Who Does The Influencer Really Influence?

The price of influence (or more specifically to watch brand marketing departments), influencers is a constant topic of conversation and debate. Do clicks, swipes, likes and shares really translate to sales conversions?

I was recently forwarded a story about an Instagrammer who boasts over 2 million followers, who tried to launch a clothing brand, and unfortunately did not succeed.

You can find the story here -
Instagrammer with 2 million followers...

That's not such an unusual story, even before the time of COVID-19. It takes a bit of pluck to start your own company/business, and a lot of them don't make it. Remember 3thirty3 watch fans? But what is particularly intriguing in this particular situation is that with more than 2 million followers, she was unable to shift (if the article is correct) a total of 36 t-shirts...

Oh, which reminds me -

SUPPORT Tempus Fugit AND BUY A SHIRT!

https://www.customink.com/fundraising/help-support-tempus-fugit-on-our-tenth-anniversary

See what I did there ; )

Now on the one hand, you can say that this influencer is not as popular or "influential" as might be believed based on her number of followers. It is true that a lot of this could be down to what they referred to in The Wire as - "Juking the Stats". Essentially manipulating the numbers so they look better than they really are. In social media where success or failure is based on head counts, there are the real numbers, and the "not-so-real" numbers. Click farms still do exist, random people (by that I mean, your last name doesn't start with Kardashian) seldom magically acquire such a large number of followers without a wee bit of "magic pixie dust" being sprinkled out there. So it's safe to say that "real numbers" may not always match the reported or tracked number of followers.

And in a world where a brand can send a press release to an online watch magazine and receive back a rate sheet with prices based on what level of coverage and praise the watch brand is seeking, it is safe to say that everyone seems to be working on an angle. 

Because if you can't trust the press...
Well, to (loosely) quote Baltimore Sun City Editor Gus Haynes as portrayed by Clark Jackson in the seminal Baltimore based series, The Wire -

Courtesy of The Wire

"That's Some Shameful Shit".

Another inconvenient truth that this highlights, selling stuff - clothes, watches, or widgets is not as easy it might seem.

So this is the crux of the challenge in this rapidly evolving media world that we live in. Does influence truly equal sales? Big brands have SEVERAL people on their payrolls who operate their social media platforms. There is a very clear reason why you will frequently find the "Follow us on (insert your favorite social media platform here)". And clearly it is the brand's belief that while they can "maintain" a certain presence of followers themselves, the follower has to have already "found" the brand in the first place. The hope is that the influencer will then introduce them to millions of other people.

Okay, fair enough. But the reality becomes realer when the influencer is suddenly the brand/ company. And like any good pyramid scheme, you are now dependent upon OTHERS to promote and like, share and potentially press coins of silver into your palm.

Influence is great, but for would-be influencer cum entrepreneur? Sales are what makes Sammy Run.

The (Not-So) New Tempus Fugit

As most of you might have learned, Tempus Fugit is going to move from being a "Me" to a "We" in the not-too-distant future with Francis Jacquerye and a soon to be named additional member.  Tempus Fugit will be 10 years old on July 5th (I think), and it has probably taken those 10 years to figure out who we are and what we offer.

Over the past few years a few things have become pretty clear -

1.  If you are reading this, chances are pretty good that you are not looking for a cut and paste update on all of the newest models.

2.  You could probably not care any less about the latest celebrity on the red carpet and what they are wearing.

3.  You might find the occasional watch review interesting, but by and large you have lost faith in how accurate those reviews really are.

4.  You watched and enjoyed Ford vs. Ferrari not solely for the racing stories, but for the (albeit dramatized) inside look behind the curtains of Ford, Ferrari and Caroll Shelby's racing program.  And deep down, you're sort of curious about what things might really look like on the inside of your favorite factory, workshop or boardroom.

