A Quick Word About Wordle

Posted on March 19, 2011 by Joseph Reaney

[ORIGINALLY PUBLISHED ON 18TH NOVEMBER 2009 BY RED C MAGAZINE]

I like words. They happify me. In fact, they make me tripudiate with joy. I’m one of those people who take far more pleasure in hearing about a crepuscular splodge than actually seeing one; and would much rather read about a spelunking scrimshanker than go and cheer him on. I get a kick out of the English language and, at the risk of being philodoxical, I think everybody should. Language may be fundamentally a means of communication, in the way that food is fundamentally a means of nutrition, but both offer pleasure far beyond their function. Words should be savoured like a sumptuous steak.

Of course, when I try to convince my chums about the myriad delights of mellifluous language, they call me a ponce. Well, until a few weeks back. All of a sudden, they’re casually dropping obscure words into every conversation. It’s frippet this and proprioception that. And while I love to think it’s down to my strategic nagging, I’m afraid it isn’t. They still think I’m a ponce. But they’ve become huge fans of this website called Wordle. Continue reading →

The Peaks and Troughs of Celebrity Endorsement

Posted on March 11, 2011 by Joseph Reaney

[ORIGINALLY PUBLISHED ON 19TH APRIL 2009 BY RED C MAGAZINE]

Really, what’s the point of celebrity endorsement? Does anyone actually care what kind of natural yoghurt tickles the tastebuds of a vacuous reality star, or which department store has flip-flops to fit a has-been pop singer? Perhaps, or perhaps not… it really depends who the celebrity is, and whether they appeal to the product’s target market. I, for one, am happy to believe that Peter Kay really does enjoy a cheeky pint of John Smith’s, and that Stephen Fry genuinely relishes “the soothing taste of Twinings”. And I’m also thoroughly convinced that Kerry Katona does – or did – her big shop at Iceland.

Good celebrity endorsements rely on a careful marriage between product and ‘star’. If the collaboration works then both brand and celebrity could reap the rewards, but if the two are utterly mismatched then the association could have a severely damaging effect on product sales, profits and worse – reputations. Continue reading →

The Two Sides of Dark Marketing

Posted on February 27, 2011 by Joseph Reaney

[ORIGINALLY PUBLISHED ON 7TH APRIL 2009 BY RED C MAGAZINE]

Dark marketing may not be a popular topic of conversation down the pub, or a subject of family debate over a sunday roast, but last year the increasingly popular advertising technique got some important exposure through its use by that most cuddly behemoth of unquenchable consumerism… McDonald’s. The fast food giant, more normally associated with in-your-face mass-media advertising and sport sponsorship, was found to be the quiet and unassuming creator of a popular online computer game. Continue reading →

Ischia’s Wild Winter Warmers

Posted on February 6, 2011 by Joseph Reaney

I have had a new travel article published in February issue of Shoestring Travel Magazine. It’s about the hot springs of Ischia in Italy, and here’s how it starts:

“It was one of those bitterly cold December days in southern Italy, when the chill wraps itself around your bones and draws you towards winter, and I was freezing to the seat of my newly-rented scooter. The frosted palms and agave plants blurred at my sides as I tore down the mountain, enduring the icy gales for the tropical target that lay ahead: one of Italy’s wildest and most unique thermal spas…”

If you’d like to read more, simply click here for the whole article. Or you can visit the Shoestring website to read the entire (excellent) edition of the mag absolutely free.

Defining Your Audience

Posted on January 22, 2011 by Joseph Reaney

[ORIGINALLY PUBLISHED ON 23RD JANUARY 2009 BY RED C MAGAZINE]

What do the best advertising campaigns have in common? Well, a good advertisement has to work all the way from conception to execution. It has to really understand the product it is advertising; from its unique selling point and inevitable faults to the competition and market performance. The best advertising campaigns are honed and finessed, skilfully constructed with copy and design that communicates the message without relentlessly screaming in the consumer’s face. But the most important element of a successful campaign is empathy with the buyer. The fact is, an advert can never really succeed unless it gets to know its target audience. Continue reading →

A (Very) Brief History of Advertising

Posted on January 6, 2011 by Joseph Reaney

[ORIGINALLY PUBLISHED ON 11TH DECEMBER 2008 BY RED C MAGAZINE]

Marketing has been around a lot longer than you may think. In fact, commercial messages, lost-and-found advertisements and even political campaigns can be traced back to ancient civilisations around the world; from Greece, Rome and Pompeii to Egypt and Arabia. And things haven’t changed all that much…

Pre-20th Century marketing
Following these old-time pioneers, the ensuing millennia saw the continuation of small-scale marketing communication across the world, mostly effected by street callers who were hired by stallholders to promote their wares. In seventeenth-century England, weekly newspapers began to print classified ads and descriptive pieces on the latest books and medicines available on the market, including their respective costs. The French newspaper La Presse pioneered the concept of paid advertising in 1836, allowing it to lower its cost for consumers while upping its profits; an idea soon copied by newspapers the world over. But it wasn’t until the late nineteenth century, when better technology allowed the printing of colour and illustrations, that mass-marketing really started to take shape. Continue reading →

Getting Back to Losing Ways

Posted on December 23, 2010 by Joseph Reaney

As England’s World Cup dreams turn to soiled bed sheets for the second time in six short months, Joseph Reaney asks if it’s time for the country to get back to losing ways.

After a week of endless debates, accusations and excuses, the country has finally settled on the key reasons why England’s vomit-inducing World Cup pity plea ended its long life nestling in the u-bend of an Alpen-clogged Swiss shitter. In the end, we decided, it all came down to three things: the British media’s nasty habit of reporting the facts, the FA’s naivety/arrogance/collective ugliness and Sepp Blatter’s thoroughly unpatriotic lack of neutrality (although personally I’d also like to see some of the blame fall at the feet of Guy Garvey – after all, there are only so many times you can listen to One Day Like This without feeling the irrepressible need to defect to Russia.) But whatever the reasons for the nation’s failure, the simple fact is that England weren’t good enough. What baffles me is why this constitutes news; surely not being good enough is what we’re good at. Continue reading →

Transdniestr: Last Kid on the Bloc

Posted on November 23, 2010 by Joseph Reaney

I’ve recently had a travel article published in the latest issue of Shoestring Travel Magazine. It’s about Transdniestr – the last remaining communist state on the old Eastern bloc – and here’s how it starts:

“1989 was a watershed moment for Europe. It was the year when Poland, after 44 years of stringent Soviet rule, finally turned its back on the communist ideal. This act of defiance was the spark that lit the fire of revolution across Eastern Europe, and within the next three years East Germany, Czechoslovakia, Yugoslavia, Hungary, Romania and more than a dozen other socialist states – including Russia itself – had overthrown their respective governments and entered a new era of capitalist democracy. Communism in Europe was dead and buried.

Well, almost buried. For as the world watched Poland and co. march towards a bright new dawn, no-one seemed to notice that one tiny piece of the Eastern Bloc had been left behind…”

If you’d like to read more, simply click here for the whole article. Or you can visit the Shoestring website to read the entire issue for free. I’ve also been commissioned to write for the next Shoestring Magazine, so watch this space.

Coming Soon

Posted on November 1, 2010 by Joseph Reaney

I apologise profusely for the delay with this page but I promise you… this travel blog is coming very soon.

WATCH THIS SPACE!

In the meantime, why not take a look at a small but tasty selection of my published travel articles and blogs?

Or if you’re looking for a bit of aural stimulation, you should give The Chop House comedy podcast a whirl!

And if there’s anything else, just get in touch. Cheers!