Local Blogger Fails Marketing 101

Successful marketing is knowing who your customers are and then selling to those customers. Unsuccessful marketing is ignoring customer needs and selling products that makes the seller feel good. It is the latter that our local liberal blogger wants The Union to do. Abandon their real customers and write for customers that would make our liberal blogger feel good.

In a comment on a rant against the Union Editorial Board Jeff P writes:

What I find interesting is that our son is enjoying reading these print newspapers, which I find ironic for an iGeneration lad. I suspect he will go away to college. Whether he returns here for a job is an open question. The Union could play a real leadership role in creating a “sustainable” community for our son and his friends, but it chooses to cater to the older, declining demographic. It isn’t setting much of an example.

Jeff P. wants The Union to abandon its current readership and focus on a younger generation of readers, to help create a “sustainable” community for his son who reads print newspapers. But, do his son’s friends?  What do we know about younger readers? According to the Pew Research Center’s Project for Excellence in Journalism:

But there are some important areas of difference between mobile and general news habits-particularly among young people. While they are much lighter news consumers generally and have largely abandoned the print news product, young people get news on mobile devices to similar degrees as older users. [Emphasis added]

More details can be found in the substance of the report:

These are key findings of an analysis of mobile news habits across a variety of demographic groups. This report builds off an earlier PEJ and The Economist Group report, The Future of Mobile News, which found that half of U.S. adults now own mobile devices and a majority use them for news. Both reports are based on a survey of 9,513 U.S. adults conducted from June-August 2012 (including 4,638 mobile device owners). Men, especially young men, are heavier mobile news consumers than women. More than 40% of men get news daily on either their smartphone and/or tablet, compared with roughly 30% of women.

All print newspapers are in trouble, local, college and national papers, as their customers seek digital news sources, which are unfiltered by the editorial policies of the provider. I find it interesting that in the digital age bloggers can be more effective in getting to the root of a story. The recent University Virginia Gang Rape story in Rolling Stone, jumped on by the main stream press, started to unravel once a blogger started checking the facts in the story.  Something that none of the main stream newspapers did.  The Union publishes the crap science provided by the AP on global warming, but never dig into the real science. Bloggers have to provide the facts.

Newspaper customers are looking for news that is credible, be it on dead trees, on an iPad, or a smartphone. Today most TV and major newspapers are megaphones for the Democratic Party and their liberal/progressive agenda, That is a credibility destroyer for most of the thinkers in the market for news. Most media (except Fox News) supported Obama and Obamacare, and now we are beginning to get the facts. Facts that news consumers had depended on media sources to dig out and share with the readers and voters.  They failed, and now their credibility is on the line.

The Union created it’s new Editorial Board with a wide cross section of community voices in an effort to broaden the audiences it reaches. An attempt to meet the needs of it’s market. It disturbs our local lefties that many of the conservative on the Editorial Board are more productive in providing view points and counterpoints.  Yet, it is rare to see the complainers writing counter points.

Creating a broad based Editorial Board seems to be more productive than writing for a young audience that does not read newspapers, and have little interest in what the conservatives or the liberals on the Editorial Board have to say. They are more interested on the latest Facebook and Twitter chatter, some of which is realtime news.

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About Russ Steele

Freelance writer and climate change blogger. Russ spent twenty years in the Air Force as a navigator specializing in electronics warfare and digital systems. After his service he was employed for sixteen years as concept developer for TRW, an aerospace and automotive company, and then was CEO of a non-profit Internet provider for 18 months. Russ's articles have appeared in Comstock's Business, Capitol Journal, Trailer Life, Monitoring Times, and Idaho Magazine.
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43 Responses to Local Blogger Fails Marketing 101

  1. Russ Steele says:

    I you are missing a comment posting, it was removed for lack or relevancy to the blog post. At least contribute to the discussion before hurling sharp sticks at each other.

    Like

    • jeffpelline says:

      Russ,
      “If you can’t stand the heat get out of the kitchen.” ROFLOL!

      Like

      • Russ Steele says:

        Look if you do not like how I run this blog, the exit is on the right. I do not tell you how to run your blog and I am not going to let you tell me how to run this blog. The exit is ——> Here!

        Like

      • jeffpelline says:

        Russ,
        I would never come to your blog if you did not misrepresent what I write.

