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Thursday, January 05, 2006
The Most Interesting Press Release You Didn't See
"During the Christmas season, certain online search engine costs increased significantly over the prior year, and as such we made the decision not to pursue the resulting high cost order volume."
That comment was contained in the long first paragraph of a press release from FTD Group, the flower delivery people, that was issued at 5:54 E.S.T. last Thursday night, when almost nobody was around to care.
Now, I don't follow FTD closely, but its business model depends more than you might guess on internet searches—after all, somebody searching for "flowers" on Google is probably not doing deep scientific research into botany. They are very likely a guy, running late, kicking himself for putting it off until the last minute.
Indeed, Google the word "flowers" and you will find an FTD ad, third from the top:
Get it There Today. Fresh Flowers
Satisfaction Guaranteed-Order Now!
What is also interesting about the FTD release is that the company states that despite a pull-back in online ad spend and the resulting revenue shortfall, the company will still hit its EBITDA and earnings targets:
"As a result, despite this slight decline in order volume for the Christmas season, we are reiterating our EBITDA and EPS targets for the year."
This suggests that at least in the floral delivery category of online search, and assuming FTD is not just blaming an innocent bystander like some companies we could imagine, the marginal cost of a new customer has reached parity with the marginal profit from that customer. Which is not something anybody expected happening any time soon.
So what is FTD doing about this turn of events?
"…we have begun making additional investments in our marketing staff to help build a more diversified marketing portfolio. We believe these initiatives will enable us to regain our competitive position in the marketplace and continue to deliver long term bottom line results for our shareholders."
I'm not sure what it means to build "a more diversified marketing portfolio." 30 second spots on Howard Stern? Sandwich boards in Times Square?
Whatever it means, the fact that FTD says the cost of using "certain online search engine(s)" has increased so significantly that the company cut back its online marketing is worth investigating.
Therefore, the question before the house is this: is there any indication from anybody else who uses online search that online search is no longer economic in any field outside the flower delivery business at FTD?
Informed responses are welcome.
Jeff Matthews
I Am Not Making This Up
© 2005 Jeff Matthews
The content contained in this blog represents the opinions of Mr. Matthews. Mr. Matthews also acts as an advisor and clients advised by Mr. Matthews may hold either long or short positions in securities of various companies discussed in the blog based upon Mr. Matthews' recommendations.
27 comments:
- ron s miller said...
It can't be good news to Google.
- d reeves said...
Jeff -
Much of the cost of online ad placement comes from a company's success in turning site visitors into actual clients. Certain keywords can result in lots of site traffic, but if people using that keyword tend become buyers, it's just wasted money. This is on eof the main features of web analytics apps.
To really be successful, the marketing team has to be really creative and analytical, always trying out different keywords, measuring the results, and tweaking it to optimize ad spend per paying customer.
I don't know the specifics of FTD; but it's possible that they're just not as good at this as some other companies. Or maybe their website isn't as well designed, and fails to get people to purchase.
Just some ideas.
thanks for a great site.
- POLANDSPRINGENEMAS said...
I think FTD is a bad example. Who doesn't know about FTD and 1800 Flowers? Who would use google or any other search engine for that? Or simply - you may use google to find the actual website - so you'd just put in those words.
(think about it - would you use google to find light bulbs? no, you'd just go to GE or Philips)
Internet search is for finding a "Rififi" poster or X-men #56 - not major known commodities like flowers or light bulbs.
- tfp said...
This probably isn't the case but...
via http://bigpicture.typepad.com/
- cdub said...
I think FTD is a great example, and could pose a problem for PPC ads. People searching for flowers are ready to buy them. Period. You're not browsing for fun, or to get ideas. My guess is that a large percentage (at least large relative to other types of sites) of traffic to FTD turns into actual sales. My guess would be that IF FTD isn't seeing traffic that turns into sales, it is mainly because of click fraud...not becuase people decide not to buy anything. Who goes to an online flower shop to check out the latest bundle of tulips??
- Tahoe Kid said...
Search engines work for an important reason-people will take the path of least resistance/max. convenience to find what they are looking for. In other words, they are lazy. Using the light bulb example, what is the url for GE light bulbs? (www.gelighting.com) Or for Phillips? (www.nam.lighting.philips.com/us)Search engines make the process of finding that information very easy and it's free. One of the best examples of this type of consumer behavior is the car wash business. Everyone knows how to wash their car. And everyone knows that it's much more expensive to pay someone to wash your car, but we use them just the same because it's easier. That's why search engines are so popular.They work and the price for the user is free. Never used FTD online. Have always used 1-800-FLOWERS myself. FWIW.
