Tag Archives: advertising

A Great Deal Until It’s Not: Why I Hate the New York Times’s Subscription Model

Business, News, , , , , , , ,

gundrum style

When I was back at the Academy, we used to get a copy of the New York Times every morning, and it was required reading for all West Point cadets. When you were a freshman, you’d be grilled by upperclassmen about what was in the paper, and you’d better be sure you knew exactly what was on the front page. Over the years, I continued reading the newspaper, mainly because I was introduced to it in the beginning and sort of thought of it as the newspaper everyone should be reading. Well, over the years, the quality has diminished, and it’s no longer the master newspaper it used to be, especially as the Internet has basically made their entire foundation far less than it ever was. But, of course, no one bothered to tell the New York Times that. They’re still convinced they’re the greatest newspaper out there. And they may be. What they don’t realize is that all newspapers, including theirs, has fallen into a cesspool of crappy journalism so that pretty much none of them are as relevant as they used to be.

So, some years back, I discontinued my paper delivery of the New York Times and even though I tried getting it online a few times in the past, I discovered it really didn’t have the breaking news that I needed as a consumer of daily news.

Now, my reasons for discontinuing the paper way back then didn’t even involve the quality of the paper back then. I shut down my subscription because the deliverer couldn’t seem to get the paper to my door. At first, he started delivering to the wrong apartment, meaning I had to grab it before my neighbor realized that he had a free newspaper for the day, and then the deliverer got really lazy and just started throwing it in front of my apartment complex, meaning that I had to be lucky enough to get it before 74 other families passed it on their way to work. When I couldn’t resolve this problem, I resolved it by walking away.

But the NYT continued to believe that I “needed” their newspaper, so they have continued sending me endless emails about how coming back to their newspaper will somehow benefit me. And each time their “benefit” seems to be an absolutely low price (for the first four or six weeks) before it turns into some normal price, of which never gets mentioned in any correspondence they send to me. So I don’t sign up. And they keep sending me these great “offers” to me, and it just continues to piss me off because I equate it to the old bait and switch routine, which is backed up by foot in the door processes. They figure that once I have their wonderful newspaper again, I’ll do anything to keep it after the low rate expires.

What they don’t seem to understand is that if I NEVER pay them a cent ever, that price NEVER goes up. And I don’t lose anything when I decide that their price increase was too much for me.

Unfortunately, the newspaper isn’t the only one who does this. I remember in the old days when I had Comcast. They did the same thing by hooking me in with some ridiculously low three for one deal that was massively affordable. Six months later, that $99 price then became something like $214. All other options that were affordable were almost like having no service at all, so in the end, I dumped Comcast and decided that watching television wasn’t all that beneficial with the working model they were trying to sell us.

So, whenever I see one of these “deals”, and I see them ALL THE FREAKING TIME, I opt out. I then feel that whatever company tried to lure me in was doing so for nefarious purposes and I tend to do no business with them in the future. That’s really been the only way I can respond and feel good about myself.

Sometimes, Commercials just seem to miss the mark

Business, Television, , , , ,

The other day, I was watching (for about the 50th time) a commercial for some learning organization where a woman gets a message from a girl named Melissa who then gets on a Skype-like system and asks: “How do you figure out the area of a triangle?” The woman smiles and then tells her that the area of a triangle is 1/2 base times height, which is found by multiplying the base times the height and then dividing by two. It took me about the tenth time of seeing this before it dawned on me that this teacher doesn’t actually teach the girl how to find the area of a triangle. She told her the formula and then showed her how to plug numbers into the formula. This left me thinking, poor Melissa still has no idea why the area of a triangle is half of the base times the height.

I thought it would have been useful for the teacher to show how to find the area of a square and then explain how the triangle would be a half of that, so that would explain why it’s HALF the base times the height. Or she could have pulled out her knowledge of geometry and explain how the process was first figured out by overlaying different spaces over each other until it was determined mathematically why area is calculated that way.

