By Paul Pannone
For the first time ever on eWedNewz a weekend review story (August 8th, 2011) became the top story of the weekend and most of Monday. The story was easily topped by the announcement of David Tutera joining Mon Cheri as the face of the company. But by Tuesday the Weekend Review for August 8th was back on top again.
The weekend story talked about the most read story of the week involving The Jersey Shore and included a brief analysis of why the wedding business, including their so-called ”superstars”, are a blip on the screen of today’s reality and what people want.
The Jersey Shore and David Tutera deals raised questions in the Wedding Water Cooler of whether an edgy approach is finally breaking through the conservative barrier of the wedding industry. For tuxedos The announcement of the “Situation” line made national news continues to spider outside the business. For Mon Cheri and David Tutera interest in the deal created buzz around the industry. The announcements for both companies successfully leveraged star power to reach a target audience of consumers, whether anyone is willing to admit it or not.
Discussions with Steve Lang of Mon Cheri says star power could be replacing traditional advertising. “We have to look beyond the confines of our own business, reach the consumer and tell them our story– our own way. We have to find ways of connecting with them; television and celebrity appeal is a great way of doing that,” according to Lang.
Looking deeper into the eWedNewz weekend story and why it made its way back up the charts shows eyeballs outside the confines of the wedding business included followers of the Jersey Shore show and related personalities. When mentioned in their social network channels, immediate interest directed the attention of readers to the story.
Following the metrics of well-known television personalities and how they dwarf self-proclaimed wedding personalities, eWedNewz reported:
Celebrity news– or newz– grossly overshadowed dilemmas facing even the most recognized names in the wedding business. Names like Stacie Francombe become insignificant when compared to the real world and what people are interested in. Stacie becomes the poster person for the pabulum being fed to the child that’s grown up and now demands steak.
News of the Tutera deal drew some negative comments and opinions in the Wedding Water Cooler, as conservative views focusing on the tradition of weddings do not clearly see the bigger picture. From wedding products, advertising and marketing– down to how they’re portrayed and covered in news stories– traditional conservatives lose ground to the changes taking place every day. Conservative wedding industry members that built a great life and living from the business find it difficult, if not impossible, to understand today’s consumer and the changes that have taken place.
“People don’t want to be told what to do or how to do it. They want things their own way and don’t give a damn about tradition if it conflicts with what they want,” according to Christine Boulton.
Boulton’s in-your-face approach gives instant account of reality, sans her opinion. Boulton looks for the next big thing brides are looking for, advising her clients (wedding vendors) they better be ready when consumers come calling. Boulton and others in the WWC say tradition is not totally out but updated tradition is appropriate. With the update, Bouton and other WWC members say a new way of reporting the information is also called for.
According to members of the Wedding Water Cooler a faster, edgy and transparent form of news reporting is more inline with today’s consumer.
“People today are skeptical to begin with; they want instant information about what they’re interested in. They don’t listen past ten seconds of a sales pitch, unless it totally captures their attention,” says Boulton.
The world of news reporting changed forever on June 25th 2009 when TMZ was the first to break the news of Michael Jackson’s death– CNN, an established and noted news source was the last. Traditional supporters will always be remembered for citing the credibility of CNN standards; using multiple sources, taking their time and impeccable steps taken to get the story right. But it was CNN, among other major news source, that incorrectly reported the death of congress woman Gabrielle Giffords on January, 2011. Ironically social media was used to help correct the error.
Questions raised by conservatives in the WWC regarding how news stories are formulated cling to the glory days of America and the American dream when people spent lavishly on wedding receptions.
“That is no longer the case for the majority of the population, especially in these difficult times. People everywhere must realize times have changed and we must move and adjust with the times. That is why I listen and read so much; to gain as much information as possible. Once I’ve gathered the information and feel I’ve weighed it all out I form my own opinion,” according to Jacqueline Johnson.
Johnson, a noted wedding expert, cautions that all information is not good or totally accurate. Jacqueline told eWedNewz she purposely reviews all information on a topic, including the bad, to educate herself and become proficient when she is asked to write or speak on a particular topic. Yet Johnson’s conservative approach also includes Boulton’s view of breaking down barriers and including the elements that connect with today’s society.
Little has changed with keyboards, typing and the basic fundamentals of credible reporting except for the speed and cost at which information is delivered to the reader. In advertising and marketing, costly magazine ads represented by “analog” methods are replaced by digital Social Networking and pertinent, local information.
To an end, opinion blogs and questionable news sources online are a dime a dozen. But organizations like TMZ that base their reporting on accurate facts that can deliver news at a faster, more interesting pace will continue to grow, while traditional formats dwindle and die. This news– rather, newz– scares the life out of conservatives that know they must either change or be swept away.
What do you say? Do you agree with the changes taking place in the wedding business and how they’re reported?
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