5.  You either currently work in the watch business, have done so in the past, or would like to.

So a few things that are going to change (yet again) -

1.  We will hit the pause button on reviews.  They tend to be 10 a penny and with the exception of a few people out there, it's hard to know who to believe.  Having said that, if we find a particularly good or interesting one out there?  We will be sure to point it out to you.

Having said that, if we feel we can offer a genuinely unique and different view point on a watch, mvt., strap, etc.?  Well then that will be a different thing.  But reviews for reviews sake are not going to be happening in the foreseeable future.

2.  We will list new releases, but unless it really hits an emotional trigger, it will be "just the facts".

3.  We are going to try and offer a lot more "Insider Content", with interviews, tours and guest contributors.  The two new members of Tempus Fugit are both industry insiders and have a lot to share, and I feel confident that you're going to enjoy it.

4.  There will not be any paid advertorial of any kind.

5.  All relationships with brands will be revealed.

6.  We will accept advertising.  Not advertorial, but advertising. 

We hope that you will enjoy the new, more clearly defined position that we are taking as a Watch Industry Insider outlet, and welcome your feedback.

For now -

Tempus Fugit

I Could Do It Better Myself - The Volunteer Media

Despite what some folks think, the majority of the press covering the watch business these days is of a voluntary nature.  This is largely the result of brands cutting advertising budgets, and people going back to former occupations, getting married, or finding better ways to spend their free (and not so free) time.

So gentle reader, an inside look at a day in the life of Henki -

5:30 - Whether I like it or not, Tallulah (the older cat and Executive Publisher) is awake and waiting to be fed.  Sabrina (the younger cat and Editor in Chief) is waiting as well.  I head downstairs, turn up the heat in the house, and feed the cats.  I gulp down my morning tablets with a glass of water, have the first of several espressos and head back upstairs to the office.

5:45 - emails reviewed, and...
Not a sausage.  
Not only has watch advertising money dried up, watch brands are producing fewer and fewer models, and some have made their PR functions redundant.  News is scant, and unlike some of my colleagues in the Fourth and Fifth Estate, I prefer not to manufacture it.

6:15 - Go down and make a coffee for Wendy who is up and getting ready for work.

6:25 - I receive a follow-up email from the PR manager at Brand Y.  Y for "why won't you write about us?", which I have explained a few times - I don't write advertorials.  I realize my unwillingness to do so is probably holding me back financially, but a man must have a code ; )

6:45 - Email in-box pings, and... 

Good news! I am the winner of the Nigerian National Lottery! Maybe I'll buy Watch Time from Ebner so I can finally have my own magazine!
7:15 - Finally I decide that as no news is forthcoming, I will write an editorial type piece. The Grey Market is always good for a few hundred words, and is showing no sign of slowing down.  

8:00 - Kiss Wendy and wish her a good day as she heads out the door.

8:35 - Hastily showered and dressed, lunch made, it's off to work.

8:55 - Parking lot duty.  Where I work we have very limited parking, and as such the students have been informed that they cannot park in the back lot.  Needless to say, it is a game of cat and mouse as several try to slip in anyway to avoid parking on the street.  This, in turn, prevents other staff members and board members (who have a meeting today) from parking.  While being the Director of Adult Education and Workforce Development has its perks, playing parking lot "sizzler" is not one of them ; )

9:05 - Call with my contact at the Dept. of Education office.  Nothing major, clarifications regarding programming made, and all seems under control.

9:35 - Call from reception, someone is interested in learning English, could I come down and speak with them?

10:30 - Class break time.  I try to speak with each of the four teachers, make sure everything is under control.

10:45 - Back to work on the grant application.  It is due on Friday, signatures are needed from the boss, and I still need to nail down the budget.

12:15 - Text message from brand manager in Switzerland.  Could I recommend a sales manager in Florida.  I file that under "not pressing" and dive back into "grant writing land".

12:30 - Lunch with the teaching team.  Brief ad hoc meeting to review a few items coming up.

13:45 - Call from former student of mine who is interviewing for a job.

