2013-05-21T05:48:28-04:00 Mark Knight http://www.huffingtonpost.co.uk/author/index.php?author=mark-knight Copyright 2008, HuffingtonPost.com, Inc. HuffingtonPost Blogger Feed for Mark Knight Good old fashioned elbow grease. tag:www.huffingtonpost.com,2013:/theblog//3.2999679 2013-04-03T11:20:54-04:00 2013-04-05T10:08:41-04:00

Mark Knight http://www.huffingtonpost.com/mark-knight/
Following the Telegraph's move other newspaper companies will be no doubt evaluating if it's also time for them to start charging for digital access now that three media groups have taken the decision to make the move.

It's nearly three years since News International announced it was going to follow the FT and charge people for reading the the websites of The Times and Sunday Times by preventing any access to its content unless a person had paid a subscription fee. The News International announcement in 2010 caused a collapse in online traffic for both The Times and Sunday Times dropping from 27 million to 2.7 million a month.

The two Times' publication now have around 130,000 paid-for subscribers to their websites and tablet editions way below the figures when access was free. But as the pioneer of charging for access they have been through the worst and will be pleased to see other publishers following suit.

The Telegraph group has chosen the so-called pay wall with a gate route. This allows free access to 20 articles a month and thereafter they will charge readers from £1.99 to £9.99 per month depending on their package.

The decision to charge for editorial digital content will be compelling given that printed newspaper circulations are going into freefall. Over the last five years the total paid for daily newspaper circulation figures have fallen by 2.6 million, equivalent to over 22% of total circulation. During the same period the decline in the total average Sunday paper circulation has been even more dramatic, falling by almost 28% equivalent to more than 3.3 million copies.

While printed circulations have fallen UK national newspaper websites enjoyed a bumper start to 2013, with all reporting double-digit month-on-month growth in January.
Mail Online led the way, adding almost 1 million average daily unique browsers month on month to end up just a shade below 8 million, a new record.Guardian.co.uk also set a new traffic record with 4,319,370 average daily unique users , an increase of 17% month-on-month.

This pattern of declining newspaper print sales is easy to spot if you walk through the average commuter train where the sight of a paid-for newspaper is now a rarity compared to the norm of 10 years ago. Such a journey also provides evidence of the booming sales of computer tablets.
According to YouGov market research commissioned by Newsworks (formerly the Newspaper Marketing Agency) conducted at the end of last year 29% of the UK population (12.2m people) now own a tablet with a further 7% of people planning to buy a tablet device in the next few months.

The YouGov study also revealed that people were more likely to read news on a tablet, with the most marked increase among younger readers. Among 18 to 24-year-olds, 54% said they would use the tablets to read more news, as did 60% of 25- to -34-year-olds.

According to the survey, 18- to 24-year-olds were the most likely age group to download an app from one of the UK national newspaper, with 40% saying they would, compared to the average across all demographics of 30%.

So the rise in tablet ownership could be a lifeline for beleaguered publishers if they can switch readers to paid for apps. Some progress is already being made with three of the 10 most lucrative iPad apps on the UK App Store in 2012 belonging to The Times, Daily Telegraph and The Guardian.

The big challenge for newspaper publishers, especially those at the quality end, is that the majority of their revenues come from advertisement sales. With digital advertising charges nowhere near the levels gained from the printed paper, £1500 per page on The Times app compared to over £27,000 in the printed paper, it promises to be tough times ahead for the printed media.

When Rupert Murdoch faced the Leveson enquiry he predicted there may be no printed newspapers in 10 years time. Time is fast running out for the press barons and their printing presses.]]> tag:www.huffingtonpost.com,2012:/theblog//3.2086857 2012-11-07T03:41:11-05:00 2013-01-06T05:12:01-05:00

Mark Knight http://www.huffingtonpost.com/mark-knight/
Many companies will use these matches to entertain their most important clients offering a rich menu of top class rugby and 'haute cuisine.' But I doubt many hosts will be bold enough to tell their guests that the feast before them provides one of the best examples of the mental approach required to succeed in business.

For many years I have told prospective and existing employees that rugby, as well as a few other team sports (apart from football/soccer), provides valuable lessons for business professionals. Most listen with a bemused expression as I talk about the sporting attributes of rugby and how they relate to business.

If I was given the authority to rank rugby players in terms of their ability to provide the ultimate business lesson then the New Zealand 'All Blacks' captain Richie McCaw would be a professor. With 113 caps for New Zealand, 101 on a winning side, he displays higher levels of courage, confidence, tenacity and teamwork than most of his sporting rivals and probably the majority of CEOs from the Fortune 500.

