TypePad Getting More Social with Vox Integration, SixApart CEO Chris Alden

By on 06/10/2009 6:42 AM @beet_tv

TypePad, the popular blog platform owned by San Francisco-based SixApart, has become integrated with VOX, allowing TypePad users easier interface with Twitter, Facebook, and other social media.

At D: All Things Digital, the tech conference sponsored by the Wall Street Journal in California last month, we interviewed Chris Alden, the CEO of SixApart.  The company owns Vox, TypePad, and Movable Type.

He said the migration of big blog-based publishers like the Huffington Post (which uses Movable Type) and other traditional publishers to a blogging CMS has been very positive for the company's growth.

Beet.TV has used TypePad since the beginning and works quite well for us. Chris speaks about the value of the blog platform to publish video.  Amen.

SixApart has has made several announcements recently, including the addition of a WordPress plug-in.

Andy Plesser, Executive Producer 

Video Transcript

Chris Alden:  Last year we did a whole bunch of work putting TypePad on a whole new platform. It's basically the platform that we invented when, when we created Vox and now we brought TypePad to that platform. And that makes it a inherently much more social and dynamic platform and those migrations happened last year. What we're doing this year is changing the user interface to take advantage of some of those capabilities and really thinking about how we can (A) improve sort of the classical blogging, the things that you're doing, make it easier to compose and design your blog, but (B) also connect to allow these great community services out there Facebook, Twitter, and all the rest.

Andy Plesser:  And video blogging is sort of picking up but where do you see it going and are people, are videographers using blogging effectively, or what are the opportunities do you think?

Chris Alden:  I think opportunity for video blogging is great. I mean you know Ze Frank was one of the earlier you know video bloggers, blogged on our platform. There's a whole bunch, you know, being being started virtually every day. I'm a big fan of it and hopefully the tools are getting better and better and better. There's lot of great other enabling technologies that make video publishing easier and easier. And I think there's going to be a lot of money there. I mean there's a lot of money in video advertising offline, you know on television, of course, and I think you're gonna see that start to come as advertisers figure out how to do effective advertising against online video content. Obviously YouTube has moved things dramatically in that direction. So I think the future's very bright for the video blogger. My sister's a video blogger at whateverhollywood.com and I'm a big fan of it and we obviously want to do everything we can to support it.
Is blogging plateauing? Absolutely not. We see blogging growing on all aspects and it's also growing in the way that it's being used. On the microblogging area, obviously you see the fantastic success of Twitter. In some sense a lot of social networking is becoming more blogging-like. On the other end of the spectrum when you asked about publishers. We absolutely see them depending on blogging as a bigger and bigger staple of what they offer and we also see them depending on blogging tools such as movable type for their content management systems. A lot of publishers realize that, you know, in the past where they would have they're sort of blog sites on the side in the rest the sites, you know, over here, they're looking for now integrated unified solutions. So that they can bring this kind of blog, dynamic commenting, and social communities to their entire sites, and I think it's going to be a big part of what publishing is both on the professional level all the way down to the amateur level.

Recent Videos
Programmatic Is Changing The Media Landscape: TubeMogul’s Reid

COLOGNE — So-called “programmatic” technologies for automating, planning, targeting and executing online advertising buys have revolutionised the online display ad sector – now they are making in-roads in to video. “Programmatic is changing the media landscape,” according ...

Customer Experience Comes Before Ad Monetization For Belgium’s Proximus

COLOGNE — Many operators out there are busy launching initiatives to super-target digital TV viewers. But, when you’re a telco with paying subscribers, you’d better be sure you don’t do anything that annoys your paying customers, says a Belgian quad-play provider. “As a telco, ...

Belgium’s Medialaan Gears Up For Dynamic Ad Insertion

COLOGNE — Medialaan, the commercial media operator serving the Flemish-speaking Flanders region of Belgium, began making full shows available online last year. Now it is gearing up to better-monetize its full-show assets with online advertising. “It’s been better than we expected,” ...

Biggest Ad Challenge Is ‘Invalid Traffic’: comScore’s Trigg

COLOGNE — As an acronym, it doesn’t seem to make any sense. But “IVT” (that’s “invalid traffic”) is now the new industry jargon for what had been called “non-human traffic”, the scourge of online ads being triggered to defraud advertisers using fake ...

Sky Aims To Capitalize On German Online Soccer Demand: Meininger

COLOGNE — Soccer is big in Germany – and that means soccer is watched a lot, not just on traditional TV but also on new online TV services. That’s what the satellite and telco operator Sky Deutschland is discovering in its multi-platform online viewing service brand, Sky Go. “If you ...

Gabe Greenberg, GABBCON
Greenberg’s GABBCON Aims To Demystify Programmatic TV

COLOGNE — This summer, Gabe Greenberg left his post as general manager of advanced and programmatic television at The Trade Desk to launch a conference about programmatic TV advertising. Dubbed GABBCON (the Global Audience Based Buying Conference), the new LA-based enterprise is more than an ...

Bill Wise, Mediaocean 1
comScore + Retrak Merger “Nice,” But Won’t Replace Nielsen, Mediaocean’s Bill...

The news last week about the acquisition of Rentrak by comScore has been hailed by some as the emergence of a new competitor to Nielsen in the TV ratings space.  For Bill Wise, CEO of  TV media buying platform Mediacean, competition is a good thing, and while the newly combined forces will keep Nielsen ...

Virool is Using Facial Recognition for Ad Targeting

Virool, the video adtech platform that provides publishers with a means to monetize video advertising outside of the traditional video player and into the content stream, is analyzing the facial expressions of consumers to measure reactions to specific video ads, explains CEO Alex Debelov, in this ...

Netherlands Leads Europe For Programmatic Video: IHS Study

COLOGNE — When it comes to technology adoption, conventional wisdom goes that the UK, France and Germany – in that order – tend to take on new practices ahead of the continent’s pack. But that belief has been up-ended by an IHS research report which shows another country leads the ...

The Growth of Addressable Television will Be Powered by Media Agencies, GroupM’s Gotlieb

Addressable TV, the sending of TV ads to specific cable or satellite boxes, is developing but its growth is limited by supply.   MSO’s including AT&T DirecTV, Cablevision and others offer only two-minutes per hour. But that is going to change. It will be driven by media agencies who will buy ...

Mike McAvoy, The Onion
Native Advertising Powering Profitability for The Onion…along with Donald Trump

COLOGNE –  Native or custom advertising units, is powering profitability for the Chicago-based satirical publisher The Onion, says CEO Mike McAvoy, in this interview with Beet.TV at DMEXCO last month. Big marketers including Ford are on board  with custom campaigns.  The business of display does ...

Armel Bursaux, SMG
Starcom MediaVest is Powering Clients with Expanding DMP Solution

COLOGNE –  Putting the power of data management into the hands of its clients, is the primary genesis of the Publicis’ DMP offering, explains Armel Bursaux, Data and Analytics Director of Starcom MediaVest, in this interview with Beet.TV last month at DMEXCO. SMG parent Publicis announced its ...