        Like

  2. RL Crabb says:

    My guess is that retirees, especially those with $$$, aren’t flocking to Nevada County because it’s becoming too damn expensive to live anywhere in California. Every year the legislature tacks on a few dozen more spendy regulations (sprinklers, plumbing upgrades, etc.) making it unrealistic for younger families or retirees. And eventually they’ll gut Prop 13 to make matters worse.
    Always fun to see lovebirds Jeff and Todd sparing. Keep it up, knuckleheads.

    Like

    • Russ Steele says:

      RL,
      Thanks for the insight. I agree it is becoming too expensive to live in California. And the regulations are enough to choke a mule, We recently sold some property in Mendocino that we has held for 15 years. It was an undeveloped lot and the disclosure forms for naked land was almost a 1/4 inch thick. This is he first time that I felt the Real Estate Agent earned every penny of his fee. Cannot imagine what it is going take for a residence.

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    • Todd Juvinall says:

      I actually agree with Crabbgrass about the costs of building. I know many people who have bought theose Del Webb homes just across the border in Nevada. Taxes and costs are a lot less. I also agree I am a knucklehead, good call.

      Like

    • Barry Pruett says:

      Crabb: Now that is a good insight. It used to be pretty popular for law enforcement from the Bay Area or LA to move up here, but now they are taking their pensions to Nevada (no income tax) where the pension cannot be taxed by California. That said, I do not see Nevada County getting any younger as the FUE seems to believe.

      (BTW and just to correct the faux journalist and former editor of the Union, Ohio State won 59-0, not 52-0, and yesterday the playoff selection show was at 9:30am. Obviously our “award winning journalist” is not a real college football fan or he would have known that.)

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      • Todd Juvinall says:

        The Del Webb development on the other side of Boomtown is sold out and most of the hundreds, maybe thousands of un its, are bought by Californians.

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  3. fish says:

    He has his script and he’s sticking to it.

    He’s not going to influence the direction of the Union but is well within his rights to criticize so I don’t know why you bother Barry?

    You should heed the advice you offered to me…ignore him…he’ll skulk back to his chili fries and sock puppets.

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  4. Barry Pruett says:

    Pelline attempts to obfuscate. Ok. Please explain why The Union should market to youth when the demographics of Nevada County are that of older folks. If schools are losing kids and population remains constant, the population must be getting older. Hint: Because I said so does not qualify as an answer.

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    • jeffpelline says:

      Barry,
      I thought you were going to watch a football game (BTW, it was over on Saturday and OSU beat Wisconsin 52-0). LOL. The premise, made up here by Todd and accepted in the “circle of stupid” as gospel, is that the population is remaining constant in our western county. It is not remaining constant — it is declining. Russ has acknowledged this in his own posts, citing census data. It also is getting older. Older people die sooner than younger people (and before that they may lose their reading ability), as the actuarial tables in your little will-writing business (AKA “Law Office of Barry W. Pruett”) tell you. So you need to replace the older customers with people who will have longevity and loyalty (also known as younger people). Otherwise, your pool of customers continues to shrink. As it shrinks, you have to raise your prices on the existing customers (as The Union is doing in raising its subscription rates), and you risk losing even more business from a shrinking pool.

      Is that any way to run a business? No.

      The real issue here is that the right-wing activists who comment and post here (AKA “the circle of stupid”) is worried that it will lose its “voice” if The Union seeks out younger readers whose political views often clash with their rigid ideology. Well, that’s a decision The Union is going to have to make about its future.

      Like

      • Todd Juvinall says:

        Barry, as you can read Pelline is changing the “facts” of his bogus conclusions. Now that he is running a failing magazine (I heard that on the streets), he is desperate to get publicity. I also heard that his “news” stories AKA articles, are paid for by the subject of the article. Now if that is true what does that say about Pelline? He is just a frustrated fellow, booted by a much better and well liked man we all like, Jeff Ackerman. Anyway, simply put, the population has stagnated and our county attracts older people coming from the big city and they buy the houses here. They also do the shopping. So his basic premise is totally flawed.

        Regarding your attempt at elected office. At least you had the cajones to run. People like Pelline, our local “yellow journalist” and a man no one likes, just carps from the sidelines. No guts, no glory. As always, LOL!