And then a commercial came on for the Postal Service. In this commercial, the good deliverers of the Postal Service sing some cute song about returning packages. About the fifth time I saw the commercial it dawned on me that the song they were singing was all about how the Post Office is making it really easy to return presents you didn’t like and then laughing about it. This felt strange because basically my government is telling me that it offers a service to make sure that if I don’t like my Christmas gifts, the government is going to jump in and help me return them to the stores where they were bought (or to the people who sent them). In all of my years, I’ve NEVER returned a gift to someone who sent it to me, because that just seems wrong. Yet, this is the new campaign for the Postal Service.

And last night I was watching a commercial for Digiorno’s (or something like that), the pizza maker that isn’t a restaurant but you buy it in stores and make it yourself. It shows really bad pizza deliverers who all seem to wear their ball caps on sideways who destroy the pizzas they deliver by bouncing them in a souped up car with East LA shocks, the pizza falling out of the car when opening up the passenger door and some other way that I seriously doubt pizza deliverers would ever do. And then the pizza commercial shows a bunch of 20 somethings eating a freshly made pizza right next to a full pizza that’s not touched. And I thought, who makes two pizzas and then eats the one that’s made second? I know it’s for advertising, but it just seemed like it was pretty stupid to have two pizzas there when in reality they were only going to be eating one of them.

Anyway, my rant for the day.

More of writers being taken advantage of

Books, Business, Self-Publishing, Social Networking, Writing, , , , ,

Yesterday, I received an email from some entrepreneur in San Francisco who “offered” to sit down with me for lunch in San Francisco in a very expensive location (described in detail in the email as if that location was somehow a selling point of having a casual lunch with some woman I don’t know). Anyway, she was appealing to the fact that I was a writer who needed to “move to the next level”. And I guess that somehow this lunch “date” was going to make this happen in some bizarre way.

I should point out that the lunch “date” we were going to have was going to cost me $350, but if I was one of the first responders, I’d save $100.

So, being bored with my life, I googled her name and discovered that she seems to be under all sorts of very interesting legal scrutiny for a bunch of really interesting decisions she made over the years, some involving marital spats of a friend of client of hers and some actions she may or may not have taken as a part of some domestic dispute.

But I didn’t find anything to indicate that she was successful in helping anyone’s career along, which made me wonder why would someone, out of the blue, contact me about something like this when the only thing she had going to her name was somewhat of a scandal involving domestic abuse. And I really couldn’t come up with an answer.

So it got me wondering if there’s a whole industry of people like this who devote most of their time and energy to taking advantage of hopeful writers (inventors, game creators, or whatever) and offering them to somehow put them in touch with their elusive dreams. Cause it was a nice little appeal when I first read it. Of course, being the kind of person I am, I’m always going to investigate it first, but I wondered how many other people someone like this ropes in on such schemes. Hell, for all I know she’s legit and secretly has been the success behind Stephen King and Brad Pitt. I doubt it, but I’ve never been considered all-knowing.

What it does tell me is that people in my field need to be really careful because these sorts of leeches are out there seeing gold in the paths of dreamers and believers. Those of us who are the creative type constantly want to believe that our passion can bring success, and people like that are constantly there to make sure we stupidly take these types of leaps right before emptying our wallets and disappearing into the woodwork again.

We just have to be extra careful.

We’re halfway through 2013 and racists are still living in the 1950s

News, Politics, Relationships, Social Networking, Television, , , , ,

Cheerio’s did an interesting thing the other day. They created an ad where a white woman and her black child are having breakfast, and the kid goes to wake up dad, who is black. There’s no “hey, look, we’re doing an interracial thing here” commentary. It just exists as one of those “hey, life is life, so deal with it.”

 

Of course, the world couldn’t just leave it at that. As soon as Cheerio’s ran the ad, suddenly all sorts of uptight people had to chime in and make it out as if there’s something wrong because an interracial couple eats cereal in the morning. Imagine that.

