News Bits for Publishers

Week of December 15, 2008

Branding—Now More Than Ever

Consumer spending is slowing in Christian publishing because people are afraid. When dollars are limited, the risk of buying the wrong product or service is increased. Ultimately, we are living through a failure of trust—in our financial system and in our employment security.

The time is ripe for Christian publishers to get out in front of consumers with messages that reinforce their brands’ equity and value. In today’s climate, consumers need assurance from the brands they can safely rely on. Even more, as Christian publishers, consumers need missional messaging, and products that accurately, creatively, and reliably point their minds and hearts to trust or keep trusting in the One who is the source of the Good News.

Here are some interesting articles from this past week you may have missed and might find useful. As always, I appreciate reading your feedback.

Christopher Ribaudo

Innovation

Ways to Monetize Twitter

Ad Age, 12/15

Imagine having Twitter groups based on authors, themes, or product attributes. Next, imagine if you could monetize that Twitter traffic? This article contains suggestions on how to monetize Twitter. The ideas might have applications for publishers seeking cutting-edge strategies to increase revenue while building their social networks and consumer intelligence base.

Consumer

Most Men (18-34) Don’t Mind Online Ads

Brandweek 12/14/08

More women than men buy and read books. Want to more effectively reach more men with your titles? Consider some of the findings in this article. Some of the data points here might help your online marketing and advertising to creatively sharpen strategies and tactics for reaching the male readership market.

New Product Development

Changed Consumer Behaviors Suggest Key Themes for Content and New Title Acquisition

MSNBC 12/14/08

The tough economy is driving change in consumer purchasing patterns. Purchasing choices for hard consumer products at Wal-Mart could give insight to acquisition editors about new product themes and niches for new content and title ideas.

Creativity

Print Ad Drives Consumers Online

Media Post 12/15/08

Here’s a bit of truly out-of-box thinking in applying technology to consumer advertising. Augmented reality combines creativity and technology to combine print and digital platforms resulting in a unique customer experience. Might have applications for publishing marketers in the near future. Imagine how augmented reality might enhance customer pre-purchase experience and thinking. Check it out.

Digital Media

Digital Media’s Core Strength

Ad Age 12/19

Excellent summary of fresh market data points on Internet, new media, mobile and video advertising’s growth. Publishers and their marketing and online marketing groups should view this to help keep ahead of their marketing curve and shape decision-making, planning and budgeting for marketing activities.

Mobile Media

Mobile Phones Set to Become Primary Access to Internet in 2020

Network World 12/18/08

My personal view is that consumer trends will continue to show strong evidence of coalescing around the mobile phone platform for how people will access the Internet and increasingly access reading content. Here’s more data to consider as you think through where things might be going in the future.

Editor, Christopher Ribaudo, Chief Brand & Marketing Strategist

Livingstone. Ideas to Marketplace.

Industry News
Summer Event Round-Up
Publishing Trends (8/29)
In their September newsletter Publishing Trends gives a summary of this summer’s significant publishing news events, from a NYC perspective.

Branding
More Than Book Covers, Logos and Slogans
Publishing Trends (8/29)
Informative, concise article demonstrating the critical importance of brand alignment, what internal branding really is, and its implications.

Social Networking
What People Are Reading
GoodReads.com (8/29)
GoodReads provides social networking opportunities for readers to share what they’re reading and their thoughts. In his blog Tim O’Reilly expresses the belief that GoodReads is “the pinnacle of private social networking.” Could be relevant to new product developers and acquisition editors.

Marketing Research
Reader Relationship Management
Advertising Age (8/25)
Acquisition editors make choices in part based on knowledge of their readership. How deep and accurate is that knowledge?  Readership knowledge directly shapes editor’s decisions that, in turn, shape purchasing and publishing decisions, market success, and ROI. This article, though focused on CRM practices in non-publishing companies, could have crossover applications for Christian publishers. Of interest to strategic planners and publishing marketers interested in relational-marketing strategies.

Ideation
25 Ways to Capture Ideas
LifeDev (8/2008)
Ideas on different options to capture those precious brainstorming or inspired insights.

Editor, Christopher Ribaudo, Chief Brand & Marketing Strategist

Livingstone. Ideas to Marketplace.

Publishing
How Publishers Can Still Matter
Publishers Weekly (8/4)
A thoughtful perspective piece by Clay Shirky on how traditional publishing houses can position themselves for relevancy amid industry changes brought on by new media and technology.

Analytics
Google’s New Tool for Marketers
New York Times (8/6)
Article announces launch of new tool by Google intended for marketers. Insights for Search tracks and ranks the most popular words people type into Google’s search box. This has relevance for Christian publishers attempting to do more information-based product development and online marketing communications strategizing.

Product Development
Marketing to the Middle Class–Which One?
Pew Research Center
A recent study by the Pew organization discovers that the American middle class is not a single group but actually four different groups. Solid profile information with applications for more precise Bible and Christian product development.

Young Adult Consumers
College Students and Social Responsibility
Advertising Age (8/4)
Survey shows the rising influence of a company’s perceived social responsibility commitment in college students’ purchasing decisions. Could be relevant to shaping communications strategies and tactics, as well as packaging.

Branding and Digital
Four Lessons from Digital Brands
Advertising Age (8/5)
Relates four “success factors” of digital brands that can be applied to all brands–including Christian ones.

Editor, Christopher Ribaudo, Chief Brand & Marketing Strategist

Livingstone. Ideas to Marketplace.

Sony Adopts e-Book Standard
Publishers Weekly (7/24)
Sony adopted The International Digital Publishing Forum’s e-book standard for their reader. Interestingly, as Jim Milliot points out, Amazon has yet to do so.

Culture
Changing American Reading Patterns
New York Times  (7/27)
Article concerned with the sociology and generational aspects of reading in America today.  Print, web, new media–all involve reading. Story may contain relevant insights for publishers’ new product development and distribution planning.

Online
Generational Activity Differences Online
Social Media Optimization (6/08)
Story on a Deloitte & Touche study regarding generational differences in using blogs and other online activities. The segmentation yields interesting insights for digital strategic planning.

New Media
Text Messaging Still Growing Strong
Wireless Developer Network (7/30)
Another article on why publishers might consider making SMS marketing a part of their promotional and content distribution strategy.

Livingstone.com Ideas to Marketplace.

Editor: Christopher Ribaudo, Chief Brand & Marketing Strategist