2:30 - 30 minute walk around the surrounding area to clear the head.

3:25 - Personal email pops on my iPhone, and I see that the watch from Brand X that three of the big outlets already wrote about 2 days ago is suddenly now a press release for "the rest of us".  I delete the message.

4:15 - draft of the grant application is finally ready to be reviewed by the boss.

4:45 - The phone rings just as I am leaving the office.  Meeting arranged for Wednesday morning to review our proposed adult education program with a new partner one town over.

5:15 - Stop at Trader Joe's for dinner items.

5:35 - Feed the cats dinner, scoop out the litter box, make a coffee and fire-up the laptop.

5:55 - Complete text edit for one of my brands, and respond to a customer query for another.  Yes, the watch in question is available, yes, it does cost that much, no there will be no discount!

6:17 - Phone rings, it's Japan with an urgent request for a special event, could I help organize it?

7:25 - Dinner is nearly ready, and Wendy arrives home after a long day.

9:26  - Story lined up for tomorrow involving a review of a new brand's watch.

10:25 - After 15 minutes of futility, I give up trying to read any more of the book I've been working on since Christmas.  Turn out the lights and off to sleep.  Tomorrow is another exciting day in watch media!

Summer Repeat - The Social Contract of Social Media

This first ran about three years ago.  Since that time it has become crystal clear to me and others that there is less and less of such a thing as a free press when it comes to watches.  How do I know this?  In addition to this, and my day job as a social worker, I also represent a handful of brands in North America.  In this role I am often reaching out to my colleagues in the Fourth and Fifth Estate, and more often than not, it becomes readily evident that unless some sort of an "accommodation" can be reached, they are not going to cover it.  This is particularly striking when I consider the way that some of these folks used to bemoan the fact that they couldn't get any ad money.  Suddenly they are sending replies like - "oh, sorry, we won't be covering this one".  This is code for - "I know that this brand has no budget and you will not be sending me any cash, so I guess we'll see each other at BaselWorld".  One of the larger outlets ran a piece bemoaning the rise of the "influencer" and how unfair it was that the influencer (not the honest, fair-minded watch reporter writing about the unfairness of the influencer getting a piece of his pie) would insist on coin of the realm in exchange for coverage.  And curious to relate?  When I sent over a press release to this "honest broker" of horological news, their business manager sent me a rate sheet.  No other reply except, essentially, PAY ME BITCH!  And this was the type of money that isn't usually negotiated without the aid of a loaded pistol ; )

In fairness to the "fair haired" weasels out there, it takes two parties to make a corrupt system.  The blogger/writer/influencer that has their hand in the brands pockets, and the brand who willingly hands over the money, then cries "we're a small brand and don't have any advertising money" when approached for honest, above board advertising from people who are ready to cover them without a fee. So just how honest could the coverage really be that you are being hose-fed from the big outlets?


So let's re-heat this one -

Shamelessly borrowed from the world-wide info web

The Social Contract of Social Media 
This post has been on the shelf for nearly a year, but it seems time to air it out.

For most of us who write about watches in the digital arena, we don't do it for money.  True enough, our blogs might have advertising - such as this one, but by and large that is where it begins and ends.

Blogs, and blogs that have evolved into online magazines started out life as an alternative to magazines that more often than not were constrained by the need to drive advertising revenue.  It opened up a whole new world where people would tune in with the hopes of getting some viewpoints and opinions that were not fueled and channeled directly through the marketing arm of Richemont, LVMH or the SWATCH Group.  And perhaps more importantly, it did not cost the reader anything.  It was free to read, and you didn't have to drive to a book store or news stand.

But then another interesting thing started to happen -
The number of people checking out these alternative watch sites began to far outstrip the number of magazine readers.  And suddenly real analytics were possible!  And even more suddenly what had been a vehicle to promote a decidedly niche product to a clearly more niche market became a mechanism to subvert the role of independent writer and pump favorable content directly in front of this now much larger audience via an electronic delivery system.  In other words, payola arrived in the watch world.

