Yahoo Buying Tumblr: and it’s good news for businesses

Tumblr logo

Yahoo buying Tumblr brings to mind an important question for businesses with an online presence:  Will Yahoo make Tumblr better or worse?

But first to answer a question that many have been asking — What is Tumblr? the confusing answer is a microblogging site where you choose the medium of your blog.    The easy answer is it’s a website where you use a combination of photos or videos along with printed captions to entertain an audience with the attention span of a goldfish (although strictly speaking you can choose any combination of Text, Photo, Quotes, Links, Chat, Audio or Video).  This means no long blog posts just something short, informative and entertaining. 

As soon as Yahoo announced its intended acquisition of Tumblr, bloggers began screaming their disapproval.  But these microbloggers are missing the point — Yahoo doesn’t want Tumblr, it wants Tumblr’s users (mostly Gen Y/Millenials) to start using Yahoo. Yahoo’s current demographics are older adults (Gen Y’s parents), and is having trouble diversifying their consumer base.  Thus Yahoo will be wooing Tumblr’s users, and will be careful not to alienate them.

As Yahoo CEO Marissa Mayer puts it, “We promise not to screw it up.”  Yahoo will be keeping the layout that Tumblr has worked hard to perfect and David Karp, the current Tumblr CEO, will remain in charge with creative power, his current staff and current branding.  In short, post-Yahoo Tumblr will be nearly identical to pre-Yahoo Tumblr.

So why all the hype? We all know that more of the same is bad for business, and we expect 2 major changes that might lure more businesses to Tumblr: Searchability & Advertising.

Yahoo remains one of the top 15 search engines worldwide.  This comes from advanced search algorithms, experience and power.  We expect Yahoo to impart some of this know-how to increase the searchability of Tumblr blogs— thereby helping to expand reach, influence, and the roi of your pages.

Advertising remains the best way to monetize social media, and Yahoo is forecasting a significant increase in the value of Tumblr due to ad-based revenue (remember in 2012 Tumblr had an annual revenue of $13 million but just sold for $1.1 billion).  Bloggers will have the options to opt-in to ads which gets rid of the negative reception for consumers who associate ads with annoyance.

For all of us who have been watching major social networks as they integrate advertisements and sponsored posts, we can recognize the potential inherent in Tumblr advertisements.  We know the value of a Facebook like is about $174.14, and with the continued expansion of social media networks and social media advertising, the value is poised to rise.  Connecting with prospective/current customers has always been important, and Tumblr is no exception.  Every generation has a favored social network and Tumblr will be critical for marketing to Gen Y and Z.

It is our recommendations:  If you’re not currently on Tumblr, then at least advertise on it.  Tumblr is poised to grow, and your company should be ready for it. 

Print Isn’t Dead! – Why You Should Use Traditional Marketing

 Print Blocks

What about Inbound? Who uses print nowadays? Print what?   These are all questions that clients ask marketing professionals as they decide where to allocate the money in their marketing budget.  They think of print as their parents’ marketing techniques and want inbound marketing plans as cutting edge as Google’s.

But these ideas aren’t mutually exclusive, and inbound marketing should never fully replace traditional marketing, because each strategy has its own weaknesses that need to be considered. By merging traditional and inbound marketing strategies, with unified and concise messages, you create more comprehensive and effective marketing plans.

Inbound vs Traditional

Pros: Inbound marketing works off the idea that having a strong web presence (high-quality website, blogs, social media, etc.) will help consumers find your business.  It is an incredibly effective way to help consumers find your company when they need your products or services.

Traditional marketing, on the other hand, raises awareness of your company regardless of whether or not recipients are currently looking for your company’s products or services.  The best benefit of traditional media is its ability to evenly reach consumers across demographics.

Cons: Traditional media is generally seen as more expensive and less efficient, while inbound marketing is dependent on the technological capabilities of your target audience.

Who uses print?

