Bridging the News Industry’s Digital Divide

From Bloomberg Businessweek

A time-travel fantasy of mine is being a fly on the wall at a newspaper or magazine boardroom at the dawn of the World Wide Web. At some point in 1993 or 1994, editors and business-side people of print publications huddled and, somehow without the help of peyote, exclaimed: “Bingo! Put it all out there on Netscape for free and let’s see what happens. Nothing ventured, right?”

They so rue the day. Now a decimated journalism “industry” is trying to go back and train millions of free blog-consuming readers that they actually have to pay for online content, please/maybe/thank you. Knight-Ridder is gone, having sold itself to McClatchy in 2006, which is not exactly proud of the deal. Tribune, the parent of the Chicago Tribune, Los Angeles Times, and Baltimore Sun, barely endured a costly bankruptcy. The Washington Post Co. (WPO) spun off Newsweek and can no longer count on the largesse of its challenged Kaplan education unit. Businessweek, and yours truly, was rescued by Bloomberg on its 80th birthday.

The venerable New York Times, whose shares have tanked 89 percent in 10 years, is worth less than the $1 billion Facebook just paid for a photography app, Instagram. Craigslist and Monster (MWW) eviscerated print classifieds. Google (GOOG) and Facebook hogged online ad dollars. Department stores merged and Detroit failed, taking retail and auto ads with them.

With all that, the numbers reported by the New York Times Co. (NYT) this week are worth a second look. The Times’ total advertising fell 8 percent, and the company expects continued pressure into this quarter. And even digital advertising sales dropped 10 percent from a year earlier, to $71.1 million. You can blame the company’s underperforming and all-but-forgotten About.com portal, which it bought back in the day for $400 million. But take away About, and the news group’s digital revenue still slipped on its own. “We’ve started to see digital advertising be much more sensitive to the macroeconomic environment,” said Scott Heekin-Canedy, president and general manager of the New York Times, on the earnings call. Ominously, digital ad revenues as a percentage of total company ad revenue fell this past quarter.

And yet circulation sales gained 9.7 percent, to $227 million, the company said. Circulation benefited from a 16 percent jump in its digital subscribers, to 472,000. Finally.

Think about this. U.S. newspapers last year lost $10 in print advertising sales for every dollar gained online, according to the Pew Research Center. That was worse than 2010, when newspapers lost $7 in print advertising for every dollar made from digital. Could the Times, which recently cut the number of its newspaper’s free articles people can read on its site to 10 a month from 20, finally be onto something? Is it finally flexing the pricing power it has with loyal readers to get paid for all the journalism it invests in?

Although the company has been a case study in financial mismanagement, it is now generating an average of $250 annually for every digital subscriber, according to Barclays Capital. If the Times can continue to add paying readers to its rolls, while squeezing more out of its print subscribers, it just might have what it takes to offset declines in print—and now digital—advertising. Might.

This realization might be 19 years too late. And it won’t necessarily apply at less indispensable publications, which have spent a decade gutting their content. But any hint of good news is welcome in the post-apocalyptic business of journalism in 2012.

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Partnership Development Keywords from this company

Bottom Line

1. The vital rule is don’t give out your bottom line but to know more about your rivals.

Market Research

2. Research more details about them especially about their ready resources and we can get more breakthrough point.

Listener

3. To be a listener is much more important than to be a speaker, which is based on Line No.2.

Convincing

4. Be confident about your product. Convice yourself first before convicing others even if it’s not good, but every product or business development plan has its selling point.

Communication

5. Communication deeply can drive more ideas about your vival’s business model.

Benifit

6. Guanxi is sometimes important in China, but as getting developed, benifit for win-win Strategy is the key.

Best interests

7. Once you are standing for your company, fight for its best interests. Try best give less and get more.

Third Party

8. Even you partner is small scale, but sometimes they have the third party supporter. With the help of the third party, both of you can achieve the best interests. So try to study more.

Ready recource

9.No matter to your boss and partner, prepare first about all the recources you can offer.  Use it whenever opportunites comes. Otherwise, you gonna miss it.

To be continued

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Pivate and white label

I think the explanation below will make it clear.

