Friday, January 23, 2015
57 Media Spikes
Hello again, come on in. Can you believe we are half-way there already?
Seems we only just got a chance to say hello a short time ago and we’re halfway through our fifty-seven Media Spikes.
Are you enjoying them? If you’re still with me till now I’ll take that as a yes. A few questions have surfaced from readers to date so now’s a good time to exhale and respond.
R.A.F. writes… Where did Media Spike come from? Is it somehow significant for you?
Thanks R.A.F., Media Spike comes from a variation of my Newsletter – The Spike of Angels. I believe your ad message should have the impact and staying power of a Railway Spike driven into the frozen ground. Immovable. Yet it should be served up with the sensitivity and grace of Angels. Each of these messages to date imparts one more Spike in my epistle to you that communications should be delivered in a multitude of formats. Each one able to stand alone, but when used together, an unbreakable link to build a campaign or nation. Thank you RAF
Hey Dennis, writes K.K., what’s with 57 Media Spikes? How did you arrive at that number?
In a lucky twist of fortune, those are the last two digits of my birth year, and at this writing, I will have been on this planet for that many years. So one Spike for every year seemed a good target. Thanks K.K.
Tell me Dennis, asks T.C., if we like what we’ve seen so far, do you have any other resources?
Several readers have already explored some of the links provided to my website for articles on :
M.L.S. asks, Why have you stayed with this business so long? Aren’t there other things you’d like to do?
- Radio advertising
- My Outdoor media series
- and some readers have also learned I offer a downloadable PDF e-book which will distill my 30 years into a guide book of nine (9) Media Secrets. Originally offered at $97, this practical hands-on How To Guide is worth multiple times that asking price. In keeping with the spirit of numbers, it’s now available for $30 in keeping with my 30 years in the media trenches. I think you’ll like this one.
A great question MLS and I stay in this role because I’m seldom if ever bored. I genuinely still like my work. I love being able to present a solution to a client which spends their funds smartly and creatively and bolsters their profile. I get a lot of satisfaction in turning a blank sheet into a creative plan.
I can’t think of another industry or job which would have given me exposure to so many other industries.
I’ve been privileged to work with many fine professionals on accounts including, hotels and trucks and financial services, plus computer printers and carpeting, workboots and medical services, not to forget cameras and beer, and chicken and florists, as well as several charitable causes, and travel and provincial and federal government accounts. Also in my portfolio is planning and placement for a variety of automobiles and auto parts and a host of others have kept me sharp and interested. And I love bringing that daily enthusiasm to your doorstep. Thanks M.L.S. I still like what I do for ‘work!’
Thursday, January 22, 2015
The Spring 2015 issue of Canadian Geographic Travel magazine is set to hit newsstands on March 30th, 2015.
“This image was pretty much an instance winner for us. This Sable Island horse embodies the wild nature of these animals and the colours of the grass, sand, sea and sky are bright and contrast well. Add clean, clear, conscience and complimentary coloured cover lines, and we think we’ve got a great cover that really pops,” says Editor Aaron Kylie.
This cover is “poster-worthy.” The Art Director is Javier Frutos.
Thursday, January 22, 2015
57 Media Spikes
A couple of weeks ago, back in article Media Spike #15, we spoke of the importance and relevance of having multiple media touchpoints for recognition. You might also recollect A Day in the Life of article Media Spike #18 on the diversity and omnipresence of media vehicles. Most recently we shared our analogy of media vehicles and golf, in article Media Spike #22.
Tell me dear reader, have you only ever had the same dinner, every day, forever?
One likes to hope not. Change. Variety. Diversity, are keys to health, life, happiness and media. Introduce new players one at a time to see how well they work. Keep the ones that do. Discard the ones that don’t. In several references thus far in this series, I’ve noted how one insurance firm used only two media, but were there all the time. They had done their testing, and these media prevailed and were a foundation of their ongoing marketing efforts.
Several advertisers have plowed forward by sheer brawn of their budgets. They just bought more of whatever media they were using. While it dwarfed the competition- until budget ran out- it just overwhelmed their target group beyond saturation point and failed to expand their geography long term because too many funds were tied up in one media.
I grant there is merit in having a strong leading media. I would suggest you never have a reliance on any one media for any product or service. Many online purists were startled they had been delisted from the G-man of online due to algorithm changes or an unintended hiccup. More than one client has put everything into a newspaper campaign just as the union goes on strike for three weeks. One United Kingdom client had the misfortune of bankrolling his TV campaign to start on the day of Princess Diana’s tragic car accident, and his campaign was nowhere to be seen in the melee of news reports on the tragedy. That’s a lot of eggs in any one basket.