While younger generations are increasingly using the Internet to do everything from making everyday purchases to dating, adults aged 35+ are more likely to be engaged using traditional media (print, TV, radio etc). Coincidentally, older consumers are more likely to have the disposable income needed to buy products and services,  and according to The Pew Internet Project, 1 in 5 American adults does not even use the Internet, and while reliance on print marketing has decreased in recent decades, usage has not.

Today, companies use print marketing when they want to directly target a geographic area, a demographic group, or an industry (trade publications are very effective ways to reach executives in specific industries and hobbyists).

Print what?

So what kinds of printed materials do we recommend for our clients? It completely depends on the type of business and their short-term goals; but print marketing campaigns are generally comprised of direct mail, deliverables, and advertisements in print publications.

Direct mail (postcards, letters, or magazine inserts) and deliverables (fliers, brochures, stationery or anything else that you hand out) provide your audience with tangible pieces reminders of your company.   They reinforce your branding efforts and are effective ways to increase awareness of what your company offers.

Print is arguably the best way to target a segment of the community.  You can refine your campaign by age, occupation, gender, etc.  With a targeted list, direct mail becomes a very affordable way to increase your market share, and since it is integrated with recipients’ mail, it becomes highly likely that your audience will view your marketing materials.

Similarly, well-placed advertisements in trade/cultural/hobby publications allow your company to target leaders in an industry.  While an ad for a top-of-the-line boat engine might seem out of place in your local newspaper, it’s common sense in a boating magazine.  This isn’t to say that daily newspapers and Pennysavers are bad investments.  On the contrary, local publications often offer good rates that will allow you to run more impactful half-page or full-page ads.

Okay, but what about Inbound?

Your print marketing campaigns should NOT replace inbound marketing efforts. Instead, these two strategies should complement each other and work together to impress prospective customers.  Connect print and online marketing by directing customers back to your website or social media pages, use QR codes, or provide your email address.  Lastly, it’s imperative that you have consistent branding — this means using the same logo, color schemes, and messages for online and print marketing.  When you direct customers back to your website, it should look similar to your advertisement, and it should be easy for them to find what you advertised.

Inbound and traditional marketing efforts have an incredible ability to cover each other’s weaknesses. Together, they form a comprehensive marketing strategy and, by combining elements of online marketing and print marketing to promote your business, you will strengthen your brand and will see a better return on your investment.

Need to Reach Civil Service Employees? Advertise in The Chief!

The Chief is a weekly newspaper that exclusively covers civil service in the New York metro area. Over 24,000 copies are distributed weekly on newsstands and subscribers. In addition to the print edition, The Chief now offers a digital edition optimized for computers, tablets and mobile devices. Along with the newly optimized digital edition come new opportunities for advertising.

Advertising space is now available in both the mobile and tablet editions of the paper. A large banner on the main page of the mobile/tablet edition (300×250 pixels) will cost $200 per month, and a smaller banner (300×50 pixels) will cost $125 per month. Banner ads on the article pages will cost $150 per month for the large banner, and $75 per month for the small banner.

There are also new advertising opportunities in the print edition. The Chief now offers a premium front-page display, which is a rectangle ad (4.25”x3”) that appears on the bottom right of the front page of the newspaper. The cost for this ad is $2,000 per insertion and is printed in color. Another new opportunity is a cover wrap, which is a special wrap that surrounds the paper and covers a large area of the front page (10.83”x16”). This wrap is printed in color and costs $9,000 per front-cover insertion, and $13,000 per front-and back-cover insertion.

Standard advertising space is also available in the main print edition, and all print advertisements are included in the online edition at no extra charge. Rates start at $755 for an eighth-page ad in black and white. A quarter-page ad will cost $1,510 for black and white (add $300 for full color), a half page ad in black and white costs $3,019 (add $400 for full color), and a full-page ad costs $6,038 for black and white (add $500 for full color).

If you are interested in placing an advertisement, or for more information, please contact 1-855-PRMG-123 or email at info@theprmg.com.