The Social

Former Current Media executive Robin Sloan appears to have posted Twitter's 5 billionth tweet, in the form of a reply to another user that otherwise read only "Oh lord."

A third-party app called Gigatweet has been measuring the service's total tweet count for some time now, and last week some onlookers picked up on the fact that it was getting awfully close to five billion. That said, Twitter's engineers have bumped up this number at least once or twice, and who knows how many test tweets were sent out in the company's early days.

But Sloan's tweet, which he has nicknamed "The Pentagigatweet," does get at least some landmark status because it actually has the number 5,000,000,000 in the URL. That's because the number at the end of a tweet's URL is apparently the running count of tweets that have been posted until that point. We've e-mailed Twitter co-founder Biz Stone for more information and will update if and when we hear back.

The guy who posted Twitter's 5 billionth tweet.

(Credit: Robin Sloan's Facebook profile)

It's sort of fitting that Twitter's 5 billionth tweet came not from one of the celebrities or marketers who have flooded the service in recent months, but from one of the quirky Bay Area dot-com nerds who formed its first loyal pack of users.

Sloan, who lives in San Francisco, recently departed his gig at Current--which is headquartered only a few blocks away from Twitter's own home base in the South of Market neighborhood--to write a still unnamed novel" that he is funding through creative-microfinance site Kickstarter.

He may have just gotten a convenient leg up in publicity.

Meanwhile, some third-party observers have been remarking that Twitter's rapid growth may be slowing down. The company recently raised another round of funding at a valuation somewhere in the neighborhood of $1 billion.

This post was expanded at 10:20 p.m PDT.

Correction at 2:25 p.m. PDT Tuesday: This post initially referenced an incorrect title for the novel Sloan is working on. The novel is still unnamed.

NEW YORK--According to former Vice President Al Gore, the importance of sustainability doesn't just apply to the environment. It also is key to the future of advertising.

"It really comes out of the environment, but in my opinion the key theme of this century really is sustainability," Gore said. "This theme of environmental sustainability has become a part of our culture, it's a part of our discourse, and I'm very optimistic that it will soon be a part of our policy."

Addressing the crowd of advertisers and online-media types at the Digital Content NewFront event put on by Digitas on Wednesday, Gore was speaking not as a "recovering politician" or a green-tech evangelist, but as the co-founder of Current Media, the experimental cable news channel that relies heavily on user-created content for both editorial and advertisements.

It's about time for our old views of advertising to die, he said.

"In the 20th century, the advertising model was based on the same principles that the Industrial Revolution was based on: scale," Gore said. "It was big, it was blunt, very expensive, and very intrusive, and audiences have now begun to resist that old advertising model even as the environment in which it is presented changes a great deal. The new model is very different because the media landscape is completely different."

More than half of the advertisements on Current are called "VCAMs," or "viewer-created advertising messages," Gore said. These are videos selected out of user submissions for brands interested in advertising on Current; the winner is paid by the advertiser, though it costs significantly less than the production budget of a traditional TV ad, and the winner receives an additional payment if the advertiser wants to use it outside of Current.

It's a model not unlike the wildly successful T-shirt company Threadless, which gets thousands of design submissions and gives a cash prize to the ones that it subsequently prints and sells.

Gore showed off a series of VCAMs proudly, as though they were home videos of his kids: One of them, created by two 24-year-olds, was a Mountain Dew ad about aspiring to be a professional hide-and-seek player. Another, created by a 29-year-old, was a T-Mobile ad showing people excitedly attempting to get picked for a "fave five" as though it were a dodgeball team. Gore mentioned another that was created by a 17-year-old who subsequently received a $50,000 check when the advertiser wanted to use it outside of Current.

There are problems, obviously, which some of the audience members brought up in questions. There are plenty of brands that wouldn't get aspiring filmmakers quite as jazzed as the car and gadget companies whose ads Gore showed off. And while the Flip-camera-toting young adults responsible for Current's VCAMs have the pluck and the free time to run around making commercials, it's easy to theorize that it would be tougher for a network with an older audience to pull it off.

Then there's the fact that while Current has been way ahead of the curve on some digital trends--displaying live Twitter messages onscreen, for example--it's still not a huge media powerhouse. The company canceled its scheduled initial public offering earlier this year, citing the bleak economic climate.

Gore, however, had an example of successful "sustainable advertising" beyond Current. What we can look at, he said, is his old job: politics.

"The most powerful new brand that we've all seen unveiled over the last two years is (Barack Obama)," Gore said, showing a slide of the "O" sunrise logo that became so well known during Obama's successful presidential campaign. "And what is it about this brand that made it so incredibly successful? It was all about empowerment, it was all about involving people to help deliver the message. It was very tuned into the new technologies and how people use them."

