The Trump Opportunity
The publishing industry has been quick to seize on the audience-building opportunities of a Trump presidency. Daily Twitter updates from the man himself are driving non-stop analysis and reaction, to the extent that a number of news outlets have set up dedicated Trump-centric spin-offs.
Slate's Trumpcast podcast, Mic's Navigating Trump's America newsletter, and Crooked Media – a politics news site launched by former Obama White House staffers – are among a slew of new destinations devoted to tracking the Trump phenomenon. In December, the Washington Post even released a browser extension that enables users to fact-check Trump's tweets – from within the tweets themselves. The Post example is a useful case study for any marketer: culturally relevant, offering utility, and reflective of core brand values.
These media properties have been created to scrutinise and critique, but there's also an opportunity for brands to help consumers of any political stripe navigate the realities of Trump's America.
With the Brexit referendum in the UK, both political spokespeople and the media were attacked for failures in communication. A report from the Electoral Reform Society in September 2016 was highly critical of the campaigning, saying that the general public were ill-informed and misled by both sides. Clearly, brands could have played a part in engaging the public (as we discuss in Brands Take a Stand).
Unpicking the truth from Trump's communications could be an even harder task. As we can see, the media is starting to tackle this issue head on. Brands need to step up to the challenge.