Merry Christmas Wall Street

I just paid $79 for a Wall Street Journal online subscription. I resisted the Dow Jones clan for years, thinking to myself, “Who needs them, when there’s so much free content available?”
At long last I had to face myself and admit I’m the co-founder and Editor of AdPulp, and this subscription is simply a cost of doing business. In other words, it’s my responsibilty to read the WSJ. And share with you here some of that reading. Like this bit, for instance:

Indiana University’s Kelley School of Business is trying to distinguish itself from competitors more effectively. Daniel Smith, Kelley’s dean and a marketing professor himself, believes promoting M.B.A. programs requires a much different approach from selling mass-market products and services. “When you have an experience product like an M.B.A. program, the customer’s risk is high because you can’t test drive multiple schools and you can’t change your mind once you make your purchasing decision,” he explains. “That makes the brand extremely important as a trust mark that helps to reduce the customer’s risk.”

You see, it’s paying for itself already.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.