Colin's Corner

The Earth's Tipping Point Reached ?

As we rush around in our manic attempt to drive wealth and additional consumerism - it is worth taking a moment to ponder the impact we're having on our fragile earth. James Lovelock, at 86 and reaching the end of his life reckons that the current impact of global warming is going to cause the end of our current lifestyle.  He argues that our earth science systems are in serious problems - out of balance - and certainly recent evidence on the increasing rate of ice cap melt at least indicates we have a serious problem.

The Revenge of Gaia doesn’t represent any new thinking on the author’s part so much as a deepening pessimism about climate change and our reluctance to confront it.

Lovelock presents evidence that we may be approaching “tipping points”, when heating suddenly escalates because of feedback. At the current rate, global temperatures will rise by nearly three degrees in the next 50 years. At this point, the rainforests begin to die, releasing vast new amounts of carbon dioxide. Algae fail in the ocean and stop generating cooling clouds and absorbing carbon. The Greenland glacier goes into meltdown, releasing enough water to flood many of the world’s cities. Crop failures, human migrations, the emergence of “brutal war-lords” follow.

Enjoy it while you can @

The Revenge of Gaia - UK Sunday Times

Life on Earth, but for how much longer -  UK  Guardian

Online Brands

At International Data Group we focus on IT Technology – our goal, is to help connect buyers and sellers together within a trusted, authoritative, content rich environment. We help people make good buying decisions by providing advice all along the buying chain.  In addition we help users get the most out of their purchases.

Our brands are our core assets.  Trusted, unbiased editorial has built trust in our IT print brands over many years. But the online world is different – thanks to the power of networked communications users are turning at least as much to their peers for advice and guidance as to editors. The power of an active engaged community is enormous. So our attitude as publishers needs a major adjustment.

To retain and build trust in the online space our brands have to focus first and foremost on their users. Pushing content we think our users want is just not an option anymore. If we don’t provide the correct environments for user engagement and participation others will but if we walk the talk, we will successfully make the transition from strong print to strong defensible online content brands.

Our online sites must contain the right mix of content. This includes original differentiating content from our writers, vendors information, information databases and most importantly user generated content.

We must absolutely recognize and tap into the knowledge base that exists within our communities. We need to build active and engaged communities that are attractive to advertisers.

There has to be emotional involvement with online brands in a similar way people feel emotionally attached to newspaper and magazine. Successful brands have “sex appeal”. Publishers have to find a way to make their online sites sexy.

But unlike the print world where the content was under the control of the editors in chief – now selection of content has to be managed by an individual who really understands the needs of the community each brand serves.