On 8 March 2009, Ad Age in the US reported that a major newspaper company wants to give you news the way Burger King makes hamburgers: your way.
MediaNews Group, the fourth-largest newspaper chain in the US, said it would test a customised newspaper service over the next few months at The Los Angeles Daily News, one of the 54 dailies owned by the company.
The service, which allows readers to pick and choose only the stories that interest them, is among the many maneuvers that newspapers globally are making to respond to the changes the Internet has wrought on their businesses.
Of course, through automated feeds and customised Google and Yahoo pages, consumers can already tailor their news consumption to their own tastes.
But the MediaNews experiment, which it has named “individuated news” — it has trademarked the phrase — or “I-news,” for short, has an old media twist: dead trees and a new piece of hardware for your home.
The theory is that I-News will be all about choice. If it works out in reality, newspaper readers will be able to decide what they want to read and on what platform.
Apparently, MediaNews has been working with a technology company to develop an in-home printer for readers. The printer will receive and print a subscriber’s customised newspaper — with targeted advertising.
It is unclear if subscribers will pay extra for the printer, or if it will be part of the subscription fee.
But already there is skepticism. Various journalism blogs and news sites on the Web have even greeted the idea with ridicule.
At the Nieman Journalism Lab, part of Harvard’s Nieman Foundation, a blogger related it to the many failed experiments years ago to market a fax newspaper, the first of which was in 1939 in St. Louis.
However, with the amazing innovations we have seen in recent years, it makes little sense to say the new newspapers won’t happen. My feeling is that it’s better just to watch this space.
10 March 2009
04 February 2009
Search growth: US slowing, Aus powering ahead
The figures coming out now for search marketing in 2008 may surprise you.
Everyone knows that for the last couple of years, search has been big and getting bigger all the time. Right? Well, that was not the case in the US.
Efficient Frontier, the large California-based global search consultancy, has just released some interesting figures in a report entitled U.S. Search Engine Performance Report: Q4 2008.
The report indicates that US retailers spent 9% more on search marketing in 2008 compared with the previous year. However, retail was the only growth sector.
US spending on search marketing declined overall last year by 8% compared with 2007.
For specific sectors, the 2008 declines included:
Automotive industry – down 10%
Travel and entertainment – down 24%
Financial services – down 25%
The report is based on an analysis of 92 billion search ad impressions and 600 million ad clicks.
Google in the US, however, maintained its dominant market share of 76%, while Yahoo increased its share slightly to 20%, followed by Microsoft Live Search at 4.2%.
In Australia, the Google market share is around 90%, according to the Interactive Advertising Bureau, and it seems that the growth of Google is continuing without pause.
Highlights of Google’s December 2008 quarter results include excellent growth in paid clicks – 18% more than the previous year, and 10% up on the September quarter.
“Search query growth was strong, revenues were up in most verticals, and we successfully contained costs,” said CEO of Google, Eric Schmidt last month. At the end of 2008, Google in Australia had some 20,222 full-time employees.
Everyone knows that for the last couple of years, search has been big and getting bigger all the time. Right? Well, that was not the case in the US.
Efficient Frontier, the large California-based global search consultancy, has just released some interesting figures in a report entitled U.S. Search Engine Performance Report: Q4 2008.
The report indicates that US retailers spent 9% more on search marketing in 2008 compared with the previous year. However, retail was the only growth sector.
US spending on search marketing declined overall last year by 8% compared with 2007.
For specific sectors, the 2008 declines included:
Automotive industry – down 10%
Travel and entertainment – down 24%
Financial services – down 25%
The report is based on an analysis of 92 billion search ad impressions and 600 million ad clicks.
Google in the US, however, maintained its dominant market share of 76%, while Yahoo increased its share slightly to 20%, followed by Microsoft Live Search at 4.2%.
In Australia, the Google market share is around 90%, according to the Interactive Advertising Bureau, and it seems that the growth of Google is continuing without pause.
Highlights of Google’s December 2008 quarter results include excellent growth in paid clicks – 18% more than the previous year, and 10% up on the September quarter.
“Search query growth was strong, revenues were up in most verticals, and we successfully contained costs,” said CEO of Google, Eric Schmidt last month. At the end of 2008, Google in Australia had some 20,222 full-time employees.
A Year for Brands: 2008
So what was the most talked about brand in 2008?
