The problems kicked off this morning when Amazon started sending emails to select Kindle owners, alerting them to a free trial of “The Kindle Compass.”

In the email, Amazon failed to explain what “The Kindle Compass” was, and worse, implied that customers would be charged for it going forward.

An Amazon spokesperson said a second letter has been sent this evening, explaining that “The Kindle Compass” is a pilot project, and apologizing for any confusion over the price. “We built it to always be free for customers, and you will never be charged for it,” the company told its customers.

Still, the response comes hours after much of the damage had already been done.

Angry customers flooded Kindle forums, posting more than 100 complaints to topics called “Where is Kindle Compass Magazine?” and “Auto-Subscription to the Kindle Compass??”

The confusion was understandable.

In the original message, Amazon misled consumers about the terms: “If you enjoy your free trial, do nothing and your subscription will automatically continue at the monthly subscription rate.”

However, no rate was ever mentioned.

Even worse, those who contacted Amazon customer service said the reps weren’t familiar with the publication, so the best they could do was help them to unsubscribe to ensure they would not be charged. At this point, people are still confused as to what “The Kindle Compass” is all about.

A spokesperson did not return emails asking for more clarity on what the publication is, and it’s unclear how many customers were affected (not all Kindle owners received the email).

In the forums, the complaints centered on two concerns: That Amazon would sign them up for something they did not knowingly subscribe to, and that they may be charged for it.

One consumer, who used the name “Susabelle”, wrote: “I am absolutely APPALLED. Amazon, you should be completely ashamed of yourself!! An auto-subscription to a publication I’ve NEVER heard of, that you will be auto-billing me for after 14 days? HAVE YOU LOST YOUR MIND??”

Here is the apology Amazon sent to consumers this evening:

This morning we sent you an email regarding The Kindle Compass, a new free publication built by the Kindle editorial team that we’re piloting to a small number of Kindle customers.

This email incorrectly referred to The Kindle Compass as a subscription with a free trial. We built it to always be free for customers, and you will never be charged for it. We apologize for any confusion.

If you wish to unsubscribe from the pilot for The Kindle Compass you can do so from a link in the last section of the magazine, or from the Manage Your Kindle Subscriptions page at www.amazon.com/manageyourkindlesubscriptions.

Earlier today, well-known digerati dude Robert Scoble posted on his social feed on Google+ that the search giant was working on a social and news reader.

“I heard from someone working with Google that Google is working on a Flipboard competitor for both Android and iPad,” posted Scoble. “My source says that the versions he’s seen so far are mind-blowing good.”

If blowing the minds of hot Silicon Valley start-up Flipboard and Facebook is the goal, then Scooby-Don’t's rumor is pretty spot-on.

According to numerous sources close to the situation, Google is indeed working on rolling out the new product, which is currently called Propeller.

Sources said Propeller is apparently one of a number of new socially focused announcements Google is prepping, including new apps. But the timing for their launch is unclear.

Here’s what is: Propeller is a souped-up version of similar reader apps such as Flipboard, AOL’s Editions, Yahoo’s Livestand, Zite (which was just bought by Time Warner’s CNN) and Pulse.

Facebook is also making social versions of publications available within its site. So, instead of just seeing a sidebar on a news site of what stories your friends liked, you’ll get a personalized and reformatted version of the latest news when you visit that publication’s page within Facebook.

All these apps are part of the drastically changing habits of media consumers, helping them better navigate numerous social and media feeds — such as Facebook and Twitter, as well as news sites and more — using handsome interfaces and touch technologies.

Flipboard is the most prominent and elegant of these offerings, available only on the Apple iPad. The company is working on an iPhone version, too.

Flipboard’s traction among elite users, along with its high-level design ethos and strong reviews, is why Google tried to buy the well-funded company last year, sources said.

But Flipboard — which is backed by some of tech’s biggest venture players, who have invested more than $60 million at a $200 million valuation — declined the kind offer.

At the time, sources said, Google told Flipboard execs that if it did not buy the start-up, it planned to do a version of its own.

Hence, after I heard about the product earlier this year, I dubbed it the Flipinator.

Propeller is probably a better name, I will admit.

It’s not clear what Google’s Propeller will include in the product, such as Facebook integration, since the pair of Silicon Valley behemoths have not been able to partner over data exchange.

Which is an understatement, I know.

But sources said it would be available on both Apple’s iPad and Google’s Android tablets.

In any case, stay tuned and thanks to Scoobs for the tip!

[Photo credit: This Noogler Propeller Hat -- which is given to all new Googlers -- is in the collection at the Computer History Museum, the gift of Marcin Wichary; the image is by Mark Richards.]

Adam Lashinsky, Fortune magazine’s high-profile Silicon Valley reporter, will be penning a book titled “Inside Apple: How America’s Most Admired — and Secretive — Company Really Works.”

An expansion of a well-read article that Lashinsky wrote for the publication earlier this year, the book will be available on Jan. 18, 2012 from Business Plus, an imprint of Hachette Book Group.

Lashinsky’s will be the second Apple tome to be coming out that will shed more light inside the workings of Silicon Valley’s most iconic company.

In November, former Time Inc. writer and editor Walter Isaacson’s much anticipated biography about Apple CEO and co-founder Steve Jobs will be released by Simon & Schuster.

“Steve Jobs” has been written with cooperation from Jobs, who has not done so in the past.

Lashinsky said in an interview today he did not garner Jobs’s help on the book, but did manage to get a deep inside look at the company.

“Doing an unauthorized book is harder,” said Lashinsky. “But what you get is well-reported information, which is outside the message Apple wants to deliver, and there is so much good stuff, this company is worth far more than an article.”

Lashinsky has been a longtime reporter in tech, including covering Apple, a company that is notoriously secretive and difficult to report about.

Still, Lashinsky has written a lot about the maker of the groundbreaking Mac, iPod, iPhone and iPad devices, including a piece in 2008 about recently installed CEO Tim Cook, titled “The Genius Behind Steve: Could the Operations Whiz Run The Company Someday?”

Inside Apple will be more about the entire company, which has vaulted from near death only 15 years ago to become one of the most highly valued companies in tech and, in fact, globally.

The publisher promises a lot of insidery facts, including, “how Apple creates killer products, forges intense bonds with consumers, and gets what it wants from suppliers … the lessons about leadership, product design and marketing are universal, and they should appeal to anyone hoping to bring some of that Apple magic to their own company, career or creative endeavor.”

