October 25, 2016 Last Updated 7:52 am

Apple Q4 earnings preview; Trump TV looks for investors

Morning Brief: JWT launches its own pop-up magazine called ‘Glass’ – a trend that could grow as companies return to seeing digital magazines as an affordable and creative way to produce promotional material

There is far less anticipation surrounding today’s Apple earnings announcement than I can remember. The expectation is that the Cupertino company will report lower overall revenue due to slowing iPhone sales.

But it has been a hell of a ride. Since 2001, Apple has been able to report an increase in revenue each quarter over the same quarter the year before.

It all started with the iPod.

It was the decision to enter the consumer electronics field with something other than a new computer that turned around Apple’s fortunes. But it wasn’t really a radical move, just an effective one. Apple had launched other products, such as the Newton, that I am sure they thought might be a hit. But the iPad – then, of course, the iPhone – changed the company.

If I remember correctly, I reaction to both the iPod and iPhone was “yeah, but what is going on with the Mac?” I still react that way to most product launch events.

Venture Beat:

Apple Q4 earnings expected to reveal first annual revenue decline since 2001

As corporate winning streaks go, Apple has been on a pretty good one: 14 straight years of revenue growth.

The company will likely confirm that this streak has come to an end when it reports fourth-quarter earnings tomorrow. For the fiscal year 2016, ending Sept. 30, analysts’ estimates anticipate that Apple will disclose $215.67 billion in annual revenue. That would be down from the $233.72 billion it reported for fiscal year 2015.

The Trump campaign has begun producing it own news shoe, using Facebook Live. There has been a lot of speculation that the entire Donald Trump candidacy has been about launching a new TV venture. I’m not so sure, I think that has been the idea behind many of those who have attached themselves to the campaign, but I think The Donald has been going along with the concept because, like most of his other ventures, it involves other people’s money and just him slapping his name to it.

So, it is not a surprise that his surrogates may be out there looking for investors. The first question I would ask would be “so, how much is Trump putting up?”

USA Today:

Fed up with media, Trump launches his own ‘nightly campaign coverage’

trumptv-screenThe Trump campaign launched what it says will be “nightly campaign coverage” in a live broadcast on the Republican nominee’s Facebook page Monday night.

The coverage began at 6:30 p.m. ET, the same time as most network nightly newscasts. Hosted by Trump campaign advisers Boris Epshteyn and Cliff Sims, the show was broadcast from the campaign war room in Trump Tower via Facebook Live, the social media platform’s live streaming feature…

…Trump has derided the media and alleged bias throughout the campaign, but he has ramped up his criticism in recent weeks. The campaign says it intends to use Facebook Live broadcasts to take the candidate’s message directly to the voters.

Financial Times:

Trump son-in-law makes approach on post-election TV start-up

Donald Trump’s son-in-law Jared Kushner has informally approached one of the media industry’s top dealmakers about the prospect of setting up a Trump television network after the presidential election in November…

…Establishing a Trump television network would be difficult, even with a potentially large audience for its programming.

Cable and satellite companies are loath to take on extra channels in an era of shrinking audiences and “cord-cutting” — the cancellation of pricey pay-TV subscriptions in favour of cheaper, online alternatives. An “over the top” digital service would be one possibility but still costly because Mr Trump and Mr Kushner would need to spend heavily on marketing, talent and technology.

Roger Ailes, the former head of Rupert Murdoch’s Fox News Channel, is a friend of Mr Trump’s but would be prohibited from working on a Trump television venture by the terms of his exit agreement with the news network.

If you saw a newly launched, 116-page magazine that contained no advertising you might say to yourself “well, that won’t be around long.” But if you saw that the magazine came from a major ad agency you might scratch your head and wonder what was going on.

‘Glass’, created by J. Walter Thompson in partnership with Getty Images, is a perfect example of content marketing. But if I published a trade magazine in the ad space I know how I would react.


Why You May Soon Be Seeing More Agencies Launching Their Own Print Magazines

glass-magazine-1-300“So often when you’re presenting trends, it can seem somewhat intangible and quite often brands will come to us and say, ‘What should I do with this data?'” said Lucie Greene, worldwide director of the Innovation Group at JWT. Greene’s team created the magazine, titled Glass, mainly to present current and potential clients with digestible stories—from the benefits of co-working spaces to the evolving luxury landscape—that theoretically will help brands and the agency create more effective marketing campaigns.

JWT isn’t alone in its foray into magazine publishing. Huge launched its own digital magazine, Magenta, in early October while R/GA continues to invest resources into its own title, FutureVision, which will be getting a print and digital redesign with the release of its Nov. 4 issue.

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