On 19 years of blogging. N-n-n-n-nineteen, nineteen.

Yes, it is supposed to be January 11th not the 2nd, but last year I only thought about celebrating in February so might as well celebrate while it is on my mind. I have been blogging since 19 years. Sometimes I do ask myself "did you think you'd be here in 19 years?" - most of the original "first generation bloggers" in Lebanon either quit, or migrated to other channels, or got bored, or grew up (this does not mean they became adults but I digress), while black sheep me (and I mean "black sheep" because I refused to monetize my audience!) is still here, still getting on people's (and agencies') nerves (as they pretend to ignore me, not read me, not care for what I say, and yet bizarrely if I reveal internal conversations you'd be surprised at the level of scrutiny my writings still get).

As I reiterate again, this is not January 11th yet (the inception of the blog was January 11th 2007!), so there's still time. And as is always with me, I only trickle to the outside world the very small bits of my private life I only wish to trickle - suffice to say 2025 was the proverbial annus horribilis on too many fronts to count. But this is for me to know and for you to only find out what I wish for you to know.

There is something though that comes with age. A certain, I-can't-give-a-hoot-about-what-you-think-anyhow, on a much deeper level than the one I had growing up (which, oddly, was there all there all the time). Which, paradoxically, does not mean I ruffle more feathers, on the contrary now I say the same things, but say them more kindly - heaven help us - more "paternally". I still mean the same things, don't worry, just that am saying them differently than before. 

A long time ago I was speaking with a friend from university days and he said "to have experience is to take the same decisions you took earlier, except now you are more sure about them". And indeed, he was right. 

Do you remember the hit 19 by Paul Hardcastle? Of course you don't (if you do, like me, you are just too old). Here's a snippet of the lyrics:

"All those who remember the war/They won't forget what they've seen/Destruction of men in their prime/Whose average age was nineteen."

Well, like Miss Jane Brodie (thank you LBC for introducing us to stolen film classics!) my prime is now way behind me, but unlike Alan Parson's Project, I am still far from being "old and wise" (two references no one will get, unless they are up the hill like me). In that neutral no man's land, my blog's average age is 19. 

N-n-n-n-nineteen, nineteen.

This blog is now an adult. 18 years and ongoing!

Artwork by Tarek Chemaly

Oh heaven help us. You know one year I actually forgot my own birthday? Well, in the plethora of life, I have forgotten this blog's date of inception! January 11th 2007. This means I have been blogging and getting on people's nerves for 18 years and more. So basically, this blog is now an adult. 

I am truly trying to think what this all means. No no, not just the numbers which oddly are still here, even if as of late I am exceptionally busy, or because the source material got less and less due to the ad slump we are facing. I mean, somehow, I feel there is a shift, one which comes with age, the blog and mine's. I worry less and stress less and can't give a toss less. I feel more relaxed, a little more trusting that things will end up where they ought to end up without the histrionics from my side. 

Also, I am becoming more and more, overtly a "mentor" which I have always was, but now people (youngsters truth be told) call me so overtly. I was always generous with advice, but now they label it for what it is. Which I find a bit... tender? I am not sure if this is the word.

Of course with time, separating the personal me and the public me becomes a little difficult even if I try to do it. I still want to keep a part of me hidden and no up for public consumption. Despite the many projects I am helming at this point - even if teaching has been left off the menu due to different reasons. But who knows what the future can bring, even if no classroom dispensing knowledge and information is part of my DNA.

And this blog goes on, with all the eyeballs and numbers attached to it. Which makes me exceptionally proud as to why would anyone still be - 18 years later - interested to read my opinion and thoughts about advertising and communication at large.

But the machine never stops, there is even a new book coming out soon which I am co-authoring (hello Ali and Geoana!) to add to my growing collection of authored books, and this blog will soon have a strategic partner as well. I am not just "teasing" projects no, I am simply trying to say that the engine is still going in full gear. 

