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The Wall Street Journal

Martin Feldstein, the Harvard economist, today in the Wall Street Journal offers an attractively succinct and common-sense assessment of the effect of Obama administration programs on the economy.

A stimulus was needed, Feldstein writes. The problems was that it had the wrong emphasis.

The result was an unnecessarily large increase in the national debt for a very modest rise in gross domestic product, with too much emphasis on redistributing income and preserving public-sector jobs and not enough on raising economic activity. Only about one-fourth of the nearly $800 billion will be used for government spending that adds directly to GDP.

Simply focusing on the right things would have had much more impact, Feldstein says.

The flaw in the stimulus package wasn’t, as some say, that it was too small. It was that it was poorly targeted. Instead, Congress and the president could have gotten more stimulus from accelerating the repairing and replacing of equipment in the civilian and defense sectors. Long-term reductions in marginal tax rates of the type used by Presidents Kennedy and Reagan would also have been better than temporary tax cuts that have no positive incentive effects.

Feldstein doesn’t offer a solution, except to suggest that administration needs to shift its focus. The Congressional Budget Office recently completed a paper showing the impact different job stimulus initiatives could have on employment.

936D3DE0-05E6-4EF0-9421-002026998757.jpgThe chart to the right is from the director of the CBO’s blog and shows which initiatives would have the most significant impact on employment. A big impact would be from reducing payroll taxes. This effectively reduces the cost of having an employee. In theory, this is good for the government, for while the company would contribute less in tax, this decline would be offset by an increase in personal income tax.

But, in a faint echo of Feldstein’s comments, the CBO director has a caution. We’ve already run up a big bill with the stimulus programs and those bills have a price.

CBO concludes that further policy action, if properly designed, would promote economic growth and increase employment in 2010 and 2011. Different policies vary in cost-effectiveness as measured by the cumulative effects on GDP and employment per dollar of budgetary cost and in the time patterns of those effects. Moreover, despite the potential economic benefits in the short run, such actions would add to already large projected budget deficits. Unless offsetting actions were taken to reverse the accumulation of additional government debt, future incomes would tend to be lower than they otherwise would have been.

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Rupert Murdoch has been the poster boy for the frustration legacy content creators have with the current way that content moves around on the web. What Murdoch is missing is that the answer lies not in setting up more barriers, but in getting control of his distribution through more aggressive deployment of social media techniques. And that will only happen when his entire content creation teams are mobilized.

Here’s a real-life example of the confusion that is driving Murdoch, and other heads of content companies, batty. On Dec. 6 at 7:49PM, the Wall Street Journal posted a story that used analysis from the advisory firm NYYPEX to estimate enterprise values and revenue for Facebook and LinkedIn.

When I was writing my last post on the lessons Facebook can learn from AOL, I recalled seeing a $700 million revenue figure for Facebook bandied about on the social web yesterday and went to Google to find a citation. Here are the results to the query, “What is Facebook revenue”[Illustration 1].

what is facebook revenue - Google Search 2.jpg

These results didn’t give me recent enough news, so I used Google options to select content that was published in the last 24 hours.[Illustration 2]

what is facebook revenue - Google Search.jpg

I clicked onto the second page and found an information source that I regularly use, Mashable, and clicked through to the article.  [Illustration 3]

Screen shot 2009-12-08 at 12.01.41 PM.jpg

Here was the content I was looking for. And, it has been widely distributed, with more than 700 Tweets recorded by TweetMeMe and 40 instances of Facebook sharing from the article page.

It’s not the originating instance of the story, however. See, Mashable built their article off of an original report in the Wall Street Journal, based on NYYPEX data. Here’s the original article, with a teaser hidden behind the WSJ pay wall. [Illustration 4]

Screen shot 2009-12-08 at 12.01.25 PM.jpg

Curious about how the story has disseminated across the web, I went to Twitter Search and typed in “Facebook revenue.” Here are the results as of 12:15EST on December 8. [Illustration 5]

facebook revenue - Twitter Search.jpg

Of note: the majority of these tweets link to Mashable or TheNextWeb, both of which built their stories completely off the Wall Street Journal story.

