MSN created the concept of the portal, and with a new man at the helm of their international business, the portal is changing again. Danny Meadows-Klue challenges Geoff Sutton on the future of portals, media, advertising and consumer connections.
Geoff Sutton is between planes in London when we catch up. With MSN UK since the get-go in the UK, his prize is leading their European business has been to have all MSN’s international markets brought under his wing. From Russia to Latin America, Brazil to China, Sutton will be seeing a lot more airmiles, and a lot more challenges in the new role.
We meet on the day the feud between Google and China boiled over to see Google’s Chinese service divert to Hong Kong and the war of words with the Chinese government reach the edge of IP address blocking. Sutton refuses to be drawn, but is clear about the importance of the BRIC markets, and after long periods in Russia to develop the business there is not shying away from the challenge.
“The markets are changing and so is the role of the portal in people’s everyday life. As MSN we need to know what our customers want, wherever they are in the world, and adapt our local strategies to fill that need.”
Breaking conventions
Sutton’s selection to head MSN’s international remit is a shrewd, but surprising choice: a non-American, respected heavyweight journalist, known for with a candid and pragmatic outlook. But he’s no stranger to breaking convention - his move from the Daily Mail to MSN in the 97 confused the news media industry, yet the placement of a content guy at the heart of the portal proved critical in building the foundations of MSN’s role as an aggregator and gateway.
“To me, it was always clear that the internet would be the next way that information would be shared”, he explains, “and breaking conventions has been key to building what’s needed on the web rather than copying offline media.”
“Soon after I set up the newsroom at MSN in London we were faced with a general election and the reporting challenges of a dotcom pureplay. ‘Decision 97’ was our first foray into content and election coverage and helped us learn what people wanted online, and why. There’s a responsiveness to the content and publishing that in traditional media you never get a chance to see. On the web your audience tell you, with every click, what they like and what they don’t – an immediate feedback that in the right hands you craft into a content development strategy to reshape your products around customer needs.”
“When Diana died in 1997 we had tributes pouring into the site. We cut and paste these into the web page and when the US MSN.com linked to us it became a torrent of tributes and stories, overwhelming us. We published every single one: it was a massive drain, but absolutely the best thing we ever did.” This was early social media, before the language to describe it had been formed.
“There’s a different culture in this space and that’s where most traditional media fall over. There’s a type of exponential growth that’s changing the nature of people’s expectations.”
For Sutton it’s partly a generational shift, and therein lies a challenge for the broad-based appeal portals need to retain. “1% of 70 yearolds name the internet as the first place for news while over 20% of 17 yearolds wouldn’t look anywhere else. The new generation have a different philosophy in social networking; there’s a different way of behaving and with 98% of 15-24 year olds now on a social network, all web media need to recognise this. These guys are never losing touch with their friends, never phoning each other to find out the news, never out of touch with who’s doing what and where they are doing it.”
Data points on the UK digital market
- 1 million BT wifi hotspots in the UK alone
- 67% of households have broadband
- 98% mobile phone ownership
- Globally there are now 1.7bn people online
MSN – advertising strategy and new ways for brands to connect
For web advertising what does this mean?
Sutton remembers the first ad that was ever sold on MSN. “Our new sales director came back from a meeting and burst in, beaming ‘I’ve just sold an ad’. We all looked at eachother in a mix of delight and confusion: the next question was ‘how do we actually publish it?!’ …and back in the world before ad servers that was far from an easy task.”
Since then MSN proved instrumental in fuelling the growth of the online ad markets, with pioneering research that would shape media neutral planning, a sophisticated strategy to fuel the trade associations so they could nurture cultural change in the markets, and high profile marketing to drive both viewers and brands to the portals.
“Display is a big advertising business online and inspite of the headlines of search engine growth that Bing is benefiting from, the big brands have realised that web display should be at the heart of media-neutral schedules.
