Comments on: Not all marketing is evil http://eatsleeppublish.com/not-all-marketing-is-evil/ Thoughts on the future of publishing Thu, 26 May 2011 22:44:01 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Jason Preston http://eatsleeppublish.com/not-all-marketing-is-evil/comment-page-1/#comment-1784 Jason Preston Thu, 19 Feb 2009 07:06:33 +0000 http://eatsleeppublish.com/?p=1408#comment-1784 <strong>Paul</strong> - Sounds to me like you have a really strong grasp of the concept. I think shading the backgrounds on staff comments is an awesome idea (like the way my comments have a different color on this blog). Keep me posted on how branding concepts evolve at PNWlocalnews.com, it may be something I should write about ;) <strong>Curt</strong> - As usual, I think you're pretty spot-on: building community is a <em>great</em> way to build a brand, and touch points are a great way to build community. Paul – Sounds to me like you have a really strong grasp of the concept. I think shading the backgrounds on staff comments is an awesome idea (like the way my comments have a different color on this blog).

Keep me posted on how branding concepts evolve at PNWlocalnews.com, it may be something I should write about ;)

Curt – As usual, I think you’re pretty spot-on: building community is a great way to build a brand, and touch points are a great way to build community.

]]> By: Paul Balcerak http://eatsleeppublish.com/not-all-marketing-is-evil/comment-page-1/#comment-1781 Paul Balcerak Wed, 18 Feb 2009 21:57:25 +0000 http://eatsleeppublish.com/?p=1408#comment-1781 @Curt M. - Exactly. Case in point, <a href="http://www.capitolhillseattle.com/2008/12/22/did-you-get-your-free-chs-crow-button-yet" rel="nofollow">CHS's crow buttons</a>. @Curt M. – Exactly. Case in point, CHS’s crow buttons.

]]> By: Curt M. http://eatsleeppublish.com/not-all-marketing-is-evil/comment-page-1/#comment-1780 Curt M. Wed, 18 Feb 2009 21:55:20 +0000 http://eatsleeppublish.com/?p=1408#comment-1780 Another thought: Building community also builds your brand. All those Apple logos aren't just because people love their iPhone. It's because they consider themselves part of the Apple "community:" Other smart, cool people who love and use Apple's products. News sites need to develop that kind of community, too. Another thought: Building community also builds your brand. All those Apple logos aren’t just because people love their iPhone. It’s because they consider themselves part of the Apple “community:” Other smart, cool people who love and use Apple’s products. News sites need to develop that kind of community, too.

]]> By: Paul Balcerak http://eatsleeppublish.com/not-all-marketing-is-evil/comment-page-1/#comment-1779 Paul Balcerak Wed, 18 Feb 2009 20:34:51 +0000 http://eatsleeppublish.com/?p=1408#comment-1779 @Jason - I've been trying to pen a good "news brand marketing" post for a long time — this is a point I never really considered (probably because I don't pay a lot of mind to news<em>papers</em>) and it's a good one. Journalists seem oddly reluctant to take credit and promote themselves. In my imaginary post, I looked at it from the standpoint of advertising externally — billboards, stickers, t-shirts, etc. I can't turn left on Capitol Hill without seeing an Apple logo stuck to someone's bumper or stitched to someone's backpack. And whenever I see it, I think, "Ooh, Apple. They're cool," whether I like it or not. The only time I ever have that experience with a news brand is when I <em>occasionally</em> see someone in a coffee shop reading a print product. And even then, it's more an issue of, "Gee, I'll go home and read the Times and then maybe log onto Twitter to talk about what I read." Which leads to the point that @Curt M. made — yeah, there should be way more entry points to talk with staffers. <a href="http://www.pnwlocalnews.com" rel="nofollow">We've</a> been pushing our writers and editors to be more active on our comment boards. Like anyone we get people asking questions or even just coming after us — so why not reply to some of those? I think it'd be even better if there were a way to highlight staffers on the boards (like having a different colored backdrop for their comments). That would provide an easy way of showcasing how active your staff is. @Jason – I’ve been trying to pen a good “news brand marketing” post for a long time — this is a point I never really considered (probably because I don’t pay a lot of mind to newspapers) and it’s a good one. Journalists seem oddly reluctant to take credit and promote themselves. In my imaginary post, I looked at it from the standpoint of advertising externally — billboards, stickers, t-shirts, etc. I can’t turn left on Capitol Hill without seeing an Apple logo stuck to someone’s bumper or stitched to someone’s backpack. And whenever I see it, I think, “Ooh, Apple. They’re cool,” whether I like it or not. The only time I ever have that experience with a news brand is when I occasionally see someone in a coffee shop reading a print product. And even then, it’s more an issue of, “Gee, I’ll go home and read the Times and then maybe log onto Twitter to talk about what I read.”

Which leads to the point that @Curt M. made — yeah, there should be way more entry points to talk with staffers. We’ve been pushing our writers and editors to be more active on our comment boards. Like anyone we get people asking questions or even just coming after us — so why not reply to some of those? I think it’d be even better if there were a way to highlight staffers on the boards (like having a different colored backdrop for their comments). That would provide an easy way of showcasing how active your staff is.

]]> By: Curt M. http://eatsleeppublish.com/not-all-marketing-is-evil/comment-page-1/#comment-1777 Curt M. Wed, 18 Feb 2009 17:53:45 +0000 http://eatsleeppublish.com/?p=1408#comment-1777 The other thing that's hard to find on news web sites (and I've been looking at lots of them lately) is how to contact them. Usually, the "contact us" link is buried at the bottom of the home page along with "home delivery." Or, it's hidden inside an "about us" link. And that's just not good. One of the most prominent things on the page should be how to get in touch and talk <i>with</i> the site and its journalists. And it should be labeled "Talk with us" or something else more user friendly. And you're right: It should say "subscribe" and be at the top (just like it is on seattlepi.com). The other thing that’s hard to find on news web sites (and I’ve been looking at lots of them lately) is how to contact them. Usually, the “contact us” link is buried at the bottom of the home page along with “home delivery.” Or, it’s hidden inside an “about us” link.

And that’s just not good. One of the most prominent things on the page should be how to get in touch and talk with the site and its journalists. And it should be labeled “Talk with us” or something else more user friendly.

And you’re right: It should say “subscribe” and be at the top (just like it is on seattlepi.com).

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