Andy Hoefer Remembers Larry McGehee

My friend, classmate and Fraternity brother Andy Hoefer wrote this beautiful piece on Larry and his passing.

Andy is now the Marion L. Brittain Fellow at Georgia Tech’s School of Literature Communication and Culture and recently became a Ph.D. himself.

Well worth your time…

I’ve been thinking about Larry today, and I keep coming back to two things he said to me, once and many years ago, the other, frequently and as recently as a few months back.

The first came during my final semester at Wofford. That term, my Thursday nights had an odd rhythm: from 3 until 7 or 8, I spent in Larry’s Religion 340 seminar. About 6:30, I mentally checked out, consumed with the bacchanal that awaited. From 8 or 9 on, I drank. Heavily. Larry, a veteran teacher and a former fraternity boy himself, saw right through me. And he never confronted me about it; that wasn’t his way. He dropped a hint, though, and one day, began a sentence with a prepositional phrase that remains burned into my brain: “Andy, when you’re ready to really pursue the life of the mind….”

I have no idea what followed. I was too consumed with the idea that, apparently, something called “the life of the mind” existed, and in a few months, I had already evinced the fact that I was not yet ready for it! And thus, my academic career began in earnest. I wanted to know what the hell he was talking about. And I wanted to prove to him that I could handle it.

And yet, what I ultimately learned from Larry was not a lesson about hardwork, or seriousness, or intellectual rigor, but a lesson about love. Larry McGehee loved as fully as anyone I know: his family, his students, history, literature, food, music, all of it. And though I can’t remember the topic of our last conversation, I do remember how it ended: Larry said, “Love you,” and I repeated the words stiffly, uncomfortably. I know this because our conversations always ended this way; each time we talked, the words came a little more easily for me, but never with the ease that Larry offered them.

As I’ve thought about Larry for the last few weeks, I’ve realized that the love Larry expressed for each of us and the deep and abiding concern for rigorous intellectual and academic pursuit were not two distinct concerns, but in fact, facets of the same impulse. And if I learned anything from him, it’s that a love of ideas and a love of those around you are the same thing. Larry taught me that the life of the mind didn’t preclude a life outside the mind–a life rich in family, invested in community. For Larry, knowledge should be sought in service to others. Intellectual pursuit, he taught me, is invigorating, but it is really only of substance when we share those ideas with others, and when we listen to others (something he did so much better than I do). Inquiry should be like prayer, and the exchange of ideas a sort of communion: we should think hard about things, and our questions should push us beyond the regular limitations of understanding and closer to divine elements within ourselves. And we must not keep to ourselves rather, we should rejoice in the exchange of ideas and in the possibility that we might transcend the divide between the Self and the Other. When we do this–when we ask questions relentlessly, when we thrill in the pursuit of knowledge and the exchange of ideas, and when we begin to use those ideas to improve ourselves and the lives of those around us–we realize the best of ourselves. I can’t imagine anything closer to the ideal of agape than that.

Larry never seemed to far from the best of himself, and while he’d probably hit me for saying this, that quality brought him as a close to saintliness as I’m likely to encounter in my life. I miss him already.

Prof. Larry T. McGehee Obituary

I’m still processing all of this. I’m realizing (more than anything), I’ll be processing this for a very long time…

10/27/2008

SPARTANBURG, SC– Dr. Larry Thomas McGehee, 72, died Saturday, Oct. 25, 2008, at his residence. Born May 18, 1936, in Paris, Tenn., he was the son of the late George Eugene McGehee and Margaret Thomas McGehee. He was educated in Paris, Tenn., public schools, and was a graduate of Transylvania University and Yale University. He was retired vice president and professor of religion at Wofford College, former chancellor of the University of Tennessee at Martin, and former administrator of the University of Alabama. Dr. McGehee was an ordained minister of the Christian Church (Disciples of Christ), a member of Phi Kappa Phi, Phi Beta Kappa, and Kappa Alpha Order. He wrote a weekly column, ‘Southern Seen’ for more than 100 newspapers.

Survivors are his wife, Elizabeth Boden McGehee; two daughters, Elizabeth Hathhorn McGehee of Baltimore, Md., and Margaret Thomas McGehee and her husband, Daniel Paul Parson, of Clinton, S.C.

A memorial celebration will be made public at a later date.

In lieu of flowers, memorials may be made to the Elizabeth B. and Larry T. McGehee Endowed Scholarship Fund at Wofford College, 429 N. Church St., Spartanburg, S.C. 29303; to the Library of Transylvania University; or to the Library of the University of Tennessee at Martin.

