Great points as always. I have long thought that part of the strategy for news companies has to be marketing to convince people of the importance of news. If you’re Nike you don’t say “exercise is hard and more people prefer not exercising so we’re going to pivot to dressing gowns”, you double down on sport and you focus your marketing efforts on making people want to be the kind of person who exercises. Unfortunately we were too used to the moat around the means of publication so just assumed the value was always going to be inherent and obvious.
Great point Jono. I also think too much is made of "trust" in news marketing, although I understand why. It fits in with how journos see themselves. There are other, more actively engaging things about news we could be pushing - knowing specific stuff. Entertainment through truth. It's seems to be a contradiction, but it doesn't have to be.
Great points as always. I have long thought that part of the strategy for news companies has to be marketing to convince people of the importance of news. If you’re Nike you don’t say “exercise is hard and more people prefer not exercising so we’re going to pivot to dressing gowns”, you double down on sport and you focus your marketing efforts on making people want to be the kind of person who exercises. Unfortunately we were too used to the moat around the means of publication so just assumed the value was always going to be inherent and obvious.
Great point Jono. I also think too much is made of "trust" in news marketing, although I understand why. It fits in with how journos see themselves. There are other, more actively engaging things about news we could be pushing - knowing specific stuff. Entertainment through truth. It's seems to be a contradiction, but it doesn't have to be.