Britain's Got Buzz

by J. Butler, Content Development Specialist

By now, it’s hard to scroll down any kind of social media blog, news outlet or networking site without hearing at least one mention of viral darling Susan Boyle. This inspiring story has attracted attention from online and traditional media alike; the singing sensation even nabbed an interview on Larry King. 

On the off chance you haven’t heard of her, she’s a 47 year old unemployed woman from Scotland who recently appeared on the UK show Britain’s Got Talent (a variety show seeking the most talented people in the country). It's a classic story of triumph and defeating expectations: her frumpy appearance, down to earth manner and drab clothing had the judges and audience preparing their most effective eye rolls. But when she opened her mouth, a truly stunning rendition of “I Dreamed a Dream” from musical Les Miserables filled the theater—and every person in that place who had judged her prematurely was left speechless. 

It’s always hard to pinpoint why a particular online element ever becomes viral, but why is this one in particular so popular? It’s fast becoming one of the most watched YouTube videos of all time, slowly gaining traction on YouTube mainstays like Obama’s victory speech or Tina Fey’s infamous Sarah Palin appearances. 

Graphic from Mashable. 

It’s hard to say exactly why, naturally, though plenty of online sources have tried to figure it out. Cal Thomas called her a “phenomenon” that teaches a superficial media to focus on inner beauty first. Kendall Allen of MediaPost Publications chalks it up to the human need to feel something—from metaphors to media—at a instinctual gut level. 

I think when the dust settles on this Susan Boyle chapter of social media, what will remain as the more remarkable story may not be her considerable vocal talents—but the reactions of an online community to hearing it. 

The New York Times—No More?

by J. Butler, Applecore Content Development Specialist

The big news this past month was the possibility that within five to ten years, heavyweight the New York Times could either be gone or drastically altered.

Way back in the 20^th century, that announcement would have been unthinkable—since 1896, the Times has been a sonic force in modern journalism. In 2002, the publication won seven Pulitzer Prizes, largely for their superhuman coverage of the September 11^th attacks (the standing record had been four). But these days, suggesting the New York Times’ eventual absence from newsstands is no longer an outrageous statement—in fact, it comes off as pretty tuned in.

Back in 2008, the paper had announced plans to borrow up to $225 million against its new Manhattan offices. Then, amid reports of faltering ad revenue and circulation, January 2009 saw a 48% plunge in the Times fourth quarter earnings, blamed on the natural decrease of advertising in a weak economy.

The Times is treading waters dotted with several scandals (see Jayson Blair, a Times writer who had faked at least 36 of his stories) and controversies—like the costly 2006 re-design, which decreased page size by half an inch and slashed content, hoping to make the paper more “reader friendly.”

The paper has slowly been shifting focus to its online division, and the numbers aren't lying: there are 1.1 million daily subscribers to the print edition - and 1.5 million readers online. Arthur Sulzberger, chairman of the New York Times, has made his priorities clear: "I really don't know whether we'll be printing the Times in five years...Internet is a wonderful place to be and we're leading there."

The New York Times is a high-profile example of a shift in print media which, depending on who you ask, means one of two things: reinvention or extinction.

Worried parties turn to the Internet for the real scoop—in particular, to voices like The Media is Dying. As a Twitter feed, it’s fairly straightforward: it reports industry lay-offs, big name agency moves and closing publications. And it does all this without adding an ounce of commentary or bias, relaying only the facts.

It’s created a lot of buzz in a relatively short amount of time—over 10,000 unique subscribers since its November 2008 inception—and has spawned a sister site meant to help the recently jobless (@themediaishiring).

On paper, things certainly don’t look good for traditional print media. But as the anonymous contributors to @themediaisdying will tell you, this looming change isn’t necessarily a bad thing:

Old media is not doomed but it certainly is changing, and fast. [New] generations are growing up with a myriad of technologies and options to get their news. . . social media [allows people to] get their news faster, easier and more personalized than ever before.

After the initial growing pains, while the economy is shaky and new media finds firm footing, this change will bring positive results. As the @TheMediaisDying creators suggest, it’s a demand that traditional media step up to meet modern technology, and enter a world where the gap between consumer and producer is smaller than ever before.

Economic Uncertainty? Grow Out Of It!

Depressed along with the markets? Don’t be—it’s time to grow out of this crisis and into your next opportunity.

At a recent conference in Seoul, Sir Richard Branson said, “There are enormous opportunities when there is a crisis. In a situation like this, it’s absolutely essential to conserve cash. I think companies that do have cash owe it to their country and the people in the company to actually invest that cash in order to grow out of the crisis.”

Obviously our entrepreneurial solutions of the past 8 years got us to this point, so why wouldn’t the same tricks turn things around? The cowardly response is to cut: cut staff, cut training, cut marketing or anything else that would allow only the bare bones of an operation to continue.

The creative mind looks for opportunity.

Internet marketing offers a creative way to thrive in a crisis. Search engine marketing allows you to say exactly what you want to say to whom you would like. You reach a highly motivated person looking for your solution. and can additionally measure every result and change mid-stream if it fails to show results. If they don’t play, you don’t pay.

Invest in your website’s content management system (CMS) : By creating a CMS you take control of your content. No delay at the marketing department, the designer, the printer or publisher. You say what you need to say immediately. The cost? Only your time.

Online video has become the tool of the masses. Created with any variety of technology—a cell phone, a pocket camera or, if you like, a high definition camcorder with studio lights— and edited on the fly. Continue the brand conversation with your audience in the social web-o-sphere – on your website, YouTube, Facebook, Google Video. The opportunities are endless.

If you're worried about rivals poaching your clientele, you have an advantage: you already know your customer. Continue the conversation online through e-marketing. You control this distribution channel and the cost is minimal. All these online marketing endeavours are measurable, they are flexible, lean and nimble.

Still asking ‘why?’ Maybe you should try asking ‘Why not?’

In tough economic times, you’ll see some of your competition disappear. That’s only natural: in Branson’s words, the best always survive in a crisis. It is time to find the ‘E’ in creative, and outlast them all.