Online. Offline. Bottom Line.™
(skip to the content)
Home | About | Jobs | Privacy Policy | Contact | Login or Register
Earlier this week, I wrote about how the inverted pyramid is still alive. Now David Meerman Scott describes the new press release era in his latest MarketingProfs article.
The most significant take-away? If you still believe that press releases only target the media, your strategy will likely fall short. The press release is now fully web-enabled.
As a company that represents advertisers, I did a doubletake when I saw this. It’s a story about a speech Vin Crosbie of Borrell Associates made to the World Newspaper Advertising Conference. In his speech, Crosbie was encouraging newspapers to move online faster because “online advertising revenues are rising dramatically.” However, he said it will be a challenge because online advertising revenue produces 20 to 100 times less revenue per reader than traditional newspaper advertising. Doesn’t this beg the question: “Why would any advertiser want to pay 20 to 100 times more to reach an actual physical paper reader than an online reader?”
Technology, relative prosperity and human inventiveness have given many people in this world a fast-growing and diverse array of options regarding how and where to interact with media. Choices seem to expand at an accelerated rate, yet the time available to take advantage of this panoply remains constant. We all have 24 x 7 x 365 x whatever. Media options will continue to proliferate; available time will remain fixed. Our time is defined by our biology, and further constrained by the spin and orbit of our planet that defines our clocks and calendars. We all consume, in one fashion or another, every second that is available.
What media choices were available a generation ago?
One of the worst things about living in Fargo — believe me there are actually many, many good things about living here — is that sites like Favorville can’t live up to their potential. The concept behind Favorville is simple — find other people locally that you can swap favors with. You simply post a request which can be “seeking” or “offering” and hopefully you find somebody to exchange favors with. You can find everything from ‘help naming an application’ to ‘answers from a spiritual master’ but I doubt those two will end up getting in touch with each other.
Of course the problem in places like Fargo and other smaller cities is there just aren’t enough people using it, in fact favorville doesn’t even have Fargo as a location yet. I bet in places like San Francisco and Eugene, OR a site like this works much better because the nature of those towns encourages this type of bartering, and well hippyness (no offense Eugene!).
As blogs, instant messaging and other social media gain popularity, it’s tempting to conclude that communications professionals no longer need traditional journalism skills. Some have even argued that corporate public relations departments should be replaced with bloggers. After all, who needs the AP stylebook when you write with an informal, more personal online voice?
However, the inverted pyramid is still alive – and solid news writing skills are still highly relevant.
Page 203 of 241 pages « First < 201 202 203 204 205 > Last »