Everyday Italian: Newspaper Headlines 3

Reader Stefano Tonti sent me this photo. The headline says “Doctor beaten with a shovel”. ata is a suffix you can add to many nouns to create a word meaning “an application of [noun]”. Badile = shovel or spade, so someone applied a shovel to this poor doctor (unfortunately, we didn’t buy the newspaper so we don’t know why). A more common construction is sassata, stoning – as in, throw rocks at – sasso = stone.

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April, 2007 – from left to right:

Usury [loan sharking]: half of Lecco trembles / Motorcycle crash – 20 year old Lecchese without hopes [of living – in fact, she died]

Abusive construction [i.e., without proper building permits] – the beach of the “Bear” [a local disco, Orsa Maggiore – Ursa Major] impounded

Old people, new center at Germanedo

ICI [property tax] and TARSU [some other tax] – The municipality on the hunt for tax evaders: wants to recover two million euros

Forza Italia [political party] at war for the presidency of the “twinnings” [?]

Falls while on motorcycle: grave [seriously hurt] girl of Lecco

The mayor: “We’re looking for the area for the new stadium.”

The case – ALER claims that Bodega [a former mayor] has the right to public housing at 28 euros a month

Soccer: The Lecco [team] goes to Biella with victory in its sights

Earning from Advertising Online: Thoughts, Experiments, and Conclusions

As a quick glance around any page will show you, I’ve been fiddling with ad placement on my site since I wrote the above. I was inspired by meeting Robin Good at barCamp Roma in January, where he reported that he earns 200,000 euros a year from advertising on his site. He has been remarkably generous with advice to others on “how to be your own boss thanks to your blog”, but the first tip I took from him was more by imitation. If you look at any page on his site, such as this one with video from rItaliaCamp, you’ll see that he has the (reportedly lucrative) “large rectangle” AdSense ad prominently (indeed, obnoxiously) placed right after the article title and before the body of the article, and a smaller ad is placed further down the page. I’ve never liked this aesthetically – I find it confusing to read. But apparently it brings in the revenue.

So I decided to experiment. Given my site’s current design, the closest I could get to Robin’s layout was to put an ad, as he does, between the title area and the body of the article. I chose, for the time being, to be somewhat less obnoxious, using a 468 x 60 pixel box (which usually displays two text ads) and the same background color as the page.

Wow! My AdSense earnings tripled overnight. That gain has not been consistent, but my average daily take has gone up 50% (from $4 to $6) between February and March – and I only made this change in the middle of March. I immediately applied the change throughout the site, as part of a general clean-up and simplification of my DreamWeaver templates and overall site design. We’ll see how things go now in April.

Google’s own AdSense blog offered a case study of a site which moved an AdSense text link box from the upper right corner of the page to a long bar above the title. I followed suit; that, too, has contributed to increased Google earnings, without being visually too intrusive.

I also realized that my earnings from BlogHer are per view rather than per click, so I should maximize the number of pages viewed with BlogHer ads. The quick way to do this was to put the ads into the comments section of my site as well (I also did a makeover on that area, changing the WordPress template to a simpler, non-widgetized layout which loads noticeably faster).

I can’t measure the results of this directly because BlogHer, after an initial warm fuzzy, has become impossible to work with: I lost my login information for the tracking company they are using (24×7 Media) in my infamous January Windows reload. Repeated pleas to various sources there (including a comments form that does not work) have yet to obtain the desired response – I have no way of knowing my stats for BlogHer ads. At least they do keep paying me money – the first couple of months actually more than my AdSense earnings, but February earnings were down significantly. I can only guess that this is because the ad campaigns being run on the site were less remunerative – my traffic is steadily increasing, so the numbers of views can’t be going down.

New Source of Advertising Revenue

Apr 14, 2007

Thanks to a special offer from John Chow, I was able to join a new advertising network called Kontera. If you wander around my site a bit, you’ll see the results: the new double-underlined links are automatically generated by the Kontera code now embedded in my pages. Roll over these links to pop up ads relevant to those keywords and (we hope, as the system gets to know my content) relevant to the entire page.

Now we’ll sit back and see how well this one performs…

next: Kontera out, booking.com in!

Girl Geek Dinner Italia

Some years ago Silvia, who had been one of our tech support team (of two) at Incat, paid me the enormous compliment of saying that she considered me a role model. This from a woman with a laurea in physics who holds a managerial position in a team supporting HP servers, and certainly never needed any advice from me on how to do her job!

I was extremely flattered, of course, but startled: I had never thought of myself as a role model for anybody. But it now seems that I am, and the job comes with responsibilities. Such as, um, eating free dinners and giving speeches.