- A said...
I've been to FTD site and never bought flowers from them - I kind of always shop around, and their prices were through the roof compared to some smaller competitors. I'll have to do it again soon, so I'll pay a bit more attention.
Small Investor Chronicles
- A said...
Oh, and i always use a search engine to find flowers, even though I have a bunch of bookmarks already because there may be new companies, sales, etc.
- dkman said...
The question this begs for me is how do search engines get compensated for placing an ad or a link. The potential options I see are:
1) Get paid each time the ad/link is displayed on a page
2) Get paid each time someone clicks on the ad/link
3) Get paid a percentage of the sale generated as a result of a customer clicking on the ad/link
Does anyone know? Can it be a combination of the above?
If FTD (and potentially other advertisers) thinks that marginal return from each new customer is diminishing, will this prompt them to re-allocate more of their advertising budget to a pay-for-results scheme (like #3)?
- hundredyearstorm said...
Jeff and others, I suggest reading this month's Hi Tech Strategist by Fred Hickey. He has a pretty devastating take down of GOOG. Keyword prices for all things mortgage and debt related are costing north of $20 per click, and Hickey asks, in a consumer recession, what are those clicks worth? 50 cents? $1? Given that the price of keywords is determined by auctions, and that auction markets tend to exhibit manic moments of euphoria, and that every marketing officer now HAS to be in the paid search game, it seems pretty likely that there is a "bubble" in keyword prices. Google is a media company tied to the state of the advertising market which in turn is tied to the state of the consumer economy. For all the great things Google does, it cannot escape this reality, and thus when the inevitable slowdown in consumption occurs, the operating leverage of Google's model will cause lots of pain. Oh heck, what do I know, GOOG to $700!
- Harry DeMott said...
Jeff- I had heard a similar comment from Provide Commerce back in the fall (PRVD). The CEO claimed that search costs had reached parity with off line marketing costs, and that they were switching a lot of their budget to catalogs. On the other hand Meridith CEO claimed that magazine subcription acquisition costs were in the $4 per sub range compared with offline at $17 per sub. Hearst has confirmed this in some conversations I have had with them vis a vis IVIL. I guess what it tells me is that some categories of commerce are quite efficient and others are not.
- black bart said...
eBay's Bill Cobb "paid search as a 'bubble'"
- The Claw said...
NFLX said this three or four quarters ago when they shifted ad dollars over to television. I believe that SAC subsequently fell. There is some aspect of short and long term customer payback here. If its a category where the advertsier expects to lose money on the first transaction than cutting customer acqusition in the near term can impact margins. However, if an acquired customer orders multiple times, over their life as a customer they could still be very valuable. It's a function of growth, SAC, GP per order, frequency, etc. That said, flowers strike me as a one and gun relationship without much recurring revenue.
- Meg & Tom said...
google gets paid when a searcher clicks on the advertiser's ad.
i work for a major search marketing company - we manage paid search campaigns - and we see inefficient bidding strategies all the time. my guess would be that FTD is either trying to bid on lots of different keywords manually or using a crappy tool to automate bid prices.
or maybe it is massive click fraud ...
- MMB said...
I have nothing to add regarding keyword pricing etc, but I predict we are going to hear a lot more about click fraud this year and it will not be good for the industry.
I wish I had the link, but I read a great story last weekend about click fraud and the massive amount of resources, people and money behind it.
- Dan said...
Tom, Google also gets paid if you use froogle to find/purchase an item. I recently used it to find a necklace. The invoice I received from the company had a line that read, "google revenue share".
- aralls said...
Dan - what was the amount/percentage?
- Unknown said...
The problem is that they're too expensive. I was thinking about buying something for my answering service, and I found FTD's prices extremely high. Instead of blowing $90 on a decent set of flowers, I spent about $50 on Godiva chocolates from Amazon. Much better deal, and I'm sure the answering service liked the chocolates (they called to tell me so).
Albany Lawyer Warren Redlich
- Its_strange said...
Interesting....Abramoff & Tyco , perfect together .....
WR. So right you are . I work in the nursey business ( trees , bushes ) A few years ago a local business had me deliever 45 pointsettas to seperate people for Xmas. Now these things need to be indoors if its cold so i had to talk with the people. I couldn't help but laugh how many just said " Thats OK, just leave it on the door step " It was 22 degrees .....
- Pete LoBrutto said...
