Real time comments will piss off pro bloggers (at first)

Last week I sat down with Disqus CEO, Daniel Ha. Here’s that video where he explains the new real-time features (among others) that were just turned on this morning. Including on this blog. This means you can comment and “chat” with other commenters without reloading the page.

A couple of weeks ago I sat down with Disqus competitor, JS-Kit, and got their view of real-time comments. We were the first site to use their real-time commenting feature, named Echo.

But now it’s clear that there’s a rift coming. See, these features keep you from refreshing the page to participate in comments. That will dramatically reduce the page views, which will reduce the amount they collect from advertisers (I don’t have those problems, cause I don’t have advertising like that on my site).

The thing is, over on building43 we saw engagement increase dramatically. On that post we saw a 10x increase in time spent on page. Overall we’ve seen the time spent on page increase about 3x.

Which shows we need a new way to get paid for advertising. No longer is refreshing the page important. That’s the old way of paying for advertising. The new way? How much engagement you have on the page.

The problem is that the advertisers won’t figure this out for some time. New companies, like Seattle’s Adometry, are coming that will help them figure this out (more later this week when I get a video up from them).

Anyway, it will be interesting to see which publishers choose not to turn on these real-time features. That will tell me who has business models to protect.

About Robert Scoble

As Startup Liaison for Rackspace, the Open Cloud Computing Company, I travel the world with Rocky Barbanica looking for what's happening on the bleeding edge of technology and report that here.

77 thoughts on “Real time comments will piss off pro bloggers (at first)

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  4. Disqus comments system is very convenient, I think it will be become the first comments system in the netwaork, more good than others…:) do you think it ,Scobleizer ??

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  6. Actually Windows live messenger use this technology. ButIt is a program. I didn't know how work on web pages.
    I have a question.
    Is it a plugin or a script?

  7. Technogran, there are a number of “push button” WordPress hosts out there, which makes things easy.

    Whether Disqus would be your best choice for a commenting system is another thing. I use Disqus, and there is one or two things which erk me about it.

  8. Well, isn't it more about who clicks on the ad and goes to that ad placer's page, not how many times the page gets refreshed? It's the clickthrough, no? I'm not getting this.

  9. Well it will reduce PI but not necessarily visits. And I kept telling my customers that it is the visits that are im portant and noit the PI (and that number iof RSS subscribers is a purely fictional value ;) )

  10. It is quite possible to channel your emails to IM but that'd be manual work
    on the suer's side which Disqus could eleviate easily (many other services
    provide complex IM bots like the best Yahoo Answers wannabe

  11. Firstly – it really is a shame that publishers have to design the websites around impressions.
    Those fortune magazine style slide shows are not fun from a user perspective.

    Some strange comments: old model of advertising dead? PPC in on it way into history? ???

    I am sure we will see some new ad serving technology to level the playing field.

  12. “Which shows we need a new way to get paid for advertising” – exactly !! The old advertising model is truly dead, for so many reasons. Take a look at what we do as an alternative, maybe even for Building43

  13. Amen to that Louis (I use far too many spiritual statements for a pro faith, no religion sorta guy). It comes down to value derived from a site experience. I want information, entertainment, thought provoking discourse and those activities aren't directly supported by modern web monetization models.

    Sharing, linking, and explaining are natural activities to bloggers, why shouldn't there be ways for them to capitalize on this incredible value given. Most folks I follow don't have ads because it doesn't fit into their vision of their virtual home, “hey come on in for a beer and pretzels but first look at this Pepsi tapestry”.

    Everytime you share something or writeup great documentation on a product or technology I should be able to say thanks, here's a shiny quarter.
    Some potential methods:
    micro payments
    monthly mini subscriptions ($.99 even an option to say hey Louis good job giving us the skinny on things) or
    you put out an ebook every 3months based on your posts & greatest finds

    Anyone who buys in could be afforded greater access or maybe even suggest topics, or just a shiny star next to their names in your comment section to show they support your work.

  14. Woohoo real time disqus, I feel less worried about being reliant on external social sites, we can chat on each others blog pages. Will update and turn on real time as soon as I'm able. Thanks for the heads up Robert.

  15. The economics of employing those 'qualified' (meaning sanctioned by the corporation) to address Real Time comments currently does not stack up. You would need Call Centers full of 'press-trained' PR folks ready to give legally watertight responses to sometime ill-thought-out and potentially libelllous comments. This is NOT the way the world is going, look at the recent Wikipedia moves to edit content. For this reason, I think there are some big questions on Real Time Comments as the Next Big Thing (for business, consumer-feedback is another matter..)

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