Livingstone Market Brief
Friday, December 19th, 2008News 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
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
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.
Livingstone on Twitter
Livingstone on Facebook