Your posting hit the nail right on the head. In our small neck of the woods, we came to the same conclusion as FTD in December.
We closely track all of the relevant click-thru metrics, and we feel that the bidding on Google has just become too expensive. In fact, it had gone up dramatically in the previous 12 months. (And from our data, I don't suspect much click fraud in our industry.)
Why would it be considered strange to anyone that bidding for business leads against your competitors could make the leads become too expensive and economically not worth it?
We've already significantly cut our google budget (50%), and if the bid prices continue to rise, I could envision cutting back further and eventually to zero. Why pay anybody for leads that cost too much?
I have no thoughts on their stock price, but I do see them approaching a ceiling (and eventually a pullback?) on their ad revenue.
Pete LoBrutto - President
Azure Vehicle Graphics
- Jeff Matthews said...
Pete, this is fascinating.
Is some of the cost increase due to arbitrage in the words you are buying, done by sites that do not actually offer the products or services you do?
Also, what are your alternatives to Google, and where are you spending the money now?
Thanks for this.
- Pete LoBrutto said...
Hi Jeff,
I don't really see much in the way of arbitrage in our industry..
I believe that the cost increase stems from just more competitors finding out about and deciding to use Google Adwords. The number of advertisers has steadily increased over the course of the past year.
Each time a new competitor joined the action, we took a hit in traffic (which is how we noticed) and we had to go in and increase our bids. Because from what we can tell, only the top 4 or 5 advertisers get much traffic in our industry.
And let's face it, there are no barriers to entry. All a competitor needs to get started is: internet access, a basic understanding our the major search terms, and a credit card.
I'm not an economist, but I imagine that if a large number of bidders bid on a finite resource (top 4 or 5 listings), then things can get out of hand.
In our case, we've been moving resources taken from Google to direct sales.
Pete LoBrutto - President
Azure Vehicle Graphics
- Anonymous said...
Sometimes I wonder whether you guys are consultants or shoppers - smile. I spend thousands of dollars a year on internet stuff. I buy lightbulbs on line all the time (I need lots of exotic bulbs - like mini bi-pin halogens - for my house). GE doesn't sell lightbulbs to consumers - it makes lightbulbs. You buy lightbulbs at places with names like lightbulbsunlimited.com or bulbs.com. And you usually have to go 2 or 3 pages down in Google to find them. And when you find a decent place - you bookmark it in your favorites - so you don't have to find it next time (turns out one of the bigger bulb websites is in my hometown - relatively small city - so I just call them on the phone now to order).
Froogle is - in my opinon - almost worthless. I'm shopping for new A/V equipment now. Froogle frequently lists dozens of half-assed websites (e.g., they don't tell you where they are) while it doesn't list your local Best Buy or chain higher end store that is selling the stuff cheaper.
After shopping on the internet for years - I find that my "Favorites" folder is a much easier and dependable way to do my shopping than Google. Robyn
- Anonymous said...
BTW - I really don't know who pays what and why on Google. But I don't think I accept the concept of wide-scale "click fraud" (although I'm not exactly sure what it is). E.g., I was looking for a new clock this weekend. And one that interested me was the Philippe Starck Oregon Scientific clock. I must have looked at about 50 websites that had it or talked about it. To get good pictures - complete explanations of features - reviews - to see if "trendy stores" were carrying it (I'm a design snob). Note that I have high speed access and am a very fast clicker/reader. And - if I want to buy it - I'll probably buy it at a bricks and mortar store - albeit one which may have a web presence (want to see it before I spend close to to $300 on a little clock - note that this is a "fixed price" item - no discounts available).
Do you mean to tell me that 50 web sites had to pay because I clicked on them to look at a clock? Is that how it works? I must be a disaster for these guys if that's the case. Robyn
- Anonymous said...
And because this blog deals more or less with investing - I have the following thoughts. If advertisers pay "per click" - then the people buying this space are a bunch of old guys who really don't have a handle on how things work. Keep this image in your mind - the guy who sits at the TV with the remote - clicking through the stations - perhaps multiple times through a lot of them in an hour or two. That's my husband - smile.
Well I am the female on-line shopping equivalent. Was looking at Sony Bravia TVs this weekend. Must have clicked on sonystyle 30 or 40 times (too lazy to bookmark). J&R too. Now - I'm almost 60. Can you imagine how more tech-savvy kids trained on video games click? And don't underestimate the impact of the increasing use of high speed access - where going from one site to another is almost instantaneous.