On the massive migration in audiences as well as advertising revenues away from the newspaper industry Sutton came from, he’s sanguine, but clear that the traditional media companies are only part way through their restructuring. In the UK 53 local newspapers have closed since 2008, and 10,000 more jobs will go from regional press between now and 2012. Classified ad revenue has seen the largest falls with some nationals across Europe reporting collapses of over 90% in classified. That is an unrecoverable position, but Sutton doesn’t hold out much for the hopes of many titles: “The traditional revenue models in press simply don’t work. That means companies have to change the way they work. The old model in newspapers of separation between church and state - the gap between advertising and editorial – doesn’t survive the transition. Publishers have to innovate.”
“My biggest fear is not the future of newspapers but the future of journalism. When I was working at national newspapers we had the budgets to be able to investigate; today there isn’t that budget. You end up with a cheap common denominator of showbiz and football”.
MSN has pushed hard for taking online media into the integrated media schedule. “For online display advertising there are loads of great examples of branding, but the performance element remains high. Online needs to be seen as integrated, joined up in campaigns that run across multiple media”. That’s part of the reason MSN pushed the home page takeovers and skins – to create ad formats that deliver mass reach as well as impact or engagement.
One of the politically most awkward innovations has been online behavioural advertising, and while many web media pushed tracking and targeting of consumers to the point of fuelling the privacy advocates with a weekly stream of newspaper headlines, MSN has been much more cautious about when and how to introduce the technology.
“We always think of the consumer before new ad products are launched and it’s our role to balance the needs of the advertiser with what consumers are comfortable seeing. There is targeted advertising on MSN and some of the newer projects like the of work with Avatar and the studios behind it have created a new type of infotainment content. There a blur these days and the consumers really like that. With Avatar we ran ads on the home page, streams, tweets, search and a range of content tools both for the film and the DVD. Interestingly there’s strong re-targeting to that audience when the DVD comes out that ensures advertisers get a great deal and consumers only see advertising that’s relevant”. MSN is large enough to run its own behavioural retargeting and to respect consumers privacy settings along the way.
“James Cameron is coming in as a guest editor for MSN and that continues the thread of these conversations around Avatar. There’s a new model in marketing here, one that’s not about interruption but giving the audience what they really want and through several formats and techniques.”
Microsoft’s evolution
“At Microsoft it’s all about 3 screens and a cloud”, explains Sutton on where the business is changing. “While Microsoft in the past was focussed on the PC screen, today the focus is on all three screens and the cloud of connections and remote applications that are changing the way people communicate. We’re looking at how we change the licensing model and MSN and Windows Live are at the heart of that change. We’re champions of the new approach and as part of that are deliberately changing the way the whole organisation works.”
MSN has often been used to drive change within Microsoft and that process is now happening again.
MSN – and the future of portals
When I challenge Sutton whether the portal is dead, he’s confident in response.
“No, it’s dead good”. On the surface that might be what you’d expect to hear, but Sutton is clear that “there’s a continued importance in the role of the portal for consumers. It’s key to their experience online and their use of digital tools. At MSN we’ve started upping our investment in the portal, building the software and the content that they can access. There’s integrated search, hotmail, content and media all in one place that makes it easy for them to use and that’s why it keeps growing. There’s a stunning amount of competition, and on the one hand we have to beat hem, but at the same time it’s all about partnership.”
A while back when Sutton set the goal of overtaking Yahoo in the UK there was scepticism about the chances. Now the goals are moving again. “We’re a software company at our core, but we’re building a media business on top of that. We don’t own our own content or create our own content, so we have extensive partnerships that bring us together with classic media providers. With each business partner we look for the shape where the partners fit and build the right solutions from there.”
MSN has launched longform video in the UK with an extensive partnership with BBC Worldwide and All3Media using a model that can be monetised through advertising. “We’re a platform and we have a great video player; we’ll keep monetising and using the UK as a way of testing different models. In France M6 has been a TV channel partner for us and we’re working with them to take their content online. You watch the TV bulletin online and people send in their questions; Bing features in the TV show and there are audiences moving between all the channels. With Twitter, MSN now has deep relationships with managing content and traffic drivers, and their traditional competitor Yahoo has become aground breaking partnership” Uniting against common enemies as the stakes get higher
Future-gazing – what’s coming?
