Feature Image 220x168
MARKETING WITH US
Home
School Improvement Industry Weekly
School Improvement Markets Report
Podcast
Purchase

Together, Our Message Is Quality


The school improvement industry needs its own publication.

What do we mean? We mean a publication:

• Founded on the principle of harnessing market forces to improve public education.

• That does not exist primarily as a vehicle for provider advertising.

The editorial side of today's k-12 education publications are either predisposed to look for private sector failures, or cheerleaders for their private sector advertisers. In the first, your advertising is a very curious counterpoint to the surrounding journalism. In the second, the journalism can be hard to distinguish from the advertising. Both approaches undermine the credibility of your message.

Service marketing is service quality.

Your message should stand on its own - on the quality of what you offer. This industry is driven by the requirements of No Child Left Behind. For schools and districts, it begins with student test scores required to maintain Adequate Yearly Progress (AYP). Regardless of the Washington debate over "Scientifically Based Research," success will depend on educators' perceptions that products and service helps them make AYP. School improvement service quality distills to "student success at a good price."

Mature markets consist of knowledgeable buyers, sellers and regulators, and depend on reliable sources of information. Our market is emerging and chaotic. With media divided between opposition to "privatization" and cheerleaders for advertisers, providers' messages are being muddled whatever publication they choose.

The message of quality should be presented against a background of independence.

We provide information services to clients in all corners of the marketplace. By offering no "spin" - except our editorial, and upholding market principles in public education - above all quality, by admitting our mistakes, by being responsive to client needs, School Improvement Industry Weekly aims for respect as an honest broker by all market participants.

Whether you sell a program or a product, educators are buying a result - school improvement. The sale of outcomes relies on images of success, and the strongest images are grounded in reality. If your reality is a dedication to quality, we should be working together to develop a new media for our industry.


These Pages Are Copyright 2006
School Improvement Industry Weekly/New Education Economy LLC
Alexandria, VA

ALL RIGHTS RESERVED