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Dixons rises from the ashes

PC WorldYou may remember Dixons, the highstreet electrical retailer that was absurdly rebranded as Currys.digital (their pointless dot and italics, not mine).

You may also remember its wonderful press department which secured it regular free advertising via the national media, by putting out stories about items which it would no longer stock. As I detailed in a post with a remarkably prescient title, it received national coverage when it stopped selling analogue radios, 35mm cameras, video recorders, and the computer game Manhunt.

These stories each generated acres of positive press coverage about the futuristic and ‘ahead of the curve’ style of Dixons, for virtually no cost to the company itself. Now that’s good PR – It wouldn’t make sense to sack people like that just because a brand is disappearing.

And, indeed, it appears that the PRs’ jobs were safe – the Dixons press department appears to have shifted across to a different part of the same group of companies. Earlier this year, PC World received much coverage for its decision to stop selling floppy disks – possibly a little too ahead of the curve, given that 700,000,000 of the things are still sold each year.

And on this morning’s commute, I note yet more press coverage, since PC World have decided to stop stocking CRT monitors. Again, possibly too ahead of the curve, given that CRTs are still preferred by many graphics professionals.

How many times can national media outlets be conned into printing an almost identical story, which is effectively an advert for the same group of companies? Six at least, it would appear.

If that isn’t a depressing commentary on journalism today, then I’m not sure what is.

This post was filed under: Media.

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Comments and responses

Comment from Jonathan Rothwell


    23.37, 14/11/2007

Someone finally got round to replacing that fuse then…


Comment from sjhoward (author of the post)


    21.52, 16/12/2007

Fuse?


Comment from Nick Freestone


    20.41, 22/01/2008

Well they’re at it again –

Typical really…


Trackback from elsewhere on the site



23:10
23rd January 2008.

This post has been referenced by another on this site:
sjhoward.co.uk » Dixons: At it again




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