A minimum of two media is preferred, and five, eight, ten media at a time will certainly help to keep you consistently top of mind.
Sure Dennis, but does it work? How much difference does it make by adding a secondary media?
To this point in our series, we’ve only touched on magazines intermittently. So let’s give them some deserved attention.
Many advertisers have relied on television as their sole media. It has doubtless worked for many of them as it is a vital part of their messaging strategy. So what happens when you suggest…Instead of buying 100% TV, let’s consider spending 75% on TV and the remaining 25% in magazines?
Study after study, survey after survey, results from 14 aggregated Return on Investment (ROI) studies validate the power of magazines to drive purchase decisions* (Magazines Canada – Consumer Magazine Factbook 2013 Page 116)
If television is our base at 100%, then the addition of onion ads raised the index between 101% and 114%. The addition of magazines to TV and online raised the index between 160% & 175%. This is just in their ability to drive purchase decision.
Magazines demonstrated their great impact of addition to the mix where their biggest influence is felt in Brand Imagery and Purchase Intent at 91% and 81% respectively. Higher than each of TV and Internet.
No less a name than Meredith Corporation, a prominent magazine publisher, created a program to prove advertising with their brands (magazine titles) guarantees a direct increase in sales. After one year, in several product categories, participating advertisers realized an average return of $7.81 return for every dollar spent on ads in these magazines. 781% Return!!! The Power of Print cannot be overstated.
Would you consider it beneficial to spend the same and increase sales? Then you’ll appreciate this:
The Dutch based firm Unilever proved this ‘multiplier effect’ as they changed spending from 100% TV to 75% TV and 25% Magazine and saw a 6% increase in sales volume.
(The above results are all available for confirmation from this same Magazines Canada Consumer Fact Book 2013 as referenced above.)
If you’re already combining media to further your awareness and increase sales, you have my applause. If you’re still waffling, then test it for yourself. You will be pleasantly surprised at the results, especially when they show up on the bottom line.
Thursday, January 22, 2015
This fake Mad Magazine cover is being shared on social media.
Tuesday, January 20, 2015
is on newsstands now.
The front cover features a dog, as research apparently shows that their are more “dog people” than “cat people.”
“The dog image gracing the front cover of our Pets Photography 2015 special issue boast bright colours, direct eye contact and is very clean, making it an ideal choice. The cat photo on the back, meanwhile seemed very iconic, with it’s cleanness, captivating eye contact and intriguing eye colour — it felt to our team almost like a Life cover of days of your," says Editor Aaron Kylie.
The new Art Director at Canadian Geographic is Javier Frutos.
Tuesday, January 20, 2015
57 Media Spikes
Hi, thanks for coming and recently…
One reader W.M., asked, So Dennis, are you suggesting that we dig in our heels and resist change? Are you closing your eyes to the platform that is the Internet?
Well formed and valid questions.
To the first, no I am not for a moment suggesting we resist change. It is the only constant, and all our efforts to stop the tide will only have us swept up in the undertow. Change is necessary. It disturbs complacency and challenges us to get more out of ourselves and our communication.
To the second, my eyes have been keenly adjusted to the Internet as a media platform for over a decade with different clients experimenting (testing) different messages and delivery styles.
But ultimately it is still Marketing. The tools change, and we change to better use the tools we created. But human nature being what it is, we all crave communication, and ideas, and content, and useful information. The Internet and the digital age have ushered in instantaneous communication. In a heartbeat, a message which once was a feature ad in National Newspapers is now delivered to only one neighbourhood, or globally with unmatched speed and precision to an online audience who see it on a host of stationary, or mobile media tools.
My contention, and I’m pleased to say, multiple clients have concurred, is to introduce these new elements to our ad campaigns with a ‘let’s give it a try and TEST IT’ approach rather than abandon everything that got us to this point. If you’ve been testing your creative and your media mix as you go along, then these new components are part of the normal integration and they have to prove their worth in delivering sales. (Not likes, or retweets etc., but actually get down to a measurable and useful metric- SALES.)
I work with several clients who care less if they are liked, but have a huge passion for how many SALES-how many units of product did we move as a result of the last campaign. It strikes me that advertisers who integrate ‘Social Media’ into their campaigns need to do so with a recognition that historical sales strategies don’t play as well in this environment. The messages today need to be informational, educational, and supportive to the customer buying process so that the customers get to know and like and trust you before offering a sales message.
