Why the Waitrose and Allied Boots agreement is the real deal!

You may have noticed in recent months, Allied Boots (Boots) stores comprising a Waitrose food outlet. The new strategy is aimed at attracting the ever increasing convenience customer on the high street. For years Waitrose has being playing catch up in an ever growing convenience market, with many similar competitors, Sainsburys Local and Tesco Express, adopting these distribution channels in the past. Yet the move to expand into this type of  channel through an existing and highly recognized brand name on the high street is unique. Consequently the synergy will bring about positive benefits for both companies. 

The footfall of Boots will increase, having the prestige image of Waitrose combined with the prestige image of Boots will no doubt offer continued benefits. Whilst continuing to use Boots brand name and footfall recognition for its cosmetics and health, it will encourage Waitrose to explore to a new type of outlet. According to Marketing Magazine, Waitrose has set an initial target of 300 boots stores to enter, based on feedback and customer perception this number is certainly set to increase.  

Whilst Waitrose outlet stores won't be large in size, the stores will comprise essential products aimed at consumers picking up goods on the go. The recent expansion of their 'essential' range reinforces this strong marketing message, of convenience. Under the umbrella of the Boots advantage loyalty scheme, consumers can qualify for points on Waitrose products too. What is not certain is whether consumers will be allowed to redeem points on Waitrose products, but only time will tell and as of yet Waitrose does not offer a similar loyalty scheme employed by many of its larger competitors. The move will enhance Waitrose health and cosmetics section and offering a bigger variety of products. In remains to be seen whether Waitrose will follow similar patterns of larger stores such as Tesco or Sainsburys and have an in-store pharmacy in Waitrose larger store formats. 

Finally Waitrose has stuck an exclusive deal with the high street retailer, according to Alan Treadgold, head of retail strategy at advertising agency Leo Burnett, 'The deal puts two middle-England brands together. There is a natural fit because of the confidence customers have in both'. Similarly the move reinforces that the British high street is still indeed British, with many national stores facing closure from foreign products, that are cheaper and more affordable the move should bring back confidence to the rest of the high street sector. 

The phones of the future.... if only we could find the battery of the future

Relinquish if you will ten years previous. A time when all the talk was about the latest skin cover, the latest 2 mega pixel game, the first full colour screen. Battery life seemed to last a life time, although the scope of operations was limited we could still send messages, make calls, play games like Snake and Tetris. Fast forward a century and we are lucky if we get a day out of latest smartphone.

Smartphone usage has grown significantly in recent years, whether your a blackberry user or an Iphone or   HTC user most of us has one or know of a friend who has. We have become a nation obsessed by App's so much so that this has become the biggest selling point of the smartphone, being able to download the latest version of Angry Birds, was not something you could have done ten years ago. Maps and navigation have made the idea of a one fit personal device put the Sat Nav to rest and document options such as writing emails and creating spreadsheets have made the laptop become almost obsolete. 

Yet, whilst the providers are creating the products like there is no tomorrow and mobile phone providers forced to tighten their contracts due to the unforeseen nature of the product itself, limiting the scope of unlimited internet for example has left a huge burden upon operators shoulders such as O2 and Orange. Operators have realised that with the latest smart phones built for the future, they can entice you in with 24 months contract, out are the 12 month deals, with latest version of Android OS and Apple OS available and within easy reach, users can upgrade firmware to keep there phones modern, up to date and trendy with the latest crowd. 

Batteries of yesterday are powering super-computers of today

We live in a technical revolution where everything is powered by our mobile phone; checking emails, checking the weather, checking the latest sports page, reading a book, playing angry birds, checking emails (Blackberry obsessed users take note) the list is endless, yet the batteries have failed to catchup to speeds with what we are doing. Displays have become more powerful, screens suck more juice from our battery (approx 80% of our battery usage comes from the display). 

Whilst the technical revolution of the phone is great, it seems that most people are still frustrated that we can never be too far from a plug socket or a cigarette lighter. Mobile phone manufacturers need to realise that whilst the revolution is necessary, we also need to be able to do more things on the move, for this to happen we need the battery life's to increase. 

PM tightens media correspondence

The case against the News of the World has uncovered numerous amounts of information, allegations about some of the most powerful people in world media today. It seems however that the PM has decided to tighten up controls of controversial uncovering of interviews with newspaper editors and newspaper journalists.

