other stuff i write.

Hey, the two people reading this! What’s up?

Yes, it’s been a long time, but it was for a good cause. And now that I have a new gig and a new routine, it’s about time I freshen this place up.

The perfect article for this is something I wrote nearly seven years ago and appeared, at that time, on the now-defunct site called MediasharX. (I also reviewed Gilmore Girls and The West Wing for MSX for a bit too.) Looking at it now, it almost seems like an historic document from another era. You see, back when I was a senior in college and beyond ready to graduate, I got a little hooked on discussing my favorite TV show online. In those days, we did that through message boards and a little thing called email. When I see what shows like Glee have going on today, with their Twitter and Facebook feeds, text updates and all the information you can imagine right at your fingertips, I can’t help but be a little jealous. In my day, we had to work for our fandom!

(And we weren’t exactly the most popular kids on the interwebs, either. You Bieber fans have no idea!)

So this is a recollection of constructing a fandom on the Internet and monetizing it—along with some media history and theory I learned in all of those comm classes. It was a lot of fun to write (and research), and it’s honestly one of the stories I’ve written that I like the most. Even if it’s outrageously dated by now.

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If anything was learned from the Clay vs. Ruben controversy on American Idol, it’s this: Do not underestimate the power of the television fanatic. Bottles of Tabasco sauce flooded into WB network offices in 2000, courtesy of Roswell fans bent on saving their show from cancellation. One of the first organized fan campaigns fought to keep the original Star Trek on the air—and morphed into the legendary fandom that exists today.

The advent of the Internet has broadened the experience of being a fan. In the past, only the most obsessed fans gathered together at conferences or published ‘zines on their fandoms, lapping up details on the next film or comic book and revering the creators as demigods. Instead of that pathetic and bespectacled image, fans now brought together by the Internet are banding together and turning proactive to take control of their programs. They’re acting as network executives and paying for the privilege.

I’m one of them. And I only wear glasses for driving. Honest.

After going through Friends and ER, my current favorite is the ABC spy drama Alias. In many ways, I’m typical of the Internet fan. I spend much of my free time at the Web site TelevisionWithoutPity.com, nitpicking episodes and searching out spoilers with those similarly obsessed. And like many of this new breed of fan, I’m willing to put my money where my mouse is.

Aaron Nadler, a college student from Harrisburg, Penn., is a poster in the Alias forums at TWoP who assisted on a banner ad campaign hosted by fellow fans. When asked why he visits TWoP, he incredulously responds, “Why not?”

Fans all across cyberspace were thrilled to hear on Aug. 1, 2003, that the trendy Web site had resolved its ongoing financial troubles to continue its unique approach to fandom another year. The site’s forums give diehard television watchers an arena where such devotion is commonplace, but with the caveat that fandom does not automatically mean mindless adulation. When judging shows on TWoP, impartiality is discouraged. Once known as Mighty Big TV, TWoP was the place where The West Wing creator Aaron Sorkin famously tussled with online fans as Benjamin, his nom de keyboard. He later dedicated a subplot on his show to illustrating his less-than-flattering impressions of TWoP users.

The site is well known across the Internet for its combination of cynicism and humor—more popularly known as “snark.” In one post, a typical TWoPer can go from proclaiming undying love for their show to ridiculing the main character’s speech pattern, makeup or very reason for existence. Mention the Pixel Challenge competition (a contest for the most creative use of Photoshop) and the words “Jennifer Garner Celebrity Hot Tub Party,” and you’ve got TWoPers across the world spitting diet soda on their keyboards. Another example of the site’s irreverent nature is the term “HoYay.” Short for “Homoeroticism, Yay!” it was jokingly invented by TWoP users to laud subtext of that very sort.

This mockery reflects the rough environment of the site. Instead of the typical juvenile gushing and flame-wars of most Internet message boards, respect is instituted in a trickle-down fashion. Moderators rule with iron fists, editing posts for failing to pass grammatical snuff and booting users who display embryonic signs of “trolling.” In turn, users are wound so tight with the thought of offending a moderator that they patrol fellow posters. Membership in the TWoP forums is a privilege for which one is not entitled by simple registration.