Private label or white label solutions have been proven to be an extremely successful business model
for the online travel industry. Web sites like booking.com , lastminute.com, voyage-sncf.fr or hotels.com,
are all white labels of bigger brands like Expedia or Travelocity.

Private lable被证明是一个非常成功的商业模型,特别是对于网上旅游频道来说,诸如ctrip之类。很多网站, booking.com, lastminute.com, voyage-sncf.fr或者hotels.com都是一些大品牌(Expedia, travelocity)的Private lable。(原来booking.com都属于Private label!)
The PL will enable affiliates to host their own online shop within their domain. They will have
the possibility to gather content ( products, website structure ) by XML or simply using an HTML
I frame.

Private lable 可以让合作伙伴在自己的网上,经验大型品牌的网上商店。他们可以通过XML或者只是简单的使用HTML来聚集内容(产品,网站构架等)。
Plus! Big brandcan generate a white branded checkout page for the partner website, so their users actually
do not have to leave the website enviroment they are comfortable with.

另外,所谓的大型品牌可以为合作伙伴建立自己的白色标签,这样可以让他们的用户不会在他们不熟悉的网页环境中觉得不舒服。

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FWD:Long Tail Versus Short Tail Keywords

Keywords can be split into two main groups, short tail keywords and long tail keywords, or broad keywords and narrow keywords. The term ‘long tail’ was coined by Chris Anderson and is used to describe the strategy of targeting less-competitive niche markets rather than the hugely competitive broad keywords. A long tail keyword is something like ‘Small Business Web Design’ while a short wail keyword is something like ‘Web Design’.

When you compare the two keywords, ‘Web Design’ has about 30 times as many competitors as ‘Small Business Web Design’ but ‘Web Design’ also gets far more searches each month. A small number of broad terms such as ‘Web Design’ and ‘Marketing’ account for a large proportion of searches but an equally large proportion of the searches are made up of millions of more specific search queries such as ‘Small Business Web Design’. This search distribution can be understood through the following graph.

Long Tail

A real life example

I speak about www.NarutoWallpaper.biz a lot and I will speak about it again in this article, each day NarutoWallpaper gets over 1000 visitors from search engines from roughly 200 unique keywords but the best keyword brings almost 50% of those visitors, following is a list of the top 12 keywords. Notice that the first keyword brings 45%, the second keyword brings 20% and the remaining 198 keywords account for the remaining 35% of the searches.

Keywords List

This distribution seems very similar to the graph I displayed earlier, the top few keywords account for a lot of the searches but there is many, many more specific searches which cumulatively total a significant figure. Let me display the keywords in graph form.

NarutoWallpaper Long Tail

You can see that the top two keywords bring in lots of traffic and the remaining keywords each bring minute amounts of traffic that cumulatively totals a significant amount, but separately are not significant.

Benefiting from the long tail

You may be wondering why anybody would want to target hundreds or thousands of keywords which bring only small traffic. Well the answer is simply that there is less competition so you can rank on the first page of Google for long tail keywords far easier than ranking for short tail keywords. Yes, they don’t bring a lot of traffic separately but if you target lots of long tail keywords you can get lots of easy traffic. Not everybody is capable of ranking highly for highly competitive keywords but anybody(!) can rank for long tail keywords.

Another benefit of long tail keywords is that the visitors convert amazingly well to sales and ad clicks. The visitors searching for long tail keywords know exactly what they want, be it ‘Small Business Web Design’ or ‘Half Price Armani Suits’, they know exactly what they want and hopefully you can provide it to them.

To put this into numbers, in general my websites might make $5 per 1000 impressions but from long tail visitors I can earn $100 per 1000 impressions, that’s 20 times the revenue if the traffic is equal. Although admittedly the traffic is not equal, my best keywords bring in more visitors than the long tail keywords combined, but the long tail keywords still bring in nice revenue.

On this website I have two pages providing free business resources: Free Business Card Templates and Sample Marketing Plan and Marketing Plan Template. Both are targeting long tail keywords such as ‘DJ Business Cards’ and ‘Massage Business Cards’. Those two pages make a lot of revenue per 1000 impressions but currently have low traffic. The keywords I am targeting are very specific and the visitors are getting what they came for so they convert well.

