Last year, around this time, we posted that in late November of 2008, the COW passed the Google Analytics ONE MILLION unique visitors a month marker. This year, as we wind down to year's end, we have passed the Google Analytics 2.2 MILLION unique visitors a month threshold. In fact, Q3 of 2009 sustained growth that saw the COW growing by adding another 100,000 visitors every 10 days or so.
Against this backdrop, the other day I read a quote by Mahatma Gandhi that said: "First they ignore you, then they laugh at you, then they fight you, then you win
." When I read this, I had to smile, especially considering the last 15 years or so that Kathlyn and I have been building media professionals communities online. I read Ghandi's words out loud to Kathlyn, and she smiled. It was the story of Creative COW in a nutshell.
In the beginning, many people in the industry didn't get it. But those that were trying to keep their jobs -- floundering in the wake of rapidly changing technologies and production processes -- they got it. In fact, as Kathlyn and I have mentioned before, the most rewarding experience we've ever had at trade shows, is when people come up and talk about how they've been coming for a decade or more and how the community we've help build helped save their job. That will humble you, when you consider their family and ponder how something you have done has helped someone else protect that family. It is truly an honor that we do not take lightly.
In the beginning, the industry trade magazines and other well funded entities in this field, ignored us. We sent press releases time and again that never received coverage, as they chose to ignore us. Just like Ghandi said they would.
When we changed our strategy and launched Creative COW, they laughed at the company with the funny name. Ghandi got that one right, also. In fact, we once heard from one of the people that had worked with one of these companies, that on the day that we announced we'd be going into print, the company they worked for had a meeting in which they mooed and laughed and talked about what an aborted foray into print this would be. "Who's going to read a Creative 'COW' Magazine?" they laughed. The answer? Their former
readers, it seems.
Every year that goes by, there are fewer and fewer magazines in this market, and there are more and more websites opened, but there is still only one Creative COW -- a site with more combined traffic than all of them combined.
Is it because we are so smart? No. Then why is it happening this way?
Once upon a time we received a call from a billion dollar publishing conglomerate (who I won't name to spare them the embarrassment) that had spent hundreds of millions of dollars in this market, trying to lead in this market segment. They called us from England on a speakerphone from their board room and asked how on Earth we always managed to beat them? They told us that no matter the money they spent, we just kept growing and undoing everything they were trying to accomplish.
We told them the simple answer: we listen
to our people and we build that
. They wouldn't believe the simple truth, and because of it, they failed -- not long after selling off at fire sale prices the under-performing company they tried to build.
We have failed plenty ourselves. Having just passed 59, I look at my failures -- and my successes -- and my failures have ample company, while the successes don't come anywhere near the "populace of profusion" that my failures occupy.
What surprises me, is that some people will not listen to their failure and the lessons it is trying to teach them. They will keep going the same way, time after time, in a strategy that has never worked and that is failing -- doing it again and again. [Insert sound of Steely Dan's "Do It Again" here.]
Unlike most businesses, we do not hold monthly or quarterly strategy meetings. In fact, truth be told, we hold them DAILY. Daily? Yes, it is THAT important in a rapidly changing world such as ours is today.
The time it takes us to hold these meetings is more than made up for in a company that can turn on a dime and rapidly respond to the ebb and flow of today's business climate.
Sound crazy? It works. It also allows us to try things and to play to our opportunities in ways that we could never exploit if we met monthly, quarterly or annually.
As I wrote in one of magazine columns a while back: God gave you two ears and one mouth and is trying to teach you something in the arrangement.
We watch this market like hawks in flight. We constantly discuss what we see and where we are spotting opportunities. We fight aggressively to prove the vitality and practicality of what we see, believe and are bringing to market.
Our competitors quit laughing some time back. Now some of them call us liars and say that the comparative statistics we publish
are false. Most of our partnering companies see the desperation in those words, but for the few that believe their claims, I ask them why their lawyers never contact us? We aren't misrepresenting anything, and our publishing of these numbers is just that -- us, posting data that is available from 3rd party sources. Nothing more or less.
So we continue to compete and they compete against us. Another magazine in this market announced last October that they will go "all digital" in 2010. Two others against whom we have had to compete already went to web-only in 2009.
Tim Wilson and I understand the move to digital but not when the titles doing it have a tiny web-footprint to work from. Tim and I call these kinds of moves "imploding onto the web" and we believe that failure in print does not entitle you to success on the web.
The market is thinning and we continue to hold our daily strategy sessions and to do everything we can do to guarantee that Creative COW Magazine will continue to grow in 2010. We don't plan to go all-digital anytime soon, and would only consider such a move if there were a distribution technology that our members saw as especially valuable to them and worthy of such a change.
Don't let your own strategies be timid in 2010. Learn to thank like a marketer. Market. Listen. Fine-tune. Move. Assess. Move again. Refine. Learn from your mistakes. We do.
Today, you have to experience your failures quickly and move to your next step of refinement quickly. It makes me think of that old song by 38 Special called "Hold On Loosely (But Don't Let Go)." You have to hold and measure the move with fluidity and a ease and speed of movement that allows you to quickly adjust.
The advantage that mammals had over the dinosaurs, was that the mammals were stealthy and agile.
There's a lesson in that one, too.
Have a great New Year and we wish you every success in the days ahead.