In other words - I think this is a dumb model for people who are buying - certainly great for Google as long as the people paying them don't wise up.
Disclosure - I have no financial interest in Google except that I trade Fidelity sector funds (many of which own chunks of Google) on a long only basis. My trading is based on TA - not fundamentals. I'm writing this post because I think it's a very interesting issue. Robyn
- TimingLogic said...
I hate to be critical of Google because I rather like that they are the anti-company company. ie, They have a philosophy and culture which we would all love to work for. That said, the trend followers are out in force with Google. The leader is good ole Jimmy Cramer. PE*Projected Trend Following Earnings=Outrageous Price Appreciation. I do think ultimately Google could trade for $2,000. That might be three years from now or thiry years. But there are alot of potential pitfalls including the fact that online ad pricing is getting a little out of hand. Incremental revenue from people willing to pay more will surely lead to revenue loss from those who won't. Eventually, all will cut their ad spending on a per click basis so Google will need to find incremental revenue elsewhere to continue its assault.
In today's world, I believe success is predicated on the concept that the majority of smart people don't work within the walls of your company thus partnerships and win-win business strategies are the best way to build long term growth. ie, The Power Of We. Google is building a list of enemies at a rapid rate with a counter strategy. Is that based on the relative business experience of its two founders? We all are led to believe the founders understood all of this from the beginning as they now gloat. The reality appears to be something different. Barry Diller, who has quite a successful legacy, stated in an interview that the reality is something significantly different. That Google's founders didn't understand the potential and had a backup strategy of selling out for a measly sum to DoubleClick or some other worthless bubble company. The reality is this team creates an environment of risk taking, creativity and openness so that in itself is a tremendous strategy but Google is surely fallible. Time will tell.
- blogiast said...
com online search
Here's some useful info on com online search
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MapMyPHOTO's Photo Tour
Having used MapMyPHOTO to research our trip, last weekend we made our first visit to South Wales, in particular the Gower Peninsula and the Brecon Beacons.
When we arrived at the first location, Three Cliffs Bay, an almighty sunburst lit the sea like a spotlight and filled the sky with colour; our luck was in. The tide was out and we spent a good hour exploring different viewpoints, that was until my new 70D broke! The shutter release became stuck meaning it was constantly trying to focus which prevented most of the menu functions from operating, including the ability to preview images. I thought that all was lost, but luckily I could still take shots by manually focusing and a lot of guesswork. As it happened, when I got home I found that a grain of sand had lodged itself into the casing, once removed it worked again - so for you Canon users beware of this design fault.
Anyway, back to talking about the trip. We moved onto our second location, the Worm's Head which is further along the coast. The good weather continued, before shooting the location we had a pub lunch, sitting outside in December! We enjoyed the cliff top views over Rhossili bay until 3, by which time, the tide was going out again and the sun was beginning to set in just the right place. The rocks which become exposed at low tide at the Worm's Head provide lots of interesting foreground detail. Once again we set about taking some shots, enjoying the dramatic sunset. We both agreed that it was a top location with endless potential. Darkness eventually fell so we packed up and began the journey to the Brecon Beacons, ready to start again the following day.
Day 2: We woke up to glorious weather. Our first location of the day was the pumping house at Talybont-on-Usk. The low rising sun bathed the surrounding hill slopes in a golden light and we used our big stop filters to good effect.
We then traveled to the nearby Neuadd reservoir. Although the dam wall was surrounded in scaffolding, we were once again treated to perfect conditions, for an added bonus the slopes of Pen-y-Fan had a dusting of snow.
Our last location of the trip was the spillway at Pontsticill Reservoir and while the weather was on the change, the location didn't disappoint. Thankfully the reservoir was full enough to mean that the water was draining down the spillway, lending itself perfectly to a long exposure.
Finally a big thank you goes to Graham Vincent, Alan Gregg and griff6389, for sharing the locations which inspired our visit.
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Select a topic or year
In the recent IBM Global CIO Study, 83 percent of respondents identified business intelligence and analytics -- the ability to see patterns in vast amounts of data and extract actionable insights -- as the way they will enhance their organizations' competitiveness.
To help clients use business analytics, IBM is aggressively expanding its multi-billion dollar investment in this area. The offerings include:
- New analytics software for sales, talent management and procurement. These pre-configured applications help organizations improve business performance by providing ready-made reporting and analysis capabilities so they can gain faster insight from information more cost effectively than if they were to build it themselves.
- New Content Analytics software that will help employees more easily access and analyze structured and unstructured data, such as email and blogs, to drive smarter decisions based on external and internal insights.
