Archives for the month of: July, 2009

Mike Butcher’s written a great piece on Techcrunch in response to Paul Carr’s latest column in the Guardian, which lambasts the state of London’s start-up scene. Mike’s counter argument is both well thought-out and winning (which you would expect given his job and stature).

But it’s his comments about the media industry in general that I really want to cover. He flags up Paul Carr’s announcement (via Twitter of course) that he’ll no longer be doing his Guardian column: “The Guardian has slashed its freelance budget. Result – no more column from me. Thought about writing it for free, but meh.”

I think Paul Carr’s great (and I know many don’t!). Yes, he’s arrogant, big headed and likes to name-drop. He’s also prone to putting the cat amongst the pigeons. But that is all deliberate and, whilst I sometimes don’t agree with the point he’s making, it makes you think and is often the start of a wider, more useful debate (of which this is a good example). His column also fills a gap in the Guardian’s output and, as far as I can tell from the sheer volume of comments and tweets, surely drives a significant amount of traffic.

So why is he going?

Well, declining print ad revenues etc. etc. mean less money for expensive freelance columnists – and I imagine that Paul Carr certainly fits into that bracket. Which does seem odd considering his popularity. But, as Mike states:

“…here’s a newspaper culling a column that almost certainly punched above its weight in terms of traffic, and probably got a lot more comments and reader interaction than the average post on that site. How many traditional journos would get this kind of reaction?

“That’s significant because at the same time “traditional” journalists (some of whom are my best friends btw) are doing their best to try and grapple with writing stories, blogging, posting videos and metaphorically washing up the boss’s coffee cup in the staff kitchen at the same time.”

Paul’s words aren’t lost forever! He was well-known before writing for the Guardian, and being on their books won’t have done his book sales any harm at all. But it is yet another indictment of the decline of ‘traditional media’ and the power and rise of bloggers and media ‘personalities’ who don’t need a publishing house behind them to be successful. And that’s great for people like Carr. It’s harder though for less forthright journalists.

UPDATE: Interestingly, Carr has posted an update on his blog:

“Initially I mooted the idea of carrying on writing for free until the economics started to look better but, yunno, the more I thought about it, the more I realised that would be a bad idea.

“The truth of the matter is, I’m rubbish at writing for free. You only have to look at how infrequently this blog is updated, and how badly it is when it is, to see the problem.”

He also suggests that he is likely to be ‘back soon’:

“Flatteringly, since Twittering the news of my most recent parting of ways I’ve had a few interesting offers – both online and off – which would allow me to continue the column. I’ve dismissed a few, shortlisted a handful and am seriously interested in maybe three.”

Argh, yes I know, I’ve been very lax about blogging over here – indeed anywhere – recently. A combination of lots of work (that’s a good thing!), busy social thingys (get me!), sun, Wimbledon, sun, Wimbledon, has meant that I’ve been neglecting the old blog. But don’t fear, I’m still committed – you wont find me drifting of into the more trendy ‘lifecasting’ (don’t get me started – another post for another time).

But today, an article has been nagging me and I feel compelled to rant comment. I know I really shouldn’t rise to the bait but here goes!

You may have read – in the business press, no less – that Morgan Stanley’s European Media Analysts have today released a ‘report’ revealing the media habits of the teenage generation. So far, so good.

However, the ‘research note’ was written by Matthew Robson – a 15-year-old intern (think work experience for son of a director) at the investment firm. However, this small fact didn’t stop it being labelled by Edward Hill-Wood, head of the research team as “one of the clearest and most thought-provoking insights we have seen”.

And the traditional media have gone ballistic, with the news even reaching the front page of the FT.

So what does the report/note/homework say?

You can read it in full here (PDF), but it essentially covers the following:

- Matthew UK teenagers don’t listen to the radio
- They don’t buy newspapers (duh)
- They use PCs rather than Macs because it is what they are used to (like most of the population then)
- Facebook is their network of choice. They don’t use Twitter much as they prefer to send SMS direct to friends
- They ignore advertising unless its impressive (think viral)

My problem with all this is that it’s only one kid’s view. I don’t have a problem with that per se, but it’s being touted around as the latest and greatest insight into the youth of today – and that’s just wrong. This from Mr Hill-Wood again: “We’ve had dozens and dozens of fund managers, and several CEOs, e-mailing and calling all day.’ [I only hope Matthew was the one that answered the call]

And part of me is jealous – this is great fantastic PR for Morgan Stanley. It makes them seem ‘down with the kids’. But it’s also lazy. Julien Rossi, also from Morgan Stanley says that it’s the starting point for a ‘debate’. For me there are better starting points out there – both qualitative and quantitative.

So I’m not saying this insight is wrong – we just don’t know that it’s right.

And I’m not just cross that it’s anti-Twitter; it’s widely known that the average Twitter user is about 30 years old. For me, that is not a problem. I don’t really want to chat on Twitter with 15 year-olds and I certainly don’t want to target teenagers for any of my clients!

Insight and knowledge about your target audience (whoever they might be) is vital – it’s the only first step in any ‘effective’ marketing, PR, social media etc. strategy. But it has to be qualitative and quantitative otherwise it’s just a stab in the dark.

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