I managed to get much done with M&G and have the utmost confidence that they are on a path to absolutely fantastic things under new leadership. A new GM has taken on Matt’s role, Jason Norwood-Young has taken on Vince’s role and I can almost certainly say that M&G is heading down one helluva great path and we are all in for some interesting times.

Moving on to Zoopy.

I have taken up the position of Gauteng GM for Zoopy. The decision to move to Zoopy was a tough one because it meant that I was leaving a company and brand like Mail & Guardian Online. But Zoopy presented me with some very enticing ideas, goals and movements for the next 12 months or so. The plans are innovative, interesting and like nothing being done in the online market in SA at this point in time. I couldn’t say no to a chance like this.

Basically I am going to be setting up Zoopy in JHB for now. That means staff, offices, equipment and most importantly relationships with anyone who thinks they can offer something of value to our vision.

That’s all I’m going to say for now as it has been a long day and I have yet to step in to my first meeting here in Cape Town. Bring them on.

For those of you attending the 27 Dinner in CT this week, I’ll see you there and look forward to meeting many of you for the first time in real life, really!

Those who are mentioned “seem to not care” but care enough to blog about themselves being blogged about. I have been mentioned a fair amount and I am now partaking in my own condemnation (oh the irony). I am blogging about blogs by bloggers on blogging and bloggers and who’s the bestest of the best and whose daddy is bigger than whose mommy and who has the nicest fanciest shmanciest housiest home or rather, blog, and who is more influential than who and how often they influence those that influence others.

Can I just chime in here and say that I actually think it’s a load of rubbish. In spite of my participation in Mandy’s “Top Ten bloggers” post over at MoneyWeb I honestly think it’s irrelevant. Mandy asked on twitter yesterday: “Who has more influece?” and listed three bloggers for others to compare. Link. Bait. It’s link baiting. Not journalism. It’s irrelevant in my opinion (and only in my opinion). What does matter is that its time we refocus our energy on relevant content for the every day reader. Not the bloggers who blog about blogging.

Has content become so drab and non existent that we have turned to each other, looked one another in the blog and decided that we are the only content relevant enough to blog about? Are you kidding me?

I reiterate that I grasp the fact that I am doing the same thing right now that I am condemning, do not point it out in the comments, I get it, I know that I am doing it but occasionally it is unavoidable.

What I am getting at is that people like to stir the pot, we like to back rub, we like to have our backs rubbed, we all do and we all know it, we just can’t help ourselves. It’s the old adage that people like to see themselves on TV, look at America’s Funniest Home Videos. That show has never gone away and it’s because there are regular people focusing on people like themselves. That doesn’t make it good content though. It just makes it long-lasting.

Maybe it’s time I shift my focus to writing for readers, not bloggers. Writing for people and writing about things that people like to read. In my opinion readers don’t like to read about bloggers blogging about blogs and other bloggers egos and ranks and pages and pageranks and technorati and lists and links… see I’m bored already.

I’ve chatted to Vincent about this and he seemed underwhelmed by the entire concept.

I have a different perspective. I am quote excited about the comparative search terms and vague unique visitors per month.

From what I can gather, the basic premise is that you can compare what users are searching for and visiting with one website as the focus.

The graph below is a comparison of four news websites in South Africa. News24.com, IOL, Mail & Guardian Online and The Times Online.

click to enlarge

Using the above graph as an example, Mail & Guardian Online is the focus of the graph and data you are able to see the graph, regions, also visited and also searched for. The key to these comparative graphs is the colours. Note the colours carefully and pay attention because they are important.

Mail & Guardian Online is clearly blue and the little button says that the statistics are ranked by/according to Mail & Guardian Online.

I can see that people who visited Mail and Guardian Online also visited The Times, searched for vuyo mokoena and South African newspapers.

I think this is useful information.

What can you do with information like this? It’s habitual I think. You can know what your target audiences habits might be. I say might be because there are never any certainties. But we can know with a greater sense of surety (read confusion) than previously. This means targeting. Targeted advertising, targeted content, themes, links, relevance.

To me, this is potentially more important than knowing what your users are clicking on in your own site. Why? Because things are different and evolving online, especially in the online news media market. Mail & Guardian Online have implemented a system of cross referencing and external linking. These links directly provide our potential opposition websites with links taking users out of the Mail & Guardian Online in to a different news organisations website. Now if we know which opposition our users prefer, how frequently they visit and what search terms took them in to or out of our websites and our oppositions then the chance exists that the word “opposition” is being used unnecessarily.

It could be possible down the line that news is customised by the organisations, users, competitors, advertisers and anyone else in such a way that the flow of information suits each individual in a broader context.

Visit Mail & Guardian Online now to have a look at the advert.

I am in two minds. Initially I hated the concept, but then, it’s not so bad really. It’s effective, interesting and different. Plus it can be closed at any moment if you can find the relevant button.

The simple, short and sweet reason for this is that we have relocated Amatomu to Afrihost as our host of choice. Gian was quick to jump at the chance to host the site and saw it as a challenge. He’s probably right. His team have been helpful with the move but it has taken slightly longer than expected.

Some sites may be experiencing slow loading of their templates. Removing the tracking code might or might not be a quick fix for the problem but issues from our side will be resolved soon and then you’ll simply have to place the code back in to your template.

On my first day working with Matt and Vince I was thrown in to the deep end and tasked with setting up Sports Leader. At that point I didn’t know my arse from my elbow let alone how to call up top sports personalities, intellectuals and commentators and ask them to join a platform that hadn’t even launched yet. It was tough. I got bat. The success rate is very low on cold calling the sporting elite let me tell you.

I made many phone calls and sent out many emails. Eventually it started to pay off. I managed to get hold of some fantastic sports people and through the help of Mr Trapido we have some fantastic rugby names on the site. There are more to come, many of whom you will know, recognise and want to hear from but more on that in another post. We have tried to be as diverse as possible when it comes to the sports that are represented on Sports Leader, the big ones obviously being Soccer (Football), Rugby and Cricket. However we are proud to say that we have many alternative and extreme sports appearing on Sports Leader.

Within two weeks (or just under) we managed to sign up close on 30 sporting personalities and fans.

Speaking of fans I feel I need to mention that there are some fans contributing to Sports Leader. This was a very calculated move on our behalf. No one owns sports, not even the sports people and no one can ever claim to. The people who have the strongest opinions and often suffer and celebrate more than their teams are the fans. How can you have a sporting platform without having the fans on board? You can’t and we don’t. What we have done is create an interesting juxtaposition of fanatical opinion from armchair commentators and practical insight from industry players and professionals, an important balance when it comes to sport.

So with this blog post I mark the completion of my first project at Mail & Guardian Online.

Today is my last day working at Financial Mail and I can now announce that I am starting a new job at M&G Online on the 19th of May.

My official job title is business manager: mobile and recruitment. But I am sure that more regarding my actual day to day activities will come out as soon as I move in and get involved in the team.

Working with Matt and Vince is definitely going to be one of the great things about my new position. The job is innovative and in a market that is about to burst and is still fairly unconquered in the media sphere.

Obviously moving in to a new market and media house is a big leap for me and one that I am cautiously approaching (with some level of excitement). There are some nerves which should be expected but overall I can’t wait to sink my teeth in to the challenge.

Financial Mail was a phenomenal place to work and to gain some extremely valuable knowledge and experience. The people were sterling and I learned more than I thought I could in a year. But for my career, my brand and the moves I’m trying to make in the industry this is definitely the right move for me at the perfect time.

Things are hotting up in SA, the market is about to explode and I am itching to bury myself in it.