Marketers: a little Jerry Springer will go a long way
I enjoy flying because it is three or so hours of uninterrupted reading time. And, I get to read the airline’s publication, which gives me a glimpse beyond the Republic of Boulder’s take of the world and offers insights of what mainstream America cares about. As a marketer, it is essential to look beyond your world and see what others are writing or speaking, and what people are reading or viewing.
In J-school, a professor encouraged our class to read broadly. I took that to heart and still – 20 some years later – am a junkie for the cheap magazine subscriptions. My wife is always chiding me that there is no way I can read to so many publications – current count includes Fortune, Seattle Business, Bicycling, Money, Advertising Age, Food & Wine, Fast Company, Communication Arts, Utne Reader. She is right; I can’t. Rather than drive myself crazy trying, though, I flip through the table of contents and make sure to digest one or two of the best articles from each issue. It is a wonderful way to read different writing styles, see what is going on in a variety of industries, and gather ideas that might be applicable in my clients’ world.
My wife and business partner had an internship within a city public affairs department years ago. Her boss told her if she really wanted to know what is going on in the world, read People magazine and watch daytime television. While I am not sure I can go there, his point was valid. I would prefer to watch the PBS Newshour, but I might learn a whole lot more from taking in an episode of Jerry Springer once in a while.
