Giving away the store isn't all bad; in fact, it's even a lucrative business model ~ if
you don't get in your own way.
, Derek (who, in the interest of full-disclosure, is a 'boss') writes about one of our local free newspapers and their idiotic 'upgrade'
In early September 2007, the FM Extra further obfuscated access to their newspaper by wrapping the already difficult-to-parse PDF file inside a Macromedia-format "Flashpaper" Flash viewer. While Google and other search engines do have the ability to provide some searchability within PDFs, enclosing the PDF within a Flash viewer completely eliminates the world's ability to find the FM Extra without already knowing it exists. It is as though the FM Extra put all of their hard-copy newprint papers in an unmarked cardboard box, shoved it under a parked car somewhere in Hawley, MN, and only gave directions to people who explicitly asked where the papers went. One would think that a newspaper that places its print-copies in as many publicly-available places as possible would easily translate the same concept to the internet, but it seems to have slipped their and their webdesigners' grasps.
Not only did they put all of the papers in the box, under a parked car, only giving directions to people who ask, but access also requires a secret password or knock of some sort. This new flash viewer requires the latest version of Macromedia Flash and has officially no viewer for those of us who are Linux based (I should note here that I can view it, but it also freezes my entire Firefox experience and is thus noted as to be avoided at all costs), making all of their free papers unavailable to us.
Unavailable is contrary to their business model where the newspapers are paid for by the advertisers, advertisers who have paid the rates for the large circulation, so why remove online circulation? The purpose of FM Extra is to literally give away their product, and so their decision not to do so on the web is bad marketing (if not just good old fashioned crazy).
Unavailable isn't the only problem. Being found is also a problem. I've mentioned this before
, so I'll let Derek at Infomercantile say it:
Newspapers and web-designers alike fail to realize that a large portion of website traffic comes from people who never knew the website existed before and arrive by searching for a term. Those searchers, in theory, are highly-retainable readers if their search results succeed in finding what they're looking for. The FM Extra, by hiring a web designer, spent what appears to be a significant amount of money to reduce their potential audience even further. The FM Extra might be exactly what an online visitor is looking for, but a huge amount of effort has been devoted to making sure those readers never find the FM Extra online.
Using flash means you are non-existent for many.
It's pretty hard to give away the store when you can't even be found.
FM Extra assumes, in the way that makes an ass out of themselves, that folks are going to type in FM Extra ~ and goes further up their behinds to believe that the all the people that do arrive at their site are able to view the free goods via this new gift of the technology gods, Flashpaper.
Given that their target market is the senior shopper who looks for quaint local (happy) news and deals, it seems absurd to imagine they have any interest in downloading the latest version of flash. FM Extra also publishes Memories, and their pitch to advertisers is, "nobody does a better job at reaching those 40 and over than Memories Magazine." We're not exactly talking the gaming or tech-gadget crowd here, especially as these folks are, by their own admission, looking to the past, not the technological future: "Memories readers are extremely loyal, and they love to read about a past they can connect with."
Removing the ability for 100% of their content to be Googled (also seemingly incompatible with other search engine spidering etc.) is dumb enough. But to further aggravate their core audience means the advertisers aren't being served either. The advertisers have paid for placement in publications which are free and available for all, and here they go and remove these possibilities on the web. (If I had paid for any ads, I'd be livid.)
If your product is meant to be read/seen or otherwise given away for free ~ and this includes blogs and websites which exist to promote products which are paid for ~ do not put in place methods and technologies which remove the possibility.
Labels: advertising, commentary, consumer behavior, consumer types, design, general business, technology
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