What gets me is that it’s been 50 years since the very first interracial kiss (taking place in geek history between Captain James T. Kirk and Lieutenant Uhura). You’d think that we’ve come so far since then, and we should be at a point where we just laugh at this sort of thing. But there are people in America claiming that this is the worst thing ever. Looking at the Youtube stats, 21,673 people liked the video, while 1.453 disliked it. We’re talking about 6.3 percent of people actually registering that they don’t like whites and blacks being depicted as in the same family. The only positive is that 6.3 percent is pretty small (for example: on You Tube, 50 percent of responders disliked A Tribute to Jar Jar Binks. But that’s a whole other issue as 50 percent liking Jar Jar is downright scary to me. But I digress….

What’s of more significance is that there are still people who have a problem with interracial relationships. When General Mills aired the ad, there was a constituted effort to remove hate responses from those who immediately took offense at the approach. What was surprising is that with such a controversial topic (which in my opinion should NEVER have been controversial), General Mills stuck to their guns and refused to back down to any outlash against their message.

It should be interesting to see if this becomes more than just an outlier conversation piece, or if it leads to something that might possibly bring the US into the 20th century (a century late, but at least it’s a start).

At wit’s end with writing

Books, Business, Technology, Writing, , , , , , , , ,

I honestly don’t know what to do. I can’t seem to get anyone interested in my writing. It’s not because it’s not good enough; it’s mainly because it’s not famous enough, and it’s never going to be “famous” enough because no one reads it.

I guess what gets on my nerves is that I tend to support all of my friends and colleagues on their social networking sites, but rarely is that ever reciprocated. I’ll give a thumbs up to someone’s ridiculous cat picture or to someone’s latest “look how cute my baby is” photo. But rarely does that get returned.

I have about one friend on my social networking sites who I am very thankful for because she’s always supporting me with my writing. Probably more than she should ever have to. But she’s a rarity. I sometimes wish there was more I could do to support her, but I try.

Recently, I published probably the most important book of my career. To give it the credit it’s due, I need to hype the hell out of it because the publishing world is not the same place it was a decade ago. Publishers don’t support you. Writers are pretty much on their own, and unless they were Stephen King-level of famous a decade ago, they’re pretty much stuck with trying to make an impact in a world that has the attention span of a five year old.

So, I have been trying everything possible to get people interested in this book. For the first time ever, I created a book trailer and put it on Amazon and Youtube. It’s really funny and entertaining. The people who have seen it, all ten of them, love it. If you start to get my drift, I now can’t get people to watch a Youtube of a promo for a book that they aren’t interested in reading either. Basically, a writer trying to get traction today is essentially screwed.

The tragic part of trying to make it has a lot to do with the mechanisms that drive the whole industry now. In order to advertise my book anywhere, you generally have to have at least 4 to 5 reviews that are 4 stars or above (averaged). So, if you don’t have people who already read your book and reviewed it, you can’t get advertising for it so that people can actually read it and review it. And if by some chance you got those first five reviews and then could pay for some advertising, you then have to get dozens of reviews before you can actually start hitting a breaking point of where people will ever even notice that you’ve written a book. If you’re unknown, kind of like I am, then you’d probably get better results standing on the corner and throwing copies of your books at passing cars, hoping to hit one, blinding the driver so that he has to stop after running into a flagpole.

Anyway, here’s a last look at the video I created for this campaign.

 

Author’s Guild gains class action status vs. Google but do they really represent all authors?

Books, Business, Social Networking, Technology, Writing, , , , , ,

There’s an interesting case that’s making headlines right now about how Google was attempting to push the Author’s Guild out of the suit to sue Google for its Google Books initiative (where they would be the end all source for practically everyone’s book material with their all-inclusive Google Library). Yesterday, a judge determined that Google can’t push the Author’s Guild out of the picture. On the surface, this isn’t all that big a deal, but there are a couple of things that are probably important to point out.

