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Federated Media Business Practices

I see that many of you are enjoying the post wherein I “out” JackMayhoffer as being a Federated Media Employee. Although I do appreciate that an SVP from Federated Media took the time to apologize on my blog, I do feel a need to let y’all know that this does not appear to be aberrant behavior.

At this point it’s important that everyone understand something. My original post, wherein I was trolled by a Federated Media employee did not name Federated Media. That post was about a phone call that I had with Federated about possibly joining with them, but it was a miserable phone call. It was unprofessional, it was rude, and I strongly suspect it was jam packed with half truths.

I was very careful to not name Federated Media in that post, because I had wanted to leave the door open. I thought there might be an opportunity for us to work together another time.

I’m slamming the door.

Earlier today someone was on the phone with me and said, “Have you googled jackmayhofferr and Federated Media?”

As I Googled, I screeched. Let me give you a few of Federated Media’s comments left on the web’s finest sites:

You guys have an ad next to your logo? Which you say people hate. Maybe you should have thought of that before posting. Or at least talked to you designers. – June 2009

Mike you are delusional, you were NOT subsidizing smaller sites. You still don’t get it, do you? -Tech Crunch (directed at Michael Arrington) May 2009

Ummm — basically you have discovered the CPM pricing model. I hate to say this has been around since the 1990’s. Not all websites get paid by the click. I have been running one since 1999 and rarely take a cpc campaign. I do love what FM does because it involves high quality and paying engaging sponsorships that are great for both publisher and advertiser. PBS (left with no disclosure that she/he works for FM) November 2008

Isn’t Mahalo just a new Quiver? Sold to Inktomi back in 2002?- Battelle Media June 2007

FM gives publishers 60%, while doing ALL sales, collections biz dev etc… all while delivering some of the highest CPMs around. Can you name another rep firm that

1) only keeps 40%
2) has a CPMs over $5

Ad networks typically keep 40% – 60% of revenue and yield sun $2 CPMs if the pub is lucky.– Tech Crunch May 2008

Owen Obviously you know nothing about online advertising and demographics — there are way more women that read TC than you would think. -ValleyWag August 2007

What’s wonderful about Federated Media’s troll employee is that he/she has a consistent voice. I love that JackMayhofferr is so easily identified, that Jack is a great employee who is clearly loyal to the brand. So loyal, in fact, that he’d even troll his own CEO’s blog in order to dismiss Jason Calcanis.

I’d like to squee a little and jump around the room and thank Federated Media for their sloppiness. Sometimes as a blogger you have to work very hard to prove to people that companies have bad business practices, or that they might have one (or more) employee who is both abrasive and dumb (an unfortunate combination), but Federated Media made it easy for me.

Last week Peter Spande left a nice comment on my blog, it included the phrase:

Let me assure you, this isn’t the way should, or usually do, operate. My apologies to you. I’m not proud of this and take it very seriously.

Well Peter, it may not be the way you as a person operate, but it surely is the way that at least one Federated Media employee has operated for the last three years. The Federated troll was incredibly bold, posting on his own CEO’s blog. As a blogger (and a housewife not a CEO) I find it incredible that a titan of industry wouldn’t recognize his own employee as I so easily did.

Click to enlarge and enjoy

Update: another JackMayhofferr gem is at Mashable. Mashable is a publisher in the Federated Media Market:

WTF was that video?? Whaaaaaa

I’ve had deal with Dick before, and guess what he IS a DICK


Of course, this was posted about FeedBurner CEO Dick Costolo. Is there no one the Federated Media Troll won’t insult?

17 thoughts on “Federated Media Business Practices”

  1. Applause to you m’dear – excellent detective work. I’d be curious to see the kind of damage, erm rather — investigating, you could do if you had lots of time on your hands :)

    Great way to wrap up the weekend,

  2. this is crazy and careless of FM. i’m surprised to read this about their company, but not at all surprised that you’re the one who has dug it up. this information deserves to be out there.

  3. I had a similar problem a few years back with an IZEA employee. And at the time they WERE courting me to get involved with them.

    I heard from an “anonymous source” later that they had identified the employee and that employee was officially “let go”, but continues to work for them in some capacity and show up to their corporate events. And the crap their employee was saying on my blog was ten times more hateful than anything in this JackMayhoffer’s arsenal.

    And again? Good for you for not being afraid to ruffle a few feathers.

  4. Oh, Snap!

    And here I was….naively thinking F.M. was one of the upper echelons of advertising media and now I see they employ douche-bags like every one else.

    Not that is surprises me all that much when it comes down to it.

    I just *luv* that you shared it.

    P.S. Jessica, I have 3 ad companies and they have always taken care of me really well…email me if you want their names

  5. bravo Jessica – there seems to be an assumption that one can say or do things online, especially on blogs, without facing the repercussions and without being held to the standards that apply in the non virtual business world. The fact is, these practices reflect poorly on individual businesses and the industry as a whole. It’s only with self policing and exposés such as this that things will evolve. Props.

  6. This goes beyond one “bad” employee. The comments span four years and FM is just finding out about him because of you posts? I call bullshit. I fully agree with David’s comment — these practices, among others, bring down our industry as a whole.

    In addition to childish and spiteful behavior, Jack’s initial comment demonstrates an utter incompetence about the space FM is in…which makes me question their expertise and ability to service clients and publishers. Very simple research shows this blog #1 has more traffic than many of the other publishers listed on their authors page ( and #2 this business isn’t about numbers anymore anyway as others have pointed out.

    I love that you took the high road initially and didn’t even mention them by name — “Jack” clearly didn’t know who he was coming up against. Now he does.

    1. I meant to say “this business isn’t *just* about numbers anymore.” Pageviews, uniques, etc are important but only part of the equation.

  7. Remind me NEVER to piss you off darling, because you could sniff the dirt off a flea. Well done.

    I am constantly amazed by the sheer amount of doucheknobs in the world. Wow.

  8. I hope FM will address this. This is very concerning to me… essentially harassing bloggers, including ones they represent.

    It’s amazing how people still think they can get away with trolling. I had an employee of a famous travel/sporting goods brand post fake comments on a review… but the IP address showed they were on that company’s network. I mean really… they do realize that we can see that stuff, don’t they?

    Well I hope that FM realizes that they need to get in front of this and quick. I hope there’s some transparency going forward about their “trolling” policy.

  9. As I already knew, you are one smart cookie. Hope they find Jack a great yoga class to breathe thru the issues, and thanks for the reminder that Nothing. is. Anonymous. EVAH.

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