Here are Sutton’s predictions for 2015
- Explosive growth of video continues
- Everybody will have a Facebook profile but with more segmented access rights between business, family and friends
- Mobile internet will overtake desktop
- Dramatic growth in Cloud computing services with interrelated big shifts in the mobility of access
New devices to read the news will mainstream: Kindle, the eReader and the iPad. I’m really excited by these and the way content will have to adapt is incredible
Sutton is clear that the restructuring of the media industry is only part way through. “There will be more big winners and big losers. Some content owners will realise what they have and some won’t. But for the ones that do, we’ll be there to help them.”
Comments (67)
I like to have a read at it, highly comments on it.
Posted on February 4, 2012 3:36 AM
Love your Blog and every article.
Posted on February 4, 2012 3:09 AM
cheap uggs outlet Action, he should cherish good faith, With calm determination as to take that step. discount ugg boots A straightforward, honest man. It is said that to see him and his nine children together, the scene is really delightful pieces of joy; particular discount uggs .
Posted on January 19, 2012 2:47 AM
We are here to provide the lowest price the best clothes, the cheapest of only $20 Oh. Welcome to buy, there is always a variety of 100 for you!gucci outlet
Posted on January 10, 2012 9:51 AM
When visiting these blogs that are written by the same author, he has a lot of followers.uggs boots
Posted on January 9, 2012 6:02 AM
Comment on the success you have attained by looking in the past at the target you wanted to achieve most; Cheap Moncler JacketsComment on the success you have attained by looking in the past at the target you wanted to achieve most;
Posted on January 7, 2012 9:12 AM
When visiting these blogs that are written by the same author, he has a lot of followers.gucci outlet
Posted on January 6, 2012 7:35 AM
We are here to provide the lowest price the best clothes, the cheapest of only $20 Oh. Welcome to buy, there is always a variety of 100 for you!
Posted on December 30, 2011 8:38 AM
XINQHHJTKAXIN
Welcome to Oakley Sunglasses Hut to buy cool and cheap oakleys sunglasses.
Posted on December 27, 2011 2:08 AM
http://www.cheapsuprasshoe.com/
http://www.airmaxshoes.us/
http://www.cheapcoltsjerseysnfl.net/
Posted on December 26, 2011 1:02 AM
So make sure you dress up this season with fashion that's filled with the hottest and latest discount uggs in the market.
Posted on December 15, 2011 3:18 AM
When one door of happiness closes, another opens; but often we look so long at the closed door that we do not see the one which has opened for us.
Moncler Online Shop
Moncler Jacket
Posted on December 13, 2011 6:01 AM
this article will guide you in deciding how to advance in your current job, or grow into a new location.
http://www.coachfactoryonlinesale.com/
Posted on December 9, 2011 7:40 AM
These youthful guys had the prospect to participate in all mountain sports activities, along with their politics,
Posted on December 3, 2011 6:13 AM
industry by introducing a extensive array of collections which reflect the recent pattern
Posted on December 3, 2011 5:58 AM
an extensive product line and an in salon Expert education arm spearheading the latest products, techniques and looks.
Posted on December 3, 2011 5:41 AM
To simply live the life of ghd looker, just learn the creative techniques with the Pure Mark 4 styler...
Posted on December 3, 2011 5:29 AM
Our main products have various series, such as china water pump,fire pump,sewage pump,submersible pump,centrifugal pump,diesel fire pump and split case pump. Our pumps are widely used in different industries, such as petroleum, chemistry, metallurgy, mine, power generation, urban construction and agricultural irrigation.
http://www.pacificpumpgroup.com
Posted on November 28, 2011 7:39 AM
From the online store you can find many fine styles made Woolrich Jackets both for male and female.we offer the newest and qualified designed [url=http://www.woolrichoutlet.de/]Woolrich Arctic Parka[/url] clearances for customers.
Posted on November 21, 2011 4:07 AM
[url=http://www.fashiontrade2u.com]juicy bags[/url]
cheap juicy couture
juicy handbags
coach bagsPosted on November 18, 2011 4:11 AM
And this TAG Heuer men's automated watch continues the attitude and does it actual able-bodied in the estimation for the appearance of a gentleman. Apart from its chaste elegance, this watch TAG Heuer offers reliable timing, as it is activated by a top attention automated movement. The case is crafted in cable animate 36mm and is able with a concrete azure clear scratch-proof anti-glare treatment. A date window is intelligently placed at 4:30. Along with hand-applied numbers and markers, beaming easily set of design offers acceptable legibility.
