11/26/09
The big news in media these days is Oprah’s announcement that in 2011 she is ending her syndicated show and starting her own cable network – the Oprah Winfrey Network (OWN).
The premise is that content is king and people will seek out Oprah wherever she may be. Of course how much Oprah people will be getting is unclear at this time, since the website declares that the network will be devoted to “self-discovery”, and that Oprah will “appear and participate in new programming” – but doesn’t clarify exactly what that means. (Steinberg, 2009)
While the double revenue stream of cable (advertising and subscriptions) may be more lucrative, the recent disappointing performance of O Magazine (newsstand sales were down – 6% in the first half of 2009), suggests that the medium is as important as the message. (Kelly, 2009)
And, let’s not forget about Howard Stern. Howard who you might ask? He may have made oodles of money moving to satellite radio, but he lost his platform and marginalized his voice in the process.
Is that what’s in store for the queen of daytime?
Steinberg, B. (2009, November 20). Will Oprah’s Move to Cable Dampen the ‘Oprah Effect’? adage.com. Retrived November 25, 2009, from
http://adage.com/mediaworks/article?article_id=140668
Kelly, K. (2009, November 21). Hearst planning makeover of slumping Oprah Magazine. nypost.com. Retrived November 25, 2009, from
http://www.nypost.com/p/news/business/hearst_planning_makeover_of_slumping_MbnGNU5VHLEzKnB14S6uOJ
Thursday, November 26, 2009
Thursday, November 19, 2009
Will you buy Poland Spring water because it’s natural?
11/19/09
With bottled water sales weakening in North American, Nestle has decided to take a new approach and tout its waters as “natural” and “healthy” with a “distinct taste”. (Lukovitz, 2009).
Hearing that reminds me of Imus’ tirade against Dasani water several years back. I believe that he called it London sewer water!
Since I was under the impression that part of the reason people were cutting back on bottled water was because of environmental concerns about the empty bottles, I’m wondering if this approach will work.
What do you think? Are these salient messages? Will they overcome your environmental concerns? Will they motivate you to buy Poland Springs?
Lukovitz, K. (2009, November 16). Nestle Waters Stresses Regional Brands’ Sourcing. mediapost.com. Retrived November 18, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117454
With bottled water sales weakening in North American, Nestle has decided to take a new approach and tout its waters as “natural” and “healthy” with a “distinct taste”. (Lukovitz, 2009).
Hearing that reminds me of Imus’ tirade against Dasani water several years back. I believe that he called it London sewer water!
Since I was under the impression that part of the reason people were cutting back on bottled water was because of environmental concerns about the empty bottles, I’m wondering if this approach will work.
What do you think? Are these salient messages? Will they overcome your environmental concerns? Will they motivate you to buy Poland Springs?
Lukovitz, K. (2009, November 16). Nestle Waters Stresses Regional Brands’ Sourcing. mediapost.com. Retrived November 18, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117454
Thursday, November 12, 2009
Why isn’t radio getting the respect (and ad dollars) that it deserves?
11/12/09
According to a recent study by the Council for Research Excellence, 77% of adults are reached by broadcast radio on a daily basis, second only to television. Among the coveted 18-34 year old target the percentage jumps to 80%. (“Radio Dominant Audio Device”, 2009).
As we have discussed in class, radio provides well-defined audiences on a local basis, and a 92% retention rate during commercials, at a low out-of-pocket cost. (“Radio Listeners Stay Tuned During Commercials, 2006).
Yet, CBS radio revenues fell -19% in the third quarter; and their predicament is not unique as the entire category experienced a -20% drop. (Sass, 2009).
If we are all still listening to radio, why aren’t advertisers continuing to advertise on it? Do you find radio advertising less persuasive than other forms of advertising? Have you ever bought something after hearing a radio ad?
Radio Dominant Audio Device. (2009, November 9). news@mediapost.com. Retrived via email November 9, 2009.
Radio Listeners Stay Tuned During Commercials. (2006, October 23). Adweek.
inside front cover.
Sass, E. (2009, November 6). CBS Radio Revenues Fall 19%. mediapost.com. Retrived November 11, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117001
According to a recent study by the Council for Research Excellence, 77% of adults are reached by broadcast radio on a daily basis, second only to television. Among the coveted 18-34 year old target the percentage jumps to 80%. (“Radio Dominant Audio Device”, 2009).
As we have discussed in class, radio provides well-defined audiences on a local basis, and a 92% retention rate during commercials, at a low out-of-pocket cost. (“Radio Listeners Stay Tuned During Commercials, 2006).
Yet, CBS radio revenues fell -19% in the third quarter; and their predicament is not unique as the entire category experienced a -20% drop. (Sass, 2009).
If we are all still listening to radio, why aren’t advertisers continuing to advertise on it? Do you find radio advertising less persuasive than other forms of advertising? Have you ever bought something after hearing a radio ad?
Radio Dominant Audio Device. (2009, November 9). news@mediapost.com. Retrived via email November 9, 2009.
Radio Listeners Stay Tuned During Commercials. (2006, October 23). Adweek.
inside front cover.
