagues over there some time in August. That would be useful I think.

Mash 2011

I spent a couple of days in Dublin this week for the Mash 2011 conference. 20 speakers (including me), three workshops and a whole lot of really nice people.

Here are some patchy notes from what I saw.

Nathan Hull, Penguin – The future of digital storytelling
Nathan took us through Penguin’s approach to eBooks, enhanced eBooks (EeBooks?) and apps. Examples included Fry Paper, Where’s Spot and many more. [I didn’t take notes because at this point I was already sitting on stage waiting to go up and speak.]

Hilary Perkins, Channel 4
Hilary talked about the importance of story-telling and how to use UGC in a way that doesn’t treat users as unpaid labour. [Again, no notes here. Do try to see Hilary present though, she’s great.]

Roo Reynolds, W+K London
That’s me! I somehow managed to show 68 slides (!) in 15 minutes to illustrate how the Cravendale ‘Cats with Thumbs‘ campaign worked as an example of advertising and engagement. I still didn’t cover everything I would have liked, but people were very kind about it afterwards and seemed to enjoy it.

Evan Ratliff, Wired USA
Having long been interested in the phenomenon of people who fake their own death, Evan and Wired set up a challenge. He would attempt to disappear and Wired would give a $5000 prize ($3k from Evan’s own pocket) to the first person who could hunt him down. In assuming a new identity he took the battery out of his mobile phone, rented an office in an fake name, used cash and cash-cards to buy disposable ‘burners’, used Tor to protect web visits and lots more. How to build a realistic looking FB profile? Find people who will friend anyone (people who do multi level marketing). A community of people looking for him quickly coordinated using FB, websites, Twitter (#vanish), chat rooms etc. 26 days later he was tracked down, partly via a Facebook app which logged users details into a database (tracked IP address, profile, number of friends etc) and trawled through lowest number of friends. Brilliant story.

Mark Rock, CEO of Audioboo
Product demo. When asked about monetisation, Mark said there will always be a free version. Possibility in future of paying to subscribe to users, with revenue sharing model.

Burt Herman, CEO of Storify
Storify lets you curate content: search, pick, add text to give context and Burt showed lots of great examples. “Social media makes everyone a reporter” [but not, I could feel the journalists in the room thinking, necessarily a journalist]

Edouard Lambelet, CEO of Paper.li
Paper.li let’s you showcase content based on lists/search/friend networks. Already up to 1.5M regularly active users (5M total). Being used for marketing by Game of Thrones apparently.

Marek Walton, The Mustard Corporation
‘The lessons learned from social games’. Marek shared some great examples of the real world value of virtual goods. Did you know the Entropia space station which sold in 2005 for $100k was sold again in 2009 for the equivalent of $330k?

Nicolas Lovell, Games Brief
Did you know there were 89M Cityville players last month, 11M yesterday? Publishing adds value through content distribution, but Internet has made content distribution easy. Which is great for content creators. Some (v few) people are prepared to pay a LOT of money. People will pay to: Fit in, Stand out, Fit in to a sub-group while standing out from the crowd, Build friendship, Flirt. Micro transactions: you can charge for status, emotion and identity rather than content. ARPU is not enough to know. What % of revenue comes from top 1% of users? SocialGold model of peasants, commoners, knights, lords, kings. Free users are really important; they’re the eyeballs, influencers, gawkers, leads and potential converts. Your job is to grab people with free stuff, and move them up the curve. Bower bird analogy: the Bower bird builds highly decorative nests decorated with blue things they’ve found: “look at how much surplus energy I have”.

Aidan Kelley, Candy
In a gorgeous and refreshingly simple presentation, most remarkable for its visuals, Aidan shared his long-running independent PDF magazine Candy with us. (Also referenced Issuu).

Nora Casey, Harmonia
Couldn’t have been more different from Aidan, and you almost got the impression the two of them are like positively and negatively charged particles; I was anxious they not touch for fear they would annihilate each other. Nora is a Dragon (in the Dragon’s Den sense of the word) and very well known in Ireland. She started off by saying that “My whole future is about digital” but appears confident about printed magazines and very dismissive of anything replacing them. We’ve been reading for 25,000 years [Bill Thompson would later point out it was actually 6,000], “Print will survive because it requires no electricity or machinery”, “Magazine readers will be around for another 20 years at least”, “If online works so well, why are so many tech and games magazines printed on paper?”. Bonus fact: 70% of revenue in womens monthly magazine comes from ads, apparently.

Next up was a panel discussing Wikileaks and Julian Assange. Despite being very happy to never hear that name again, this was a particularly interesting and enjoyable panel because intelligent people were actually discussing and arguing rather than agreeing with each other. Very unusual at conference, and very welcome.

Vaughan Smith, Founder of the Frontline club and associate of Julian Assange
“Julian Assange stays at my farm in Norfolk”. “I remain as committed to Julian as I was in November”. “i saw a man who was courageous, principled and frightened and had not been treated fairly”. Traditional journalists do not like dealing with J.A. because he [like them] is “a strong opinionated character”. Insistent that the rape allegations from Sweden are “a smear” and “a sideshow”. “Most people in Britain believe he is innocent”. How you do know? “I speak to a lot of people.”