The restrictions only allow the most respectful cynics to post, thinning the pool to the most motivated—and articulate. “When I finally signed up, I found myself hanging about in a few of the forums—Buffy, 24, Angel, Alias—and I found an amazing group of insightful, polite and content-rich postings relating to those shows,” Nadler said. The intelligence and thoughtfulness on the site has lured many an executive producer to the thorny pages of posts, some of which certainly call for their heads. Sorkin is just one such muckety-muck. In an October 2002 article in The New York Times, Alias creator J.J. Abrams said, “I’ll accept a smart critique from anywhere, whether it’s from a 50-year-old studio executive or a 12-year-old kid in a rural town…They’re doing what I’d be doing if I weren’t working in TV.”

Alias premiered in the fall of 2001, and ever since, has become a program even fans find difficult to describe. The latter half of its most recent season had former double agent Sydney Bristow working with her father to bring down her nemesis, who had teamed with her treacherous, former KGB agent mother to locate the artifacts of a 15^th-century prophet.  She had also begun a romance with her CIA handler while her roommate was murdered and replaced by a genetically engineered double. And one throwaway scene this season confirmed that even jet-setting spies can receive their doctorates in literature. But if you want to know what happened in the one and a half seasons leading up to this, you’ll quickly learn that Abrams likes revamping his show’s premise.

With all the marketing challenges of such a Byzantine layout—It’s spiked with spy action! It’s a heartfelt family drama! It’s a rule-bending sci-fi!—ratings for Alias are tepid at best. The Nielsen ratings placed it around the 60th most popular show after its first season in the Sunday 9 p.m. timeslot, but scheduled against The Sopranos and an incarnation of the popular Law & Order franchise in its second, the ratings declined and placed it 72nd. Despite the lackluster showing, Alias has the buzz of a show exponentially more popular and a cult fanbase similar to those that sustained shows like The X-Files for years. For instance, the Alias forum is always buzzing and typifies all that is TWoP. The “Dear J.J.” topic opens a direct line from fans to creator. Humorous nicknames stemming from the popular recaps and from users themselves abound in casual conversation, such as the ever-popular “SpyDaddy.” But the rest of the forum isn’t always so complimentary.

The clichéd longing looks once exchanged between Sydney and handler Vaughn prompted one exasperated fan to plead for the other characters to play matchmaker by lining the hallways of the CIA and singing “Kiss the Girl” from The Little Mermaid. A beard and turban disguise worn by star Victor Garber in an episode last December elicited derisive snorts even from diehard fans of the actor. And many users grumbled about the blatant pandering the show made to the football audience by showcasing star Jennifer Garner’s lingerie-clad assets in the opening moments of the episode that aired after Super Bowl XXXVII in January.

The users at TWoP are media-savvy enough to understand how such a display figures into the economics of a television show—the Super Bowl gives a struggling show the lead-in of a lifetime, and by advertising a sequence straight out of Maxim, the network is just capitalizing on the demographics of a football game. Making sure Alias stays on the air is a prime concern of its fans as well, but they don’t like the effort muddying the integrity of the narrative. Sydney had never been a modest character, especially with her various disguises employing skin-tight rubber, but she is also an assertive, modern female. This was the first occasion where the objectification of her body for ratings purposes was blatantly obvious.

But instead of simply accepting commercially dictated changes like this as something they couldn’t control, the fans took matters into their own hands. In addition to making their feelings on the subject well-known in the “Dear J.J.” thread, fans turned to another method: advertising. And TWoP gave users the opportunity to spend their own money promoting their favorite show by handing over control of the forum banner ads—creating an odd, never-before-seen confluence of Internet and television advertising.

Internet users are very familiar with those pesky ads that ask you to pick a favorite color, or hit the bouncing ball, or tell you that you’re the site’s one-millionth visitor, all to get you to click. Visitors to the TWoP forums didn’t encounter any ads like this, instead seeing homemade banners crafted by amateur graphic artists. These banners advertised select shows, ones often not seen in the upper echelons of the Nielsen ratings, but worshipped by TWoP users nonetheless.

