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.