Instead of allowing MPs to hold meetings with any paper, they must now publish quarterly reports of who they have held meetings with and who was present. Whilst this may be clear on paper, it maybe difficult to control in practice. The media circus in the UK has become far reaching than ever before and in light with continued demand for on-demand information, it is making it even more difficult to protect information escaping. Furthermore whilst meetings are being recorded, emails are a crucial tool in the exchange of information and may slip through the net, maybe escaping a untrained eye which may lead to more information being released about the Royal Family or the UK Government. 

The whole scandal against the News of the World and News International has opened a whole can of worms, restricting newspaper editors to scheduled interviews is only going to create mere I say it 'boring news' as everyone shares the same front story, no under cover journalist  will be able to arrange secret interviews with celebrities and politicians alike, broadsheets may even become more transparent with each other. On the other hand it won't stop newspapers such as the Sun publishing rumours about what might happen in the weeks and days to come. 

Boycott of the Brands: Should advertisers restrict who they associate their brands with?

As news breaks of the uncovering of phone tapping of senior politicians and celebrities by journalists at News Corporation a subsidiary of News International and its newspaper brand News of World, advertisers are considering their positions with the brand itself and questioning should they be associated with such a reputable brand such as News of the World.

According to the Newspaper Marketing Agency, News of the World costs just £1 to buy and attracted a readership following of just over 7.4 million per year in 2009 with a typical readership age of 35 to 44.

Likewise its sponsorship deals not only benefit the paper to make it a commercial success but also help the advertiser reach that captive audience which would have made it difficult to aspire to alone. This is what is known as an ingredient product. Furthermore it could be highlighted that the advertising schemes run by many organisations complement the newspaper. For example on its advertising website it states that readers of the Sun and the News Of the World redeemed 2.75m in vouchers worth £5 each in Tesco & Morrison’s. This suggests that people buy this paper not just to read about the daily news but also for incentives that it offers inside. Removing crucial advertisers such as Boots, Specsavers and Reckitt Benckiser could halt these readership figures.

In similar circumstances the Tiger Woods affair in late 2009 prompted a similar response by advertisers to boycott sponsorship deals with the golfing professional including Gatorade and Accenture all pulling ties. However key deals still remained including Tigers long term sponsor Nike. It showed a strong deal of character by the sports brand and only time will tell whether or not similar events will unfold in the News of The World’s story.

The brands that still associate themselves after the story has unfolded will be the ones that show a great deal of character and loyalty. Whether the uncovering of crucial information was intentional or not it could jeopardise the future of not just the News of the Worlds’ reputation but its sister papers too including The Times, The Sunday Times and The Sun.

Is it right that alcohol firms can sponsor sport?

Last month the FA announced it was ending its association with sponsor EON for the FA CUP and switching to Budweiser as the main sponsor of the competition. It may prove a very lucrative deal for the FA, but in hindsight is it the right sponsor for the English game?

There has been much criticism in recent years of some types of sports sponsorships in the media, notably of those involving alcohol and gambling brands. In the case of the first two, there exists strong opinion in some quarters that these brands should not sponsor sport because of exposure to children. 

Unsurprisingly, gambling and alcohol brands have also come under the spotlight, with calls to prevent these from sponsoring sports properties, and a particular focus on restricting exposure to children through branding on replica shirts. Whilst this may be the case the competition is only sponsored by Budweiser not the teams, who have their own individual sponsors. Therefore Budweiser will have an indirect effect on football teams.

In the past many established sports brands many high profile sporting events including Benson & Hedges with Snooker and Formula 1. However due to licensing laws meant they had to drop association with the sport, similarly this was also the case with Embassy Cigarettes and their link with the Snooker. 

Overall the truth lies in convincing the public that, when done properly, sponsorships involving these types of brands can provide a positive contribution to the sports in question, and do so in such a way as to not have a negative influence on fans or participants (children in particular). It is essential that people feel there is a good reason for these types of brands to be associated with a sport, rather than just putting a name on a popular property without a genuine synergy between the two. This has been the case in the past in the USA, where Budweiser has long been established for sponsoring NASCAR racing and Superbowl events.

Overall the implication of Budweiser sponsoring the FA Cup is two fold, many will see this announcement as a changing of the sails for the FA, with many high profile premiership football teams being bought out creating a globalisation village. Likewise the FA and Premier League Association is becoming more and more Americanised that we can no longer be sustained on home grown sponsors.  

