Measuring Outdoor–(NYT) The Traffic Audit Bureau is developing better ways to measure outdoor advertising, which cannot be Tivo-zapped or avoided. According to Jon Mandel, chief executive at the NielsenConnect unit of the Nielsen Company in New York“There’s a little something called the Internet, something that all other media are trying to get as accountable as.” CIQ: The article predicts the growth of outdoor once there are better metrics. This, we predict, will be a boon to online, which has been compared to outdoor since inception.

IBM Tells Media Companies: Loosen Grip on Content— (Media Post) The report from IBM’s media consulting arm advises media companies to allow their content to be used creatively in mash-ups and overdubs. It also recommends developing new content for the digital medium rather than serving old wine in new bottles. CIQ: Right on target.

Pay Model to Eclipse Ad-Supported Video Downloads–(Financial Times) According to Adams Media Research consumers will spend approximately $4.1bn a year on films and television programmes – a significant increase on the $111m spent in 2006. Providers using ad-supported distribution, on the other hand, will likely see revenues of only $1.7bn annually, compared with $409m last year. CIQ: This makes sense, once I can search TV like the Internet for the content I want and download it immediately. A missed point: what about new content forms invented just for online?

Private Equity, Not Ad Firms, Invest in iShops–(WSJ) AKQA and Digitas are the latest examples of internet ad shops receiving large infusions of VC money. The big ad holding companies are slower to invest. CIQ: Ad agencies may share the same fate as print media if they do not invest in the digital future.

So Much Video, So Little Money–(Ad Age) Websites are chock full of streaming video content. But the biz is still in search of an ad model. CIQ: This space needs more organization, editorial input, and directorship. Once there is a content framework instead of a free-for-all an ad model will be easier to see.

UCG for the Rolex Set: Google Docs–(Information Week) It’s a little-known Google site where you can upload and collaborate on documents and spreadsheets. For instance, using this free site, several people can collaborate on a business plan, book, classroom project. The audience? Half a million people. A third of them earn $100K plus. Three-quarters earn $50K plus. CIQ: Here is the basis for an ad model.

New Comic Book Hub for MySpace–(Media Post) Demonstrating that the web these days is not all about video, MySpace is tapping into the popularity of comic books in their new hub. There have already been sponsors like Jeep, Mazda and Chrysler. CIQ: We believe organzing priciples like this will bring a much needed order to the UCG world

Content Recognition Software Brings Accountability–(NYT) Almost unbelievably, new software can identify copyrighted content from a blurry video clip dubbed in Chinese. MySpace is employing Audible Magic’s solution. While You Tube, after having blown off their self-imposed January deadline to begin filtering, sits on the sidelines. CIQ: The question is, will the audience go elsewhere to sites with no filtering once accountability arrives?

Online Provides 60% of Revenue for Oslo Newspaper–(NYT) The company credits its success to being willing to canabalize an existing business, which it saw as eroding, to create a new business online. CIQ: Some may argue you can do this in Norway, which is a small country. However, the equivalent in the US is local newspapers. These are the properties needing digital investment.

CPG Becomes Filmaker–(Brandweek) A unit of Johnson & Johnson is launching a documentary that follows people with Crohn’s disease, rheumatoid arthritis, and psoriasis. The film will mention not mention the company’s drugs. CIQ: This is an emergence phenomenon, brands getting into the business of content development.

 Video Sites Pay for Content–(NYT) In an effort to increase the quality of video downloads, some sites are paying content creators. CIQ: We feel this trend will continue, creating new formats, perhaps, and lots of new channels for content producers.

Toys Follow Kids Online — (Chicago Tribune) From the NYC Toy Fair, toys on display come with USB cables, allowing kids to plug in and expand the creative experience. For example, MGA Entertainment Inc., the maker of Bratz dolls, unveiled Web-Pups under its Rescue Pets brand. The plush dogs come with registration codes that children input onto the site Web-pubs.com to access games and activities.” CIQ: Kids don’t see the same boundaries adults do in terms of wired/unwired. I can imagine a kid wanting to text message her pet rock during the day to check in on how it’s doing.

MTV Lays Off, Shifts Dollars into Digital— (NYT) The network is downsizing its workforce by 5.5%, saying it must use the dollars to invest in the digital future. CIQ: Evidence of the pain digital is inflicting on traditional media outlets. Current business is shaky, and yet there is growing need to invest in online. The dollars have to come from somewhere.

Belgian Court Rules Against Google–(Media Post) For posting article headlines and snippets of articles for which users would normally need to pay. CIQ: US courts are less likely to rule this way. This case brings up two critical points. (1) We are dealing with the “world wide” web. A company that wants to catalogue all human knowlege can’t have the caveat “except Belgium.” (2) The case points to the need for an overall subscription model (like cable) which would dole out payments to copyright holders.

Short Films for Small Screen –(San Jose Mercury News) The wireless industry is seeking out filmmakers to produce short-form movies for the small screen. CIQ: An interesting new form is being born. See The Medium Affects the Content.