Albert Einstein wrote, "The definition of insanity is doing the same thing over and over again and expecting different results." Being in the advertising business today, the greatest hurdle we face is trying to tell clients and prospects that the media world has changed. That doing the same "old media", spending the same dollars, is not going to yield the same results it did just several years ago. We tell our clients that and while they know in their heart we are correct, it has not yet connected to their rational thought process.
Old habits are hard to break and change is not easily confronted. Marketing your business in today’s digital online world of marketing is the current reality. Get to know it and appreciate what it can do for you; it will help you compete in these challenging economic times.
Tuesday, March 31, 2009
Tuesday, March 10, 2009
Where Has All The Media Gone?
The Rocky Mountain News folded about a week ago with barely a whimper. A major publication for over 100 years goes out of business not because people don’t need to be informed, but because the newspaper industry was slow to react to the digital revolution.
Newspapers were fat, dumb and arrogant to their advertisers and readers. They kept charging ad rates that did not reflect the decline in their circulation because readers demanded real time information. So you tell me who is to blame for the newspaper demise? Please no bailout money for this industry!
The new frontier was online but the traditional folks (newspaper, television & radio) would not acknowledge that a new day was coming. When the earthquake finally hit their bottom line it was too late.
The major networks didn’t take CNN seriously when it started, and look what they’ve become. Memo to the tradional media folks - there is no longer a mass market! Massive niche media are filling the indivual consumer’s desire. You want to learn how to cook a good bowl of chicken soup? Watch Food Network. You want to know the score of your favorite team? Go to espn.com.
Sure today you can finally go to the website of your daily newspaper to get sports scores, but I’ve been going to espn.com for years – what’s my incentive to change? Don’t want to go to the web to get your scores? No problem, get them sent right to your cell phone.
The first ones to the party usually get the food and drink. Newspapers and major networks got there when folks were already cleaning up.
You snooze you lose.
Newspapers were fat, dumb and arrogant to their advertisers and readers. They kept charging ad rates that did not reflect the decline in their circulation because readers demanded real time information. So you tell me who is to blame for the newspaper demise? Please no bailout money for this industry!
The new frontier was online but the traditional folks (newspaper, television & radio) would not acknowledge that a new day was coming. When the earthquake finally hit their bottom line it was too late.
The major networks didn’t take CNN seriously when it started, and look what they’ve become. Memo to the tradional media folks - there is no longer a mass market! Massive niche media are filling the indivual consumer’s desire. You want to learn how to cook a good bowl of chicken soup? Watch Food Network. You want to know the score of your favorite team? Go to espn.com.
Sure today you can finally go to the website of your daily newspaper to get sports scores, but I’ve been going to espn.com for years – what’s my incentive to change? Don’t want to go to the web to get your scores? No problem, get them sent right to your cell phone.
The first ones to the party usually get the food and drink. Newspapers and major networks got there when folks were already cleaning up.
You snooze you lose.
Monday, March 9, 2009
Glad I'm a Teacher
I was a public school teacher for six years after I graduated from college and currently I am a college adjunct professor. I realized recently however that I was teaching even before I began working at the college. As an owner of an advertising agency in today’s changing media world I find that my team and I are “teaching” our clients and prospective clients about the new and exciting world of online digital advertising every day.
Change scares folks so we prepare our “lesson plans” with great care. Businesses and organizations are excited when we demonstrate to them how search engine marketing, online media, email campaigns and customer retention management systems can help them find, get and retain customers.
Of course as a teacher I have found that posing a question to the student (in this case our clients) allows me to gain insight into the gaps of their knowledge and determine where our services will be most effective. So how would you answer the first question we always ask our clients?
“What is your digital strategy?”
Change scares folks so we prepare our “lesson plans” with great care. Businesses and organizations are excited when we demonstrate to them how search engine marketing, online media, email campaigns and customer retention management systems can help them find, get and retain customers.
Of course as a teacher I have found that posing a question to the student (in this case our clients) allows me to gain insight into the gaps of their knowledge and determine where our services will be most effective. So how would you answer the first question we always ask our clients?
“What is your digital strategy?”
Friday, March 6, 2009
Where Have You Gone Baltimore Sun?
The Baltimore Sun’s idea for survival is to give you less for more. If you haven’t noticed recently, The Baltimore Sun has shrunk - by one full column inch and many good news reporters. The paper has become a photo album because pictures take up space, leaving less need for copy from a reporter who earns a paycheck.
Into today’s world of mass information The Baltimore Sun has decided to become irrelevant to the Baltimore region. Their website http://www.baltimoresun.com/ compared to other major daily newspapers is very elementary. Check out http://www.washingtonpost.com/ if you don’t believe me, or http://www.nytimes.com/. Rule #1 in today’s digital world is excellent and relevant content is what drives readers to a website or to buy a copy of the paper.
I will miss The Baltimore Sun, but they have no one to blame but themselves. The digital age came and they ignored it. Someone will buy the shrinking circulation base and perhaps Baltimore will still have a daily newspaper for a little while longer. But it has to be someone who gives us more for less.
Into today’s world of mass information The Baltimore Sun has decided to become irrelevant to the Baltimore region. Their website http://www.baltimoresun.com/ compared to other major daily newspapers is very elementary. Check out http://www.washingtonpost.com/ if you don’t believe me, or http://www.nytimes.com/. Rule #1 in today’s digital world is excellent and relevant content is what drives readers to a website or to buy a copy of the paper.
I will miss The Baltimore Sun, but they have no one to blame but themselves. The digital age came and they ignored it. Someone will buy the shrinking circulation base and perhaps Baltimore will still have a daily newspaper for a little while longer. But it has to be someone who gives us more for less.
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