Word of Mouth Marketing with New York Times Director Jeffrey Graham

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New York Times Executive Director of Customer Insight Jeffrey Graham talks about word-of-mouth marketing, rumor control, the wisdom of the crowd, and keeping the Grey Lady profitable.

Graham leads a 30-person corporate research team at The New York Times, which includes advertising, digital marketing, strategic research, analytics, and email newsletter marketing.

Previously he was SVP, Strategic Research & Accountability Director for Starcom MediaVest, where he led communication research for Procter & Gamble, as well as research for P&G’s television and digital investments.

Others from the New York Times who have appeared on this podcast include media business columnist David Carr and consumer electronics columnist David Pogue. 

Show Notes:

2:33 – Graham on his “Online and Offline Word of Mouth” session at the PRSA International Conference.

3:23 – Graham on the influence that word of mouth has on internet marketing and online advertising.

4:00 – Graham on how marketing and public relations professionals can leverage word of mouth.

5:02 – Graham speaks about how he got involved in word of mouth marketing.

6:01 – Graham on the origins of word of mouth marketing.

6:47 – Graham on tactical word of mouth marketing.

9:12 – Graham on the future of the daily news.

10:50 – Graham discusses how the New York Times maintains its depth and scope.

13:12 – Graham on InfoWorld’s decision early on to web publish only.

14:37 – Graham on The New York Times readership.

15:20 – Graham on the social media at The New York Times.

18:00 – Graham describes and the digital strategy of The New York Times under Arthur Sulzberger.

19:23 – Graham shares advice to people like Sam Zell on how to save newspapers.

20:38 – Graham on the dissertation he’s currently writing on rumor control.

20:46 – Graham describes some of what he’s learned so far on rumor control.

21:33 – Graham explains the relationship between rumor and crowd control.

22:24 – Schwartzman asks about crowd control online with examples like the uncovering of Marie Digby.

25:12 – Graham gives advice to the public relations agencies moving forward.

26:16 – Graham on what he’s found surprising while researching The New York Times readers.

28:32 – End

Photo by Annie Spratt on Unsplash