Begin forwarded message:
> Date: January 17, 2010 9:47:41 PM GMT+05:30 > Subject: The Art of leaking news : Learning it from Apple > Source: Etiole > Author: Monik > > The first thing i see when i log on to Digg.com is some Apple news. When i > start reading articles in my RSS reader, all i see is Apple Rumors on all > blogs. Who gives birth to these rumors? Why is everyone interested in Apple > news? How does it spread so fast? > > Apple knows all the answers. Let’s take the questions one by one. > > Who gives birth to these rumors/leaks? > > Apple itself. Apple has a team of marketing geniuses and news hungry people. > That makes a perfect combination. > > What? Apple itself leaks news? > > I read this article at MacObserver which gave me a deeper idea as to how > Apple made leaks. It had few simple steps. > > Some Senior Executive instructs juniors to find to talk to someone at Major > news outlets and reveal some information. > It is done over phone or in person and never in writing or emails because > then no one comes to Apple with a proof. > This method works out the most as it’s claimed as a “Rumor” and so it may or > may not be true and in this case the reputation of the both the parties is > maintained and both of them benefit, Apple get’s required buzz and the > authors get reader’s interest! > How do they get people interested in their news? > > There are about 94,143,486 blogs who have posted about iPhone with a > collective readership of over 30 Billion readers but only 45 Million iPhone > were sold. > > Apple does controlled leaks and it’s famous for not revealing information. If > we see, generally you would be interested to know something when the other is > trying to hide it. Simple principal is that > > The more one hides, the more interest it generates for the other to know > > This simple principal is responsible for the companies huge marketing success. > > How does Apple get people to post their news? > > If there are readers, give me a reason why people wouldn’t like to read about > it? I mean our blogs first Digg frontpage was a Apple story too! > > Also apart from readers, they do have great communication specialists who > know the right people and get them at the right time so the news is a sure > hit. > > Why do they need news leaks? > > To capture public reaction before releasing actual news as this helps them to > plan actual stuff for products. I mean they could consider this as an > unofficial trial without hammering the companies reputation. > > They get the buzz by doing this. I can’t speak much on this because if we > compare the Operating System market share, Apple has only about 5%-6% while > Windows leads the rest of the market with much higher market share. > > How far is this method successful? > > In terms of popularity, this method works a lot. I mean every Windows fed up > user wants to buy a Apple computer (sort of?). > > Frankly if we think what a Apple customer is going through, then it’s hell. > Why you ask? It’s simply because first of all he’s putting a lot of money > into buying a premium product and on top of that he’s quite unsure about any > refresh/updates to the product line so he gets confused if he should buy the > product or not and so he wastes time thinking to buy it or not. > > > > > > > > Read more… >