Lashinsky said these are important lessons for others to explore.

“So much of what Apple does stands decades of business teaching on its head, because they just don’t do things the way other companies do,” he said. “The rest of the business world might want to pay attention.”

Indeed, they should.

This debut was supposed to happen a few weeks ago in San Francisco, with Rupert Murdoch and Steve Jobs sharing stage time. Instead, Murdoch will show off his new publication at the Guggenheim in New York, with Apple content boss Eddy Cue stepping in for Jobs.

We’ve got a very good idea of what to expect: A newspaper that’s both old-fashioned and cutting-edge, which will sell for 99 cents a week or $40 a year. And the best way to experience the new publication will be on an iPad, not at a museum.

Still, it will be interesting to hear News Corp. pitch this one in real time, and to see how it leverages all of its resources and a very rare Apple endorsement. (This Web site, we should note, is owned by News Corp. as well.)

10:40 am: Greetings! So excited to be in the Guggenheim that I’m starting this one a few minutes early.

10:44 am: And here’s Jon Miller, who has been shepherding this thing at News Corp. Here’s some fresh scoop! The Daily will be be live onstage for the demo, he says, but won’t appear at the app store until noon.

[Note: The Daily can be found here at the Apple App Store]

10:47 am: Miller is working the room very well; now chatting up Reuters’ Ken Li.

10:48 And Steve Rubenstein, who has been handling PR for the Daily launch. He semi-taunts me by noting that there were tasty canapés at Rupert Murdoch’s private party Tuesday night.

10:49 am: If you’d simply like to watch a livestream of the event, minus my commentary, head to thedaily.com at 11 ET.

10:50 am: That sound you hear is the rustle of departing page views.

10:51 am: Cunning of the News Corp./Rubenstein/event-planning crew to split up the press by species. Gives us something to talk about.

10:52 am: BREAKING NEWS! Jon Miller says Wi-Fi here at the Guggenheim has been working “intermittently.”

10:52 am: WAAAAAAY More interesting is that Engadget’s Joanna Stern being hassled for daring to take out a camera during a press conference. She is being moved three seats back. Where that’s OK, apparently.

10:56 am: Pre-launch music, btw: Some kinda samba thing going on. Festive and, dare I say, a smidge bit sexy. Rowr!

10:58 am: Slightly curious is that registration staff told media that they’ll have “review units” available after presser. But everyone in media has an iPad, right? It’s required, no?

Perhaps the notion is that the presser will end before noon, and the Daily won’t be available until then, so if you want to get hands-on in the meantime, that’s the way to go. Which would be smart!

On the other hand, if they’re simply handing out free “review” units to the press, well, that’s kinda smart too. Because the press likes free stuff.

11:03 am: Our crack tech guy Adam Tow tells me TheDaily.com site is now saying that the app will be available at noon ET. I can’t see that on my screen, but I’ll take his word for it.

Especially because that’s what Jon Miller said a few minutes ago.

11:05 am: Given News Corp. pub WSJ’s focus on privacy, and Apple’s, interesting to review the Daily’s:

When you use the Services, we may collect certain non-personally identifiable information about that use. For example, in order to permit your connection to the Services via the Internet, our servers receive and record information about your computer and browser, including potentially your IP address, browser type, and other software or hardware information. If you access the Services from a mobile or other device, we may also collect transactional information such as a unique device identifier assigned to that device (“UDID”), your geolocation, or other transactional information for the device in order to serve content to it. We also may use cookies and other tracking technologies (including browser cookies, pixels, beacons, and Adobe Flash technology including cookies), which are comprised of small bits of data that often include an anonymous unique identifier. Websites send this data to your browser when you first request a web page and then store the data on your computer so the web site can access information when you make subsequent requests for pages from that site. We may use these technologies to collect and store information about your use of the Services, such as pages you have visited, search queries you have run, and advertisements you have seen.

11:06 am: And we’re live. Here’s Rupert Murdoch, iPad in hand.

“Good morning. I’m Rupert Murdoch.”

Thanks for the “amazing Steve Jobs,” a man who has “single-handedly changed the world” of technology and media.

“Steve has been a champion of the Daily from day 1.”

“New times demand new journalism.” [hrm]

Trying to take best of traditional journalism, including “shoe-leather reporting” editing, “a skeptical eye” [hrm!] and combine them with awesome tech.

“”Simply put, the iPad demands that we completely re-imagine our craft”

Shooting for audience that is sophisticated and reads a lot, but not print.

We have that, but it’s niche. No “true news discovery.” The magic of newspapers “and great blog” lies in “serendipity.”
True!

Similarly, we must make the business of news-gathering viable again.

Goal is to be indispensable source for news and entertainment. “A robust new voice.”

Shout-outs to Jesse Angelo and Greg Clayman, who run editorial and business, respectively, for the new pub.

Daily will be 14 cents a day–99 cents a week–because no printing, delivery costs, etc.

More superlatives for the Daily, including a “sense of fun.”

Target audience is “tablet” audience–[note emphasis on tablet, not iPad].

And a shout-out to Jon Miller, too.

[Unless I misheard and it was News Corp. CTO John McKinley.]

“We believe the Daily will be the model for how stories are told and how they’re consumed.”

And another shout-out to “all our friends at Apple”

Okay. Here are Miller, Angelo, Clayman.

11:13 am: Miller starting off. Not a demo–this is live production.

Trying to figure out how to produce new news for tablet era. “We think we’ve developed that.”

Angelo shows off home screen of the Daily, with Egypt as main headline. Applause.

Have been doing live production for about six weeks.

11:14 am: They have a reporter on the ground in Cairo right now. Josh Hirsch [sp?].

Lots of big pictures, video embedded in text.

And here’s one of the 360-degree photos. Which look cool!

Can put audio behind them, etc.

HD video–here’s a clip about prisoners making toys in Angola prison. Note the bluesy background music. ’Cause it’s about a prison, duh.

11:16 am: Back to Miller. Have rethought navigation.

11:17 am: Back to Angelo, showing off swipey carousel. Sorta silly to describe this to you in a liveblog, but there’s a “play” function and a “shuffle function,” and a video anchor who will discuss the main stories of the day.

11:18 am: Back to MIller. “The Daily is not an island” can share to Facebook, Twitter, email.