Amanda Lorenzani (whom I’d enjoyed meeting at barCamp Roma), organized Italy’s first Girl Geeks Dinner, which took place in Milan last Friday. And she pulled it off magnificently: sponsorship from Excite, Dada.net, and San Lorenzo (who contributed the bubbly) ensured a very good dinner, complete with wine (though my request for a gin & tonic was turned down on the grounds that “then we’d have to give the strong stuff to everybody”).

At least 60 people were present, most of them, indeed, women. By the rules of Girl Geeks Dinners, women couldn’t be fewer than 50% of the guests: each woman attending can, if she wishes, invite one and only one man. (My date, by his own request, was Luca Conti.) After years of attending tech conferences at which women are always a minority and often silent, I was thrilled to meet and talk with so many smart, capable women. They had plenty to say for themselves, all of it interesting. Conversation flowed easily for most; I did what I could to involve those who seemed to be shy, though I was constantly distracted by new/old friends, and my feet hurt (I’m not used to wearing heels, but Ross had insisted I should).

We didn’t have a main speaker (as Girl Geeks Dinners often do although, surprisingly, they often seem to be men), but Amanda had asked four of us to each say a few words:

My two-minute speech was neither as off-the-cuff nor as nervous as it probably sounded. I had been trying all day to decide how to translate that immortal line from Thelma & Louise: “You get what you settle for.” I finally settled on (which is different from settling for): Nella vita, ottieni quello di cui ti accontenti. And added, as my own closing line: Vi auguro di non accontentarvi mai – “I hope you never settle.”

Then I could relax and eat dinner and talk with people rather than at them. It was great fun to see in person someone I’d been following on Twitter, Svaroschi, who is heading off to grand new adventures in the Big Apple.

Almost everyone in the room had a blog, several specifically food blogs, which I will now go and read although it’s dangerous for me to do so, especially now when I have no time to cook.

Apparently I terrified at least one person in the room. Sorry about that – totally not my intention. I was a little weirded out – though extremely flattered – by people coming up to tell me they admire me, and/or like my site. Okay, it wasn’t that many, but it’s a strange experience nonetheless. Am I really somewhat famous, or just a legend in my own mind?

I was therefore a little manic, and very tired – had woken up at 4 am from jet lag, still wasn’t well (and destined to get much worse the next day), and had to get home to Lecco, with Luca in tow (as our house guest) at a not-too-unreasonable hour because we had to get up for rItaliaCamp. I hope for the next dinner I will be more relaxed and awake. There were so many topics in the air that I would have liked to hear more about.

Just one example: Beatrice came to represent TechneDonne, a project to study gender (in)equality in the world of IT. Among other things, they are asking themselves: “Is software different when women write it?” Interesting question. These are the folks who have asked me to speak at FemCamp in Bologna on May 26th; by then I hope to have had some opportunity to explore the roles of women at Sun Microsystems – in one week, I saw more women there than in any other tech company I’ve ever worked for or visited!

Another nice ego-stroke for me was that Tara (of Passpack) told me she’s loving my unfinished fantasy novel, Ivaldi. And she hadn’t even got to the good part yet! <grin>

It was altogether a fun and stimulating evening, and I would/will be delighted to see all of these people again, and hope to have time to talk with the ones I missed this time around. In fact, I’d like to do it more often – maybe we can do regional lunches or aperitivi in between dinners?

Update

April 2, 2007 – My pleasure in reminiscing on the joys of the dinner was somewhat soured by this:

(photo by fullo via Pandemia)

This group represents a new (and very laudable) initiative by Alberto D’Ottavi, Stefano Vitta, Lorenzo Viscanti, Luca Mascaro, Chiaroscuro and Emanuele Quintarelli to encourage the development of Web 2.0 in Italy. But, boys, what’s missing from this picture? That’s right… girls!

Learn Italian in Song: Centro di Gravita’ Permanente

by Franco Battiato – This song seems to be largely nonsense, but when I first heard it, it occurred to me that the chorus expresses something many people feel – unfortunately. Though the song is by Battiato, who is shown in the video here, musically I much prefer the Neri per Caso cover.

Centro di Gravita’  Permanente

Permanent Center of Gravity

Una vecchia bretone con un cappello e un ombrello An old Breton [woman] with a hat and an umbrella
di carta di riso e canna di bambu` of rice paper and bamboo cane
capitani coraggiosi Captains courageous
furbi contrabbandieri macedoni Clever Macedonian smugglers
gesuiti euclidei Euclidean Jesuits
vestiti come dei bonzi per entrare a corte Dressed like Buddhist monks to go to the court
degli imperatori della dinastia dei Ming. of the Emperors of the Ming dynasty.
ritornello: refrain:
Cerco un centro di gravita` permanente I’m seeking a permanent center of gravity
che non mi faccia mai cambiare idea That won’t make me ever change my mind
sulle cose sulla gente About things, about people
avrei bisogno di… I would need…
Over and over again. [surely you don’t need me to translate this line!]
Per le strade di Pechino erano giorni di maggio On the streets of Peking there were days of May
tra noi si scherzava a raccogliere ortiche We joked among ourselves gathering nettles
non sopporto i cori russi la musica finto rock I can’t stand Russian choruses, fake rock music,
la new wave italiana il free jazz punk inglese the Italian New Wave, free jazz, English punk
neanche la nera africana. nor even the black African.
(ritornello) (refrain)
if you find this useful and want more, let me know!