Just as the Obama campaign made efficient use of inexpensive marketing and publicity tools on the Web, Gore believes that the digital age has made it possible for high-quality ads to be ubiquitous, rather than just at the one time of the year when people get really pumped about what commercials will be on TV.

"During the Super Bowl, people leave during the game rather than the ads. They want to see the ads because they know something extra has gone into Super Bowl ads," Gore said. "(But) it's not sustainable to have that kind of ad budget and that kind of focused creativity that you find on those ads completely ubiquitous throughout the television year."

At the end of his talk, the former vice president was left speechless when one audience member asked him if he believed that the problem of carbon emissions could be solved by 2029 through the use of technology coming from UFOs.

"No," he said after a long pause. "I do not."

Hmmm...

A rumor floated on the Twitter account known as The Media Is Dying--which, for obvious reasons, has been fairly active as of late--indicated on Wednesday morning that Current Media, the cable and Web media company co-founded by former Vice President Al Gore, is closing its San Francisco office. The Twitter account, which has broken a handful of accurate layoff and shutdown stories as of late, claimed that it had "confirmed" the office closing.

But Current was quick to deny the rumor. Not that we have to remind you, but don't believe everything you read on Twitter.

"No, not true," a Current spokesman told CNET News in an e-mail. "I have no idea where this comes from."

Current, which also has an office in Los Angeles, went through a round of layoffs in the middle of November.

UPDATE: The company also posted a series of Twitter messages in response to the rumor:

Producer/Editor Shaun Cvar and about a dozen other laid off CurrentTV employees gathered at a watering hole next door to Current's offices for drinks after being laid off.

(Credit: James Martin/CNET Networks)

There have been layoffs at Current Media, the cable network co-founded by former U.S. Vice President Al Gore.

A statement from Current put the number of layoffs at about 60 positions, with 30 more to be refilled, the company said in a statement. That's less of a hard hit than the 20 percent cuts that a source close to Current hinted to CNET News on Tuesday. The statement read: "Approximately 60 positions have been eliminated in the company's three U.S. offices, and approximately 30 new positions created," the statement read. "Many of those whose positions were eliminated have been placed in the new positions. Current will have approximately 410 employees (after these staffing adjustments)."

The source also said additional layoffs would be coming in January, which a Current representative denied.

Current had announced less than a day ago that it had partnered with the Canadian Broadcasting Corp. to bring its network to Canada. Current's plans for an initial public offering are on hold, employees have told CNET News. The company filed for an IPO in January.

Approached outside the company's San Francisco headquarters, one laid-off Current employee said that she hadn't seen it coming.

"Not only was this uncalled for, but there was continuous deliberation during the last two or three months," the former employee said. "Every meeting we've had with the VP of our department has been a lot of 'Don't worry, your positions are secure.' And that has been repeated for the last two to three months."

Changes in programming format are on the way too. Current's focus on indie and amateur producers was a bold experiment, one that left some critics scratching their heads when the channel debuted in 2005.

VC^2 production assistant Parisa Vahdatinia, her layoff packet labeled "Top Secret," and her (former) office plant were at the nearest bars, Pete's Tavern, just hours after being laid off by media company CurrentTV.

(Credit: James Martin/CNET Networks)

"As part of the impending transition at Current TV, one source says the company is going to drop its shorter (user-generated content) videos in favor of the more traditional 30-minute programs that have long dominated television programming across all channels," David Weir, an analyst at CNET News sister site BNET, reported on Monday night.

The statement from Current hinted at this change as well. "These changes result from the development of a new, innovative programming strategy built around eight cross-platform channels, including news, comedy, music, and technology, slated to premiere in the first quarter of 2009," the statement detailed. "Current's new programming strategy expands upon its pioneering use of viewer-created content to include additional opportunities for participation, creating a far more viewer-influenced network, and further unifies the company's online and TV platforms by having each Web channel paired with a companion TV show."

Current, which consists of the Current TV network and Current.com, had just gone through a high-profile marketing effort in conjunction with the 2008 presidential election, for which it partnered with trendy social-media brands Digg and Twitter.

Company representatives told CNET News last week that it had been a big success, and Gore himself later gave a speech at the Web 2.0 Summit in which he touched upon how he hopes Current will solve some of the problems plaguing the television news industry.

At least one Current employee, associate producer Andrew Schneider, has Twittered his departure. The company "just laid me off with a ton of my colleagues," Schneider wrote.

Schneider's LinekdIn profile says that he worked in VC2, the "Viewer Created" or user-generated content division of Current. A source told CNET News that the VC2 division was hit particularly hard by the layoffs.

The company statement said the layoffs were a preventative measure: "These changes enable Current Media to reduce its cost structure, thereby assuring that it will be comfortably profitable in 2009, regardless (of) the depth and length of the recession."