Conclusion

Whether you can achieve high rankings for competitive keywords or not, long tail keywords could be highly beneficial for you. If you have a website selling ‘Armani Suits’ but can’t pull any search engine traffic, rather than targeting the keyword ‘Armani’ or ‘Armani Suits’ try targeting more specific keywords such as ‘Armani Mens Suits’. Hopefully you will see an increase in conversions and sales.

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Digital Marketing effect

Many website needs more traffic by various approaches. How to measure the marketing effect is what matters to your boss, because they spend large amount of money into it.

So what does website analysis care about?

 

1.      The measurement of SEO effect

Usually, we use traditional page rank of SERP from search engine to decide the success of SEO, which is directly, very easy, but not that significant for tendency. We need more indicator.

  • Organic Search Traffic, this is of course, not need to be mentioned.
  • Total Organic Traffic, which needs more explanation. If the effect of SEO is significant, this will result in more traffic in search engine, some other traffic in related website would be inspired too. For example, the share from SNS, rate from website of reviews, blog and social network and some direct traffic.
  • Popular keyword. To check which kind of keywords can drive more traffic? What kind of keywords bring visitors who are more interested in product(note: this question is different from the former one)? What kind of keywords could bring more revenue? This keywords have potential business opportunities, Worthing digging by analysis. Only by front Adwords can’t be completed.
  • Visiting depth of SEO traffic. We might encounter such situation, after SEO, rank is lifted, traffic is increased as well, but bounce rate is raised, the depth of visiting depth is decreased, the visiting time is shorter. In this way, the measurement of SEO effect should be emphasized by both quantity and quality.
  • The ROI of SEO. If more cost for SEO, then should calculate the balance of investment and return.
  • Last point, keywords for SERP: Ranking.

2. measurement of SEM and print ads effect

The measurement of SEM is similar to SEO, but emphasize more about ROI. This is because the effect of Ads can divided by link tag. Many tools can realize this function. For example: Google Analytic can connect with Adwords seamlessly, Search Center in Omniture provide the same function as well. Link tag for SEM can refer to : //www.chinawebanalytics.cn/?p=1675.

Printed media is the same as SEM actually, pay attention to division as well as ROI helps the choice of Ads putting.

In addition, the other two fields need to be pay attention:

  •  Traffic brought by SEM and Printed Adsas well as specified traffic for each Ads
  • Popular keywords for SEM;
  • The depth of visiting for SEM and Printed Ads, including bounce rate, visiting time, abandonment rate(refer to : //www.chinawebanalytics.cn/?p=1178), and conversion.
  • Total Organic Traffic. Similar to SEO, SEM putting and Printed Ads putting will increase the related traffic of organic trafic and other traffic.

 

3. EDM effect measurement

EDM is a very special field, and one of my favorite marketing. This is because it’s the same as SEM, could be continuously optimized. EDM contains large volume of information, which helps more in conversion. The optimization analysis of EDM is close to SEO.

Besides the indicator itself to EDM, such as Delivery RateOpen RateClick Rate, like other marketing, ROI of EDM is emphasized as the most important KPI. Moreover, specified traffic of EDM can bring us lots of promotion insight. On the other hand, EDM itself has large space to get optimized, the same as webpage, can be a very good “observing platform” to study users behavior.

If possible, we strongly recommend adding supervising code into EDM, so that could analyze and optimize EDM. In addition, link tag should be added, it could provide us with a whole click stream statistic.

Click stream includes

1.      email click comparison,

2.      banner click comparison.

3.      Putting call to action button on the first page compared to on the other page.

EDM has a field could be optimized continuously, that is EDM database. You could modify and add continuously, enable your database more relative.

So if you tell me EDM is the best way of conversion, I’m not surprise, IF you tell me it’s the best way of ROI, I’m not surprise as well.The only problem is that EDM’s traffic can’t be large, which urges us to upgrade it’s quality, add more value on it.

4. the overall analysis of all marketing channel

If link tag and ROI are carried out, the effect brought by various marketing channels can’t be that difficult.

  • Traffic per cost comparison, which can let you know who can drive more profit for you。(of course, traffic can’t eauqals to revenue, which make it possible for you to reallocate your budget,and not necessarily lower the marketing effect, even upgrade the marketing effect on the premise of lowering the cost
  •  
  • Traffic quality comparison; I recommend Engagement Index//www.chinawebanalytics.cn/?p=75and a new method developed by Tenly//www.chinawebanalytics.cn/?p=1053 to study time on page.