Well, if you count ‘Obama’ surely he must have been near the top. But the creators of the latest list, US social-media-services provider Vitrue, stuck to regular brands. This is their top 12 from the US:
1. iPhone
2. CNN
3. Apple
4. Disney
5. Xbox
6. Starbucks
7. iPod
8. MTV
9. Sony
10. Dell
11. Microsoft
12. Ford
Essentially, what they measured was online chatter. So you can certainly question the value of being on the list. They counted online mentions. Nothing more.
The ‘mentions’ may have been positive or negative.
Vitrue explains the survey by saying that they measured the conversation volume for some 2,000 brands on a variety of social-networking, blogging and micro-blogging sites.
If you accept that it’s a good list to be on, there’s a fair chance the guys at Apple had a celebratory drink when the list was announced last week. Having your name or products coming in at positions 1, 3 and 7 would surely indicate they are doing something right.
Maybe the list finds the brands that are active in social media and continually reaching out to consumers via social-media tools. Or maybe this list highlights the brands that offer an incredibly useful, well designed or great value product. You be the judge.
Well, if you count ‘Obama’ surely he must have been near the top. But the creators of the latest list, US social-media-services provider Vitrue, stuck to regular brands. This is their top 12 from the US:
1. iPhone
2. CNN
3. Apple
4. Disney
5. Xbox
6. Starbucks
7. iPod
8. MTV
9. Sony
10. Dell
11. Microsoft
12. Ford
Essentially, what they measured was online chatter. So you can certainly question the value of being on the list. They counted online mentions. Nothing more.
The ‘mentions’ may have been positive or negative.
Vitrue explains the survey by saying that they measured the conversation volume for some 2,000 brands on a variety of social-networking, blogging and micro-blogging sites.
If you accept that it’s a good list to be on, there’s a fair chance the guys at Apple had a celebratory drink when the list was announced last week. Having your name or products coming in at positions 1, 3 and 7 would surely indicate they are doing something right.
Maybe the list finds the brands that are active in social media and continually reaching out to consumers via social-media tools. Or maybe this list highlights the brands that offer an incredibly useful, well designed or great value product. You be the judge.
Holiday town misses the boat
Probably all Victorians know Sorrento on the Mornington Peninsula. Unfortunately, sleepy Sorrento – affluent as it is – knows little about marketing.
Over the holiday period, my wife and I escaped to Sorrento for some time out and to catch up with friends. The place was buzzing with crowds, traffic and fun. The tiny local population was overwhelmed with people from the well-to-do southern and eastern suburbs.
You might expect the traders to look forward to a profitable ‘harvest time’ with equipment primed, staff trained, product ready and systems going. But not in Sorrento.
In the afternoons, with hordes of potential spenders in the main street, most shops close at 5pm right through the holidays. As a visitor, you get the feeling you are not wanted.
In bold letters at the top of its menu, one coffee shop states “no variations to orders allowed”. (Maybe they don’t know that 48% of orders at McDonalds ask for a ‘variation’.)
One of the food outlets on the main drag at Sorrento is Just Fine Food, which is apparently renowned for its vanilla slice. We visited there on a sunny afternoon just before New Year with some dear friends.
As we gave the order we were sternly told, “there’s a twenty minute wait on all coffees”. We were not in a hurry, so that was OK. Seeing the size of the vanilla slice, my wife timidly asked, ”could we have it cut in two, please”.
“We don’t do slices,” the swift reply came back.
OK, we’ll manage. After all, we are on holidays.
Some 45 minutes went by. Suddenly the coffees appeared. One of our group asked, “could you tell us which one is the extra hot one that we ordered?” The reply: “I don’t know, I just bring them out, I don’t make them”.
We were all amused. Nothing was going to spoil our afternoon. But as each day went by and a stream of friends continued through our house, we advised them all to avoid that place.
Maybe next year, the Sorrento traders should take themselves to Queensland for the holiday period. The town would then probably feel more welcoming.
Over the holiday period, my wife and I escaped to Sorrento for some time out and to catch up with friends. The place was buzzing with crowds, traffic and fun. The tiny local population was overwhelmed with people from the well-to-do southern and eastern suburbs.
You might expect the traders to look forward to a profitable ‘harvest time’ with equipment primed, staff trained, product ready and systems going. But not in Sorrento.
