A few months ago I discussed how third-party media (earned) and owned media overlap in the Forbes online property. In short, here’s how the proposition works. Forbes gains inexpensive – or to be more precise, free – content to attract more clicks. In exchange, companies enjoy the Forbes halo and still control the storytelling. To …more
The grab-bag post offers a forum for three takes that individually don’t have the heft for a stand-alone post. Here goes – Jarring the Reader with a Non Sequitur The non sequitur can be an effective storytelling technique. Simply breaking up a pattern gets the reader’s attention. Here’s a good example of what I’m talking …more
I am an unabashed fan of the anecdote. Not in the sense that when one shows up on the Ed Sullivan show I’m moved to shriek. There’s an intellectual argument for using anecdotes – namely journalists want them. Sam Whitmore – if you’re in the communications business and don’t subscribe to SWMS, you’re missing a …more
The Wired franchise has a gift for finding the fresh narrative in complexity. Even under Condé Nast with a nod toward mainstream, the property remains true to the Alpha Geek. When the UK Wired sent out the following ProfNet, I assumed they would get crushed with pitches. I am editing a special edition of Wired, …more
It’s hard to believe that it’s been over a year since Netflix’s storytelling went astray in rationalizing the separation of the DVD business from the streaming video business. The primary issue wasn’t the decision as much as how it was communicated. At the time I wrote: Just be honest and open with people. No …more
September 24, 2012 Dear PR Pro, Admit it. You probably did a fist pump after reading David Carr’s column last week, “The Puppetry Of Quotation Approval.” According to Carr, journalists are increasingly acquiescing to PR requests to be manipulated, often in the form of approving quotes. In exchange for access, the journalist agrees to the …more
Altimeter conducted a webinar on converged media last week that was excellent. Analysts Jeremia Owyang and Rebecca Lieb walked listeners through a session on POE (paid-owned-earned) media that highlighted success factors. Based on our experience executing blended campaigns, I thought there was one area that deserved more attention during the webinar – Fiefdomville. This is …more
There’s a fresh question Ms. Mayer. I recognize that media properties are still struggling to crack the code on how to make money in the digital era. Still, I question the long-term value of applying the advertorial concept to a banner ad. Here’s what I’m talking about specific to the Yahoo News channel. Yahoo News …more
I think Mark Twain would agree. He’d be particularly amused by a report on the solar industry released earlier this week that triggered two stories on opposite ends of the spectrum. In one corner, we give you the San Jose Mercury News and its bullish headline. The supporting graphic continues with the bullish stance. OK, …more
