B2B Memes

OCTOBER 9, 2012

In all the recent debate on the merits of the digital-first strategy for publishers ( neatly encapsulated today by Mathew Ingram ), there is one strand of discussion that never quite comes to the foreground. That is, they employed a print-first strategy. John Paton: Misguided, or misunderstood?

Advertising Mediums 100

Advertising Mediums Distribution Efficiency Course 100

B2B Memes

OCTOBER 9, 2012

In all the recent debate on the merits of the digital-first strategy for publishers ( neatly encapsulated today by Mathew Ingram ), there is one strand of discussion that never quite comes to the foreground. That is, they employed a print-first strategy. John Paton: Misguided, or misunderstood?

Advertising Mediums 100

Advertising Mediums Distribution Efficiency Course 100

B2B Memes

DECEMBER 5, 2011

The strategy, they hope, will “increase the value of print books and build a healthy, diverse marketplace that includes brick-and-mortar bookstores and is not dominated by Amazon and e-books.”. The problem with the strategy is that it won’t, as hoped, “cut into e-book sales” in a significant way. They just want the content.

Amazon 100

Amazon Advertising Mediums Design Activities 100

B2B Memes

NOVEMBER 29, 2011

To put it hyperbolically, I was looking for truth, they were looking for sales. Learn enough about this new channel to ask the hard questions and integrate with your strategy as appropriate. So I got into PR for awhile and then migrated to sales and then marketing. Truth as a marketing strategy. I love that! Interesting.

Content 100

Content PR Social Media Ethics 100

B2B Memes

MAY 6, 2011

In my days overseeing a large editorial group for a B2B publisher, my counterpart in sales was fond of telling me that advertisers found our editors arrogant. That’s not a strategy for long-term editorial success. They are as nice as anyone else, but if they do their jobs right, they will often rub people the wrong way.

Ethics 100

Ethics Content B2B Sales User-Generated Content 100

B2B Memes

JANUARY 20, 2011

It makes sense to develop a clear brand strategy for social media and share it with all your publishing staff. But why should a single department, whether editorial, sales, or marketing, “get the keys to the engine”? You might make your point, but you won’t hear everything you should.

Social Media 100

Social Media Media Conference Social Marketing 100