Marketing defined

Whilst reading an AdAge article on the lessons of marketing in the digital age, I came across the following quote, which clearly and succinctly defines what marketing is all about: As always, you have to gain a keen understanding of your customers and get insights about what’s really important to them. You need to establish …

How to do local journalism

These days there’s a lot of attention being paid to the decline of the newspaper business. Hundreds (if not thousands) of articles have been written about it with that tired “objective” journalism perspective and they usually all sound the same and almost never offer up inspiring ideas about what to actually do about the problem. …

Disrupt this

Here’s a pretty decent New York Times article about a mini trend in ad campaigns that has them expressing ‘disruptive’ emotions about the state of our world. Example: The campaign has an edge to it, Mr. Pletch acknowledged, but it also has “an empathetic tone that tells them, ‘We understand what you’re going through.’ ” …

Mystery of the blue flower

In my literary travels, I’ve recently discovered the symbol of the blue flower which is an object of intense desire that promises (at least to its seeker) fulfillment and wholeness. Here’s an excerpt from an English translation of Heinrich von Ofterdingen, the unfinished 18th-century German novel that originated the symbol. (It goes on at some …

What newspapers should do: shrink

Longtime readers of this blog may remember my dismay at Indianapolis Star writers balking at the idea of sometimes writing ad copy as a way to stymie the bleeding in the newspaper business. And while that particular initiative proved not to be one with any staying power, the Indy Star of late has been seen …

Wilkes University really, really wants students

Guess what? Wilkes University in Pennsylvania is targeting individual high school students with recruitment advertising. Just in case it’s not clear what that means, consider the following excerpt from the linked article: Justin Chung knew Wilkes University wanted him when he got one of its first acceptance letters in February. But he didn’t know how …