If We Are in a Media Recession, Why Is It Still So Difficult to Get a Good Table at Michael's? - Steve Blacker - MediaBizBlogger

Nobody asked me butWhy doesn39t a major magazine publisher ever invent a hot new website like Daily Candy Hot Tomatoes or Polyvore Polyvore is a new usergenerated fashion website that attracted 825000 unique visitors in June That39s 25 more traffic than Conde Nast39s Stylecom or InStyle39s site Answer The talent to invent hot new sites does not seem to exist at a traditional magazine company Polyvore was founded by three exYahoo designers and cost less than 5 million to launch Shouldn39t major publishers be recruiting new young talent from digital companies and setting up quotskunk worksquot in New JerseyWhy doesn39t a major media company steal Carol Smith SVP and Chief Brand Officer at the Elle Group away from Hachette She is without question one of the best marketers team builders and leaders in the business today With onethird the staff of Vogue and onetenth Vogue39s promotion budget she continues to take market share away from Vogue and everyone else Littleknown fact before becoming Publisher of ELLE Carol ran Elle DigitalWhy doesn39t the Magazine Publishers of America do something that actually helps magazines gain market share Magazines are the most trusted brands in media and they work wonders for fashion beauty and travel advertisers Unfortunately every MPA trade campaign or boring research study does little more than spend money The best trade campaign for print is Conde Nast39s The only research that can truly move the needle on market share is one that is cofunded by major advertisers and provides them with proprietary information that is marketplace essentialIf ROI is so important to clients why do they pay lip service to the research they use to buy media Nielsen is better but good luck measuring a small new cable show And while MRI is creating more timely measurement metrics the margins of error for some of their data are so huge that the data is unreliable And if selecting media is so important why are most media planners and buyers so overworked and so underpaidWhy don39t the supposed financial experts stop telling us the recession is over one day and the next day that we are in more trouble If they were weather forecasters they would all be firedIf the government allows the Citigroup Energy Executive to earn 100000000 this year then I know for sure we are still going to have major problems in the financial sectorWhy didn39t the state of California work out a deal to lower the taxes for Toyota By doing nothing they just lost 140000 jobsIf we are in a recession why is it still so difficult to get a good table at Michael39sIf young kids continue to spend the bulk of their time online and playing video games will anyone be able to write a sentence or spell properly in a few years Worse yet the less they read the more newspapers and magazines will suffer Shouldn39t the MPA or someone sponsor reading programs in public schools starting at an early age Does anyone still read the Hardy Boys seriesAm I the only one who now receives so many newsletters and blogs online everyday that I had to cancel most of them so I could do my workWhat if every magazine publisher actually charged enough for a subscription to make money on it Yes rate bases and circulation would quickly drop but isn39t that going to happen anyway even with the low current sub rates 6 a year 2 years 15 plus a gift Wouldn39t a more committed readership allow magazine publishers to improve their demos and be able to raise their CPMsIsn39t ASME Association of Magazine Editors a dinosaur that needs to be placed in a friendly museum If you still believe in the separation of church and state unless you are The Economist you may no longer be in business in 5 years Editorial integrity cannot be dictated by an archaic organization Doesn39t every fashion and beauty magazine trade editorial credits for ad pages It doesn39t seem to hurt their credibility An editor is an integral part of a business The Editor in Chief is really the Marketer in Chief to the readersWhy can39t American TV commercials be as funny and provocative as foreign ones How come George Lois is still the most outofthebox thinker I know in advertisingI hope my grandchild Braden Storm Blacker goes into media It will still be one of the greatest professions in the world once we get rid of the accountants and bring back the old time anything goes no such thing as a bad idea totally thinking out of the box approachSteve39s new book You Can39t Fall Off The Floor The Insiders39 Guide to ReInventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King Cathie Black Chuck Townsend and 28 others Blacker is still going strong today as a partner in Frankfurt ampamp Blacker Solutions LLC His web site is blackerreinventionscom and email address is blackersolutionsaolcomRead all Steveamp8217s MediaBizBlogger commentaries at Steve Blacker MediaBizBloggerEd Martin39s full live coverage from the Television Critics Association tour is available exclusively to corporate subscribers of the Jack Myers Media Business Report For more information visit wwwmyersreportcom

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If We Are in a Media Recession, Why Is It Still So Difficult to Get a Good Table at Michael's? - Steve Blacker - MediaBizBlogger

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