The recent news from Tesco that its in store publication, imaginately named Tesco Magazine has a confirmed distribution larger than the biggest selling red top tabloid in the UK , did not make front page news but certainly for me marks a watershed.
Is it a reflection of peoples reluctance to pay for publications or a reflection of the move to online news and content?
Newspapers certainly feel outdated not only in terms of their physical state, but also in terms of the news content which by definition is out of date with the average person aware of the content from faster media sources.
That said, people are likely to still want to read comment, analysis, gossip and the rest in the old fashioned mediums – like the one you’re reading right now – such as magazines with news coming online or via feeds.
The same is of course true for our industry, and successful companies are already targeting their messages in this way.
In an instant world we want instant news, and of course be the first to hear about great new offers, or at least feel that we’re the first to hear about them.
So in terms of brokers communicating with their clients, ensuring that you can connect with people this way is paramount.
Which begs the question of how many of your clients’ email addresses do you actually have?
If the honest answer is that you don’t, then make 2013 the year when you change that.
Because if you’re not emailing or texting your clients with offers and information about the latest deals, then you can bet that your competitors most definitely are.