At least 30 people died when bomb after bomb exploded, each one timed to inflict maximum casualties.
In Iraq. On Tuesday.
Did you stop your marketing?
Did you stop your marketing the day that Steve Jobs died? Roger Ebert? Margaret Thatcher? Nora Ephron? What about when Osama bin Laden was killed? Or the day of the Newtown, Conn., school shootings? Or the day that Congresswoman Gabrielle Giffords (D-Ariz.) was shot in the head at a grocery store?
Did you stop your marketing when explosions during the Boston Marathon blasted off limbs and killed at least three people, including an 8-year-old boy?
Did you stop your marketing last night, when an explosion at a fertilizer plant in Texas blasted away homes and killed at least five but probably 15 people, including a firefighter?
Did you stop?
No, really, why?
You’re the only one who can decide. Sometimes you’ll have to decide in the moment. It’s better to decide on guiding principles in advance.
You must base your decision on your audience’s demographics and your audience’s expectations. If people outside your audience don’t like your decision, does it matter?
You must believe in your decision. You may have to defend it. Do your instinct, your experience and your actions align?
This will happen again.
Update, Friday, April 19, 2013:
Look at the tiny news scroll at bottom of screen twitter.com/jeremyscahill/…
— jeremy scahill (@jeremyscahill) April 19, 2013