Why Blu-Ray hasn't taken off?

Four years ago we were talking about the digital revolution, the phenomenon that was Blu-Ray, which offered extra-ordinary capabilities above the standard DVD. In recent years Blu Ray devices have suffered and struggled to maintain a captive audience for many.

Standard DVD remains the most popular type of player used, at nearly 80% of respondents, seven times more than a dedicated Blu-Ray device in a study by Mintel. Mintel estimates that 627,000 Blu-Ray players were sold in 2009, up by 57% on the previous year. Despite unit sales being five times less than standard DVD players, the technology contributed over 22% of market value. This is partly due to the fact that although prices have come down in recent years, they are still more expensive than the average DVD player.

The major difference between Blu-Ray and an ordinary DVD is the HD content, being a high definition disc; the image transferred is much clearer and much more vivid compared to its equivalent DVD. Furthermore added bonus material already on existing DVD’s is upgraded on Blu-Ray with the opportunity to extend or change the ending of a particular film.

Furthermore although Blu-Ray DVD’s will only play blu ray DVD’s this rules out most peoples entire DVD collection making it difficult for people to switch easily, I could not see people re-buying their existing DVD collection just because of the added bonus features on the Blu Ray equivalent. Combined with the average price of a Blu-Ray player you can see why people prefer to purchase the ordinary DVD over the higher priced equivalent. Even more so when most people already own an ordinary DVD player and the old adage ‘if it is not broken why fix it’ rings in many people’s ears.

We should also be aware of the current economic forecast, rising inflation combined with low interest rates means pockets are being squeezed much harder meaning consumers are price conscious and will only pay for goods that are only essential. It could be classified that Blu-Ray devices offer superior added value, but whilst the DVD is still around there is only going to be one winner. In most cases wherever the DVD is around, Blu-Ray will continue to struggle.

It seems that Blu-Ray has been launched ahead of its time, although the recession could not have been predicted many people still own a DVD player and are reluctant to switch to a higher priced alternative. Consumers are slowly getting round to the concept of HD and in less than 3 years the digital switch will mean that consumers will continue to learn about the latest technology. Blu Ray technology could perhaps come true to most people’s homes in several more years’ time. 

British Airways and Ryanair and use of public relations and crisis management in response to the ash cloud

Voucher Syndrome: Are sales promotions the most appropriate way of combating a recession?

With the recovery of the recession still continuing to affect the nation it seems that we are relying more and more on vouchers to reward ourselves. We have become so obsessed by vouchers that we now tend not to go out unless we have a coupon or voucher that gives a discount off our food bill.

Sites such as Groupon and Myvouchercodes have soared in recent years. A voucher is type of sales promotion tool used to encourage repeat business. Although coupons are a massive craze in the USA, in recent years the UK has become obsessed by the term..

Whilst vouchers come with their benefits, some voucher schemes are often restricted to certain times of the day or days of the week. Whilst this restricts the customer, for the  restaurant it encourages business at times when they perhaps would not have been expecting it. A classic example of this would be the rise in pre-theatre dinners where consumers are enticed in for 2 courses for £9.99 before 6pm.

Managing director of Top Table reported in 2008 the number of eateries offering promotions and discounts through his website have risen by nearly 70% over the past 12 months to 1,127. Suggesting vouchers and coupons are of growing importance in the market and outlets are making greater use of the internet and email.

A company may use a voucher scheme to encourage customers to spend money in their restaurant or bar. Although some companies are afraid of using schemes because they feel that they devalue the brand. This has become apparent with places such as Pizza Express who regular use vouchers as an attractant to potential customers. In my opinion although this is a short term solution, other restaurants have achieved this by the use of vouchers over a short and limited amount of time. This has been highlighted in the case of Wagamama’s, a Japanese chain of restaurants, whilst still considered high priced food, they offer 2for1 meals at certain times of the year to encourage demand.

Are you a voucher addict, do you swear by vouchers  and search before you go out for your next meal? Are you a small restaurant or pub looking to attract new business through a voucher scheme but afraid you don’t know how to, why not get in touch. 

Augmented Reality: Is this the future for Print?

Just come across this feature on BBC News, it shows just how the App market has grown and is slowly becoming a common feature in our homes and in our life's. 

