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Another One Bites The Dust

After missing last Friday, due to the holiday weekend, we have an extra juicy issue of the digest thi
The Marketing Brief
Another One Bites The Dust
By Rob Bettis • Issue #6 • View online
After missing last Friday, due to the holiday weekend, we have an extra juicy issue of the digest this week. I am excited to share it with you.
In Issue #4, we discussed Twitter’s tipping point. It is the point where a network or platform starts favoring themselves or their advertisers over their users. Medium, an insanely popular blogging platform meant to bring pleasure and value back to written content, passed their tipping point this week.
Medium found early growth by allowing organizations to outsource their company blog to Medium. They could have a custom URL for their blog, both simultaneously ‘owning’ their content and sharing it with Medium’s audience.
One of the most notable examples of the arrangement was the blog run by project management software company, Basecamp. Their blog, Signal vs. Noise, was one of the first big blogs to migrate to this setup on Medium.
This week, Medium announced they are no longer offering custom URL’s to publishers. This prompted Basecamp cofounder, David Heinemeier Hansson, to share his reaction to this announcement. I suspect his feelings represent many of the publishers in Basecamp’s situation.

Medium's Tipping Point
Custom Domains service deprecation – Medium Support
I would not recommend anyone to use Medium for a new publication without custom domain support. Medium has proven themselves an excessively volatile partner to publications already. Their whims will change again. You need an escape hatch.
6:15 PM - 4 Sep 2018
Also: "If you already have a custom domain on Medium, nothing will change for you for the foreseeable future, and your domain will continue to work as expected". What a shitty way to sow doubt amongst existing publications. Signal vs Noise is OUT the second this changes.
6:16 PM - 4 Sep 2018
Three years ago we explained why moving Signal v Noise to Medium made sense to us. I'm very happy with the time we've spent on the platform so far, but the choice wouldn't look so simple today.
6:35 PM - 4 Sep 2018
After further review, we're going to be leaving Medium at some point in the near-to-mid-term future. Thanks for all the fish, @ev! You built a beautiful typewriter, the early community was awesome, and I respect trying something different. Shame about the VC pressures. Adieu!
1:52 PM - 5 Sep 2018
The Facebook Trust Fallout Continues
The perfect storm of political controversy, privacy concerns, and degrading user experience continues to drive a mass exodus from the worlds most popular social network.
Many US Facebook users have changed privacy settings or taken a break | Pew Research Center
44% of users 18-29 have deleted the app. 👀
Holy moly…
IGTV Continues To Disappoint
ICYMI, Instagram released a sister app, which is also half-baked into the proper Instagram app in an attempt compel users to adopt it, for long form video.
Rᴏʙ Bᴇᴛᴛɪs
If #Instagram could come to your house, take you by the hand, and use your thumb to open the #IGTV app, they would.
9:56 PM - 21 Jun 2018
Think 30-minute long Instagram Stories. Well, unsurprising to me, it has not be widely adopted.
For IGTV, Instagram needs slow to mean steady – TechCrunch
The Fight Against Online Trackers Intensifies
The key phrase here is “by default.” Firefox is joining Safari as the second mainstream browser to block popular advertising tools by default. Although these types of features have been available to users for several months, they required a semi-savvy user to enable them. By defaulting to this behavior, all users will benefit from the feature, regardless of their tech-savviness.
Combined, Safari and Firefox account for roughly 35% of the US browser marketshare. Google’s Chrome browser stands alone as the marketshare leader with roughly 52%.
Mozilla announces Firefox will block trackers by default | VentureBeat
One Interesting Lesson From The Nike Ad
If you are a breathing human, you have surely heard about the controversy surrounding Nike’s new ad campaign feature the NFL’s most polarizing figure, Colin Kaepernick.
I have no interest in commenting on the politics of the campaign or if Kaepernick was the right spokesperson to drive home Nike’s point. However, I did read one accomplished marketer write on what Nike might be doing by aligning themselves which such a controversial figure. I wanted to share that perspective, because I think it extends well beyond Kaepernick and Nike.
Why did Nike do what they did? | Schaefer Marketing Solutions
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Rob Bettis

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