I’ll admit, I’m a techie, even though I'm in media. Not a minute goes by that I don’t check tech blogs to learn about the latest and greatest widgets hitting the market. Despite the fact that my apartment is overrun with all sorts of gadgets, I am no expert. I want products that simply make my life easier and more productive.

This mentality has lead me to adopt devices like the iPod, iPhone, iMac, Macbook and more than 100 software applications. Following suit, I discovered another Apple doodad that I think us normal folks could use and appreciate. Best of all, it’s free and you don’t need to stand in line at the nearest Apple store to get one.

Introducing Safari Extensions. Extensions, also known as add-ons, allow users to add persistent items to Safari, including web-based content and scripts that modify the way the browser presents content. In other words, you can add some of the Web’s most popular content, including Facebook, Twitter, news and sports information, to Safari’s toolbar. No need to keep 10 browser windows open anymore to stay in touch with the cyber world because content is streamed directly to your toolbar.

See the example below of a browser with Twitter’s extension installed:

To install extensions on your browser, you must first download Safari 5.0.1 here. After doing so, visit Apple’s Extension Gallery here to see all the extensions available. After choosing an extension, simply click to install and Safari takes care of the rest. See, I told you didn’t have to be an expert.

Safari may be the last major browser to add support for extensions, but it was well worth the wait. The installation process is simpler than add-ons in Chrome or Firefox. Plus, Apple has made sure its approved extensions are digitally signed and sandboxed so that you and your data are protected.

There are several extensions in the Safari Extension Gallery and hundreds more scattered around the Web. For security purposes, I encourage you to only download extensions from those approved in the Safari Extensions Galley. I have compiled a brief list of the must have extensions for your collection. Since they’re free, go ahead and splurge by downloading all of them. Plus, you can turn extensions on and off from the preferences pane inside Safari.

Must-Have Safari Extensions:

1. Twitter for Safari
2. New York Times Updates
3. My eBay Manager
4. MLB.com Toolbar
5. 1-click Weather for Safari
6. Meeting Scheduler for Google Calendar
7. Better Facebook
8. Coda Notes
9. Last Pass
10. Snapper

If you’re interested in learning how to develop your own Safari Extensions,  join the Safari Developer Program for free here.

You probably can’t remember the last time you used Yahoo for online search. Today, more than 70% of all online traffic runs through Google. Coupled with the rise of Microsoft’s Bing, I wonder how much longer Yahoo will be able to stay afloat?

Although Yahoo’s reign as king of search is over, there is still a lot left in the tank for the Net’s oldest major directory. Instead of trying to go head-to-head with Bing or Google in the search market, Yahoo will make its attempt to become the authoritative source on Web content.

Earlier this week, Yahoo announced the launch of “The Yahoo! Style Guide: The Ultimate Sourcebook for Writing, Editing, and Creating Content for the Digital World.” Available July 6, 2010, this book intends to offer advice to anyone who writes or edits for the Web.

In addition to answering all your grammar and spelling issues, the guide also others several other web-related resources, including information on how basic webpage coding and how to optimize a website for SEO.

One exceptionally useful feature is that users can logon to http://styleguide.yahoo.com and get their toughest questions answered by the editors. This book is truly the one-stop shop for all the information you need to create flawless and engaging content for your digital space. Plus, it’s much cooler than your outdated copy of “The Associated Press Styleguide” that now serves as a coaster instead of a reference tool.

“The Yahoo! Syle Guide” has received endorsements from some of the nation’s top scholars and institutions, including California State University, Nielsen, San Jose State University and Kent State University. The book will be available in both print and online editions and will be compatible with the Apple iPad and Amazon Kindle. The style guide will be hitting a newsstand near you at a manufacturer suggested retail price of $15.

My recommendation? This is a must-have for any media professional and is sure to overtake “The Associated Press Stylebook” as the go-to source for digital publishing. So, go clear off a portion off your desk and head to your nearest bookstore to reserve your copy today. After all, you don’t want to be the one person who still adds a hyphen to “email.”

If you’re a self-proclaimed MacHead like me, then you are well aware and consequently excited that the Apple Worldwide Developers Conference is less than a week away. As the premier technical conference for developers innovating with Apple technologies, it is also the venue for most product announcements for the world’s largest technology company.

Geek or not, we all know that Apple is notorious for closely guarding secrets pertaining to new products and services. Due to Apple’s inherent secrecy, many bloggers, writers and geeks all over the world take it upon themselves to search deep for clues hinting at the next revolutionary product from Steve Jobs. Before long, the Internet is saturated with bits and pieces of rumored info about upcoming products from Apple leaving consumers dazed and confused.

CurrentMarketing has long been a supporter of Apple and the MacOS, In fact, our CTO Anthony Bouvier will be making the long journey to San Francisco next week to WWDC to learn how to implement some of Apple’s latest technologies for our clients. As a life long Mac users and a former Apple employee, I thought it might be best to sort through the countless rumors online and make my own predictions for WWDC 2010. Feel free to leave a comment after the official announcements are made on June 7.