11:18 am: Angelo: We can also pull HTML5 pages into device. Can also link out. [Subtext--we are TOTALLY NOT ignoring the Web, you dummies. We're not idiots.]

Bringing Twitter feeds directly into app. So you can see what Lily Allen (used to be semi-famous a couple of years ago) has to say about something.

11:19 am: Miller: We have apps and games section, with a link directly to Apple Store.

And we have an awesome sports section [sounds familiar!].

11:20 am: Angelo: Yes, check out our awesome sports section. Troy Polamalu talking about Clay Matthews’s hair.

“For sports fans, we really think this is the showstopper”–customizable sports filter by team/sport, brings in scores, tweets, etc.

11:21 am: Miller: Publishing once a day, with updates throughout the day “as the news warrants.”

Verizon sponsoring first two weeks of free subscriptions.

11:22 am: The art in this liveblog, by the way, is coming directly from livestream. Nice job, Adam Tow.

11:22 am: Here’s Eddy Cue. Never seen him before. A very, very, very big deal in media circles.

Running through iPad, iOs success. iPad customers are huge news eaters. 200 million news apps downloaded so far.

I’ve been using the Daily for the last two weeks. “It’s amazing.” Amazing that it’s done every single day. More superlatives, etc.

Basically, a repeat of what Miller et al just said.

Okay. Here are the new details on push subscriptions. First time Apple has used this tech. 99 cents a day, $40 a year. [ahem].

11:26 am: And now, oddly, press conference comes to a halt for a photo opp.

11:26 am: Waiting for them to set up chairs for Q&A.

Questions and Answers

How will back issues be handled? Where will old copies be stored?

Angelo: Best thing to do is to save articles you care about. And it will also be archived on the Web. Internal archiving not there for 1.0.

Q: When will other pubs start using subscription option?

Announcement “very soon for other news publications.”

Q: How will you measure impressions, etc. for advertising?

Miller: Will have tech built into app for that. I should have mentioned during presentation that we love advertisers.

Q: For Rupe: How will you measure success?

A: We want to sell millions. But keep costs low. We have spent $30 million so far, “all of which has been written off in figures we’ll announce today.” But overall costs $500,000 a week going forward.

Q: Another question about subscriptions.

A: A non-answer from Cue.

Q: Who/what does Daily compete with? And how will other News Corp. properties be integrated?

A: Miller: Gotta compete with everything. “you’re competing with Angry Birds at some level.” [Hey that's my line!]

Murdoch: In NY, for example, we already have multiple outlets competing with each other. This is another.

Q: What about breaking news? How will that work?

A: Angelo talking up twitter feeds, sports scores, but “we can drop in a new page if we want to, and we will.” BUT! As a conusmer, I don’t like Web sites that change constantly. It’s not a great experience. [THAT IS: This is a newspaper, not a Web site.]

Q: What’s the political tone of this thing. Centrist, right?

A: Murdoch: “The editorial position will be in the hands of the editor.” Cue Angelo, who sorta hedges. On op-ed page, “We’re patriotic.”

Q: Someone wants to know if Rupert is really into this. Also, will there be an Australian version?

Murdoch. Duh.

(An Australian version “always a possibility.”)

Q: Why do this with the Daily instead of existing brands. Also, what’s up with your phone hacking newspapers in the U.K.?

A: Murdoch: Existing tablet apps are what got me excited about launching a new one. No comment on “the other matter.”

Q: You’ll be working with other tablets besides iPad, right?

A: Murdoch. Yes. And “we’ve been quite honest with Apple about that.” We’ll defnintely be on all platforms. But Apple will be the dominant one this year, in my opinion.

[Sorry, missed a Q. Seems to be about what apps Murdoch likes.]

Q: More about the editorial voice, please.

A: Angelo: Thinking it through. We know that people spend a lot of time with these apps–35 minutes, 40 minutes. “It’s unbelievable.” So how do you create content rich enough to keep people there?

Q: What did Steve Jobs say about this in the last couple of days?

A: Murdoch: “He did call me last week” and told me app was “really terrific. He was extremely flattering.”

Q: How will people find this stuff, since it’s not on the Web?

A: Cue: We’ve downloaded 10 billion apps. People can find this stuff.

Miller: We feel really good about this. We didn’t want to make compromises.

Q: I ask about what’s available on the Web.

A: Some of it will be mirrored on the Web, when it can be done technically. [Sorry, hard to type and write.]

[Sorry, now even more confused about what's available on the Web and what isn't. Going to have to follow up with the gang later.]

[Where's Greg Clayman, by the way?]

11:47 am: Q: How do you balance a subscription model with a large audience that advertisers want?

Murdoch: “They’d pay a much lower rate per thousand if it was free. They realize it’s something that people want.” And we can tell them more about who sees it. “It’s not just scattered out there….We’ll draw a better class of advertiser, and a better rate.”

11:48 am: Q: What’s the split between ad and subscription revenue?

Miller: Subscription will be larger at start, and then eventually 50-50, “which is the magic number.”

And we’re done. Will try to follow up, may have more answers/comments here, or in a separate post. Thanks for checking in!

Here is the press release announcing the Daily:

Introducing The Daily

First National Daily News Publication Created for iPad Launches today in the Apple App Store

New York, NY, February 2, 2011 – Today Rupert Murdoch, Chairman and Chief Executive Officer of News Corporation, unveiled The Daily — the industry’s first national daily news publication created from the ground up for iPad.

“New times demand new journalism,” said Mr. Murdoch. “So we built The Daily completely from scratch — on the most innovative device to come about in my time — the iPad.”

“The magic of great newspapers — and great blogs — lies in their serendipity and surprise, and the touch of a good editor,” continued Mr. Murdoch. “We’re going to bring that magic to The Daily — to inform people, to make them think, to help themengage in the great issues of the day. And as we continue to improve and evolve, we are going to use the best in new technology to push the boundaries of reporting.”

The Daily’s unique mix of text, photography, audio, video, information graphics, touch interactivity and real-time data and social feeds provides its editors with the ability to decide not only which stories are most important — but also the best format to deliver these stories to their readers.

“News Corp. is redefining the news experience with The Daily,” says Steve Jobs, Apple’s CEO. “We think it is terrific and iPad users are really going to embrace it.”