Incidentally, when you are prepared to offer up a sales message—beyond just education— this is the time to move them from the social media forum to your website. Now they are on your turf. By way of analogy, when Television was in its infancy late 1940’s early 1950’s, networks recruited performers, entertainers, personalities from that ‘old’ media Radio to help them get underway. No less a powerhouse name than Vaudeville and Radio personality, Milton Berle, was the lynchpin to the commercial success of this fledgling new media, Television.
Initially warmly received, revered, idolized and known as Mr. Television, the tool which had invented him was rapidly transitioning as audiences were looking for new and different entertainment. Change was so rapid in TV, that only a few short years after ‘Uncle Miltie’ ruled the airwaves on Tuesday nights, he was supplanted by other programming.
So too with the Internet and social media. The early successful models are giving way to new methods of interaction with consumers. They are not dismissing all previous methods of contact, and most of those should remain a part of the mix. But the message from advertisers needs to reflect the new reality of consumer engagement.
Expect a longer courting process (back to my dating plan strategy unveiled in article Media Spike #3) online to win more hearts and wallets with a longer term relationship build. Such is the start of a customer for life—the best you can hope for.
P.S. Keep testing. Keep practicing. New messages. New Media. Create the hybrid mix that works for you.
Thursday, January 15, 2015
There is a belief that technology will always solve the ills of society and bring prosperity to us all. History has shown this to be true with the creation of new industries that provide jobs to the growing population. There is growing evidence that technology can do the reverse and make our lives worse. The recent ban of fracking technology to recover natural gas in New York state has shown there are medical side effects for the local communities where the drilling takes place. This blind faith we have that technology equals a better life can be dangerous, as you can see.
But wait, here is a new product announcement out of the latest technology trade show in Las Vegas this January, it is called the Brain Beanie, it's a neurological device that fits on your head like a hat. The Brain Beanie receives all of your brain waves and allows you to control all internet enabled devices and appliances at home through a mesh network. This technology has been adopted by all the major device OEMs, car manufacturers and home builders for brain wave protocol and has been approved for use by the Global Technology Standards Council (GTSC) in Romania (the previous home of KGB cyber unit).
It comes with a personal communicator function so you can get rid of your smartphone as it enables your brain waves to send email, text or voice. You can purchase all your take-out, groceries and products with the e-commerce capability with delivery to your couch by a solar powered drone. This headgear can be used at work, in the car and at home, so you will never have to do anything that requires any mental or physical exertion.
This device is considered a breakthrough in dealing with today’s obesity problem caused by people sitting on the couch more than 20+ hours a week watching television, gaming and surfing the net. It can monitor your weight by sending electrical stimuli to your body to monitor your metabolism through the medical app that you can purchase as an extra feature. Other optional accessories include a holographic projector that creates a 12 inch screen for you to see in 3D. Standard features include an action camera, virtual assistant (male or female with custom Avatar settings), 10G of Ram, 1 TB of storage and a micro super computer processor that was modelled after the NASA standard for space exploration.
The cost of this product is $599 and it's available at the Brain Beanie Store website www.brainbeanie.gag
and it comes with a 6 month guarantee that you will not have to purchase another one through planned product obsolesces. After the 6 months you can buy a monthly package for $20.00/mo and get a free product upgrade. The founder of the Brain Beanie, Joe Propellerhead says he was inspired for the product from a 1979 Maxell TV Commercial that became a pop culture classic that brought couch culture to the mainstream. Joe says "I wanted to create a couch potato product that will appease to the masses and also solves some of the major social issues like obesity for eternal good health.”
With 40% of web traffic attributed to bots, critics of the product wanted to see how security issues were implemented to protect users from the hacker community for criminal or malicious activity like adware, spyware and malware. Joe Propellerhead says that the security features includes a “ Intrusion Pulse” that was developed by the open source community that places a tracker tag on any unauthorized access through the sniffer code and then sends a electrical pulse bomb response that disables the source server and then is automatically logged in the cyber crime database at the GTSC in Romania for follow-up.
Geek fantasy or is this coming soon to a store near you soon in the next generation of devices? Sometimes, I wonder as I watch technology invade our lives everywhere and try to expand into other industries like media, publishing, music , banking and medical; What does Microsoft know about the news business or banking or Google and Facebook know about selling advertising for that matter? It's like a baseball coach thinking the same strategy will work in hockey, sometimes it works and sometimes it will not. Here are some claims and myths that these companies have made to into fact, or have they?
