Thursday, April 29, 2010

Another target to ponder.


Are you single, or do you know someone who is? You are not alone.

According to the Bureau of Labor Statistics, singles spent $2.2 trillion in 2008, a 30% increase since 2003. (Newman, 2010).

The travel industry, which has always penalized single travelers has woken up to the situation and is now experimenting with singles only cruises – with no supplemental fees, and sponsoring dating blogs.

Perhaps it’s because they have realized that 57% of singles are under 45, and 40% are under 35, which places them squarely in most advertisers’ primary target groups.

Or it could be that they're still not filling the beds. Reaching out to a new target should help.

Newman, A. (2010, April 19). The Power of One. Retrived April 29, 2010, from

Wednesday, April 21, 2010

Radio Stages a Comeback.


Forecasts for U.S. adverting spending in 2010 are on the rise. Barclay’s Capital is now predicting yearly increases of 5.5% for the industry, due to larger expenditures in the automotive and political categories. (Loechner, 2010)

But the most interesting news is that radio spending, which has been declining for years, is now forecasted to increase by 7.4% in 2010.

Why? Radio stations are local, highly targeted, and 77% of adults listen daily (including 80% of adults 18-34). (Loechner, 2009).

Clearly it was premature to count this “old” medium out. Is a rebound for newspapers on the horizon too?

Loechner, J. (2010, April 16). Radio Leads Way For Bounce in Ad Forecast. Retrieved April 21, 2010, from

Loechner, J. (2009, November 9). Radio Dominant Audio Device. Retrieved November 9, 2009, from

Wednesday, April 14, 2010

It’s time to lose the maps.


I don’t know about you, but I was pretty darn tired of seeing all those Verizon and AT&T map ads. This was a perfect example of what began as a good idea turning into a confusing mess, as each company tried to one up each other. So it comes as a relief to hear that AT&T has decided to move on.

The ambitious rebranding effort they are launching on the Masters, dubbed “Rethink Possible,” seeks to change consumer perceptions of AT&T from a telecommunications company to an innovation company. With yearly media spending estimated at $1.87 billion, they certainly have the funds to do it. (Patel, 2010)

But, I have to admit. I was kind of hoping they’d bring back “Reach out and touch someone.”

Patel, K. (2010, April 8). After Bruising Ad Battle, AT&T Looks to Rebrand as Lifestyle Company. Retrieved April 14, 2010, from

Wednesday, April 7, 2010

Will Vitaminwater be successful with a segmented approach?


After a sales volume decline of 22% last year, Vitaminwater has decided to take a new approach. (Bauerlein, 2010)

First they targeted New Yorker’s with a local campaign focusing on individual neighborhoods.

And now they are targeting binge drinkers by touting the brand as a hangover cure, on the NCAA finals no less.

Which leaves us with two questions: 1. Will the FTC allow it? 2. Will it work? Time will tell. What about you? Do you plan on buying a bottle of Vitaminwater the next time you pick up a six-pack?

Bauerlein, V. (2010, April 5). Vitaminwater, the Day After. Retrieved April 6, 2010, from