Exciting things are ahead.

Ah to be 18 and young!

OK, the blog is, I am not :)

About all these conversations you never wanted to have with me as a blogger

I know, I know. Being a blogger is a little dépassé. Old hat.

All the cool boys and girls are now on Tiktok - they were formerly on instagram before switching. A couple of days ago someone wanted to quote this blog for a study they were writing and referred to it by the acronym my "old" blog had (2007-2017) and then onwards on this link on this one (2017- Present). Combined they hold (including this post) 5207 posts and more than 2.5 million viewers combined (I know so because the numbers are there being tracked by the all-mighty Google).

And all this without being paid for one ad, while incurring the wrath of ad agencies, while not agreeing to sell my posts or my readership or what not. You know what? The results are not bad at all. Was it possible to get more reach? Of course. Was it possible for me to still be out there with a different audience a la Charles Hayek (Please check Heritage And Roots) for whom I have incredible respect (and was one of the earliest people to follow and speak with privately before he went on to stardom)?

Of course yes! But to each his own. I have told this story before but it bears repeating. I was working as a correspondent for an international magazine for a long time and I happened to be in Italy for a business trip and passed by their offices - the editor who never laid out his eyes on me and as a first comment said "but you're short!"... Before profusely apologizing.

Please note. I am short! The issue was he meant to say "for someone who writes with so must gust, you are not the tall impressive man I thought you were". I immediately placated his fears and told him I understood what he meant. 

Look, I know I am not getting my point easily. Going to my usual convoluted route. The point is? Yesterday I saw a joke by the very funny Michelle Wolf that goes "blogs are conversations no one wanted to have with you". Now did anyone (client/agency) really wanted my rather unflattering and unfiltered opinion about their ad? I suspect not. Did anyone really care to read about the dismal state of the advertising market when everyone wanted to delude themselves and the market with false hopes? I am inclined to say no.

But here's the thing - as they say in English - "you can't keep a good man down" and heaven knows everyone has tried, as in totally and completely tried. You might not want to have these conversations with me, but hey, this is why they invented monologues!

After being laughed at for so long, ignored for a longer time, hated in the combined time, guess who is still preaching in the wilderness? Short, non-impressive moi. And turns out my monologues draw audiences. 

In the immortal words of Mrs. Slocombe in Are You Being Served... "I am unanimous in that".

So perhaps I have been having a conversation with myself all along after all...

Tarek Chemaly has a blog - and Frank Sinatra has a cold

Original notes of Gay Talese for "Frank Sinatra has a cold"

Ah... Frank Sinatra has a cold.

Yes, I know for many this is gibberish. But to many of us this is standard journalistic gold. Why? Because it is an exquisite portrait of Frank Sinatra written by Gay Talese... Without actually having access to - Frank Sinatra. Talese, and in extense the publisher of the original piece (namely Esquire), hunted a hundred of people in the orbit of Sinatra, considering Sinatra refused repeatedly to sit down for an interview.

Actually, this introduction proves my point. You see, lately I was researching a project on my own blog, and I fell into a rabbit hole so article after article, post after post, I realized that - OK, fine without having the presumption of comparing myself to Gay Talese - I usually adopt the same technique. I go in tangents, I compare points normally not-very-comparable, join dots which are usually un-joinable, and basically construct facts normally un-constructable to come up with conclusions that actually make sense after getting the reader to accompany in a maze which has a clear and logical exit door.

I once read that the late Andre Leon Talley (long-time editor of Vogue and author among other titles) would be able to know the designers' mood board upon seeing the collection. And again, not to compare myself to him, but every so often I can guess exactly the original thought process that influenced the ad, including - sigh - the ads that influenced the creatives. 

I am not even sure why these thoughts are rushing out of my head and into the screen on this day, but again, having had to read several pieces of mine lately, I realize I used this gimmick often. To roam around the topic as a better way to attack it. Funnily, when I used to teach methodology of research and thesis writing I always used to tell the students "you can't go through the door, go through the window" - meaning if you can't prove your point directly, go around it and prove it obliquely.