•    4th Generation iPhone. Go ahead and break open your penny bank because this is one rumor that might as well be considered fact. Although the name of the next iPhone is still uncertain, its existence is certain ever since the next generation iPhone was misplaced by one of Apple’s software engineers. In fact, cases for the next generation iPhone are already popping up online. Rumored features of the next generation phone are to include a higher resolution display, front-facing video camera as well as a new housing design. The phone is also supposed to carry Apple’s new A4 processor, which made its initial debut inside the iPad earlier this year. I also expect to hear that the new iPhone will have improved battery life as well as higher flash storage capacities. Outside the features of the new device, the bigger announcements will be made in regards to service. I truly believe Apple will open its revolutionary device to other carriers beginning this fall. Which carrier will get it? Some say Verizon, others look to Sprint. I say both. That being said, however, I predict that AT&T will remain the cheapest service producer of the three. Although not a rumor, don’t forget that the next generation iPhone will be running the newest mobile operating system from Apple-iPhone OS 4.0, which was announced earlier this year as a free update for all current iPhone 3G and 3GS customers.

•    Another prediction I have is a major update to Apple TV in the coming months. Some say it make its debut at WWDC, I doubt that it will, but I will keep my fingers crossed nonetheless. This product might be hinted upon at WWDC, but will not be announced until this fall, which is the traditional season for iPod updates. According to bloggers, the revamped Apple TV hardware will resemble the next generation iPhone and rely on cloud storage instead of a local hard drive like the current generation of the product. More than likely, this change to the Apple TV will include a subscription based model, like Mobile Me. I strongly believe the Apple TV service will become a part of the Mobile Me package. Others rumor surrounding the new Apple TV includes full 1080p HD support as well as the ability to sync with Time Capsule for extra local storage. Most interesting, however, is that there has been a lot of chatter that the Apple TV will actually run the iPhone OS, which begs the question if users will have access to apps as well as a full Internet browser straight from their Apple TV. All we can do is wait and see, but don’t get too upset if you don’t see this at WWDC, but rest assured its coming soon.

•     iTunes.com? Yep, that’s right. I believe Apple is nearing completion of a subscription based music service. Where’s the evidence you ask? Well, Apple recently acquired and then closed down online music provider Lala.com on May 31, 2010, which is just in time for WWDC. According to the latest buzz, this cloud-based version of ITunes would allow users to upload their media collections to Apple and then stream music, movies and podcasts to other devices. By doing so, users no longer have to locally sync data. Although this new product and service seems useful and logical, it also has the most legal red tape. I believe that iTunes.com will either become apart of or an add on for Apple’s existing cloud-based data service Mobile Me. The chances of this product going live during WWDC are slim, but Apple often announces new products with release dates forthcoming.  I don’t know how you feel, but I am very excited about the possibility of a cloud-based iTunes as it solves the headaches brought on by synching all my Apple devices all while saving precious hard drive space.

•    What about Mac? Remember Apple makes computers too. And with WWDC just around the corner, many speculate that Apple may make some long needed updates to its line of Macintosh computers. I believe the two machines most likely to receive a refresh include the MacBook Air as well as the Mac Pro. Both of these models are long overdue for an update and WWDC seems like a likely venue to bring them up to speed with the rest of the Mac line of personal computers. It is quite possible that the announcement of these updates could come during WWDC, but the products will not be ready for purchase until late June. As far as the specifications of the update, anyone’s guess is as good as mine. But, I believe the update for the MacBook Air might be a big one making this ultra portable computer much more powerful and affordable.

Fresh off my graduation from Ball State University’s renowned advertising program, I found myself as the newest member of the media department here at CurrentMarketing. Textbooks were replaced with job numbers and clients soon replaced professors. Although change is good, it can also be overwhelming when you’ve spent the last four years cramming for exams and completing projects for make believe clients.

It’s the classic dilemma of theory versus practice. The perception is that one’s degree is supposed to completely prepare oneself for their desired career. But let’s be honest, this is one of our society’s biggest misinterpretations. Theory can only get one so far in this creative, ever-evolving industry. As a result, a gap exists between what one learns in school and what he or she should expect in the so-called “real world.”

In an effort to help bridge this gap, I’ve compiled a list of thoughts about what one might expect when landing that first agency job. So take out your moleskin and jot these down, because I bet you didn’t hear this in your introduction to advertising course.

1.  It’s real now. The days of gold stars and grades scales are over. Clients as well as your employers expect to see your A+ work everyday. It is important to remember that this is a business where money is at stake. Mistakes usually end in financial loss for the company instead of the usual 5-point grade reduction.

2.  Listen up! It’s easy to walk into the first job wanting to impress your coworkers with all your skills and knowledge. After all, you did just spend four, maybe five, years of your life with your nose buried in a textbook. The best bet, however, is to listen and learn as much a possible. Knowledge is only as good to someone who knows how to apply it.

3.   Warp speed. Efficiency is key in an agency. One must be able to work quickly and accurately to keep pace with client needs. So, get organized and learn to multitask. Cramming won’t cut it either because quality of work will suffer as a result. Unlike the golden years of college when you knew what tests or projects laid ahead, your workload at an agency can change in a heartbeat. In other words, always be ready to kick yourself into warp speed.

