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turn bad press into good press


Bad Press by: Kindra Foster Lindbloom


Does anybody remember JANGLE.com? I used to be the editor of that first commercial scrapbooking web site, which was sponsored by the parent company of AccuCut. In fact, I helped create the site and all of its crazy, fun departments.


One day, we discovered another company had created a scrapbooking site that used the exact same name as one I had come up with for a department page on JANGLE.com. The way we discovered it was that the owner of the other site posted a scathing renunciation of our site on the industry’s most popular listserve forum, saying we had stolen her idea and calling for us to change the name of our department. Within hours, scrapbookers were sharing their opinion that


to overcome feelings of panic.


34 scrapbook business


The most important fight is your fight with yourself


JANGLE.com had no integrity, no class and no right to go around doing whatever we liked at what seemed like the expense of the “true” scrapbookers of the world. It didn’t help that we were the first commercial site in a cyber space that had until then been occupied mostly by hobbyists—although some of them were savvy businesspeople who later launched successful commercial sites.


Naturally, I and my CEO were unhappy about this negative press. We had worked hard to make sure JANGLE.com stayed on the straight and narrow when dealing with both manufacturers and scrapbookers, to treat people in the industry with respect and become a trusted resource for scrapbookers and manufacturers everywhere.


Weighing the Options


I was worried the negative press with scrapbookers would destroy in hours what we had taken months to build. How could we overcome such hostile solidarity among scrapbookers?


into Good Press


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