Led by Editor-in-Chief Jesse Angelo and Publisher Greg Clayman, The Daily is the first application made available on the App Store as a subscription — which will be billed directly to an iTunes account. And because this paperless paper requires no multi-million dollar presses or delivery trucks, it will be priced at just 99 cents a week (or $39.99 for an annual subscription).

“The Daily launches at a moment when advances in technology are changing the job of the modern editor,” says Mr. Angelo. “These advances are giving us new ways to tell stories. We intend to take advantage of all of them, and make The Daily the new voice for a new era.”

Each day The Daily will publish up to 100 pages focused on six key areas: news, sports, gossip and celebrity, opinion, arts and life, and apps and games. It will offer views from across the political spectrum. They will come from across cultures and generations, across America and the world.

The Daily will feature Sudoku and crossword puzzles, localized weather reports, and a customizablesports package that captures news on the user’s favorite teams. Subscribers will also be able to leave comments on Daily stories in either written or audio form — as well as bookmark them in-app to read later.

As readers move through The Daily’s content, they will be helped by several highly intuitive navigation tools. And while The Daily lives on the iPad, most of its articles can be easily shared via Facebook, Twitter and email. The Daily will link out to the web, as well as bring the web into the app.

“In short, says Mr. Murdoch, “we believe The Daily will be the model for how stories are told and consumed in this digital age.”

The Daily has bureaus in New York and Los Angeles, as well as stringers across the country. Full companybios are available at TheDaily.com/about. Executive staff includes:

John Kilpatrick – Executive Creative Director
Steve Alperin – Managing Editor
Mike Nizza – Managing Editor, News
Richard Johnson – LA Bureau Chief
Sasha Frere-Jones – Editor, Arts & Life
Chris D’Amico – Editor, Sports
Elisabeth Eaves – Editor, Opinion
Peter Ha – Editor, Apps, Games and Technology

The Daily is also changing the way advertising is offered and consumed within a news publication. Full-page ad units are completely interactive, customizable, and offer a rich mix of branding and direct response opportunities. Launch advertisers include HBO,Macy’s, Paramount, Pepsi Max, Range Rover, Verizon, and Virgin Atlantic Airways.

“With The Daily, Rupert Murdoch has given us the chance to rethink the entire experience of news delivery and consumption,” said Mr. Clayman. “The ability to actively listen to and engage with our audience means we can continually provide an experiencethat consumers value in this fast-evolving tablet space. Together with our customers, our advertising partners, and the team at The Daily, we are excited to create a new form of media.”

About The Daily
The Daily is a first-of-its-kind daily national news publication built exclusively as an application for tablet computing. It provides readers the engaging experience of a magazine combined with the immediacy of the web and the need-to-know content of a newspaper, all while elevating user experience beyond the printed word. The Daily is a subscription-based news product, published 365 days a year, at the cost of $0.99 cents a week or $39.99 a year. For more information on The Daily go to: www.thedaily.com.

Finally, here are screenshots from The Daily’s listing in the App Store:

The Daily, the iPad newspaper News Corp. was supposed to unveil a few weeks ago, has a new launch date and a new venue for its debut: Feb. 2 at the Solomon R. Guggenheim Museum in New York.

News Corp. CEO Rupert Murdoch will preside over the event, which was originally to be held at the San Francisco Museum of Modern Art. But he won’t be accompanied by Apple CEO Steve Jobs, who recently took another medical leave of absence. Instead, he’ll be joined Eddy Cue, Apple vice president of Internet services–the guy who runs the the iTunes Store.

The Daily, as MediaMemo’s Peter Kafka previously reported, is expected to use a new “push” subscription feature from Apple, where iTunes automatically bills customers on a weekly or monthly basis, and a new edition shows up on customers’ iPads every morning. Tweaks to that feature are reportedly the cause of the delayed launch.

News Corp., which owns this Web site, reports earnings this afternoon.

One of the more interesting movies at the 11th Sundance Film Festival, which opens today in Park City, Utah, will be “Page One: A Year Inside the New York Times.”

The documentary is by Andrew Rossi, who spent a year following reporters and editors at the famed newspaper, even as the media landscape shifted dramatically due to the impact of digital technologies.

Here’s the program description from Sundance:

With the Internet surpassing print as our main news source, newspapers going bankrupt, and outlets focusing on content they claim audiences (or is it advertisers?) want, PAGE ONE chronicles the media industry’s transformation and assesses the high stakes for democracy if in-depth investigative reporting becomes extinct.

The film deftly makes a beeline for the eye of the storm or, depending on how you look at it, the inner sanctum of the media, gaining unprecedented access to the New York Times newsroom for a year. At the media desk, a dialectical play-within-a-play transpires as writers like salty David Carr track print journalism’s metamorphosis even as their own paper struggles to stay vital and solvent. Meanwhile, rigorous journalism–including vibrant cross-cubicle debate and collaboration, tenacious jockeying for on-record quotes, and skillful page-one pitching–is alive and well. The resources, intellectual capital, stamina, and self-awareness mobilized when it counts attest there are no shortcuts when analyzing and reporting complex truths.

What is probably most interesting is that many of the stories covered by the Times in the film are about the technological forces that have put it and other traditional media organizations through the digital ringer in recent years.

And, as someone who made the move away from a big mainstream newspaper to an online-only publication, I experienced some significant déjà vu watching clips in this interview with Rossi below, especially of the editor-centric tone of the newsroom and the franticness of reporters to get a story on the front page.

Which these days feels like such an odd and ancient way to think of journalism and which I also don’t miss for a second. (By the way, you can do “rigorous” journalism online too and without all the endless meetings.)

Check out Rossi (and that’s the very funny NYT media columnist David Carr in the photo below):

• When Wired magazine launched on the iPad in June, it racked up more than 100,000 downloads. By November the number dwindled to between 22,000 and 23,000.
• Vanity Fair, which sold about 10,500 iPad downloads in August, saw sales drop to 8,700 in November.
• Glamour saw a 40 percent decline in iPad sales between September, when it sold 4,301 copies, and November, when it sold just 2,775.

There were other declines as well, all helpfully catalogued over at Memo Pad, but you get the idea.

Seems that iPad magazines haven’t yet captured the public’s attention. Why? Overpricing, perhaps. Why pay $5 a pop for a digital copy of a publication you can subscribe to for $10 a year? Of course, the larger issue is the publishing industry’s insistence on using new platforms like the iPad to ape antiquated models like print, when it could be using them to develop entirely new ones. Just because you can arrange a pile of massive image files into a digital magazine doesn’t make it a good one.

