A couple of months ago, my life got turned upside down.

Meet Gibson.


Announcing Floodlight

Floodlight makes your Media Kit work for you. No longer a necessary evil, it’s now an invaluable tool in your kit. Attracting advertisers, pre-qualifying leads, disseminating information and even enabling an advertiser to impulsively make a purchase — your Media Kit can do this and much more.

Websites have an increasing variety of ways to monetize their sites, and each site needs to find the right mix of products for their unique audience.

What hasn’t changed with the introduction of all these new techniques? You still have to market your inventory to advertisers. Floodlight solves this problem in a stylish and easy-to-use way.

Making Skyscraper, we learned two important things.

First, both publishers and advertisers struggle to find each other. Many publishers are intimidated by the process of making sales, and advertisers find it difficult to commit the time and effort needed to continuously discover new publishers and audiences to engage with.

Second, while publishers crave tools that help them express their unique brand, advertisers prefer assistance handling the raw data and producing recommendations out of that abundance of information. It’s simply how each side approaches the problem, and it works.

There’s two ways to approach the discovery problem and help make a connection.

When a Publisher makes a sale to an Advertiser, they are pitching their influence, and as a default, pitching what makes them unique and able to return a positive ROI on the Advertiser’s dollars. (There are only so many of those dollars to go around.) Branding, identity, communication and a sense of professional completeness help produce an attractive and well-received pitch. Advertisers understand this and appreciate the effort a Publisher makes to speak to their specific needs.

However (and it’s a big however!), when Advertisers approach the problem of finding Publishers to work with, it’s a two-step solution, and the first step has much less to do with the individual Publisher specifically. Audience is key — Advertisers want to filter, sort and whittle down the impossibly huge set of potentials using a multitude of data points about the websites where the inventory is displayed, but more importantly, about the audience the Publishers have the influence to reach. Once that population has been narrowed, only then does any particular Publisher’s brand start to play a role.

Floodlight is the best of both worlds.

When a Publisher builds their Media Kit with Floodlight, they gain a powerful tool to make sales themselves, and without any additional effort also expose themselves to Advertisers that otherwise may have never found them. For the first time ever, Advertisers gain access to an powerful way to discover the “fat middle” of Publishers that previously was too inefficient to work with. Access to new audiences enables Advertisers to reach heavily engaged niches around the web, and Publishers are able to better extract the value out of their hard work, enabling them to grow their businesses on their own terms.

Want Early Access? Say Hi!

We haven’t opened up the gates just yet, but if you’d like to be one of the first to use Floodlight, swing by Floodlight.io and sign up for early access.

This post also appeared on the Floodlight blog.

Centuries, plus

To go to work and think about permanence would be something I’d like to try someday.

The emotional rollercoaster of trying to sell ads on your blog

A bit of GIF prose on the emotional turmoil a blogger goes through just trying to make a dollar

written by your friend and my partner in all things Skyscraper, Paul Burger.

“I want to make something that is worthy of the emotion behind it”

And to those who suggest he might want to temper his expectations, to tone down the enthusiasm, he responds that they’re looking at the wrong side of the equation. “I don’t want to believe less in something,” he says. “I want to make something that is worthy of the emotion behind it.”

(via Wired’s profile of Peter Molyneux.)

Skyscrpr, live on AngelList

A couple of minor Skyscrpr updates:

We updated our teaser splash page (have you signed up for early beta access?) today with a few screenshots of the app.

Skyscrpr splash1

We just pushed Skyscrpr’s AngelList profile live.

Which meant I needed to finally get my own personal profile in order.

We’re on the hunt for a numero uno Rails dev that can help me with the backend, and always up for a coffee or beer with anybody you think would be interested in Skyscrpr.

Love me some Fake Grimlock


Love me some Fake Grimlock.


I’m ██████ ████ ████ ██████ is a ███████ █████ in ████████ to be “the ████████ ██████ on █████”. Uncensor This

I’m blown away by Animoog for iPad

For $30, this is an amazing app. I have no idea what I’m doing, but it’s insanely fun to play with. No doubt amazing music will be produced in the right hands.

It’s 99¢ until Nov 17th.

That’s an affiliate link to the App Store. I’d still wholeheartedly recommend the app either way, but I might as well make 5¢ if you decide to buy it, right?

Producer producing

An old friend produced this video. Super proud of him.