There’s been some controversy over a New York Newsday TV commercial about that newspaper’s iPad app.
<EMAIL RECIPIENTS: CLICK HERE TO VIEW NEWSDAY IPAD APP COMMERCIAL>
The rumor is that Apple has apparently expressed discontent with its product being destroyed in front of millions of eyes. Maybe in Cupertino, that's a big deal, but it wasn't what caught my ear.
The questionable strategic move in this commercial revolves around Newsday smashing its own brand with the statement, "The new Newsday app is better than the newspaper in all kinds of ways."
What?
There’s nothing wrong with creating incredible applications on new platforms for a legacy product, and providing digital access on a great gadget. But to denigrate one’s core brand and the place where hundreds of thousands of consumers access that product – that’s a whole other thing. What do you figure – 99% of the Newsday readership doesn't own an iPad?
Newsday deserves credit for embracing new technology, and even commissioning marketing to draw attention to it.
But at what cost?
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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