Another great essay on the future of newspapers is available, again, on Forbes.com.
The author, Jack Trout, is also the author of of one of my favorite books, "The 22 Immutable Laws of Marketing" and he's president and marketing consultant at Trout & Partners.
One of Jack's points:
"...newspapers have to talk more about their reporting staff – how many they have all around the world and their credentials. They have to point out that accuracy takes money, hard work and lots of talent."
Check it out here:
Whither Newspapers?
More later,
Mark
2 comments:
I'd hate to hear some of the "brands" you have for your reporters--I think there are rules against four-letter expletives.
You'll be amused to hear of a conversation I had today with someone who didn't know where I worked. He went on and on about how most media was focused on all the bad or exotic news, but that one local paper's reporters didn't subscribe to the "only bad news is news" mentality. The paper he was talking about? You guessed it--HTN. So even if you haven't branded reporters, you can at least take comfort that you have branded the reporting.
What a great story!
I am sure the Hometown News brand existed long before I arrived. What we've probably accomplished on the Brevard team is to deepen the brand by making it far more consistent and, therefore, more authentic through great hires (like you!) and hard work.
Isn't it fun, however, to work for a print product in the 21st century that enjoys such acclaim? That truly reflects the hard work of a great team put together by Steve and Tammy.
Mark
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