Magazine article Marketing

Survival Means Learning How to Sift Information

Magazine article Marketing

Survival Means Learning How to Sift Information

Article excerpt

Reuters held a press briefing last week. For most organisations, this would be routine stuff. More so, you'd think, for a company that makes its living disseminating information. So it was surprising to hear from the nice lady from Firefly PR who organised the event that this was the first time the men from Reuters had met the press and they were...well, nervous.

Quite how someone like Mark Wood, a former correspondent in Vienna, East Berlin and Moscow and now executive director of Reuters, could have butterflies in the presence of a handful of hacks in a private dining room is beyond me, but I have to admit that the Reuters team did remind me of Mole from Wind in the Willows, emerging blinking into the sunlight after decades in dark tunnels.

The reason for their emergence after years of serene isolation was simple: Reuters is having a pop at marketing itself, and it's a new experience. For most of the century, the group has been increasing its stranglehold on financial information for the City, to the extent that it now accounts for 93% of turnover. The supply of news to the media is relatively small beer by comparison.

Nevertheless, Reuters reckons it has something to shout about with Business Briefing, an information service that runs on PCs, and it feels the need to talk tot he press as part of its effort to get the thing into the hands of business folk everywhere. It faces stiff competition.

There's the formidable Dan Wagner marketing machine at MAID, with its Profound service. Very whizzy and available via your Net browser without special software. …

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