No More Paper – at least in the name

19 December, 2008

Maybe I am missing something, but shouldn’t they have already done this?

The American Society of Newspaper Editors is consider removing the world ‘paper’ from the organizations name. Changing it to American Society of News Editors. I agree this with BuzzMachine and say we are in the post-paper era. The name newspaper or magazine or broadcaster or even radio in the future simply will refer to the historic roots of an online media business. Interesting to note that the frequency of publication goes from daily/weekly/monthly (newspaper vs. magazine etc) to minutes/seconds online… And there are no schedules online. Note: this riff is going to form part of my ‘digital manifesto for publishers’ look for this post before the end the year.


In Search of the Perfect Online Marketer

20 June, 2008

Every Online Marketer Needs HelpAt AdViking central, debate is encouraged. The knee-jerk response to the previous post and article in Precision Marketing from these quarters is: “I.T. aren’t they just there to take orders for sandwiches and make sure that things don’t go wrong?”

And, yet, we’ve all been in those meetings, where the Marketing Manager, or worse still, the M.D. has a bright idea. A fantastic idea that would make the business rule the world… if it were possible. Which it isn’t. And then a little cough from the corner, the I.T. Director suggests very gently that Marketing has lost its’ marbles and Marketing suggests that I.T. needs a shave… and then it all gets ugly again!

The problem is this: that although most Marketers know what they want to communicate, know what looks good and are pretty strong at getting a marketing strategy in place – and are definitely the best people to lead the process… but they don’t know the limitations of what is (or isn’t) possible and that’s where they fall down.

To solve this problem we need to work out what we need out of the Perfect Online Marketer:

  • Good at Marketing (obviously)
  • Experientially knowledgeable of the limitations of hardware and software
  • Instinctively aware of the importance of user experience
  • Plugged into all the metrics and analytics required to tell them whether they’re doing a good job

In short: they need to know what technology can do for them.

So, for us, the perfect online marketer would be Commercial but a bit of a Nerd! And, if you can’t get that type of person, then I guess make sure I.T. is stationed as a sanity check for the more ludicrous ideas.

My favourite was from a Corporate P.R. who was upset about a pressure group who was bad-mouthing a clients’ products:

“Can we just virus their site?”

Oh, yes. Why didn’t we think of that… get I.T. onto it right away!!