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Meet the Internet: Joe and Jane the Publishers

2016 IAB Small Publisher Conference & Fly-In 1

It’s not often that we stop to think about the people behind the online content we adore. How often have you found yourself following a twisting road of hyperlinks that began with a quick search or social post, and ended on an unexpected, thought-provoking, inspirational, or hilarious story from a creator previously unknown to you? In my own experience this is a daily phenomenon – a small adventure through the most comprehensive collection of content ever known.

There is no arguing that the diversity, quantity, and quality of the content at our fingertips has never been greater. As a result, the pace of innovation is accelerating and anyone, regardless of geography or background, can strike a chord with a global audience. But in this vast online universe where ranking has become more important than a face and a name, it can be easy to lose site of the humanity behind the Internet.

It was with this idea in mind that in 2009 the Interactive Advertising Bureau launched the Long-Tail Alliance, an initiative to give voice to small ad-supported, publishing and technology sites in the digital ecosystem. Today, the Long Tail Alliance comprises more than 1000 publishers across 46 states.

One of the signature events of the Long Tail Alliance is the Annual Small Publisher Conference and Fly-In in Washington, DC, during which digital creators from across the country descend on the nation’s capital for education on the latest topics in digital, and to meet with members of Congress and their staff. As Randall Rothenberg, President and CEO of the IAB, said about the fly-in, “We wanted the Long Tail Publishers to use their voices to speak to their members of Congress about what interactive means to them, their employees, and their families. Small businesses have been created and transformed in massive numbers across the U.S. with the advent of the ad-supported Internet.”

Now in its eighth year, the Small Publisher Fly-in continues to be one of the most important IAB events of the year. Hundreds of small publishers have visited Capitol Hill to explain the online advertising ecosystem and discuss the policies impacting their website. The relationships and takeaways from this two-day event last for years as members of Congress have the opportunity to put a face with a website and meet the real creators of the World Wide Web. As a result, the next time Congress considers new rules on Internet privacy, international trade, or taxes, they are able to better understand the value of advertising and avoid creating policies that disproportionately hinder publishers, large and small.

If you’re a small publisher and interested in joining us for this year’s event on May 23-24, it’s not too late to sign up! Visit the 2016 Fly-In event page for more information and to register, or email me at [email protected] with questions about the Long Tail Alliance.

Authors

Author
Alex Propes
Former Vice President, Public Policy & International
at IAB