Reading „join the conversation“

As I twittered already: I received Joseph Jaffes new book „join the conversation“ today. Much faster than I thought it would take amazon to deliver it. I have already started reading it and sofar it’s good!

Joe utilized all the means of new marketing (conversational marketing!) to produce and promote the book: Bloggers were helping to design the cover, within a wiki everybody could help write chapter 10 (there seems to be a system – chapter 10 was also the „odd one out“ in his last book the chapter being downloadable as an audio file from his website).

There is also a blog for the book, And in true conversational effort, everyone can be an author in this blog (let’s hope that doesn’t become too messy).

Last week Joe managed an amazing coup of „bumrushing“ the amazon charts by asking all his blog readers, podcast listeners and facebook friends to join the „bumrush the charts“ event on facebook.

This basically meant for everyone to buy the book on one single day, so that the collective effort would push the book up the charts at (This is also why I bought the book last Sunday – I was going to get it anyway, so why not take part in that exercise.)

The last result I could see: #2 in business books (behind Alan Greenspan) and #26 overall. Pretty impressive! It dropped down again to lower ranks in the meantime, as one would have expected with a fairly new title, but let’s see where it will get to over time.

Rocketboom’s ad price: $80K a week

Frank Barnako writes about the new prices for advertising on Rocketboom:

Baron said he’s just done a deal worth $80,000 for a week of commercials in his videoblog. Claiming a daily audience of some 300,000 people, Baron could be getting more than a $55 CPM for his ads. You could get a discount, though. He’ll sell you a week of spots for $60,000 – if he likes the commercial content. „

Baron is in the comfortable position to have a videocast with a very high frequency of viewers, yet being under no pressure whatsoever due to lack of relevant competition…

„I’m only going to work with advertisers I want to work with,“ Baron said, „and I’m only going to run ads I like.“

I don’t think he can sustain that position. He has a first mover advantage, but soon enough that will be effectively challenged by all those ambitious video-geeks reading about the money Baron is making. And there will always be some that are successful.

But then again, I do think he can make money by selling exclusive content for a subscription. That is the story of the DVD business. Package your show with exclusive background material and people will pay for it. At least until the first people will start offering this exclusive material for free, all paid for by a sponsor, for example.

Hey, he’s making $4.000 a month on T-Shirts that are advertised badly. There must be something about his target audience, paying for these things…