OurBlook interviews Stephen Elser, partner of Elser & Aucone.
Social media are transforming the way that companies conduct PR and marketing campaigns. Can you explain the changes you have seen?
SE: Many public relations and marketing campaigns are shifting dollars away from traditional media and toward social media because of their intrusive nature and measurability. Obama’s use of social media to connect with his audience during his campaign is probably the most recognizable, successful example. One key to Obama’s online success was the younger skew of his audience and their receptiveness to social media. McCain appealed to an older, more conservative voter who is taking longer to adopt social media as a way of communicating. I think the Obama case study highlights an important tenet of social media marketing ... younger consumers have been the early adopters. However, recent research is showing tremendous growth in social media usage with older consumers. So stay tuned, the environment changes very quickly!
How is this affecting the journalism world, particularly newspapers who have been focused on traditional, ad-supported models? While Craigslist is usually cited for the demise of classifieds, is there anything other than the economic downturn to blame for the decline in display ads?
SE: Print media readership is down because more and more consumers, in all age groups, get their information online ... this trend started before theeconomic downturn. Print media will always have a place, but it’s changing. Advertising dollars are following the readers online and we’re seeing some newspapers really struggle to adjust. But there is tremendous opportunity for newspapers that are willing to embrace and participate in the transition to online news presentation.
What advice would you give newspapers that are currently trying to create a new model for revenue?
SE: Newspapers must offer an online version of their publication ... and nearly all already have. As their websites evolve over time into the main source of information for their audience, they must find ways to drive readers to their website and get them involved. When newspapers maximize the integration between their print and online versions, advertisers will want to take advantage of that. This has been happening with many publications, particularly those who were quick to develop an online presence. Publications must encourage their readership to become directly involved with the news through forums, video uploads, etc. to keep them engaged.
Are magazines in the same boat as newspapers? If sleek, prosperous Gourmet magazine had to fold because of plummeting advertising, is there really much hope for other publications? What can they do to retain and gain advertising?
SE: Many magazines have been able to create a compelling combination of printed and online versions because the information they provide readers is more detailed. They’re offering their subscribers additional unique content that complements their printed information. For example, Acoustic Guitar Magazine will discuss various guitar-playing techniques in print and then offer video examples, plus additional information, through their website. As magazines find new and interesting ways to offer their subscribers additional content online, as with newspapers, advertisers will be eager to take advantage.
Is there anything else you would like to say about advertising and print media?
SE: These are very interesting times. We’re seeing a major transition in the way people communicate. Traditional advertising agencies must be prepared to guide their clients through the maze of options and resist the temptation to completely discount the effectiveness of traditional media. Each client presents a different marketing challenge and the best agencies will realize that it’s all about finding the most efficient combination of media ... both new and old ... for your client’s unique situation. To make matters even more complicated, what works today may not work tomorrow!
(Editor's Note: Elser & Aucone is a full service advertising and marketing agency based in Manhattan. Steve's bio says, "Six kids manage to keep Steve and his wife Gilda incredibly busy in upstate New York. Steve spends the vast majority of his outside time driving around Dutchess County in a minivan, mainly because all six are interested in completely different sports. When not watching kids compete in hockey and equestrian events, he likes golf, sleeping and reading (primarily wine labels).")
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