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Category: Ken Schafer

Why I Sold One Degree

After 1430 posts, 1351 comments, and 40 plus contributors it’s time for me to say good-bye to the site I founded a bit over two years ago. Here are some parting thoughts and the inside scoop on what’s happening with One Degree…


Five Questions for Jack Denneboom – Adbargains

Jack_denneboom_portrait Jack Denneboom, president and founder of Adbargains, is an experienced marketing executive and entrepreneur.
Prior to establishing his own businesses in 1988, Jack spent ten years at Union Carbide where he developed and globally introduced the Linde branding program. When Linde changed its name to Praxair in 1996, the Linde name was sold for US $60 million, demonstrating that brand equity means exactly that.
Now Jack is the president and founder of Adbargains, and online seller of offline media.  Below are our Five Questions, and Jack’s answers.

One Degree: What was the original inspiration for Adbargains?

In 2000, I was doing marketing consulting for a dot com start-up that was wildly successful. With that experience on top of my marketing background, the idea evolved. The writing was on the wall with respect to the internet being used for as highly time-consuming, inefficient process as media planning and buying.

One Degree: How willing are people to buy offline media online?

Early indications are, very. People are now buying travel, cars and just about everything else online and the fear is long gone. People enjoy that they can quickly put an advertising plan together. And then effortlessly request pricing from a number of suppliers with just a few clicks. is just ‘Expedia for media’. Communications via email, fax and phone used to take weeks in order to provide a buyer with sufficient information to actually place a media buy. Now an advertiser can in minutes price a variety of scenarios with differing costs, timing and creative specs for as many newspapers and radio stations as they wish.

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QotD – What Are Your Fave SEM-SEO Resources?

It’s time to show and tell. You’ve got those amazing “must read” SEO/SEM sites bookmarked and now is the time to share!


Help Me Make Marketing Matter For Little Guys

I see this kind of confusion and concern in small business owners ALL the time. They can find lots of pundits punditing (guilty) but where do they turn for the basics? How do they know they’re not being ripped off? How do they determine value? It’s time for you to step up and help these folks out!


Bell Takes Bat and Runs Home – says “Na-na-na-na-boo-boo”

Seems like there’s a battle royale brewing between Bell Canada and Digital Home Canada – one of (if not the)  online resource for those interested in digital entertainment in Canada.

A few weeks ago Digital Home ran a post called New ExpressVu HD Receivers Expected By July that was a bit of a scoop for them. It included detailed information from internal Bell communications.

In a March bulletin, Bell informed its dealers that it would be introducing brand new ‘MPEG4’ receivers in July 2007. Dish Network currently has several HD receivers that can decode MPEG4 for sale in the U.S. including the VIP 211 and the VIP611.
It is our belief the new ExpressVu receivers will be re-branded DISH VIP211 and VIP611 receivers. Digital Home will post further details and pricing information when ExpressVu formally announces the new receivers. In the interim here is a brief overview of the Echostar receivers.

Bell threatened to pull all advertising from the site if owner Hugh Thompson did not remove the article.  Thompson refused saying it was accurate reportage and the next day Bell pulled their ads.

Yesterday, I was contacted by a press relations representative from Bell Canada and was informed that Bell Canada “might” pull its advertising from Digital Home Canada if the article was not removed from the Digital Home site.
The PR representative explained the request came from Pat Button, the Vice President of Marketing at ExpressVu. The representative said Mr. Button had seen the article and demanded it be taken down from the site because it was having a negative impact on dealer sales. The representative also said that it was impossible for Bell to be releasing new HD receivers this year because a Request for Proposal (RFP) for the receivers had not even been issued by ExpressVu.
These comments were in direct contrast with information that I had received from multiple ExpressVu dealers which I shared with Bell and asked them comment on.

What makes this more than another marketing exec getting his hair mussed up by a leaked announcement is the fact that the site in question is an online forum that is primarily driven by reader generated content.  Repeat after me folks – online communities are NOT a good bunch to pick a fight with.