An online guest register is available at www.floydmortuary.com.

Wofford College President Benjamin B. Dunlap expressed his thoughts about Dr. McGehee:

Larry McGehee was many things, as can be said of most highly accomplished people. But, in his heart, he was a classicist—it was he who coined ‘A Classical College’ as a tag-line for Wofford. By classical he meant more than a fondness for tradition. He meant a passionate devotion of the best that has been thought and said. After becoming president, I often referred to Larry as ‘our wise old Nestor,’ and, recognizing the Homeric allusion, Larry always smiled.

Larry was also an ordained minister and a theologian, and, if Saint Paul was right about faith, hope and love, Larry not only excelled in all three departments but agreed that love was the one that mattered most. He loved his family, he loved the South—especially Kentucky—and he loved Wofford College. Only his students over the past decade can truly say how much he loved those he met in the classroom, but nothing could have pleased him more than their decision to create a scholarship at Wofford in his name. On the last day of his life he watched a Wofford football game, not because football was of paramount importance to him but because one of his students was playing on the team.

Larry was a friend to all of us, and his death causes us great grief. If I might say something to make Larry smile again, it would be to note that, in addition to his two beloved daughters, he also had many sons whom he had taught and advised in the manner of wise old Nestor. And, having said that, I would add a classical reference from Homer that describes the rough and often tragic efforts of the Greeks who’d fought at Troy to find their way back home: ‘Only Nestor, who had always shown himself just, prudent, generous, and respectful to the gods, returned safe and sound to Pylus, where he enjoyed a happy old age, untroubled by wars, and surrounded by bold, intelligent sons. For so Almighty Zeus decreed.’

Welcome home, old friend.”

Wofford College – Obituary: Dr. Larry T. McGehee

Decline in Ad Clutter and Affiliate Marketing

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There are lots of hands being wringed as large advertising agencies figure out what to do with declining advertising budgets. One meme that keeps popping up is “targeting” or “drilling down” to find the most pre-qualified traffic.

One thing is clear…smart affiliate marketers have known not to clutter their pages with irrelevant or poor performing ads for years. What affiliates have learned is that clutter itself isn’t necessarily the problem. The problem are the offers or sites being linked to and diluting the overall responsiveness of the site and its visitors. Choose wisely when placing ads.

As the CPM market continues to tank, look for more “revelations” from the Madison Ave types as they “uncover” the types of methods that affiliates have been successfully using in the direct cost per action or rev share market for a while now.

A new piece in AdAge today lays out some of the resulting brush clearing around ad cluttering on the web:

Some Respite for Consumers as Ad Clutter Clears on Web – Advertising Age – Digital: “Yes, the land of aggravating pop-ups and automatically expanding rich media is cleaning up its act. In aggregate, web surfers are exposed to 12% fewer display-ad impressions per page view than they were a year ago, according to ComScore AdMetrix data. Whether it’s a purposeful improvement or by default, one thing is clear: For consumers and advertisers, it’s a good thing.

Dynamic Logic has been looking at clutter for a while and has found it reduces the likelihood of a message getting through. Last year, a study conducted with Dynamic Logic, Starcom and DoubleClick found that a 15% increase in ads on a page results in about a 10% decline in click-through rate. The study took into account how much video or rich media was on a page since it can also be perceived as clutter. Additionally, Starcom figured in quality, as bad ads can create a perception of higher clutter. “

Again, I’m not sure how this is surprising. Of course, I don’t work in the branding world either, so common sense is a big part of my success metric. Surely, clutter can kill. But don’t mistake options and aesthetics for performance.

Mahalo Launches Loyalty Program Reminiscent of 1999

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Last week, Mahalo CEO Jason Calacanis announced the search/discovery startup was cutting 10% of its staff (or 6 people) as the economic downturn continues to cause nervousness in Silicon Valley.

It looks as if Mahalo is searching around for revenue channels to accompany the $20 million raised in venture capital funding.

While playing with the new Mahalo interface I noticed that there is now a Mahalo loyalty program that seems to be based on visits alone…

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The text on that page reads:

“We track the number of pages people view and reward our most loyal visitors with prizes. We don’t track the specific pages people view.

The number of pages you’ve viewed is right below the search box in the upper right corner of the Mahalo homepage.

If you’d like to opt out of this program, click here.”

While this seems like a novel idea in the Valley, affiliate-minded companies such as UPromise, eBates, Cashbaq, Fatwallet, Microsoft’s JellyFish, iGive, ValueClick’s MeziMedia, etc have been in the loyalty space for years and have come close to perfecting (or at least experimenting enough to find a profitable margin) the loyalty paradigm.