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      • jeffpelline says:

        Todd,
        My business is profitable and I am earning 2X what I earned at The Union. Not only that but I can tell people like you that you are a moron — to your face. It’s a “win-win-win.” BTW, our western county is no longer attracting older people from the big city to buy houses in the way it once did, as I said earlier. It the past our community has depended on this “trickle down” of big-city migration, but it isn’t happening as much as before, real estate agents will tell you. Our real estate market remains challenging. And it has a lot of people worried. One of my concerns is that people get wind of people like you living in our community and decide to move elsewhere. After all, the internet is changing how we communicate. LOL.

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      • Todd Juvinall says:

        So the rumors your magazine is a big loser is not true eh? Then why is the street saying that? Also, is it true people have to pay to have you do those articles on their businesses? That is what is going around town. Apparently your credibility is moot here. No one likes you. I am surprised that your “yellow journalism” and personal attacks have not opened your eyes to how the community views you. Anyway, I have many friends and among them are the fellow that booted your butt from the Union. He is certainly a much better man than you.

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      • jeffpelline says:

        Todd,
        In your ongoing race to the bottom of the barrel, be assured that my business is profitable and it sells ads in exactly the same way as The Union does. The real issue here is that you made up a “fact” about population growth (or lack thereof) in the political circle of stupid and have resorted to baseless personal attacks because you’re just not very bright.

        Like

      • Russ Steele says:

        OK, let get back to the subject at had, it is not Todd

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      • Todd Juvinall says:

        So you use the same practices as the Union newspaper to sell ads. OK., now I understand. You trash the Union but employ the same business model. Got it. As always, LOL!

        My “facts” are not made up. Your facts are fabricated from whole cloth Pelline. The population is stagnant at 100k and the schools are closing, consolidating and teachers are leaving. I think I read all that in the GASP! Union! Your magazine is a comedy and most people in the community know it and have told me that. You just don’t have the cajones to admit it. And again, LOL!

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      • jeffpelline says:

        Russ,
        Let me get this straight: You write a misleading post to begin with, it prompts me to come here to clear it up, Todd launches a personal attack far off topic and you say “let’s get back to the subject at hand.” That’s hilarious. A kangaroo court, to be sure. ROFLOL.

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      • jeffpelline says:

        Todd,
        The population in our western county is not “stagnant”; it is declining. And growing much slower than the state as a whole. You have no idea what you are talking about. Then you resort to baseless personal attacks because you’re too foolish to debate the merits.

        Like

      • Todd Juvinall says:

        Jeff, step away from the computer, you are making a fool of yourself. Besides, you started this and I have finished it. You are an amater. Your facts are bogus.

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      • jeffpelline says:

        Todd,
        First you said the population was “constant”; then you said it was “stable.” No, Todd, it’s falling. Get your facts straight instead of launching baseless personal attacks when you get called out on it.

        Like

      • Todd Juvinall says:

        If you have the links for your facts then supply them. If not you make up your own facts. The county has been at 100k for many years. I define that as stable and stagnant. Jeeze. And as always, LOL!

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  5. Barry Pruett says:

    Instead of having a rational discussion, Pelline attacks, attacks, attacks. FUE made the allegation that old people are not moving here? Todd (uncharacteristically, LOL) makes a solid and logical argument against such allegation. Pelline’s response? Todd does not have a girlfriend. Classic Pelline. The fact of the matter is that The Union does a great job as our community newspaper, and because Jeff Pelline was let go from The Union, he needs to discredit them. The whole thing is silly. Keep up the good work Hemig.

    Like

    • Todd Juvinall says:

      Barry is right on the mark. It is simply the facts on this that Pelline is way off. I too would like to see his facts. I mean come on Pelline, you were once the Editor of the Union until you were shown the door. So I would expect more facts and less BS. If not, then you personally have confirmed what we all thought about you when you were running the papers stories. Biased and made up from whole vloth lib crapola.

      Oh, as far as living alone? I have a kitty cat and a little black book too. LOL!

      Like

    • jeffpelline says:

      This is a “solid argument” to Barry: “Also, if he wants to replace his sorry butt when he croaks he better get busy and make one point one more chill in.”

      Is that how you write your legal briefs, Barry? Sort of says a lot about your “standards,” whether it is a newspaper, your understanding of our county’s demographics, a political candidate or whatever. You will defend the indefensible just to score political points. And no, Jim Hemig won’t get you elected to political office, either. LOL.

