Sunday 17 February 2013

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Tesla is also a media company now
Electric cars like the Tesla S may be fairly new, but companies getting upset about the way they are portrayed in the media probably dates back to when the news first arrived on clay tablets. What’s different now is something Dan Frommer put his finger on in a post, and something we’ve pointed out a number of times before — in a very real sense, Tesla Motors is a media company with all (or at least most) of the same tools of influence at its disposal as the New York Times. Says Frommer:
“Even a few years ago, something like this probably would have required finding a rival newspaper — the Wall Street Journal, perhaps — to collaborate on a takedown. Or maybe an expensive full-page ad campaign in the top five papers, which would have looked defensive and seemed less convincing. But now that every smart company has a regularly updated blog… brands can speak for themselves very powerfully.”
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