In the afternoons, with hordes of potential spenders in the main street, most shops close at 5pm right through the holidays. As a visitor, you get the feeling you are not wanted.
In bold letters at the top of its menu, one coffee shop states “no variations to orders allowed”. (Maybe they don’t know that 48% of orders at McDonalds ask for a ‘variation’.)
One of the food outlets on the main drag at Sorrento is Just Fine Food, which is apparently renowned for its vanilla slice. We visited there on a sunny afternoon just before New Year with some dear friends.
As we gave the order we were sternly told, “there’s a twenty minute wait on all coffees”. We were not in a hurry, so that was OK. Seeing the size of the vanilla slice, my wife timidly asked, ”could we have it cut in two, please”.
“We don’t do slices,” the swift reply came back.
OK, we’ll manage. After all, we are on holidays.
Some 45 minutes went by. Suddenly the coffees appeared. One of our group asked, “could you tell us which one is the extra hot one that we ordered?” The reply: “I don’t know, I just bring them out, I don’t make them”.
We were all amused. Nothing was going to spoil our afternoon. But as each day went by and a stream of friends continued through our house, we advised them all to avoid that place.
Maybe next year, the Sorrento traders should take themselves to Queensland for the holiday period. The town would then probably feel more welcoming.
30 November 2008
What's your attitude towards a downturn?
In a major downturn, not everyone has to suffer.
Already there are lots of mixed messages. The media reports that sales are up at the Victoria Market, while lots of other retailers are down. Yet retail plant nurseries have reportedly had a great Springtime.
Even in residential property the picture is not clear. All year prices in many areas have not reached the dizzy heights of late 2007. And since September the fall off in prices has been more dramatic. Yet on 20 November it was reported that sales in October had taken a jump. And builders have reported an increase in sales of new homes of between 30% and 50%.
In addition to all this, many mums and dads who are in work are finding things OK so far. The cost of running their car has dropped slightly and their mortgage is easier.
Clearly, we are looking at a variable picture with winners and losers.
In your business it is important to get your attitude right. Are you going to head for cover and hope it passes quickly? Or are you going to take the initiative and make good things happen? There is nothing that says you must take part in the downturn.
If your target market is feeling the pinch, this is a very good time for you to review your methods. It is almost certainly not good enough to just keep doing what you have been doing. There may be a very good case for more business investment in advertising or promotion or corporate gifts – or whatever is appropriate in your case. But whatever it is, think about it carefully beforehand and try to make yourself standout.
In moving to be successful during a downturn, my guess is that fortune will favour the brave.
Already there are lots of mixed messages. The media reports that sales are up at the Victoria Market, while lots of other retailers are down. Yet retail plant nurseries have reportedly had a great Springtime.
Even in residential property the picture is not clear. All year prices in many areas have not reached the dizzy heights of late 2007. And since September the fall off in prices has been more dramatic. Yet on 20 November it was reported that sales in October had taken a jump. And builders have reported an increase in sales of new homes of between 30% and 50%.
In addition to all this, many mums and dads who are in work are finding things OK so far. The cost of running their car has dropped slightly and their mortgage is easier.
Clearly, we are looking at a variable picture with winners and losers.
In your business it is important to get your attitude right. Are you going to head for cover and hope it passes quickly? Or are you going to take the initiative and make good things happen? There is nothing that says you must take part in the downturn.
If your target market is feeling the pinch, this is a very good time for you to review your methods. It is almost certainly not good enough to just keep doing what you have been doing. There may be a very good case for more business investment in advertising or promotion or corporate gifts – or whatever is appropriate in your case. But whatever it is, think about it carefully beforehand and try to make yourself standout.
In moving to be successful during a downturn, my guess is that fortune will favour the brave.
Action Words writing tip
Clutter in writing is a major problem.
We seem compelled to add. Even in this piece on ‘clutter’ I started out with a first sentence that read: ‘Clutter in writing is a major problem for writers everywhere today.’ When I reviewed it, and cut it, the sentence became stronger.
Writing improves when you keep things out that don’t need to be there. Clutter is so much part of our writing today, we often don’t notice it. But I promise you, it’s there.
“It is interesting to note . . .”
“At this point in time . . .”
“It’s my personal opinion . . .”
“As has been pointed out earlier . . .”
