Summit versus the World

In my wonderful field of work, meeting up with certain key people from the world of publishing is an everyday happening. Chances are, if you really read the magazines you, well, read, you’d know that the number 1 magazine in the Philippines is FHM and it’s published my Summit Media.

On the other hand, there are the notable contenders like Maxim from ABS-CBN publishing, Manifesto from the makers of C! and Calibre, Manual from Mega, and Uno from 5 Leaf Publishing. Though Manifesto and Manual may deny this comparison, them being high-end or targeted to another market, they are still birds of the same feather for the general reading public.

Anyway, an observation I have in dealing with them is simply stated in the title: Summit versus the World. In every lunch meeting, quick coffee, or even a phone conversation, other publishers would always mention Summit. In any given case, this magazine/publisher would compare themselves to FHM or Summit from all aspects of existence such as cover girls, articles, and wholesomeness (if you know what I mean).

However, if you speak from the snotty guys from Summit (well, not everyone, but being #1 gives them the right to do so), they only speak of nothing else but Summit. Nothing else is ever mentioned. They are the world, the world is them. Or at times, the world revolves around them. Since I am not the kind of person who would drop names, brands, etc. out of social-climbing desires, the mention of their “unworthy competitions” are never ever brought up.

This brings us again to one of my favorite statements in marketing:

“No one can make you feel inferior without your permission.” — Eleanor Roosevelt

If you’ve ready my blog, you’d notice how much I keep on professing this powerful statement. In fact, the guys from 7-Eleven are also doing this: what Ministop? No matter how small or big or fun or serious you are, you should always watch out from falling out of this paradigm. Love Radio failed. Nike failed. God knows who else would fall unto this trap.

When I say don’t ever mention your competition, I’m not saying you ignore them. For crying out loud, I know a lot about my company’s competition even to the freaky point that I have their key decision makers’ pictures and profiles stashed in a manila envelope somewhere humorously labeled “Hit List”.

Yes, blatant or direct name-calling is prevalent in the USA unlike here in the Philippines. Some may say that it is time to change, but for me, today is by far the best time to stick to this method. The best war in our world history is not World Wars I and II! The Gulf War or the War on Terrorism cannot even come close. The best war is the Cold War, because it is the war of ideology, a war of the mind.

The same thing should go with marketing. Keep it silent. Play with the mind. Never recognize the competition up front and always make sure your market follows suit. If you know how to play this game, you’d always be on top of everything. You’d even have that sinful pleasure of making your competition wither in their seat. After all, hate is not the opposite of love. Ignorance is bliss.

Love Radio’s Mistake

If you’re Filipino, or if you’re anyone who resides within this jungle called Metro Manila, chances are, you know Love Radio (or you’re a liar). I particularly know this one Brit guy who was here for a holiday. Like most foreigners who dreamed of experiencing the wild first hand, he rode a jeepney and distanced himself from taxi cabs. He asked, why are all jeepneys listening to a single radio station? In fact, he has memorized its coined phrases and terms by heart.

I know it’s crass, it’s terrible, and if jologs were a DJ, he would probably be working for this infamous radio station and proud of it, too. Unfortunately, no matter how much the elite would want to reverse hard facts, Love Radio is the number 1 radio station this side of the planet. You can’t deny. You hear it, you hear it, and you will dream about it. In fact, accepting their “greatness” needs no evidence. It’s like a blind fanatic saying “God exists”. End of discussion.

But unfortunately, just like Napoleon Bonaparte, Love Radio is now doomed. The worst part of it is that this is brought about not by any of Porter’s so-called threats. Love Radio is doomed, because they allowed themselves to be challenged.

In previous times, Love Radio stood out all by itself. They didn’t care that copycats are spurting left and right and are blatantly imitating their style. They are the Levi’s of the game, for crying out loud! Why stoop to their level to the new, trying-hard guys?

Sadly, that’s what they did, and that is why recently you can hear them dropping in the names of other radio stations like Yes!, WRR, and Energy FM. One of the worst things a market leader could do is to dignify an insignificant competition on-air. Now, people who are happily listening to Love Radio would know think about the other radio stations and wonder why, oh, why is this lame war happening in the airwaves after all these years.

To the guys at Love Radio, I really like what you do. On my bad days, you make me fume even more (which is why I avoid listening to the radio) but on my good days, you add sunshine on my already beautiful day. Please stop making a fool of yourselves by opening the floodgates of doom. You are number 1, why worry about the rest? And if you have to worry, don’t let the world know. And if the world has to know, don’t settle for immature name-calling and direct comparisons. That’s so childish (but then again, Love Radio’s image is that of a sick, immature child. Hehehe).

But I hope you get my point.

“No one can make you feel inferior without your permission.” — Eleanor Roosevelt