Innovation Blog

Time to change the (marketing) channel

As a product of “I WANT MY MTV” generation who believed “too much is never enough” it should not have surprised me when my 10-year old son came to me and said he had watched everything to watch on Netflix.  What did surprise me was that he was specific in knowing that he wanted a subscription to Hulu.

His argument: There were new shows on Hulu that he could only watch with a subscription, and he had run out of content on Netflix.

My take: My son can find content on a phone, tablet, wristwatch, TV, iPad, computer, and even on his video game console. When he wants it, he can get it, provided he has a subscription or the right access.  He no longer needs to change the channel in bulk. And, he can buy it à la carte, in a small bundle or with access to hundreds of channels.

I guess you could say it was time to change the channel? 

Every day our audience tells us that they’re hungry for content anyway they can get it. The audience for Engine Builder, for example, is fiercely loyal to the print publication, yet it is common to find 4,000 or more likes or comments on a single Instagram post for our Engine of the Week Series. In fact, we rarely need to mine for resources – they come to us knowing we are the only channel serving this type of content.  The 40,000+ followers of this page are hyper engaged and demanding of content that only we (and our readers and advertisers) can supply. Check out this great integrated program with Engine builder on Instagram HERE and the weekly video recap HERE and see why marketers can connect high value content with strong reader engagement.    

Another example is our newly launched Podcast series.  The early feedback from readers is that we listened to them to understand how they wish to engage with our content, whether they are at the shop, on the way home during their daily commute, on the treadmill at the gym or making dinner for their family.

Check out this podcast featuring the Tech Group’s Andrew Markel discussing the importance of selecting the right engine oil with engineers from Lubrizol.  This is the perfect example of a global brand extending a non-traditional partnership with our publications with high value content.

Why partner with Babcox on a podcast?

  • We have the in-house editorial experts who know your products or services and have access to the most respected resources in the industry.
  • We know what topics your customers are interested in hearing about
  • Our solutions can be turn-key while you retain control of your message. 

A podcast is the perfect marriage of content marketing, audience engagement, and lead generation. Your customers are listening and want to her from you (and about you too!)  Click HERE to read more about our podcasting solutions. 

Randy Loeser
Group Publisher

Randy Loeser joined Babcox Media in 2013 as publisher of Tire Review and was later given additional responsibilities as the Director of Digital Media and Group Publisher of Engine Builder. In 2018, Randy transitioned into the role of Group Publisher of Content Services to provide creative and custom content solutions to our clients. Randy has worked for several national business-to-business publishers in a variety of roles, including publisher, business development, marketing and internet products management. Randy is a 1995 graduate of John Carroll University.

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