Spike Jones is on the box. Ninety-two percent of word of mouth happens offline (so says Keller Fay Group). 92%! And that’s not going to change. Working from that factual place, Spike's premise is a brand has to have an offline, real world dimension to any community building efforts it undertakes. Why is it the more I am connected online, the more alone I feel? Because I an missing the one thing that online can help …
Robbins Steps On Broadcasters’ Toes Necks
"This instrument can teach, it can illuminate; yes, and it can even inspire. But it can do so only to the extent that humans are determined to use it to those ends. Otherwise, it is just lights and wires in a box." -Edward R. Murrow in 1958 Members of the National Association of Broadcasters are in Las Vegas for their annual get together. Like any such meeting of minds, it's a time for some networking, learning and …
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High Hurdles: Selling Ads In The Sports Pages
Louis Hau, Media Reporter for Forbes, explores an undervalued resource in the newspaper business--the proper monetization of which could be a big help to a struggling industry. Here's one of the most perplexing aspects of the newspaper business: Readers love the sports section, but advertisers couldn't care less. As the industry struggles to staunch the bloodletting in advertising revenue, the time has come for a …
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Rupe And Balmer Sharpen Their Google Darts
Rupert Murdoch’s News Corporation is in talks with Microsoft about joining in its contested bid for Yahoo, a move that could result in the union of Yahoo, Microsoft’s MSN and News Corporation’s MySpace. The New York Times calls the three-headed beast "a behemoth that would upend the Internet landscape." …
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Listening Skills New Requirement For Brands
According to Adweek, Chrysler is introducing a new customer-centric corporate tagline: "If you can dream it, we can build it." The campaign addresses topics, such as quality, fuel economy and safety. One print ad asks, "What exactly are the qualities of quality?" and features a lengthy essay on the topic that talks about "putting the customer back in charge." The new tagline appears at the end. "[The campaign] is …
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Brutal
Print-ad revenue at U.S. newspapers last year suffered its biggest decline since at least 1950, the Newspaper Association of America reported. Print-ad revenue plummeted 9.4% to $42 billion in 2007. Classified ads, which account for a third of the total, were hit especially hard, down almost 17%. The NAA's estimate showed that while newspapers' online-ad revenue is growing, the extra ad dollars coming from the …
It's The Economist, Stupid
In a market dominated by women’s lifestyle titles, The Economist, with a circulation of 720,882 and 24% ad revenue growth in 2007, has the No.1 spot on AdweekMedia’s annual “Hot List.” The Economist earns dual honors this year as publisher Paul Rossi and editor John Micklethwait take home the “Executive Team of the Year” award. New York magazine earns the accolade “Design Team of the Year". People.com is the …
Print, Take A Well Deserved Bow
Newspapers might be struggling, but print, particularly when it's glossy and bound, is still a desired, trusted source for information. According to Ad Age, new research by MediaVest suggests that readers trust print more than the web in almost every area. Print's fashion and beauty coverage took the trust prize by the widest margin, outstripping readers who trust websites more by 24%. Print coverage of food and …