Learfield Communications Gets Creative

Chuck Zimmerman

Learfield Communications is getting Creative I see. I still have a few Google news alerts and this morning one of them pointed me to TellTail Signs which wrote about AgWired. This is “Learfield Creative: Crafting Content for the Long Tail.” I’m glad to see a traditional media company branching out into the brave new media world.

What is the “Long Tail” you may well ask. Chris Anderson says it this way “The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-target goods and services can be as economically attractive as mainstream fare.” See the description of Long Tail on Wikipedia.

According to the TellTail Signs, Learfield Creative Services: “enables you to communicate your unique message directly to the audience your most need to reach. It strengthens your relationship with that audience by giving them information they want.” Some of the ways it says they will accomplish this is by: “Direct Communications with Targeted Groups, Custom News Material, Website Material, Event Coverage and Media Relations.” These are certainly components of the new media world which we embrace and have been evangelizing in the agricultural industry. These tools now allow you to reach willing customers or members with creative new content/media/communications options. They’re efficient and cost-effective methods too!