Old Guard Blowing New Smoke

January/February 2008 Issue: Page 104

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Seasoned interactive marketing executives are starting new ventures and looking to resolve old issues and wow the industry at the same time.

I don't much like making predictions – especially ones that might come back to haunt me. But I feel certain of two things going into the New Year: first, that many of the online marketing pioneers will reemerge in new industry roles, and second, that despite constant urgings from loved ones to give up my nasty vices, I'm unlikely to make it very far into 2008 without my beloved cigars and scotch.

While I only have real control over one of my prognostications, I still feel pretty confident about both as I peer into my crystal ball.

The shift for many of those that helped build the affiliate marketing space has already begun. Well-known affiliate manager Beth Kirsch, who ran programs at Audible.com and LowerMyBills.com before heading off to Riya (otherwise known as Like.com), is taking some time off and then looking to get back to more of a traditional marketing role. Expect to see Beth at Affiliate Summit – she'll either have a stack of new business cards or freshly printed copies of her résumé.

Vinny Lingham, who made a name for himself as a super search affiliate turned applications developer, is no longer at incuBeta. He reportedly bought out incuBeta's stake in his new company Synthasite as well as online marketing blog Revenews.com and will be focusing on those efforts full time. His move to Silly Valley from South Africa, which was talked about a lot last year, is likely to happen in 2008.

It's unclear what his role in ClicksToCustomers is, but I hear the company is streamlining its operations. Interesting that Vinny's input there is likely to be minimal given that in my last column I informed you that he is co-authoring a book (with Jeremy Palmer) called Clicks to Customers. Safe bet they are rethinking that title.

The shift of top online marketing executives continues as Todd Crawford, best known as the face of Commission Junction while he was the VP of Sales, has stepped down as VP of Sales and Business Development at Digital River after joining the company in May of 2006. Todd is reportedly starting a new top-secret venture in the next few months. I'm hoping that some 25-year-old scotch and cigars will pry the details out of him in Vegas at the end of February. See, these are not simply vices, but tools of my trade.

And be on the lookout for another former network biggie to resurface in the online marketing space. Steve Messer, founder of LinkShare – who along with his sis Heidi, sold the network to Japanese Internet portal Rakuten in 2005 – isn't just sitting on his half of the $425 million. Messer is putting together another company. It's now in the super-stealth phase, but back in November the startup poached the CTO of Register. com. Reports from the Big Apple are way too vague (I hate it when those New Yorkers get tight lipped) but promised that the online marketing industry "would be blown away."

I'm not easily blown away – with the exceptions of some recently smoked Cubans – so I'm reserving judgment. No word if Heidi (now CEO of WorldEvolved.com) will be involved.

Speaking of "evolved" ... my favorite CEO to keep an eye on – Patrick Byrne – remains in full control at Overstock.com. However, Jason Lindsey resigned from the board of directors of Overstock. com and has also stepped down as Overstock's chief operating officer. Lindsey co-founded the company with Byrne before retiring and then returned a couple of years ago to help clean up Byrne's mess. Now that there is no adult supervision at Overstock, I can't wait to see what happens.

If you can see into the future or maybe if you just have some news or some top-secret information, or perhaps just a juicy helping of gossip, why not share it? Maybe I'll send you something from my humidor. Email me at TheSpider@RevenueToday.com or call The Spider hotline directly at 415-732-7456.

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