      Like

      • Barry Pruett says:

        Pretty sure this is an example of why you got fired from The Union. Instead of addressing Todd’s argument (which is fatal to your position by the way), you attack me. If you are an award winning journalist, then Todd will win a Pulitzer. Good day my friends! Off to watch the Buckeyes go to the playoffs!

        Like

      • Todd Juvinall says:

        Barry has hit the nail on the head. When Pelline is defeated in the battle of the idea, he lashes out and attacks as a diversion. He thinks no one will notice his “facts” are his own. Jeff Ackerman sure did the community a favor when he booted this fellow from such an important position in the community. We all knew the press members like Pelline were making stuff up. Especially “global warming” and the economy.

        Like

      • jeffpelline says:

        Barry,
        Your are defending a sentence that reads: “Also, if he wants to replace his sorry butt when he croaks he better get busy and make one point one more chill in.” I guess this explains why you lost your clerk-recorder race in every precinct. As you know, I was not “fired” from The Union. But you were certainly “fired” in your attempt to be a public servant. And you haven’t recovered from it.

        Like

  6. Todd Juvinall says:

    My goodness. Schools closing, schools consolidating, teachers leaving, Hmmm. Now what does that mean? Oh yeah, declining population of young families. Since our ounties population is stagnant, that must mean that old geezers like Pelline are backfilling the young folks leaving. Also, if he wants to replace his sorry butt when he croaks he better get busy and make one point one more chillin. Jeeze, he can’t even do that apparently.

    If it were not for this blog and RR he would have nothing to do. What a hoot!

    Like

    • jeffpelline says:

      Somebody should hide Todd’s keyboard from him at night. But from what I understand, he’s all alone. What a surprise!

      Like

      • Russ Steele says:

        Stick to the subject. Todd is not the subject of this post.

        Like

      • Todd Juvinall says:

        But Jeff, I am trim and fit and can still eat all those chili cheese fries. LOL!

        If it was not for me you would have nothing to write about on your echo chamber blog. What a hoot!

        Like

  7. jeffpelline says:

    Poor George. He does not understand that people are no longer retiring in our community in the numbers they once did. He does not understand that “white flight” from Simi Valley — where he came from — is no longer an economic development strategy for our community, because younger generations don’t think like his. Meanwhile, we need to come up with economic development strategies that encourage young people to get an education and “come home.” We have a very long way to go.

    Like

    • Russ Steele says:

      Jeff,

      Can you back up your claim that people are not retiring in Nevada County with some facts? Were did you get your information. Schools are closing, young people moving away, but the population is staying relatively static. Who is back filling the loss of young people?

      Like

  8. jeffpelline says:

    Russ,
    What would you have to write about if it wasn’t for my blog? An obsession with the FUE and his joy of farmers markets is what got you “fired” (using your own words) to become the “Former Union Columnist.” You wrote this ridiculous column, and it was the last straw for Jeff A: http://ncwatch.typepad.com/media/2010/04/-are-farmers-markets-better-for-the-environment-.html Simply put, The Union better start focusing on a younger generation of readers because yours (and your Scrooge ideology) will not make it “sustainable.” And you twisted my words (again): It’s not about print or online; it’s about the content, and that is what needs to be made more compelling to the younger generation.

    Like

    • Russ Steele says:

      Jeff,

      The article was never submitted to The Union, so it was never rejected by The Union. If you were to read the comments on the article all this was explained and discussed. I encourage every one read the article and refute my numbers. I encourage all readers to show me what makes this a ridiculous analysis. Show us your numbers demonstrating the errors in my analysis. My guess is you are in capable of doing the analysis and the math involved, so I am not going to hold my breath.

      Like

  9. gjrebane says:

    As ever, the leftwing ideologue is a thinker in stasis. I have now heard almost ten years of this uneducated scribbler attempting to decipher the dynamics of Nevada County demographics. He still cannot figure out there is no evidence that the county’s older cohort represents a “declining demographic”. People with 3-digit IQs know that in any population segment it is the input minus the output that defines its net behavior. In our county as the older die or move away (because we don’t offer a mid-residence between acreage and nursing care), new retirees move in to replace them. After all, we are a desirable retiree community and people are retiring in greater numbers every day. However, the progressive mind is such a burden and barrier to clear thought, and when subjected to a preparation of progressive education, the resulting product is irredeemable.

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