First off, most of the critics have already addressed the fact that not every author really wants to be part of this lawsuit, as quite a few independent authors have zero problem with what Google is doing. However, unless they personally choose to opt out of the action, the Author’s Guild is going to go forward pretending it has a lot more power and influence than in really does. And most people tend to ignore these sorts of things, so they’re now going to be “included” in this action even if they’re not really interested in what’s happening. This is one of those things that always bothers me with class action lawsuits because in cases like those against Apple and their antenna for the 4G debacle, a lot of us who owned Apple iPhone 4s didn’t really care that much for taking action against Apple. We were kind of happy with our products. Yet, a class action lawsuit moves forward as if it is representing a lot of people who may never actually be a part of the settlement. There’s a lot of presumptuousness that takes place with class action lawsuits, but that’s a completely different story.

A more important issue to me is the one that isn’t getting any attention yet, and that’s the fact that the Author’s Guild, a writer’s advocacy group, is an extremely exclusive club that lets very few actual authors into its ranks. According to their guidelines for eligibility, if you want to be a member of the Author’s Guild, don’t even think about it unless you have been published by an established American publisher, and I mean VERY established. Using a subsidy publisher, Amazon Kindle direct services and such, or anything along those lines, and you’re guaranteed to be turned down by the Author’s Guild that keeps a tight hold on its allowance for membership. While their elitism has dwindled a bit over the last year (Matt Paust, who regularly publishes to Open Salon, updated us with an article on April 27, 2012, in which he pointed out that their new requirements indicate that you can gain membership if you’ve received at least $500 from publishing in the last year, although their web site is still heavily leaning towards pointing out its old archaic standards of exclusivity).

As a writer myself, I’ve been on the fence about the whole Google books thing. I sell books through Amazon Kindle as well as Barnes & Noble’s Nook, so I haven’t been all that focused on Google, as most things Google does tends to be overly complicated and often unusable (like their advertising service that I finally gave up trying to figure out one day after I ended up getting charged $5.00 to make a listing that could never be approved and then left me unable to even remove the ad that wouldn’t ever run). So, I’ll be interested to see what happens with this, as I’m sure a lot of others will as well.

Attention: Your Sales Event is ONLY Timely to You, Not Me

Business, Economics, , , , , , , , , ,

I received an email from Bed, Bath & Beyond this morning, announcing “Online Clearance: These deals won’t last forever.” Before that, I received one from Best Buy, indicating that I had only two days to come in and take advantage of their “special” sale on electronics. Newegg thinks that if I don’t respond by today that I’m going to miss out on great savings. Amazon sends me a message practically every day that tries to convince me, like Barnes & Noble does every other day, that I only have one day to take advantage of outrageous savings.

Look, I get it. You want to sell me shit. And you want me to buy it today, not tomorrow. But I’m going to let you in on a little secret here they probably didn’t teach you in your Overhyped Management 201 Class at Harvard: I don’t care. There is absolutely no priority for me to have to buy a Blu-Ray player by Thursday, or heaven forbid, I might miss out on unbelievable savings. I don’t really need a Blu-Ray player. I have one. And I bought it at a convenient time when I actually felt like I needed one. It happened to be on a day when I was in the mood to go to the store, look at the different choice, and then chose the one that fit me best. I didn’t buy it because some screaming sales pitch indicated that I was running out of time, like some episode of 24 where Jack Bauer has to torture his secretary for information about terrorist activities.

I understand the economy sucks, and you need to make money. But the more I keep being hit by hyped pitches to buy things, the less I want to buy. And no, I’m no fooled by the barrages of letters and emails that indicate that you are responding to my requests for information because I would remember if I was interested in buying a Kia car, which prompted you to send me an email as if you’re answering my inquiry instead of writing me out of the blue, hoping I might be stupid enough to think, “you know, I don’t remember ever thinking about buying a Kia vehicle, but if he says I stopped by and looked at one, it must be true.”

There’s a whole slough of literature written on the attempt to convince people to buy things they weren’t interested in to begin with. It’s the stuff often referred to as “foot in the door” techniques, and there’s an entire shunned practice that evolves from it called “bait and switch” where you advertise one thing and then try to sell us something we weren’t interested in. But this whole hurried approach to sales really needs to end because I’m getting really tired of opening mail and discovering I have twenty seconds to respond or the whole world will explode.