- Enhanced stream computing technology that enables organizations to make sense of structured and unstructured information stored in data warehouses and process it in real time.
- New Master Information Hub software that makes it easy for clients to go beyond the pre-configured data categories offered by traditional master data management products.
Today, IBM also announced new offerings that support IBM's Smart Archive strategy that enables clients to effectively manage structured and unstructured information. Businesses can apply analytics to stored information, extracting key content as business needs arise, regardless of the storage location.
Last year, IBM introduced 18 industry-specific workshops and services to help clients establish a cross-enterprise strategy called Information Agenda for using information as a strategic asset. In the past 12 months nearly 500 companies, including Lufthansa Cargo, have participated in these workshops with IBM vertical industry experts. Formed in 1994, Lufthansa Cargo is one of the largest freight carriers in international aviation, handling over 1.76 million tons of cargo and mail each year across a network spanning more than 500 destinations worldwide. Part of Lufthansa's objective is to maintain a competitive edge in a highly contested market. With business analytics technology using IBM Cognos BI, Lufthansa is now able to carefully manage their global delivery chain, accurately monitoring transportation times, measuring quality of service, identifying and correcting trouble spots, and tracking overall performance trends.
"To maintain a lead in this market, it is crucial that we be able to quickly access accurate critical information about our delivery chain," said Kerstin Hofmann, Manager of Business Intelligence and Planning at Lufthansa Cargo AG. "IBM business analytics gives us the real-time performance insights we need to confidently make the right decisions that will deliver optimal services worldwide and significantly improve the customer experience."
Gaining Faster, Deeper Insights
New Content Analytics applications from IBM can be applied in any industry to combine the internal view of the organization based on transactions with the external view of the organization based on customer correspondence or market trend reports. The result is an integrated view of all the information that is relevant for a business in one place regardless of where it is being stored.
Using content analytics, an organization can take a deeper look at data obtained from external sources such as email, forms, documents, blogs and websites. For example, with this new information, businesses can better manage and control their data, while providing valuable insight into their content across the enterprise.
IBM Cognos analytic applications for sales, supply chain procurement and talent management provide reporting and analytics technologies that give line of business professionals faster insight into their department's performance, with the ability to quickly adapt content to meet changing business conditions. The new offerings work with existing transaction systems helping businesses avoid costly vendor lock-in while making it easy for people to access the insights they need to make faster decisions. New offerings include:
- IBM Cognos Customer Performance Sales Analytics provides business executives and sales managers with faster insight on sales performance that extends across sales reps and customers to the actual order. This detailed visibility helps businesses recognize and anticipate emerging market trends, create an integrated view of performance that extends beyond the sales department to other areas of the organization and respond more quickly to existing and emerging revenue opportunities and threats.
- IBM Cognos Workforce Performance Talent Analytics provides capabilities for organizations to fully assess recruitment and learning performance. It is designed to help human resource departments evaluate the effectiveness of recruitment, training and succession planning and evolves with the changing talent management requirements of the organization.
- IBM Cognos Supply Chain Performance Procurement Analytics provides procurement professionals with the ability to assess the performance of suppliers' capacity to provide products and services in accordance with the contractual obligations and the business goals of the organization. As a result, organizations can gain greater insight into overall spending and supplier performance through a ready-made package that services the unique information needs of procurement professionals, enabling them to make smarter decisions on spending and sourcing.
Innovating with Streaming Data
Designed for perpetual analytics, InfoSphere Streams helps organizations analyze information from any source to narrow down precisely what people are looking for and continuously refine the answer in real-time. Now, with the InfoSphere Streams Mining Toolkit demo organizations can re-use existing scoring models such as PMML, an open-standards-based language used in data warehousing, in InfoSphere Streams to obtain real-time insights from data in-motion.
Researchers at the University of Maryland, Baltimore County (UMBC) are using InfoSphere Streams to analyze smoke patterns during wildfires. The goal of the research is to provide fire and public safety officials with a real-time assessment of smoke patterns during a fire, allowing them to make more informed decisions on public evacuations and health warnings. Current analysis of smoke patterns is limited to weather forecasting data that is updated every six hours, observations from front line workers and low resolution satellite imagery. With InfoSphere Streams, the UMBC team will be able to instantly process the massive amounts of data available from drone aircrafts, high resolution satellite imagery and air quality sensors to develop more effective models for smoke dissipation.