  

To sum up all the traffic and to compare in the same dimention is to give you a insight about overall marketing effects from a higher level. After all, to compare the statistic from EDM and SEM department, is unhappy thing to face to each other. It is because the marketing method is so different, that worth comparison to find their difference, how to use their advantages. This comparison could give you some brand new knowledge.

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Search and Destroy

In China, it’s hard to be anonymous online in part due to a phenomenon known as the human-flesh search engine. It’s not really a search engine at all. Rather, it’s a community of message board users that seek out and punish in the real world people they find committing offensive acts online. Tom Downey explains in this weekend’s New York Times Magazine that the human flesh search engine offers a disturbing mix of justice and revenge.

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Internet Campain- lower or higher cost?

Some corporations use internet to launch marketing campaigns, as beautiful as ancient TV Ads. The beauty means low cost, high efficiency, including brand package and ROI. But in general, the coming of internet doesn’t decrease the marketing cost, but increase it.

Using internet to launch market, in essence, is to look internet as a media- new media. But to media itself, it is different from normal economics and the economic rules for normal merchandise:  niche market provides large amount of supplement, which will not decrease the price, but increase it. With more and more website appear,- according to the market research in July. 2009 from CNNIC, there’re more than 3 million websites are running, which even are not include billions dependant blog sites- behind such supplement, audiences for business organizations are becoming are blew away, so that these websites have to devote more resources to win attraction. This is why the ads cost are increasing every year in global environment. It is said, it was increased by 6% aside for inflection.

Marketing planner in this way figured out some innovations to reduce “ superficial cost”. The core of these innovations is to communicate among audience. We have some classic cases such as “block wang lao ji”.

The traditional ads actually are a continuous duplication action. Invest sum of money to make an advertisement, and to copy it continuously in different TV station. The more the copies sare, the more effective. But when speaking of the network videos, we can find the effect that 10 medias could reach before, can only achieved by 20 videos in the internet now. Beside, the costs are not lowered accordingly to the rate.

The nature of those creative ideas that can’t be duplicated result in leaving market quickly, only legend exists.

So great creative could make it possible to be a good campaign, but can’t stay that long and periodically.

So, internet is negative for corporations? Of course not, what I said is internet increase the marketing cost, rather than corporation cost.

This is because internet itself is low cost. Many free tools can be used like free media- IE, instant chatting, even some domains and emails for your corporation if without large scale. You don’t need to pay much money to start your business.

To make your audience know you, maybe need some investment. But to achieve attitude from audience, you don’t need to buy some printed medias. The information on the internet is also free, which doesn’t rely on the investment, but some labor force. But for labor force, to be realistic, you don’t need to invest.

More advantage for internet is that it doesn’t need to be stored up because it’s a niche market. This is from long tale theory. Storage is definitely a killer for movement of funds for many corporations: have to store, dare not to store too much. But as for me. It’s actually is “goods supplied by needs”. Internet helps to organize this supplyment, increase exchange rate, and decrease overstock of funds. 

More obvious advantage for internet is convenient to change the outlook, to suits the operation, especially for B2C market. According to internet statistic system, organization can see clearly which layout is more suitable for selling- so called “rate of conversion”. Some cosmestic website just changes the comment from separated comment page into the middle place for a usual goods page (right beneath the picture). What they imaged before clearly become a right thing, which is rate of conversion were increased several percentage.

Nowadays, people survive in digital life, for corporations which rely on public to survive of course should live in digital life. But digital survive doesn’t only take digital as a tool, because survive is a conscious, is a habit, is a metabolism in all-dimensional.

 

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FWD: Increase conversation with minimal effort

Posted by Amber

I’ve always been behind the philosophy that telling customers what to do on your landing pages or website is much better than letting them figure it out on their own. After all, that’s what marketing is, right? We lead them in the direction we want them to take; to see our new product, new offers, new promotions, new content, etc.