Glark, the online handle of David T. Cole, one of the three TWoP “elders,” said the decision to switch from corporate ads to those funded by users came early this year, mostly due to circumstances outside their control. “Ad brokers rarely want to place ads on pages with user-generated content due to its unpredictability,” he said. Because of this, few advertisers were buying ad space on the forums even though several hundred thousand users were taxing the limits of the servers (and the elders’ pockets) each day. The elders needed a way to generate cash to keep the popular site running in the short-term while investigating more permanent financial options. TWoP users knew that a decision on the site’s fate was coming after the end of the 2002-03 television season, and they were desperate to do something to show their support. Those two concerns met head-on in the forums’ ad space.

The setup allowed users to fire up Adobe Photoshop or other comparable graphics programs to create their own ads, or submit copy to Glark for design, which was included in the cost. Layering was also an option, which allowed any ad buyer to submit four separate ads. One ad would appear on each level of the TWoP forums, giving buyers more bang for their advertising buck. Ad creators could also designate text to appear in the banner’s alt tags. Ads initially cost $100 for 24 hours in the forums, and $50 for each consecutive day after that. These banner ads were for TWoP users alone—there was no tracking information provided for ad clients nor any of the bells and whistles associated with Internet advertising. “It was all grassroots stuff,” Glark said.

The opportunity for users to create their own ads caught on right away, and became one of the hallmarks of a site already famous for irreverent reverence. Creative promotion of individual shows began fast and furious—characters, popular couples, even wardrobe choices became fodder for banner ads. A whole thread devoted to banner ad praise—prime real estate on a Web site already strapped for bandwidth—allowed creators to interact with their instantaneous groupies. New ads would send observers scurrying to examine all the jokes in intimate detail, and an informal camaraderie blossomed amongst ad creators as they shared the warm, fuzzy feeling of supporting their favorite Web site.

But this didn’t mean there was no competition. The originality and sheer number of ads created by those known as TARflies (fans of The Amazing Race) and Wingnuts (The West Wing) upped the ante for all banner makers. Within weeks, all banner ad campaigns had to incorporate layers and snarky alt tags or face ridicule. There was even competition within the same fandom. Fans of the Tara/Willow lesbian relationship on Buffy the Vampire Slayer created ads condemning Tara’s death, using rainbow motifs and declaring, “They are the magic.” A group of opposing fans bluntly bit back by advertising that Tara was dead, signing the banner with “Fans of moving the hell on” and setting off a blistering flame war that likely ate more bandwidth than the ads covered. The monkey employed by the opposing users in their ad has since become the icon of the TWoP “Banner Ad Wars,” and is available on t-shirts and mugs for those who wish to preserve the memory.

For Alias, the gauntlet was thrown one afternoon last spring, when one poster spotted an amusing banner ad for the HBO prison drama Oz, which said, “Our HoYay can totally shank your HoYay.” Following a casual statement about the possibility of a banner ad campaign in the “Alias in the Media” thread, the next week passed with almost a thousand dollars raised from dozens of distinct users and more than 100 separate suggestions for ad copy.

Somehow, an impromptu organization took hold. Five different sets of ads were planned, and the copy concepts were divided accordingly: general ads about the show as a whole, then ads dedicated to the family of spies, the romance, and sidekicks/enemies as well as a thank you to the show’s creators. A group of four users amicably split the stresses of collecting votes for ad copy and publishing a Web site for Alias newbies intrigued by the ads. They tweaked copy and workshopped the graphics with two amateur designers who volunteered to create the ads based on the chosen favorites.

Nadler was one of the designers and used the opportunity to hone his burgeoning commercial design skills as well as augment his passion for the show. “A picture is worth a thousand words, and a funny banner is worth a thousand misleading commercials,” he said. “I think that promos for television shows should be catchy, memorable, and (have) a positive message about the show—without giving away the ending a week early.” The fan-voted spots favored more obscure characters and plotlines rarely referenced in network advertising, and definitely treated them with the TWoP flavor of snark.

On fan-favorite Mr. Sark: “Evil has never been so sexy.” On the broken relationship between Sydney’s parents: “Love means never having to say, ‘Why did you shoot me?’” On Sydney and Vaughn: “Screwing protocol. And each other. Keep your HoYay. We’ve got SpySex.”

