“A monopoly on the means of communication may define a ruling elite more precisely than the celebrated Marxian formula of 'monopoly in the means of production.'”--Robert Anton Wilson
"Freedom of the press is guaranteed only to those who own one."--A. J. Liebling
"One of the unsung freedoms that go with a free press is the freedom not to read it."--Ferdinand Mount
How to Financially destroy a targeted media apparatus
Step One: Identify your target
The First and the most overlooked step is not to have a plan with clearly understood objectives. For example, what do you hope to achieve out of your campaign? How do you want to carry out your campaign, such as through a physical presence, e-mail, letters, organized protest, etc....? What organization('s) or individual('s) do you want or need to enlist to help you in this endeavor? Have you built a grassroots network of like-minded individuals to assist you in this endeavor? Have you prepared a counter-media response and information plan? These are the fundamental core questions that have to be answered before you can EVER even consider beginning a campaign to destroy a target of interest. The power of organizing masses to protest and destroy several newspapers forever can be found in the striking printers that shut down seven New York City newspapers in 1962-1963.
This second step sounds oversimplified and is a no-brainer to anyone with an ounce of common sense. I agree, but as a former trained Teamster labor union organizer, you would be surprised to know that people would tend to focus on dozen's of "media" targets and do a mass mail out or try to organize other simultaneous methods of protest and boycott to coincide on a specific day. This is not the best way or the most effective way to use manpower and financial resources to take on a target of interest. Pick out one target, focus all your energy onto that one target, make that one target an example for the other targets that you have in mind and unleash all your rage and fury against that one target.
Step Two: Research your target
You cannot expect to be successful in your campaign if you do not know everything there is about your target. This requires a little work on your end, or if you have an organization, you should create a research arm to handle this task if you don't have one already. This does not have to be something elaborate , but rather one, or a few, people who's primary job is to handle the research that you need so you can focus on other things to move your campaign along. One thing though, do NOT underestimate the value of this in-depth research because it literally could be what makes or breaks your campaign.
To better illustrate these concepts I personally have focused on a target to begin building a campaign to destroy a source of propaganda and disinformation (or lack thereof)...The Huntsville Times. If you want to know why The Huntsville Times is targeted click here.
Okay, let's get started.
A. What is the parent company that is behind the Huntsville Times?
The Huntsville Times is owned by Alabama Media Group, which has the three largest newspapers in the state ( we are ONLY focusing on one of their papers The Huntsville Times). Their newspapers reach a statewide audience of 900,000 weekly newspaper readers. Alabama Media Group is a subsidiary of Advance Publications, Inc., which is a privately held communications company that owns Advance Digital, Condé Nast Publications, Parade Publications, Fairchild Fashion Group, American City Business Journals, Inc., Golf Digest Publications and more than 25 newspapers across the country such as The Star-Ledger (New Jersey), The Cleveland Plain Dealer, and namesake Staten Island Advance, as well as more than 40 weekly titles published by American City Business Journals. Through Advance Magazine Publishers (DBA Condé Nast), the company owns magazines including The New Yorker, Vanity Fair, and Wired. Other operations and interests include online content and cable television. Patriarch Sam Newhouse started the family-owned business with the purchase of the Staten Island Advance. Crain's ranked Advance Publications the 4th largest private company in the NY area in 2012. In addition to holding publishing and communication assets, Advance serves as the holding company for the family's 31% stake in cable entertainment company Discovery Communications. For a complete list of Advance Publications holding click here.
The Huntsville Times' parent company, Advance Publications, Inc., is ranked #44 in Forbes Largest Private Companies (November 2014) and some other key information is as follows:
- Founded: 1922
- Country: United States
- CEO: Steven Newhouse
- CFO: Tom Summer
- Website: www.advance.net
- Employees: 25,000
- Fiscal Year End: Dec 31, 2013 Sales: $8 Billion
- Headquarters: New York, New York
B. Who is the intended recipients of the particular campaign that you are about to launch?
The Huntsville Times reaches more than 150,000 adults 18+ every week, and almost three-quarters of local Adults 18+ with post-graduate degrees are Huntsville Times readers.AL.com is the strongest website in Huntsville, reaching 207,000 unique visitors monthly, delivering audiences that are 65% to 600% larger than other local media websites.