Whenever McCaw and his team take to the field they have completed a lengthy due diligence on the opposition and have rehearsed their game plan time and time again. Training always includes 'what if scenarios' so they can adapt to situations when the play breaks down, which is an inevitable situation for companies as well as rugby teams. If someone makes a mistake there is no blame culture, merely the acknowledgement from the skipper and other senior players that sport (business) is full of challenges and that you should learn quickly and move on.

This is an important lesson for the business world. A blame culture will erode teamwork, inhibit creativity and stop people taking risks and making valuable suggestions. People will spend more time thinking about covering their mistakes than taking the initiative.

McCaw has enormous mental strength and a strong team ethic. Even if confronted by a thundering herd of English or Springbok giants he will not hesitate to put his body on the line. He is not interested in galloping around the field in search of his own glory. Such an example ensures that personal glory always come second to collective achievement. Successful rugby teams, like prosperous businesses, are built on the strength of the team not on the brilliance of one or two talented individuals.

Whenever McCaw has scored one of his 19 international tries there is no swallow dive over the line followed by a wide armed breast beating victory salute. He just gets to his feet, shakes a proffered hand and jogs back to his own half ready for more work. Such humility is an important attribute for any leader. Leaders with humility direct their ego away from themselves to the larger goal of leading their company to greatness.

Facing a TV interview at the end of the match McCaw always praises the opposition with genuine respect before acknowledging, modestly, the team's hard fought victory.Respect for your competitors ensures that over confidence never erodes your competitive edge. Psychologists have determined that over confidence causes business people to overestimate their knowledge, underestimate risks, and exaggerate their ability to control events. A dangerous mix.

The business world is always eager to adopt new management techniques and lessons to improve their performance and profitability. The autumn rugby internationals should be compulsory viewing.]]> tag:www.huffingtonpost.com,2012:/theblog//3.1889883 2012-09-18T11:26:40-04:00 2012-11-18T05:12:02-05:00

Mark Knight http://www.huffingtonpost.com/mark-knight/
The previous contest for the White House in 2008 went down in history as the first election to be heavily influenced by the new social media phenomenon. Many voters, especially those who were voting in a political election for the first time, used social media sites to talk to their friends about the voting process as well as posting a record of their experience in pictures and video. Nowhere was this more evident than on social networking site Facebook, where users sent each other virtual Obama or McCain buttons, or pledged their support to either candidate with wall posts on their respective pages.

A day before the 2008 election Barack Obama's followers on Facebook and Myspace dwarfed those of John McCain by nearly four to one. Obama's campaign films specifically created for YouTube were watched for 14 million hours, equivalent to a broadcast TV spend in excess of $47 million, more than nine times his Republican presidential rival.

The Democrats mobilized supporters and organized digital communities and raised $600 million from three million people through barackobama.com. With corporate America funding the Republican Party it provided a vital resource of funding for the Democrats.

Fast forward to 2012 and Chris Hughes, one of the three co-founders of Facebook, has been recruited to increase the effectiveness of Obama's digital campaign. Social media and online news now rapidly outpaces TV news channels and print as the preferred method of voter and donor news gathering and the political parties have not been slow to recognize this shift in media power.

Obama has built on the social media lead he gained on the Republican party in 2008. Based on analysis by SBS World News Australia, Obama had 28,658,765 Facebook fans but also 19,806,314 Twitter followers. Republican candidate Mitt Romney (whose Twitter profile simply reads "Former Governor of Massachusetts") had just 6,961,665 fans on Facebook and 1,123,637 followers on Twitter in comparison. According to SBS World News, the Obama team's online popularity is due in part to the "more sophisticated way" they are using the available communications tools.

It seems that the Obama team understands the language for social media better than his Republican rival. They're "willing to be lighthearted and jokey" and their social media language and graphics have a tone and feel which sits comfortably with the digital world. Romney's approach is more traditional and is reminiscent of a 65-year-old encountering social media for the first time and trying to force the pace.

Obama is also eager to experiment with the latest social media techniques such as 'hangouts.' Over 200,000 people recently tuned in to Reddit to see Obama take part in what's known as an "AMA" -- Ask Me Anything. He personally answered over 1000 questions, no minions intervened, ranging from politics, to philosophy, to Washington's secret beer recipe. Obama received a mountain of praise for his efforts.

But will all this social media activity keep Obama in the White House? If the Internet were to decide who will be the next U.S. President, Barack Obama would win by a landslide. However, the most recent polls paint a drastically different picture. They show that the candidates are virtually neck and neck.

