In the last couple of weeks, it has been interesting to see how newspapers, television, and radio use media to market. See, they need eyeballs, ears, or page views to justify their advertising dollars. So, what better way to do it than the use of outrage.
Image from sportswrap.berecruited.com
The master of course is none other than Rush Limbaugh. This weeks outrageous claim, “He hopes that Obama fails.” So, instead of ignoring him, the general media, the blogsphere, and others give him free press with their outrage. What? Rush Limbaugh spoke? Let’s go listen to him.
All the while, Rush Limbaugh is laughing his head off because everyone took the bait. He can now demonstrate to his advertisers that he has the audience to deliver their message to potential buyers of angry listeners. He smokes a cigar, kicks his feet up, and smiles a devilish smile at the power he has over the American people.
Recently here in Indianapolis, Bob Kravitz pulled a similar stunt. The day after the Colts lost to San Diego, he declared that Tony Dungy was no longer fit to be the coach of the Colts. He made some sarcastic claims that Dungy did not really deserve to be credited for a Super Bowl. He was an abject failure that needed to decide if social work was more important than Indianapolis Professional Football.
It was an outrageous article. HE GOT ME! I was upset by it. It made a blog in the New York Times. It was in USA Today. It even made Fark.
The result….page views. It generate page views for the Indianapolis Star. Page views means advertising revenue. Outrage brings revenue.
The next week when Dungy announced his retirement, you would have thought Bob Kravitz was a disciple of Tony Dungy. He had nothing, but nice things to say. After reading the article, I realized I had been had.
See, outrage got me to click on the page.
Right or left, outrage is a good way to get noticed.
And business can do it too. It can be outrageous that Chinese companies use lead to manufacturer toys for children. Or, it can be outrageous that companies healthcare is being offered by pharmacies rather than doctors. It is outrageous that our energy is being controlled by speculators, why not use wind, solar, and electric?
Outrage is a powerful marketing tool. Just ask Rush Limbaugh – he’s been making millions from it for years.
Paul is an Internet consultant and President of Professional Blog Service. Professional Blog Service works with companies trying to beat their competition online using business blogging, social media and search engine optimization to dominate their markets. My interests are in Entrepreneurial pursuits, soccer, music, and travel.
