Writing
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I saw it again. This time I had to speak up. I was reading a Doc Searls post, and he referred to a story in the Washington City Paper. That story used the term platform agnostic. What are these people thinking? Doc is excused because he is simply quoting a source, but there is no excuse for the Washington City Paper because this was a quote from the “paper’s top gun.” If this was an isolated instance, I’d just shut up, but I keep seeing this term—or similar terms using agnostic— more and more. As we say in the marketing business, “It’s got legs.” Here’s the Washington City Paper usage:
All this media diversification has left some staffers wondering where the emphasis falls—on the print product? The Web? Radio? One Post employee put this very question last week to Executive Editor Leonard Downie Jr. in a staff meeting. The paper’s top gun responded that the Post needed to become “platform-agnostic.”
What definition of agnostic are they referring to? According to Webster’s New World Dictionary, here is the meaning of agnostic:
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Traditional media are beginning to discover the potential of blogs to supplement coverage, generate online traffic and create dialogue with consumers.
Newspapers are especially active on this front. So far, most efforts fall under a couple of different models.
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Not that this should come as a big surprise to some of us in marketing, but here’s a story on an elaborate study that shows many words intended to imbue a brand with human qualities are ineffective. The study, conducted by researchers at the University of Michigan and Harvard University, used functional magnetic resonance imaging (fMRI) on study subjects to measure the effect of anthropomorphic marketing adjectives to describe a product or service. The study looked at 450 words such as: friendly, down-to-earth, sophisticated, warm-hearted, dependable, sincere, reliable, trustworthy cheerful, etc.
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A few months ago, NBC created a blog for its comedy “The Office.” Posts from Dwight Schrute, the fictional office know-it-all who takes his job a little too seriously, routinely generate hundreds of comments per post. (A fan site noted that Rainn Wilson, the actor who plays Dwight, actually writes the posts.) These types of character blogs are gaining popularity. One article notes that shows such as “General Hospital” have joined the list.
The value of character blogs – most often authored by a fictitious person, brand or toy – has been continually debated.
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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.
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