When the Internet Acts Like TV

The convergence of media -- TV, radio, Internet, and print -- is one of my favorite subjects. It isfascinating to see how the various media compliment each other and how the lines between each of them continue to become more blurry. For quite some time the move has been towards making the Internet "more legitimate." In the history of the World Wide Web, sites have evolved from print, slowly added audio, and now has video. The "on demand" power of the Internet makes it the rising star of all media.

How great the influence of the Internet was recently demonstrated when I was watching my TV and turned the channel to CNN. As I watched the network a "button" popped up that reminded me of something you would see online. The blue image on the screen said "Press Select for CNN Enhance." Of course, I quickly succumbed to temptation.


I hit select and a minute or so later (it seemed rather slow), my TV became even more like the Internet. It is interesting that media sees a web page as a more "enhanced" media than a television set. So much for its self-esteem. The site (I am not sure what else to call it) has CNN wallpaper in the background, the CNN logo in the corner, video on another top corner, images lined across the bottom that reflect a category you are on that goes from top to bottom. You can see the top stories, review US and world news, get the latest in business content, find out about technology and science, and more. As you hit these major categories, you find images of numerous subcategories, and when you hit them you find multi-page articles.


To get you more involved in the CNN experience, you can see how people are voting today on a policy issue under "Quick Vote." In order to participate, you are encouraged to go to CNN.com to state your opinion.


I view the enhanced features of CNN to be a significant win for the Internet and only further demonstrates how that media continues to grow. I have been to websites who offer the type of features on CNN Enhanced and it begs the question, do we actually need TV? Only time will answer that question.





Kevin Price is a syndicated columnist whose articles frequently appear at ChicagoSunTimes.com, Reuters.com, USAToday.com, and other national media. Kevin Price is Host of the Price of Business (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at PriceofBusiness.com. Visit the archive of past shows here.

Major Magzine Firm Takes Big Hit

Print publications have taken a pounding in recent years when it comes to advertising revenue. Magazines have largely limped along and newspapers have been pushed to the point of obliteration. Print continues to largely be a victim to the far reaching power of the Internet.

The situation is getting words, according to Mediabistro, which reports "Conde Nast Publications, which last year managed to soar above the general industry malaise by posting a 5.41 percent jump in ad pages, is slumping in the first half of 2008. The three big titles -- Vogue, Glamour, and Vanity Fair -- are all flat to down in the first half, according to Media Industry Newsletter, and the outlook is dim for a second half recovery to bail them out."

Conde Nast has had a reputation as an innovator in the publication industry for years. Since they own numerous titles, all very complimentary and lifestyle oriented, the magazine would introduce subscribers to one publication to complimentary copies of other magazines, or 2 for 1 offers, and other methods to increase readership and advertising revenues. It appeared to be working very well, an exception in a magazine world that was in revenue decline. In 2008, it doesn't seem to be working any longer.

I believe this is happening for several reasons. The web continues to drive readers away from print. There is simply too much quality available "free" and online that it is difficult to get people to buy publications. I have even found myself allowing subscriptions to publications I have long loved lapse because of the Internet. Furthermore, instead of actually increasing advertising revenues, recession talk is beginning to hurt advertising and marketing in general. There was a belief that, with the economy weakening, people would have to work harder to get clients. In the short run it appears that businesses are doing such with fewer dollars being spent. I am sure this too will change.

I'm a huge magazine fan. It is the one form of traditional media that I thought would continue to have legs. However, it appears the future of all traditional media hangs in the balance.

Want to learn more about the twin economic tsunamis of Social Security and Medicare? Get a free audio program featuring Rick Ray of the Wealth Design Group and Kevin Price on this important subject by sending an email to Info@HoustonBusinessShow.com.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

Attracting Buyers Instead of Sellers

The latest "hot button" on my radio show is the importance of attracting buyers and not sellers in your marketing. It seems like a "no brainer," after all, no one purposefully seeks people who want to sell to them, they want to find people who want to make a purchase. Ironically, their marketing often has the exact opposite effect.