Hmmm, apparently doors are often shut in my face. But they often forget about the windows.

And hey, thankfully, Tarek Chemaly has a blog and not a cold - medicine is uber expensive in Lebanon as of late.

 

I am not among The Guardian list of "the world's 50 most powerful blogs" (and that's OK)

Artwork by Tarek Chemaly

So The Guardian just issued "the world's 50 most powerful blogs" list (here).

Did I miss my chance for greatness? Well, I did that - long ago. How you may ask? By not accepting to monetize my readership. When blogs where accepting paid posts left and right when blogging was in its infancy in Lebanon (and sort of worldwide), I stuck to my guns and said no clearly (mind you my gripe, which I made clear back then was not that they were accepting paid posts for brands, but rather than the posts were not declared as such leading to the paid posts in question as to be confusing to the reader).

And here we are - in 2022 - where someone who posts an image on Instagram considers themselves as being blogger. From the original pack of all of us who started blogging, only 2 "blogs" survive, the second is just a place to post press releases by brands and an Instagram account. But in terms of those who actually "wrote"/"commented" I am literally, "the last man standing".

Sure when you base your blog on saying things about companies, getting (undeclared) freebies, and all that, then you end up travelling, of course the source material is going to dry up, and as another person said on Twitter "dear bloggers, please remember news agencies still exist". And they do, meaning all those who had a google notification about "Lebanon" and parroted the news, now have vanished.

I think, oddly, this blog has always been "under the radar", I never made any effort to promote it. I think it is is one of those "if you know you know". And thankfully, enough people know. Yes, yes, I said it before several times, that whereas the blog does not cost me "money" it does cost me "time". But it is time I am ready to give out, just to be that dissenting voice who does not copy paste press releases from brands and rather stand aside and say where the flaws of the ads are - or, paradoxically, give accolades where accolades are due.

You know what? I don't want to be on The Guardian's list of the world's 50 most powerful blogs.

Seriously, but next time I am taking some silly campaign down - objectively, with no malice - that same campaign that Marlene/Zeina/Tony/Ali described on Facebook as "yiiii chou hal ebde3" (oh what creativity!) I know I have done my mission right.

Lebanon: I go on with what remains

Artwork by Tarek Chemaly

Today I find myself in a very introspective mood. Especially about the blog as such since it is my main public ticket or calling card. I am still here, can you believe it? I barely can. I mean everyone else who is left from the original crop of bloggers has gone to other countries (but still blogs about Lebanon), I think there's just one person only settled here apart from me who still blogs (and you did not hear it from me but his blog is not just some press releases which he puts there - not sure if paid or not).

Sure, it goes beyond saying that the situation here is incredibly testing. The several power cuts a day - and I am not even saying state electricity but rather the communal generator I subscribe to. The inflation, devaluation, etc. But also how international companies expect you to work for a pittance for projects, something which I have not subscribed to - my clients still pay my my regular price, thank you very much. Sure, projects have dwindled in terms of frequency but I rather remain fairly paid than have people pay me crumbs.
Do note, I understand why some people are doing it - they need to insure their families are fed, the bills are paid, the astronomical costs of living in Lebanon insured. I understand this and yes, I know of an engineer who went to Dubai to work for 500 USD a month. When a friend of his told him this is way below what is regular payment for his position he said "I'd rather be insulted there than here". This is how desperate things are.
But back to me. I never do things by half. So when I started the blog in January 2017 I certainly was in it for the long run, but of course, the whole market changed by then. People think they if you have an Instagram account or have become a Tiktoker than you have a "blog". You do not. And of course, at this point I am probably an antique remnant of a system. I still write. What I find odd is that there are people, as in a whole lot of people, who still read me.
These are difficult times. And no, I am not one of those who say that "change is around the corner, all we have to do is hold on tight". We still have a long row to hoe in Lebanon. Several years ahead before things start correcting themselves. Sure, we are now in the hardest part. But there is still a lot of hardship ahead. And here I am, still writing. Still forging ahead. Still running like a headless chicken on some of the days.
I explained before that family obligations basically make me remain in Lebanon, and went into detail about how am spending my days (reading, insuring mother’s meds are present, trying as best as possible to decrease commutes – covid oblige – and control finances as much as possible). And if I am writing this today it is with as much realism as possible – no false hopes or words to apply balm or fake promises – just the knowledge that this is another day and I am still here, still writing, and still standing.