Posted on November 15, 2011 8:22 AM
With MSN UK since the get-go in the UK, his prize is leading their European business has been to have all MSN’s international markets brought under his wing. From Russia to Latin America, Brazil to China, Sutton will be seeing a lot more airmiles, and a lot more challenges in the new role.
Posted on November 14, 2011 3:06 PM
ーストラリア人の伝統に由来するとしてオーストラリア人サーファー、ビーチ好きの方は、ビーチで半世紀以上にわたって冬のシープスキンブ UGG Dakota
Posted on November 8, 2011 3:54 AM
da ginnastica Nike Air Force 1s premio bassi che sono stati intorno per molti anni. Questa sneaker ha avuto upgrade fatto a metà suola ammortizzazione nel Nike Air Force 1 Supreme
Posted on November 8, 2011 3:52 AM
The greatest gifts in life are not purchased, but acquired through hard work and determination. Find the star that twinkles in your heart?for you alone are capable of making your brightest dreams come true. Give your hopes everything you've got and you will catch the star that holds your destiny.
Posted on November 8, 2011 2:58 AM
Though barriers may sometimes stand in the way of your dreams, remember that your destiny is hiding behind them. Accept the fact that not everyone is going to approve of the choices you've made. Have faith in your judgment. Catch the star that twinkles in your heart and it will lead you to your destiny's path. Follow that pathway and uncover the sweet sunrises that await you.
Posted on November 8, 2011 2:57 AM
This is a good article! north face outlet ability, the brothers successfully held in Milan, the first exhibition of north face backpacks cheap territory.i like blogger.
Posted on November 3, 2011 7:49 AM
I always appreciate someone who imparts knowledge.Thanks for your sharing,I will pay more attentions to your blog. Looking forward to your better and better articles.See you next time.
Posted on November 3, 2011 7:40 AM
numerous types and styles. Nike Air Jordan Retro Shoes listed right here are just a number of within the process ahead
Posted on November 2, 2011 3:18 AM
Just want to say what a great blog you got here!I've been around for quite a lot of time, but finally decided to show my appreciation of your work!
Posted on November 1, 2011 7:07 AM
Awesome survey, I love your post.
My Blog:
aeg kaffeevollautomat oder Kaffeemaschine
Posted on October 31, 2011 2:41 PM
in Ugg classic collection. And a pink pair of UGG Broome calf-height
Posted on October 31, 2011 1:32 AM
which is really a fun mix of pink and Chaussures UGG purple to finish a charming girl look.
Posted on October 31, 2011 1:30 AM
on the knee high shafts just express your Bailey Button Bomber Boot personality with a romantic hint of spring scenery.
Posted on October 31, 2011 1:22 AM
This is the perfect info for anyone who wants to know about this topic.
Posted on October 29, 2011 4:24 AM
Thank you for this great read!! I definitely enjoying every little bit of it I have you
bookmarked to check out new stuff you post
Posted on October 27, 2011 6:49 AM
fashion cheap clothes for women looks beautiful and has the female gentle temperament, and each style cheap clothes online are decorated with lovely lace, very little woman feeling. In addition, wholesale clothing cheap price that let people feel very good.
Posted on October 27, 2011 3:07 AM
My boyfriend's birthday is coming up in three days (short notice, ... I'm actually a fan of Costal Del Mar, but I do like Oakleys too, The Best Oakley Lenses For Baseball. When shopping for Oakley sunglasses sale, it is important to know what type of lenses suit your needs and Keep your eye on the ball with these Special Edition Oakley Major League Baseball Sunglasses. With a Collector's Edition Oakley MLB Box and Never Before ...
Posted on October 26, 2011 5:18 AM
After a period, Rolex watch features worked with lot of security measures
Posted on October 25, 2011 7:41 AM
Thanks for taking the time to talk about this，I take pleasure in learning about this topic. Please, as you gain information, please update this blog with more information.