However, if you’re working with graphic designers to design a website, I must say, they typically don’t like using buttons. Buttons are also known as a ‘call to action’. We’re calling the customer to take an action. Buttons can certainly ugly up a page if too large, too colorful, or too in your face. The up side to these kinds of buttons is: they work. Adding buttons or calls to action on not only your landing page but throughout your website can help increase conversions and conversion rates exponentially.

For a large client of mine, we had a landing page dedicated for user submissions requesting more information. This page was accessible via top hand navigation on all pages of their site.

What I did was add an additional ‘request more information’ button to the body of all the pages of the site that also takes users to the same ‘request more information’ landing page. Just by adding these buttons consistently throughout the website we increased our conversion rates 8% and conversions by 33% in one month.

Sometimes customers can actually ignore (although not on purpose) top, left or right hand navigation on websites, especially if they’re looking for content.  So by adding your call to action clear within the body of your content they may be more likely to take that action.

Here are a few tips I’ve tested using buttons that have worked wonders for me:

  1. Add multiple buttons throughout your website (be sure not to be too annoying though)
  2. Make your buttons above the fold  – very important
  3. Set your buttons to a different color from the background of your page to make it more visible and stand-out more to the user.
  4. Be precise in the verbiage you’re using on your buttons, don’t just say, submit, but rather, ‘Get your free Info Kit Now’.
  5. Wherever there is a button, there is a form to be filled out. Be sure to send customer’s confirmation pages/emails confirming you have received their information and how to contact you with questions.
  6. Be sure to make your call to action a button, or button like. Some people prefer to use text link calls to action that don’t necessarily have the same effect as regular buttons.

Adding buttons to your site are not difficult, you’re graphic designers should be able to create a unique button in about 2 minutes or less, and programmers can program them to a site in about the same amount of time. They’re a great way to increase conversions and conversion rates for your PPC account. If you haven’t convinced your marketing team that adding buttons to the site will help, useGoogle’s website optimizer, which allows you to test a version of your landing page with the button and one without the button. Website optimizer will then show you conversion rates on both conversions. Not too many people can say ‘no’ when numbers are there backing you up!

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The Internet (Addiction) Age

BOB GARFIELD: Last summer, we featured a story about the first Internet addiction treatment center in the United States. At the time, it had only one patient, and we thought it was something of a – well, not, not joke, exactly, but maybe a hysterical reaction to a non-problem.

Well, we might not be finding it all that funny in the future, according to the new Frontline episode which airs on PBS nationwide next week. Digital Nation, an hour-long program about the consequences of our increasingly wired lives, is co-hosted by Douglas Rushkoff, who kindly offered to re-cut a small portion of the TV program for our radio show.

DOUGLAS RUSHKOFF: Back in the day, the early 1990s, or three centuries ago, in Internet years, those of us looking toward America’s digital future always turned to Asia for a glimpse of what might soon happen here. Asia and South Korea, in particular, seemed to be leaving us in the dust as far as technology usage, with their government literally rebuilding their society around devices that weren’t even on the market here, at least, not yet.

But now that texting is a road hazard, Facebook is our kids’ social life and gaming is perhaps the only thriving entertainment business, many of us are wondering just how digital our lives might yet become and what the heck we’re supposed to do about it. So I went to Korea to see what answers they might have for us about our own future confronting the digital revolution. It’s not altogether pretty.

South Korea has become one of the first countries to confront the fallout of the digital revolution. Many say the national gaming obsession is getting out of hand and taking a toll on the nation’s youth.

[KOREAN]

CHUNG YOUNG-IL, VIA INTERPRETER: It’s pretty extreme. I play seven or eight hours a day. Then on weekends I stay up all night on the computer.

DOUGLAS RUSHKOFF: Over the last year, 15-year-old Chung Young-il has dropped from the top of his class to the bottom. His mother blames the computer.

[KOREAN]

CHUNG YOUNG-IL’S MOTHER, VIA INTERPRETER: When Yung-il starts a game, he doesn’t know when to stop and he just plays for hours. I think if I can’t control him right now, I may lose my son. This is an addiction. Only an addict could act this way.

[KOREAN]

DR. AHN DONG-HYUN, VIA INTERPRETER: There is an argument about whether it’s a real disease or just a phenomenon, but we think it’s definitely an addiction.