News Corp. plans to launch the publication the week of January 17, multiple sources tell me.

The caveat here is that launch plans have moved around a couple of times in the past few months; until recently, lots of folks expected to see this thing in December. But this latest date looks like a much safer bet. (News Corp. also owns this Web site.)

Given that News Corp. has hired dozens of blabby journalists for the Daily, and interviewed many more, lots of other details about the app/service have leaked out already: It will come out daily, it will sell for 99 cents a week, it will use lots of video and it will have cool multimedia bells and whistles, including some kind of 3-D effect that lots of people are very excited about. And Apple CEO Steve Jobs may or may not participate in a launch event.

Most important for other media companies: The Daily is supposed to use a new “push” subscription feature from Apple, where iTunes automatically bills customers on a weekly or monthly basis, and a new edition shows up on customers’ iPads every morning.

If we do see that on the Daily next month, expect to see several other new iPad apps using the same feature shortly afterward.

That offering won’t resolve Apple’s dispute with conventional publishers, who want to be able to control their subscriptions–or at least get access to subscriber data–for iTunes app versions of their print products. But for new, digital-only products like the Daily, that data isn’t as crucial, and the ability to set up a recurring subscription would be a big step forward.

So here’s a Web ad campaign that cuts to the chase, and simply tells you up front that it’s stalking you.

And the chances are very, very high that you’re not going to care.

That’s because the ads come from AdExchanger.com, a very niche (and very good) trade publication that focuses exclusively on ad technology. And the only way you’re going to see the ads will be if you’ve visited AdExchanger.

And that means that you’re almost certain to understand and embrace concepts like “retargeting”–following a prospective customer from site to site using electronic tracking signals.

Which is why AdExchanger’s campaign comes right out and tells you that it’s using retargeting to serve up the banner ads–its an in-joke.

Again, anyone who’s seen the ads in their natural habitat understands what’s going on here, but to spell it out:

• AdExchanger’s John Ebbert–he’s the publisher, editor, janitor, etc. for the one-man operation–sets an electronic “cookie” on his site.
• That allows Google’s AdWords service to find browsers (it isn’t actually able to identify people, a fact that’s important for Ebbert and everyone else in ad tech right now) that have visited the site. Then it serves those browsers ads when they visit other sites.
• The ad campaign is designed to remind people to come back to AdExchanger, and/or visit its Facebook page.

“It was an interesting opportunity to use retargeting to have a conversation about a conversation,” Ebbert says. And to use one of the oldest marketing techniques in the book–get people to give you free advertising by talking about your advertising.

Meanwhile, a side note for “content creators” trying to figure out how to make a living: Consider thinking small.

That’s what Ebbert has done here, and it’s working very well for him. AdExchanger is microscopic by Web publishing standards–it attracts a mere 35,000 unique visitors per month–but that’s all he needs to make a living in Manhattan.

That’s because that audience of 35,000 includes every single person in the ad technology industry, more or less. And because that industry is so red-hot right now–VCs are pouring money into the business, and start-ups are vying for the attention of potential acquirers like Google, Yahoo and AOL–he’s able to do just fine selling sponorships at rates much bigger sites could never land.

Apparently, the review is in–only one review, so far–but it’s a corker.

Although “The Social Network,” the Columbia Pictures movie about the origins of Facebook, is not coming out until its premiere at the New York Film Festival in October, Scott Foundas, a reviewer for its publication, Film Comment, is loving it in a piece in the September issue.

The magazine operates under the auspices of the Film Society of Lincoln Center, which throws the film event where “The Social Network” is debuting.

After a lot of film reviewer throat-clearing about not using social networking tools, harrumphing on its global implications and then bizarrely boiling Facebook down to being “born of a romantic rejection,” Foundas writes in the review titled “Revenge of the Nerd”:

This is very rich material for a movie on such timeless subjects as power and privilege, and such intrinsically 21st-century ones as the migration of society itself from the real to the virtual sphere–and David Fincher’s “The Social Network” is big and brash and brilliant enough to encompass them all….

Adapted by “The West Wing” creator Aaron Sorkin from Ben Mezrich’s nonfiction best-seller “The Accidental Billionaires,” “The Social Network” was one of those “buzz” scripts that seemed to be on everyone’s lips in Hollywood for the past couple of years, and it’s easy to understand why. The writing is razor-sharp and rarely makes a wrong step, compressing a time-shifting, multi-character narrative into two lean hours, and, perhaps most impressively, digests its big ideas into the kind of rapid-fire yet plausible dialogue that sounds like what hyper computer geeks might actually say (or at least wish they did): Quentin Tarantino crossed with Bill Gates.

Oh, dear. Oh, dear. Now, I am beginning to feel bad for CEO and co-founder Mark Zuckerberg, because it looks like this film might even be Oscar-worthy for Columbia’s Sony (SNE) bosses.

But more:

From a legal perspective, it’s a thorny case of he-said/he-said, though the movie is less concerned with assigning blame than with considering Zuckerberg’s precise degree of assholedom, or lack thereof….But to the sure nervousness of the studio, and the potential discomfort of some viewers, Fincher and Sorkin chart a more treacherous course straight down the middle of Zuckerberg’s many contradictions, one in which there are no obvious winners or losers, good guys or bad–only a series of highly pressurized social (and genetic) forces.

Oh, dear, a treacherous course, well charted.

Lest I seem to suggest otherwise, I hasten to add that “The Social Network” is splendid entertainment from a master storyteller, packed with energetic incident and surprising performances (not least from Justin Timberlake as Napster founder Sean Parker, who’s like Zuckerberg’s flamboyant, West Coast id). It is a movie of people typing in front of computer screens and talking in rooms that is as suspenseful as any more obvious thriller. But this is also social commentary so perceptive that it may be regarded by future generations the way we now look to “Gatsby” for its acute distillation of Jazz Age decadence.

Oh, dear, Gatsby, and back to fabulous. May I have the envelope, please…

What to do then?

Here are BoomTown’s five steps to reclaim the ground in this seemingly surefire Hollywood invasion of Silicon Valley.:

1.) Even though he looked at me like I was tripping, I wasn’t kidding when I recently told Zuckerberg to attend the New York premiere. With me! (Elliot can come only if he keeps a lid on it.)

