Marketing

Commentary and advice on marketing, mostly for publishers (traditional and brands) and writers, but sometimes from a broader perspective.

Read more about the article Awkward Class War Humor

Awkward Class War Humor

[youtube:http://www.youtube.com/watch?v=Ov3bqmSKW28] Part of me appreciates the wry humor, and part of me is totally offended by the young black mailroom guy playing the lottery. I thinks it's really advertising the lottery itself that's bothering me, as it's basically a sucker tax on the poor, "acceptable" because some of the revenue supposedly goes to schools. Of course, not in direct proportion to the neighborhoods where the most tickets are bought. In these tough times, it's like advertising liquor at an AA meeting.

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Read more about the article Is Print Advertising Dead?

Is Print Advertising Dead?

Vintage Baby Ruth Ad by dklimke
Vintage Baby Ruth Ad by dklimke

Check out @themediaisdying on Twitter for a glimpse at the convulsions of an industry that’s either at death’s door or, for the more optimistically inclined, in the midst of a violent but necessary transformation.

I’ve worked in magazine publishing for 15 years now — consumer, B2B and non-profit — and as has been noted pretty much everywhere recently, 2008 was an ugly year.  Mass consumer and B2B brands are getting hit the hardest, but even local and niche brands with strong subscriber bases are getting hammered by this perfect storm, and surprisingly to almost no one with any sense some people, the Internet has turned out to not be the magic bullet it was proclaimed to be.

(In fact, in many cases, online publishing is effectively “trading dollars for pennies“, and the economic fallout that’s affected print advertising is undoubtedly going to affect online advertising, too. ETA: It already has.)

Flip through the most recent issues of your favorite magazines and you’ll probably notice they’re a little bit lighter than they used to be. Less editorial content; thinner paper; deeply discounted, sometimes desperately worded subscription offers.

Almost all of them likely have less ads (and in many cases less relevant ads) than they used to, too.

I was cautiously optimistic that the major damage might be limited to 2008, and 2009 could be a rebuilding year for most brands on flat revenues, with some going under and a few even pulling off a Miami Dolphins-style turnaround, but 13 days into the new year, it looks like things still haven’t quite hit bottom.

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Read more about the article Game Changers

Game Changers

Photo by Damon Winter/NYT, via Good
Photo by Damon Winter/NYT (h/t Good)

Pictures are very often worth much more than 1,000 words, and something about this one, as the rumors of Clinton being on the verge of becoming Obama’s Secretary of State appear to be true, is oddly reassuring.

Despite all the heated rhetoric of the primary season, I share Sullivan’s slightly cynical take on it:

The differences between Clinton and Obama were always exaggerated; and we need all the talent we can get. I defer to no one in Clinton Derangement Syndrome, which is why I believe it’s good for them to have their hands full and to be kept under surveillance.

I didn’t like the idea of her as President (or Vice President), as much because of the question of Bill as her own deficiencies as a leader — which in some ways are directly related to each other — but I kind of like the idea of her and Obama becoming the new faces of the US abroad. It’s a powerful symbolic combination for a country that purports to be dedicated to the idea of all “men” being created equal.

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Read more about the article Blowing smoke, breaking mirrors

Blowing smoke, breaking mirrors

The Internet is Broken!

A couple of jobs back, when I still worked only in marketing, I used to joke around with an ebiz friend about which of us had the bigger “smoke and mirrors” job.  I developed media kits, sell sheets and emails to promote our wares, and fought with our emedia department tooth and nail on developing the right tools for us to sell to our specific market; meanwhile, he was focused on finding new emedia products that worked on a corporate level and which the emedia department would have to implement and support across multiple markets.  Neither of us had any solid metrics for what we did to really determine our effectiveness, while the sales reps depended on both of us to do our jobs well in order to effectively navigate the magical revenue stream that runs through cyberspace.

Except, of course, there is no such magical stream, as many publishers are now finding out.

Seth Godin, of whom I’m quickly becoming a disciple, isn’t a big fan of the emedia=revenue mindset that’s driving a lot of initiatives in the publishing world these days, but he’s not simply a naysayer with a soapbox, instead positing a different approach to emedia that, in his opinion, leads organically to revenue…when it’s deserved:

First, the market and the internet don’t care if you make money. That’s important to say. You have no right to make money from every development in media, and the humility that comes from approaching the market that way matters. It’s not “how can the market make me money” it’s “how can I do things for this market.” Because generally, when you do something for an audience, they repay you. The Grateful Dead made plenty of money. Tom Peters makes many millions of dollars a year giving speeches, while books are a tiny fraction of that. Barack Obama used ideas to get elected, book royalties are just a nice side effect. There are doctors and consultants who profit from spreading ideas. Novelists and musicians can make money with bespoke work and appearances and interactions. And you know what? It’s entirely likely that many people in the chain WON’T make any money. That’s okay. That’s the way change works.

Amen.

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Read more about the article Review: TRIBES by Seth Godin

Review: TRIBES by Seth Godin

Just do it.

Or, as Gandhi put it, “Be the change you wish to see in the world.”

That, in a nutshell, is the primary message of Tribes: We Need You to Lead Us, Seth Godin’s masterful mini-manifesto on what it takes to be a leader and why YOU should be the one to take the lead.

“I can tell you this: leaders have nothing in common.

They don’t share gender or income level or geography. There’s no gene, no schooling, no parentage, no profession. In other words, leaders aren’t born. I’m sure of it.

Actually, they do have one thing in common. Every tribe leader I’ve ever met shares one thing: the decision to lead.”

Emphasis mine, but it’s a point Godin returns to several times throughout the book, illustrating it with numerous examples of people from various walks of modern life who didn’t take no for an answer: they rejected the status quo, risked failure to achieve success by being deeply committed to what they believed in, attracted like-minded people to their cause as a result, and led them forward.

“All you need to do is motivate people who choose to follow you…

This leads to an interesting thought: you get to choose the tribe you will lead.

Through your actions as a leader, you attract a tribe that wants to follow you. That tribe has a worldview that matches the message you’re sending.”

Through the wide range of instructive and/or inspirational examples he cites, from the requisite Steve Jobs and Starbucks, to the far more interesting Grateful Dead and Nathan Winograd — he even throws in a nod to Barack Obama, although unnamed, in a brief section sub-titled “Criticizing Hope is Easy” — Godin gets in front of almost every likely objection someone might have for why his premise doesn’t apply to them and knocks them down.

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Read more about the article Why Your Book Will Never Be in Borders

Why Your Book Will Never Be in Borders

The odds are pretty slim, and not just because they’re on the verge of going out of business:

“I market books for a living, so I can tell you an unpleasant truth: the order for any book, from any account, starts at zero,” [Andrew Wheeler, a marketing manager at Wiley] warns. “The publisher’s sales rep walks in the door with tipsheets and covers, past sales figures and promotional plans, to convince that bookseller’s buyer to buy that book… Sometimes, that buyer is not convinced, and the order stays at zero.”

(h/t GalleyCat)

The distribution system in publishing is arguably broken, partly a result of the industry’s major players’ short-term thinking, and partly because the overwhelming number of books being published these days is more than the system can support.

(Writer’s Digest publishes an aptly titled book: Some Writers Deserve to Starve! Think about it.)

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