The media landscape has changed dramatically in recent times and savvy media owners have adjusted their media propositions accordingly. The need to make such adjustments is probably best reflected through B2B media, business people who need information source it through their desktops and/or numerous handheld devices.
Google will be the first point of call in most instances leading to the most relevant information source. Keeping up to date with business news and information is provided through email newsletters. One of our favourites is the stark H&C News.
It will never win any design awards but it does deliver just what most business people want, simple headline copy that can be scanned for relevant content quickly.
So when we received our copy yesterday the subject line stood out, like their newsletter headline format the subject line is a variation of ‘it does exactly what it says on the tin’ with only a date variation on ‘H&C News 19th May’ on any given day. Yesterday’s was new ‘H&C News Chef Central, from Grant Sous Vide’.
The opening headline, ‘Welcome to Chef Central’ led to a page setting out the Where, the Why, and the How of Chef Central. H&C News provides business information covering restaurants, hotels, pubs, contact caterers and other outlets. Recognising that chefs are central to the operation of all those businesses a new section had been created in their website as well as a monthly newsletter for all things chef.
The fact is that chefs are at the heart of foodservice provision and celebrating as much sends out a very positive message to them all. Of course 99% of chefs do not enjoy the media adulation that 1% do, so a very savvy piece of positioning in our opinion. The Chef Central section and the newsletter is sponsored and again in our opinion is a very savvy piece of positioning by Grant Sous Vide.
There is no doubt that the media landscape has changed over recent years through simple initiatives and adaptations such as content sponsorship. We all see these every day on National TV where Compare the Market sponsor Coronation Street to reach their viewers. Grant Sous Vide have done similar with H&C News and we suspect 99% of chefs will appreciate as much.
Chef Central is Sponsored by Grant Sous Vide
