We may be continually bombarded at every turn to embrace the online consumption of news but some national newspapers are fighting back – with proactive TV ad campaigns of their own, extolling the virtues of traditional print media.
One of the best has recently been produced by The Sun – with a clever and imaginative iPhone parody comparing the attributes of the hard copy newspaper with the disadvantages of online news sources and applications.
At a time when even The Guardian is now creating downloadable applications for us on the iPhone to enable people digital access to daily news – we must start to question the longevity and sustainability of printed newspapers.
As someone who spent most of my journalistic career in regional newspapers, I find the Sun’s battling TV response incredibly heartening.
But the inexorable and exciting world of online media is transforming our working and personal lives in every way and I am sure that 2010 will be as empowering as 2009.
Peter Corder
Managing Director
Tuesday, December 29, 2009
Wednesday, December 23, 2009
The power of social networking - X-Factor put into perspective
So little Joe McElderry – the X-Factor winner - failed to be the Christmas number one in the charts! He was beaten by a massive Facebook campaign designed to stop X-Factor ruling the Christmas roost – and ensuring that Rage Against The Machine took the festive accolade this year.
The campaign to stop Simon Cowell’s X-Factor domination was hatched by Jon and Tracey Morter who promoted Rage Against the Machine’s 1992 hit ‘Killing in the Name’ – mobilising an army of Twitterers and Facebook enthusiasts, resulting in the sale of more than half a million copies – beating little Geordie Joe hands down.
But what this whole exercise shows is just how powerful the new social networking phenomenon has become – mobilising millions of people to change things with a powerful message. This is PR at its most potent.
Jon Morter was quoted on radio as saying that this whole campaign was not about the X-Factor but simply a demonstration that ordinary people can make a difference – which could have major implications for us all in the future.
Peter Corder
Managing Director
The campaign to stop Simon Cowell’s X-Factor domination was hatched by Jon and Tracey Morter who promoted Rage Against the Machine’s 1992 hit ‘Killing in the Name’ – mobilising an army of Twitterers and Facebook enthusiasts, resulting in the sale of more than half a million copies – beating little Geordie Joe hands down.
But what this whole exercise shows is just how powerful the new social networking phenomenon has become – mobilising millions of people to change things with a powerful message. This is PR at its most potent.
Jon Morter was quoted on radio as saying that this whole campaign was not about the X-Factor but simply a demonstration that ordinary people can make a difference – which could have major implications for us all in the future.
Peter Corder
Managing Director
Monday, December 7, 2009
The Might of the Media
AS I write this blog Tiger Woods is the fifth most popular subject on Twitter, and you can be sure that not many people are Tweeting about his golfing ability! I don’t follow golf and don’t have an opinion one way or the other about Tiger, but I have to admit that my journalistic curiosity has got me Tweeting and blogging with the rest of them.
This latest and much-publicised incident of a famous person’s alleged ‘indiscretion’ is part and parcel of being in the public eye isn’t it? Many people may not care about the suggestions of an affair, while others will be quick to make a judgement on his character. But the story is there in front of us to have an opinion on.
Whatever that opinion, the mighty media – press, television and on-line - can’t believe its luck that someone with as squeaky-clean image as Tiger has had his reputation dirtied in such a bizarre way. We seem to be a nation obsessed with the downfall of well-regarded international celebrities – and this coverage arguably has more appeal than the drunken nightclub exploits of a WAG or model – because this is what we have come to expect from ‘glossy mag celebs’.
And then there are the high profile personalities who try, but often fail, to recover from a media dousing – Michael Barrymore springs to mind.
Tiger’s integrity and image may have been damaged, but aren’t beyond repair – and there is no doubt he will bounce right back. No one will be surprised that as the story gathers pace – as does to number of women who have alleged an affair with the star. The plot thickens…
Cetti Long
Account executive
This latest and much-publicised incident of a famous person’s alleged ‘indiscretion’ is part and parcel of being in the public eye isn’t it? Many people may not care about the suggestions of an affair, while others will be quick to make a judgement on his character. But the story is there in front of us to have an opinion on.
Whatever that opinion, the mighty media – press, television and on-line - can’t believe its luck that someone with as squeaky-clean image as Tiger has had his reputation dirtied in such a bizarre way. We seem to be a nation obsessed with the downfall of well-regarded international celebrities – and this coverage arguably has more appeal than the drunken nightclub exploits of a WAG or model – because this is what we have come to expect from ‘glossy mag celebs’.
And then there are the high profile personalities who try, but often fail, to recover from a media dousing – Michael Barrymore springs to mind.
Tiger’s integrity and image may have been damaged, but aren’t beyond repair – and there is no doubt he will bounce right back. No one will be surprised that as the story gathers pace – as does to number of women who have alleged an affair with the star. The plot thickens…
Cetti Long
Account executive
Thursday, December 3, 2009
'Paid for' v 'free' - what is the value of Internet news?
Newspapers are really under the cosh at the moment due to the massive growth in online news services. Some newspapers have been forced to go weekly; go free; or even close due to falling circulations and the switch to digital advertising, which is of course, much more measurable than traditional media.
We live in a world of instant news and that has destroyed most newspaper circulations. So newspapers have turned to their websites and are maximising the digital opportunities they provide to make up lost revenues. But currently the news content is free.
Now there is a big discussion going on by proprietors keen to make money by charging for news content and blocking search engines like Google from linking to newspaper websites.
Very soon we could all be paying if we want instant online news – it feels as if we will end up with a ‘paid for’ v ‘free newspaper’ style news service war all over again – but this time on the Internet!
Peter Corder
Managing Director
We live in a world of instant news and that has destroyed most newspaper circulations. So newspapers have turned to their websites and are maximising the digital opportunities they provide to make up lost revenues. But currently the news content is free.
Now there is a big discussion going on by proprietors keen to make money by charging for news content and blocking search engines like Google from linking to newspaper websites.
Very soon we could all be paying if we want instant online news – it feels as if we will end up with a ‘paid for’ v ‘free newspaper’ style news service war all over again – but this time on the Internet!
Peter Corder
Managing Director
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