Following my post on The Economist’s article on truthful inflight announcements, Peeter Marvet pointed me at this story in a Toronto blog. Fundamentally someone at the Economist wrote to a number of bloggers, inviting them to cover and “scoop” the story, as a seeded experiment.
Wow, I said to myself. This is what a connected world feels like. Not sure where Peeter is, my guess would be Estonia. He reads something in a Canadian blog about a magazine published in the UK experimenting with the blogosphere. Wow, I said to myself.
So I read Michael Seaton‘s post, and assumed that the “scoop” link sent to him would open up the DRMed story, so that I could share it with all of you.
I’m glad the Economist is experimenting; but there must be better ways of doing this. Why not just let a few trial stories go out there free-to-ether, stories they think are eminently linkable, and see what happens? See whether they get a spike in digital subscriptions correlated to the linkers’ locations. Whatever.
Update: Michael Seaton commented on this post, and has now provided the entire article on his blog. Thanks, Michael. And thank you again, Peeter. [BTW was I right? Is your blog written in Estonian?]
There is much to learn about all this. We need to move from Seeding-as-Marketing to Recommending-as-The-Only-Way.
Buyers will make their intentions known, either overtly or covertly; marketing has always been about reducing the buyer’s search costs and simplifying the decision to purchase. There is no better way of reducing buyer search costs other than recommendations from trusted networks. Independent trusted networks.
The independence is as important as the recommendation.