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Diary of a mAD Man

Posted by on Jun 16, 2014

Think of this as random thoughts from a newspaper mAD  Man on an industry that I love.  Yes the pun on the popular TV Series Mad Men is 100% intentional.

I guess you could say I followed in the footsteps of my father who actually worked on Madison Ave, in New York City, from 1966-1985. When he moved us west in 1986, to Los Angeles, his career path followed that of the team at Sterling Cooper Draper Price.  Unlike Don Draper, who is one the creative side of the house, Dad was Media.   Dad’s job was to allocate the clients money to the media which would yield the most ROI or Return on Investment.  Amongst Dads clients were Proctor & Gamble, Toyota, and Yamaha. In fact his launches for Toyota dated back to the Celica!  Dad had a successful 35 year run in advertising.  His retirement and ultimately his passing, he will be gone 10 years on this Fathers Day,  were front page news of Adweek and Advertising Age magazines.

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Advertising in Dad’s era was different. All you really had was Print (Newspapers and Magazines), Broadcast TV, eventually Cable TV, Radio, and Out of Home (Billboards).  Later in his career I learned that Dad’s strength was tech and new media, which today is categorized as digital.  Digital is comprised of, email marketing, behavior and demographically targeted  network banner advertising, social media which is a topic on its own, Pay Per Click, Search Engine Optimization, Local Search, Etc, Etc, Etc.

In 1999, as my Dad put it, I entered his world.  He taught me about cost per point, cost per thousand, rating and share.  Over the last few years we’ve added terms like cost per acquisition and cost per click.  The game hasn’t changed, it just got more complicated.

As the ad agency model has changed, so has the newspaper model.  I cannot begin to tell you how many time a week, or day, I hear the phrase “Newspapers are dying.”  That is the farthest thing from the truth.  My business card actually says Cayuga Media.  Cayuga Media publishes the Citizen (Auburn, NY), The Skaneateles Journal, and This Week in Cayuga County.   Also under that umbrella is auburnpub.com and skjournal.com.  Our rate cards now include email marketing, behavior and demographically targeted  network banner advertising, social media which is a topic on its own, Pay Per Click, Search Engine Optimization, Local Search, Etc, Etc, Etc.

And the role of the reporter model is changing too.  A couple of weeks ago I attended the Cayuga County Chamber of Commerce’s State of the City/County address.  I sat with our award winning editorial staff and I watched them tweet out the key points that would become the backbone of the stories that would appear in the next day’s paper.  This week past we are tweeting from a murder trial that rocked our community.  The role of my newspaper, rather the communities newspaper,  is to provide our audience  news and information about their community whenever and wherever they want it.  Loosely translated that means in print, on the web, or on a mobile device.

As we enter our 198th year of providing news and information to our community I leave you with this thought.  We will continue to provide our community with news and information,  the format will may change, but our commitment to the community won’t.

 

Photo courtesy of Jeff Weigand.

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Jeff Weigand has been described as an analytical, enigmatic, extremely intelligent kinda guy, with a passion for family, food, wine and a good cigar. Jeff is also the Arizona Disseminator for House of Emilio Cigars and a proud Penn Stater.

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2 Comments

  1. Really interesting story Jeff. Thanks for sharing.

  2. Thanks. Rob

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