Part of the problem with a lot of marketing today is that there seems to be a lot less interest in matching people with the things they want to buy, rather than mass mailing everyone under the sun in hopes of finding someone who might want to buy something they weren’t interested in at all. But I’ll let you in on a bigger secret and that’s that if you’re really interested in selling to me, you’ll offer something really of good value at a good price and then convince me you’re the only one willing to do that. Don’t try to get me into your store in one day. Just convince me that your selection is better than your competition, and I’m probably going to make it to your business place. An example: I’m really interested in the new game Skyrim, made by Bethesda. But it’s overly expensive for a computer game. Offer it to me for a better price, and I’ll probably buy it. Offer it to me for the same price and add a lot of extra features to the sale, and I might still buy it. But sending me nonstop messages about how I need to buy it immediately or I will somehow miss out on the fun, and you’re not setting up a sale. At all. You see, I can wait you out. You, on the other hand, need the sale. It’s that simple. It is in YOUR best interest to get me to want to buy from you. Hype doesn’t do it. Expiration periods of pretend sales won’t do it. A good sale that seems pretty honest, well, that works wonders.

Businesses are constantly making the mistake of thinking most consumers are stupid, or easily fooled. We’re not. Some are, but they’re really a minority and not a sustainable business model. But smart consumers who will continue to buy your product if you offer value, service and consistency, well, those are the ones you should be going after. But your current model isn’t doing it.

So, take your time because I’m not going anywhere. You, a lot like Netflix that keeps trying to convince me I have a short time to “come back” to their “great deal”, might be. And it may not be where you want to end up.

I’m just saying.

Companies That Don’t Understand Social Networking

Business, Social Networking, , , , , , ,

We’ve all heard the story of a major company that totally blew its social networking strategy by doing something really stupid, like tweeting something inappropriate, thinking it would drive business but ended up driving it away instead. But there’s something even worse, at least in my opinion, and that’s a company that wants to engage in social networking but doesn’t understand what engaging in it means. An example is a company that advertises that it has all sorts of hip connections on social networking sites, but then turns around and blocks all of those sites from everyone of its employees. This wouldn’t be so bad if the company didn’t keep sending out notices to employees about how they are now on Facebook, starting up on Google Plus, and then asking employees to participate as well. And when that employee attempts to do so, they get a blocked message, indicating that the job considers that site to be an illegal site for viewing at work.

One of my favorite sorts of erroneous activities involves the housing complex where I live. They put up a bunch of signs around the complex, saying: “Add and Follow us on Facebook for current news and activities!” Four months ago, I attempted to add them on Facebook; they haven’t accepted. Yet, each day I see their signs on the bulletin board at home, just begging me to add them to my Facebook profile.

These are companies that don’t get the whole social networking thing. If you want to engage in social networking, you have to actually engage in social networking. You don’t just get a presence and then expect the masses to come flocking to you, but then decide you don’t want to spend the energy actually working with the environment. The work thing is a no brainer because you’re never going to have a real social networking presence as long as the majority of your staff can’t promote it. If the only Facebook presence you have is a Human Resources person who gets paid to have to maintain the connection, you’ve failed in all things social networking. Basically, it’s a plea to join their network but then a follow up statement to say that your employees aren’t allowed to communicate with the masses you just asked to join. Sure, it keeps people from doing something to embarrass you, but what these companies don’t understand is that social networking is about people, not about people interacting with a company’s icon. That’s why Google is destroying any business presence with Google Plus; at least they understand what a social network should be about. Although, I admit, I suspect they’ll backtrack on that once they realize that Facebook will take advantage of their absence.

Personally, my belief is that any company that avoids letting its employees engage in social networking is doomed to be considered old hat. Any company, like my housing complex, that considers social networking one-way only (we speak, you listen), then they’re doomed to fail as well.

Unfortunately, social networking is one of those animals that takes many years for people to truly understand. And as I’m pointing out, sometimes they never do.