11/18/10
The latest fall 2010 data shows a 1% increase in total magazine readership to 1.82 billion. But not every magazine is a winner. Those who are include: Fitness, up 23.3%, Self, up 14.1%, Men’s Journal, up 11.1%, and More, up a whopping 31%.
The losers include Newsweek, down 16.1%, and Time, down 8%. And, earlier this month, U.S. News & World Report announced that by 2011 it will be a digital only publication. Combine that with the just announced merger of Newsweek and The Daily Beast, and it seems clear that newsweeklies will soon be just a memory.
So, what will take their place? Are you reading any of the aforementioned lifestyle pubs? Or how about celeb magazines; In Touch Weekly was up 13.1%. (Sass, 2010)
Sass, E. (2010, November 16) Celeb Mags Up, Newsweeklies Lose Audience. mediapost.com Retrieved November 17, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139634&nid=120829
Thursday, November 18, 2010
Thursday, November 11, 2010
Are you using your iPhone to buy things, or just to figure out where you’re going?
11/11/10
A new survey indicates that 81% of mobile users are accessing maps and directions, while 76% are checking Facebook, and 67% are banking. Meanwhile 38% of those surveyed said they had not purchased anything from their devices over the past six months.
With mobile advertising set to explode over the next few years (predictions are that it will increase by 48% in 2011) sales are expected to rise significantly. (Loechner, 2010)
Do you think you will be part of this trend? Are you already?
Loechner, J. (2010, November 4) Mobile Web For Media and Entertainment, Apps For Social Media and Music. mediapost.com. Retrieved November 11, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138772
A new survey indicates that 81% of mobile users are accessing maps and directions, while 76% are checking Facebook, and 67% are banking. Meanwhile 38% of those surveyed said they had not purchased anything from their devices over the past six months.
With mobile advertising set to explode over the next few years (predictions are that it will increase by 48% in 2011) sales are expected to rise significantly. (Loechner, 2010)
Do you think you will be part of this trend? Are you already?
Loechner, J. (2010, November 4) Mobile Web For Media and Entertainment, Apps For Social Media and Music. mediapost.com. Retrieved November 11, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138772
Thursday, November 4, 2010
Will you buy pistachio nuts from Snooki?
11/4/10
When you launch a brand with Levi Johnson as a spokesperson, what do you do for a follow-up? If you’re Wonderful Pistachios, you call Snooki and Rod Blagojevich. Hoping to build on the success of last year’s campaign, which resulted in a whopping + 233% increase in sales versus year ago, and seeking a greater focus on 20-25 year olds, Roll Inc. has decided that Snooki is the way to go.
In addition to :15 second spots, which will run in prime, sports, and late night, the campaign includes the dubbing of Perez Hilton as the “official Wonderful Pistachios blogger”, and an invitation to viewers to create their own “edgy” commercials. Clearly courting controversy is part of the strategy. (Lukovitz, 2010)
What do you think? Is it a good idea? Did you try pistachios last year? Will you now?
Lukovitz, K. (2010, November 2). Wonderful Pistachios Goes For The Twitter Crowd. mediapost.com. Retrieved November 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138777&nid=120358
When you launch a brand with Levi Johnson as a spokesperson, what do you do for a follow-up? If you’re Wonderful Pistachios, you call Snooki and Rod Blagojevich. Hoping to build on the success of last year’s campaign, which resulted in a whopping + 233% increase in sales versus year ago, and seeking a greater focus on 20-25 year olds, Roll Inc. has decided that Snooki is the way to go.
In addition to :15 second spots, which will run in prime, sports, and late night, the campaign includes the dubbing of Perez Hilton as the “official Wonderful Pistachios blogger”, and an invitation to viewers to create their own “edgy” commercials. Clearly courting controversy is part of the strategy. (Lukovitz, 2010)
What do you think? Is it a good idea? Did you try pistachios last year? Will you now?
Lukovitz, K. (2010, November 2). Wonderful Pistachios Goes For The Twitter Crowd. mediapost.com. Retrieved November 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138777&nid=120358
Friday, October 29, 2010
How can we persuade Gen Y to put their money where their mouth is?
10/28/10
While Gen Y consumers (18 – 34) are more likely to join advocacy groups, attend rallies, and write to politicians, they are 15% - 25% less likely to base their actual purchasing decisions on the issues they deem to be important.
Instead they are five times more likely to purchase products perceived as prestigious, as they attempt to show others that they are successful. (Lukovitz, 2010)
So, how to we get them to buy green?
Lukovitz, K. (2010, October 21). External Validation Drives Gen Y Purchases. mediapost.com. Retrieved October 27, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138098&nid=119954
While Gen Y consumers (18 – 34) are more likely to join advocacy groups, attend rallies, and write to politicians, they are 15% - 25% less likely to base their actual purchasing decisions on the issues they deem to be important.
