Title and position in media and advertising
I have recently bought a Romanian magazine, Business Magazin. Along with it, I have received a free supplement, entitled Media and Advertising. The title is, of course, suggestive: the magazine presents, treats and takes into discussion aspects of media and advertising.
Media and Advertising is interesting , easy and pleasant to read, but that’s not what I want to talk about… What drew my attention and set me thinking was the repetition of the different positions specific to this domain:
- account executive
- account manager
- AV
- AV producer
- AV production manager
- art director - published 7 times
- brand communication director
- brand communication executive
- brand communication supervisor
- brand manager – published twice
- BTL manager
- client service – published twice
- copywriter - published 7 times
- creative director – published 11 times
- group account director
- integrated communication director – published twice
- group brand manager
- group creative director
- managing partner - published 3 times
- market manager
- media buying director
- new business director
- PR editor
- publisher
- publishing director
- senior art director – published 8 times
- senior copywriter – published 4 times
- strategic planner - published 3 times
- strategy and research director
If I am not mistaken, there are sixty eight positions in the hundred pages of the magazine, maybe even more… This impressive number made me think of this:
- The importance and value of a man is not defined through his/her title and job. These characteristics can be discovered by knowing his/her personality.
- The consistency of a title can be compared to that of a fizzy drink – a product so frequently met in media and advertising – that does not saturate and, in some cases, does not even quench thirst.
- The accumulation and repetition of some jobs emphasizes a type of information which is not vital, maybe not even secondary.
Thus, the readers are presented with a series of persons whose role is not a good enough argument for putting the focus on them.
You can win someone on your side by giving him/her an attractive title, a position that “sounds good” and a motivating salary. After a while, he/she will evaluate himself/herself through everything he/she has received and come to the conclusion that he/she has earned it. The perception on his/her new social position will affect his/her way of thinking, talking, conduct and deeds.
Sad, isn’t it?…
Zoltan Sebestyen
www.RespiroMedia.com
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An online business’ relevance
It is already well-known that in order to be successful, an online business needs more than a web site. It needs to be market-relevant. The question is: how can an online business become market-relevant?
What does market-relevancy mean?
1. The offered products/services have to be competitive.
2. There has to be a reason which will determine the visitors to pay for the products or services you sell. This reason can be:
a. your offer contains something particular, something which will individualize your business,
b. you subordinated your business to a solid and client-centered work ethic [which is already known by those who have worked with you],
c. you already have a highly relevant client list with well-known international brands
3. The targeted audience has to be able to find your web site.
It is all about S.E.O. [Search Engine Optimization]. Reaching this goal means to start the S.E.O. process which, in my opinion, should take at least 6 months. Of course, your S.E.O. efforts will have to be permanent, but a comprehensive 6 months S.E.O. campaign can result in a solid foundation.
4. Honesty and realism
Make sure that your online presence reflects the truth about your business. Be honest in presenting your company and its possibilities. For example: if you run a small business, with 1-3 employees, don’t include on your web site photos which suggest that you run a multinational company…
We live the days of a general realism and our clients are at least as wise as we are and at least as well-informed as we are. Honesty and realism represent the first step to a successful and lasting client - company relationship.
So, how can an online business become market-relevant? It has to be competitive, attractive for [at least] one reason, it has to have the possibility to reach the targeted audience and it has to reflect the facts.
If referring to your business you have the answers to “What?”, “Why?” and “How?”, you will know how to build and maintain your online business and you will understand that market-relevancy is a needed goal.
Zoltan Sebestyen
www.RespiroMedia.com
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The start of the Respiro Media saga
First it was this persisting idea, the idea of Respiro Media company. I started thinking about this “sweet madness” in 2006. I knew that a good start needs a good web presence. From the very beginning I had in mind a network, what I call today the Respiro Media Network. I thought that every service has to be well defined and well marketed, so they need separate web sites. This is how I started to work on the first site, on Relogodesign.com which is Respiro Media’s logo design site. The next step was to design and develope the “headquarters site”, this one, which will serve for offering general web- and print-related services. These two sites are the first ones from the network of five sites. The next step will be the launch of a Tag Directory in April, which, by my best knowledge, will be the first tag directory based on the well-known web directories’ structure.
Thank you for sharing with me the joy of the start of the company! Please feel free to contact me with your comments and business proposals.
Respiro - Respiro Media’s CEO and owner
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