Get with the 21st century
As I was updating my Vox blog—the one with ‘personal addenda’, I was reminded that around seven years ago, Condé Nast advertised on Lucire. To drive trafﬁc to its new Style.com portal, it needed more legitimate, well established sites to get folks there. And we were one of them.
But for years, perhaps till quite recently, Alexa Internet stats indicated that lucire.com outranked vogue.com, and I believe we still are ahead of Condé Nast properties when it comes to a search for “fashion magazine” in Google.
I know I have been blogging about Lucire online these last few days, but that is where I have been—it’s back into the font and print magazine businesses tomorrow, for catch-up work.
Anyway, these stats are nothing surprising, and they are a matter of record. But I remember when one of my staff went to see a cosmetics’ company here in New Zealand. I won’t reveal the brand, but it is quite well respected. I will say it was not L’Oréal, which has been with us since the online-only days.
The woman at this company said it was ‘impossible’ that a New Zealand site would outrank an American one, that what she was being told was essentially BS.
This is after we won the America’s Cup in yachting the second time and after Peter Jackson began releasing his Lord of the Rings movies. And long after Edmund Hillary climbed Mt Everest, for crying out loud. (For the record, that was after Sen. Clinton was born.)
No matter how we succeed, there are still New Zealanders who think we can’t do anything. It’s 2007, woman.
That company still does not advertise with Lucire, and continues to peddle its goods with a media strategy that McMahon & Tate could have written when Darrin No. 1 worked there.
But it’s that backward, only-foreigners-can-do-it-for-us thinking that is driving this nation into the water. Which is dangerous, since we are on an island already.
Whomever we vote next time, let’s vote for someone who can put the pride and can-do attitude back into this nation, and let that enthusiasm infect others abroad. Posted by Jack Yan, 10:09
If that's the attitude you are better off without them. Help promote their opposition!
# posted by Robin Capper: 1/15/2007 11:15:00 AM
Jack, go to Alexa and check out the traffic of some other NZ Fashion sites like slamxhype.com (good friends of mine) and do some quick comparisons. Ridiculous traffic.
I've found alot of NZers constantly underestimate how small the world has become.
# posted by Dan Gordon: 1/15/2007 09:58:00 PM
Those were the days. We used to see 20,000s regularly on Lucire, and 30,000s as a matter of course (you can probably see these numbers in Alexa with the historical graphs). That was before I hired the wrong people. I think we crossed the 80,000s back in 2001, and it looks like we will have to do that again …
Robin, I know—though I would like to use their money for our own gain!Post a Comment
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