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<p><!-- Make sure you modify the 4Cast title in this section -->
<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #296: A new look
for the Web?</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">August 22nd, 2012</span></p>
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<p style="text-align: justify;font-size: 16px;
font-family: arial; line-height: 110%;"><img
class="alignleft wp-image-2988"
style="margin-right: 4px;" title="no ad"
src="cid:part4.03020004.07020008@oplin.org"
alt="" width="120" height="100">Something
interesting is happening right now on the
Internet. There is a crop of new websites that
don't look at all like traditional websites - they
look more like apps. Pinterest may be the best
known example, but the basic idea is the same in
all cases; these sites place a lot of emphasis on
the visual aspects of the site, and words may be
almost secondary. That means they shun the
traditional way for websites to make money -
display ads - because a display ad gives someone
else graphic control over a chunk of your page,
which ruins a site that emphasizes a visual
"language." So will this "anti-ad" approach work?
And will it really drive a change in the way the
Web looks?
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.buzzfeed.com/jwherrman/welcome-to-the-new-internet-heres-what-it-looks">Welcome
to the new Internet: simple design, short
names, no ads</a> (BuzzFeed/John Herrman)
"Most notably, perhaps, they're free of ads.
This isn't at all unusual for a launch product;
most of the major sites we use today, such as
Facebook and Twitter, started without ads. But
these sites seem intrinsically and even
philosophically opposed to advertising. Where
would an ad go on Svtble? Medium? Branch?"</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://venturebeat.com/2012/08/12/future-of-native-ads/">Investors,
startups: Here's what you need to know about
native ads</a> (VentureBeat/Dan Greenberg)
"The next generation of Internet elite are
bypassing the display ad slog altogether and
creating ad products that enable brands to
engage natively with their audiences. And as
they're going out and raising money, the
startups that can articulate a roadmap for
building a native monetization model through ad
products that fit uniquely within their sites
will find a much more receptive audience ...
because the value of native monetization hasn't
been lost on the venture community."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.theawl.com/2012/08/the-pretty-new-web-and-the-future-of-native-advertising">The
pretty new Web and the future of "native"
advertising</a> (The Awl/Choire Sicha) "What
'native' means is: it's not in an ad box. All
'native' means is that advertisers are now
getting to come closer to presenting advertising
that is less distinguishable from what they like
to call 'content,' AKA the stuff people make
that people go to 'apps' and 'sites' to see."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://dashes.com/anil/2012/08/stop-publishing-web-pages.html">Stop
publishing Web pages</a> (Dashes/Anil Dash)
"The vast majority of advertising online is
dependent on a page-view model that users have
overwhelmingly decided to abandon. Facebook,
Twitter, Tumblr and others will succeed by
making in-stream advertisements that fit in with
the native content of their networks. Meanwhile,
page-based sites are cramming every corner and
bit of white space on their sites with ads that
only ever decrease in effectiveness until they
are made even larger and more intrusive every
few years."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Web
page design fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">As our
colleague Laura Solomon has <a
href="http://oplin.org/sites/default/files/Issue10.pdf">recently
pointed out</a> [pdf, page 3], libraries need to
be aware of people's increasing "blindness" to
display ads as they decide where to place content
on their Web pages.
</div>
<div style="text-align: left;"> </div>
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