Brandon Copple on Groupon's Editorial

Groupon Managing Editor Brandon Copple, formerly the managing editor at Crain’s Chicago Business, talks about the Google-resisting company’s focus on writing: “There’s nobody out there putting as much muscle and intellectual power into their editorial." Yep, editorial — Copple doesn’t talk about ‘ad copy’ or even 'copywriting.' I Tweeted a while back about reading Groupon’s entertaining and informative ”Voice Guide“ for its writers, which makes clear how much the company cares about the content in those many thousands of emails. This interview’s brief, but it reenforces the larger trend evident every day of marketing becoming more like publishing, with communications professionals thinking more like editorial directors, packaging and sending original content out to … yes, they’re often still called subscribers.

Jennifer Walzer: I've Changed My Mind About P.R.

In this NYT piece, the founder and chief executive of Backup My Info! writes of realizing that she does in fact need a P.R. company to help gain media coverage. When she states that “we have an excellent story to tell” — no doubt true — I couldn’t help but think it’s a missed opportunity to focus solely on P.R. Why not invest in generating compelling content from within, like say, Backblaze or Dropbox (to take two examples in the back-up space)? Launch a blog and feed it well. Tell your own story.

Walzer sounds excited about the company’s ultimate decision to hire a P.R. shop called Springboard, and I wish them both success. I would have been concerned, though, by how Springboard itself is communicating on the web. On my visit today, their company blog was a 404 dead-end, and their last post on Tumblr was from September 2008.