Kiss Me, I’m Irish

A couple months ago, I started down the long road to obtaining my Irish citizenship. Well, longish road. Actually, in retrospect, the road was pretty short, though marred by some ludicrously bureaucratic procedures. For those who don’t know, Ashley has her Irish citizenship and hence I was able to obtain it by making an application for post-nuptial citizenship. Lucky me, too, given that this route to Irish citizenship will cease to exist at the close of November 2005.

In a weird way, this is a return to roots. I believe my mother’s side of the family is originally from County Cork, though they’re from Scotland more recently. What goes around comes around, I guess.

What does this mean for me going forward? Well, for one thing, I now have the right to live and work in the 25 EU member states. Add that to being a Canadian engineer (which, through NAFTA, allows me to easily work in the US and Mexico), and it adds up to a pretty interesting map of places I can work with little or no hassle (image built using the World66 map tool):

Hmm. Maybe that’s not quite as impressive as I thought it would be. Then again, it’s not too shabby either. If I could regain my Australian citizenship it would be augmented a little more, but unfortunately I fail the residency requirements necessary to resume the citizenship I lost when I became Canadian (I was born in Australia, but at the time I became a Canadian, Australia didn’t allow multiple citizenships).

What I’d be really interested in know is how prevalent multiple citizenships are these days (and I’m not the only one interested in the topic apparently). It appears that more countries are allowing multiple citizenships – I know that the UN is starting to recommend that census organizations start to gather data to study the trend. Imagine the ramifications of a world in which not only do information workers have the skills required to allow them to easily find work anywhere, but also have the work authorizations to eliminate the last remaining barrier that would prevent an employer from hiring them. Interesting? Yes? Scary? Undoubtedly.

I predict we will see citizenships become a new asset class, one which is exempt from the usual inheritance taxes, but may ultimately bestow more value in the long term. I mean, just look at Ashley and I – if we spent a year in Australia, we would be up to four citizenships between us! Imagine the opportunities our kids will have because of that freedom. Then again, perhaps countries will have ceased to matter long before our kids even have need of this asset. Perhaps the dream of telecommuting will have come true already, or perhaps the EU and NAFTA trade zones will have expanded to the point where the globe is one giant free trade zone. Who knows?

That’s no excuse not to plan in the meantime. I would suggest anyone with an interest in maximizing their opportunities investigate how they might increase the number of citizenships they hold. The easiest way to do this is to look at your grandparents – where were they born? Do those countries allow you to obtain citizenships because of your grandparents’ birthplace? Check it out, you might be surprised the opportunities that await you!

Sell-Side Advertising

A number of bloggers have been ruminating the future of advertising (most notably Fred Wilson, John Batelle, Seth Godin, and Adam Rifkin), mostly inspired by Ross Mayfield’s “Cost Per Influence” post from eons ago (think July – that’s, like, forever in the blogosphere). I thought it might be time to weigh in on their concept of “sell-side advertising” (closely related is Greg Linden’s discussion of “intent marketing“). The idea at the core of “sell-side advertising” is intriguing: what if advertising became less about companies and advertisers pushing out advertisements to people who didn’t care about what they’re selling, and more about allowing influencers to connect products with the people who actually want them?

From my understanding, the sell-side advertising concept is part Google AdSense and part Amazon Associates. On drugs. Batelle gives a good summary:

Instead of advertisers buying either PPC networks or specific publishers/sites, they simply release their ads to the net, perhaps on specified servers where they can easily be found, or on their own sites, and/or through seed buys on one or two exemplar sites. These ads are tagged with information supplied by the advertiser, for example, who they are attempting to reach, what kind of environments they want to be in (and environments they expressly forbid, like porn sites or affiliate sites), and how much money they are willing to spend on the ad.

It’s a great idea – let the publishers (such as bloggers) advertise to their circle of influence and get paid on performance (read: actual sales). No performance, no money! Like Amazon’s Associates, there’s little incentive for someone to create a page full of links without any value-add. Like Google AdWords, it levels the playing field, offering smaller advertisers the opportunity to reach their market without breaking the bank. Even better, it offers smaller advertisers a calculable ROI – it’s no longer a crap-shoot like it is with Google AdWords (after all, even with the best click-through rate in the industry, isn’t the click-through rate still abysmal?).

From the publisher’s point of view, this is also an especially appealing model. First and foremost, I believe the improved ability of such an advertising model to provide measurable results (in terms of actual dollars, not just “eyeballs”) would result in improved revenue for the publishers themselves – far better than per-click advertising. Heck, just compare how Amazon referral fees outweighed my author royalties!As an added bonus, such a model would put advertising control back in the hands of the publisher, thus avoiding the puzzle of Google Adwords that are totally unrelated to the content on the page.

As Seth points out, this model is already out there in the form of an offering from Commission Junction. I recall signing up for a Commission Junction account ages ago when I was exploring ways to boost my book sales – I believe Commission Junction was providing the affiliate program for Barnes & Noble. It was horrible. Bad user interface, and difficult to actually find the items I wanted to sell. Anyone know if it’s improved since last I tried it (early 2002)? Perhaps if they improved the interface and created plugins for blogging tools to streamline the process of adding affiliate links, they’d really have something.

That said, there are still some issues with such a system. For one thing, I think it’s safe to say that a large part of the blog world will be uncomfortable with the idea of the commercialization of the blogosphere. Scoble won’t even use affiliate links. And Canter (God bless him for trying stuff) probably would have been burned at the stake if he showed up at Bloggercon with his get-paid-to-blog schemes.

A shift to pure pay-for-performance advertising might have some interesting ramifications. As Hugh MacLeod loves to point out:

“But that’s always been the trouble with advertising. The money has always been in the dreck. Because the good stuff advertises itself.”

While I agree, I think the problem we’re currently facing is that there’s just too much good stuff. If the advertising market moves to a model where publishers only choose advertisements that interest their readers (if only to maintain their street cred and fend off accusations that they’re being a shill), some products’ advertisements will never see the light of day. After all, some products will never invite a religious following that will build buzz – those things are called commodities. Nobody cares enough about, for example, toothpaste to write about it (unless, of course, they screw up royally), much less participate in some Crest-sponsored affiliates program.

And that’s OK, because these products are overpriced anyway, given they have little true innovation to justify their price in light of their low input costs. But therein lies the paradox – as publishers shift towards the more lucrative world of pay-for-performance advertising, commodity producers will find it difficult to even buy themselves an audience. The question in my mind: will this drive up the price of old-world, pay-for-no-guarantee-of-performance advertisements to new heights, or will the dismal economics of these commodity products prevent them from being able to gain an audience at any price?