In understanding this data, one could presume that if the evidence of media corruption is "properly" presented to the "reading audience" of The Huntsville Times, one could assume that with their reader's "elevated" level of education they would be able to better understand and act logically rather than on mere emotion. In accordance to this data, it would be safe to assume that the intended recipients of your media campaign war are tech savvy. This statistical information will be integrated into a course of action. This is where the grassroots campaign mechanism will come into play when you launch your attack against your intended media target. The statistics for internet and Facebook penetration for the state of Alabama is as follows:
- 3,092,273 internet users as of June/10, 65.0% of the population, per IWS.
- 1,599,260 Facebook users on August 31/10, 33.6% penetration rate.
- 2,164,740 Facebook users on March 31/11, 45.5% penetration rate
Other interesting facts about Facebook statistics when designing your campaign to destroy a media target.
- Active users now total nearly 850 million
- 250 million photos are uploaded every day
20% of all page views on the web are on Facebook
- 425 million mobile users
- 2.7 billion “likes” per day
- 57% of users are female
The demographics of Internet usage is broken down by the U.S. Census Bureau as follows:
The data that is collected from the U.S. Census Bureau can be used to customize each phase of your campaign to reach your intended audience in order to deliver an effective message. For example, you would not want to use media/social media vehicles to try an reach your audience of 65+ year old people that are statistically not using those particular vehicles like Facebook, Twitter and so on. However, you would also want to examine the household income of certain age groups that also coincide with their internet usage to customize the avenue for reaching that particular demographic (Huntsville specific census data here). So in essence, what I am trying to say is that a "one size fit's all" approach to designing your campaign does NOT always work in every situation.
So be very mindful of this information, and do additional research to best formulate your strategy by reading books like Propaganda: by Edward Bernays, Public Relations: Edward Bernays, and Crystallizing Public Opinion: Edward Bernays that offer you EFFECTIVE and PROVEN strategy and tactics, but also offers you some insight into the very tactics that the Media Whore Complex uses on you on a daily basis to spread their lies and disinformation.
C. Who are your target's competitors
On a larger note, the three top competitors of Advanced Publications, Inc. are as follows:
- Gannett Co., Inc.
- The New York Times Company
- The Hearst Corporation
One a local level [in regards to the targeted Huntsville Times] their competition is as follows:
- Decatur Daily
- Cullman Times
The old saying that "the enemy of my enemy is my friend" is very true and should be a cornerstone to your campaign against your media target. Once you have your infrastructure set up (and not before) and everything is in place, then, and only then do you approach your target's competitors and inform them of your campaign and with any luck, they'll run a story about your endeavor, which will only naturally help you in your cause for obvious reasons. Remember that there isn't any bad publicity during this war.
When approaching your media target's competitors, make sure that you have a professional media kit put together and solicit the aid of your members within your infrastructure to swarm everyone from the top of that organization to the bottom with E-mails, blog comment's, phone call's, twitter responses, Facebook post and comments and so forth. One important thing to also incorporate into this phase of your campaign is to have your infrastructure members to have their friends and family, and their friends and family, and on, and on to swarm the competitors with request to investigate their competitor (your media target) and their involvement in their your campaign.
D. Expand your war to include incorporating boycotts of the targets soft sources of revenue
What are"soft sources of revenue?" A targets soft source of revenue would be anything other than financial holdings (stock affiliations, mutual fund management etc...) such as in the case of Advanced Publications, Inc. their soft sources of revenue would be magazine and newspaper subscriptions. The Cleveland Palin Dealer is a newspaper that is published in a heavily unionized city, Cleveland Ohio and are in fact, unionized themselves. And, since the sentiment of organized labor is MUCH stronger in the north than the south this is something that could play into your favor. In order to capitalize on this avenue you need to contact ALL local unions in the Cleveland Ohio are to inform them of your campaign and support you in your endeavor. Do NOT expect a work stoppage, but you may get some much needed support in other ways.
You want to join any social media site that is linked with the Cleveland Plain Dealer (or any of their other media holdings) and spread the word about their parent company and start asking people to cancel their subscriptions. Another example of using this tactic would be for having those in your infrastructure to join golf sites and spread the word about your campaign and ask any that if anyone on the site is receiving copies of Golfer Magazine, which is held by Advanced Publications, Inc. to cancel their subscriptions and to contact the magazines office to tell them why they are doing so.
In the case of the Huntsville Times you would build a social media campaign (Facebook, Blog, Twitter and so on) asking people to cancel their subscriptions to the Huntsville Times and the Al.Com media network.
