How bad is it for journalists? This bad...

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Who is listening to you? You might be surprised

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That takes some effort to listen and be aware of what the opportunities actually are but if you ignore them you do so at at your own peril. Throughout my career as a professional communicator I come across clients who are absolutely sure they know who their audience is. Invariably they are wrong.Let me give you an example. Many years ago I counseled a semiconductor company that had a great business selling components to Apple for the iPod. They sold almost 30 percent of all their product to Apple. They knew that Apple was never going away. In our research into the effectiveness of their content we found what seemed to be a discrepancy. We knew that there were multiple product groups that the client’s technology would fit, but they were focused only on the iPod team. We told them they needed to start a focus on development teams. They responded, “We know who to talk to, you just concentrate on putting out press releases.” Six months later, at a trade show, two Apple team managers came ...
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What's missing from most company websites, or at least what is craftfully hidden, is that very reason for being. Companies hire SEO consultants who have absolutely no understanding of the market for the companies' products and just jam the web traffic with random hits from spiders, which makes everyone feel good until you look at the sales figures for the year. This week I've been getting bombarded with SEO consultants wanting to link their sites to New Tech Press .  I've dutifully gone to their sites to see what they are all about and have been thoroughly disappointed in what I see.  They are filled with poorly written, unconnected, bland content that provides absolutely no value to their audiences.  They are designed only to drive search traffic. What makes it all the worse is some of these sites are for well-known corporations.  And, no, I won't tell you who. I understand the value of good SEO.  It's important to give people making rando...
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Something happened this week that brought up the issue of transparency, journalistic independence and why both are needed for a vibrant media that properly serves the industry.  As many of you know, I was asked to start a blog on EDA Cafe back in June and started a series of podcasts focusing on the bottom line of design automation.  in other words, finding out the industry could justify its existence financially to its customers.   We started out with a couple of interviews with the CEOs of Magma and Tanner EDA and then of the Real Intent CEO.  The first two readily admitted that figuring out the real ROI of EDA tools is something that has not been done well and needs to be done better.  The third interview had the same revelation, but you might notice that the interview is no longer available on EDA Cafe.  Real Intent lodged a complaint to EDA Cafe regarding the statement in the interview from the CEO that they could not accurately estimate the ...
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