For those of you not familiar, here is a definition from our friends at Urban Dictionary -

payola

Bribery made to a dj in exchange for promotion of an album or single. Derived from the words 'pay' (give money to) and 'victrola' (a record player).You'd need to offer some serious payola to get your song played.

And that opened up a whole new paradigm.  Wonder how an online magazine or blog with multiple writers can afford to provide salaries and benefits for so many people, with no visible ads?  Ever wonder why a brand that has never seen the light of day on that blog suddenly makes multiple appearances?  

And then things took an even darker turn.  The way things are supposed to work for a brand is:

1.  You draft a press release regarding a new brand or product

2.  You spend time and/or money putting together a list of blogs, magazines, etc.

3.  You send it out and, for the most part, the blogs will run it.

Now a quick peek behind the curtain - 

The way that it should work is that the blogger will review what they receive, and if it interests them and they feel it will interest their readers, they will run it.  In some instances, if there are personal or professional differences/ conflicts, etc., with the brand,  then the blogger might not run the release.  In addition, if the blogger has managed to alienate the brand through their writing, then it is entirely possible that the brand's pr/marketing team will pull a Donald Trump and refuse to communicate with them or send them press updates.  This is to be expected and I would say, fair enough.

Now it seems that with the owners of several of the blogs, "horological interest" is measured in terms of payment.  And to be clear by payment I do not mean advertising agreements, a watch received in barter for advertising or marketing or even simple good will.   I mean just what I am saying - payment required and received in exchange for coverage.

So what has now become standard for some of these outlets is that a rate sheet is sent to the brand manager or pr representative, not unlike a take out food menu:  

• To do a review  of your watch will cost you X.
• To announce your new brand will cost you Y.
• To REALLY pump your watch or brand will cost you Z.

Simply put, a fair amount of what you read in some of the bigger blogs and online magazines has been bought and paid for.

Now again, in fairness, if a brand supports a blog or online magazine with advertising, it is not unreasonable to expect coverage - in fact I believe that there is an implied social contract between the blog and the brand that requires a certain amount of coverage. 

Moreover, many bloggers do contract work for brands.  But that is a very separate matter that precludes "air time" on their blog or online magazine beyond the normal coverage.

But, and it's a big but, when a blog or online magazine requires payment in exchange for any sort of coverage, well then it is no longer what can even remotely be thought of as fair and impartial.  

Because there is another contract that is more than merely implied.  It is the social contract with the writer and the reader.

Pre-Thanksgiving Leftovers

This piece first ran back in January.  I have had a bit of time to reflect on it, on the way the industry is moving and the continued pursuit of ideas that simply don't work.  I go on a few press junkets per year.  As I have a day job making the world safe for students to go to college, I am not on the "full-time circuit" that many of my more pampered colleagues travel.  I despise horse racing owing to the high number of horse casualties each year, so I am not weeping about not being on the Longines "go-to-guest-list".  I also work for a growing number of brands as a consultant and therefore appreciate time, effort and expense that a brand goes through to set such things up.  It is not a simple endeavor.  Long hours, too much hand-holding, little to no personal time, and you are always "on".

Press junkets can be fun, and by and large they give you a unique opportunity to bond with brand insiders and get a better understanding as to what makes them tick.  And when you are traveling together with other journalists, retailers and North American staff, you are somewhat trapped in a mobile "summer camp" of sorts.  And you get to see the good, the bad and the... well, not so attractive side of things.  But what continues to fascinate me is the obsessive need to follow shiny objects.  By that I mean the unfailingly understanding that if "influencer X" tells you that they are the "Dog's testicles", by golly you'll believe it!

While I am by no means a "lifer" in the watch game, I do feel that I can honestly say I have been to the city and I have seen the rodeo.  And there are a handful of people who are the real deal in terms of communication, knowledge, belief and appreciation.

