Commentary and advice on marketing, mostly for publishers (traditional and brands) and writers, but sometimes from a broader perspective.
It will be interesting to see what other publisher can successfully go the Marvel route; with a $2B+ worldwide box office already in for the Avengers' on-screen storyworld (one that still bizarrely lives in total isolation from the comics), I'm guessing several will make the attempt within the next 2-3 years. Two gaming franchises I think have some serious transmedia potential are Bethesda's The Elder Scrolls and Activision's Skylanders, though you might be surprised by which one I think has the most potential.
Therein lies the real problem with Klout. While its Topics feature is an intriguing attempt to add a much-needed contextual layer to its linear scoring and might have some long-term potential (most likely as acquisition bait, to complement PostRank or Radian6?), overall, it's a pretty useless, Foursquare-style gamification of the worst aspects of Social MEdia.
There's an interesting comment buried in the beginning of the article, attributed broadly to unnamed Amazon executives, that perfectly sums up the true state of the publishing industry and Amazon's position in it: "...they played down Amazon’s power and said publishers were in love with their own demise."
Most magazines, print and digital, are little more than advertising platforms whose readers are defined as “targets”, valued in quantity over quality, and when the advertising revenue stream dries up, the magazines usually fold, readers be damned.
In the pre-digital days, influential media brands like Cosmopolitan and Vogue were one of the primary gateways for marketers to connect with consumers. They offered an attentive audience that would have been difficult for most marketers to gather without investing heavily in staff and infrastructure. Today, those media brands are no longer primary gateways, and marketers aren't nearly as reliant on them to reach their desired audience as they used to be as they now have cost-effective tools at their disposal to engage directly with consumers.
I love data, but the more complex it becomes, the less effective spreadsheets and Powerpoint charts are at presenting it. Enter infographics and the growing field of data visualization, perhaps best personified by Facebook's hiring of personal infographics guru Nick Felton to work on the visual elements of their new Timeline feature.
Nothing in life is free, and in Facebook's case, you pay for the service with your data. As Kirkpatrick notes, the real question is have they finally gone too far and will users start to rethink their usage of Facebook as their Timeline reveals... what?
