Super Bowl: 50th big game hardly a classic, few ads were either, though some were memorable
Morning Brief: Local Boston paper shuts down following lost lawsuit having never launched a website because publishers said they would hold back until they found a viable business model
That’s over, the Super Bowl, that is. So now we can shift our attention back to politics – whether we want to or not – which promises as much fumbling and bumbling as yesterday’s game.
This year’s edition of the Super Bowl did offer especially creative commercials, but there were a few bright spots. Doritos remained on their game, though Budweiser’s spots seems a bit lifeless to me.
That one was good, but this one is likely the one most viewers will remember for a while:
At half-time, Amazon ran a spot for the Amazon Echo. At the time it ran I thought it was pretty good. Watching it again I’m not so sure. Nonetheless, it had a good time slot and probably will drive so sales:
The news that another newspaper has folded is, well, not really news. But it is especially so when that newspaper never had launched a website – it dies very quietly.
The Boston Courant, published by David Jacobs (not the same David Jacobs who focused 29th Street Publishing, of course), had never launched a website to support the paper, though it once $50k to have someone in Ukraine to design one. “I won’t launch until I find a viable business model,” Jacobs told Nieman Lab four years ago. “We’ve never come close [to launching].”
In 2013, the paper lost a wrongful termination suit to its former VP of Sales. The award, $239,884, was appealed, but when the court again ruled for the employee the publisher decided to shutter the local paper.
“Given the legal fees and the amount of the judgment, it is no longer feasible for the paper to continue publishing,” the Courant wrote in print.
TNM has been reporting on the efforts by the major magazine publishers to try and build and expand their reach among younger women, a segment many advertisers desire. Another example of this would be the new hubs being created by Pacific Magazines: BEAUTYcrew and StyledBy marie claire.
“Our two new digital properties take Pacific‟s beauty and fashion offerings to a whole new level – expanding our footprint and eco system both to the consumer and the advertiser,” Jackie Frank, Group Publisher, Fashion and Health, said in the company’s announcement.
“StyledBy closes the loop from fashion inspiration to customisation and finally purchase with a custom built
e-commerce platform. It extends the brand footprint, brings our assets and authority to life and extends our revenue streams – whilst at the same time dialling-up audience interest in great fashion shopping,” Frank said.
Following a trend set my other magazine publishers in the US and UK, the effort is an attempt to grow the publisher’s digital audience while hopefully attracting digital advertising that is currently going to Facebook and Google. The idea, it seems, is that brand recognition will trump the huge numbers that can be offered by the digital natives.