E. Expand your war to include incorporating boycotts of the targets hard sources of revenue
What are examples of a target's "hard sources of revenue?" A targets "hard" source of revenue would be its primary source of revenue and major financial holdings. In the case of Advanced Publications, Inc. the targeting of their financial holdings wouldn't be as effective since they are NOT a publicly traded stock. If they were a publicly traded stock then you would do your research, or have the financial manager of your 401K or other investment vehicle to research whether or not your portfolio has any of the targets stock in its plan. If any holdings of stock that belonged to any part of your target was identified in your investment portfolio then you would instruct you financial adviser to move your money into another place that did NOT include anything that was tied to that stock. Then you would publish that stock information and what funds they were tied to an let everyone know in your network to dump that plan and re-locate their own money into another location that did not have any associations with that particular stock. Then you notify the Board of Directors of your particular target that you have moved your money from being tied to their stock to another plan that did not have anything tied to them and why you did it.
Another "hard" source of revenue for your target are the advertisers in their newspaper. As a consumer you have more power than you think. Advertisers place ad's in the newspaper in hopes of driving business their way. If you and your fellow members inform that business that advertises in The Huntsville Times (or whatever the target is) that as long as they advertise in The Huntsville Times that you will no longer do business with them and that you are going to encourage everyone you have contact with to do the same this is placing economic pressure on your target. IF the business does NOT comply after you have contacted them, then you add them to a website or Facebook page or whatever that they are doing business with a newspaper that suppresses information and it an enemy to the people of not only Huntsville, but America as a whole and GET THE WORD OUT. Have your members, and their friends and families, and their friends and families swarm that business with E-mail letters and even picket that business on its busiest day.
E. Is the boycotting of "hard" sources of revenue effective?
The answer is, YES. Let's examine The Huntsville Times as an example for using this strategy. Have you ever wondered how newspapers make money? Well, I am going to share one major way that newspapers make money. Advertisement is a big money maker for the newspaper. Salespeople will solicit local businesses and sell them blocks in the newspaper to advertise their product. A business may choose from several sizes and prices are according to how much space they will use. It is very expensive, but seems to be beneficial for the business. The newspaper must cover the cost of the salesperson and set up of the ad. One of the many ways to make money with a newspaper.Lastly, we will discover the classifieds section. The classified section is where people place ads for items they want to sell, rent, need or for job listings. The newspaper charges a fee for these ads based on the dollar amount of the item being sold. The ad are very small, so it is a great way for the newspaper to make additional money.
On February 20, 2009, a local news station (WAFF TV) ran a story titled: Huntsville Times offering employees voluntary buyouts. The Huntsville Times had to shutter its Huntsville production line location due production cost issues.
Representatives with The Huntsville Times stated, "The bulk of our money comes from advertising, and when that advertising is transferred from looking over to an Internet site, you just don't have as much revenue coming in."Another example of the closing of a newspaper the Ann Arbor owned by Advance Publications Inc. The newspaper ended its 174-year print run on July 23, 2009. The publisher blamed the loss of classified advertising revenue, which moved to Craigslist.
So, attacking advertising revenue is a very effective means in destroying your intended media target and no target is TOO BIG to destroy as is the case between Fox Media mogul Rupert Murdoch and Russel Brands' feud in Great Britain.
As not to give away my specific tactics and secondary advertisement targets, I will announce my "Destroy The Huntsville Times" campaign after I have finished building my infrastructure. You do NOT want to broadcast your moves in advance of making them because your target could notify their customer's ahead of time in an attempt to undermine and slow your campaigns effectiveness.
These tactics have proved to be extremely successful by their use in the vehemently anti-America labor union the SEIU. Another successful tactic is to incorporate a rolling picket of a set of businesses that had chosen to tell you to screw off and have sided with your media target instead of you...the consumer. The way that a rolling picket works is you organize a dedicate group of 15, to any many as you can, people to make sign and flyers to hand out in front of a business that you have contacted that is still advertising with your target. You spend about 45 minutes protesting that business (while being careful not to block its entrances and remain off of their property) drawing as much attention as you can. Then after 45 minutes, you all load up and "roll" over to another location and do the same thing as before. Then you move on to the next and the next. You finish your day of protesting by holding a rally on the steps of the target's location. This sort of pressure from concerned pro-American consumers is not something that is going to look favorable upon that secondary business. And, when the business starts seeing it revenues drop as a result of their advertising they are forced to pull their ad from the target and the target thus loses its source of revenue. This is something that does NOT happen overnight, but it can occur in a relative short time if you remain steadfast and grow your campaign to astronomical numbers by enlisting other groups and individuals across the country to join your campaign.
Stay tuned for more information regarding when this "Destroy The Huntsville Times" Campaign kicks off.