{"id":185,"date":"2011-03-18T14:24:59","date_gmt":"2011-03-18T18:24:59","guid":{"rendered":"http:\/\/gregkrehbiel.com\/marketing\/?p=185"},"modified":"2011-03-18T14:24:59","modified_gmt":"2011-03-18T18:24:59","slug":"the-gray-lady-needs-a-new-copywriter","status":"publish","type":"post","link":"https:\/\/gregkrehbiel.com\/marketing\/2011\/03\/18\/the-gray-lady-needs-a-new-copywriter\/","title":{"rendered":"The Gray Lady needs a new copywriter"},"content":{"rendered":"

I just got a long and complicated email from The New York Times<\/i> about their new pay model for digital subscriptions. I think it’s a dumb model (more on that later, perhaps), but what immediately strikes me about it is how the people at the NYT think everything is about them<\/b>. <\/p>\n

Today marks a significant transition for The New York Times as we introduce digital subscriptions. It’s an important step that we hope you will see as an investment in The Times, …<\/p><\/blockquote>\n

What?<\/i> Why do I want to invest<\/i> in the NYT? <\/p>\n

Will I get a dividend? <\/p>\n

This reminds me of the signs I see on the D.C. metro encouraging people to use dollar coins. The “benefit” is that they last longer and save the country money. <\/p>\n

Huh? What do I care about that? I care if it’s convenient to use, if it’s less of a load in my pocket, if vending machines take them, if I’ll mistake them for quarters, etc. <\/p>\n

This is basic marketing stuff. When you’re trying to sell somebody, you tell them how your product benefits them,<\/b> not some weird pitch about how you’re investing in their business or helping them to save money. <\/p>\n

I can understand the Treasury Department getting that wrong. But for heaven’s sake, you’d think the NYT would have a better copywriter. <\/p>\n","protected":false},"excerpt":{"rendered":"

I just got a long and complicated email from The New York Times about their new pay model for digital subscriptions. I think it’s a dumb model (more on that later, perhaps), but what immediately strikes me about it is how the people at the NYT think everything is about them. Today marks a significant …<\/p>\n

Continue reading ‘The Gray Lady needs a new copywriter’ »<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-185","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts\/185","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/comments?post=185"}],"version-history":[{"count":1,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts\/185\/revisions"}],"predecessor-version":[{"id":186,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts\/185\/revisions\/186"}],"wp:attachment":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/media?parent=185"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/categories?post=185"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/tags?post=185"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}