2020 Social Decoding Social Workshop March 2010 [Alan Weinkrantz]
George Dearing dot com |
Life | Tech | Sustainability |
At BusinessWeek, we once asked McKinsey and Co. to study our web users and found to our surprise and chagrin that our brand users were remarkably promiscuous. On average, they visited 18 different media brands--TV networks, newspapers, magazines, and websites--a week to satisfy their news appetites. At first, we thought this was a shocking number, showing little loyalty to our brand. On reflection, however, we came to realize that many of the readers of BusinessWeek are news junkies. They devour information and analysis, and it's obvious that they would seek news from lots of sources on a regular basis
in a time of ignominy for business titans, readers will see fewer CEOs gracing the cover. Case in point is the cover of the redesigned issue, which features soldiers in uniform, illustrating an article about companies hiring military elite.
We sell advertising as our main business. We reach 600 million people. We have to do a better job of telling that story to our advertisers so they understand the value of what they're buying.
AdAge reports. While the NYT has expressed confidence in its ability to maintain its long-standing relationship with major marketers, the WSJ is already taking aggressive steps to force advertisers to choose where to put their finite ad dollars.
While paying attention to the age demographics of their target, marketers are also watching other factors that might influence a purchase decision. With the economic downturn, Tancer says there was an increase in email advertising touting savings and other deals as well as Internet searches that have to do with finding coupons or savings. Both findings would suggest marketers be more strategic when it comes to their digital marketing campaigns, Tancer says, adding, "The days are gone where we could just guess how people are going to search and build a campaign around that.
Founder of the Dearing Group LLC., a consultancy focused on communications and sustainability.
George can be reached via email at george@dearinggroup.com or on social networks like Twitter, Facebook and Friendfeed. Subscribe to this site via RSS here.
Note: All content on this site is the personal opinion of George Dearing and doesn't represent the views of my past, current or future employers or their clients.
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