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3:35 PM ET, July 15, 2010

Mediagazer

 Top News: 
Marshall Kirkpatrick / ReadWriteWeb:
How the Old Spice Videos Are Being Made  —  How do you take the social web by storm in a day, winning over even the coldest of hearts and gaining international acclaim - with commercials?  —  A team of creatives, tech geeks, marketers and writers gathered in an undisclosed location in Portland …
RELATED:
Robin Sloan / Snarkmarket:
Why Old Spice matters  —  So the Old Spice campaign was funny, surprising, and perfectly-calibrated.  These would be reasons enough to like it.  But I'm not going to let you stop there.  Here's how I think the campaign establishes an important new precedent—not for online advertising, but for online storytelling across the board.
Dylan Stableford / The Wrap:
Penthouse Owner Makes $210M Bid for Playboy  —  Marc Bell, owner of Penthouse magazine and FriendFinder networks, made his promised bid on Playboy Enterprises on Thursday, offering to pay $210 million for the struggling bunny brand.  —  Bell's bid is effectively $25 million …
Mathew Ingram / GigaOM:
Blog Networks Try One More Time to Turn Local Journalism Into Cash  —  Can building a network of local bloggers help turn online journalism into a money-making proposition?  Two new media ventures are hoping that it can, and have partnered with a startup called GrowthSpur to try and make that hope become a reality.
David Kaplan / paidContent:
Hearst Magazines Outlines Major App Rollout For Second Half Of 2010  —  Five days after releasing its iPad app version of Popular Mechanics, Hearst Magazine says iTunes users have downloaded more than 10,000 copies of its $1.99 “showcase issue.”  While other mag publishers, like Condé Nast …
RELATED:
Peter Kafka / MediaMemo:   Is There an iPad Premium? …
Matt Marshall / VentureBeat:
Washington Post acquires iCurrent, a personal news aggregator (exclusive)  —  The Washington Post Company has acquired iCurrent, an online tool that allows users to collect news automatically according to their interest.  The purchase price was not disclosed, and while not a big deal, it was likely north of $5 million.
Discussion: paidContent, Inc.com and Guardian
Michael Calderone / Yahoo! News:
The Daily Caller grabs Olbermann domain name  —  Tucker Carlson says he's going to start using a new email address: Keith@KeithOlbermann.com.  —  Carlson, a conservative pundit and editor-in-chief of the Daily Caller site, was in good spirits Thursday after acquiring the domain name …
Emily Steel / Wall Street Journal:
Google Wins Omnicom as Ally  —  Internet Firm Will Help New Partner Tap Ad Exchange in Return for Ad Buying  —  Google Inc. plans to announce Thursday it has landed advertising company Omnicom Media Group as a partner in online display advertising, an area the Internet giant is seeking …
Andy Alexander / Ombudsman Blog:
Post online strategy: Grow audience, and engagement  —  Quick quiz: Among staff-written stories, what's generated the most page views on The Post's Web site in the past year?  Something about the BP oil spill, perhaps?  The Haiti earthquake?  The health-care reform vote?  —  The answer: Crocs.
Discussion: Romenesko and The Latest Word
Ken Doctor / Nieman Journalism Lab:
The Newsonomics of the dead cat bounce  —  [Each week, our friend Ken Doctor — author of Newsonomics and longtime watcher of the business side of digital news — writes about the economics of the news business for the Lab.]  —  The season's upon us, as newspaper and media companies announce their second-quarter earnings.
Steve Buttry / Pursuing the Complete Community …:
Academics measure new media (again) by old-media yardstick  —  For academics studying whether “citizen journalism” is going to “replace” traditional journalism, let me save you some time: It won't.  It's not trying to.  It shouldn't.  —  Journalism is not, never has been and should not become a zero-sum game.
Adweek:
Online Video Ad Segment Poised to Explode  —  Look for rapid growth over the next few years  —  The online video advertising market is poised for rapid growth over the next few years, according to eMarketer.  —  The research firm estimates online video advertising spending will grow …
Discussion: VideoNuze and MediaPost
Subtraction.com:
A Change  —  For many months now I've been thinking about the long-term trajectory of my career, wrestling with some serious questions about what it is I want to do with the few talents I'm lucky enough to have.  After a lot of internal debate, I came to the conclusion that the time is right for me to make a change in my job.
Stu Woo / Wall Street Journal:
Newspaper War Rages in West Marin  —  POINT REYES STATION — This sleepy town of 800 residents is home to west Marin County's two weekly newspapers.  A nasty battle will decide whether it is big enough for both of them.  —  Last month, the upstart West Marin Citizen accused …
Jon Friedman / MarketWatch:
Joel Stein makes me feel ‘stomach-sick’  —  Commentary: His ‘My Own Private India’ piece is shameful  —  NEW YORK (MarketWatch) — When Joel Stein issued an apology for his recent Time magazine column, entitled “My Own Private India,” he took pains to point out that he felt “stomach-sick” for hurting so many people's feelings.
Joshua Cohen / Tubefilter News:
Will Hulu's ‘Ad Selector’ Become Online Video's Advertising Standard?  —  Online video ad revenues in the US are on track to pass $1.3 billion this year.  That's a big industry, but when compared to the behemoth $70 billion business that is traditional television advertising, it's little more than a rounding error.
Discussion: digiday:DAILY, Post Tech and NewTeeVee
Kate Sheppard / Mother Jones:
“They Just Don't Know Who They're Messing With”  —  If you've been reading Mother Jones lately, you've heard about BP's stranglehold on media access in the Gulf, which has included preventing reporters from visting oil-soaked public beaches and barring its spill cleanup workers from talking to the press.
Discussion: CJR
Jeremy Porter / Journalistics:
Journalists Find Some News Releases Useful  —  75 percent of journalists find well-targeted news releases with high-quality content useful, according to a new survey of 750 journalists conducted by Oriella PR Network, an alliance of 15 PR agencies around the world.  —  Surveys like this drive me crazy.
Discussion: ReadWriteWeb
Gawker:
News Anchor Admits Chupacabra Story Is a Naked Ploy for Ratings  —  “What would it be, if we didn't have a story about a chupacabra?” the perky Texas news anchor wondered aloud.  Her co-host's reply: “It would not be a ratings month—I'm sorry, can I say that?”  —  The segment was about this mysterious, headline-grabbing beast.
Discussion: Mediaite and WOAI-TV
Antonina Jedrzejczak / The Wire:
Mediabistro Ramps Up Coverage Of Startups  —  Mediabistro is beefing up its coverage of startups.  —  The website announced today that it has hired Kenneth Musante, a freelance writer and former CNN staffer, to write “mb Startups,” a new recurring feature that will appear …
Todd Spangler / Multichannel News:
Providers Likely To Charge For ‘TV Everywhere’: Analyst  —  39% of Pay-TV Subscribers Would Pay $5 or More Per Month for Access to TV on PCs  —  Cable, satellite and telco TV providers at some point probably will institute a separate subscription for “TV Everywhere” services …
Discussion: MediaPost
MediaShift:
The Case for Turning Around Print Media Companies  —  This article was co-authored by Neil Heyside.  —  The media and publishing industry — and print publishing in particular — doesn't have to show up to its own funeral.  —  There's still opportunity to enable profitable, desirable businesses.
Discussion: MEDIA BEESWAX
Zeke Turner / New York Observer:
‘Bloomberg BusinessWeek’ Grabs ‘Times’ Tech Correspondent  —  New York Times technology correspondent and Bits blogger Brad Stone has been scooped up by Bloomberg BusinessWeek editor Josh Tyrangiel.  —  Mr. Stone launched his career at Newsweek in 1996, taking up coverage of Silicon Velly for the newsweekly two years later.
Discussion: The Wrap
 
