The Wall Street Journal
Branding needs to come before marketing, says a startup founder. "She used the b-word," many direct marketers may say. Pure-play direct marketers don't like to talk about brand marketing, but Nikki Kaufman writes in her blog post for The Wall Street Journal that companies must brand before they build.
Condé Nast is America's premier upmarket magazine publisher. Included in its distinguished stable are many legendary publications. Condé journalists are among the most skilled in the world.
Do you like your morning newspaper? I mean the print kind. I love mine. I read three print papers every morning over coffee: The Philadelphia Inquirer, The New York Times and The Wall Street Journal. But maybe not for long.
It is the saga of Maxine Bedat and Soraya Darabi who started a business where everything is made in America—from raw materials to finished goods. I showed Peggy. "Let's support them," Peggy said. "Make one of those sweaters my Christmas present."
Many years ago I flew from SFO to Hong Kong on a Singapore Air 747—18 hours of flying time. I went into the loo during our descent into HK. It was as pristine as when I boarded. Waking during the night, I saw flight attendants check the loos every half hour or so.
I came across a story in The Wall Street Journal recently about KKR investing in NextIssue.com—a service offering digital access to 140 magazines for $9.99 a month. I went to the NextIssue.com website and was offered a 30-day free trial.
Marketers will spend $7.9 billion on native ads this year and $21 billion on them by 2018, predicts BI Intelligence. But why pay writers? A startup is offering marketers the opportunity to take reviews from independent sources, such as CNET, and use that content in Facebook and mobile banner ads. The startup charges marketers for the curation.