The insurance writer types here at Aartrijk love the use of language to attract, cajole, inform and even amuse or entertain, on occasion. The classic New York Post-style headlines are obvious examples of clever creations: “KISS YOUR ASTEROID GOODBYE” screamed the Post during a 1998 meteorology scare. “IT’S WALL OVER” proclaimed Britain’s The Sun after the [...]
Tag Archives | insurance trade media
Send US Your Headlines
By Charles Wasilewski on May 21, 2013 in insurance content, insurance marketing, insurance publicity, insurance trade media, marketing communications, Uncategorized, writing
Pet Peeves, Constructive Criticism: Insights from the Insurance Trade Media (Part 3)
By Charles Wasilewski on August 14, 2012 in Branding, insurance marketing, insurance publicity, insurance trade media, marketing communications
Working with insurance trade media editors and reporters is a win-win-win. The media plays a valuable role in the insurance industry’s business-to-business networking by feeding information and insights to and from insurance professionals. Aartrijk’s insurance trade media survey sought ideas and concerns from trade media. Here is the last of three blog posts with the [...]
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Survey Says: Insights About the Insurance Trade Media (Part 2)
By Charles Wasilewski on June 19, 2012 in Branding, insurance publicity, insurance trade media, marketing communications
It’s highly valuable for insurance brands to place an article or blog post in an insurance trade publication or have a brand leader interviewed for an article. “Editorial is three times more credible than advertising,” Peter van Aartrijk stated flatly to me when I joined Aartrijk back in 2001. And it’s still true, mostly. One [...]
Survey Says: Insights About the Insurance Trade Media
Editors and reporters with the insurance trade media rely on public relations professionals with insurance brands to research and create stories. But there’s plenty of room for insurance marketers to change and improve in their trade media publicity efforts, judging by comments from the trade media. Those are two key conclusions from an Aartrijk survey [...]
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Behave Yourself
The insurance trade media has been wracked by change. The past 10 years have seen collapsing print ad sales, declining editorial staff numbers, industry consolidation, and the advent of social networking sites where information is shared directly, person to person. But this resilient sector of the insurance industry continues to sprout new buds, even fully [...]