DOUGLAS RUSHKOFF: Dr. Ahn Dong-hyun conducted a three-year study on the question of Internet addiction. His findings helped Korea become one of the first countries to treat it as a psychiatric disorder.

[KOREAN]

DR. AHN DONG-HYUN, VIA INTERPETER: About 90 percent of Korean children use the Internet in their daily life. Of those, about 10 to 15 percent are in the high-risk group.

[KOREAN]

MAN, VIA INTERPRETER: Welcome to the Internet Rescue School. This is a two-week treatment camp.

DOUGLAS RUSHKOFF: In an effort to help kids like Yung-il, the Korean government has funded Internet Rescue Camps throughout the country.

[KOREAN]

WOMAN, VIA INTERPRETER: The reason you’re all here is because you want to decrease the time you spend on the Internet.

DOUGLAS RUSHKOFF: At the recommendation of a teacher, Yung-il’s mother will be leaving him here for two weeks. The day starts with a group counseling session.

[KOREAN]

FEMALE COUNSELOR, VIA INTERPRETER: Because of the Internet, my health has gotten worse and there’s no structure to my life. Who’s checked that box? Everyone has checked that box?

DOUGLAS RUSHKOFF: Most of the kids here say they’ve had to seek medical treatment for conditions that resulted from overusing the computer, like eyestrain and ear complications. Here, they spend lots of time outdoors, engaging in physical activity. It looks a lot like summer camp.

[SOUNDS OF TEENS AT PLAY]

The surprisingly low-tech treatment regimen seems designed mainly to recapture a childhood lost to the computer, but it’s a struggle for kids like Yung-il.

QUESTION: When you go home, will you start using the computer again or will it be different?

[KOREAN]

CHUNG YOUNG-IL, VIA INTERPRETER: Honestly, I don’t expect a lot. Not using the computer for ten days was hard. I just kept thinking about the games or about getting out of the camp and going home.

DOUGLAS RUSHKOFF: To prevent cases like Yung-il’s from happening in the first place, the Korean government is taking aggressive steps to instill healthy computer habits early.

[FEMALE TEACHER SPEAKING IN BACKGROUND]

At Korean elementary schools, kids are taught to go online at around the same time they are taught to read.

FEMALE TEACHER, VIA INTERPRETER: How should we use the Internet in the future? Write about three lines. How many? Three.

DOUGLAS RUSHKOFF: But they’re also taught how to use computers responsibly. It’s required for Korean students, starting in the second grade.

[KOREAN]

FEMALE TEACHER, VIA INTERPRETER: One more time, click!

DOUGLAS RUSHKOFF: At this school, signs preaching healthy Internet habits line the hallways.

[SOUND OF STUDENTS SINGING NETIQUETTE SONG]

QUESTION: And what’s this one say?

WOMAN: “Slanderous comments on Internet hurts my friends.”

DOUGLAS RUSHKOFF: Another reads, constantly playing computer games shrinks your capacity to think. First-grade instructor Yoo Soo-Gyeong [sp?] says learning Internet etiquette is more important for kids than understanding how the Web works.

QUESTION: When a child is just six years old what’s the most important things they need to learn about the Internet?

[KOREAN]

INSTRUCTOR YOO SOO-GYEONG, VIA INTERPRETER: I think they must learn ethics first, Internet etiquette and manners, and then learn the technical side of it.

DOUGLAS RUSHKOFF: To drive the point home, children learn this Netiquette song preaching good manners and accountability online.

[CHILDREN SINGING IN BACKGROUND]

The chorus: “I am the guardian angel. I will be the first to protect. Though faces are unknown, it’s a warm neighborhood. Precious Internet friend, Netiquette.”

I don’t know. This top-down, one-size-fits-all approach to Net hygiene might not be embraced as readily in a country like America, where we can’t even agree on how to fund our regular health care. But the fact that they’re on the case and that their embrace of the digital has led to a recognized public health crisis might serve as a wakeup call to those of us who assume that our own digital natives can really take care of themselves out there.

[CHILDREN SINGING NETIQUETTE]

For On the Media, I’m Douglas Rushkoff.

[SINGING UP AND UNDER]

BOB GARFIELD: Douglas Rushkoff is the correspondent for Frontline’s Digital Nation, which appears on PBS stations Tuesday night.

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