the tweney review

Pre-rolls — the short 10-15 second commercials that some video sites often make you watch before you get to the actual content you want to watch — are a bad idea. Here’s why: When you’re flipping the channels on the TV and you come to a channel with a commercial, do you stop and wait for it to play out, just so you can see what’s coming next? No, if you’re like the vast majority of people I’ve ever watched TV with, you keep flipping.

Now imagine you’ve just clicked on a video link. The first thing you see is an ad. NEXT.

I don’t have statistics on this but I’d bet video sites with prerolls lose an enormous number of viewers in those first 10 or 15 seconds — even if you’re clever enough, like Cnet TV, to include a countdown timer so people at least know how long they have to remain in purgatory. (Disclosure: The magazine I work for, PC Magazine, uses prerolls in its online videos.)

Much more clever is a short advertisement at the end of the video (aka a “post-roll”). You can even make this, as Revver does, a highly unobtrusive still image or a simple flash animation. That way you get people in a happy state, after they’ve just watched your funny 2-minute video, and at the very least you’re not pissing them off or making them wait.

Nevertheless, I predict that pre-rolls will not go away. In fact, they’ll abound on video sites for years to come, and you’ll probably see even more of them in 2007, for the same reason that popups and pop-unders still haven’t gone away: They sell.

Are you a child of the stars? Apparently I’ve got some ancestral roots in the Pleiades. The Starseed Quiz

Banjo!

Banker “doesn’t quite get the concept of serving customers first, and worrying about revenues later” — and for this Craigslist is called a communist operation? What has capitalism come to? Craigslist Meets the Capitalists

Last week EBay’s Skype announced a new “unlimited calling” plan. Starting in January, the company will charge $30 for a year of unlimited SkypeOut calls to any phone numbers in the U.S. and Canada. (They’re offering an introductory rate of $15 if you sign up before the end of January.)

This brings an end to about 8 months of free SkypeOut calling to all numbers in North America, and it’s not a surprise — since last May, Skype has said that these calls would only be free through the end of 2006. So no one should be shocked that Skype is starting to charge again.

Users don’t have to pony up the $30 upfront either, since it appears that pay-as-you-go SkypeOut rates, which charge users by the minute, will still be available for calls to the U.S. and internationally.

But Skype’s move is still very risky. Traditionally, letting customers get used to a free service and then suddenly charging them to access it is a losing maneuver. Britannica killed its customer base in 2001 by shutting off free access, Napster users deserted the service in droves when it switched to a paid model in 2001, and more recently Textamerica came in for withering criticism when it switched to a paid model earlier this year.

Even though Skype has said all along that free calls to North America were a temporary thing, you can bet that many users have forgotten that. These users, when they suddenly find they can’t call Mom in Ohio or Grandma in Toronto, are going to look for alternatives before they pony up $30 or even $15. That spells a big opportunity for competitive Internet phone services, from Yahoo Voice to Jajah to MSN Messenger: Offer free calls to landlines starting in January, and then scoop up the customers as they flee from Skype.

Skype can cover some of the risk by keeping the pay-by-the-minute scheme in place. Many users already have some SkypeOut credit stored up. If they don’t, the minimum purchase for credit is just $10. So even if paying by the minute is ultimately less economical than the unlimited plan, the perceived risk is much lower, and this may encourage people to stick with Skype.

Still, the overall impression is that Skype is going from free to paid. That perception could wind up being very costly.

In which I make a fool out of myself by pretending to be a headbanger.

PCMagCast Tech Tips Video: Sync Your iPod with Outlook

More PCMagcast videos

“I was a teenage angle trisector.” Mathematical memoir and a surprisingly readable discussion of what it means to prove something: American Scientist Online - Foolproof

I’m amused by this author “bio” on Harpers.org, which was clearly created by a computer geek in love with taxonomic classifications:

This is Ford, Paul, an author and a human being. He is part of Authors, which is part of Human Beings, which is part of Connections, which is part of Harpers.org.

Reading it, I was surprised to discover that human beings are part of “Connections,” whatever that is, which in turn is a subcategory of Harpers.org. I consider myself to be a human being, which I suppose means then that I, too, am subsumed in the plentitude of Harpers.org — clearly some very high order of metaphysical being.

Ford, Paul (Harpers.org)

BTW, it appears that “Ford, Paul” of Harpers.org is the same as “Paul Ford” of Ftrain.com, a site that has long puzzled and fascinated me for its mix of eloquent, lyrical writing and a kind of in-media-res intimacy that gives all of its posts a weird decontextualized bizarreness. I wonder if that taxonomy is one of Paul Ford’s little jokes.

Ah, sweet, sweet schadenfreude. My only regret is that Ken Lay died before he got what was coming to him: CEOs in the Slammer

Lesser known editing marks: Geist: Comix (via India, Ink)