Have you seen something similar? Are you a app developer if so, why not get in touch and share some of your ideas on this article. 

The Social Media Revolution: Just A Fad?

A search on Wikipedia for 'social networking platforms' reveals 202 websites, where users can create accounts and engage with other users, from the most common platforms such as Facebook and Myspace, to the less well known sites such as Yammer, and Xanga. But are we reaching a period of saturation? Could the social media revolution be just a fad, just like the .com bubble, will we see a time when the likes of bigger social platforms burst. 

Many of the business models of leading platforms such as Facebook and Myspace are built from advertising streams. Although this maybe true, it is currently in maturity stage with many organisations sceptical about launching there brand or product on a global scale. But when will advertisers learn, that social networking platforms are not the be all and end all of their activities. Common perceptions amongst businesses is 'we must be on Facebook and Twitter etc' but there needs to be caution. Organisations simply cannot just rely on social media as core marketing activity, other activities although still outdated  must be utilised as well. As consumers get older and live longer, the older age group become more important and because they weren't brought up in the technical revolution, they are unlikely to be as tech savvy paving the way for additional marketing activities.

Some social networking platforms are launching premium platforms for subscribed users. We are seeing this more and more with the likes of Spotify and LinkedIn offering the opportunity to get more from the generic free version. Whilst this maybe true, people have been enticed into these platforms because they are free, it is difficult to change peoples perception, 'why would I buy or subscribe to something which I can get for free'. Furthermore the majority of the free versions of social networking platforms are good enough to be used on a everyday basis. It is difficult to change peoples perception, if social networking platforms build platforms from the bottom up rather than top down, integrating premium versions as their business expands, they will create potential difficulties in the long term.

According to Social Media Today, Twitter only has a 20% active presence, so what are the other 80% doing? There is no doubt that social networking platforms are encouraging people to engage across the internet, but there is a question of keeping people active. Therefore the likes of Facebook and LinkedIn developing mobile phone apps goes a long way to encourage the use of social networking platforms into their daily life's. But is it enough? Whilst the smartphone market has expanded, there remains concern over the strength of the Battery market powering these devices, the more people accessing app's on there phone, the more the power on the battery is reduced. In essence whilst the Smartphone has gone from strength to strength the Battery market has suffered. 

Likewise the younger generation have been brought up in the 'technical age', but have high switching costs, this means that they can quickly assign to a new fad or a new platform. We have seen this with the likes of Myspace, people realised that Facebook was becoming the more popular social networking platform, so switched to Facebook. But what happens when something trumps Facebook. This is a sure reality, but I don't believe it will come any-time soon. We are seeing a lot more services being offered by Facebook to keep users content, and making it become the most used social networking platform and avoiding this high switching phenomena. 

With so many social networking platforms, there will come a point in time, that market saturation will occur, leading hedge fund corporations will be sceptical that merely, advertising revenues are not enough to justify there input, pointing to a potential point in time when social media platforms can not supply servers, employ staff and potentially a revolution that will burst.

The Royal Wedding - What does it mean for us?

With less than 24 hours to go until the 'big day' Royal Wedding mania is slowly approaching its final days.  A day of celebrations; yes, a day of happiness, yes, but what does it mean for us the people who are actually not taking part in the days celebrations. 

People have come from across the globe far and wide, as far as Australia to be part of the celebrations. Admittedly it is probably going to an amazing spectacle, yet there still remains a little bit of ludicrousness in the air, its a wedding, it should be a private occasion. I reckon you wouldn't get the crowd's of people turning out at the Registry Office to mark Williams and Kate's wedding day. I don't want to rain on their parade of course I am very happy for them to be getting married, I just don't feel  it should be done in such media spotlight, every movement, every step covered by international photographers, tower blocks of media centres have been erected in St James Garden tracking the build up to the big day. 

Of course, when and if Prince William becomes King, Kate Middleton will become Queen, that will mark a special occasion, but that day will come under its own steam.Its not that I don't care, I just feel they should be left to do what they want, not to be held back the media. The Middleton's have been thrown in to the spotlight and it is more of a daunting task than it seems, this all wouldn't have happened if they got married in a small church in the Caribbean. 

