Kenneth Musante

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Share and Share Alike: Traversing the World of Newspapers, Online Content, and Creative Commons Licensing

Written on
May 3rd 2007
Author
  |   Kenneth Musante

It’s not at all rare to find publications that will let you read their content online for free. The internet was based on a philosophy of the free exchange of ideas, something that lends itself well to an advertising-supported business model. Free content is the backbone of online publishers like Yahoo, CNET Networks and About.com. However, even as the traditional publishing industry is loosing ad dollars online, since they rely ... More...

Turning the Advertising Tide: An On-Location Exposé of Online Video Upstart TurnHere

Written on
March 21st 2007
Author
  |   Kenneth Musante

Outside Madison Square Garden in New York City, filmmaker Steve Janas gazes intently at the LCD on his Sony MiniDV camera, ignoring the frigid winter winds that blow around him. His business partner Jesper Olsson and journalist Lavinia DeCastro, who will be doing the voiceover for this particular project, stand nearby, seeking shelter against the cold. The trio are creating a commercial for the travel website Orbitz.com; one of seven. ... More...

Second-Guessing Second Life: Is this Virtual Playground Worth Your Marketing Dollars?

Written on
March 12th 2007
Author
  |   Kenneth Musante

The massively multiplayer world Second Life, a creation of 3D software developer Linden Labs, represents a bold new trend in online marketing. Auto manufacturer Toyota set up a virtual city in Second Life so users could test drive an electronic version of the Scion xB compact hatchback. Clothing manufacturer American Apparel opened a virtual store in Second Life that sold virtual versions of American Apparel clothes and used the environment ... More...

The Outlaw Jimmy Wales: Discovering the Man Behind the Monolith That is Wikipedia

Written on
February 21st 2007
Author
  |   Kenneth Musante

Few websites can claim to have changed the way that people find information like Wikipedia. Universally accessible and open to all who would share their knowledge, the Wikipedia contains more one and a half million articles in the English section alone and growing. It’s available in 250 languages, and holds to a strict ad populum philosophy that has made it one of the most visited sites in the world. See something ... More...

Retuning Internet Radio: Dialing in to the Rise of Music’s Middle Class

Written on
February 7th 2007
Author
  |   Kenneth Musante

Thanks to the rise of new methods of content delivery like podcasting and user-created video, 2006 was undeniably the year of social media. But while podcasting, that red-headed step-child of traditional broadcasting, has been getting all the attention, Internet radio stations–the stodgy non-web 2.0 versions of terrestrial broadcasting that have been online since the late 90′s–have received a social inheritance of their own. They’re called “music discovery services,” and in ... More...

Gaucheness in Online Gaming: Finding Both Harassment and Hope on the Xbox Live

Written on
January 31st 2007
Author
  |   Kenneth Musante

Chloe Brown has tough skin, and as a member of the all-female Pandora’s Mighty Soldiers (acronym: PMS, formerly known as Psychotic Men Slayerz) gaming clan, she’s no stranger to the habits of online gamers. But while learning how to play Halo 2 on Xbox Live, she experienced one of the worst online hazings of her life. In multiplayer first-person shooter games like Halo 2, gamers learn to use and defend against ... More...

Scanning the New Radar Screen: How Blip.tv and Video Blogging Have Reshaped the Face of Media

Written on
January 3rd 2007
Author
  |   Kenneth Musante

Ever since podcasting and organized video sharing systems like YouTube started promising a new form of video media, broadcasters, entrepreneurs and advertisers have been reaching beyond what they have known about video as an industry since it took off with TV in the late 1940′s. Yet few of those enterprises have lived up to realizing the promise of “new” media like Blip.tv. Barely two years ago, video blogging was still a ... More...

May All Your Holidays be Online: Unwrapping the Varied Traditions of Christmastime Marketing

Written on
December 15th 2006
Author
  |   Kenneth Musante

The holiday shopping season for online retailers has traditionally been pretty straightforward. Black Friday, the day after Thanksgiving has been known by brick-and-mortar retailers as the biggest shopping day of the year. It’s also a boon for online retailers. According to Nielsen NetRatings, on November 25th more than 19.2 million unique users visited sites in the Nielsen eShopping Index, which measures traffic to more than 120 online retailers. The Monday after ... More...

Podzinger Unleashed! Examining the Second Exodus of Traditional Media

Written on
November 21st 2006
Author
  |   Kenneth Musante

Welcome to Revolution Number 2. The first time around, print publications were pulling their hair out as they tried to make sense of the Internet and how to use it with their written content. Now that people all over the country have high-speed, always-on connections to the ‘Net, TV and radio companies have to ponder the same choices and figure out how to make their stuff accessible online without getting ... More...

In-Game Makes a Play at ad:tech

Written on
November 6th 2006
Author
  |   Kenneth Musante

This year, ad:tech New Yorkwill be examining advertising in video games, one of the explosive new advertising mediums to hit the global scene this past year. Games have been around since the 1970′s. But they are no longer confined to dark video arcades or the living rooms of teenagers agape with the latest in 8-bit graphics and sound. “I think we’re at the point where asking who a gamer is now ... More...


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