Ask anyone who knows something about anything and they’ll tell you that the Sunday Times is influential, that it has significant reach into high-end demographics, that it drives recommendation and purchasing decisions…blah de blah de blah.
Well, it’s a myth. Like dragons. And let me slay this one once and for all.
I was featured in the Sunday Times yesterday (as was my family). Not just a little mention either. The first two words of the article were my name, the next one my age and the next four my occupation. It then went on to discuss our life here in France…or at least the bit of it related to the rental of our holiday properties. And there was a picture. I was even quoted as using the word “caboodle”.
I don’t know about you, but if I saw someone I knew featured in the Sunday Times, I’d probably give ’em a call. Or send an email, or a text: “Saw your ugly mug in the Sunday Papers…nearly hurled my cornflakes…” That sort of thing.
Twenty-four hours on from the article’s appearance and what have we had? One call. From the Mother-in-Law. And she gets to stay here for free.
My only conclusion – based on an admittedly small research study – is that the Sunday Times exerts no influence whatsoever over its readership.
Actually, that’s not my only conclusion. Others might be that I have no friends that read the Sunday Times. Or, more simply, that I have no friends. But my Facebook profile tells a different story (OK, so this might be a slight flaw in my otherwise rock-solid argument). I also recognise that the Property section comes fairly well down the Sunday Times hierarchy. But surely it trumps Travel and Appointments?
I’m also concluding that the purchase of the Sunday Times is purely a habit. In the same way that I flick the kettle on upon entering any kitchen, a decent proportion of the UK population searches out a newsagent and buys the Sunday Times every weekend. Both are largely a waste of energy.
bitterness argument, I’m also going to conclude that old media is well and truly dead. Indeed, the only positive result that will come out of the article will be due to this blog post, confident as I am that it has greater reach (and if anyone would like to sign up to my new training course: “How to extend the influence of traditional media coverage through the creative use of social media” than please drop me a note).
I said “caboodle” for Christ’s sake. Surely that’s good for something?