The Washington Post Morphs To The Amazon Post?

The WashingtonPost- Amazon
A look at the exciting possibilities for the future of The Washington Post

 

No, no one has called it that yet, at least not that I’ve seen, but news of Amazon.com founder Jeff Bezos’ $250 million acquisition of The Washington Post has certainly rocked the industry. So, first things first, why even do this? At $250 million, the acquisition of The Washington Post is a great experiment on cross-platform selling, and for only 1 percent of Bezos’ personal fortune. But from the point of view of an advertiser or an agency, what would I expect? What would I want?

Obvious Ramifications

First, an outrageously seamless Web and mobile experience would be a minimum. One of the first things everyone spoke about was that The Washington Post was the first “old” media vehicle ever bought by a Web “native”; that is, someone who grew up on the Web and is an absolute expert. One would expect that this Web native would join all possible news delivery platforms into a single unit.

Second, a completely seamless buying experience. I think it is a given that, at least on the Web and mobile versions, there will be some kind of link to some of the products sold at Amazon. This could apply to both the editorial and the commercial content.

From an editorial perspective it would be easy to link, say, a column on Trinidad and Tobago with a package tour for Trinidad and Tobago or, say, a tech column review of three tablet computers with the ability to purchase each of them at Amazon.

On the commercial side this could also have several directions. Local merchants could offer the possibility of customers ordering from Amazon and not buying from the local store, probably increasing their sales, because some people might be too busy to go to a store. National merchants would have the option of advertising in local editions, as customers could order directly from Amazon.

Amazon already offers a huge amount of customized and local deals, so that would be a simple exercise.

Not-So-Obvious Added Possibilities

First off, The Washington Post could become a leading national newspaper fairly quickly. The ability to customize news delivery over the Internet and on smartphones can create a national brand that rivals The Wall Street Journal and USA Today, the only two national newspaper brands in the U.S. A key aspect is that the printed paper is not really needed; Web and mobile can carry the brand successfully.

Cloud-based news retrieval would be an option. It would be feasible for Amazon to implement a cloud-based Lexis/Nexis-like news archive. This could effectively compete with Google and premium databases.

Ultimate customization would also be a valuable possibility. An obvious product ripe for improvement is zoning. Zoned editions are, of course, old news (no pun intended). However, Amazon’s proven technology can customize it a step further, where a paper could be delivered in zones significantly smaller than ZIP codes. This opens up commercial avenues for improved FSIs (still a big moneymaker), sampling and direct marketing.

However, there are some other more futuristic but absolutely doable twists:

 

    • Content-specific newspapers: For example, if I never read the sports section, why bother printing a sports section for me? If I indicate that I am into gourmet cooking, why not get a “Living Today” section with more food and restaurant content? And if the publisher can deliver highly engaged readers who actively request a specific section, can they charge advertisers more for them?

 

 

 

 

RELATED POSTS

7 Steps Toward Driving Small Business Productivity

7 Steps Toward Driving Small Business Productivity

Share priorities and plans with people who can contribute to your small business productivity. Once you understand your time usage better you can focus taking back control of your time with a few productivity tips. In part one If You Want to Accomplish Something...

9 Ways to Show Up as Your Most Authentic Self on Social Media

9 Ways to Show Up as Your Most Authentic Self on Social Media

It's about being real, relatable, and building genuine connections. Social media. It's the highlight reel of our lives, a curated world of travel pics, perfectly styled outfits, and mouthwatering food snaps. And for small businesses and personal brands, it's a crucial...

Five Components of Business Success and Change

Five Components of Business Success and Change

A business can’t thrive unless its owner is responsible and willing to lead Business owners keep in mind 5 things to successfully implement business processes and operations. The business world is a fast-paced, radically evolving environment. Because of this,...

Video Gallery

Polls

Sign Up for the Latin Biz Today Newsletter

PR Newswire

Featured Authors

avatar for Christina CondosChristina Condos

Christina Condos is president of her e...

Never Forget the Personal Touch

Innovation & Strategy

Money

Talent/HR

Legal

Marketing

Culture

Fashion

Food

Music

Sports

Work & Life

Mindfulness

Health & Fitness

Travel & Destinations

Personal Blogs

Pin It on Pinterest