Here’s a fun, Atlanta-specific, advertising/sales v. editorial modern media dilemma!
Clearly, anything related to Delta-bashing, particularly Delta‘s frequent flyer program SkyMiles, makes data go hog wild. As it did with some impressive CTR numbers I sent to the Atlanta Business Chronicle from my Facebook alone. (See graphic below. If you don’t know what CTR means by now, you shouldn’t be in the ad/sales side of the media biz. However, old fogey journos, I will give you a pass on it.)
I’ve yet to notice the AJC cranking out any of this trendy SkyMiles-bashing editorial product as did, rather gleefully, the Biz Chron. WABE also seems to have caught an editorial-minded whiff of blood in angry Delta customers’ waters.
(I can only dream of one day running a company whose profit margin and stock price chronically deflect the hatred of its own customer base! But let’s move on.)
And why would the AJC jump on the I Really Hate Delta! bandwagon? Delta’s a fine, legacy, ad-buying customer for the AJC and all of Cox Enterprises. I expect what Delta wants by now, editorially speaking, at the AJC or WBS, Delta’s going to get. Or have quietly overlooked. Barring plane-related disaster media, of course.
But there’s your data-driven media rub right there. As what the people want, editorially and as displayed by the numbers, is hardly what your dearest ad buyer would like to have lying around the house.
Torn loyalties. ATL style.