Marketing and brand guru Seth Godin obviously had had enough when he saw Jennifer Aniston on today's Sunday New York Times Magazine cover (note: it was its annual screens edition).
He took to blogging about the wasted currency and equity of the Times and how it might have positioned itself for a vastly stronger future.
In short, his points:
1. Use the influence and brand to let others spread their content.
2. Leverage the op-ed page and spread important ideas.
3. Build a permission asset.
4. Keep score (with lists).
5. Stringers.
6. New platforms for advertisers.
He concludes: "I guess it's about the difference between: senior management playing defense, supporting and protecting the status quo and avoiding offending the elders upstairs vs.
using existing momentum and clout to build assets for the next business."
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