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    This is the personal blog of Simon Kendrick and covers my interests in media, technology and popular culture. All opinions expressed are my own and may not be representative of past or present employers
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Links – 3rd August 2008

Since getting back from holiday, I’ve bookmarked a lot of stuff to read. Over the weekend, I finally caught up. At least until the next interruption to my finely honed grazing schedule.

Further link posts to appear over the coming days but today

Marketing and Media

Old media deathrace 5000 (Mashable) – very interesting analysis on the future of old media. My opinion is that TV will remain the central point of the media experience, but that it may be “web powered”

Should TV be margins or ratings? (Huffington Post)

Overview of the long tail debate between Chris Anderson and Anita Elberse (Slate)

Nielsen data shows people still prefer the TV set to the computer (Marketing Charts)

New IMMI survey data says that half of online TV viewers are using it as a replacement for traditional viewing (I’m yet to read the full report, but I assume it is an “ever” rather than “always” answer)

Tess Alps of Thinkbox responds to accusations of declining advertising audiences (Guardian) – a tough crowd but you can’t really find fault in her argument. Audiences are fragmenting, which is an issue, but total viewing does appear to be increasing

Bob Garfield predicts chaos for the TV industry (Advertising Age)

How the dip sits between the head and the long tail (Seth Godin)

Ever increasing levels of product placement (New York Times) – with Fox News taking it to the next level

Sega’s Game Gear adverts in Viz from the early 1990s (UK Resistance) – I like these; it shows the brand addressing the media it is advertising in

ANA Marketing Insights May 08 (Slideshare presentation) – a very useful resource

The power of FREE! (Neuroscience Marketing)

Notes on the 40 years of planning event (Brand Republic)

Dealing with analysts – funny Slideshare from RedMonk

A very engaging slideshare presentation on Content Marketing from Helge Tenno

Lucy Barrett on dying brands (Guardian) – I suppose this is the stage before they come back zombified

24 unforgettable advertisements (Toxel) – funny mix of outdoor and experiential

The six laws of customer experience e-book (Experience Matters)

Songs about brands (Guardian)

Some very high quality posts in there, but the three I would recommend most highly are Old media deathrace 5000Bob Garfield predicts chaos for the TV industry and A very engaging slideshare presentation on Content Marketing

The forthcoming link posts will be:

Monday – Internet and Business

Tuesday – Useful and Interesting (to me, at least)

Wednesday – Miscellaneous

Thursday/Friday – back to the regular schedule

I’ll even try and fit a “content post” into the mix

sk

Thoughts on the Daily Sport relaunch

As has been reported, the Daily Sport is to undergo a phased relaunch. It certainly needs one, but the proprieters aren’t going far enough.

The quandary is something Seth Godin mentioned in a recent post – should one target those that currently buy the product or those that don’t? ABC figures give the Daily Sport an average circulation of 100,000 people across the last 12 months – not quite the 3,000,000 or so that The Sun gets, but a reasonable number to forecast revenues from. As was mentioned by Robin Wright in my previous post differentiated continuity is required to avoid alienating the present consumers. But given that 100,000 readers gives around a 1% market share, I think it should look towards the 99% (or 47% if you only count men) that don’t buy it.

For me, the Daily Sport’s image problems are too deep – it needs surgery. Quick, deep and precise surgery. The young men it will most likely be targeting won’t remember the 80’s heyday of the Sunday Sport, with the outlandish stories (sample headline: “Aliens turned my son into a fish finger”). They will associate upskirt photographs of soap “stars” and glamour models with the paper – editorial, and even sport, are secondary at best. A soft relaunch will make it more difficult to overcome these perceptions.

Sunday Sport

However I think the general conceit is a good one. Choice quotes of the Nuts/Zoo/Bravo/Sky Sports repositioning include:

“It is unashamedly for ‘the boys’, all boys, majoring on sport, girls and a bloke’s-eye view of the world … essentially what other tabloids used to be before they went mainstream and started trying to please everyone with a more feminine and gossipy stance.” – Barry McIlheney, Editor-In-Chief

“They are risqué not offensive, original, opinionated, quirky and unashamed of their adult content. And while at times they will also be politically incorrect, our research shows this is a breath of fresh air to our target readership.” – James Brown, Consultant Editor-In-Chief

Despite some sniffy commentary, I can see it working.  A significant minority of the population are still not online, and not everyone works in an office or somewhere where they have Internet access.  These people will be the core audience. Saying that, the Daily Sport must be one of the few media companies in the current age that doesn’t have a (working) website. That is something that needs to be rectified, no matter how basic it is.

There is also room for a more laddish editorial tone. Tabloids are more celebrity focused than ever, and despite The Sun’s rather weak changes to Bizarre this does tend to attract the female audience. Jokey editorial and plenty of sport and women can act as a communal social object that men can discuss in canteens or in the pub. By the looks of today’s cover (Lucy Pinder NUDE inside), the pictures aren’t going to be any less provocative, but that only makes it analagous to Nuts and Zoo.

But it will be a hard sell – both to the public and the city. That the NRS do not report on readership is no surprise – despite softer content, the Daily Sport is akin to pornography. Which is why I think a relaunch is a good idea, but a total rebranding would have been a better one.

sk