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 More News: 
Derek / The Scoop:
How APIs Help the Newsroom
Discussion: NetNewsCheck Latest
Claire Beale / The Independent:
Hey big spenders: Media companies need to be creative to keep …
Brad McCarty / The Next Web:
WordPress And Thesis Go To Battle. Mullenweg May Sue.
Will Richmond / VideoNuze.com:
Sports Continues to be Shining Star of Online Video
Colin Heilbut / Editors Weblog:
Playboy trounces CNN, NYT & The Economist on Facebook
Foster Kamer / Runnin' Scared:
The Rex Sorgatz New York Times Profile Is Live, and Just Wrong
Financial Post:
PCWorld and Macworld Expand Marketer Services
 Earlier Picks: 
Claire Atkinson / New York Post:
Cable TV's cabal
Josh Dickey / The Wrap:
Starting a Celeb Site? Get Your Own F$#(%!=g Mel Gibson Racist Rant
Discussion: RADAR, Gawker and Mediaite
Jim Romenesko / Romenesko:
Malone: 'Murdoch's not afraid of the Hail Mary pass'
Joe Ciarallo / PRNewser:
Wall Street Journal Managing Editor Robert Thomson's Secret Twitter Feed
Rosie Gray / Runnin' Scared:
A Brief Defense of Writing Different Things
Discussion: Soup and Gawker
Peter Kafka / MediaMemo:
It's Summer Rerun Time! …
Discussion: NewTeeVee
Roy Greenslade / Guardian:
Brazil newspaper gives up print to go online only