Expanding the Single View to Cover New Types of Information
To achieve better business outcomes, organizations must have access to a single version of truth among the data spread across their systems. IBM is introducing Master Information Hub, an optional component of the newly released InfoSphere Master Data Management Server 9.0. Master Information Hub was created for clients seeking to build a master data management system that includes custom-built data domains instead of or along with pre-built domains for customer, product and account. These clients can use Master Information Hub to customize their MDM Server to establish a trusted view of any type information -- including reference data such as state and country abbreviations. For example, a retailer could add a calendar of store events and relate it to participating suppliers; a food manufacturer could use a list of GPS locations to track the provenance of the ingredients it buys; or a hospital could see government codes for infectious diseases together with patient records.
Today's announcements are part of IBM's ongoing focus on helping customers use their information as a strategic asset through Business Analytics and Optimization. IBM recently created a new Business Analytics & Optimization services organization, with 4,000 consultants who can help clients get up and running with deep analytics capabilities and made significant acquisitions in the analytics space such as the recent $1.2 billion acquisition of SPSS.
For information on the IBM IOD Global Conference visit: http://www.ibm.com/press/informationondemand
On Twitter #IOD2009
For more information on IBM Information Management and IBM Business Analytics, visit: Information Management, IBM Business Analytics & Optimization Online Press Kit
IBM Business Analytics & Optimization: Smarter Planet on Tumblr and IBM Business Analytics on Twitter and "Analytics: How it Works" on YouTube.
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IBM and the IBM logo are trademarks of International Business Machines Corporation in the United States, or other countries, or both. All other names are trademarks or registered trademarks of their respective companies.


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Love of Corvettes knows no boundaries—or borders. That's why you see America's Only True Sports Car owned, collected, restored, and enjoyed on every continent on Earth (except Antarctica).
That includes Australia, where owning late-model Vettes (or anything less than 30 years old) has a special condition. Australian law dictates that, in order to be legally registered, all cars imported into the country must either be righthand drive when they land, or must be converted to RHD before they can get an Aussie title, registration, and plates. (Cars more than 30 years old are exempt, but are limited in how many miles they can be driven every year).
Les Kernya had wanted a C4 for years, and the need for a "mirror conversion" didn't stop him. "I wanted a C4 Corvette with a difference," he says from his Baulkham Hills, New South Wales, home. "It has a lot of aluminium in the engine bay and around the running gear, so it can be polished to give it a nice shine." And to this long-time car enthusiast (who'd been building and enjoying V-8–powered Yank and Aussie muscle for more than three decades), the L98 engine was a big selling point. "It's the last of the computerized engines that a home mechanic can fool around with."
After a two-year search, he found this one—imported into Australia by its second owner, who'd had it converted to RHD. At first he thought the Turquoise Metallic color was too loud for him. "I thought about it for a couple of weeks, then flew down to Geelong a couple of times to look at it again," he says. "I bought it, and I'm so glad I did."
Though there may not be many Vettes painted the same color as Kernya's C4 in Australia, Turquoise Metallic was one of the most popular '91 Corvette hues, with 1,621 coupes, convertibles, and ZR-1s painted in that 1991-only shade at Bowling Green Assembly. (Only Bright Red, White, and Black went on more '91 Vettes.)
Kernya's '91 was well-equipped with the RPO FX3 Selective Ride and Handling option, among others. But he didn't plan on keeping it all OEM. "I thought the engine needed more 'get up and go', but I didn't want to go crazy on it," he says. "I wanted the V-8 sound and a nice street car, so I ordered a bunch of stuff from TPIS in America." Thanks to TPIS, Kernya added a ZZ9 hydraulic roller camshaft to the L98, as well as a new intake manifold, headers, and higher-flowing "sport cat" converters. He also upgraded his C4's brakes, adding PBR's Grand Sport upgrade package. The rest of the car, except for the RHD, is fairly stock. It still has the new-for-'91, ZR-1–inspired bodywork (intact save for a larger air inlet in front to help the L98's breathing), and Kernya does plan on replacing the rubber suspension bushings before long.
In all, Kernya had the C4's engine apart for about four months. "A couple of times I got the feeling that there was no way that I'd be able to put it all back together," he recalls, "but several beers and lots of thinking later, I managed to." However, the now-modified L98 needed help, as its ECM was not happy with the changes from stock. A call to Steve Rosenfels at S.R. Performance in Ancliffe led to a re-programming and retuning of the '91's electronic brain.