Laid off producer/editor Holly Gibson, in pink, talks with co-workers outside their offices after the San Francisco media company laid off 60 people Tuesday.

(Credit: James Martin/CNET Networks)

Last update at 8:02 p.m. PT. CNET News' James Martin contributed to this article.

SAN FRANCISCO--There wasn't much time for Current Media, the cable news network co-founded by former Vice President Al Gore, to recover from last week's election and its marathon live broadcast, infused with content from Digg, Twitter, and countless video bloggers.

On Friday, Gore was giving the final address of the Web 2.0 Summit, a few blocks to the west of Current's offices, at the Palace Hotel, and plenty of advertising and marketing types were in town for the occasion.

Since it's a media company partially dependent on ad and sponsorship revenues, Current seized the opportunity, inviting a selection of visiting Madison Avenue types over to its offices for a meet-and-greet lunch with a special appearance by Gore, who famously went from losing the 2000 presidential election to winning an Academy Award and a Nobel Peace Prize.

That morning, things were bustling, as maintenance staff was streaming in and out the front door, filling the downstairs lobby with dining tables and potted plants unloaded from two trucks parked outside. At so many of the Bay Area's tech brands that had launched election coverage, promotions, or other tie-ins, the attitude was the same: Nice job. Now let's keep moving.

"I was even joking the other day that I kind of felt like I have a bit of postpartum depression," said Randi Zuckerberg, who, as Facebook's marketing director, handles the social network's political-outreach efforts. "It was such a long, drawn-out, exciting election, and now it's just over."

But even for Facebook, at the top of Silicon Valley's pecking order, there is a sense that a quick turnaround is needed. "I'm definitely looking forward to jumping right into some of the international politics, international elections," Zuckerberg said, reflecting the company's dramatic overseas expansion and hope to tap into the same election fever abroad through voting-outreach initiatives. Its efforts proved successful in the United States, with 15 million people over the age of 18 logging into the site last Tuesday.

What's current at Current Media
The story is different at a company like Current, which was dismissed by some at its 2005 launch as a long-shot experiment. For Gore's company, the 2008 election posed an important street cred test.

Current's office looks more like a perky dot-com circa 1997 than a news media network. The space hosted a coffee beanery in the city's manufacturing era and a finance start-up during the tech boom, it's now a cavernous, servers-and-wires-filled space with exposed brick walls, post-industrial pipes, and blaring monitors. For Election Night, the office was transformed into "an election nerve center," Current's resident digital guru, Robin Sloan, told CNET News on Friday morning. "We had the Twitter room, the Digg room, the election control room," Sloan explained in a bubbly staccato. "It was totally electric. I mean, manic."

Current's ambitious election coverage came with plenty of risks: the potential awkwardness of working with Digg, which Current had unsuccessfully tried to acquire in 2006, and Twitter, which has had problems just keeping its servers running properly. The coverage had been planned in a matter of weeks, too.

"The idea to plug in the Twitters didn't really occur to us until we saw the way that people were using Twitter during the (Democratic and Republican parties') conventions," Sloan said. "We ended up getting a sponsor for this Election Day thing three days before it actually went on TV--from Microsoft."

But he says the company considers it to have been a great success, despite some critics' revulsion at Current's decision to use turquoise and magenta for its electoral map instead of red and blue. "This was like transplanting Web DNA into a Web-slash-TV project. To me, that was one of the big successes."

Like Facebook, Current plans to keep up the momentum and use it elsewhere.

"The question is, as we sort of recover, what is the next cool live event that we can construct something around?" Sloan suggested, adding that Inauguration Day is an easy pick but that it would be nice to choose something nonpolitical. Current, a 400-person operation, doesn't currently do much live coverage, and it was not yet able to provide concrete statistics on viewership or Web traffic.

The aftermath at Twitter and Digg
The election left both Digg and Twitter, meanwhile, at an inflection point: for Twitter, the political frenzy was its biggest chance yet to jump from digerati cult fame into the mainstream; Digg needed to prove to some that it's a potential media industry powerhouse rather than merely a hub of nerdy boys voting up and down on Apple rumors and wacky top-10 lists.

They're still, for the most part, in Barack mode. Several days after the election, Digg founder Kevin Rose taped a "Digg Dialogg" interview with Gore, who also signed up for a Twitter account that week. On Thursday, Twitter's blog highlighted a video clip of talk show hosts Jon Stewart and Stephen Colbert talking about the start-up.

That frenzy will die down sooner rather than later. And it goes without saying that in these economic conditions, regardless of President-elect Obama's potential, pre-revenue companies like Digg and Twitter need to get cracking on the money issue. That's another reason why there just isn't much time to relish a post-election hangover.

