The Power of Walt
“If you could be anyone in the world, who would it be?” My usual answer is Walt Mossberg, the legendary WSJ technology reviewer. Imagine having access to nearly every cool gadget in the world, and being paid to play with them. Nerd-topia!
But I underestimated Walt’s power. Two marketing professors have discovered that a positive review by Walt generates a 10-percent increase in the parent firm’s abnormal returns while a negative review causes a 5-percent drop. Those are big numbers in event-study world. (Via Gizmodo.)