Ipsos reports radio is still king in audio, and we contend that host-endorsed content is the original influencer marketing. Here’s how to ensure hosts endorse your content.
In this brave new world of "data-driven marketing," the mantra is: Don't sell. Engage. Create relationships. What is not discussed: how emailers bugger up relationships by wasting readers' precious time. In my home office, I do not have TV or listen to the radio. So I signed up with several online news providers for breaking news alerts.
When I saw that the 2008 rate for a speech by Larry Summers was $45,000 to $135,000, I got to thinking.
Out of curiosity, I started prowling the various Web sites of speakers' bureaus and came to six conclusions:
- It seems everybody in the world is available for speeches. Included are political and show business stars, second and third bananas, and hundreds upon hundreds of people I never heard of.
- All of these people—luminaries and nobodies—get fees from $1,000 to $1 million, plus expenses.
- I used to make a lot of speeches, and all I ever got was expenses and a plaque with my name engraved on it.
- I was a damned fool. I was as much a nobody as anybody else and could've picked up some dough if I'd just asked.
- If someone invites you to make a speech, think about asking for an honorarium at the very least, if not a fat fee, plus expenses. For Colin Powell, expenses include a private jet along with his $100,000 fee.
- The worst that can happen is that no money in the budget exists for fees or expenses. If you refuse, someone will replace you.
My wife, Peggy, and I are cable news junkies. We watch network evening news because we've always watched network evening news and it's on when we're making dinner. But it's a dumb habit.
I go back to John Cameron Swayze and the Camel News Caravan-15 minutes of black-and-white news with primitive graphics on NBC at 6 p.m. On Swayze's desk was a Camel cigarette ashtray, so nobody missed who the sponsor was. This was followed by a 15-minute show starring Perry Como and/or Jonathan Winters.
Since then, network news has attained what TV critics call "gravitas," and what I call pomposity.
Fox News with Brit Hume and Shep Smith is a lot faster, a lot more fun and covers many more stories.
But for us, the real action is on cable-a screaming bunch of what Vice President Spiro Agnew called the "nattering nabobs of negativity" endlessly analyzing flyspecks.
The cable news crowd is fun. But in terms of influence on the national scene, cable isn't worth a bucket of warm spit.—
One day God and St. Peter met on the first tee of the celestial golf course, and St. Peter hit a magnificent drive straight down the fairway.
God stepped up, addressed the ball and-with a mighty swing-hooked it deep into the woods.
One minute later, a squirrel with God's golf ball in its mouth ran out of the woods and started across the fairway.
Whereupon an eagle swooped out of the sky, grabbed the squirrel in its talons and flew off. When the eagle got over the hole, it squeezed the squirrel, who dropped the ball, which landed on the green and rolled into the cup for a hole-in-one.
St. Peter turned to God. "Are you going to play golf," he asked, "or are you going to screw around?"
From where I sit, both presidential candidates are screwing around.
The nuts-and-bolts of the issues are buried under mounds of slung mud.
And in terms of marketing, John McCain is playing a most dangerous game.
I am tired of PC. Not personal computers. I mean political correctness. When I read last Friday’s op-ed piece by Wall Street Journal editorial board member Stephen Moore about the Independence Institute bash in Colorado where there was “a whole lot of drinking, smoking and shooting, but thankfully not in that order,” I wanted to applaud. My favorite passages: These people are just dog tired of having the government tell them what to do: Buckle your seat belt, wear your bike helmet, don’t smoke, don’t shoot, teach your 8-year-olds to wear condoms—and, most of all, stop complaining and pay your taxes... There was a