Bob on Press Releases:
Don’t send ’em. Unless you’re a publicly traded corporate behemoth like Live Nation or you’re an old wave band, owned by the media, that has no idea who its fans are.
If everybody was reading the newspaper, why has circulation dropped? Ditto with “Time” and “Newsweek”. And network TV has abysmal ratings, certainly compared to the days before cable. Why do you keep sending a zillion arrows into this abyss?
I know why, it makes you feel good, it makes you feel like you’re doing something. But you’re not. You’re just wasting time.
bob’s on to something, and i think you can apply his ideas to all consumer sectors, not just music. i don’t agree with all of what he says, though.
people are actually watching MORE television than ever
they are reading MORE content (newspaper/mag/online) than ever
aggregate circulation, ratings are going UP across the board, but down among individual outlets.
the attention’s all spreading out.
the ubiquity of content makes all messages less impactful.
that’s why NEW brands struggle — whether they’re bands, TV shows, soft drinks. there’s no central place to force people to pay attention and take note.
ATTENTION, not content, is a scarce resource.
All communications must become all the more deft, targeted and un-templated.