Bluesky is considering ads; here’s why that might not be a bad thing
🔢 Please join me in savoring the happy numerical roundness of today’s date: 12 + 12 = 24
Issue #227: business models, academic writing, and planning for good sleep
Let’s talk about business models on the internet for a second, shall we?
You might be thinking “dear god, please not that” because the phrase “business model” doesn’t exactly fill the synapses with joy. But so much depends upon a business model, and for the vast majority of internet businesses, there are just two models: Sell things (this can include subscriptions) or sell ads. Many successful companies mix both.
I’m following a thread here that we picked up last in issue #223, discussing the future of social media. Bluesky, one of the fastest growing internet companies out there, doesn’t have a business model yet, but is going to need one soon. They’ve announced they’re starting with subscriptions, but their CEO hasn’t ruled out advertising.
That’s a good thing, as John Battelle argues, depending on what they mean by “advertising.” The biggest internet companies — Google, Meta, Amazon, Apple — are also ad companies with a very specific approach, one that’s given rise to surveillance capitalism and enshittification. And while subscription models are extremely powerful for many businesses (shoutout to the million-plus Medium members who make this company and a better internet possible!), they’re not right for all businesses just on their own. The upside when advertisers, consumers, and companies are aligned can be huge (see every top media company, from Disney to Netflix) though often it’s the consumers who end up getting squeezed out.
To remedy that, Battelle lays out some concrete suggestions for what Bluesky might do:
- Learn from what has (and hasn’t) worked in the past. Put simply, don’t create ads that annoy or confuse people. Ask your users and potential advertisers what they want, and what can work in your context, and study past platforms (e.g., Google AdWords, Twitter Amplify, etc).
- Lean into openness: Center developers and keep the data free.
- Don’t get greedy: Ignore the temptation of massive capital and instead build patiently and sustainably.
What’s interesting about this isn’t just what Bluesky might do (though I’m interested to see that), but what might happen if they do and are successful. Could this usher in a new era of very different advertising online?
✍️ A few short sentences about some great recent stories
- If you’re an academic, finding venues beyond peer reviewed journals to share your research isn’t just good for your own career. It can help attract funding, recruit talent, and help you mentor your students. (Silvia PM, PhD)
- This is reassuring, and I think right: A game expert explains why AI just isn’t good at certain types of puzzles and games. It’s good at prediction, but weak at the associations you must be able to make to succeed at a game like Connections or the crossword. (Sam Liberty)
- TIL: The traditional French Christmas cake, the Bûche de Noël, was inspired by earlier pagan rituals of keeping a log burning during the winter solstice. (Linda Lum)
✨ Your daily dose of practical wisdom on getting good sleep
For better sleep, some slightly counterintuitive advice: Start prepping for sleep from the moment you get up — get outside, get exercise, address your anxiety.
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Edited and produced by Harris Sockel & Carly Rose Gillis
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