At posting, there is no transcript at the moment, but here’s a link to the story: http:\/\/www.onthemedia.org\/transcripts\/2010\/11\/26\/04<\/a><\/em><\/p>\n

Whether it was a gimmick and a proof of Twitter advertising concept, you have to admit it is a bit of a success… well, compared to the crappiness of Internet advertising, which you know is, well, crap.<\/p>\n

Two questions come to mind:<\/p>\n

1. Whose idea at WaPo was this?<\/p>\n

2. What were the factors in this scenario that made for a “success?”<\/p>\n

If you know the answer to Q1, let me know. And what’s your theory on Q2?<\/p>\n","protected":false},"excerpt":{"rendered":"

In a recent interview with On The Media, Twitter co-founder Evan Williams mentioned that The Washington Post’s purchase of the trend \u2018election’ yielded a “9 percent engagement rate.” Host Bob Garfield added context to the result by saying “the click through rate on a display ad across the Internet is substantially less than 1 percent.” […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,11,26],"tags":[251,252,101],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/blog.webjournalist.org\/wp-json\/wp\/v2\/posts\/1115"}],"collection":[{"href":"https:\/\/blog.webjournalist.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.webjournalist.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.webjournalist.org\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.webjournalist.org\/wp-json\/wp\/v2\/comments?post=1115"}],"version-history":[{"count":0,"href":"https:\/\/blog.webjournalist.org\/wp-json\/wp\/v2\/posts\/1115\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.webjournalist.org\/wp-json\/wp\/v2\/media?parent=1115"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.webjournalist.org\/wp-json\/wp\/v2\/categories?post=1115"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.webjournalist.org\/wp-json\/wp\/v2\/tags?post=1115"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}