Posts Tagged ‘newspaper industry’

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One of the reason why the newspaper’s business is dying.

November 12, 2009

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Instead of buying several costly advertsing pages in the us media landscape for their new campaign,the French water brand Evian has partnered with BETC 4D and launched a website site evianliveyoung.com

Called “Live Young”  and directed by the award-winning Michael Gracey, the video portray happy babies roller break-dancing to a remix of the hit “Rapper’s Delight” by hip-hop producer Dan the Automator.

Already 11,8 millions allows Evian, a global french brand, to reach consumers worldwide in a way that traditional media cannot.

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A lesson for Anna [Wintour]

September 29, 2009

It’s perfect time, the newspaper industry is in real trouble – a bunch are up for sale or miring chap 11 (bankruptcy). The medias business’ catastrophe is alone with nothing left but creative minds figuring out how they can reinvent themselves and dump some juicy news contents wherever, whenever we want.

In case you missed the train, we are in the midst of real revolutionary times, a lot of things -Wall street’s financial “Coup d’Etat “, Iraq, Iran, Afghanistan- are happening around the world, which itself have been unthinkable one or two years ago.

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Unsurprisingly, our favorite media empire- Condénast- has taken note thus has hired Mc Kinsey to figure out imminently a way to reduce the enormous costs-read always flying first for top editors as well as town cars idling even for their assistants, clothing allowances in the high five figures, Franck Gehry’ state of the art cafeteria.

“25 % cut” is nowadays the most talk about word inside the 4 times Square’ Building and everyone is worried about who’ll be the next checking the unemployment’ services

On the other side of the ocean, Vanity Fair’s Italy is doing well, pretty well. In the last NYTimes Sunday Ed, Luca Dina- editor in  chief – explained us few things on how a glossy magazine like Vanity Fair become profitable amid a dying industry.

“The winning idea was to take it weekly” he proudly said, though everyone was a little bit scared when the magazine was first introduced in 2003, “its easier to build a connection with the reader”.

Basically, he’s doing the exact opposite of infamous fashion priest -Anna Wintour-, following a strict rule that ads are never more than 50 percent of the magazine content.

A ruled which itself has paid off very well, the title is the number 1 magazine in terms or revenues and profits.Its bigger than any International Vogue.

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