FROM BRICK TO CLICK, AND NOW FROM CLICK TO BRICK

Files under General | Feb 2nd

The first ever “Guardian Open Weekend” is a fantastic idea.

When many newspapers are in the “brick to click” mood, The Guardian Open Weekend extravagance is a very much needed “click to brick” marketing strategy.

INNOVATION‘s Javier Ramirez is a well known expert in this field and has been telling our clients around the world about the importance of this kind of initiatives, specially now that “virtual and digital relationships” are so “politically correct” in the media business.

The Guardian editor’s Alan Rusbridger writes today:

“… we are opening our doors -hosting a weekend at the end of March for a festival of idras, innovation and entertainment… We are looking to welcome thousands of readers to take part in the weekend of 24-25 March for an extraordinary mix of debates, talks, workshops, music, comedy, poetry, food and fun…A newspaper in 2011 is more than words printed on paper…The Guardian has no proprietor. Owned by the Scott Trust since 1936, it has been absolutely independent for more than 190 years, its main relationship always with its readers… The journey the Guardian is on is an open one…”

My talk: welcome to real people experiences, personal relationships marketing, real readers in real places. That’s the great advantage of any newspaper or media company with “soul” and loyal readers and advertisers. A new trend that has fantastic cases like the ones lead by The Times of India or the Toronto’s Globe and Mail.


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CORREIO IN SALVADOR, BAHIA: A HAPPY, HAPPY CLIENT

Files under General | Oct 22nd

I just got this nice message from a happy client in Salvador, Bahia (Brazil):

Dear friends of Innovation:

I’m glad to inform you that Correio* has assumed the leadership of circulation in Bahia last September.

Our total circulation was of 47.239 copies, against 44.301 copies of our competitor A Tarde.

The good news is that our sales are still growing, with the average circulation of 51.489 copies until October 21st.

I would like to thank one more time for the outstanding contribution of Innovation to this conquest.

Sincerely,

Luiz Alberto Albuquerque, Executive Director, Correio.

They are very, very happy.

Me too.

Like all the INNOVATION team in this project: from Eduardo Tessler, our director in Brazil, to Guillermo Nagore, Carlo Campos, Javier Ramírez, Chiqui Esteban, Oscar Valporto, Ricardo Melo, and Decio Trujilo.

And congratulations to all the Correio directors, editors and staff: they are the ones that really made this possible.

I still remember my first meetings with the Magalhães family, and how confident they were giving us full freedom to suggest and make dramatic changes in then a bankrupt newspaper, and now a very profitable  lider.

As Rede Bahia, the holding company of Correio, is a partner of the Globo network, after my first visit to Salvador I stopped in Rio and meet Joao Roberto Marinho.

His advice was: go ahead, Juan Antonio, this paper needs the help of INNOVATION, and trust the new generation of the Magalhães family, they will make any changes needed.

He was absolutely right.

And today Correio is the fastest growing newspaper of Brazil.

So my last thank you note goes to my friend Paulo Sobral, and he knows why.


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