This is the morning after, the day following Hurricane Sandy's
arrival in the Northeast. All of our thoughts and prayers are with those whose
lives have been turned upside down by the event.
Here in Central NY we were spared much of what was promised by
local weather forecasters. Watching local news this morning I almost got a
sense of disappointment on the part of a couple meteorologists that there wasn’t
as much wind and rain for us, not because they wish devastation upon their
community but because they are so passionate about what they do. Each of
these local weather people have a little bit of the Weather Channel's Jim
Cantore in them, that pioneer-meets-stunt man work ethic that puts them
literally in the eye of the storm. You can't help but wonder what a little more
enthusiasm and passion would do for all of us in our jobs and in the world we
would create.
Flip side. Here is text from an e-mail I received yesterday from a
media buyer at an ad agency we work with, asking for a rate proposal for their
client's insert delivery this year (client name removed):
Tom-
Relative to the
attached RFP for the Xxxxxx Xxxx 2013 insert distribution schedule, we request
that your response to this RFP provides the lowest (non rate card) CPM level
you will offer – the discount level is not to be compared to 2012, but based on
current downward trends of newspaper circulations, in addition to the surge of
other options that all annual advertisers have to consider.
We need to
provide Xxxxxx Xxxx with the most cost effective way of getting their
weekly promotions in front of as many customers as possible in 2013.
Woe is me! My passion is crushed! How depressing to work in
the newspaper industry! At least that's the message this industry youngster is
conveying in the quest for rock bottom pricing this year. My initial reaction
is to run out and secure employment with one of those "surge of other
options" companies, many of whom weren't here for the 2012 RFP and may not
make it to the 2014. I can't blame the media buyer for her attitude, though.
The fact is that during her time in college and career all she has
seen and known is a declining attitude toward print, be it paid or free, home
or rack delivered, newspaper or shopper. Couple that with the worst recession
any of us have likely lived through and voila...drop your price because we
don't see rate card value in your product any longer.
Woe is me, and I mean it this time. I think I have always
been passionate but it's not enough anymore. I think I work hard, work smart
but it's not enough anymore. I know we in our industry have to find new ways to
bring relevance, value and excitement to readers and clients. Jim Cantore is
exciting. I need to be like Jim. And I need to do it before the next storm
comes through. Hope you'll join me.
Drop us a note with comments and ideas on how to get excited in business today. Reach me at tcuskey@scotsmanmediagroup.com. Thanks for your
time!
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