Mike Pearson - Brand Evangelist Extraordinaire.  This guy could probably go to the Middle East and solve the crisis in an afternoon.  He is that friendly, that engaging, that engaged, and that passionate.  Any brand with any sense should be picking up the phone and trying to hire him.

Another Mike - Mike Margolis.  A man who proved that passion and commitment actually do count for something.

Manon Vauthier - A true loss to the watch world, she flew the flag for Eterna and Porsche Design, often single handed. The watch world's loss is the real world's gain.  Since leaving the world of horological communication she is doing amazing things by all accounts.

Xavier Markl - Someone who actually took the time to listen to everyone - from the small to the mighty.  GP would be a lot better off if he were still there, but sometimes companies have to learn the hard way.

Dan Lewis - Of all the people I have met in the industry, I have to say that Dan is someone I always look forward to seeing.  Honest, kind, patient, and someone I am truly proud to call my friend.

In many ways, these folks are the old guard.  Which seems weird because many of them came up at the same time as me.  Many have moved on to other things, a few are still there and in many ways demonstrating what can be right about the watch business.  

I guess I've gone on about the good, now let's re-heat the "not-so-good".

Happy Thanksgiving!

Influencer

This continues to be a hot topic, and it will continue to be so long as brand CEOs, managers and marketing folks keep dipping into the till to pay off popular boys and girls in the hopes of being relevant to the Millennial demographic. 

It has now seeped so far into the public awareness that various sources beyond the Urban Dictionary are defining it.

noun

1A person or thing that influences another.

‘he was a champion of the arts and a huge influencer of taste’

‘genetic factors are key influencers of your metabolic rate’

‘Frank's been a teacher and cultural influencer for years’

1.1Marketing A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.

‘influencers can add serious credibility to your brand’

Ultimately, brands will push the envelope as far as they can until the FTC or the public at large gets tired of the never-ending game of Manchurian Candidate Kabuki theater that is the "influencer trade".  It is false, it is deceptive and it is manipulative.  And I would like to think that the powers that be could be a little less disingenuous (lacking in frankness, candor, or sincerity; falsely or hypocritically ingenuous; insincere: Her excuse was rather disingenuous.).

But I'd like to propose that the guys and gals writing the checks at HQ consider a different way to go about this whole influencer thing.  Now back at the turn of the century, there were a few people out there who were influencers before such a thing existed.  And they did it in a way that was honest, forthright, and understandable.

While it is very true that Hublot became a sensation through the tireless work of Jean-Claude Biver, there was another guy who made Hublot and its story his passion, which then became his career.  While Mr. Biver can be thought of as the father of Hublot, in many ways Mr. Margolis is the American uncle.  This did not simply happen because Mr. Margolis demanded several thousand dollars to feature Hublot in his communication.  It happened because Mike was passionate about Hublot, and his passion was contagious.  And here is the key thing - YES - he became an employee of Hublot - but that did not make his passion any less real, or his communication any less honest.  In many ways it did just the opposite.  It was a way of saying - yes, I work for these folks but I'm also a fan.  And I am going to go to every event, pour coffee, shake hands and kiss babies to spread the word because I believe in it.  

It is safe to say that in many ways Mike was the prototypical brand evangelist for the watch industry.   And I think that is the way many watch buyers and fans would like to see things evolve.  

An instafamous influencer is a gun for hire.  While they may appear in a brand's SIHH video with other instafamous influencers, they will then turn around and cash the check for yet another brand to feature them in their social media feeds.  So if you bought brand X based on the desire to be like them, you will then not be like them in next week's instagram feed ; )

Guy Kawasaki became Apple's evangelist.  And in his way he did as much (and in some cases more) than Steve Jobs in spreading the good word.

At a time where things are in flux, the industry does not need more bullshit.  It needs more transparency.  And it needs some sincere people who are truly passionate about what they are promoting, not merely bottom feeding for the next instafamous check.

Bring back the evangelists!