It was also in need of a gearbox retune, after a Corvette Club of Australia track day at Wakefield Raceway (after these photos were taken). "My transmission only just lasted the day," says Kernya, "and my faithful car still managed to travel the 210 kilometers [130.49 miles] to get me home with the clutches slipping." A call to Global Auto Transmission in Blacktown led to a rebuild of the 700R4 automatic gearbox. "He took it all apart, showed me the standard rebuild parts, and laid out the upgrade parts," says Kernya of his consultation with the transmission expert. "One look at the difference, and I forked out the extra dough to beef it up." The upgrade also gave Kernya more-direct and quicker shifts.
Since he's had it, Kernya's '91 has been on the cover of at least one Australian car magazine (Unique Cars), and he's won class-champion trophies every time he's shown it at events in Canberra, Brisbane, Melbourne, and Sydney. He even scored a Best In Show with it at the '09 Darling Harbour Corvette Show.
What's it like to drive? "I love the instant response when I hit the throttle and, of course, that it is still easy to drive in traffic," says Kernya. "When I first got it, every time I drove it, or even thought of driving it, I got an automatic smile on my face." That "inner smile" continues, according to Kernya, after all the time he's owned it (some 10 years now), and after all the upgrades.
Does Kernya have any advice for potential Corvette owners anywhere in the world? "When you are looking for your car, it should reflect your personality," he says. "When you have made your choice, you will be welcomed into a circle of Corvette lovers, where you can share your story of how you got to get your pride and joy. Choose carefully, and don't keep putting it off."


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When :from Thursday 4 July, 2013 09:00 to Tuesday 9 July, 2013 18:00
Type of event :Category 7-Seminar and Workshop
Where :Tanoa Skylodge, Nadi, Fiji
Contact :Susan Vize, SHS Programme Specialist, UNESCO-Apia, email@example.com, tel.: +685 24276
UNESCO, in partnership with UNICEF and UNFPA, organize a 6-day workshop inviting young people from Small Island Developing States (SIDS) to contribute their vision for the future of small islands to the 2014 Global SIDS Conference as part of a large regional consultations initiative. The International Conference for SIDS is scheduled to convene during September 2014 in Apia, Samoa.
Over sixty young men and women from the Small Island Developing States of the Pacific have been selected following a call for applications issued towards youth organizations in April 2013. They will have the opportunity to share their issues, envision the future they want for themselves and for the development of their countries.
They are invited to express a common reflection on the destiny of their countries and to issue concrete suggestions that will serve as the starting point for the drafting of an outcomes document that will be the new plan of action for SIDS during the SIDS World Conference, organized by the UN in September 2014.
Some youth representatives elected by these young people will have the opportunity to represent the voices of SIDS youth during various regional and inter-regional preparatory meetings in the coming months.
This Third SIDS Conference which will be held in 2014, occurs twenty years after the UN State Members have gathered for the first time in the Barbados in order to identify new challenges and to meet the specific needs of SIDS.
In 1994, the First SIDS Conference endorsed the Barbados Program of Action (BPOA) as the blueprint for addressing these special challenges. Fourteen key areas were identified covering sustainable environments, energy and communication, tourism and human resource development.
Twenty years later, the United Nations will convene a review and recommitment to development in small islands when the Member States come together in Apia, Samoa. The original Program of Action and the Implementation Strategy developed in Mauritius during the 10 year review will be examined to determine what progress has been made in twenty years, what challenges still exist and key priorities for internationally agreed development goals in the post 2015 era (linking with the outcomes of the Rio +20 Conference held in 2012 'the Future We Want').
While the international community will be celebrating in 2014 the International year for Small Island Developing States, this Third SIDS International Conference will include youth representatives who will voice their opinions regarding the future they want for themselves.


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When you use structured data to mark up content, you help Google better understand its context for display in Search, and you achieve better distribution of your content to users from Search. You do this by marking up content properties and enabling actions where relevant. This makes it eligible for inclusion in rich results. For more information about rich results, see About Search Features. For some content types, it allows users to engage directly with your content right from Search.
This markup is also the first step to making some content eligible for lists and host-specific list previews. See Mark Up Your Lists for more details.
Qualifying content types
A variety of content types qualify to appear in rich results. CreativeWork is a schema.org type definition that applies to qualifying content produced for reading, viewing, listening or other consumption, such as news articles, recipes, and videos. Other content types, such as products and local business listings, belong to the commerce category, which is a custom category we use to describe schema.org types generally intended for retail purposes.