In the meantime let tomorrow be a day of celebrations but for the people that are actually involved.It may prove too much, to keep up this appearance and by Tuesday after 'another' bank holiday weekend ends, the media spotlight will be focused on other pressing issues such as the Libyan fighting and recent Marrakesh bombing Likewise when the camera's have been turned off the media centres dismantled we will realise that actually it was a wedding that has taken the UK by storm.It maybe that the wedding increase tourism numbers, and we see our economy grow, but only time will tell. 

Search term: Royal Wedding 

Are You LinkedIn?

A friend recently asked me why I was on Linkedin, I politely replied to him that the future of Online recruitment is online, and if you aren't Online you are not utilising your networking abilities. As the Social Networking site, reached its 100 million members last month this article will be dedicated to provide an overview of what it is and why you should be on there. 

LinkedIn has been touted as breaking the networking revolution. Its a social networking platform for professionals but its more than an opportunity to just network. There are opportunities if you are looking for employment for example where recruiters will only post job advertisements through LinkedIn. So without this notification, you may miss out on a once in a lifetime career opportunity. 

Its a common norm for professionals for all the major firms to be on LinkedIn, yet students looking for work should be seeking to use LinkedIn to the best of their abilities. Its rich information provides not only details about people but also about the companies you may want to work for in the future. The opportunity to follow companies, not only shows you are interested in what they do, but shows the employer you are interested in what they do and maybe sometime in the future find a suitable vacancy for you.

But there is so much more.

Groups gives professionals opportunities to pitch ideas, share contact information and even gain new clients. This rich source of information is highly valued in a fast moving pace of life where people are time poor and money rich. Just one short paragraph about who you are, what  you do and why you on LinkedIn on a number of LinkedIn groups will allow you to get recognised not only for new clients but maybe even for future job opportunities. 

Not only this but students, often get misrepresented in this hyper dependent market. You may have a Facebook profile, with your recent 'drunken antics' or share some really funny posts. LinkedIn is so much more than Facebook, its an opportunity to be professional, an opportunity to promote yourself to employers, an opportunity to be noticed. 

Yet, you need to be careful, if you are on LinkedIn already, great, but you need to listen, respond and engage with other professionals wisely. Its also difficult to know who to believe on sites such as Facebook and LinkedIn. There could be people out there pretending to be people who are not who they say they are. More importantly students and soon to be graduates are prime targets for these 'scams' just because something is genuine on-line doesn't mean it is genuine in real life.

If you haven't heard of LinkedIn or just want to get yourself out there then check out this helpful article 'Facebook, Linkedin and Recruitment'


Update: 05 April 2011


An amazing info-graphic that shows just what people are doing on LinkedIn and some truly amazing insights into the world of professional networking. 

http://blog.linkedin.com/2011/03/22/linkedin-100-million/

Why we shouldn't be entering foreign politics

As news comes through that US, UK, and French air forces are standing by to fire on Libyan defences it strikes a cord that foreign countries should do not get involved with foreign politics.

The news of Libyan news story has become sort what of a background story as the minute by minute details of the Japanese Nuclear Power Plant has taken centre stage. The Libyan news story however is now though dominating the front page news stories of all the morning papers.

Let me just refresh your mind about what has happened and how we have got into this sticky situation and the reason for such dramatic forces.

• February 15th 2011: A series of protests begin and a small uprising against the Colonel Gaddafi regime. 
• February 15th - March 16th - Continued uprising against the Colonel Gaddafi regime, civilians are reported dead. 
• March 17 March - A UN security council announces that a Ceasefire is to be announced in Libya following violent demonstrations between protesters.
• March 17th March - A ceasefire agreed by the Libyan military, appears to be ineffective and deemed to be a lie to the UN security council. 
• March 18th - 19th March - A no fly-zone agreement is reached. A meeting in Paris announce that Military action is need to protect the Libyan government attacking its own people. On the night of the 19th March, US, UK and French airships and air forces bombard Libyan army defences to weaken there attacks on the people of Libya. 

The mission called Odyssey Dawn, in my opinion is purely a demonstration of power from coalition nations, a sheer arrogance to flex their muscles. An opportunity to test out some of the most scientific weaponry. Tomahawk missiles all 100 are being fired as we speak from  sea forces in the Mediterranean sea, the cost of a single missile £300,000 . Weren't we meant to be saving money? What happened to those proposed preplanned cuts?