Rather than basing the Mahalo Loyalty program solely on such an easily manipulated metric as visits or pageviews, Calacanis and Co would be wise to look at what these affiliates have done and how the combination of pageviews plus action committed produces a much better result than just pageviews.

Even Microsoft seems to be “getting it” with their Cashback platform (which is actually doing well according to the analytical sites). Of course, Microsoft and the loyalty affiliates rely upon a conversion of a purchase or subscription for success, but Mahalo could very well find paydirt by leveraging a loyalty program composed of its massive amount of content with a developing loyal user base and affiliate programs.

We’ll see how they develop things.

Mahalo Loyalty Program – Mahalo

YouTube Now #2 in Search: What Does That Mean for Affiliates?

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YouTube has passed Yahoo to become the #2 search engine…

TG Daily – YouTube surpasses Yahoo as world’s #2 search engine: “ComScore’s most U.S. search engine Rankings for August 2008 suggest that YouTube achieves a greater level of search traffic than Yahoo. If you were to consider YouTube’s integrated search a regular search engine, you would have to hand Google the top two spots for search engine traffic. In combination, Google has about four times the search traffic of Yahoo and more than ten times the search traffic of Microsoft’s MSN sites.”

What does this mean for affiliates?

Here are three initial thoughts:

1) Affiliate marketers need to be supplementing content with video (hosted on YouTube).

2) Affiliates need to be making sure that their video endeavors are viewer and keyword friendly. In other words, although it is great to load up your videos with highly sought after terms, you also need to make your video enjoyable, memorable and personable. Are you not that interesting? Hire someone or start reading blogs about marketers using video (like Jim Kukral‘s).

3) Think outside the text paradigm and implement (YouTube hosted) video anywhere you can in your affiliate campaigns.

I know affiliate marketers who spend tens of thousands of dollars a day on Yahoo and MSN, which are now behind YouTube in terms of search volume. You might not have thousands of dollars to spend on search, but you do have the time and creativity to make good (and even viral) videos. Be creative and explore. You never know what will catch on.

Google Doesn’t Hate Your Blogging Platform

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I saw, via FriendFeed, that Garry Conn had done a very informal “test” of how Google ranks its own Blogger blogging product over competitors such as WordPress.com by doing a simple search for “blog.”

Here are his results:

Does Google Hate WordPress and Other Blog Platforms?: “I don’t know why I did it, I guess I was just bored, but for some reason I decided to Google the term: blog to see what kind of results I would get. WordPress, TypePad or any other blog publishing platform is not mentioned on the first page results. In fact, the top ten results for the term blog have three instances that promote or have an direct affiliation with Google.”

The problem with this approach is that when I search for “blogs” using the same methodology as Garry, I get this:

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Sure, you can draw the assumption that Google “hates” WordPress, Typepad (even though Seth Godin’s Typepad blog appears in Garry’s image), etc from doing a search for “blog” but does that really mean that Google puts its own Blogger product ahead of other blogging platforms in its results? Of course not. WordPress.com (or .org) blogs are incredibly popular and easily to rank high in Google as are Typepad blogs, MovableType blogs, Tumblr blogs, Twitter micro-blogs, etc.

Yes, it’s 2008, but content is still king. Make good content yada yada. Stop worrying and learn to love the bomb.

Why You Should Avoid the Google Slap

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People in the online marketing world like to pound their chest and declare their independence from Google’s firm grasp over the online marketing landscape.

However, that’s just not a realistic business plan unless you have a boatload of venture capital as backup (or a trust fund).

I’m guessing most affiliate marketers have neither.

Pop!Tech: Is Larry Page the Ben Bernake of the Internet? | Design of the Times | Fast Company: “‘Google measures somebody’s reputational assets, turns it into a page rank, and determines search traffic,’ says Anderson. That traffic can then be converted to money. Think of the conversion this way: Links to page rank to search to traffic to ads to money. Like currency conversion rates in international banking, the conversion rate for reputation is now getting quite formal.

‘We now have a central banker for the internet economy,’ Anderson says. ‘Larry page is the Ben Bernake of the Google economy, since he controls page rank.’ “

In other words, (to paraphrase Willie Nelson) if you’re gonna dance at the affiliate marketing prom, you gotta pay the (Google) band.

Stay clean, stay away from paid links and paid posts and don’t rely too heavily on the tea leaves. In other words, make good use of Google’s WebMaster Central if you want to be successful.