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We live and work in exciting times - revolutionary times. Technology continues to recast the media industry.

The extraordinary advance of affordable personal digital technology and the stellar rise of social networks are both distrupting and transforming the media market making this a unique moment to be involved in the convergence sectors we focus on.

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Tuesday, 4 November 2008

Trade marketing, the innocent casualties

Thanks to MediaGuardian for bringing the latest battle in the coffee wars to our attention.


The in-store Starbucks deal for The Times was a groundbreaking piece of trade marketing deal making back in 2004 which has since spawned a multitude of imitators.

A genuine sales driver with the print newspaper available in-store when customers had time to buy and read it, the deal recently crumbled in unclear circumstances, with the vacuum left by The Times being filled by The Guardian.

Now the in-Wapping Starbucks franchises, previously providing subsidised Lattes to the overworked NI staff, have been replaced by a rival, as NI completes the divorce from the US coffee giant.

There's a lot of coffee drunk at Wapping, it would be interesting to see how much money Starbucks made out of the locations on an annual basis. Bet you a £1 they hadn't included this calculation in any discussions about the future of the wider in-store deal......

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