Eskom’s Meatball Sundae

I can’t help but feel that Eskom’s new online initiative, PoweringSouthAfrica.co.za, is a bit of a Meatball Sundae. When I read about it in a three-full-page ad in the Sunday Times last week, I thought it sounded like quite a good idea (the extravagance of the advert notwithstanding); and the site itself is not bad, although I think it needs a bit more participation by Eskom itself (they invite visitors to “Join the Discussion“, but don’t seem to engage in those discussions themselves – at least not explicitly).

But here’s the thing: When, on Tuesday, I wanted to check out the site, without the Sunday Times in front of me and not remembering the URL, I couldn’t find it. Eskom haven’t even linked to it from their main website, let alone invest in any online marketing or PR, it seems. I subsequently heard their radio advert on KFM, so they got through to me eventually.

Could online News sites out-Google Google Ads?

In a very quick scan of three of the bigger news domains in South Africa (Mail & Guardian, IOL and News24), only one was displaying Google Ads, as far as I could see. But it occurred to me over the last day or so that News sites might have the potential to out-Google Google when it comes to providing advertising that is relevant to their readers – especially in our local context in South Africa.

At the risk of creating a cost for what I have been trying to achieve for free (by issuing press releases with links to supporting materials on our website and/or providing those links in the comments on stories, where allowed), but in the interests of collaboration, sharing and the already somewhat symbiotic relationship that exists between us as a political party and the media, here is my idea as it evolved. (hopefully it will be rewarded with some free link love for the DA )