It’s a question that I’ve tweeted. Because aside from the obvious, Donald Draper is an stand-up ad-man. He is honest with his clients and always puts their needs first. Now, imagine you have to choose between two clients to sign. Suppose there’s a conflict of interest. Let’s call them Eddy and Jack. You met Eddy [...]
I’ve been thinking about how marketing, advertising, and PR all play distinct roles, and how they come together to complement one another. This is what I’ve come up with so far. Marketing is about filling a demand by developing a product or service. Branding is about giving that product or service a life and story [...]
Last night was a special summer edition of Third Tuesday Montreal. There were three presentations, in the style of Pecha Kucha (20 slides, 20 second each, for a total of 6min 40sec) and I had the pleasure of opening for Julien Smith and Sylvain Grand’Maison. The title of my presentation was Cloudvertising: Social Media and [...]
I’m starting to wonder whether publishers might end up in competition with their own advertisers. Looking at the 22 reasons people go online, it’s not hard to see why publishers can’t sell their ad space the way they used to. People go online primarily to learn, have fun, and socialize, and the web gives them [...]
It looks like Microsoft’s (MSFT) re-entry into search with the launch Bing.com might have less to do with taking on Google (GOOG) as a search engine, and more to do with entering more uncharted waters: cloudvertisingg. Of course, this would still be putting them in direct competition with GOOG, but in more of a proactive [...]
The root problem facing newspapers (and other mainstream publishers) isn’t so much falling ad revenues. That’s just a symptom of a greater problem. The bigger problem facing mainstream publishers is that ad technology hasn’t caught up with content technology. Right now, there are so many ways to publish and distribute content. But there really aren’t [...]
Considering how the New York Times is coping with the the plight of the publishing industry and news media better than most, it’s not surprising to see that they might be pursuing a more symbiotic editorial model. Granted, when it comes to weathering the storm, the NYT is a lot larger in both scope and [...]
Symbiotic editorial is kind of like when you treat your content like a public park rather than a walled garden. And there are three parts to pursuing the model: (1) having two poducts; (2) having two target markets — one readers, the other advertisers; and (3) understanding that readers are also both consumers and users. [...]
