media
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I don’t know it all, but I’m not concerned because you don’t either. No one does. But the longer we do something the more experience and, usually, better we get. This is true as true of copywriting as it is of, say, welding. A downside of experience, however, is the potential for complacency. So, instead…
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In 1986, you paid for reach. In 2026, you’re still paying for reach. Whether you’re selling a toothbrush or accounting software, you want eyeballs, so you market across multiple channels, pull a bunch of marketing levers, and add up the reach. 10-thousand people. 10-million people. One billion pea . . . not so fast. If…
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“We are everywhere on social. We’re spending a ton of money. We’re doing email. Why isn’t it working?” Why do brands who value marketing and are thus willing to commit a budget to marketing fail to see the expected results? There are a variety of reasons, of course, but a common theme is despite spending…
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The business world has always been plagued with jargon. Marketing seems especially inundated with the buzzword of the week as old concepts get rebranded or terms get invented for the sake of naming everything. Some terms and acronyms make sense and are helpful, but unfortunately many of these buzzwords, which have gotten out of hand…
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We’ve all heard the phrase “content is king.” Bill Gates made the phrase buzzworthy when he authored an essay titled “Content is King” back in 1996. Before Gates penned his piece, the phrase was the mantra of Viacom’s Sumner Redstone. Same phrase. Two different meanings. Redstone was talking about the power of ownership and distribution…
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We are, as I’m very sure you’re well aware, in a digital age. Just about every one of us receives media digitally and does so every day. For those of us on the content creation side, this has changed the paradigm for how media needs to be put together. Not that long ago, the main…
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Do you like being lectured? How about being pitched something over the phone? What about a conversation with a trusted, good friend that you can readily relate to and who has something interesting to say? That last one sounds like the desirable option, of course. That’s how you should approach writing. Engage the audience. We…
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If you read enough of the writers that are considered to be the greats, you’ll quickly realize that the rules, as far as grammar goes, are made to be broken. Writers such as Hemingway and Twain took certain liberties, but they also knew good writing was no accident. Below are some quotes from well-known authors…
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Saying the cover of a magazine is the single most important page isn’t exactly the most profound statement to be made about media. And yet many magazine architects seem to ignore the fundamentals of cover crafting. Making matters worse, covers, especially cover lines, are often the last thing checked off the list, whipped up as…
MATT HIGGINS 