Battelle at Web 2.0 Conference, 2005
|Born||John Linwood Battelle
November 4, 1965 (age 47)
Pasadena, California, U.S.
|Occupation||entrpreneur, author, journalist|
John Linwood Battelle (born November 4, 1965) is an entrepreneur, author and journalist. Best known for his work creating media properties, Battelle helped launch Wired in the 1990s and launched The Industry Standard during the dot-com boom. In 2005, he founded the online advertising network Federated Media Publishing, which now ranks as one of the top properties on the Web.
His 2005 book, The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, described the history and impact of search engines and the late emergence of Google from a field of competitors.
Battelle also co-founded and co-hosts the annual Web 2.0 Summit.
Born in Pasadena, California, Battelle studied at Chandler School, Polytechnic School and the University of California, Berkeley, earning both a Bachelor of Arts in anthropology in 1987 and a master's degree in journalism in 1992. He went on to become chairman and CEO of Standard Media International, which launched The Industry Standard and its website, TheStandard.com, and was a co-founding editor of Wired magazine and its entrepreneurial arm, Wired Ventures.
Battelle was a visiting professor of journalism 2001-2004 at the University of California, Berkeley Graduate School of Journalism where he chaired the Bloomberg Chair on Business Reporting and co-chaired the Magazine Publishing program. His projects included The Big Story, an online magazine examining how the media covers major events and China Digital Times, a bilingual news website aggregating news about China.
In 2003, Battelle and publisher Tim O'Reilly founded what is now known as the Web 2.0 Summit. Battelle called "this grandfather of Internet conferences" among his "proudest editorial works". He is now the conference's executive producer and program chair, and with O'Reilly, its co-moderator.
In 2005, Battelle began focusing on how popular blogs could earn steady advertising revenue for their work. After testing his ideas with the BoingBoing technology blog, Battelle founded Federated Media Publishing, which sells advertising space in a network of online properties, keeping a percentage and giving the rest to the site owners. Battelle likened the company to a music label, "except we don't control their intellectual property and tell them what to sing". The following year, an Ad Age reporter wrote that some 85 high-profile blogs, including BoingBoing and Digg, had become affiliated with the company, "giving up a slice of their ad dollars for the exposure to the bigger advertisers and better rates that a bit of scale gets them". In 2011, comScore ranked the company among the top 20 United States Web properties and the Wall Street Journal named Federated one of the top 50 venture-funded companies.
Battelle is on the board of the International Advertising Bureau and has become a spokesman for what he calls "the Independent Web": blogs and other semi-professional websites beyond Facebook, Twitter, and Google. He has argued that that marketers are themselves content creators, and their marketing campaigns should be rooted in "their own domain, independent from any platform other than the Internet itself".
Battelle's 2005 book The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, chronicled the rise of search engines. The book was an international best seller and finalist for the Financial Times and Goldman Sachs Business Book of the Year Award. The book has been translated into more than 25 languages.
His second book, What We Hath Wrought, will envision how the interconnected world will look in 2040, then work backwards to explore how we got there. The book will be based on Battelle's own analysis, as well as extensive interviews with other observers. Publication is scheduled for early 2013.
Batttelle maintains Searchblog, an ongoing daily site which covers the intersection of media, technology, and culture, with archives dating back to October 2003.
Battelle was named a “Global Leader for Tomorrow” by the World Economic Forum, and was a finalist in Ernst & Young's “Entrepreneur of the Year” competition. Ad Age named him one of 10 best marketers in the business. In 2007, PC World listed Battelle as one of "The Most Important People on The Web”.
Personal life 
In a brief biographical entry, Battelle summarized his personal life as: "Father of three. Drums, mountain biking, yoga, drinking with friends, taking pictures, cursing at closed systems". He lives in Ross, California.
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