links for 2009-04-23

by Brian Reich | 23 Apr 2009, 3:02pm

• How Network TV Will Reinvent Itself (Business Week)
  "For decades network TV has been about reach. Programmers traditionally chose shows with broad appeal, the better to get millions of viewers and, in turn, persuade national advertisers to buy those eyeballs. That era is essentially over and the networks are scrambling to adapt to a fragmented landscape where even popular shows are lucky to pull in 10 million viewers. "They have to rethink what they put on the air, how many hours they'll do it, everything in their playbook," says a former top executive who now produces TV shows." Yes!
• Hello, Washington Post: Dolllars Per Facebook Donor Is Not the Right Metric for Success (Beth Kanter)
  A great roundup by Beth Kanter about how nonprofits can/should be using social media to advance their efforts and how the Washington Post, in its coverage of Facebook Causes, totally missed the real story.
• This Earth Day, educate one another (Politico)
  Rep Mike Honda is on message as far as I am concerned: "This Earth Day, then, must feature more than feel-good tree plantings and trash pickups. It must be a day on which we commit to educating one another about the future of our planet. And no message must go unvoiced. Climate change is an environmental issue, a religious issue, a security issue, an economics issue and a humanitarian issue."
• How Google and P&G Approach New Customers, New Markets (Harvard Business)
  "Leading companies such as Procter & Gamble and Google have realized that the more clearly you understand your customer or partner, and their context(s), the more likely you will be able to offer the right solutions, build the right business models and win through global expansion." Duh.

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