Even though the show can be confusing to even the most dedicated viewer, these ads filled a void that Alias fans everywhere agreed that network advertising was not addressing. ABC is widely loathed for canceling low-rated fan favorites, including Sports Night, Once and Again and Cupid. The overwhelming belief in the forum is that the network cancels complex, intelligent programs it finds too difficult to promote, earning the nickname of “ABCimians” or, more simply, “monkeys.” Nadler points to one tagline as the epitome of the network’s lack of imagination in promoting such an intricate show.

“Also, ‘Double Oh-Yeah… with a kick!’—I mean, seriously,” he said. “That had absolutely nothing to do with the show, and plenty to do with making the show look stupid.” That’s only one of many fouls fans say the network has committed, including running a repeat on the weekend that the opening of Garner’s blockbuster movie Daredevil coincided with her appearance on Saturday Night Live, and a 40-minute post-Super Bowl show earlier this year that pushed Alias out of prime time on the East Coast.

To Sabrina Pavolini of Austin, Tex., the other graphic designer, this was ABC’s worst fumble. She said that as a subsidiary of Disney, ABC is failing to capitalize on numerous cross-promotional opportunities. But she also recognizes that fans may have more enthusiasm for the process. “Your average ad person is there to do a job. There’s a very good chance that they don’t have that ‘connection’ or special feeling for the show they’re working on,” she said. “To them, it’s just another day at the office. For people who love the show, I think it becomes more than that.”

Media scholar Henry Jenkins labeled this phenomenon as “textual poaching” more than 15 years ago, referring to fan activities such as fan fiction that have since proliferated on the Internet. Fans believe they have purer views of their favorite characters and plotlines than their creators do, so they wrestle control away. Fan fiction allows fans to rewrite narratives and plotlines in their own individual ways, but the banner ad campaign gave Alias fans the opportunity to take commercial control away from ABC under the belief that they could do better. “I want (the ads) to be something people notice—something to make them think ‘Wow, those Alias fans are amazing!’” Pavolini said. “In an ideal world, the banner ads would make everyone watch Alias.”

This enthusiasm resulted in 20 separate ads completely generated by fans, in content, design and funding. The campaign debuted to great praise from both Alias fans and TWoP users, and much to the delight of the hardworking fans, the incessant ads produced numerous converts. “Quick question—when is the season premiere of Alias? Because sadly enough…it was your brilliant banner ads that have sucked me into Alias,” said one user. “Go creative minds. Banner ads: they’re like heroin.”

After that initial ad campaign, the TWoP format changed slightly. Fifty dollars gave any submitted ad a week in the banner ad pool. Each click in the forums brought up a randomly selected ad out of the dozens in the pool at any given time. The topics broadened to praising the site’s recappers to conveying birthday wishes and campaigning for presidential hopeful Howard Dean—individual messages that up to 300,000 users see every day. Alias fans have continued to donate money to TWoP via banner ads in response to the show’s season finale, which was—at the very least—controversial. Sydney and Vaughn fans were upset that he was wearing a wedding ring in the last moments of the episode; Sark fans wondered what would come of the sexy assassin now that he was in CIA custody; and the show’s inexplicable jump two years ahead in time jarred everyone. The desire to express those opinions in pixelated form kept TWoP’s coffers overflowing this summer.

Even though fans were paying much less than corporate ad brokers, the temporary funding provided by the fan-sponsored ads allowed TWoP the freedom to negotiate new contracts. This led to the joyous announcement in August that the site would remain open for at least another year. Unfortunately, these contracts include forum ads, so those created by users will soon phase out. But the ads have become so popular that Glark has pledged they will live on elsewhere on the site, perhaps as part of the Pixel Challenge. “The response was great and certainly exceeded our expectations,” he said. “Our users are a great bunch.”

Thankfully, Alias fans received relief midway through the banner ad campaign with the news that ABC had decided to renew the show for a third season. The season premiere on Sept. 28 will provide the first clue as to whether the ads created by fans will actually boost ratings. With the possibility of a fourth season hanging on improved popularity, the producers may need all the help they can get.

The TWoP banner ads have proven that dedicated, intelligent fans are willing to work to save their favorite Web sites and television programs. Pay attention, J.J. Abrams: Even a simple, snarky campaign staged by the nerds and geeks of the world can’t hurt. They have the power. Just ask Clay Aiken.