People who love sports...

Much Ado About Ad Networks

Thanks to ESPN, we’ve seen a spike in media attention towards online advertising networks this week--for better or worse. The sports behemoth announced Monday that it is cutting ties with its ad networks, and allegedly trying to get other large publishers to do the same. Why? ESPN believes that its premium-branded content offers an audience and advertising experience that’s worth more than what ad networks offer, particularly those selling remnant inventory. The fear is that these networks are devaluing content by offering advertisers an inexpensive way in.

This is our industry’s tipping point, where the market is realizing that audience quality comes first. The advertisers you choose to align with matter. So does relevancy and respecting users’ space. Take the now infamous “Punch the Monkey” banner ads versus General Motor’s innovative “Saturn Aura” campaign. One has become an irritating ad, sitting out there unclicked for the most part and bringing down the industry average. The other has demonstrated how thoughtful targeting and cross-media promotion creates a compelling, integrated and valuable advertising platform.

While remnant ad networks have been an efficient way for publishers to generate quick revenue, essentially reaching an audience at a low price, too many of them are driving down all prices (to ESPN’s point). Remnant players simply don’t have the time, expertise or business model to drive value. That’s not their game. Hence, vertical networks such as Forbes, Jumpstart and, yes, Sportgenic, have emerged as value-added solutions that offer publishers greater reach, more relevant content, increased brand association and an overall better user experience.

The bottom line is that publishers need experts like us. I believe that, by bucking remnant ad networks, ESPN is helping to prove our case.

A Good Life is a Balanced One

By most accounts, I've lived a pretty good life lately. Certainly, the growth of Sportgenic has been a tremendous success, both personally and professionally. Yet I've failed terribly in one particular area--balance in life. Let me explain:

When I stepped on the scale today, I was horrified by the numbers. In the two-plus years since starting my company, I've put on...well...let's just say a lot of extra weight. So much has changed. I used to exercise every day, building an exhaustive workout into my daily routine. I loved it and was driven by the results. But now? I'm in the office by 7 a.m. and working late every night. Not to mention travelling coast-to-coast on regular basis. As a result, my diet and exercise has taken a back seat.

I love what I do and want Sportgenic to succeed so badly that I just can't say "no" to clients and prospects. But in this crazy process of building a company, I've lost my balance. I've discovered that it's really hard to stay the course, in terms of regular exercise. But that's really just an excuse. We all have choices to make, and staying balanced is one that falls squarely on my shoulders.

Yesteday, I worked out for the first time in months. It was awful. And painful, both physically and psychologically. I'm talking about a guy who used to participate in Ironman events, could run a marathon with nary of huff or puff. And now?

Oftentimes, we forget how hard we worked in the past and, more important, how fast we can lose it. It's no secret that diet and exercise are key to a healthy, active lifestyle. Yet I've lost focus. It's time for me to get back on track. I know the benefits and rewards are huge. Plus, eating right and exercising is a great way to clear the head and stay sharp for my business endeavors.

My goal is not to compete in an Ironman event, but rather getting back into my old jeans. Well, okay, I admit...maybe Ironman!

Climbing the Rank(ing)s

When I started Sportgenic (formerly Active Athlete) two years ago, I had grandiose visions of success--like many other ambitious entrepreneurs. But frankly, I could not have predicted that, in such a short span, our company would evolve into one of the industry's major players.

Our press release today highlights the tremendous growth we've experienced the past 24 months. With more than 250 member Web sites and more than 20 million unique users, our network of online publishers is now listed by comScore as #7 in online sports media destinations, surpassing heavyweights such as ESPN.com and CBS Sports. (Click on the enclosed chart for comparative stats).

In my mind, there's no slowing us down. I want to thank every single Sportgenic employee for their "blood, sweat and tears" over the past several months, as well as our hundreds of business partners who work closely with us to create compelling, relevant content for sports enthusiasts of all types.