As the Fairouz song says "minkammel billi be2you", we go on with those who remain.

And I am going on with what remains.

So, what is a blog for?

And so it transpired former president (or current president depending on whom you ask!) Donald J. Trump has a new blog. The blog in question, like mine, has no reply option. But items can be reshared on Facebook and Twitter. Oh also unlike mine "donate" and "contribute" figure widely on the page. 

At least, Trump did not play the Instagram card. Because you know, too many people say they have blogs when the blogs in question are silly pages on Instagram. Sure, they may be getting freebies left and right (or used to as this no longer applies in Lebanon!) but an Instagram page is not a blog.

Well, truth be told, there used to be a flurry of bloggers in Lebanon but most migrated (as in literally changed countries!), others have phantom pages (for paid press releases, or press releases for free as they concentrate on their Instagram - again - and youtube pages). To be honest, technically, I remain the only blogger in Lebanon.

But what for?

I once had a bank as a client and at one point I suggested that they might have a blog where all employees can pitch things to and the head of the bank (also the owner) said "el blog houwe yalli ma 3indo chi y3oulo" (a blog is for someone who has nothing to say) which reminded me of my post "c'est pas parce qu'on n'a rien a dire (qu'il faut fermer sa gueule)". Which of course, does not reply to the question, "so, what is a blog for Tarek?".

In a age where anyone does not want to read, where concentrating on two paragraphs becomes too much, where information is distorted (despite being written and communicated clearly), where narratives are misshapen - blogs are actually superfluous entities barely needed and certainly disregarded (OK, but I have to thank the large number of people who still read this one - or at least make it a point to click massively monthly on its content!). 

Well, "45" speaks of a "beacon of freedom" - good for him. Trust me on this one, I was sued twice for speaking "freely" about facts. Which is a totally annoying experience if you ask me. But still, more than anyone, I ask myself, what is a blog for? 

But as William Carlos Williams wrote in "the red wheelbarrow":

"so much depends
upon
a red wheel
barrow"

And so much depends on the lone blogger still standing. What depends exactly is a different matter.

C'est pas parce qu'on n'a rien a dire (Qu'il faut fermer sa gueule)

Artwork by Tarek Chemaly

On January 31st, 2007 I wrote a blog post with the same name which is actually the name of a French movie (actually it was my 6th blog post ever, whereas this is my 4605th post). The blog was about three weeks old. Back then, the world was so utterly different. Really, different. Yet here we are, by hook or by crook the blog still functions - is still miraculously successful, and lo and behold it did not become some cheap clickbait nor did I morph into some attention-seeking creature.

Lately a classmate who knew me from school reconnected with me on Linkedin and asked about my whereabouts so I recommended using Google. About 15 minutes later he comes back "wow, you're everywhere. No, your work is everywhere but you are almost nowhere!"

All right, there is a point to what saying. For the last few days I had to backtrack through all the posts written in 2020 due to "technical reasons". And whereas this year was incredibly stingy in ads (look here), it is fascinating to see how much I could still find topics to cover.

I mean seriously, in 2007 my post was about how to find a unique take on things. And oddly, that take continues. How I find it is beyond me. And no, for all its success the blog remains the best kept secret. Brands can't buy it, beyond classifiable to many, and still accessible for anyone who wants to put an effort.