The table below lists the supported features for each content type.
|Content Type
|Available Features
Top stories carousel
Rich results
|The Top stories carousel requires that your content be published in AMP. For more information, see AMP with structured data.
|Local Business
|Local business listing
|Local Business
|Place actions
|Requires explicit opt-in. Express interest.
Rich results
Host-specific lists
|Critic review
|Critic review cards
|Rich results
This remainder of this document describes ways to implement markup to enable features for these types. For the actual markup specification, see the Creative Works (starting with Article) and Commerce section (starting with Local Business) in the reference for each type.
Mark up your content properties
- Identify the data type from the table above that represents your content, and
navigate to the markup reference for that type to find the required and
recommended properties for that type.
You can add markup for multiple content types into a single HTML or AMP HTML content page. For example, your news article might also contain a video, so you could add markup for both types to make your content page eligible for both the top stories carousel or rich results for video. For more information, see About AMP on Google Search.
- Create a block of markup containing, at minimum, the required structured data
properties for the visual presentation you want to enable in Search.
We recommend you also mark up all available properties for the best enhanced presentation of your content in Search. The data-type reference contains many examples of markup you can customize.
Example Recipe Markup
- Insert this markup into each content page you wish to make eligible for a
If a feature requires AMP HTML, this means that the markup must be placed into the content page.
- Test your markup using the Structured Data Testing Tool.
This helps you verify that your markup is valid for the features you wish to enable for your content.
Provide actions
When users search Google for a movie or TV show, they might be interested in actually taking action on that content—for example, watching the movie clip on their mobile device, or booking a reservation at your restaurant. If your site or app can handle such actions, then structured data markup can tell Google which actions you handle and for what items. Google can then send such users along to your site or app.
How does it work?
Structured data markup for content that enables actions consists of two broad categories of markup:
- Content markup—describes the content itself, starting with
high-level properties and then properties for the sub-type. For example, all
TV & Movies content uses common properties such as
URL, and
startDate. Beyond that, other properties provide further refinements, such as whether the TV content is part of an episode, a series, or a season.
- Action markup—defines action properties, starting with required
action properties for most content, such as the type of action the content supports, like
WatchActionor an
OrderAction. Other required action properties include elements from the
targetcontainer, like the platform on which the link to the content will function, such as an Android or iOS app. From there, you can provide further action refinements, such as availability conditions for when the action will work.
The data type reference for each eligible type lists the properties for these categories of content and their actions.
Google does not guarantee that your structured data will show up in search results even if structured data is marked up and can be extracted successfully according to the testing tool. Here are some reasons why:
- The structured data is not representative of the main content of the page or potentially misleading.
- The structured data is incorrect in a way that the testing tool was not able to catch.
- The marked-up content is hidden from the user.
Create action markup
The best way to create action markup is to design a specification for your content, and create a markup template or framework from that specification. Then, for each instance of that content, supply values to your template and insert the resulting markup into the HTML page. For example, you'd embed markup in your landing page for an available movie, such as http://www.example.com/movies/forrest_gump. The following steps show a basic process you can follow for designing and implementing action markup.
- Determine the relevant content properties for your content.
First, start with your basic data type, such as TV & Movies, or Local Business. Then, determine further refinements for your offering, such as whether you are making TV content available only per episode, or whether you are offering a subscription to a season. Assemble the relevant properties for your spec.
- Determine the markup for the action itself.
All action types have required properties, so you'll want to define those. You can find the list of required actions in the table for each action (such as
WatchActions). In addition to required action properties, you might also supply sub-category properties, like
OrderActionproperties for businesses.
- Specify the target correctly.
A target is a child of
potentialActionthat specifies all the elements and values necessary to support the connection between the user's intent and your content's response. When supplying the link to the content via the
urlTemplate, use a fully-qualified URL to a specific piece of content on a website or an Android or iOS native app. You should also explicitly specify the platforms that support each URL using the
potentialAction.target.actionPlatformproperty. For details on supplying links to your app content and providing URL associations between your app and your site, see the Firebase documentation on App Indexing.
- Design a template.
Use any of the examples available from the reference documentation for your content type. These examples load directly into the structured data testing tool for easy modification and verification.
- Insert the markup into your page.
Once you add structured data to your site's content, Google will discover it the next time we reprocess your site (it may take some time for rich results (previously known as rich snippets) to appear in search results, if we do choose to display rich results for your site).
- Test your markup using the Structured Data Test Tool.
Do this during development by pasting the markup itself into the tool. After you publish your page, you can supply the URL to your page to verify your markup a second time.


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