Comments on: The Area 224 Plan for Newspaper Relevance

By: James Stratford @JRStratford on Twitter

James Stratford @JRStratford on Twitter — Wed, 24 Feb 2010 20:12:23 +0000

Though I’ve not read made to stick yet it’s now on my reading list, based upon the recommendation. To command a higher value things need to be noteable, memorable, and remarkable.

By: Dave

Dave — Wed, 24 Feb 2010 19:45:41 +0000

I had a similar discussion with a business coach yesterday. “How much should I charge for my services?” Answer from me: be the highest-priced provider.

Am I saying that the Sun-Times is worth $2 a copy? No.

But – IDEA ALERT – to brand their people as people I’d pay extra for will make it easier for me to PAY EXTRA FOR THEM later.

By: Lindsay M. Allen

Lindsay M. Allen — Wed, 24 Feb 2010 19:42:48 +0000

I’ve seen this principle applied elsewhere, and with great success. For example, a conference in which I used to be involved was free to attend for the first several years of its existence. When a small fee was instituted for the conference, there were complaints upfront … but in the end, it seemed to create an increased commitment among attendees in terms of attendance at conference events, etc. It’s amazing how placing a higher — even just slightly higher — pricetag on something can actually help enhance the perceptions of it and, ultimately, demand for it. If you’re paying more for something, you’re more committed to it … just like we tend to be with our Starbucks, Dave!

By: Dave

Dave — Wed, 24 Feb 2010 19:09:27 +0000

Thanks, James!

BTW, if you’ve read Made to Stick, you know all about the value local papers put in names. And more names. And even more names. Same stuff might apply here – I saw a paper in a suburb yesterday that was screaming for photos of kids playing hockey, with their names in it. There’s something that you’d get people to buy.

By: James Stratford @JRStratford on Twitter

James Stratford @JRStratford on Twitter — Wed, 24 Feb 2010 17:38:28 +0000

You did a great analysis on newspaper relevance with great examples. Other newspapers would gain some insight into brand,perceived value,website quality and develop the needed focus. It’s great that newspaper companies believe that they are better than others, but many are clueless on how to convey the image they envision to other people as their brand. IE. The Greenfield Recorder and the Springfield Republican here in Western MA. #WesternMA

Thanks for the great blog post!