Yet what going back through the 2020 posts taught me, was that despite the rather dismal number of ads, I still managed to create engaging content centered around communication. Something which the unwavering number of readers attests to.

But 2020 has been an exhausting year, exponentially so if you were Lebanese. So as we all push to go forward worried about our health, belongings, finances, and what not... And again all this took from our strength, and sapped the remainder of our energy.

Yesterday a certain Thawra (Lebanese revolution) Instagram account tagged someone I respect and care about deeply because she voiced a political opinion. When I messaged them explaining how much of a wonderful human being she is, how generous and kind. I got a barrage of insults and my words were twisted so as to appear as a death threat when I simply mentioned the historical fact that Robespierre who himself was a leading revolutionary died under the guillotine. The discussion sadly reminded me why I unfollowed certain people, the lack of nuance and "if you're not with us, you're against us" attitude was too glaring.

Still, onward and forwards, and like any (in)decent politician: C'est pas parce qu'on n'a rien a dire (Qu'il faut fermer sa gueule)."

This blog does not compete with other publications

Interesting, yesterday it was pointed out to me that my blog - design, format and presentation wise - needs to be reconfigured to compete with the likes of AdAge or other prestigious publications. Took me a split of a second to decide against it.
To begin with, the current design is the fruit of very deep consideration, I chose the most minimal design, the neutral background, the totally laid back header, no navbar, the unobtrusive favicon, and absent cross columns or footers. Basically, a totally calm, no nonsense body which contains an image (at times done by myself) and the most unbiased analysis there is.
The furore of blogging has subsided in Lebanon long ago, but even then communication centered blogs were incredibly rare. There was the incredibly interesting Brofessional Review (one of its members, Imad Gebrayel has gone to more conceptual and thought provoking things). There are also the witty and smart Beirut Drive By Shooting, from which I would source images (with credit!) when it became challenging for me logistically to shoot my own images at a certain point.
I apologize if there was someone I forgot but communication wise there was only these two, apart from my own blog, who were the most consistent. And I am now the only one holding the fort.
Now, the question is, why don't ArabAd or Communicate or any other publication consider me as a competitor? (I was about to ask "why don't I consider ArabAd or Communicate or any other publication as competitors" before realizing how arrogant phrasing the question like that is).
To begin with, it's almost - almost - as if we do not speak to the same audience. Naturally, we all revolve in the same circles, talk about the same topics (albeit from different angles - with Communicate losing its Lebanese leg (no pun) it became more GCC/Dubai focused), and we all know the same people (again, in different capacities). But if you look at the material presented by either ArabAd or Communicate, you will realize how different their scope is from mine.
And, you'd be surprised how all of us are chummy - whereas recently it is incredibly rare for me to collaborate with other publications, we (by that I mean other publications and myself) exchange thoughts by email or DMs interposed (more often than not), and as the saying goes in Arabic "ma 7ada byekol min sa7n 7ada" (no one eats from anyone else's plate). An exclusive to one is respected as such, or at other times there's a "have you heard that" info which we slide to one another and so on and so forth.
It is not out of arrogance, but a blog that started since January 2007 has earned its place at the table. The many who dismissed me as "bokra byezha2" (he'll end up getting bored), or those who bombarded me with hate mail (record is 23 public hate mail in one day in 2011 by a Lebanese agency), or those who denigrated me have either stopped, given up or just plain disappeared from the radar.
I am now a juror at the Epica Awards, and the newly established PHNX festival, I lectured in advertising (and other assorted topics) between 2005 and 2019 in Lebanese universities. If I say so, again not out of arrogance but rather a testament how interested in advertising I still am. But hey, someone did call me once "washed up blogger turned advertiser" (sorry I still giggle about that one!) so who knows where the truth lies.
But again, do not bet on me redesigning or re configuring the blog. It fulfills its function as such.