Modern Marketing - Blog by Collaborate PR & Marketing

PRs Watch Out

Spin Bunny brings a refreshing - if scurrilous - view on the UK PR industry and has an interesting alternative awards ceremony up and running here...

GM Fast Lane Insight

This is an interview with the guys behind the GM Fast Lane blog.  It a practical explanation of how the blog was developed and offers some answers to a question that I am constantly being asked - 'How do we make the time?"  It's part of Global PR Blog Week 2.0, the grand-sounding name for an online, week-long gathering of PR professionals from around the world.  It consists...

Now Naresh, Not 2010

 I used to write about the problems of the traditional advertising industry on Modern Marketing.  But now it's so evident that the industry is part of the past not the future, I prefer to focus on the never-ending excitements in the blogopshere and open source marketing. However, I am still surprised when ad executives speak up and appear oblivious...

Murdoch Goes Outside-In

This week's Marketing Week picks up on Murdoch's epiphany about Web 2.0.  Having spent $1.2bn on IGN and Intermix, the article asks what News Corp's overall strategy is and speculates that, "News Corporation is moving from pumping out news and entertainment to acting as a forum for community activity."  Sounds like Outside-In to me.

PRs Listen In

The brands I am working with are increasingly interested in the relationship between the 4th estate (mainstream media) and the 5th estate (the blogopshere).  Journalists have always been interested in talking to NGOs, the controversial, the disgruntled and the expert.  However, the blogosphere has made it much easier for journalists to find them (Google has just made it even easier)  And when they do the results can have difficult commercial implications...

5th Estate On Supermarkets

Yesterday's Sunday Telegraph carried a story about UK business and the blogopshere focusing on the supermarket sector. The article cites the Tesco's focused Super Market Sweep Up blog and Johnnie Moore's 173 Drury Lane which is about JS Sainsbury. The former sums up the values of the 5th Estate nicely, "Electronic media has the potential to hold these large corporations to account in ways that mainstream media doesn’t always achieve."