Friday, July 27, 2007

William Spain, July 27, 2007, 11:30 AM
  • FCC Chief Sees No Need For "Fairness Doctrine" The Hill

    Federal Communications Commission Chairman Kevin Martin sees no need to bring back the "Fairness Doctrine." He thinks the last two decades have brought "access to an ever-expanding range of views of opinions." In his letter to Rep. Mike Pence (R-Ind.), Martin says the necessity of such a tool has waned with the advent of the Internet and satellite broadcasting.

    Pence has introduced the "Broadcaster Freedom Act," which would prevent the Fairness Doctrine from being reinstated by the FCC. With 143 co-sponsors, the bill was prompted after an outcry from Democrats about the conservative slant of talk radio.

    "We commend the chairman of the Federal Communications Commission for his commitment to free and independent airwaves in America," says Pence. "Chairman Martin's comments should encourage millions who cherish the vigorous debate of American talk radio." Read the whole story...

  • Younger Set Likes Mags, Too Ad Age

    While the younger set is often thought of as spurning traditional media, that isn't always the case. As new media consumption patterns change with the rise of Web surfing, downloading and time-shifted TV viewing, a new study from Deloitte finds some commonalities between the old and wise and young at heart.

    The consulting firm's data shows that every generation -- from ages 13 to 24 to 25 to 41 to 42 to 60 -- and even 61 to 75 -- still like reading magazines. And almost three-quarters still pick them up even when they can get the same information online. Plus, the firm found that there is greater receptivity to print ads than those on the Web.

    Just over half of U.S. consumers want to watch and read content created by others rather than from Hollywood studios and TV networks. But the fascination with user-generated content could have a "big impact for a media company and media clients," says Ed Moran, director-product innovation, for Deloitte Services' Technology, Media & Telecommunications group. Read the whole story...

  • Bacardi Goes With Responsibility Message Adweek

    A new ad campaign from Bacardi spends less time on branding than it does promoting the idea of responsible drinking. Tagged "Whatever Your Reason," the ad merges sex and chic with responsibility. Bacardi's fruit bat logo appears briefly in the ad, which is running on national cable nets. Says Darren Moran, group creative director at Young & Rubicam, New York, producer of the ad: "We wanted to be true to the 'Drink responsibly' message and not use it as a way to oversell our product."

    Bacardi continues to run branded spots, but this is far from a one-off effort as the No. 3 alcohol company intends to keep it in rotation for a year, increasing its frequency across cable nets during the holidays. Says Joe Metevier, brand director for Bacardi USA, "it's not meant to be a brand spot, but rather it's about the message ...

    Bacardi declines to say how much they are shelling out for the campaign but the company's ad spending last year hit $38 million, according to Nielsen-Monitor Plus. Read the whole story...

  • "Cavemen" Pilot Getting Overhaul Associated Press via BusinessWeek

    The pilot for ABC's new "Cavemen" is being overhauled, at least partly, because of questions about stereotypes -- and the problems of turning an ad into a series. The Geico TV spots that inspired the show feature evolved, albeit shaggy cavemen annoyed at misconceptions about their level of intelligence. The series is set to roll in October, and it follows a trio of Cro-Magnons trying to make it in contemporary society.

    Moreover, there was no intention to have the Cavemen represent any minority.

    But the pilot is being re-shot, ABC says, because it jumped too far into the characters before they had been properly established. "If the show works, it will work because people care about these three guys under a lot of makeup and ... can relate to their problems and find them charming," says producer Mike Schiff. While it is unusual for ad characters to get shows of their own, it is far from unprecedented. The CBS comedy "Baby Bob" starred a talking baby who had had been in ads.

    Read the whole story...