Some start-ups that were heavily reliant on election-related traffic or contracts have been hedging their bets. Liberal news outlet The Huffington Post, for example, spent the past year not only churning out a firestorm of election coverage but also launching new areas of coverage that wouldn't see a big drop in visits after Election Day. And representatives from a number of Web application makers that were commissioned to make spiffy election widgets for big media companies told CNET News late last month that they have their fingers crossed that those contracts and connections will lead to more high-profile deals after the election.

But onstage at the Web 2.0 Summit on Friday, a few hours after he met with potential advertisers and marketers at Current's offices, Al Gore put forth a different argument for maintaining momentum: the election was a stellar demonstration of how the likes of Digg, Twitter, and Facebook can be used for social change, and these times are too pressing to step back and return to that blissful age of zombie-biting apps and snotty Digg comments on wacky news stories.

"I do think that it's worth looking at the advantages of redesigning and rearchitecturing the context within which the activities take place--in other words, World 2.0," Gore said. "When there are changes that are needed, there's no timidity about going out and trying to make them happen."

That post-election, mid-November vacation getaway? Sorry. Maybe there'll be better luck after the 2010 midterms.

Current, the edgy news and culture channel co-founded by former Vice President Al Gore, has come up with a new way to broadcast the presidential debates: show Twitter commentary on what people are saying.

Through an official partnership with the microblogging service, Current will broadcast "Hack the Debate," which will live-stream on Current.com as well as air on the network. Twitter updates, or "tweets," will be shown in real time for all four debates (three with the presidential candidates and one with the vice presidential candidates), which begin on September 26. It makes a whole lot of sense, given Current's slant toward young and tech-savvy news hounds (i.e., the people who use Twitter) and heavy focus on user-submitted content.

"The debate stage is only set for two candidates, but Current was founded to make room for millions of participants," Current CEO Joel Hyatt said in a release. "We're thrilled to work with Twitter and take advantage of their extremely powerful communication platform, giving people a chance to speak directly to Current's nationwide television audience."

Last year, MTV featured Twitter as a promotion platform for the Video Music Awards, and featured some popular tweets on-air, but did not incorporate them into a live broadcast.

Current has not said how the tweets will be selected for on-air display, but it's likely that they will be hand-picked to provide a range of perspectives and serious commentary. So expect more about the candidates' differing views on the economy...and less about vice presidential candidate Sarah Palin's hair.

Plenty of would-be buyers have been named for social news site Digg, but one we haven't heard much about: Current Media, the cable and Web news channel that was launched by former vice president Al Gore.

It's one of the juicy tidbits detailed in BusinessWeek columnist Sarah Lacy's book, Once You're Lucky, Twice You're Good: The Rebirth of Silicon Valley and the Rise of Web 2.0, which hits bookstores on Thursday. In an excerpt posted to TechCrunch, Lacy writes about how executives Jay Adelson and Kevin Rose turned down a $100 million offer from Current in 2006 because they had, as TechCrunch paraphrased, "issues with control going forward."

The thinking is consistent with what founder Rose told CNET News.com in February when asked about selling his company. "I've had several friends that have been acquired by the Yahoos and Googles of the world, and while there is some upside in certain things, for the most part, it slows things down," Rose said at the time. "You can't get a product out the door fast enough."

Current, which filed for an initial public offering in January, now operates Current News, where users can vote on the news Digg-style and then see the top stories incorporated into an hourly news show on the cable network. Digg, meanwhile, remains the subject of acquisition rumors on the part of just about every major tech and media company around.

Current Media, the youth-oriented cable channel founded by former U.S. Vice President Al Gore and Joel Hyatt, has filed for a $100 million initial public offering.

The company aims to trade under the Nasdaq symbol CRTM; neither share prices nor number of shares have been disclosed.

Acknowledging that it has "a history of losses," relies on an "unproven media model," and had an accumulated deficit of $31.9 million at the end of 2007, Current Media is nevertheless pushing forward in the hopes that it will be able to better cover expenses as a public company. Revenues for 2007 were $63.7 million.

Current.com, relaunched in October 2007.

(Credit: current.com)

According to Current Media's filing with the U.S. Securities and Exchange Commission, the network reaches 51 million households in the United States, the United Kingdom, and Ireland. Founded in 2005, when Gore and Hyatt purchased the News World International channel for $70.9 million, the Current TV network focuses on "independent" news coverage and documentary programming, much of which is submitted in 3- to 7-minute "pods" created by viewers.

Current also operates the Current.com site, which it relaunched last October, where all of the "pods" are available for streaming on-demand along with Digg-style social-news content. One of Current Media's stated goals is to better monetize the site, as well as to expand to "new platforms" (read: mobile) and more international regions.

Current Media's underwriters, as disclosed in the SEC filing, are Lehman Brothers, JPMorgan Chase, and Pacific Crest Securities.