Light at the End of the Tunnel

They say it’s always darkest before the dawn. I’ve just been through a dark period, but… here comes the sun! (In more ways than one, as will shortly become clear.)

I’ve been stressed and depressed since well before Christmas. Money (lack of) was becoming a problem. is a privately-financed start-up, and my salary there is low – working for so little has been my investment in the company, at my personal risk: there are no guarantees that what we’re doing will fly and, if it doesn’t, I will have practically thrown away all these years (financially – experience, of course, is always valuable).

I don’t care about being wealthy by anyone else’s standards. Thanks to my husband and his family, I have a very nice roof over my head. But I don’t like feeling that I’m not pulling my financial weight in the family (though we have the basics covered, my salary is needed). Worse, feeling that I’m losing my financial independence eats away at me.

Furthermore, my daughter wants to go away to school next year, to Woodstock, my alma mater – which has become a great deal more expensive since I attended it: $16,000 for tuition and boarding, plus airfares, a new laptop, and other sundries that a teenager abroad will need. This adds up to approximately my annual salary at TVBLOB. <wince>

So, I have to somehow at least double my current salary. I’m not in a hurry to leave TVBLOB: although, after four years, start-up mode is getting very old, the project is still absolutely fascinating and potentially world-changing. That, plus colleagues whom I like and respect very much, is hard to walk away from.

But, financially, I wasn’t sure I had any other option. I started looking around for other full-time jobs in high tech in Italy (Google? hmm), but – am I actually employable by any “normal” Italian company? I have no personal experience to go on, but I have heard that most Italian companies are more gerontocracies than meritocracies (and chauvinist, to boot).

Job ads in the Italian papers specify that they want someone young (yes, this is legal in Italy), so they can pay them miserably and keep them low on the totem pole. Many entry-level jobs across all industries are being done by low- or un-paid interns with the excuse: “you can afford to work for us just for the experience – you live at home with your parents anyway.”

I fear that a middle-aged foreign woman who’s inclined to speak her mind and wants to be paid what she’s worth is not likely to do well in such a context. The crowd I saw at Cisco Expo the other day confirmed my (possibly mistaken) prejudice that even high-tech companies in Italy tend to favor hierarchy and conformity – I would love to be wrong about this, but am I? I don’t want to find out the hard way.

Where else to look for work, and what kind of work? There’s always the small stuff, like translation, but globalization has depressed prices in that arena as well – most companies are not willing to pay fairly for a really good translation by someone who actually knows how to write in English. I put in a bid here and there, with no immediate result.

Because I have a director title at TVBLOB, I felt uncomfortable at the idea of explicitly advertising that I was seeking additional work. So I brushed up my resumé, trolled LinkedIn for connections and recommendations, and quietly told a few friends that I was in the market.

This has brought results far greater and faster than I ever hoped for. Next Tuesday I’m flying to Colorado to start part-time, freelance work (one quarter budgeted so far) with Sun Microsystems, as a web producer for one section of their vast online empire, among other tasks. After this initial visit, I’ll be able to work from home (though I won’t mind travel as needed – I’m generally happy to go places and see people).

I’m slightly terrified. I know all about building and sustaining online communities, and writing, managing and editing web content – in fact, I was one of the pioneers in corporate online communication. But the subject matter of the Sun storage site I’ll be supervising is hardly an area of expertise for me.

On the other hand, I didn’t know anything about CD-ROMs when I set out to write a book on them: I am very good at learning what I need to know (and enjoying doing so), when I need to know it. And there’s more than one former colleague in the group I’ll be working with – a bonus to the whole situation. It won’t be easy but, if it was, I’d get bored!

I’ll keep my TVBLOB job, four days a week instead of five (in lieu of the raise that they can’t afford to give me right now, the lack of which started all this), so I have the remaining hours in the week to work for Sun, maintain my site, and, oh, yes, have a personal life from time to time. I’m heading into a very busy period now, but I’m happier than I have been in months. Turns out there was Sunlight at the end of the tunnel.

Deirdré Straughan on Italy, India, the Internet, the world, and now Australia