Roadmap to Victory at Washington Post

Early last month, after the Tribune Company announced that it would enter bankruptcy protection, the conversation surrounding the demise of newspapers and the newspaper industry heated back up. Of course, we suggested that there should be an opportunity for new media to emerge in the newsrooms.

Today, the news comes from the New York Times that Phillip Bennett, the number two man at the Washington Post is stepping down joining the former WashingtonPost.com executive editor, Jim Brady, who also resigned recently.

thewashingtonpostThe Washington Post was one of the early newspapers who tinkered with social media tools in their online offering by utilizing a widget to display links to blogs that wrote about their stories. However, since then, they have not innovated all that much. Sure, they have blogs, but what major newspapers doesn’t? And really, does a blog matter if it isn’t compelling?

If I were on the inside of the Washington Post, I’d offer the following roadmap to a viable business entity.

  1. Combine resources of online and print media. No story should be exclusive to one or the other.
  2. Recognize that the business future does not lie in print and print subscriptions, but in online. Change business model to reflect a more traditional online content network. This is a wide swing from a subscription paper model.
  3. Develop content sharing partnerships with other newspapers. Washington Post has already done this with the Baltimore Sun. Suggest the The Times of London, Sydney Morning Herald or the San Francisco Chronicle to round out other-coastly or international perspective. Not sure how this would be mutually beneficial, but each publication will have its own interests that would need to be examined.
  4. Replace the Op-Ed section with blogs but use syndicated content from external blogs. Eliminate home grown blogs altogether.
  5. Develop online video channel on YouTube and bring into the online WaPo offering.
  6. In a related sense, develop a rich media network of content including podcasts – maybe primarily podcasts, due to the lack of exclusive attention required.
  7. Hire internally, or bring someone in from outside, to help the online business adapt to the new and changing landscape involving the internet and social media. The Toronto Globe & Mail did this with Mat Ingram.

I’d like to throw out one self-serving offer, since I know that there are increasingly a number of newspapers who are watching, reading or otherwise paying attention to our content here – I’m happy to discuss opportunities where I can step in and help. Sometimes that outside set of eyes is what is needed. Drop me a line at aaron@technosailor.com or call me at (410) 608-6620.

Welcome to a Top 100 Marketing Blog Which is Not a Marketing Blog

Welcome to the many marketing and communications professionals who are visiting this site today. I was pleasantly surprised to find out that Invesp.com listed me as the #40 most influential marketing blogger of 2008.

To be clear, while I appreciate the designation, this blog is not about marketing. That said, the internet is a space where communications are changing radically. Folks like me are at the forefront of the digital revolution, and so what we do is in many ways the marketing of tomorrow (and in some cases, the marketing of today).

If the point of marketing is to disseminate a message, it is arguable that I am in fact a marketing blogger. However, I would take it a step farther to redefine marketing as the effective, and increasingly online mode of connecting people with people, businesses with businesses and people with businesses. It is less marketing and more community. It is less message, and more trust. It is less organizational, and more grassroots.

Welcome to Technosailor.com. I hope you’ll stick around and learn. Hopefully I will learn from you as well, so feel free to comment and contribute. If I can make you think and you can make me think, then our jobs are done. And of course, I am willing to bring consulting power to your online communications as well. Drop me a note.

Embargoes, Corporate Blogs and Getting a Story Out

Over the past few days, the way the news is done (as told by blogs) has been challenged once again. Mike Arrington, in a moment I can only assume was brought on in frustration by another mismanaged embargoed story, declared unilaterally that TechCrunch would agree to any embargo and proceed to break it thereafter.

Marshall Kirkpatrick came out on the other side re-assuring the public that Read Write Web would honor embargoes.

This morning, Jeremiah Owyang, who I skewered recently over sponsored post opinions, started asking some great questions around the communications of “hot” stories – that is, stories that companies deem newsworthy and seek coverage from bloggers on.

Jeremiah wonders why companies don’t disseminate this information themselves? The answer is: They do. Everyday, thousands of press releases are sent out, most of which fall on deaf ears.

Companies, realizing the difficulty in communicating online in an internet age, have turned to blogs as things they must have. The problem, however, is that traditional communication tactics have been applied to a corporate blogging strategy (you do know the difference between tactics and strategy, right?).

In other words, most corporate blogs are boring. Nobody reads them. Nobody cares. And so, most companies handling their own “news” stories will fall on deaf ears. It’s a numbers game. Get the story to the top blogs in the space that cover the genre of product or service, and you get the most eyeballs. Get more eyeballs, the percentage of sales go up.

The Corporate blogs that are effective are the blogs that participate in the larger community. They not only promote their own products, but they have a distinct outwardly looking mentality that helps their readers be better people, business people, marketers, wives, husbands, internet citizen, etc. They enable community, which benefits their own business.

Most corporate blogs have not figured this out. Instead, they are used primarily to shill their own products and services and let’s be honest, everyone hates getting spammed. Thus, the corporate blogs are not read and the companies are left relying on bloggers such as Mike Arrington to get their messages out.

In an ideal world, Jeremiah’s concept would be best. Businesses would have respected and competent media arms that could disseminate and challenge the community and cause effective bounce in their online presence.

If you’re a corporate blogger, I’d be particularly interested in your thoughts on this.