Did that headline grab you? That's generally what they're supposed to do, and sometimes those fancy mainstream media outlets tend to go a little overboard when it comes to crafting those dizzyingly dramatic headlines... to the point that they're just a little misleading.
Take, for example, the latest bit from Mediapost - "XM Extends Brand, Partners With Apple" - which makes it sound like the folks over at The Eck have bedded Cupertino.
Yet, the article really says nothing more than the fact that XM is making some of their content available as podcasts. Oh sure, they twist and turn XM CEO Nate Davis' words from last week's conference call to make it sound far more salacious than it really is, but honestly, that's all it is.
So let's go back to the tape and read what Mr. Davis really said:
"We expanded across new platforms, delivering free podcasts of select XM programs via XM Radio and Apple's iTunes store. And I might add that two of our podcasts consistently ranked in iTunes' top ten."That was from the prepare remarks. For what it's worth, ranking in the iTunes top 10 is a great marketing vehicle, and an accomplishment to be proud of.
During the Q&A session, XM's Management was asked about any possible deals with the iPod maker. Here's what Nate Davis had to say in response:
"On the iPod front, as you know, we've begun to podcast some of our original content through the iPod relationship and we have talked with Apple on a number of fronts of additional things we could do. I would not call it a strategic relationship. I would simply say we have a good marketing relationship and we continue to talk to them about additional things we can do. So yes, we have ongoing conversations; no, they're not strategic. They strictly center around making sure that more people can get XM content not only on XM radio but also get that content through the front page of iTunes."Translation: XM found the podcast initiative to be a good one, and likes having that XM logo on the frontpage of iTunes. That's it.
When you actually put his words in context, it far less exciting. Nate even tried to mitigate expectations by highlighting that this is not a strategic relationship - but a marketing one. But that doesn't make for good headlines.
On a related note...
The Mediapost headline isn't even the worst offender. Check out this awful one by Variety: "XM, Sirius delay merger talks" - yikes, talk about misleading.
Thanks to everyone who sent these in!
It's a hook.. they get you to read this because you are interested in XM and all and by the time you are nearly done reading you realize that no, that's not what you thought it might be about.. they do it on CNN and their ilk all the time...
From people I know in SIrius, Apple has already approached them about purchasing them, contingent on the merger. If the merger falls through, watch Apple swallow up Sirius.