Fintan O’Toole, Deputy Editor of The Irish Times
“Our instinct as journalists has to be in favour of publication of all information unless there’s a very good reason not to” But… “You cannot set yourself up as a force for liberation unless you are personally accountable”

Sarah McInerney, Political Correspondent at The Sunday Times
There is a problem in being too reliant on Julian Assange. He has an agenda, he controls the access. “I think he has too much power for one individual”

Christian Payne, Bill Thompson, Nik Butler
The three chaps (with Nik joining via Skype) conducted an informal and wide-ranging discussion covering closed platforms vs the open web, what happens when bandwidth increases and the possibilities of IPv6.

John Mulholland, Editor of the Observer
John introduced a series of film clips (in what amounted to a documentary and would make a very good one) about ‘the paper’s biggest story’, former Observer editor David Astor who used his position to bring injustices in apartheid era South Africa to light. First paper “to cover africa in a post colonial manner”.

Bill Thompson, head of partnership development for BBC archive development team
We want to believe things won’t change because it’s comfortable. Language is mind, culture is society. We are now living in a digital culture. The world itself is not digital, and the real world has not gone away, but it’s no longer wholly analogue. Digital data is everywhere. Revolutions on this scale are rare (think: writing rather than printing press). Not adapting your thinking will make you functionally illiterate. But we need to ensure we don’t forget the past, and take it with us. Digitising a book doesn’t mean we then shred it afterwards. It can mean visiting the relevant physical book becomes easier. BBC working with institutions to define a ‘Digital Public Space‘.

A day to make your head spin. Wonderful stuff.

My notes barely scratch the surface though. To get a much better idea of what happened at Mash, take a scroll through this collection of photos, video clips, interviews and attendee tweets curated by a team of students using Storify (of course) while the conference was taking place.

Color: why it’s interesting and why it won’t be “the next Twitter”.

Color invites you to “creates new, dynamic social networks … wherever you go”. It’s getting a lot of attention at the moment, largely because of $41M VC funding. It’s even being hailed as having ‘a very good chance of becoming a large scale success like Twitter‘.

In case you have not yet heard of Color, here’s how Caroline McCarthy describes it for CNET

In Color, photos taken through the app are shared through proximity, something which amasses a list of your contacts through machine learning; in effect, you’ll be able to see all photos around you that were taken with Color. You’ll be able to see the Color photos of the guy sitting two tables away from you at Starbucks, but when he finishes his caramel macchiato and leaves the coffee shop, you can’t see them anymore. But if you spend a lot of time in proximity to someone–an office-mate, for example–that person’s photos will gradually begin to stay in your contacts list for longer.

Someone asked me this week whether I thought it really would be ‘the next Twitter’. I found it hard to say at first, because my first experience with the app had been so awful that I had to go back and try it again to see what I’d missed. It really is a rather hard app to pick up (and has been heavily slated in the App store reviews, often for being hard to understand) but it’s not hard to see that the idea of physical spaces having an invisible cloud of history and shared photos has potential; being able to see other angles you missed, knowing your friend was here yesterday, … you can imagine lots of fun stuff emerging from an experiment like this.

But no, I don’t think it’s going to be “the next Twitter”. Not at all.

Being based on physical proximity makes for a pretty tough first experience. Unless you happen to install and try it while you’re at a big event with at least a couple of other people using it, you’re left with a pretty unsatisfying starting point. Any app that requires you to be in the same place as other people using the same app at the same time is going to have a difficult bootstrap problem.

Most importantly though, Twitter is a platform with an open API allowing other apps to be built on top of it. Want to write your own Twitter client? Want to integrate Twitter into another app? Want to print out tweets that contain the word ‘snow’? Easy. Not so with Color. Want to make a site showing the most recent Color pictures taken in a particular place? You can’t. Unless you’re the Telegraph and you want to do a joint PR thing around the royal wedding (the sanity of which also raised some eyebrows).

That’s not to say that the situation won’t change. Instagram started closed and opened up an API after a few months. That move made it easier for people to make all sorts of really cool apps like Extragram, GramFrame, Instagrid, Instaprint, Instac.at and many more.

In fact, the most common use I’ve seen of Color so far has been that people will sometimes post a direct link to a picture to Twitter or Facebook. While that’s a useful feature (and in theory leads to more people discovering Color) it does mean that the whole local proximity and physical social discovery aspect of Color becomes optional; people continue to rely on those two tools to maintain their contact networks.

I think in its current incarnation Color is more of a photo sharing service, like Twitpic or Yfrog, with some additional features which might rarely get used. If they open up and offer an API (like Instagram did) they could become a much more interesting thing altogether, but only if it can get – and keep – users. Although I like its innovative approach, I think it’s going to be very tough for this app to become anything like mainstream.

I’ll give Color another chance, but I think I’ll also be looking out for the next next big thing.

Cross-posted to the W+K London blog.