Exclude the never-gonnas

You can bleed a budget dry talking to the never-gonnas. Marketing fundamental #1 is know your target. (Duh.) After that, aggressively exclude segments who waste your resources chasing them. It’s a survival skill. What got us thinking about this was someone who had seen our Darwinian video, asking if we were “concerned” with losing prospects who deny natural selection. It’s a reasonable question, since polling …

23 magazines killed in one day.

The publisher, Reed Elsevier, pulled the plug and pronounced them dead yesterday. This is not the recession. This is evolution. It’s just not a good time to be in the magazine business. Or newspaper. Or printed catalog. Or direct mail. Or buggy whip. Who’s next?