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Home » Archives by category » Reporting & Promoting (Page 2)

Developing The Effective Online Advertisment

The following is part 1 of the course materials that I use in my “Communications as Capital” class that I teach in the Sonoma State Wine MBA program. Part 2 is here: A Checklist For Effective Online Advertising Online marketing and advertising offer a lot of advantages over more traditional forms because: Costs are inexpensive […]

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A Checklist For Effective Online Advertising

The following is part 2 of the course materials that I use in my “Communications as Capital” class that I teach in the Sonoma State Wine MBA program. Part 1 is here: Developing The Effective Online Advertisment Numerous advertising and usability studies have shown that a relatively small number of actions can make the difference […]

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Just Like Quality Wine, Quality News Is Not Free

I occasionally get emails from News Fetch subscribers wondering why there are so many advertisements. Or why there are some articles that they must pay extra for. The one, true answer is that without advertisers, the result in wine news would be the same as in the larger world of journalism as a whole as […]

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A Journalist’s View Of Those Slick Emailer Services

You know them as Vertical Response, Mail Chimp, Constant Contact and more. They may be a good way to send chatty newsletters to your wine club or other mailing list, but they hurt you in a lot of ways and they really don’t work for getting news to journalists. Put The Important Items First First […]

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Good Gawd Almighty! Get To The Point

This is supposed to be a NEWS release about NEW people. Instead, it wanders all around Hell and gone with non-sequiturs and touchy-feely, sorta-visionary-like things that maybe are supposed to give some context of some sort. But all it does is bury the real news and deprive the people involved of respect and the day […]

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Use Sharp Headlines To Hook Readers – Or Else

I just sent an email to a very talented blogger who often buries some very good stuff. This is an expansion of that email I just sent.   Dear [Blogger]: You write some great stuff. I’d like to use more of it. But many of your headlines are not descriptive. You need to grab readers […]

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Analyst Or Reporter: It’s All About Reliable Data

Whether you’re a journalist or a brokerage analyst, you’re only as good as your sources. And sources are only as good as their data. It pays to have experience and knowledge of the topics you’re covering and some history with sources because those allow you to BS detect statements and to know who has the […]

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Ad Fraud Grows In Wine Country: Turns Off Readers, Misleads Advertisers

If you’re an advertiser and an publication suddenly announces a massive jump in page views and/or visits, you should smell a rat. THE DEVIL (AND THE RAT): IN THE DETAILS The situation has only grown more intense since Wine Industry Insight’s two recent articles on the current trends in defrauding advertisers and driving readers away: […]

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Online Advertising Page-View Fraud Growing

“Page views” rank as one of the major metrics of online advertising. PAGE VIEWS = MONEY Generally, the more page views, the more money an online publication can charge for their advertising. FALSELY INFLATING PAGE VIEWS IS DISHONEST But artificially inflating the number of page views by cutting articles into smaller and smaller chunks is […]

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Online Content, Prostitution & Disclosure

The following piece from today’s San Francisco Chronicle,  (“Snowcial – social media’s peak networking“) touches on a potentially unsound and possibly illegal practice if done incorrectly: “David Armano, managing director, Edelman Digital: ‘Journalists and newspapers are now doing paid content. The days are over for separation of church and state, editorial and advertising. The lines […]

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