Issue: Newspaper and Magazine Publishers have gotten pricing wrong on the Kindle.  They need to get it right for the iPad.
Commentary by: David Vinjamuri

I used to teach a pricing class at NYU whose enrollment was approximately one quarter of the number of students I routinely see in my new media survey courses.  Pricing is one of the most important decisions that a marketer can make, but it’s a chore much less interesting to marketers than advertising or promotions.  At the largest consumer companies, pricing is often set at the highest levels within an organization, and as a result young brand managers may have very little practical experience with the consequences of making bad pricing decisions.  The magazine and newspaper industry is no exception.  In the past few years, these publishers have repeatedly erred when pricing their content for the Kindle.  With the upcoming launch of Apple’s iPad, these folks have another chance.  They’d best not waste it.

As the clock ticks down to first shipment of Apple’s iPad, the company is reportedly in deep talks with magazine and newspaper publishers.  While early deals with book publishers got much of the attention before the iPad launch, robust content deals with print publications may be at least equally important to both the iPad’s success as well as the future of the traditional news media.

As this advertising blog has noted previously, print publications are living on borrowed time.  Rate bases have been shrinking and might have done so even if these organizations not been so quick to post their content freely online in the mistake belief that online advertising revenue would offset the sales loss from cannibalization.  Just as the iTunes store did for the music industry and the Kindle has begun to do for book publishers, the iPad may create a new revenue model for newspapers and magazines.

The cardinal rule of pricing is that it’s easier to lower a price that’s been set than to raise it.  Publishers seem to have learned this a bit two well.  Newspaper pricing on the Amazon Kindle is far too aggressive, ranging up to $14.99 a month for the New York Times.  Many newspapers and magazines routinely offer new or lapsed subscribers significantly cheaper deals for print subscriptions than the fixed price for the Kindle.

Publishers need to remember that the “right price” for a product is the highest price a consumer is willing to pay and feel that a fair value has been received.  “Fair value” is an important concept here.  Photos and graphics reproduce poorly on the Kindle.  There is no sense of holding the newspaper or being able to scan the front page.  What you get is literally the news.  And consumers are aware that the production costs of a printed magazine are entirely absent from the electronic version.  There is no justification for the substantial prices for these publications on the Kindle.

The iPad is a more complex story.  Because of its high resolution color screen and its ability to show video, the iPad will allow publishers and advertisers alike to create a richer, multimedia experience that may far surpass the printed publication.  But refining these efforts will take time, and demand patience from readers.  Therefore, publishers would be wise to price magazines and newspapers at a level that encourages consumption rather than placing a choke-hold on growth.  Penetration pricing, rather than skim pricing is the correct strategy here.  If publishers attempt to overcharge, they’ll have only themselves to blame for losing their last, best chance to find a new revenue model.

Brand: Google
Execution: TV Spot – Super Bowl
Target: Search users
Rating: *****
Reviewer: David Vinjamuri

Description:
This spot, reportedly a last minute buy for Google tells a love story using only the Google search engine.  The search queries show how boy takes a trip, meets girl, gets girl, gets married and has babies.

What Works:
Established agencies have had a difficult few years in the Super Bowl.  In the last two years, the winners of user created ad contests (for Doritos and the NFL) have been among the best entries on the Super Bowl.  This year, the most effective ad in our judgment comes from a surprising place – the in-house creative team at Google.

We love this ad because it is simple,  because the execution is tied directly to the brand (unlike other memorable spots, this one you can’t remember without knowing it was for Google), because it tells a story, and because it is a powerful reminder of how Google has changed our lives.  It is a classic “brand as hero” execution.  Given the production values and extravagance of some of the other spots in the game (more on this from us soon), it is shocking that the spot that does the best job of building the brand was undoubtedly the cheapest to produce.

Finally, we appreciate that Google brought this to the Super Bowl after it had been battle-tested on YouTube, showing popularity and staying power.  It’s another unusual move for advertising on the big game.

What Doesn’t:
The query at the end “how to assemble a crib” with the baby gurgle was a bit over the top.  The tagline “search on” doesn’t seem especially memorable.

Branding Bottom Line:
The marketers at Cars.com should take a close look at this spot after their big game fiasco.

Issue: Toyota has fallen victim to brand hubris, and is feeling the consequences
Commentary by: David Vinjamuri

Toyota’s recall of 2.3 million vehicles, and the unprecedented step of halting production at six of its U.S. plants may seem like the inflection point in its quality crisis.  Although the sudden acceleration claims have been circulating for at least three years, Toyota appears to be taking the problem seriously and responding strongly.  A parallel might be drawn with the 1982 Tylenol recall, where J&J chairman Jim Burke took the unprecedented step extending a local criminal issue into a national recall to avoid a loss of confidence in the brand (or copycat acts) and used the entire J&J workforce to physically remove the product from shelves.  (Ironically, J&J is currently experiencing another crisis with Tylenol.)

Unfortunately, Toyota’s current crisis is headed in a different direction.  Two minor facts in the news give us evidence that Toyota is in for more trouble.  First, The New York Times notes that Transportation Secretary Ray LaHood asserted on a Chicago radio show that the U.S. government requested the work halt – disputing assertions by Toyota North American COO Jim Lentz that the production stoppage was purely Toyota’s initiative.

The second minor news item was the assertion by Apple co-founder Steve Wozniak that he has found a reproducible, software-based error causing unintended acceleration in his 2010 Prius, a car not on the recall list.

Either of these assertions may prove to be incorrect, but the mere fact that they’ve both reached the national news media suggests that Toyota has a bigger problem: brand hubris.

Brand hubris, shortly stated, is the tendency of successful brands to believe that they’re infallible in the areas of their greatest strength.  This puts them at greater risk of a catastrophic error.  A good example from the last decade was Dell, which once had an unassailable reputation for quality and customer service which was brought down by a single blogger (Jeff Jarvis).

In Toyota’s case, their sterling reputation for quality led to a customer service apparatus unable to comprehend the concept that a major error could have made it through their system undiscovered.  This attitude dictated the company’s response to early complaints – rejection and legal squabbling and forced the issue to bubble into a crisis before senior management would acknowledge it.

That same attitude guided the company when it refused to engage with Steve Wozniak, and kept it from getting its story straight with the National Highway Transportation Safety Administration.   Both of those were costly PR mistakes.  For this reason, it seems likely that Toyota’s problems will multiply, not ameliorate.

The lesson for other brands is this: don’t assume that you can’t screw up, even in the areas of your biggest strength.  Reward those who identify problems early.  Realize that some of the most important information on the quality of your products comes from your customers and don’t punish customers who take the time to complain.