Hi, Swamp. Thanks much. TVW Marketing Issues:
Were you saying that AXC was seeking a director of marketing communications? As of 5:45pm EST, AXC's "Employment Openings" listings show the following:
MARKETING
There are no marketing openings at this time.
Would this mean a job opening was just filled? If there were such a posting, it would not seem to be for the *narrowcasting warrior* we need. (Sounds like a conventional marketing function dealing with brochures, flyers, collateral materials, PR and the like.)
In reviewing the emerging TVontheWeb business opportunity (which is *prodigious*), I believe we are confronting a marketing mandate for which neither AXC nor TVW is the slightest bit prepared. What I see is a vast marketing vacuum.
To exploit what's here for the taking, AXC/TVW must master immediately the dynamics of the "New Economy." We're talking about Web affiliations, search engine tricks, merchandising and promotion, audience development systems, measurement metrics, portal relationships, Web politics, surveys and focus groups, sponsorship development, and so on.
In addition, it's apparent that TVontheWeb needs help with Web site graphics, corporate identity and a whole bunch of other stuff. While it comes off as professional, it's a long, long way from "hip" or "slick." When you think about it, even the name isn't very good--it's neither memorable nor *preemptive* (note the TVW vs. "WebTV" problem).
Thus, we need to pinpoint "who's on first" in this regard and make sure the rollout kicks some butt. The technical/production side of the equation is assumed and, while necessary, is insufficient to get the job done.
If I were AXC/TVW, I'd be looking to steal a first class manager from one of the first-tier Web players, say AOL. I'd grab another from broadcast TV (say, news or sports), and a few worker bees from...Adult Entertainment (where leading-edge Web management techniques are proven and presentation technologies developed!).
Hope AXC is prepared to reprogram the culture it has acquired over the past decade (selling hammers to the military?!), hire and motivate a bunch of kids, serve pizza, and hand out bundles of stock options, 'cause that's what it's gonna take to build this digital army.
Comments, Group?
BAM
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