If Zuckerberg attends, he is the story, sucking the oxygen away from the movie itself, especially if he looks fly and laughs a lot.

A tux, going up to the actor who plays him and saying the resemblance is astonishing and general self-deprecation can go a long way.

Especially when you are the only one who ended up a soon-to-be billionaire, including the moviemakers and their bosses.

2.) Throw a movie night at Facebook for the staff–and make it a double feature with the excellent “Catfish,” about a scammer on the social networking site.

Then, lead a discussion group about the fact versus fiction. Ignoring this film, especially if it is a hit, does not make its impact go away.

Invite the filmmakers and all the players from back then to talk too–Winklevii alert, but this time Zuck has security! To be sure, this is a risky one, given Zuckerberg’s sometime awkwardness in public.

3.) Unveil all the original documents–and I mean all–about those years, making them available on Facebook for all to see. The Winklevoss case and others are settled now, so there seems little need to hide what was clearly a rocky start.

If Zuckerberg and Facebook truly believe in transparency, use the movie to get it all out there and be done with it.

4.) The ignoring-it option seems only available to an island like Apple (AAPL) CEO Steve Jobs, who truly does not care what people think of him. On the other hand, Zuckerberg surely and clearly does.

If he wants to take the company public, why not practice with intense scrutiny here, as these incidents at the origin of Facebook are still not purged from the company.

5.) After it’s all over, live well. It’s apparently the best revenge. (Also, at least “The Social Network” is going to be much more interesting than the Google (GOOG) Movie.

Yahoo has been trying of late to double down on its digital content hegemony–from buying social media maker Associated Content to a range of new initiatives such as Upshot, an effort to delve deeper into the new push to determine content selections based on search.

And now, it’s also trying to take over the old-dead-trees part of the equation with the publication of a massive style guide about new media publishing, which came out earlier this month, titled “The Yahoo! Style Guide: The Ultimate Sourcebook for Writing, Editing, And Creating Content For The Digital World.”

The hefty tome was edited by Chris Barr, Yahoo’s senior editorial director, who told me in an interview last week that the company was trying to create the Associated Press Stylebook–which has been the classic standard for traditional media–of the next era.

“Things in editorial have changed so much in how content is created and published, so we felt the digital space had to have a definitive guide to deal with a whole new set of issues,” said Barr. “And we felt, given how big a role we play in online content, that we really were in a position to do that.”

Indeed, and here is a little video tribute I did using the book:

]]> http://allthingsd.com/20100723/video-boomtown-gets-blogging-tips-from-yahoo-actually-from-its-new-style-guide-that-is/feed/ 0 http://allthingsd.com/20100519/video-sports-illustrated-shows-off-a-google-ready-magazine/ http://allthingsd.com/20100519/video-sports-illustrated-shows-off-a-google-ready-magazine/#comments Wed, 19 May 2010 18:12:18 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=19692 Sports Illustrated hasn’t come to Apple’s iPad yet, but the magazine is already showing off a new version of its future: A digital version designed with Google in mind.

This one, which Editor Terry McDonell showed off at Google’s I/O developer conference today, looks a whole lot like the one the publisher says it is bringing to Apple’s gadget soon. The real difference here is the way readers/buyers get their hands on the thing: Rather than buying it from Apple’s App Store and downloading it to your iPad, you would access it via your Web browser, after purchasing it from an app store Google manages.

For most users, this may not matter very much. Regardless of which store you buy it from, the magazine should function the same way. (Don’t get hung up on the fact that it’s a Web-based app.)

But for publishers like Time Inc., the Time Warner (TWX) unit that puts out Sports Illustrated and titles like Time and People, it’s potentially a big deal: It opens up a much wider audience for the company’s publications, since they should work on any device that supports Google’s Chrome browser. Just as important, it gives Time Inc. another vendor to work with, one that might be willing to grant it concessions Apple (AAPL) won’t–like control over subscriber information, perhaps.

But all of this is a little speculative, as neither Time Inc. nor Google (GOOG) has released concrete details about the app store or the magazine. But the hope is that both will be ready in the fall.

Meantime, here’s McDonell’s presentation. He’s introduced at the event by Sundar Pichai, Google’s vice president of product management.

And here’s cleaner version of a similar demo, which McDonell taped in advance:

This doesn’t look remarkably different from the tabletized magazine demos Time Inc. and Sports Illustrated have shown off before. That is, SI (and mag publishers in general) are still primarily concerned with porting their printed product to digital form, adding some audio and video, as well as selected links to the Web. This makes sense given that both demos were produced with the Wonder Factory design shop.

See for yourself: Compare and contrast today’s demo with the one SI showed off last fall:

]]> http://allthingsd.com/20100519/video-sports-illustrated-shows-off-a-google-ready-magazine/feed/ 0 http://allthingsd.com/20100121/fortune-takes-another-run-at-its-website-with-a-high-profile-hire/ http://allthingsd.com/20100121/fortune-takes-another-run-at-its-website-with-a-high-profile-hire/#comments Thu, 21 Jan 2010 12:12:06 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=15288

Here’s what qualifies as a man-bites-dog story these days: A big mainstream business publication hiring an experienced business journalist.

Weird, right? But true: Fortune magazine has hired veteran writer Dan Roth to run and revitalize the title’s Web site. He starts as managing editor next week.

This qualifies as news because:

• Big magazines–and business titles like Fortune in particular–have been shedding jobs, not creating them. Roth, for instance,was a victim of layoffs at Condé Nast’s Wired magazine last fall–just after he published this excellent and sobering analysis of Demand Media, in which he describes what its ascent says about the future of “content creation.”
• Fortune hasn’t done much with its site for some time. So rehiring Roth, a well-regarded writer and editor at the magazine from 1998 to 2006, signals that it has ambitions to do…something with it.

For the past several years, Time Warner’s (TWX) Time Inc. has allowed Fortune to more or less languish on the Web, while letting its CNNMoney.com site do the digital heavy lifting for all things business, which it does pretty well, attracting more than 13 million unique monthly visitors, per comScore (SCOR).

Fortune.com, meanwhile is minimally staffed and serves primarily as a repository for the magazine’s print stories, the occasional special package and a steady stream of updates on Apple (AAPL) from the prolific Philip Elmer-DeWitt. Put it this way: Roth won’t be displacing anyone by taking the top editorial job at the site, because the site hasn’t had a full-time edit person running it for a couple of years.

