The Marketing of Winter

Back when I was a kid (are you groaning yet?), we didn’t have polar vortexes or named storms. No, it just got cold with arctic blasts and the occasional blizzard.

The Weather Channel had a nice justification for naming its winter storms, specifically safety through awareness. But let’s be honest about this, the channel is making its content more attractive to the marketplace through personification and mystery.

It’s the marketing of winter.

Can you blame The Weather Channel? In an era of niche media, there are few things that commands attention across wide swathes of the population. Major weather events happen to be one of those things, the Super Bowl being another.

Believe me when I say this: The Weather Channel has to do everything it can to drive ratings. A victim of its own successful Internet applications, the Weather Channel lost 20% of its viewing audience when DirecTV dropped it earlier this month. This follows a 19 percent drop in its ratings since 2011 as a result of its hyper successful Internet apps.

It makes sense. Some people may prefer spending 30 seconds on the Weather Channel app as opposed to watching ten minutes of programming to get the same information.

Competitive weather networks won’t help. In addition to WeatherNation, Accuweather is launching a 24-7 network this fall as is Network Weather. It seems like there will be more fish fighting for this smaller pond.

But if The Weather Channel sees people checking the weather via their apps instead of tuning in via cable, wouldn’t it make more sense to invest in interactive content instead of fighting for less cable viewers?

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That’s why the marketing of winter makes sense to me. There is one thing we can be certain of; sooner or later the weather will turn foul. The added panache provides a compelling story that translates across medium.

Vortexes and named storms offer The Weather Channel a differentiator, and allows them to sell advertisements and sponsoships of major weather events on their networks. The mobile ad check-ins alone are probably worth it. “Sponsor coverage of five named storms this winter. You can make sure your mobile ads for snow shovels show when someone is within five miles of a store.”

What do you think of the The Weather Channel’s marketing of winter?

Tunisia Teaching Gladwell

Perhaps the most dismissive part of of Malcolm Gladwell’s “Small Change: Why the Revolution Will Not Be Tweeted,” article was the closure: “A networked, weak-tie world is good at things like helping Wall Streeters get phones back from teen-age girls. Viva la revolución.” Tunisia’s recent revolution demonstrates that social media can be a powerful tool purposed by revolutionaries for change. And in doing so, Tunisia teaches the Malcolm Gladwells of the world a lesson or two.

Gladwell’s conclusion found its basis in the weak ties theory from The Tipping Point, and lack of hierarchies in social networks. But Gladwell’s absolutist view of social change and activism online failed to grasp that it’s not the media that causes revolutions. Social media are but tools.

Further, recent research from Pew demonstrates that adults who participate in social networking also engage in more group activity than their peers. Stronger ties are the result. The Tipping Point precedes the online social networking era, and while it certainly has great insights into influence, it may be dated.

These two points prove that Gladwell was dead wrong in his New Yorker article. The Tunisian revolution was tweeted, YouTubed, Facebooked and blogged, but not here in the United States. It was done where it mattered most, in Tunisia. It was done because revolutionaries had no access to state controlled media. It had to be delivered on social channels because their were no others available to revolutionaries to counter expelled dictator Ben Ali’s propaganda machine.

Does that mean social media created the revolution? No, technology is not a cause. It does means that Gladwell was off on his assumption that finding lost phones would be the great result of social connectivity. Tunisians took real action when they saw news of suicide protests (primarily on Facebook). A chain reaction ensued when people realized that their brothers and sisters were protesting. The spark happened at the right moment, and triggered the tidal wave that cause Ben Ali to flee the country.

Another tip-off about how important Internet tools were to the resistance was the Ali government’s persistent use of phishing attacks on Gmail and Facebook in the years leading up to the climatic ousting. The government waged a bitter cyberwar against online activists, and in the end started arresting Tunisian bloggers.

It’s the Message, not the Medium

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Thích Quảng Đứcimage from Listverse

There are other parallels to past non-Internet events. The tidal wave of offline protests that spread across the country via social media began with Mohamed Bouazizi’s suicide by self immolation in Sidi Bouzid. In 1963, a Bhuddhist monk named Thích Quảng Đức burned himself to death in a widely broadcasted event, that triggered the Buddhist crisis and a change in regime in South Vietnam in 1963.

Did TV cause the South Viet Nam regime change? No. Were the relational ties created by broadcasted images stronger or weaker than social media? Arguably weaker. But the tools helped get the word out. Just like in Tunisia social media tools helped combat propaganda. Intentional use of media tools to affect change worked in both cases.

Marshall McLuhan said the medium is the message, and Gladwell’s arguments primarily focus on social media itself as the revolutionary message. McLuhan said not to get lost in the message, that the medium changes us in its capabilities. Both are wrong. Whether it was photographs and broadcasts in 1963 or user generated videos and Facebook messages in 2011, when the situation is right and the message is on target, revolutions can happen. The media used were but tools to affect these two governmental changes.

The only difference that social media brings to bear is a much less controlled networked media set that can circumnavigate authoritarian control. In the right situations, it can catalyze political revolt. If successfully accessed it can become a great equalizer, empowering citizens to rise up against state controlled media. The theory of an empowered Fifth Estate resonates strongly in Tunisia, and in past examples, albeit failed ones, like Iran.

One thing is for sure, regardless of punditry, autocratic governments across the world took notice of the Tunisian revolution. What do you think about Gladwell’s theory in light of these recent developments?