Print’s dead? Don’t tell Rupert Murdoch. He’s launching two print magazines to piggyback his WSJ and NY Post in an effort “to spur reader engagement and attract new advertisers.”
Seemingly unrelated to this, an email just told me to “HURRY!” as my “BlogWorld & New Media Expo Discount Admission [is] Expiring Soon!”
The Bohle Company is promoting BlogWorld this year. Bohle’s site tells us they have experience doing this, I hope they burn their playbook and take a unique approach to blogger outreach. While the show's lineup looks interesting, BlogWorld’s e-mail marketing smacks of old school.
The final, unrelated news item spurring this post is Yahoo’s
360 Mash. Mash is Yahoo’s foray into the social network space. Yahoo! joins a short list of companies who, upon seeing the success of Facebook and MySpace, start their own social network.
Begin Rant: Didn’t Wal-Mart try their own social network? Wal-Mart has since reaped the reward of customer engagement via Facebook. I’m scratching my head as to why more big brands don’t follow their lead.
My guess is that many companies want the new world rewards of customer engagement without relinquishing old world control. If they own the social network, it’s easier to
assume presume that control exists.
The benefits of giving up control of the message are proven online. New tools require new rules and you should expect mixed results (at best) by mixing the two. /rant