Archive for the ‘Received Wisdom’ Category
Re-gifting “Scientific Advertising” by Claude Hopkins
Received this full-text, online e-book as a gift in my holiday email from John Forde, the man who heads the Copywriter’s Roundtable. With thanks and best wishes to John, paying it forward to you. Enjoy!
“5 key reasons why newspapers are failing”
A brilliant and unsparing appraisal in two parts by Bill Wyman for Splice Today. If you survive the tour-de-force that is part one, the more proscriptive part two is even better.
Predictably Irrational: The Hidden Forces That Shape Our Decisions
BOOK RECOMMENDATION
A new book by Dan Ariely. Useful if true.
“Good direction doesn’t stifle creativity, it stimulates it.”
This is the BBDO Discipline, a useful four-step method for creating effective advertising and marketing. Learned while I worked at the Boston office of BBDO in the era of Phil Dusenberry and Allen Rosenshine (a golden time despite the fact the agency became better known to the general public as the outfit that set Michael Jackson’s hair on fire).
What Now? What Next?
Costs are up. Response is down. Circulation is falling. Lists are exhausted. Offers are fatigued. Rules are changing. Subscribers are wary. Has there ever been a better time for new ideas in circulation? Here are some things you can do now to survive the tough times so you can positively thrive when — if ever — the going gets good.
Marc Andresseen on the future of the magazine business…
…in a manner of speaking. If you substitute “publishing” for “Hollywood,” and “magazines” for “studios,” you’ll get the idea.
113 Certainties for Circulation Success
Here’s a list of tips, techniques, and truths to help you create winning subscription promotions. Do you know them all? Know a few more I should add? Reply before midnight.
