Exclude the never-gonnas

Posted on Mar 18, 2013

You can bleed a budget dry talking to the never-gonnas. Marketing fundamental #1 is know your target. (Duh.) After that, aggressively exclude segments who waste your resources chasing them. It’s a survival skill. What got us thinking about this was someone who had seen our Darwinian video, asking if we were “concerned” with losing prospects who deny natural selection. It’s […]

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23 magazines killed in one day.

Posted on Apr 17, 2010

The publisher, Reed Elsevier, pulled the plug and pronounced them dead yesterday. This is not the recession. This is evolution. It’s just not a good time to be in the magazine business. Or newspaper. Or printed catalog. Or direct mail. Or buggy whip. Who’s next?

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