Aker Imprints

March 11, 2009

Promotions Not Worth Promoting

Filed under: Marketing, Public Relations — andreaaker @ 4:34 pm

There are many great things about Unlimited Coffee in Phoenix. Lots of seating, free wi-fi, tons of outlets for laptops and loose leaf tea (my favorite). I’m even a fan of the gelato, uh well, at least I used to be.

Monster's Gelato Punch Card

Monster's Gelato Punch Card

The buy-30-gelatos-get-1-free is a bit ridiculous. While I’m a fan of the cool treat, I don’t think I’ve had 30 gelatos in my entire life. I actually stopped buying the gelatos because I know it will literally take me years to reach my mark. And even then, I only get a small gelato. If I am going to spend two years accumulating gelato points, at least throw in a medium. Better yet, if you are going to promote a product, don’t dangle a carrot a mile away. I don’t have the time or energy to chase it.

My point: Make your promotions worth promoting, especially in a tough economic climate when consumers are relectunct to shell out extra cash (as in cash for gelatos). What will keep customers coming back to a store? An attainable goal or the hope that they might save $2 a year?

March 4, 2009

Skim Headlines Nationwide with Interactive Newspaper Map

Filed under: Fun, Journalism, Newspapers — andreaaker @ 5:23 am
Tags: ,
Interactive Newspaper Map

Interactive Newspaper Map

No doubt it’s a tough time for newspapers. Declining circulations, declining advertisers and declining budgets are drastically hurting the quality of output. Yet despite the current problems in the newspaper industry, I still thoroughly enjoy sitting with a cup of tea and reading a good daily.

I found this interactive map that shows you the front page from newspapers across the country. A little fun for news junkies and old school journalists who like to see the printed layout. Remember when “above the fold” meant something? Click on the image to the right to visit the site.

February 19, 2009

Beat changes at the Arizona Republic: What are the consequences?

Filed under: Journalism, Newspapers — andreaaker @ 4:14 am
Tags:

The Arizona Republic recently experienced a major reorganization. Following a series of painful layoffs, many reporters and editors switched beats. As I understand, this wasn’t necessarily by choice. So, what are the consequences?

Basics of Beat Reporting: Pros and Cons of Switching

First off, beat reporters are supposed to be experts in their beats (obviously). They know the geography, major players, trends, outlooks, etc. surrounding their particular beat. This is necessary for credibility, and it can take journalists years to build a body of knowledge and trusted sources. Further, beat reporters tend to have a personal interest in the topic, which can aid the depth of reporting.

When reporters switch beats, this body of knowledge may go out the window, and they often have to start back at square one. This can be devastating to someone who truly loves their beat.

Proponents of beat switching say it provides a fresh perspective. Granted, this won’t work in all cases. Some beats require an expertise that can’t be learned overnight, such as finance or IT. Other beats are considered more transferable, like features, breaking news or geographic areas within a single metropolitan area. This is a very fuzzy line, and regardless, all beats have different sources and methods of news gathering.

The Arizona Republic’s Problem

I assume some of the beat switching was necessary due to layoffs, but from an outsiders perspective, some of the changes seem completely random. Switching East and West Valley reporters, moving long time feature writers and swapping editors. Some specialized beats seem to disappear, like entrepreneurs, which I think is vital in the small-business-dominated market in Arizona.

From a public relations standpoint, this is a nightmare. We spend a massive amount of time developing relationships with appropriate media. When beats change, we have to spend more time developing  new relationships. Story placements are delayed and this can look bad to clients. Moreover, reporters and editors get understandably annoyed when they are bombarded with e-mails and calls with story ideas that no longer apply.

But even more important, how does this affect the public? The Republic is the only daily newspaper that covers all of the Valley – one of the nation’s largest metropolitan areas. What happens to the quality of news when dozens of reporters are covering beats unfamiliar to them? Will the public receive the same insight? Who will spot and predict trends? What about loyalty? Many readers follow specific by-lines. What happens when they disappear?

Please share your beat insight – pro or con. What makes sense? What are alternatives? Do you want to follow reporters with a fresh or experienced perspective?

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