How to build audience engagement from scratch
The fundamental difference between media now and media 15 years ago is proximity and data. The rise of digital publishing put readers in touch with reporters instantly via comments. The feedback loop was squeezed immensely; in some cases, it tightened like a noose around the necks of reporters and editors too siloed to listen to [...]
Are you nuts?
Yes. We’re driving a Chevy Volt across country, starting in July. Our YouTube video below gives you a little of the backstory. In short, we want to celebrate innovation in electronics and got a fantastic, visionary sponsor to foot the bill. For me, this represents not only a truly epic road trip but a fantastic [...]
Time well spent?
One in every 4.5 minutes spent online is spent in a social network or in a blog, according to a study released yesterday by Nielsen. That’s engagement. It’s too bad that’s not translating into the engineering B:B space. Semiconductor and EDA companies have invested millions in the past 5-10 years not only revamping their Web [...]
The Great (Print-Online) Debate (Cage Match Edition)
In one corner, John Donovan, the crafty veteran (he of low-powerdesign.com), sat eyeing his opponent, rubbing his Everlast gloves together in anticipation; in the other, another crafty veteran, John Reardon, Donovan’s ex-boss at RTC Group, glared, as he shuffled his laced-up, ankle-high shoes on the canvas. In between them sat a third veteran, Rick Jamison, [...]
Where the editors are
The great editorial diaspora is yielding some interesting stories. While there’s still plenty of pain out there among seasoned reporters and editors who have lost their jobs in the big meltdown, many are finding their way. They’re finding their way into marketing, communications and vendor-as-publisher roles where their editorial sense is keenly valued. My old [...]
A modest proposal for a new resource in electronics B:B
In my communications and community job at Numetrics, I’m learning lots of new things about how to market and communicate in the electronics B:B space. The main thing I’m learning is that we have few resources in this industry to do our job well. Ours is a unique audience (engineers) and niches within that audience [...]
Respect the Sabbath
Summary: Longtime cries for a digital Sabbath are getting louder, but we think more broadly as humans become cogs in an increasingly pervasive, pernicious 24-hour multimedia marketing wheel. Tom Mahon is one of the most thoughtful guys I’ve ever encountered. In his own quiet way, he’s long championed the notion that people need to take [...]
Marketing old-school
Summary: In building marketing and communications campaigns, great companies don’t throw the baby out with the bathwater. The great thing about immersing yourself in social media is that it’s a fantastic, real-time, global source for information especially pertaining to using social media for marketing purposes. The bad thing is it functions as an echo chamber. [...]
E-Reader mania and the death and rebirth of books
The gift-giving buzz this year is all about e-readers, which in the short run will wind up like so many Razor Scooters, but in the long run will turn out in the long run to be very useful devices. In the meantime, the disruption the very thought of this platform is causing is intriguing. Rupert [...]
Tiger Woods’ Branding Problem
Does Tiger Woods have a branding problem or do brands have a Tiger Woods problem? The Woods story will be one of the most important lessons in brand management in recent years simply because everything is so outsized: Woods as a personality and pitchman is big; the brands are big; the infidelity story is salacious. [...]
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