Instead they are five times more likely to purchase products perceived as prestigious, as they attempt to show others that they are successful. (Lukovitz, 2010)
So, how to we get them to buy green?
Lukovitz, K. (2010, October 21). External Validation Drives Gen Y Purchases. mediapost.com. Retrieved October 27, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138098&nid=119954
Thursday, October 21, 2010
Can Social Media Turn Things Around For Just My Size?
10/21/10
Even though more than half of American women are plus-sized, with an average women wearing a size 14, sales of plus-size clothing are not bouncing back as quickly as those for the total category (+2.4% versus +4%).
Hanes has decided to try a new approach to support its Just My Size line -- increasing its use of social media. Specifically it is courting plus-sized fashion bloggers with a New York fashion event.
Just My Size already has 80,000 Facebook fans. And their research has shown that plus-sized women spend time online, so they think this is the best way for them to connect with their users. (Mahoney, 2010)
Do you agree? Would a partnership with More magazine online be a better option? Or how about one with Weight Watchers? Or do you have a different idea altogether?
Mahoney, S. (2010, October 19). Hanes Just My Size Bonds With Bloggers. mediapost.com. Retrieved October 20, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=137939&nid=119871
Even though more than half of American women are plus-sized, with an average women wearing a size 14, sales of plus-size clothing are not bouncing back as quickly as those for the total category (+2.4% versus +4%).
Hanes has decided to try a new approach to support its Just My Size line -- increasing its use of social media. Specifically it is courting plus-sized fashion bloggers with a New York fashion event.
Just My Size already has 80,000 Facebook fans. And their research has shown that plus-sized women spend time online, so they think this is the best way for them to connect with their users. (Mahoney, 2010)
Do you agree? Would a partnership with More magazine online be a better option? Or how about one with Weight Watchers? Or do you have a different idea altogether?
Mahoney, S. (2010, October 19). Hanes Just My Size Bonds With Bloggers. mediapost.com. Retrieved October 20, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=137939&nid=119871
Thursday, October 14, 2010
Will focusing on just three markets be a successful strategy for Jaguar?
10/14/10
For its latest campaign, Jaguar, who seems to be on a roll with a +13% sales increase versus last year, has decided to concentrate their limited budget in their three best markets – L.A., Miami and New York. Together these markets represent 13% U.S. And, as Jaguar points out, these are heavy travel markets so their plans include a significant billboard presence in airports.
(Greenberg, 2010)
Do you think this strategy will work? Or would they have been better off sponsoring Meet The Press?
Greenberg, K. (2010, September 10). Jaguar’s Marketing VP Dishes On Strategy. mediapost.com. Retrieved October 13, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135495&nid=118468
For its latest campaign, Jaguar, who seems to be on a roll with a +13% sales increase versus last year, has decided to concentrate their limited budget in their three best markets – L.A., Miami and New York. Together these markets represent 13% U.S. And, as Jaguar points out, these are heavy travel markets so their plans include a significant billboard presence in airports.
(Greenberg, 2010)
Do you think this strategy will work? Or would they have been better off sponsoring Meet The Press?
Greenberg, K. (2010, September 10). Jaguar’s Marketing VP Dishes On Strategy. mediapost.com. Retrieved October 13, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135495&nid=118468
Thursday, October 7, 2010
Will an emotional approach work for Truvia?
10/7/10
What’s Truvia, you ask. It’s a zero calorie sweetener that was introduced by Cargill in 2008, as an alternative to aspartame and other artificial sweeteners.
The introductory ads were designed to be educational and informative, and convey that message. But now Cargill has decided to use an emotional approach to connect with women. While the ads are not yet available on YouTube, apparently the approach is to tell women longing for chocolate that now they can have Truvia – a healthier indulgence -- instead.
Given that 68% of people have never heard of Truvia, do you think this is a good move?
Wong, E. (2010, October 4,). Cargill gets to the Heart of Stevia. brandweek.com. Retrieved October 6, 2010, from
.http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i7b035dcf5d2c2ea7e4ec14ad2075a1f9
What’s Truvia, you ask. It’s a zero calorie sweetener that was introduced by Cargill in 2008, as an alternative to aspartame and other artificial sweeteners.
The introductory ads were designed to be educational and informative, and convey that message. But now Cargill has decided to use an emotional approach to connect with women. While the ads are not yet available on YouTube, apparently the approach is to tell women longing for chocolate that now they can have Truvia – a healthier indulgence -- instead.
Given that 68% of people have never heard of Truvia, do you think this is a good move?
Wong, E. (2010, October 4,). Cargill gets to the Heart of Stevia. brandweek.com. Retrieved October 6, 2010, from
.http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i7b035dcf5d2c2ea7e4ec14ad2075a1f9
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