Monday, May 11, 2009

Kübler-Ross | Stage 3: anger, then bargaining

[Evening Standard London subway ad apologizes for past behavior]

As newspapers around the world frantically search for ways to keep readers, The Wall Street Journal says today, one British paper is trying an unusual tactic: apologizing for its past coverage. "The Evening Standard, the only paid-for daily paper circulated solely in London, last week launched a billboard ad campaign around the city, including one that says, 'Sorry for being negative.' Other ads apologize for 'losing touch,' 'being predictable,' and 'being complacent.'"

Related:
the seven stages of grief, by Elizabeth Kübler-Ross

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[Photo: Aaron O. Patrick, WSJ]

8 comments:

  1. Nice plan. Now tell the readers that actually stuck with you that you've been giving them crap for years.

    The only way I can see this working is if the campaign accompanies a complete housecleaning where all the top editors -- and maybe even reporters -- are replaced by people who haven't "lost touch" or "become complacent."

    Otherwise, what's to keep it from happening again? I'm sure this will generate publicity, but I'm not sure it will generate readers.

    It smacks of extreme desperation to me.

    Maybe GM should try something similar.

    "Sorry we've made crappy cars for decades."

    "Sorry our Malibus don't last as long as Camrys and Maximas"

    I just don't see it.

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  2. I see it. It might work one time. We've been feeding you crap stories for years, and we know you don't like that because you aren't buying us. But we have changed. We're sorry about all those trend stories and features, and we're back to giving you news you want and need. I would buy at least one edition. It it met expectations, I might continue to buy it, but if it didn't and I found only the old crap, that's it.

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  3. I kind of like it. No one else is listening (in theory) to potential readers -- we're all just trying to prescribe what they want. News you can use; Real Life, Real News; Information Centers; Hyper-Local Content, and all that. And guess what - that ain't working, that's for sure.

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  4. Sounds like something Jim should try.

    From: not a troll

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  5. Too little too late.

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  6. I'm sure advertisers are loving this one too. And, reps will no doubt be able to sell more because of it. Not.

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  7. Well, if Gannett did this correctly, it would entail buying so much billboard space that Craig's salary could not be paid now and forever!

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  8. >>>"The Evening Standard, the only paid-for daily paper circulated solely in London, last week launched a billboard ad campaign around the city, including one that says, 'Sorry for being negative.' Other ads apologize for 'losing touch,' 'being predictable,' and 'being complacent.'"<<<
    --------
    Not a billboard campaign, but didn't USA TODAY place a full page ad apologizing for the Kelley scandal in early 2004? I remember the publisher apologizing on the front page to it's readers.

    ReplyDelete

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