Denny's Daily Zinger: The New York Times - Grand Merchant & Cataloger
"Once I have a buying customer, it's my license to sell that person anything I've got," Folio: editor Chuck Tannen said to me over lunch years ago.
Recently, I did pieces on two organizations that embraced Chuck Tannen's business philosophy—American Girl and Playbill.
These people blitz their audience with buying opportunities.
I am continually astonished at the number of organizations with enormous databases of users who never make an offer for a paid product or service—e.g., Yahoo. I get the sense they are terrified of offending.
The most recent convert to the Chuck Tannen business model is The New York Times. I've been a reader for 60 years.
At one point recently, the Times was in dire financial shape—forced to borrow $225 million against its new HQ building in order to pay bills.
Daily, the Times is offering me a cornucopia of goodies à la Playbill and American Girl.
I love it!
The old "gray lady" got her mojo back, big time:
- My favorite venue is The New York Times Store. It has phenomenal stuff at splendid prices. Great art (including a first-edition Audubon print!), collectibles, ship models, old sliver, souvenir front pages,
- Yummy travel opportunities all over the world.
- A wine club.
- Times Premier "for those with a curiosity that matches our own."
Takeaways to Consider
- If you have a database of customers, make great offers and delight them!
- "People love to be sold stuff." —Franklin Watts
- P.S. Will you share with readers what you're doing?