But now, though Roth won’t say so out loud, it appears that the Time Inc. braintrust has decided to reinvest in Fortune.com and will give him the ability to make more hires. Here’s his more modest description of his job description:

I think Fortune has the chance to take what it does best–covering the most important companies and business people–and reinterpret that for the Web. The goal is to take the intelligence found in the magazine’s long-form features and make that voice and worldview work in a shorter form and at a faster pace.

Disclosure: I worked with Dan for a few months way back in the late 1990s, and he interviewed me when he wrote about my last employer a couple years ago. It’s a good read.

]]> http://allthingsd.com/20100121/fortune-takes-another-run-at-its-website-with-a-high-profile-hire/feed/ 0 http://allthingsd.com/20090724/businessweek-explains-why-businessweek-is-for-sale-its-a-money-pit/ http://allthingsd.com/20090724/businessweek-explains-why-businessweek-is-for-sale-its-a-money-pit/#comments Fri, 24 Jul 2009 12:44:05 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=9685 Earlier this year, a top BusinessWeek editor assured me that McGraw-Hill wouldn’t part with the publication–because even if it was losing money, it was still a trophy asset for the publisher. But perhaps my source didn’t comprehend how much money his employer was actually losing.

Now we know. BusinessWeek’s Jon Fine talks to people who have seen the black book for BusinessWeek, which McGraw-Hill (MHP) has indeed put on the block. The numbers are brutal. Fine:

The data state that BusinessWeek lost around $20 million on revenues of $147 million in 2008, and that slightly smaller losses are projected in 2009 on revenue of around $135 million. These losses do not, however, include key corporate overhead items, such as rent and certain infrastructure-related costs. When all those items are factored in, the total loss figure essentially doubles, said two executives who saw the data.

Not surprisingly, those numbers seem to have scared off every traditional publisher that might be a logical buyer. The list of nonacquirers includes Time Warner’s (TWX) Time Inc., News Corp. (NWS) (which owns this Web site), Bloomberg and Thomson-Reuters (TRI).

So who does want this thing? Fine suggests that Open Gate Capital, the private equity firm that bought TV Guide for $1 plus debt last year, may be up for a similar transaction. Another possibility: Billionaire Bruce Wasserstein, who’s already shown a penchant for high-profile properties, like New York magazine.

]]> http://allthingsd.com/20090724/businessweek-explains-why-businessweek-is-for-sale-its-a-money-pit/feed/ 0 http://allthingsd.com/20090721/how-to-survive-the-media-meltdown-imagination-enthusiasm/ http://allthingsd.com/20090721/how-to-survive-the-media-meltdown-imagination-enthusiasm/#comments Tue, 21 Jul 2009 14:17:24 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=9487 Still have a job in media? Looking for a wee bit of inspiration in a gloomy week in a miserable year? Here’s a free pep talk, courtesy of Forbes.com editor Paul Maidment.

There’s nothing newsworthy in this memo, sent out last week in the wake of Forbes.com CEO Jim Spanfeller’s departure. There’s no staff-shuffling detailed, and no grand strategy revealed. It’s really not much more than a “keep your head up.” But things are dour enough these days that even that counts for something, I think.

The sun has risen. Another day. We kick on. Our audience knows little and probably cares less about our internal organization. What they do care about is that we continue to serve them with indispensable journalism in that forthright, robust way that is our hallmark.

The late Jim Michaels liked to say that a Forbes story made readers richer or smarter. Smarter, certainly, about the world around them and understanding the choices they’ll be facing; smarter at running their business and career; smarter at investing, and smarter at enjoying the rewards of success. But a Forbes story can also make readers richer in spirit, heart or mind. Richer/smarter remains a good lens to look through at all we do.

We celebrate entrepreneurism all the time, and we should look for that same spirit in ourselves. You don’t need me to tell you that our industry is changing beyond all recognition, both in its forms and in the business models that pay for it.

We now compete for the time of busy people with a whole range of new competitors with an equally broad range of journalistic standards, approaches and ways of paying for what they do. Now more than ever, we need to be flexible and open to how we think about our journalism, and to question past assumptions about how we work — holding fast to our core principles and never putting the trust our audience has in us and our brand at risk — but being ready to experiment with how we create and distribute our journalism.

Not every one of those experiments will work. We shall have to be disciplined in measuring their relevance and usefulness to our audience, and bury our losers while cultivating our winners.

As at every publication, there are serious constraints now on our resources, but there are no restrictions on our imagination, enthusiasm or editorial entrepreneurship beyond those we impose on ourselves. We all still have to do our day jobs, make sure our audience is served in the most forthright way we know how with great journalism, and help support a business underneath it all to pay our salaries.

I learned long ago that there is nothing like robust cash flow to support robust journalism. We shall still have to set priorities for what we can take on, but I am sure I speak for [Forbes magazine editor] Bill [Baldwin] and all our senior colleagues when I commit to do all I humanly can to get as many of the best of your new ideas in front of our audience as we can.

We are a publication across all our media for people in business, rather than a business publication, which lets us range wide in what we cover an how. We now have a broad audience comprised of many overlapping sub-audiences, but all seeking in various ways that Forbesian voice, insight and timely wisdom that we offer.

We need to stay relevant to every one in a changing and challenging world. So let’s kick on with vigor and imagination to make as large an audience as we can richer and smarter however we can. ‘Cos that is what we do. And our audiences deserve no less.

[Image credit: Eye of einstein]

]]> http://allthingsd.com/20090721/how-to-survive-the-media-meltdown-imagination-enthusiasm/feed/ 0 http://allthingsd.com/20081119/time-inc-layoffs-cottage-living-yesterday-hundreds-today/ http://allthingsd.com/20081119/time-inc-layoffs-cottage-living-yesterday-hundreds-today/#comments Wed, 19 Nov 2008 16:38:27 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=1207 Time Inc. is cutting something like 600 employees, but for the past few weeks it has been doing so in small steps: 10 here, 30 there. That will change today, reports the New York Post’s Keith Kelly, when up to 250 people at Time Warner’s (TWX) magazine unit are expected to get pink-slipped.

Kelly’s number for today “may be on the high side,” a person familiar with the matter counsels me. In any event, I expect to have more details later in the day. As always, I value your input, and I keep all correspondence anonymous: peter@allthingsd.com.