The true test of whether the ease and speed of social media to deliver and spread campaign messages will reap a political dividend for the Democrats will be decided in November. If the Republicans get wise to the benefits of a progressive social media strategy and utilize the traditional advertising armory of negative campaigning, the online election may just start heating up.

Editor's Note: This post has been updated to reflect independent research conducted by SBS World News Australia.]]> tag:www.huffingtonpost.com,2012:/theblog//3.1678887 2012-07-17T19:17:18-04:00 2012-09-16T05:12:12-04:00

Mark Knight http://www.huffingtonpost.com/mark-knight/
While the legendary Mick Jagger and Keith Richards have shared the writing duties for some of rock's most legendary numbers -- "Sympathy for the Devil," "Jumpin' Jack Flash," and "Honky Tonk Woman," to name but a few -- it's the pale, languid Richards that is usually pursued by the media for the best soundbite.

Richards, once described as "mad, bad, and dangerous to know," speaks like he lives. "It's amazing -- most of these pictures I think, 'Where was the cameraman?' I don't remember them being there," he said at the exhibition's launch. He did admit to having certain regrets: "I wouldn't have taken certain things if I'd known what I'd have to do to get off of it." Media coverage and ticket sales have taken off as the crowds flock to catch a slice of rock and roll history.

While the Stones were continuing to strut their stuff at a gallery next to the River Thames, another Londoner hero, Bradley Wiggins, has been carrying all before him in the world's toughest bike race, the Tour de France. By virtue of being the race leader he is obliged to attend a daily press conference and the results have been box office material compared to the normal dull analysis from the leader of the peloton. To illustrate, one of his colorful and forthright statement has included: "I'm not some s-- rider who has just come from nowhere. I didn't lose my cool on Sunday, I just said what I think. It's completely different. If I'd lost my cool, this table would've been on the floor down there." His Sky bosses must have been envious of his forthright approach given the generous portions of humble pie that they had to consume at the Leveson inquiry.

In the fast-expanding media world, choosing the right soundbite is a vital ingredient of any interview. Journalists need to bring color to their stories, and bland corporate speak is unlikely to please their editors competing for digital page views, the new holy grail of editorial success.

One of a journalist's pet hates are the dull and boring comments people include in appointment press releases. All too often they begin, "I am delighted that John Smith is joining our executive team. John brings a wealth of experience...." and so it goes on. Wouldn't it be better to offer some more meaningful material such as, "I have known John Smith for over 10 years and he is a great operator. He combines a sense of humour with an impressive ability to motivate his colleagues and excite his clients. We expect that he will bring some added flair to our business."

Conveying something meaningful in a few words can be difficult. If you are stuck for ideas take a look at the quotes that have appeared national newspapers, magazines, and websites. Keep an ear out for soundbites as you have conversations in your office, what are intended as throwaway comments during office banter often contain a gem worth saving.

Richard Branson, no stranger to self publicity, is a master of the media soundbite. When launching Virgin's new in-flight casinos and beds for the Airbus A380 his comment, "With casinos and private double beds on board, customers will have two chances to get lucky," was an immediate media hit.

It's always worth thinking up a few strong comments in advance of the interview. Trying to spontaneously come up with a fantastic comment is never easy and if you don't own the company, like Richard Branson, you need to ensure that nobody can be offended.

Make your comments strong and clear to understand. Invariably metaphors or mayhem descriptions will help bring colour to your words and grab the journalist's attention. Also everyday words and short sentences help get your message across. But above all, make it memorable!

A master of the memorable is journalist Jenny Colgan. Writing in the Guardian about E.L. James' blockbuster novel Fifty Shades of Grey, she said, "It is jolly, eminently readable and as sweet and safe as BDSM (bondage, discipline, sadism and masochism) erotica can be without contravening the trade descriptions act." Almost as good as Keith Richards in his prime.]]> tag:www.huffingtonpost.com,2012:/theblog//3.1278659 2012-02-15T09:04:38-05:00 2012-04-16T05:12:01-04:00

Mark Knight http://www.huffingtonpost.com/mark-knight/
The report highlighted how Barclays contributes to growth in the real economy, what it does for charity, and how it treats customers.

Barclays citizenship highlights included a 30 percent reduction in banking complaints,improved customer service and 73,000 staff helping disadvantaged people in the communities.

Corporate citizenship is one of several phrases used by companies to describe their efforts to improve the state of the world. It is the latest term used by a growing number of companies following worthier terms such as 'corporate social responsibility'. Nowadays it has become de rigueur for any business that wants to be in good standing with the public to be able to describe its various good works, although some companies take this a lot more seriously than others.