In the old days, this would be described as stealing a scoop. But, according to the rules of the web, each of the content sources that cited the Wall Street Journal were within the boundaries of “fair use.” (These uses of the articles read to me like they are right on the edge of violating copyright, but that’s semantics.) In citing the Wall Street Journal articles, however, there is no intent to drive traffic to the Wall Street Journal and the original article. The intent is to keep the traffic on the citing web site, generating economic benefit for the content aggregator, not the content originator.

I see this on some of the articles that I post on my blog. I’ll take a chart from another story that I find particularly illuminating and then try to add my perspective on the data as it relates to my experience and my audience. My hope is that the people looking at the piece will then go on to review the original data. Only a small part of my audience clicks through to the original source of content, however. So, I’ve tried to reduce the frequency that I point to other content, and I’ve tried to increase the frequency that I use Twitter to direct people to original sources of information.

For the editors of the Wall Street Journal, and for Murdoch as well as anyone else carrying a high level of content costs, the frustration is profound. What is the right way to craft and share information without losing your audience to a multitude of third-party aggregators?

What is the economic cost? Let’s conservatively assume that the Mashable and NextWeb stories got around 10,000 views each, costing the Wall Street Journal about 15,000 page views. With a $75 cost per thousand (CPM) for video ads and a $15 CPM on display ads, the WSJ would lose roughly $1500 of video revenue and $300 of display revenue on those pages. That doesn’t seem like a lot, and certainly doesn’t outweigh the benefit the Journal gets from the promotion of its story, right?

Start multiplying that effect by 100 stories a day, every day, and you quickly reach an estimate of about $5 million a month of lost revenue opportunities because of redistribution by third-party aggregators.

Murdoch may be focusing on the issues of Google’s search engine, but a profound economic disruption is found ion the broad redistribution of his content. That’s a problem that has no easy solution.

The logical first step is to take the fight to the streets. Use social media tools to distribute your content more broadly and more aggressively through your own social media brands, as well as the personal brands of your staffers. That’s what Business Week has done so well, and, for the most part, Business Week appears to get more traffic to their “scoops” than most other legacy media brands.

The new skill is going to be about wading into the fray, not keeping the fray away by erecting false barriers.

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Aggregation, Media & Money

December 7, 2009

What do you do when the costs of creating, delivering and consumer content are wholly disaggregated? Is the system rational enough to transfer the economic benefits from the consumer to the creator? Or do all of the participants in the chain need to work together to ensure that an underlying economic rationale properly [...]

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Maybe Murdoch isn’t nuts about blocking Google

November 10, 2009

Rupert Murdoch declares he’s going to shun Google.
Google says, We don’t care.
The world cries out that Rupert is misguided.
An enterprising blogger goes onto Compete.com’s site and tries to sort out just how dependent Murdoch’s web properties are on Google’s traffic. His answer? Not as dependent as it might seem:
The screenshot to the right [...]

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A look at the leverage cycle

November 9, 2009

If you give people money to buy things, they’ll buy more than if they are using their own money. The less skin in the game, the more risk they will take. That’s the essence of what Yale economist John Geanakoplos calls “leverage cycle” theory. An article in the Wall Street Journal last [...]

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The arithmetic of bouncing off the bottom

July 24, 2009

Princeton professor Alan Blinder made a very clear, cogent argument in the Wall Street Journal today that the second of 2009 could outstrip expectations, a by-product of the economy bottoming out in the second quarter.The catch: While GDP is likely to grow, the consumer experience is going to lag. Production is down, [...]

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Some more thoughts on the economics of special interest content

April 21, 2009

450,000 bloggers are the orphan children of the old media industry…but they’re not starving.

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