Do You Remember?

I have been having a very interesting experience these past few months.  And if I am being completely honest, this novel "weirdness" started back in February when I came back to Japan and visited Minase in Akita-Ken.  I think maybe it was a wake-up call that I had been wanting but had failed to receive up until that time.   And what I keep being reminded of?  We are obsessed with labels and history, and all too often that history and story are no longer the reality of who, what and even where a brand is today.

That was driven home even more clearly when I visited the District Time Show this past weekend.  These are all, for the most part, small micro brands.  While there is no small amount of debate or discussion as to what, exactly, constitutes being a micro brand, it is safe to say that it is typically a one or two person band.

One brand that caught my eye was Draken.  Draken is the creation of Michael Blythe, originally from South Africa but lately residing in New Zealand.  The watch pictured above is the Draken Kalahari.  This is a sample / prototype of a new model that is currently in a pre-order.

Another was Collins.  The piece above is the Bronson Automatic.  

And Hager is back with a new dress watch, I believe the Diplomat (but I will reach out to the brand owner to confirm this naming convention).  

What these past months have reminded me is that there are still people out there who do what they do out of passion, and not merely going through the motions for a paycheck.

Ultimately, a watch is no longer a requirement.  You don't need one, let alone more than one ; )

So clearly for many people out there, a watch is something that communicates to them on a visceral level.  And ultimately isn't that more compelling than an instafamous influencer, or $7,500 per month PR firm telling you to like something?

I guess that up until this past February, I had forgotten what it was that I really appreciated about watches.  So thank you to the smaller independent and micro brands for reminding me.

Just Because You Can... Doesn't Mean You Should.

Omega is a great brand with a lot of great products.  They do a lot of wonderful work with charity.  I own two Omegas and still miss my 1969 Speedmaster Professional.  

Having said that...

Courtesy of Omega

This latest effort is a bit of a squib.

And the text provided with the images is enough to make you want to avoid any hipster that you encounter -

Thanks to its reliable design and superb anti-magnetic properties, the original OMEGA Railmaster of 1957 was perfectly suited to a role in working-class life. Today, the updated collection is proudly paying tribute to that industrial past with a new denim-inspired model.

Although they are now a fashion item, denim jeans were once manufactured purely for the benefit of hard-working laborers in the American West. For a long time, the robust cloth was the choice of miners, factory workers, farmers, and of course, those on the railroads. Their sturdy trousers or overalls would have gone hand-in-hand with the watch on their wrist.

To link the iconic material with this new Railmaster, OMEGA has created a vertically-brushed “blue jeans” dial that features indexes and hands with light-grey Super-LumiNova. There is also a beige lollipop central seconds hand and transferred Railmaster indication that are both reminiscent of the colored stitching found in denim jeans.

Most uniquely, the model is beautifully presented on a genuine blue denim NATO strap with brown leather used on the underside and for the keepers. The same model is alternatively available on a stainless-steel bracelet.

Courtesy of Omega

And if you have your heart set on this watch, I would opt for the bracelet version, you won't look like such a goof. 

The message seems to be:  "you don't have to get your hands dirty, but next time you put on your Redwing boots and "faux-vintage" Carhartt work wear, we've got just the watch for you!"  

I find it a stretch that Omega (and pretty much any other brand out there) is actually too fussed about celebrating the rugged integrity of the hard working men and women who actually performed honest toil for below-poverty-level wages.  It's fair to say that I could be wrong.  Having said that, I am pretty confident that the majority of the 30 somethings out there that this item is targeted at do not likely have just south of five grand ($4,900 suggested retail) to drop on an homage to the laborer.   They've spent all their money on student loan repayments and tragic tattoos.  And the amount of tips that baristas are making is not going to put a dent in the sticker price of this one.

I can almost hear the pitch meeting for this one now:

"Hey!  The really cool people featured in the the instafamous feeds we spend so much money on?  They all dress like hobos!"  

