Matthew Buckland

Izimvo has the pleasure of introducing South African Internet maven, Matthew Buckland.

Named as one of South Africa’s top 100 most influential media and advertising people, Matthew’s illustrious career includes founding 20FourLabs.com and heading up Mail & Guardian Online.

Matthew has recently left the corporate world to start his own company,  Creative Spark. He has also recently launched Memeburn.com, an online publication focused on startup news and analysis.

Websites: http://www.matthewbuckland.com
http://memeburn.com
Twitter: http://twitter.com/matthewbuckland
Location: Cape Town

Matthew was kind enough to answer the following questions:

Personal

Q: The all important personal profile. How would a close friend introduce you at a social event? i.e. Name, age, company, interesting fact etc.

A: This is Matt – he’s somewhat of a geek. He’s now 35. He’s left the corporate world and now runs his own company Creative Spark, which builds websites, mobile sites and apps, but also publishes memeburn.com and amatomu.com.

Interesting fact? He started programming at the age of 7 (ZX Spectrum 48k in BASIC), did a journalism degree specialising in new media and has a wife, two little daughters and a Weimaraner.

Q: Tell us something that not many others know about you. This could be anything from a phobia to your favorite movie.

A: I have a real issue with Parktown Prawns. I get irrational about them. I can be slightly OCD sometimes.

Q: What do you enjoy doing when you want to get away from it all?

A: Playing squash. Spending time at the family farm just outside George at the top of the Outeniqua pass in the W Cape. Playing the odd game of geek cricket. Travelling. Playing with my two naughty daughters, Isabel and Stella.

Q: How would you describe your dream home and where in South African would you like it to be?

A: It would be right here in Cape Town, one of the best places in the world to live. I might opt for Kommetjie though, and it would have glass walls.

This question was proudly sponsored by Private Property. Looking for the home that has it all? Well this R6.15m 5 bedroom home in Noordhoek has top finishes throughout the house, views, pool, underfloor heating, fireplace and much much more.

South Africa Online

Q: Congratulations on the successful launch of Memeburn. What was the impetus for starting the site and what have been the greatest obstacles in bringing the idea to fruition?

A: Thank you. There were two major reasons for starting Memeburn (pronounced “Meem”).

One: I’m just doing what I enjoy, which is writing and reading about emerging technologies, start-ups, new media and social media trends.

Two: I felt there was a gap in the market for a site that analyses social media and emerging technology trends in South Africa, Africa and broader emerging markets.

The biggest obstacle has been budget and time. Memeburn is 30% of what we are doing — but as the site grows and generates more revenue, we’ll bring onboard more journalists and a full-time editor and begin expanding to Africa and emerging markets. We have signed up some quality advertisers on the site and the site’s done solid traffic for its very first month — so it’s very promising.

Q: What advice would you offer those wanting to start an online business and is an advertising-only business model a viable option here in South Africa?

A: I think you should look at multiple revenue models, which include advertising and transactional revenue. There has been quite a bit of criticism about the banner ad (from yours truly too), but the reality is that this is what the industry knows and understands at the moment — and broadly they work.

The advertising model needs to evolve and adapt however. There isn’t enough innovation happening here. All the advertising innovation is happening at companies like Google and Facebook. The online publishing industry seems to be stuck in a rut, not sure what to do here.

Efforts to create paywalls just show a lack of imagination. Media companies can go ahead and paywall themselves into extinction: It’s a fundamental misunderstanding of what the internet is.

Q: Give us an insight into the daily running of the site. How are stories selected, how many writers do you have contributing to the site and who clicks the final publish button?

A: We have more than 70 contributors signed up, of which we have published just over half. Our contributors are industry leaders and contributors who can write well and have interesting things to say. We have a freelance writer who does the news too. I also sometimes compile the news reports. We have a project manager who subs the stories and puts them live.

Q: What were your initial traffic goals for the site and have your readership numbers been inline with your estimations?

A: I wanted 25k uniques and 50k PI’s in the first month — and it looks like we are on track for this. It’s been an amazing experience because this is a site that has been launched and marketed solely via social networks and the blogosphere. It seems to have worked.

Q: As one of South Africa’s most influential new media specialists, what are your predictions for an online South Africa? Do you think we are capable of producing the next Google or Facebook?

