MarketingSherpa Misses the point on RSS

First off, let me state I’m a big fan of MarketingSherpa so no offence is intended toward the work they do. That being said, their latest report on RSS is all wrong.

One of the reasons they state for companies not to embrace RSS as a communications tool is it’s lack of market penetration. They state 91% of Americans use email vs. 4% (or so) that use RSS. Fair point. Remember 1991? How many people had even heard of email? I myself didn’t fully embrace email until about 1997 and then only grudgingly. Seemed clunky, I couldn’t make it look like I wanted it to and it was slow. It wasn’t until I started working full time and literally had to communicate via email that I finally got into a groove with it. Like every other communications tool in the history of the world there is an adoption curve to RSS that will have one of two possible outcomes: Mass adoption or abandonment in the face of a better alternative.

They say that a number of those people who do have RSS feeds coming into an aggregator don’t check their feeds daily, whereas email is checked regularly. Fair point. My rebuttal to this is the same as the above point on market penetration.

I’m not going to rebut the entire report point by point. Suffice it to say that I don’t believe it’s immensly important to track the number of subscribers to an RSS feed. Where’s the value in that? What I do think is important is that trackback technology be available on whatever feed is available. That way when a corporate announcement is published the publisher will be able to see, easily and quickly, where that message has been picked up and commented on. That’s the important measurement since that is going to play into brand and reputation management.

Where is Chris?

If I post here a little more sporadically than before there is a good reason: I’m getting paid to write elsewhere. I am now a contributing writer to three of Weblog Inc’s sites. You’ll find posts by me at AdJab, Cinematical and TVSquad beginning yesterday.

This does not mean I’m abandoning Movie Marketing Madness, either the blog or the column. It’s just going to take a few days for me to get a good groove going on what to post there and here. Oh, and I have my regular day job as well.

Stay tuned and stay with me here. It’ll all get sorted out soon enough.

–Chris

The Transporter 2 Trailer

Le Transporteur 2 : Bandes-annonces

Nothing is more important to me than a sense of humor with film violence. That’s why I admit without shame to liking True Lies and The Fifth Element. The trailer for Transporter 2 has that in spades.

I never saw the first one so can’t say how it seems to mesh with it but this movie looks very cool. The action is over the top, the women are unbelievably sexy and ready to show it and the explosions are big. What more could anyone want?

–Chris

Newspaper Movie Advertising

Will Box-Office Blues Put Newspapers in Red? – New York Times

It seems that newspapers may be feeling the same financial pinch from decreased theatrical box-office figures that studios are.

Some interesting numbers in the article:

2004 advertising budgets equaled $3.9 billion.
Web advertising accounts for just 2.2% of ad budgets in 2004.
Newspaper advertising made up 30.7% of the 2004 budget.
Movie ads accounted for 14.2% of national ad revenue in 2004, up from 8.2% in 1995.

So that leaves 67.1 of 2004’s media buys going to a mix of television and, presumably, trailers, and the official websites. But if newspaper readership is going down then how will studios redistribute that money? Or will they continue to hitch their wagons to newspapers, via mutual marketing initiatives with the publications?

We’ll have to wait and see.

–Chris