We shouldn't be involved in foreign politics (Full Stop) the coalition has now set a benchmark or a precedent in foreign politics involvement. Why don't we go in and attack North Korea or Bahrain over their government tactics? We probably won't because we know the full scale of the armoury and the major threat it could pose and cause further civilian wars, but it poses a question why should we get involved in the first place in foreign politics. 


We need talk, not to force to solve this situation in Libya. It appears the UN and Coalition forces have lost patient too early and too soon in my opinion.  I have feeling this latest mission is not going to end nicely and isn't going to end any time soon.

---------------------------------------------------------------

Update: 22 March 2011
As if we aren't all really stretched already Francis Tusa, editor of the newsletter Defence Analysis looks at how much this little war in Libya is costing us and reveals just how the MOD (Ministry of Defence) are footing the bill?

---------------------------------------------------------------

The Japanese Earthquake of 2011

As the UK arises to another day, spare a thought for the 100,000's of Japanese civilians who have lost their homes, their friends and most importantly their families.

The earthquake and resultant tsunami that battered the eastern coastline of Japan has engulfed many peoples sacred memories of where towns once stood, now stand in fragmented ruins. As many of us will look on in hope and disbelieve, we realise that we are helpless to defend against god's powerful nature.

I don't think anyone could of imagined that on the 11th March 2011 at approximately 2 pm Japanese time, waves of up to 10ft would clatter into buildings, remove houses from their foundations, trees from their roots and eventually leave nothing behind in its path for destruction.

As we await further news bulletins, that bring us up to the minute news on these disasters, we sometimes forget to spare a thought for individuals who have lost everything and the immense struggles they must now go back to returning back to reality and some without their loved ones.

This truly destructive act of nature that has been broadcast on television networks, over the internet and through our social networks has really shown that as an entity, as a world, we cannot and may never be able to control the force that nature brings. No matter how intelligent our scientists are, nor the instruments that measure such disasters, are only salvage that exists is hope.

So next time you awake in your bed or start another day at work, spare a thought for 100,000's of civilians living for another night, with no food, no water, little electricity and think how lucky you are to be alive.

Battered & Bruised: Even the most powerful nation in the world struggles to come to terms with the effects of such a major disaster.

The Future of Marketing

Having had experience in the Marketing industry first hand and know what it takes, this gripping and powerful video shows where the future of marketing is heading and highlights where companies should be tailoring and directing their latest advertisements

Look forward to hearing your comments. Don't forget to also check out my other latest blogs highlighted above.

A question of trust: Google and Vodafone

After news broke yesterday that Vodafone's network had been hacked and Google's G MAIL scam can we really trust a) the companies that have access to our data and b) how they are going about protecting our data from others.

Read the full article at dot.rory

http://www.bbc.co.uk/blogs/thereporters/rorycellanjones/2011/03/vodafone_and_google_a_question.html

PC Games of yesteryear

I was having a long conversation with a colleague recently about PC Games of yesteryear and reminiscing about how computer games, such as Theme Park Hospital & The Magic School Bus have evolved and more importantly how the graphics have developed.

Computers have evolved more and more, once where it was a common norm for computers to run on 128 MB RAM, are now running 3 GB RAM. Our games are either downloaded now or like traditional games loaded from a CD. However the format, in which the games were loaded has significantly changed, gone are the days of the 3 1/4 floppy disk drive and 5 inch disks. Moreover we can access reviews instantly from sites such as Moneysavingexpert & dooyoo and on-line communities, therefore the perceived risk is reduced when weighing up the purchase,

As the technology has advanced so has the consumer, we are a nation and a community of individuals who have access to much more wider information and quality of the information is far more indepth. Likewise this suggests that individuals are demanding much more higher quality graphics on computer games, the likes of Halo 4 and Call of Duty have evolved due to the ever presence and nature of consumers.

I can remember the PC games I had when I was younger and I would open it and within 5 days or so it would be completed, games now are now built to last. A recent example of this is the Wii and Wii Fit.

Pixeled Up: Gone are the days of square box graphics replaced with clean, smooth graphics to meet with the ever growing demand for individuals.

Who's paying for cards?

With valentines day just round the corner who is actually paying for the cards we buy are loved ones, for that special day. We buy 86.4 million cards for Valentine’s Day alone.