How does that happen? It is really quite simple. Every day, business people are eagerly developing slick radio, print, TV, and web ads with the intention of attracting new customers. The car dealer who is hoping to snag a few customers, the home builder developing a new subdivision, or the accountant wanting to help more businesses with their taxes. All with smart intentions, but they often suffer the wrong results.

When they write these ads they fill them with broad hyperbole that says little about the company, bore potential customers with songs they don't want to hear, or make claims that every other company can boast (you are open FIVE DAYS A WEEK? What a concept!).

Meanwhile there are untold numbers of account executives who are in desperate need of customers. There has been a major shift as to where people go for their news and information and most in media sales can't keep up with the changes. They are losing customers faster than they are gaining them.

So while the rest of us shun print advertisements, clever radio spots, TV ads, and other propaganda. These account executives often look for such content exclusively. They will spin their radios away from their favorite songs if they think there is a potential buyer -- that could be you -- out there waiting for them to call. Just think, spending thousands on an advertisement that solicits other advertisement sales people.

So what can buyers do differently? They can emphasize their differences with other companies by shying away from price competitive approaches and focusing on the things that separate them from the pack. They can position themselves as the expert and instead of placing their content where people don't watch, read, or listen, but where such gets attention. This form of sophisticated marketing makes a major difference in a company's performance.

So it is time to ask the question, is your marketing working for you or is it merely attracting more sales people? We want to help you answer that question in a new audio program available at no cost by emailing info@houstonbusinessshow.com and put "marketing" in the subject line.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

Is There a "Best Time" to Run a Craigslist Want Ad?

In spite of what we have been told by the media, unemployment is incredibly low and I have found it difficult to find quality people for my business. I have used several avenues including radio, classified ads, and (of course) Craigslist. Craigslist has an amazing reach and the success stories surrounding it are numerous. I, on the other hand, have had very little success with it. Until recently.

Over the last several months, at the end of a long business day, I would sit at my computer and put up a Craigslist ad while watching TV. Most of the time I received little to no response. Today, I ran an ad just before my radio show began and before an hour was over I had several responses directly related to the advertisement.

So what made the difference? Unemployment is almost identical to what it was a couple of weeks ago when I ran an a very similar advertisement to what I submitted today. I thought about it and I think the major difference is timing. My earlier ads often began to run at around 9 PM, when the last thing people want to think about is their employment situation. By the time morning came and people began to look, my advertisement was buried under others who chose to do their ads through out the evening. Today, this ad came out right in the middle of the business day when people are most hungry for new opportunities. It is simple common sense and something to think about the next time you put an ad in one of the country's best sources for making connections.

For a copy of the free report, "Why Your Marketing Isn't Working," email Info@HoustonBusinessShow.com and put "marketing" in the subject line.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

The Incredible Shrinking Magazine

Let me just start by stating that I love magazines (I actually have 6 or 7 subscriptions). For many years I wanted to eventually have a magazine of my own. In spite of the pounding that print has faced in general due to the Internet, new magazines still seem to be popping up, but their future is still doubtful since with every new one there are several that fail. I believe that magazines are shrinking, both in size and importance, and this is reflected by the following indicators:

• Cheaper than ever. The price of a subscription must be less than it costs to mail it, let alone print it. Magazines that people paid $20 to $30 a year 5 years ago, cost around $10. In fact, $10 seems to be the going rate for such publications. This is their desperate attempt to convince businesses of the large number of people that are seeing their advertisements. Magazines are finding it difficult to keep up with the growing online viewership.

• The number of pages are declining. I'm sure this is related to the number of ads purchased (there is a formula of number of ads, justifying the number of pages of content).

• Magazines play a copy cat role. Magazines are looking more and more like printed websites. Since you can access most sites for free and they have direct links to other articles, that can't bode well for magazines.

• The growth of the "third screen" (mobile devices) makes it possible for people to access numerous "magazines" through out the day. Increasingly I use my pda to access articles. The content is free (at least what I read) and my selections virtually unlimited.

Still, I love magazines and I would not be surprised if I increase my subscriptions (since they practically give them away). But an ominous cloud hangs over the future of all print publications.