Sass, E. (2009, November 6). CBS Radio Revenues Fall 19%. mediapost.com. Retrived November 11, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117001
Why isn’t radio getting the respect (and ad dollars) that it deserves?
11/12/09
According to a recent study by the Council for Research Excellence, 77% of adults are reached by broadcast radio on a daily basis, second only to television. Among the coveted 18-34 year old target the percentage jumps to 80%. (“Radio Dominant Audio Device”, 2009).
As we have discussed in class, radio provides well-defined audiences on a local basis, and a 92% retention rate during commercials, at a low out-of-pocket cost. (“Radio Listeners Stay Tuned During Commercials, 2006).
Yet, CBS radio revenues fell -19% in the third quarter; and their predicament is not unique as the entire category experienced a -20% drop. (Sass, 2009).
If we are all still listening to radio, why aren’t advertisers continuing to advertise on it? Do you find radio advertising less persuasive than other forms of advertising? Have you ever bought something after hearing a radio ad?
Radio Dominant Audio Device. (2009, November 9). news@mediapost.com. Retrived via email November 9, 2009.
Radio Listeners Stay Tuned During Commercials. (2006, October 23). Adweek.
inside front cover.
Sass, E. (2009, November 6). CBS Radio Revenues Fall 19%. mediapost.com. Retrived November 11, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117001
According to a recent study by the Council for Research Excellence, 77% of adults are reached by broadcast radio on a daily basis, second only to television. Among the coveted 18-34 year old target the percentage jumps to 80%. (“Radio Dominant Audio Device”, 2009).
As we have discussed in class, radio provides well-defined audiences on a local basis, and a 92% retention rate during commercials, at a low out-of-pocket cost. (“Radio Listeners Stay Tuned During Commercials, 2006).
Yet, CBS radio revenues fell -19% in the third quarter; and their predicament is not unique as the entire category experienced a -20% drop. (Sass, 2009).
If we are all still listening to radio, why aren’t advertisers continuing to advertise on it? Do you find radio advertising less persuasive than other forms of advertising? Have you ever bought something after hearing a radio ad?
Radio Dominant Audio Device. (2009, November 9). news@mediapost.com. Retrived via email November 9, 2009.
Radio Listeners Stay Tuned During Commercials. (2006, October 23). Adweek.
inside front cover.
Sass, E. (2009, November 6). CBS Radio Revenues Fall 19%. mediapost.com. Retrived November 11, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117001
Thursday, November 5, 2009
Would you buy Dove Chocolate from Martha Stewart?
11/5/09
We’ve discussed the fact that one of the problems with using celebrities in advertising is that they often lack believability. And sometimes they’re actually silly enough to get caught using a competitive product. After his brief flirtation with Microsoft, Seinfeld is now back to using Macs. Did he ever believe in PCs? Or was he just paid well to pretend that he did? (Tang, 2009).
Ms. Stewart’s association with Dove runs far deeper. Special-edition bags of “Promises” chocolate will carry 200 different holiday tips from Martha, in a “fortune cookie” like format. During the show she’ll discuss Dove’s commitment to cocoa sustainability and holiday craft segments will include the candies.
Perhaps the entire campaign would be more believable if it hadn’t be announced last week that she will also be partnering with Hain to launch Stewart-branded poultry, baked goods and pastas. Is she becoming the next Kate Moss? What do the Martha fans think? Will her endorsement be persuasive? Or is she officially over-exposed? (Lukovitz, 2009).
Tang, S. (2009, October 29). Seinfeld Back With the Mac in Latest Curb Episode. tuaw.com. Retrived November 4, 2009, from
http://www.tuaw.com/2009/10/29/seinfeld-back-with-the-mac-in-latest-curb-episode/
Lukovitz, K. (2009, October 30). Martha Stewart Promos Mars’ Dove Chocolate. mediapost.com. Retrived November 4, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116363
We’ve discussed the fact that one of the problems with using celebrities in advertising is that they often lack believability. And sometimes they’re actually silly enough to get caught using a competitive product. After his brief flirtation with Microsoft, Seinfeld is now back to using Macs. Did he ever believe in PCs? Or was he just paid well to pretend that he did? (Tang, 2009).
Ms. Stewart’s association with Dove runs far deeper. Special-edition bags of “Promises” chocolate will carry 200 different holiday tips from Martha, in a “fortune cookie” like format. During the show she’ll discuss Dove’s commitment to cocoa sustainability and holiday craft segments will include the candies.
Perhaps the entire campaign would be more believable if it hadn’t be announced last week that she will also be partnering with Hain to launch Stewart-branded poultry, baked goods and pastas. Is she becoming the next Kate Moss? What do the Martha fans think? Will her endorsement be persuasive? Or is she officially over-exposed? (Lukovitz, 2009).
Tang, S. (2009, October 29). Seinfeld Back With the Mac in Latest Curb Episode. tuaw.com. Retrived November 4, 2009, from
http://www.tuaw.com/2009/10/29/seinfeld-back-with-the-mac-in-latest-curb-episode/
Lukovitz, K. (2009, October 30). Martha Stewart Promos Mars’ Dove Chocolate. mediapost.com. Retrived November 4, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116363
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