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She who tells the best story wins.

Brilliant Example of Data-Driven PR

I’ve written before about data-driven marketing. Here is a great example from AllRecipes.com. By giving the New York Times access to web traffic data, AllRecipes got a plum front page story.

Notice, by the way, that this story didn’t go to Epicurious.com, owned by Conde Nast. There may be many reasons for this, but I think one reason is that “new” media companies think in a fundamentally different way than traditional media companies. (As an aside, Conde Nast is likely still reeling from the closure of Gourmet, a distraction that can’t be helpful to them in advancing PR into food media outlets.)

New media companies think of data as an asset and use it in creative ways.  Also, new media companies value the voice of their community — because that is what this story is really about.  Old media is all about elite editors telling the plebes what to think, read, watch, cook, eat, wear and buy.  New media is about tapping into what the community is thinking, reading, cooking, eating, wearing and buying and then sharing that information with the rest of the community.  It’s a fundamental shift in thinking — and one that points to the true future of media, news and publishing.

Filed under: Content, Media Relations

Know Thy Market

In an article in today’s New York Times about the falling price of Champagne there appeared this quote:

“My job is to find a million friends across the globe that drink five bottles of champagne a year.” — Pierre-Emmanuel Taittinger, president of Champagne Taittinger in Reims in the Champagne region of northeastern France

Now there is a man who knows his market.  Knowing who you need to reach — with as much specificity as possible — makes reaching them a lot easier.  I also love that he calls them friends, not customers.  What a fun way to think about your business.

Filed under: Marketing

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