Categories: Articles

Slivercasting Becomes The New Long Tail

I was having lunch last week with Cory Treffiletti at the InfoPresse Internet Day, and he asked me if I had seen the article in The New York Times on “slivercasting?” I had never even heard of the term slivercasting, so I quickly got my thumbs in action on the ole’ Blackberry for future inspection.
I started to Google the term “slivercasting” and came across the article Cory was talking about – Tuning In To The Potential Of Slivercasting (it’s the same article, but from the International Herald Tribune) – and it sort of made me chuckle.
Andy Steward is an avid sailboat racer and he wasn’t getting his fix of it on regular TV, so he started his own web-based channel on the topic. Enter Sail.tv and a new term: slivercasting.
Slivercasting – the philosophy of The Long Tail mixed with the creation of a new online video channel that is for a specific niche and audience.
With the ability to view it off the web, downloaded to your computer, your video iPod or even your Sony PSP, we’re all becoming a mobile, time-shifting, video-on-demand world that no longer fits the model set forward by traditional broadcast companies.
Why this matters to marketers?
If you want to speak to people who are into sailboat racing, where would you advertise, sponsor or run a contest? People love pay-per-click search engine marketing because they are targeting potential customers who are looking for their products or services. Well, slivercasting now cracks that Da Vinci code beyond search and back into the world of broadcasting.
I’m not sure if the term slivercasting will take. I constantly pray for the death of the word “Blog.” We’re getting there folks. Hang tight. Soon enough this will be all about publishing – fast, often and targeted.
What a wonderful marketing world it will be.
You can also read what Joseph Jaffe thinks about slivercasting here: Do you need a SLVR to Slivercast?
Here is the full article: Tuning In To The Potential Of Slivercasting – The International Herald Tribune.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.