Alix Paultre and Advantage Media work the web

I ran into Alix Paultre at the Embedded Systems Conference and had a chance to catch up on what he's been doing since I reported his move from Hearst. As usual he was full of good news an optimism, which always an interesting departure from the normal doom and gloom in the publishing industry. The nice thing is he has numbers to back up his optimism. Most publications use their website to drive readers to the print publication, which has always seemed to be a bass-ackward approach. Alix has Advantage using the print publication driving readers to visit the websites and boost readership there, making the print publication a promotional tool for the web. Listen for yourself here.

Comments

Post a Comment

Popular posts from this blog

I'm old and you are not. That's good thing.

Image
I turned 64 this year and have been on the receiving end of scams and offers related to social security, dementia and Medicare for weeks now. I'm also getting offered senior discounts without asking. None of that has bothered me as much as getting dismissed because I'm no longer in my 30s (which bothered me as much when I was in my 20s). Today, however I had a revelation and I'm feeling much better about my age. I was doing a session with the marketing team for a small business back by telephone and was in the process of breaking down their preconceived notions about communication when the youngest member of the team asked me, "How do you know this is what our customers are thinking?" "Because I've been doing this for 40 years," I replied. "Oh." She replied.  Then one of the business owners, well into his 70s asks, "Wait a minute. You said you've been doing this fo r 40 years. How old are you?" "I'm 64....
Read more

Speaking of ethics in sponsored content...

Image
An article today in Forbes on ethics in sponsored content  brought back memories of our recent discussions regarding UBM Tech's methodology changes and the larger discussion about whether corporations can be expected to deliver ethical content. The article points out that Edelman has posted their own set of ethics regarding sponsored content that remarkably mirrors Footwasher Media's position:  That it isn't PR or advertising.  It's something different from what most corporate advocates practice and it must be, by nature, ethical or it loses all value. Many people in the news business have taken ethical standards for granted.  They seem to believe that they are intertwined with the genesis of journalism itself.  It isn't true.  The news business, supported by advertising began in the 1700s with Benjamin Franklin's founding of the Pennsylvania Gazette , but the separation of advertising from editorial did not appear until th...
Read more

Why you don't (or do) like social media, Part Three

Image
When you boil down attitudes toward and execution of social media practices, it's all about leadership.  Real leadership, not the popular definition that rises from the horrific misinterpretation  of Geoffrey Moore's book, Crossing the Chasm .  Let me explain that reference a bit more in depth first. Moore stated fairly simply that for a technology company to be successful, it must attain the perception of leadership in a market niche.  The misinterpretation of that concept is what screws up the marketing for so many companies.  Moore's statement was an indicator of success and a strategy, not a tactic.  If you are the perceived market niche leader, Moore explains, THEN you know you successfully crossed the chasm.  Therefore your marketing strategy must revolve around developing the perception of leadership.  However, most companies believe that saying you are a leader in your marketing documents, even when you are clearl...
Read more