Posted on October 24, 2011 12:16 PM
Language is the language or languages Epilator and literature referred to. Language this word, just look at literally, the language of the "language", meaning "words themselves and others" (popular point that is used when you speak the language), Laser System 808 Electric Shaver Clipper Trimmer Remover Hair Epilator "text" means "text", "written words . " The meaning of the language the word was put together their own and others' words and text.[Philosophy] is the expression language, records, oral or written information to pass words of text material in a form; language is to describe the facts, citing thinking, presentation ideas, expression of the will, Remover Hair Epilator 808 Elect to express feelings,
Posted on October 24, 2011 6:01 AM
During this period, the first Golf Clubs greater development and production practice is closely related to the mechanics, such as the statics of simple machines, leverage, and other laws of buoyancy. In "Mo Jing", a powerful concept ("force, shaped also the reason why Fen") of the account; optics has accumulated on the light straight, refraction, New Diablo Edge Golf Driver 9 & 10 Loft Golf Club with Serial Number reflection, pinhole imaging, bump mirrors and other knowledge. "Mojing" 9 & 10 Loft Golf Club on the record on optical knowledge there eight.AAA
Posted on October 24, 2011 5:55 AM
As early as the Song Dynasty, Zentai / Catsuit with the same content included in the 'things like chi' and 'things like induction', etc. writings, which are the origin of Chinese physical books. "Lu Kun Ming Dynasty (1536-1618) with a "groan language", Free Shipping Spiderman Costume Suit Outfit Zentai With Gray Stripes Type D102 in which Juan Liu, the second part called "physical" objects in general is about sexuality, Spiderman Outfit and for the extended and the world about human point of view. AAA
Posted on October 24, 2011 5:21 AM
moncler doudoune
Posted on October 19, 2011 11:47 PM
Coat could be the that the cover period is definitely limited, this upper body is definitely free cheap north face denali, restricted bracelet cuffs and restricted downswing the north face sale. Coat could be the meaning associated with shortness north face outlet. It can be this limited apparel which usually women and men can wear north face jackets. Outdoor jackets are the common gown inside contemporary period north face jackets sale. For the reason that styles are usually gentle, eye-catching, vigorous and energy source, it can be popular by broad males and females replica designer handbags. Because enhancement associated with coat, this methods of trend are in 1000s of postures cheap designer handbags. Various periods, various polity and economic natural environment, various event, numbers, a long time and employment opportunities, this methods of coat hold the fantastic have an effect on designer handbags outlet. Outdoor jackets is usually divided towards some classes via functions: this outdoor jackets because do the job apparel replica handbags sale, this coat as informal apparel replica designer handbags sale, this coat as ceremonial dress cheap coach handbags. This typical associated with gentle and relaxed identified it is energy source inside contemporary period replica handbags. Using the immediate improvement associated with contemporary knowledge and know-how replica coach handbags, folks components residing regularly acquiring replica chanel handbags, the dress components are usually switching quickly replica handbags outlet.
Posted on October 17, 2011 3:42 AM
ROME (Reuters) - Workers the north face outlet up the wreckage from some of Rome's worst riots in years on Sunday and citizens asked why their city was the only one in which global demonstrations turned violent.
Posted on October 17, 2011 3:32 AM
HOLIDAY BAZAAR, PENNY SALE: Saturday, north face jackets sale Nov. 12, 9 a.m.-6 p.m.; Sunday, Nov. 13, 9 a.m.-3 p.m., St. Kathryn Parish, 4 Dracut Road, Hudson; a large assortment of penny-sale items, theme
Posted on October 17, 2011 2:50 AM
Cheap NFL Jersey, Alexander Mcqueen Bags Wholesale NFL Jerseys,You can hardly believe that I found these web full of the cheap and good nhl jerseys. Inexpensive NFL Jerseys, Cheapest NFL Alexander Mcqueen Shoes Jerseys For more nice jerseys,you can also visit Cheap Arizona Cardinals jerseys.