Somebody clicks on your ad and it is a lead.
This is the #1 myth perpetuated by the tech community to fool advertisers.
A click in some people minds is a form of response and with response rates of less than 0.1% how is this better than direct mail that have higher responses rates through better targeting? In my opinion all this has spawned is a click fraud industry that is largely unreported. As any start up industry there is always an overpromise and under delivery scenario we see too often to get people’s attention and this is a classic case. I look at awareness as clicks are unreliable.
Give away you content for free, get traffic, sell ads and get rich.
Just ask the newspaper industry about this and you know how this is so not true. All we have now is unprecedented clutter on online as there are no barriers to entry online except for a computer. The fact you can get rich by blogging is a myth somewhere, just ask any writer and the person trying to sell the ads. The only one to benefit was the search engines as they have access to free content and sell ads around it. Publishers now have to struggle in getting people to pay for their online content as we all know free to paid is very hard to do.
A Facebook Like is a brand endorsement online and will lead to your company’s success
Facebook has done a good con-job of the value of a Facebook like to get people’s attention and has spawned a fake “Facebook Like” industry. This myth has taken away marketing efforts to social media with not so great results and have publishers chasing Facebook likes instead of subscribers. Social media is a “GOSSIP” medium. like the tabloids. Just because celebrities (who suffer from hero worship) twitter feeds have been a very successful publicity tool for their fans to sell concerts tickets, music and movies does not mean it will work for a manufacturer of widgets.
A lot of technology claims are actual myths perpetuated by the relentless need to fill a 24/7 news cycle to provide content. Just like any hyped up stock, if you hear it enough times it must be true. The digital medium is the only ad medium where buyers have to deal with click fraud, automated web traffic and hacker attacks. You do not have that problem when you are buying traditional media like TV, radio , print and outdoor, And now they want me to buy on these new programmable ad networks. Anybody want to buy me a Brain Beanie so I can use the Intrusion Pulse?
Thursday, January 15, 2015
Ezra Levant is the former publisher of the Western Standard, and currently hosts a daily TV show on the Sun News Network, and writes twice a week for Sun Media newspapers. Levant is a Canadian media personality, conservative political activist, writer and broadcaster. He published the book Ethical Oil: The Case for Canada’s Oil Sands in 2010 and Groundswell: The Case for Fracking in 2014 through McClelland & Stewart.
Q: The tragic events that have unfolded in France recently are shocking to most of us. But given the Firebombing of Charlie Hebdo’s offices back In November 2011 should we be?
They are shocking, but they should not be surprising. There are terrorist attacks by radical Muslims literally every hour of the day, around the world. Boko Haram in Nigeria kills, kidnaps and rapes daily; the Islamic State kills and rapes by the thousand. Terrorist attacks have come to Ottawa and Australia in recent months. In fact, it’s surprising it has taken this long for another mass casualty attack.
Q: As the former publisher of the Western Standard, your magazine was the only one in Canada to re-print the controversial cartoons years ago. Can you re-count that event?
It was the right thing to do, and I’d do it again. In fact, I have been showing the cartoons on my TV show daily. Because they are the news. The French cartoons, like the Danish cartoons nine years ago, do not necessarily reflect my views. They are not the editorial cartoon of the Sun News Network, or of the old Western Standard. They are a news fact to be shown to readers/viewers — like an exhibit that a prosecutor puts to a jury. How can you tell the news without showing the central artifact of the news?
Q: Why do you think no other print outlets chose to publish the cartoons back then? Was it a reluctance to offend, or were they simply afraid?
Fear of Islam, plain and simple. Either fear of physical violence, or fear of political harassment, like human rights prosecutions. Or fear of being called racist. But always fear. Here’s a larger essay I wrote back in 2006 that still applies today: http://www.westernstandard.ca/website/article.php?id=1504
Q: If they were simply afraid, that’s understandable, so why don’t they just say so? There’s no shame in protecting yourself and you employees is there?
Of course there is a shame in saying that you’re scared. These are journalists — cynical, world-weary, sophisticated, cool, morally superior. They can’t admit that they’re scared. Journalists are like hecklers, voyeurs to the world’s events — like they’re sitting in the front row of a sports match, taunting the players. But this one time, journalists themselves are pulled into the arena — and they’re terrified. So they come up with all manner of laughable excuses for why they won’t publish (see my Western Standard essay above). Most of all, if they admit they’re scared, it throws their entire liberal world view — about multiculturalism, immigration, moral relativism, foreign policy, etc. — into disarray. That’s probably what most of them are afraid of: growing up and becoming conservative.