In the meantime, an update on this week’s cuts: I’m told Time Europe editor William Green and senior editor James Graff were laid off via phone yesterday, and that more cuts in the London office are expected today. And four-year-old Cottage Living magazine has been shut down, which means that 38 out of 47 people who worked on that title are out of work; the remainder will be placed elsewhere in the group. Announced along with the job cuts today were the departures of executives from Cooking Light and Southern Progress. Chris Allen, Senior Vice President and Publisher of Cooking Light is resigning his position, as are Southern Progress execs Bruce Akin, Karla Hardy and Dick Gardner. Here are the memos:

November 18, 2008

To:Time Inc. Employees
From:Sylvia Auton
Re: Cottage Living Magazine

I regret to inform you that we will no longer be producing Cottage Living magazine. The November/December 2008 issue, on newsstands now, will be the magazine’s last. Cottageliving.com will also shutdown. However, the company will keep the brand alive in one of its other leading shelter titles and these plans will be finalized over the next few weeks.

Since its inception, Cottage Living attracted significant advertiser support and fostered a loyal following among readers. However, the economic downturn has particularly affected the shelter market and while the brand was genuinely loved by readers and advertisers alike, the economy inhibited its ability to grow and therefore, sadly, we had to make the decision to close it.

Cottage Living launched with a unique editorial mission. Its readership celebrated community and character over conformity, personality rather than perfection, and informality instead of pretension. The brand’s tagline: ‘life just right,’ showed how one could ‘live large,’ even luxuriously, in a lighter footprint.

Launched in September 2004 with a circulation of 500,000, the brand quickly grew to 650,000 in January/February 2005. One year later, Cottage Living increased its rate base to 900,000, and then to one million in January/February 2007. Cottage Living also produced many one-time special-interest publications including Cottage Christmas and Cottage Makeovers.

Cottage Living also received many industry accolades including AdWeek’s ’2005 Startup of the Year’ and Advertising Age’s ’2005 Launch Worth Watching.’ It was also named to AdWeek’s ‘Hot List’ 10 Under 50 list for two consecutive years: 2006 and 2007.

I want to thank the many dedicated and talented Cottage Living staffers. It was developed, edited and published by some of the best talent in the business and we can remain proud of its many achievements.

S.A.”

---

Subject: Staff Announcement
To:       Lifestyle Business Unit Employees
From:   Sylvia Auton and Steve Sachs
Re:       Staff Announcement  

With the departure of Bruce Akin, we’re pleased to announce that Bruce Larson will assume the role of Senior Vice President and the lead executive in charge of SPC operations for Time Inc. He will be responsible for the general management of all operations in the Birmingham office, Oxmoor House and Southern Living at HOME.

Bruce joined the company in 1991 as a manager of corporate reporting. Over the last 17 years he has been promoted numerous times and has held jobs in a variety of areas, from corporate accounting to IT to consumer marketing and production.

During his tenure with Southern Progress, Bruce has shown outstanding decision-making and leadership skills and has been a key player responsible for the strong financial growth the company has enjoyed over the years.

Please join us in congratulating Bruce on his new assignment.”

---

To:  Southern Progress Colleagues
From:  Bruce Larson

I regret to announce that two longtime, trusted Southern Progress colleagues, Karla Hardy and Dick Gardner, have decided to retire at the end of the year.

Karla has been a steady presence in our advertising production circles ever since she joined the company in 1977 as advertising traffic manager for Progressive Farmer. In 1985, she accepted a position as assistant to the editor and advertising/production coordinator for Southern Living Classics, which merged later that year with the newly acquired Southern Accents, where she eventually moved up to advertising production manager. When we launched Coastal Living, Karla began working on both titles, and in 2007 she began helping manage advertising production for Cottage Living as well. And let’s not forget her work on Entrée. With her incredible depth of knowledge of advertising production and her keen eye for detail, it’s no wonder that Karla is so highly regarded. She knows how to best position each ad for space efficiency and visibility, and she knows how to work with our sales staff and advertisers to ensure that everyone is happy with the outcome.

Dick began his Southern Progress career just nine months after Karla, back in 1978. He spent the first 13 years of his SPC career on the corporate side, managing building operations, office services, and purchasing, before moving to the magazine side of the business as financial manager for Southern Living and Southern Accents. In 1995, he was named general manager of Southern Accents. One short year later, he added responsibility for the soon-to-be-launched Coastal Living. In 2004, he was named vice president and general manager for Coastal Living alone, and in 2007 he took on the GM role for Cottage Living as well. Dick is well respected for his wisdom, leadership. and kindness, not to mention his astute business sense. He knows his titles—and his staff—inside and out and never fails to find the right solution to any challenge. Plus, he has a great sense of humor.

There have been several times over the years when both Dick and Karla have been counted on to work on more than one title—a sure sign of how highly they’re valued around here—and each did so while managing to maintain a positive, calm outlook. Please join me in thanking them for all they’ve done for us and letting them know how much they’ll be missed.”

---

Subject: Staff Announcement
To: Lifestyle Business Unit Employees
From:  Sylvia Auton
Re:  Staff Announcement

After careful consideration, Chris Allen, Senior Vice President and Publisher of Cooking Light, has decided to leave the company.

A 26-year veteran, Chris first joined Cooking Light in 1991 as eastern advertising sales director and quickly rose through the ranks. Chris’ leadership and expertise resulted in enormous successes for the Cooking Light brand: Under his direction, Cooking Light has grown to become the world’s largest epicurean and healthy lifestyle magazine.

During his tenure, Cooking Light was named to AdWeek’s Hot List four times, Advertising Age’s ‘A List,’ Capell’s Circulation Report’s prestigious ‘Triple Play Award’ three times, and ‘Most Notable Launch of the Past 20 Years’ awarded by Media Industry Newsletter and Samir Husni in 2005. Chris also presided over the launch of several groundbreaking marketing campaigns, including The Cooking Light Cruise, the Cooking Light Fit House, and Cooking Light Supper Clubs.

An avid cook and exercise enthusiast, Chris lived the Cooking Light brand. He’s also a rock star: The Cooking Light band, Way Past Close, has performed throughout New York City and Birmingham to clients and colleagues.

Earlier in his career, Chris spent eight years at PEOPLE rising from salesperson to New York divisional sales manager.

Please join me in thanking Chris for his many contributions to Southern Progress and Time Inc. and wishing him the very best.”

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