Posted on October 8, 2011 9:35 AM
We meet on the day the feud between Google and China boiled over to see Google’s Chinese service divert to Hong Kong and the war of words with the Chinese government reach the edge of IP address blocking. Sutton refuses to be drawn, but is clear about the importance of the BRIC markets, and after long periods in Russia to develop the business there is not shying away from the challenge.
Posted on October 8, 2011 9:33 AM
You have to accept as factual in yourself.
Posted on October 6, 2011 7:23 AM
The important thing in life is to have a great aim, and thedetermination to attain it. One of these days is none of these days.
Posted on October 4, 2011 7:00 AM
Sweet info on MSN new man. Thanks for providing this.
Posted on October 3, 2011 6:47 AM
Thank you so much for your article,Learn much here!
Posted on September 30, 2011 7:47 AM
Thanks for the share!
Nancy.R
Posted on September 30, 2011 7:11 AM
One of the world's most popular brands of makeup fashion is Makeup Art Cosmetics, or Mac makeup Cosmetics as it is more commonly known.tory burch sale This company is owned by Estee Lauder but has a totally separate image from its parent company.
Posted on September 29, 2011 9:25 AM
You blog is so lovely that speak the words right out my month. I bookmark you so that we can talk about it in details, I really can’t help myself but have to leave a comment, you are so good.
Posted on September 28, 2011 4:09 AM
It's true that we don't know what we've got until we lose it, but it's also true that we don't know what we've been missing until it arrives.cheap ugg boots,cheap ugg boots
timberland boots,timberland boots
Posted on September 26, 2011 8:33 AM
Nice post.Thank you for taking the time to publish this information very useful!I’m still waiting for some interesting thoughts from your side in your next post thanks!
UGG Bailey Button Triplet
Posted on September 26, 2011 4:04 AM
purchase at the brick and mortar store.So, let's take a look at the five best luxury watch deals that you can find online for this Christmas Holiday Season.
Posted on September 23, 2011 7:38 AM
These jackets as well as other clothing from North come across are widely recognized for their north face coatsbenefit and durability. not just are they completely sensible - from jogging on cold mornings to snow boarding, they may also be very fashionable.North come across is a bay area reliant help that was established in 1968. Douglas Tompkins and Dick Happ are two hiking fans who north face downwas so passionate about mountaineering which they create their particular person small mountaineering retail shop. They designed, made, and offered technical mountaineering equipment and apparel. They experienced above 40 years of Moncler jacketsmixed experience in mountaineering and desired to really encourage other explorers to push their boundaries. The help continually strives to introduce new, filthy breaking styles for outside apparel. TheirMoncler outlet1st selection by most out of Denali jackets are hands lower the your world's most executed outdoorsman - skiers, snow boarders,
Posted on September 20, 2011 8:49 AM
http://www.lpearls.com/FW-Pearl-Beads-&-Strands-Top-drilled-pearls/c96_103/index.html
Posted on September 19, 2011 6:17 AM
Nice post.Thank you for taking the time to publish this information very useful!
Posted on September 17, 2011 8:39 AM
You certainly know how to get a girls attention! Im glad that youre here. I feel like Ive learned something new by being here.
Posted on September 17, 2011 8:37 AM
You provide enriched information for us,thank u.
Posted on September 17, 2011 8:33 AM
When visiting these blogs that are written by the same author, he has a lot of followers.
Posted on September 14, 2011 9:13 AM
That company have a huge range of jerseys,including NHL¡¢NFL¡¢NBA and MLB jerseys.It is a supplier from China.They promised that their products are with excellent quality and reasonable price.
So I want to share the webs with you. Cheap NFL Jersey, Wholesale NFL Jerseys,You can hardly believe that I found these web full of the cheap and good nhl jerseys. Inexpensive NFL Jerseys, Cheapest NFL Jerseys For more nice jerseys,you can also visit Cheap Arizona Cardinals jerseys.
nfl jeyser,nhl jeysers
UGG
The limited edition UGG
Posted on September 8, 2011 3:47 PM
We are here to provide the lowest price the best clothes, the cheapest of only $20 Oh. Welcome to buy, there is always a variety of 100 for you!
Posted on September 7, 2011 2:47 AM