Thursday, September 07, 2006
College and E-Magazines, Local Internet, Proliferation, and other matters of high importance
It's a program using Zinio. But think of this: even though they claim it's a way of getting students to switch to print, you have to know that 1) college students are very mobile, and must have a disproportionate cost of address updating for college vs home address for those who reside on campus, and 2) college folks are of course e-savvy, and many colleges include laptops as part of the tuition, so there's a built in platform. This is not about converting to print. This is about adding circulation with a fraction of the cost of fulfillment.
Local Internet advertising has been a real laggard in the new media business. This Chicago Tribune article may indicate that things are starting to change.
Ad spending increasing
... but, it's in current terms. Deduct 3.5% for inflation and compare it to 3.3% real GDP growth and see if things are really growing. (They're not)
In the meantime, this new study says "online classifieds increase in popularity; category visitation surges 47 percent in the past year"
"Nobody Killed the Newspaper" according to this article, which is a good summary of the new media age.
Multichannel marketing at Xerox
The WSJ had a good editorial about "creative destruction" and recent problems at Ford, Intel, and a shuffling of management at Viacom
ASAP be sure to catch economist Alan Reynolds' column about the recent income data released by the Census bureau. It's the column of Sept. 7, and it's not permanently at this address. I'll try to find a permanent link later.
Consulting firm McKinsey has put a book up on their site about the issues in marketing today. It's called "Profiting from Proliferation."
An explosion of new customer segments, sales and service channels, media, and brands is challenging marketers to reinvent themselves so they can simultaneously prioritize opportunities in a more sophisticated way and increase the consistency and coordination of their marketing execution.