The financial services sector, widely maligned for tipping the world economy into recession, has been at the forefront of companies investing significant resources and finance into social improvement programmes as it tries to restore its battered reputation.

But major global brands have to work harder to close the gap between their performance in the marketplace and their citizenship, according to a quartet of leading international marketing firms, which launched a Global Corporate Reputation Index based on consumer 40,000 interviews and a study of 6,000 companies, at this year's Davos forum.

Their analysis shows that good reputations are built over time and many of the companies who rate highest in the index are those that have the longest histories. In fact 20 of the top 25 companies were founded before 1950 and have an average age of over 85 years, with the oldest tracing its roots back to 1865.

Technology companies performed the best with oil companies and banks unsurprisingly at the foot of the table. The top companies continue to show significant gaps between their performance and citizenship scores suggesting there is still scope for improvement

All these efforts to be a good corporate citizen are not completely altruistic. Research from management consultancies and business schools around the world confirms that businesses which invest in their citizenship receive a better return on investment.

Greater scrutiny of corporate citizenship is set to increase as access to company information becomes easier via digital and social media. In addition, as it becomes increasingly hard to differentiate between product and service providers, citizenship will begin to rank alongside price as a major factor in buying decisions.

Already we have seen the rise of social entrepreneurs who create a social or environmental value alongside profit. They inhabit nearly every sector of the economy, from banking and insurance to energy and manufacturing. While most of these entrepreneurs fall into the SME category there is a widespread expectation that within the next 10 years the concept will gain significant traction with several multi-million pound businesses demonstrating real success.

While the move by Barclays to highlight its social credentials in advance of its financial performance may seem unusual, it signals a trend which other major corporations are sure to follow. Good corporate citizenship is no longer an option, it's vital for success.]]> tag:www.huffingtonpost.com,2011:/theblog//3.1160045 2011-12-21T08:13:56-05:00 2012-02-20T05:12:01-05:00

Mark Knight http://www.huffingtonpost.com/mark-knight/
The most comprehensive and exacting regulations on advertising and marketing ever introduced for an Olympics games have come into force in England, under the London Olympic and Paralympic Games Act 2006, putting in place strict rules to combat 'ambush marketing' campaigns and other ways of exploiting the London 2012 Olympics and Paralympics brands.

'Ambush marketing' is where a company or an individual gives the impression that the product or service they are selling are in some way associated with the Olympics without having an official sponsorship agreement. Any mention of Olympics or London 2012 in a context which is deemed to take advantage of the games, without written approval, will be deemed as illegal.
Already, according to media reports, between 50 and 100 cases, many in video, print and online, are being examined at any one time by the London Organising Committee for the Olympic Games (LOCOG).

The act marks a departure from previous Olympic legislation by placing greater onus on individuals to prove their innocence if accused of violating the rules on their company's behalf. Any company or individual attempting 'ambush marketing' stunts face fines of £20,000 or even jail.

The legislation even outlaws "advertising on the human body" as part of the crackdown on guerrilla marketing. In Athens in 2004, a man dressed in a tutu invaded the diving pool with the name of an internet company painted on his bare chest. The stiff punishment was described by the Department for Culture, Media and Sport as "right and proportionate."

In addition, the Advertising and Street Trading Regulations for London 2012, aim to define zones of controlled advertising around Olympic venues throughout the UK to protect the official Olympic sponsors and advertisers who have paid close to £700 million, approximately a third of the games' budget, from having their investment damaged by unofficial 'ambush advertising'. London's iconic structures and monuments, such as the Palace of Westminster and Westminster Abbey, are also deemed vulnerable to ambush marketing and have been included in the controlled advertising zone.

The Regulations state what advertising will be regulated, this includes poster advertising and and imaginative forms of advertising, (such as give-aways and aerial advertising), and will include trading on private land, all within 200m of Olympic venues and for a certain period .

Earlier this year, LOCOG auctioned off more than 4,000 packages of prime advertising space, such as poster sites throughout London and other cities hosting Olympic events in the UK. Although it was described as an open auction, top tier partners of the IOC and LOCOG had first rights for two weeks, followed by other companies that already have paid for sponsorship deals.

Companies are being urged to introduce 'anti-ambush marketing' policies before next year's games to avoid staff being held liable for infringing Olympic legislation. Board directors wishing to avoid personal liability for infringements by over-enthusiastic marketers and agencies will have to implement written policies to help to show they have taken all reasonable steps to avoid a breach.

So, before you embark on any Olympic promotions, read the small print carefully - the sponsorship police are watching closely.]]>