"Yeah, you're right!  What we need is an Omega for the trucker hat wearing, Pabst Blue Ribbon drinking, American Spirit smoking trendetarians out there!"

So does this mean that the two Crawford-Gerber ambassadors do the next Omega photo shoot dressed like Box Car Willie? 

Time will tell ; )

An Open Letter to PR Firms

Relationships and contact lists...

are not the same thing.

As I currently stand on both sides of the watch communication game, I am often surprised if not downright bewildered by the approaches some PR firms make.   It is safe to say that you will not know every journalist/blogger/influencer out there.  I live under absolutely no illusions that Tempus Fugit is on the tips of PR firms' tongues, particularly ones that typically specialize in 
fashion ; )

Having said that...

When you are "courting" your would-be clients, may I suggest that you do not claim to have thousands of contacts, that in fact, you don't.  May I further suggest that you do not buy and sell contact lists? Not only is it unethical, it's also a waste of both you and your client's time and money.  When you buy a list you have bought just that, a list.  People come and go out of the industry. Odd as it may seem, pr and communication are, in fact, people businesses.  Owing to that, there is that pesky need for a relationship at at least some basic level.  

It is very, very easy to understand the attraction for a brand to hire an agency.  And some are certainly very good.  BUT - when you (the agency) are charging $3,500 and up per client, you can afford to take the time to do your OWN homework, develop your own list, and try to do more than simply send emails to strangers.

Or, you can keep doing it the same way you always have.

On Paid Influence and the Press

True story ; )

Be sure to watch with the subtitles on -

Henki and Paid Influence

What Traffic, Influencers and Exclusives REALLY Mean

Is, in fact, any one's guess.  This is not a new theme here at Tempus Fugit, but it is apparently becoming a more relevant topic as more and more brands and media outlets are asking, and being asked some increasingly uncomfortable questions about how they are handling their pr, marketing and media.

So let's get one thing out of the way right from Jump Street -
Tempus Fugit does not accept any watch brand advertising.  You will note a Bell & Ross interactive clock on the site, and it is there because I personally like the feature (clock adjusts to whatever time you are tuning in from).  No money is charged in exchange for this.  Tempus Fugit does run approximately 3 fund raisers a year selling branded t-shirts and sweat shirts which brands and brand managers are certainly allowed to purchase (p.s. still time to order your Tempus Fugit Sweatshirt -

for only $45 US - Support Tempus Fugit - Get a Super-Dope Sweatshirt!)

Note how I smoothly snuck in a pitch ; )

So how do I make money?  I have consulting clients in the watch industry (ones that you will not read about here, as that would create an ethical conflict), and I work as a teacher and social worker (as I have discovered, that is also part of my calling).  And then why do I do it (I get this question a lot from PR folks), because I love it.  The point being, I found a way to make enough money at it to make it worthwhile while not having to park my ethics at the door.

Okay, so that's me, but let's have a quick whip-round to consider what is happening outside my little ecosystem.  In order to have an even passably interesting site (whether you call it a blog, an online magazine, etc.) you need to have content.  And all of us, from the mighty to the small get lots of press releases.  Interesting to relate, I noticed that more than a few brands and PR agencies would send releases in 2 waves - the first wave to outlets that the brands and PR agencies ALREADY PAID advertising money to.  In other words, the outlet not only sold the brand ad space, but as part of the deal, secured exclusive advance intel on new products in so-called exclusives.  And this really creates a false impression for the reader.  If you are the reader (or a potential advertiser) and you notice again and again how a certain outlet can manage to "scoop" the competition on a new release again and again.  You would think that outlet and their platoon of writers must have some amazing inside track.  Guess again.  Several of these sites do not write a sentence until coin of the realm has passed hands.  Ever wonder why a mid-tier group brand will suddenly be relevant exactly two times a year to one of the biggest digital outlets, and never during the rest of the year?  Yeah, I don't wonder either.  The "package" takes care of  your needs even if you are not a "known" advertiser.