4.  Traffic Jam. When working on campaigns in the academic realm, you either worked alone or with a small group of peers. Thus, simple after class conversations and the occasional text message usually facilitated communication amongst the group. At a full-service ad agency with several dozen employees and a client roster longer than your monthly grocery list, workflow is a bit more complicated. So when you step into your first job, be ready to learn about the wonders and importance of traffic. Failure to do so might lead to missed deadlines and a pink slip in your mailbox.

5.  Leggo your ego. No, I’m not saying you have to give up your morning waffle, only your ego. As much as you might think you know it all, I assure you that you do not. Your employer understands that you are new. Entry-level positions are not about what someone can do now, but what they can learn to do later. That being said put your ego aside and ask questions. And above all, be honest with yourself and others. Do this and you will be a great asset to the agency. Don’t worry; you’ll have plenty of time to build up your ego again as you acquire more experience.

6.  Oh yea, it’s fun too. If you truly love the industry, working at an agency is fun. In school, you only learn about the business side of things with little attention given to the fun that takes place inside an agency. And yes, the work hard play hard myth is true, at least at the good agencies. So for those of you on the job hunt, consider the company’s culture as much as its client roster. Doing so will make you much happier in your own brave new world.

Several months ago, Apple made an interesting move by purchasing Quattro Wireless, a mobile ad network, for a rumored $275 million. Many, including myself, wondered what Steve Jobs had up his sleeve. After months of rumors and chatter, questions were answered with the introduction of Apple iAd network earlier this month.

Since its launch, the blogosphere has been full of what this new mobile ad network means to the ad industry and ultimately mobile phone advertising. Some wonder if this is the first glimpse of the future of mobile marketing, or merely an attempt by Apple to control and profit from ads featured in iPhone, iPod Touch and iPad applications. I imagine it’s a little of both, but only time will tell if the network will be able to deliver on its promise to deliver better, more engaging, ads for its mobile device users.

Although iAd will not launch until the iPhone OS 4.0 is released in June, this hasn’t stopped advertisers from calling up their agencies to figure out how they can get their brand into the iAd network. But before we spend a dime of a client's budget on Apple’s iAd, lets take a brief look at how it works and its advantages over existing mobile advertising.

How does it work? Well, like most Apple products and services, its very easy. Apple is controlling most of the process, as it will sell the space, host and deliver the ad messages. In fact, Apple has mentioned that it will help develop ads for advertisers temporarily to ensure all ads on the network are of the highest quality. So from an advertiser's perspective, getting and developing an Ad seems pretty straightforward. However, agencies should beef up their skills in HTML5 and begin honing their craft in iAd production. For now, Apple seems to be going after the big-name marketers for the launch, but plans to create kits for agencies to make iAd development easier.

It should be no surprise that leveraging a brand like Apple on a new type of service has certainly had an impact on price. Recent estimates predict that Apple could charge up to $2 per click for ads on its mobile devices with most campaigns landing in the $1 million range. According to the Wall Street Journal, insiders predict that it will take $10 million to be one of the marketers included in the iAd network by the launch date.

The business structure for iAd is split 60/40 with the majority of the ad dollars going to the application in which the ad is featured while the remaining 40 percent will find a place in Steve Job’s wallet.

According to Apple, the selling points for iAd are simple:

• Access to all 85 million iPhone and iPod touch users worldwide who spend 30 minutes per day with their noses buried in any one of the 180,000 applications on the App Store.
• Marketers will be able to target ads with extreme precision based on an individual’s download preferences from iTunes. Imagine a Genius playlist, but instead of music recommendations, its ad recommendations. By doing so, Apple will be able to deliver content of interest to users, which should add to the performance of iAds.
• Similar to other mobile networks, iAds can also be segmented based on geography, allowing marketers to reach users in a specific city, zip code or even at a specific location like a city park.

So what does all this mean for ad agencies? To put it simply, it means, "Wait!" As a former Apple employee myself, I have learned that the best strategy for adopting Apple products and services is to wait. As a new type of service, it is certain to have kinks. Moreover, many of the details surrounding iAd are still unknown and will remain so until the day of its launch later this June. So unless you have a major brand on your client roster, it is best to wait before launching into iAd. Take this time to research and learn from the best and worst and see if Apple is truly able to deliver measurable results for its first group of advertisers.

Finally, remain aware of the contraints of this new tool. iAd is only open to iPhone, iPod Touch and iPad devices. So before you allow your clients to drop a cool $1 million on a campaign, be sure to match the brand’s target market with the users of Apple mobile devices.

True to form, I believe Apple has once again delivered a new tool for agencies to use to help clients reach constituents. But it’s not for everyone. So unless you have a major marketer on your hands, take this time to learn and prepare. Being the first to do something doesn’t always lead to success, but adequate preparation and knowledge does. So, be ready for iAd, but resist pulling the trigger until you know it will work both for the agency and the client.