Wick Communications

Archive for the ‘Marketing’ Category

Finding a new niche

In Marketing, publishing on 22 Jun 2017 at 3:32 pm

Have you seen Task & Purpose? Perhaps it’s as well known as it should be in communities like Sierra Vista that have a lot of young servicemen and women, but it was a revelation to me.

It is a news and culture site that knows its audience well. It was created out of a job site called HirePurpose that was designed to match veterans with employers and ease some of the troubles we all know are all-too prevalent for returning soldiers. It’s simply spectacular. It is a collection of veteran/writers doing journalism like this piece about deported American military veterans being “conscripted” by the drug cartels. What a story!

The site was originally meant as a marketing asset for the job site, but it’s so much more than that now. It has great content, a defined and valuable audience… and revenue.

I guess it’s a reminder that, as we go about our regular work, we should be alive for new niches like this. It’s possible the Immigrant Project some of us have been working on could go in this direction.



Help wanted

In Marketing on 4 Mar 2016 at 8:38 am


Think back: When you have applied for jobs in the past, what attracted you to the position?

It could have been many things – the pay, the reputation of the company, the location of the job, fascinating work. Were you first alerted to the position by a help wanted ad or an online job posting?

I submit to you that you can get an indication of the company you are interested in by looking carefully at that ad. And I mention it here because some of us have occasion to place such postings, and I believe our success in finding just the right person is linked to the wording of that posting.

If you look at job boards, you’ll see some are extremely specific, with dozens of requirements like, “must be able to lift up to 15 pounds from the ground” and so on. Others are breezy, almost like a friend telling you about the job over coffee. What might you surmise about those two workplaces?

Now, what if you saw an ad for a writer that included misspellings, poor grammar and strange syntax? Does that seem like a place you would trust to edit your life’s work?

Of course not. … Read the rest of this entry »

Sorry, here’s an iPad

In Marketing on 26 Mar 2015 at 3:21 pm


This is something a little different today. It’s newspaper marketing and circulation, rather than journalism. File it under ICYMI.

This week, the Wall Street Journal found a unique way to respond to one reader’s complaint. California businessman Richard Nagler made a bit of local press when he posted a note on his business asking that whoever was taking his morning newspaper stop doing so. Nagler’s note to the thief suggested the guy simply borrow it and return it every day by mid-morning. (He went on to write, “I find the editorial stance of the Wall Street Journal reprehensible, but the journalism justifies the subscription.”)

Well, a local blog covered the story of Nagler’s stolen newspapers and his note. That caught the eye of the brass at the Wall Street Journal. Editor-in-Chief Gerard Baker decided to post his own note on Nagler’s business. You see it above. The newspaper also posted a note offering the thief a subscription at a low introductory rate.

If the offer of a free iPad to compensate for a few stolen newspapers strikes you as overkill, consider that this non-story and the WSJ’s generous offer has now been covered by Huffington Post, Romenesko, NPR and local television stations. Add The Kicker to that growing list of coverage. The WSJ might have paid $400 for that iPad. It costs more than $200,000 for a full-page color ad in the newspaper’s own national edition. I’d say the iPad publicity is cost-effective. … Read the rest of this entry »