Another goofy trend is the once-a-year outreach employed by some brands.  These are the brands that will never give you a BaselWorld appointment, never respond to any emails, never assist in ANY way for a story.  But out of the blue you get this warm, fuzzy, honey-laden entreaty to connect because:

"We have a story that we think your readers will be interested in..."

What I have come to understand, is that this is code for:

"We have an influencer/instafamer/instagrammer under contract and we need to push this content".   

In such cases, I request other photos not from the influencer/instafamer/instagrammer and often never hear anything further.  So in the new year, a kind message for the PR office - I am happy to write about your brand and your releases.  I am not happy to blindly promote someone you already pay money to to promote your brand, which you are now trying to get me to promote by promoting the promoter... 

Confused?  I'm not.  You hired these folks, you paid them, they are supposed to be promoting you, not the other way around.  And please stop asking me and other people to promote them for you after you paid them.

Oh, and p.s. - the FTC is taking an increasingly dim view of paid promotion through instagrammers & influencers who fail to disclose the financial nature of their relationship with the brand/brands that are featured in their social media feeds.  So as a public service gesture, I'd like share this info from the Federal Trade Commission -

https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking
 

And now that not-so-tiny elephant in the room - TRAFFIC.

Traffic as it relates to the Internet is really one of the most misunderstood metrics out there.  On the one hand, traffic is based
on a number.  Something that is quantifiable, something easily understood by salespeople - selling 100 is far better than 50.  The bigger the number, the better!  But as we are now seeing with watch sales numbers and export numbers getting a "flavor enhanced" boost via the Grey and Light Grey market, we can see that these do, in fact represent sales numbers, but not in the sense that demonstrate sales through the traditional outlets.  Grey and Light Grey Market sales are cover for product dumping.  Well, website traffic is really not that different.  A website can have millions of hits per month, but that does not mean that millions of people are actually visiting those sites -

Click Farms via Vice News

For many of us who run these outlets, it can be a very tempting option, we get nearly daily offers to pay $15.00 for 2,000 followers!  And as the competition among click farms increases, the rates charged will continue to fall.  Pretty soon it will be 10,000 followers for $5.00.  And in fairness to the guys and gals making ad buy decisions (or editorial package decisions) at watch brand HQ, this is really all that they have to go by.  They do not generally have the time (or sometimes even the interest) to read the actual articles and postings that are generated.  Let me put this in a different context, I think despite that fact that everyone reading this is probably pretty interested in watches, we can also agree that the number of people interested in fashion would far eclipse the numbers for watch interest.  Scott Schuman's the Sartorialist - www.thesartorialist.com fetches approximately 500,000 visitors per month.  Do you really think that more people are "clicking in" every month to read about watches than fashion?  

Ever wonder why nobody ever wrote a book called "The Devil Wears an Omega", and why nobody ever made a documentary movie titled Biver: The Last Emperor (although, in fairness, I did right an opinion piece the last time he announced his impending retirement back in 2012 - http://www.tempusfugit.watch/2012/01/last-emperor-has-left-party.html), as someone did about Valentino - Valentino: The Last Emperor IMDb?

Simple, watches are interesting, but they're not that interesting.  Or put more precisely as it relates to the whole traffic conundrum - there is traffic, and then there is traffic.

As with my food, I generally prefer to keep my website traffic organic.

So another year is in the books, and we all look forward to turning the page.  I thank everyone who participated in Tempus Fugit from the brands, to the PR folks to most importantly you, the readers.  I promise you that in 2018 you will continue to get content that is "free range" and hopefully some commentary that will give you a different perspective.  And while you will probably read and hear about some of the brands that I am working for/with, you will not be reading/hearing about them here ; )


With our very best wishes for you in 2018 -

Tallulah Henderson - Executive Publisher, Tempus Fugit Media
James Henderson - Chief Messenger, Tempus Fugit Media