Wednesday, February 08, 2006

 

Today's Required Reading

Advertising Age had an excellent article on marketing strategy -- this is one of the best articles I have seen in years. I love the Ted Leavitt ("Marketing Myopia" is his famous article) line that shows the difference between sales and marketing so well, and can be used to explain the reason media is shifting just as well: "People don’t want to buy a quarter-inch drill. They want a quarter-inch hole."
http://www.adage.com/news.cms?newsId=47594

Dow Jones online revenue increased $126 million, up a strong 33%. Their print results were painful.
http://www.btobonline.com/article.cms?articleId=26745

The #1 newspaper in Spain is... free! I had a sales trainer (Dave Rothfeld, Creative Sales + Management, www.csm4tqs.com whose advice helped me build TrendWatch in the 1990s) tell me that "if others are selling it, give it away, if others are giving it away, charge for it" as a way of seeing new opportunities in the marketplace. This Spanish newspaper did!
http://www.iht.com/articles/2006/02/05/business/papers06.php

Think e-paper is a dream? It's closer than you think.
http://www.editorsweblog.org/news/2006/02/belgium_paper_to_test_eink_device_with_r.php

Internet use in Germany
http://www.emarketer.com/Article.aspx?1003803

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