Q: A German newspaper, The Hamburger Morgenpost, was firebombed on Sunday January 11th 2015 for reprinting some of the cartoons that led to the massacre in France. The paper said they wished to demonstrate solidarity with the French cartoonists who were murdered. On Sunday the offices of a Belgian newspaper that re-published the cartoons were evacuated after it received an anonymous bomb threat, its staff said. Is this just the new normal?
: In Europe it is, because they are ten to twenty years further down the road than we are, in terms of Muslim population and radicalism. The Muslim population in France, for example, is between 6 and 12 million people, depending on your source of information. So that’s 9 to 18% of the population. Even if 90% aren’t radical; and if 90% of the radicals aren’t violent, that’s still 100,000 violent people (we know that over 1,000 French Muslims are fighting with the Islamic State). It’s not just violence; it’s politics. Francois Hollande received more than 90% of the Muslim vote — so he will be loathe to change course on everything from immigration to national security.
In Canada, our Muslim population has doubled since 9/11, to more than one million. According to an Environics poll right after the Toronto 18 arrests, more than 10% of Canadian Muslims supported the aims of the terrorists. We are doing a better job at integrating immigrants and dissipating radicalism. But we have about a terrorism arrest a month (three in the past week), and probably 100 Canadians fight with the Islamic State.
Q: By simply Googling Charlie Hebdo Cover Images, anyone can see dozens of cartoons. When I did so, I was surprised by the number of covers that were pretty insulting to Catholics, but were also pretty darn funny. Isn’t that the job of a satirical magazine?
Yes, of course. But as Ayatollah Khomenei said, there is no humour in Islam. There is no humour in any totalitarian ideology, of course — Solzhenitsyn himself was sent to Siberia for making a joke about Stalin’s moustache. But it’s not just humour. It’s the laws that should arbitrate these matters. Radical Islam does not believe in secular laws, or the separation of mosque and state. Radical Islam believes in sharia law, that is transnational and god-given. So even Christians and atheists must abide by it.
Q: Do you think the mass demonstrations in France in support of Charlie Hebdo and the principals of free speech and a free press marks a turning point in Europeans’ political views?
No I don’t. 9/11 didn’t change America’s views, nor did the British or Spanish subway bombings. Everyone still says we’re at war with “terrorism” — if they even use that word. As if a tactic is an enemy. That would be like saying Pearl Harbor put America at war against “airplanes and torpedoes”. No; we are at war with radical Islam — the jihad. As long as we pretend that Muslim terrorism isn’t Muslim and isn’t terrorist, we’re in denial.
Q: Charlie Hebdo is often described as a “left leaning” magazine. Yet here in North America, many “left leaning” leaders seem to go out of their way to claim that this attack was not about Islam, even though the murderers claim the opposite. What’s your take on that?
: It’s pure Islamophobia, in the literal sense of the word — fear of Islam. Leftists are are so dedicated to taking the side of the outsider, the “other”, that they will take the side of terrorists against our own civilization. And, as I mentioned above, it’s also a stubbornness — many leftists have nurtured a world view about multiculturalism and moral relativism for decades. For them to come to the conclusion that some cultures are better than others — and that some might even be our enemy — is so terrifying and revolutionary, they simply don’t want to be disillusioned. They don’t want to repudiate decades of belief.
Q: Ezra, you are Jewish. The only women killed inside Charlie Hebdo’s office that horrible day was Jewish. The crisis ended at a Jewish Grocery store. Other than statements of these facts, I have yet to see any in-depth analysis on this angle of the story in the mainstream press. Why?
: Jews are like a canary in a coal mine — they’re often the first to go. That was certainly the case with the Nazis. But the Holocaust didn’t just burn the Jews — it engulfed all of Europe.
Europe traded 6 million Jews for 20 million Muslims. Jews are the first target for terrorists. But they are never the last. Christians and other minorities are being wiped out by Muslim terrorists in Nigeria, Iraq, Syria and elsewhere in the world. And of course liberal Muslims are the greatest victims of Muslim terrorists, numerically speaking.
Anyone who thinks this problem will be contained to “the Jews” should realize that the goal of radical Islam is to make the entire world submit to the Koran — sharia law. It really has little to do with the West Bank, or Israel, or any excuse like that. It is to replace secular nation-states with theocracies — an Islamic State, to coin a phrase. You could take every Jew out of France and the attacks won’t stop — just like terrorism in Jew-free Syria and Iraq hasn’t stopped.