We browse the card stands in our favourite stores, only to be disappointed by the cheese and dishonour that en graces the card we read. We stand there and think; Who actually wrote this? and why on earth would I decide to buy this card for my special valentine?.

According to the GCA 2010 'UK greeting card industry is worth nearly 1.47 billion annually' The average number of cards an individual sends a year is rated at 31 and furthermore the average amount of money we paid for a single card was £1.41. Over the past five years, the sales of Christmas Cards have decreased by 5% from £272 million in 2005 to an estimated £259 million in 2010. Suggesting that the greeting card market is slowly in decline and people may be switching to more home made options.

Greeting Card Market Report Cards have taken somewhat of a back recently with the the rapid expansion in technology offering opportunities for e-cards, alternative to emails taking over the greeting card business. It seems it is underexploited for greetings as only 14% of home internet users sent e-greetings in 2010.

During the recession, people have become more price sensitive and therefore reluctant to spend £2 - 4 on a card, especially with Christmas cards, buying packs of Christmas cards rather than the single card. There has been a polarisation, with growing demand for special cards as well as lower-priced options. Special cards could include, valentines day cards and mothers day cards.

Whilst we live in a digital revolution the era of the e-card has not taken the world by storm as analysts first thought as only 14% of home Internet users sent e-greetings in 2010. Furthermore research reveals only 12% of consumers send e-cards or texts as well as greeting cards, just 8% use automatic reminders and 5% use paid for e-card companies.

According to Michelle, from the Mintel Report “Despite competition from virtual alternatives like e-greetings or greetings via text messaging, a ‘real’ card is regarded as more special by consumers and so the market for cards is expected to be resilient to competition from virtual alternatives.”

If you are the creative within you, then in my opinion the card industry is get even more saturated and therefore increasing competition by publishers. Therefore making your loved one a special card, is probably the best option. and firstly the design is totally original, nothing quite like it, suggesting you have put allot of effort in to it and secondly you can choose your own cheesy one liner phrase inside the card.

Or as Michael Mcyntyre would put it "see last years card for full details". Couldn't find the YouTube video.

Statistics: http://www.greetingstoday.co.uk/news/november/%3Chttp://links.mkt3471.com/ctt?kn=4&m=3236112&r=MjA0ODAxNjkyNjQS1&b=0&j=MTAwODk0MDA2S0&mt=1&rt=0%3E

The future of cook books

This is my first blog post of the 2011 era and I hope this year I bring you more wild and interesting articles for you to read and amuse yourself with.

I realise that it is approaching February already, but unfortunately I have had to contend with University Projects and Exam Revision for the past 3 - 4 weeks so I have struggled to find time to write articles for the Flipper Blog. I hope everyone had a pleasant Christmas and that Santa Claus brought them every thing that they wished for.

One of the gifts I received was a Waterstones, book card that I have now spent but I have had a bit of struggle to spend it, in this sense I mean who is buying books, with the future of the E-Book reader more powerful than ever, could 2011 be the year where books are a thing of the past and we are switching to alternative sources for reading?

More importantly where does the future of cookery books lie, in a sense the traditional cook book gave us an amazing amount of recipes, new ideas and what to do with left over ingredients. However with the digital age well under way, has cookery books become a thing of the past, after all we spend more time on the Web and are becoming more mobile than ever before. This has created publishers to create much more Rich Content for ebooks and e-readers suggesting that cook books are something of a thing of the past.

Of course we are still going have the books that we have collected from years gone by and we are still going to find our favourite recipes in these books. Whats more we can afford to accidentally spill flour or stains on our books and they will still provide us with the information we need.

However the longevity of the cook book could be something of the past in future years to come, as people become more technologically savvy, people are going to explore new ways to find recipes, specifically YouTube channels offering not only new recipe ideas but demonstrations on methods of preparation too.

Are we switching to more alternative sources of media for our recipes

In my opinion publishers should seriously start considering the medium in which books are published, delivering the right content to the right person is going to be even more difficult moving in to the next decade.

In a sentence then. Where does the traditional book shop lie, and what does the future hold for these high street book shops? What would a world be like where we walked into a high street shop and downloaded all our books on to an e-reader from a kiosk.

Update Sunday 30 January:

Amazon Kindle e-book downloads outsell paper backs
http://www.bbc.co.uk/news/business-12305015

WISHING YOU ALL A VERY HAPPY NEW YEAR