Publishing in the Digital Age -- Context is King.
It's odd that an ad:tech panel about publishing need reiterate the importance of context. Even before digital blew our minds or whatever, wasn't that still the case? Great newspapers were forged in the fires of noteworthy current events. Great books exploit widely-felt (but little-articulated) sentiments.
Context has always been king. Tactical marketers have always fed on that: This is my message. How best to package it for Demo X? Where is their mind? Can I speak to a shared passion or crisis?
This sesh gives a fresh coat of paint to a trusty old model, with the crucial addition of being whiplash-worthy. (That is, encourage some hardcore rubbernecking.) Highlights below.
- There are many ways to call attention to breast cancer awareness. This is yet another one which makes an interesting association between the affected body part and the company behind the awareness campaign.
- Wonder what the "born digital" crowd does all day long? Here's your answer.
- Gawker Media's Nick Denton has announced cutbacks at his company and predicts a challenging year ahead in 2009.
- Perhaps due to genuine interest or perhaps to hear how many times Palin would utter yet another soccer mom-ism, 69.9 million viewers tuned in to the Biden/Palin debate, more than the 52.4 million who watched Obama debate McCain.
- Gay folk write odes to pet pups.
- Folksy new site for Kubler Absinthe. The "Creativity" tab suggests an upcoming CGM effort where people can "contribute to the myth of Absinthe." See videos for preparing mixed drinks. They're cool, and don't you love that background music? Also check out "fact and fiction" and the how-to-drink, which I thought was really neat. By Decon/NY.
- Palin inspires rampant web subculture. So many options! Brings back fond memories of Miss South Carolina.
- Really good resource on getting paid to blog.
- M. M. McDermott is not impressed by Millennials, but he'll cater to them on the Baltimore Sun's hipster spin-off. While reading a stylebook and wearing a nametag labeled "COCK."
by Angela Natividad
, Trends and Culture
Tuesday night at ad:tech Chicago wrapped up with a keynote by author Clay Shirky, "Here Comes Every Customer: The Former Audience is Talking Around You."
The Big Idea, if intro speaker Drew Ianni is any authority: "The internet is the most important thing to happen to the human species."
That's a pretty high and mighty manifesto. Upon taking the stage, Shirky tried conveying the same idea with more precision -- and a much higher word count.
So what do you do if you're a book publisher and you're promoting a "sexy, summer beach read" which just happens to have an intriguing first sentence? You make a video of people reading the first sentence, "There are 8,000 nerve endings in the clitoris and this son of a bitch couldn't find one of them."
Like many book publishers, this one has gone beyond boring ads placed in the New York Times book review section. It's a nice approach but if a business book promotes itself by having hot models read sections of the book while disrobing, an erotic thriller about three women spending the summer in the Hamptons could have been just a wee bit more racy with their promotion.
The book? J.J. Salem's Tan Lines.
And by "understanding," that is to say "We'll buy your ad space, you write us up nice and pretty."
A funner statistic: one in five senior-level marketers admit their organizations have purchased advertising in exchange for an online news story, likely even favorable. These figures are up slightly from last year (17 percent versus this year's 19 percent), when five percent admitted to either paying editors or giving them gifts in exchange for upbeat coverage. It's all here, sugar booger.
And just so you know? Yeah, presents, particularly of a monetary or vice-oriented variety, work a lot better than lengthy pitches that start with "I am such a fan!" Products work too. That's what's called "market research."*
Image credit: Delightful Deliveries, which has yet to surprise us with gift-wrapped gratitude in exchange for pushing its logo in this piece.
Earlier today, Gay List Daily sent its (mostly male) subscribers an invitation to try John Allan beauty products. The pitch began like so:
Meet John Allan. He's been quietly hiding in New York developing a line of men's care. His set of products satisfies a man's every grooming need, from hair care, personal care, shaving, and skin beautifiers.
Okay. I realize I'm on a gay mailing list, but mens' increasing willingness to explore beauty regimens -- and shop for style's sake (think Beckham!) -- isn't a gay vs. straight thing anymore. For a growing number of guys, the pursuit of youth, beauty and expensive jeans has become a norm. And not just among metrosexuals. (In fact, most men we'd call "metro" don't even like the term.)
How much do we know about mens' changing self-perception -- and their shopping habits? Probably too little. Marketers and book writers like shining the spotlight on the so-called gender minority with her iron hand on the family pocketbook. She's always stealing the show!
Meanwhile, we've let Axe run off with the New Male Order.
Looking to change that? Then you should read Branded Male.
Nothing rawks the blog world like a scandale. Here's one for the hour: Boing Boing has been removing posts written by, or in reference to, Violet Blue, a sex columnist for the SF Chronicle.
Seven Days to Sex Appeal claims swagger and sex appeal can be taught. Good to know there's hope out there for foaming-at-the-mouth underdogs.
According to Amazon, 93 percent of customers bought the book after seeing the product page. And dude, it only got 3 stars out of 5. So I'm guessing optimism, however loose in wallet, does not a sex god make.
The book was brought to our attention by Very Smart Brothas, my new favourite blog candy. Seriously. Read their pick-up artist post. One of the writers claims to have picked a girl up by writing her a haiku. At the library. AND RUNNING AWAY!
To promote his new book, Cognitive-Behavioral Therapy, author Tao Lin has placed stickers around New York which say, simply, Britney Spears. Apparently, his intended hipster audience will make the connection.
Last June, Gawker pretty much trashed Lin's similarly strange promotional tactics for some earlier books by posting some of his creepy emails.
Flash back to this year and Gawker recently found the door to its offices plastered with Britney Spears stickers in an apparent retaliation for Gawker's less than kind (though totally warranted) words.
Hmm...so is Tao Lin an impetuous child or brilliant marketer?