Q: Care to make any predictions on what might happen next, and how this will play itself out in future French elections?
I think Marine Le Pen will continue to do well, as will Nigel Farage in the UK, Geert Wilders in Holland, and others who are willing to tackle jihad through limiting Muslim immigration, and through cracking down on Muslim extremism domestically.
I think it will be a campaign issue in Canada’s federal election this year too.
Thursday, January 15, 2015
57 Media Spikes
Welcome, get inside quickly.
The sky is falling!!!
The sky is falling on all traditional media.
Get out while you can.
So one panicked industry colleague warned.
Traditional Media – you know the kind, Radio and Television, and that printed stuff like Newspapers and Magazines- all Toast. Oh and don’t even get me started on Outdoor. They are all going the way of the dinosaur. Such dire warnings have been sounding for the past decade and longer.
Perhaps instead of the Chicken Little panic button, we acknowledge the evolution of media vehicles, the changes in technology, the proliferation of Social Media channels, and the changes in consumer tastes, demands, and capabilities.
There is no question the ‘Internet’ has long ago eclipsed ‘in its infancy stage’ and now is a major player in local and global communications. What disturbs me is the sudden desperate abandonment of the tried and true and successful media en masse in favour of a multi-faceted vehicle which is spinning off madly in all directions.
History is littered with ‘the next thing’ which was supposed to cannibalize everything that preceded it.
A brief timeline:
When Johannes Gutenburg made his first Printing Press in 1450, it revolutionized communication as multiple copies of news and information could be spread faster. Newspapers would begin to arrive in earnest through the next century.
When Samuel Morse sent the first Telegraph in 1844, traditionalists of the day feared all print messages would be lost to this newfangled wirelesss technology that relied on dots and dashes.
When Mr. Marconi had Transatlantic signal success in 1901 with what would become Radio, pundits at that time feared print and telegraph would be rendered obsolete.
Electronic television was first successfully demonstrated in San Francisco on Sept. 7, 1927. The system was designed by, Philo Taylor Farnsworth, a 21-year-old inventor. He had lived in a house without electricity until he was 14. But full-scale commercial television broadcasting did not begin in the United States until 1947.
The mid 1950’s- deemed the Golden Age of Television, became the foundation for advertisers and networks to ultimately reach a nearly global audience. The prevailing attitude became one of scoffing at all those archaic pioneer media who came before them.
Sitting in the weeds was the development of technology that would lead to the launch of the Personal Computer as mass-market consumer electronic device in 1977. Clearly this new device was going to obliterate everything in its path and there would soon be no need for print as we’d have a paperless office. Certainly no need for magazines and TV’s and radios since the ‘Personal’ computer was the composite of all these vehicles and more.
Today, more than 550 years since Mr. Gutenburg’s printing press success, you can still print a copy of this page, or thousands of others- right on your own desk. Or simply store it digitally forever...until the next technological revolution.
Hmmm? Does this mean- the more things change, the more they stay the same? Because even that expression has multiple rebirths since it was first used by French novelist Alphonse Karr, in French. The original wording is: "Plus ça change, plus c'est la même chose." Attributed to circa 1850.
Is there more?
P.S. No it is not time to abandon ship. Nor do we need to start bailing- we are not taking on water. Rather these new social media venues- personal, professional, grapevines, ‘Dear Diary on Steroids’, have given passive consumers a voice beyond all historic proportion. The Goliath of media and advertising is behaving as it’s always done, adapting to the tools and talents of its age.
Tuesday, January 13, 2015
Everyone has been wondering, but now we know… Charlie Hebdo released their first cover since the mass murder of their staff. The normal press run is about 60,000. This one is planned to be 3 million.
The cover shows the prophet shedding a tear and holding up a sign reading “Je suis Charlie” in sympathy with the dead journalists. The headline says “All is forgiven.”
Zineb El Rhazoui, a surviving staffer at Charlie Hebdo magazine who worked on the new issue, said the cover was a call to forgive the terrorists who murdered her colleagues last week. She also said she did not feel hate towards the brothers Kouachi, despite their deadly attack, and urged Muslims to accept humour.
“We don’t feel any hate to them. We know that the struggle is not with them as people, but the struggle is with an ideology,” she told BBC Radio.
This cover is sure to become the best-selling issue ever of the magazine. More importantly is strikes the perfect tone.