Do you sometimes reach the end of the day, frazzled at all the bits of information and content you’ve been consuming? From laughing at a hapless skier take daily crashes full send on Jerry of the Day to The Daily SKIMM for an entertaining update of quick read headlines and news, to industry newsletters, and shared content from select leaders I follow, it can be hard to keep … [Read more...]
Archives for 2017
Build your audience first, then create your product
Howard Schultz, the founder of Starbucks, created the notion of “the third place.” The third place wasn’t work and it wasn’t home, but it was a place where you could simply relax with a coffee or engage in a meeting outside the office. This week we’re going to consider a “third way” of approaching marketing. As Shultz did, I’d like to propose that the third way, is the way of … [Read more...]
Building media equity as an owner
Sometimes being a tenant can suck. Especially when your landlord ups the rent, changes the rules, announces a major renovation, or evicts you. Landlords have a lot of power, since they do after all own the place. You are simply paying the privilege of staying there. But it can appear mean spirited to have the rules of your tenancy change if you’ve been there a long time, have … [Read more...]
Being human in the age of being digital
Nicholas Negroponte wrote "Being Digital" in 1995. In it he shared insights of endless possibilities for our future based on his work at MIT. I pulled it off the shelf last week and have been revisiting it. The book was a fascinating read for anyone remotely connected to the communications industry when it was released. Flash forward 22 years and much of what he envisioned has … [Read more...]
How to assign value to your media reach
This week I’ve been working away at another client media analysis, and it has brought up some interesting questions about how we apply value to media. Generally with traditional print and broadcast media, we assign a price value equivalent to what it would cost to purchase the space or time in the media. An accepted industry standard estimate is to then apply a multiplier of … [Read more...]
