Nearly two years ago, Vespa parent Piaggo USA and its PR firm CooperKatz began recruiting writers for two blogs singing the praises of its scooters. One was conceived as an “urban lifestyle” blog, the other was about “life’s journey.”
Today, both sites have been abandoned. The last of their remaining writers, Crystal Waters of Vespaway, walked away from the project in November. Her final post offers a simple apology to the community, along with an explanation that the company failed to respond to several of her queries about the site’s future.
The amazing thing here is Waters’ clear concern for her audience, a concern Vespa, which initiated the project, apparently doesn’t share. Meanwhile, the company is still promoting the blogs on its site. Yikes.
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This week at Shift 2016, Andres Sosa, Executive Vice President of the online retailer TheOutnet.com, gave a talk on innovation and content-creation. It reminded ... read more