Jason George explores the sale reach and marketing savvy of Time and Newsweek to demonstrate the success of a strategy that encompasses a large demographic; he then explains how and why the internet disrupted this model by pursuing the individual.
In the early twentieth century Americans seeking the news had plenty of print sources to choose from, many of which were local papers. Even smallish towns had markets deep enough to support multiple publications, each jockeying to make their presence known in a bustling marketplace. Beyond the daily news cycle there was demand for a more reflective, comprehensive perspective. This space was filled by magazines that bypassed regional reporting in favor of issues with national significance.
These titles curated articles across a wide range of topics, assembling them into issues with broad appeal. Among this group Time and Newsweek would become two of the most prominent, launching around the same time and reaching similar audiences. Their solidly middle-market voices helped them grow steadily in circulation, able to attract urbanites on the coasts as well as those in the heartland.
Areas explored in this article include:
- Why markets fragmented into specialized verticals
- How needs of large constituencies affect behavior across industries
- The challenges of size and risk(s) of growth
Read the full article, The Challenges of Size, on Jason’s website.
Jonathan Paisner identifies the cause of tension between corporate marketing and brand marketing, and how you can bridge the divide with a brand messaging format that communicates company vision and value for the end consumer.
B2B companies experience an ongoing tension between corporate marketing and product marketing – because their goals aren’t completely alignedFor corporate marketing, the brand is built upon a big idea that aims to capture the promise of the organization at a macro level. In technology and tech-enabled markets, this big idea can be pretty grand (think IBM’s Smarter Planet). For the organization as a whole, this big idea helps to bring different pieces of the company together behind a common purpose and perspective.
Read the full article, Bridging the Gap between Corporate Marketing and Product Marketing, on the Brand Experienced Group website.