A: I think there are many opportunities for niche social networks. I also think that all major websites should start seeing themselves as “unrealised social networks” and build social layers on their offerings: bespoke and integrated with the world’s major networks like Facebook and Twitter. Networking and sharing is a fundamental part of humanity, why shouldn’t it be a part of the sites we read too?

Q: What can we look forward to from Memeburn in 2010 and beyond?

A: Once the revenue model has stabilised and I have a full-time editor we’ll look at Memeburn Phase 2. We need to separate opinion and news, we need to get more news and interviews. We’ll also expand more aggressively into Africa and key emerging markets elsewhere. We need to think about it though, because the current format is working well. I’ll also start paying some of our top contributors.

Life in South Africa

Q: Have you or any of your immediate family been affected by crime? If yes, has it changed your perception of the country and the way you and your family live your lives?

A: Yes we have, but luckily nothing severe. We had an attempted burglary in Hout Bay that was, luckily, averted. In Joburg we had a break in and car radios stolen. It just means we are more careful and take more precautions to secure our properties. It would be naive to not be aware of the vast socio-economic inequities we have in this country, which I believe is a cause of the crime problem. I’m not angry at anyone: it’s our reality.

It’s none so apparent in the place I live, Hout Bay, which features simultaneously some of Cape Town’s wealthiest houses and the very poorest. Somehow the community manages and there is a good spirit.

Hout Bay gives me hope for the rest of the country. We’ll work it out.

Q: If you were asked by the Minister of Communications for advice on how to improve Internet adoption and usage in South Africa, what recommendations would you make?

A: Aggressively promote competition. Open up regulation. Provide tax breaks and incentives for those that are contributing towards building our information economy. It’s the backbone of all business. And move at internet speed, not government speed.

Q: With less than 50 days to the first African Soccer World Cup, what advice would you offer to first-time visitors looking to sample the best in South African cuisine?

A: I’d tell them to head off to Moyos, do a “township tour” and dine out at some of Cape Town’s best such as Belugas, Five Flies, Katimas etc

Q: If you could wave your magic wand and change one thing about South Africa, what would it be?

A: The inequitable socio-economic situation we find ourselves in. We need to build a strong middle-class — this is the foundation of all successful democracies and integrated societies. This is what we should aim for.

Life in Cape Town

Q: What do you most enjoy about living in Cape Town?

A: I enjoy the tech entrepreneurial scene that appears to be growing here — and it gave me the desire and confidence to finally go it on my own. Julius Malema feels a million miles away when I drive from Hout Bay on Victoria avenue to Town, with the vast Atlantic ocean on my left and a beautiful mountain on my right.

Q: Favorite destination for a fun outing with a group of friends in or around Cape Town?

A: Groot Constantia, Llandudno beach, Betty’s Bay.

Q: If you were tasked with the building of a new tourist attraction, which other cities would you draw inspiration from?

A: I’d look at Berlin. It’s an amazing city from a historical perspective. So much happened there and so much of it is preserved and celebrated in memorials, exhibitions and museums. The whole place is like a living museum. My best city in the world, apart from Cape Town.

General

Q: If you could invite any three personalities to a poker game, who would you invite and what snacks would you serve?

A: Nelson Mandela, Barack Obama and Albert Einstein. We’d serve nachos with a healthy dose of guacamole and chilli.

Q: Which book would make required reading for all school-leavers and which book would you say has influenced you the most?

A: Netocracy. It helped me understand on a very fundamental level how the world is changing as a result of the information revolution. Also Lord of the Rings: one of the best reads ever.

Q: Given a free hour at home, which would you rather do, put your feet up and relax or look for something productive to do?

A: I like being productive. More often than not I’m working. I don’t understand what 9-5 means. My perfect situation is working on my laptop with the Test cricket in the background. I’m trying to cut down on the late nights though.

Q: What advice would most like to give the 18-year-old you?

A: Be bold. Don’t join a corporate. Start your own business. Believe in yourself more. Seek out mentors and don’t be afraid to hound them down.

Q: Who would you most like to read about on Izimvo and what would you ask them?

A: Pete Cashmore. Got any traffic to share with me mate?

We’d like to thank Matthew for taking the time to answer our questions and wish him every success for the future.

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