If you are writing something that’s important to you, check each word and ask yourself, “is this needed?” If you can remove clutter, your readers will be pleased. You will communicate more easily.
We seem compelled to add. Even in this piece on ‘clutter’ I started out with a first sentence that read: ‘Clutter in writing is a major problem for writers everywhere today.’ When I reviewed it, and cut it, the sentence became stronger.
Writing improves when you keep things out that don’t need to be there. Clutter is so much part of our writing today, we often don’t notice it. But I promise you, it’s there.
“It is interesting to note . . .”
“At this point in time . . .”
“It’s my personal opinion . . .”
“As has been pointed out earlier . . .”
If you are writing something that’s important to you, check each word and ask yourself, “is this needed?” If you can remove clutter, your readers will be pleased. You will communicate more easily.
Will your brand die any time soon?
Three leading academics at Monash University have produced an innovative approach to the lifespan of brands that will be featured very soon in the renowned Journal of Business Research.
The academics have put forward the idea that it is normal for brands to die!
Professor Mike Ewing, Dr Colin Jevons and Associate Professor Elias Khalil say that the idea of brands being invincible is a myth. Their study argues that brands have a finite life span, and companies that expect them to last forever are just not being realistic.
The Monash study argues that every brand moves through stages: from birth, through growth, to maturity. The final stage, death, should be seen as a natural part of this life cycle. And every brand, no matter how big, is vulnerable. Remember Ansett, Oldsmobile, Atari?
According to the researchers, consumers drive the rise and fall of brands. They say two factors influence people’s decision to buy: firstly, the product’s use value, or ‘constitutive utility’ (basically, what it does for them); but more importantly, its ‘symbolic utility’ – what it means to them.
Brands are driven largely by this symbolic utility: people buy them primarily to feel good about themselves. The power of symbolic utility depends on two elements: the ‘boredom effect’ (meaning the product’s novelty starts to wear off after purchase), and the ‘status effect’ (which relates to who else buys it).
The status effect packs the most punch – and this can be both positive and negative. If people you count as part of your social circle (‘reference group’) buy the brand, its appeal will increase. But if people outside that circle (‘trespassers’ or ‘social climbers’) start buying it too, the shine will quickly start to wear off. This ‘trespassing’ effect is a major cause of brand demise. As more outsiders lay claim to a brand, its status falls. Once its appeal drops, demand also dwindles.
The researchers suggest that brand extinction can be stalled by clever revitalisation and repositioning strategies, but in the long run, this is just delaying the inevitable. While it’s impossible to accurately predict exactly when and how a brand will kick the bucket, it’s only a matter of time.
For marketers, planning ahead is better than living in denial.
The academics have put forward the idea that it is normal for brands to die!
Professor Mike Ewing, Dr Colin Jevons and Associate Professor Elias Khalil say that the idea of brands being invincible is a myth. Their study argues that brands have a finite life span, and companies that expect them to last forever are just not being realistic.
The Monash study argues that every brand moves through stages: from birth, through growth, to maturity. The final stage, death, should be seen as a natural part of this life cycle. And every brand, no matter how big, is vulnerable. Remember Ansett, Oldsmobile, Atari?
According to the researchers, consumers drive the rise and fall of brands. They say two factors influence people’s decision to buy: firstly, the product’s use value, or ‘constitutive utility’ (basically, what it does for them); but more importantly, its ‘symbolic utility’ – what it means to them.
Brands are driven largely by this symbolic utility: people buy them primarily to feel good about themselves. The power of symbolic utility depends on two elements: the ‘boredom effect’ (meaning the product’s novelty starts to wear off after purchase), and the ‘status effect’ (which relates to who else buys it).
The status effect packs the most punch – and this can be both positive and negative. If people you count as part of your social circle (‘reference group’) buy the brand, its appeal will increase. But if people outside that circle (‘trespassers’ or ‘social climbers’) start buying it too, the shine will quickly start to wear off. This ‘trespassing’ effect is a major cause of brand demise. As more outsiders lay claim to a brand, its status falls. Once its appeal drops, demand also dwindles.
The researchers suggest that brand extinction can be stalled by clever revitalisation and repositioning strategies, but in the long run, this is just delaying the inevitable. While it’s impossible to accurately predict exactly when and how a brand will kick the bucket, it’s only a matter of time.
For marketers, planning ahead is better than living in denial.
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