Monday, February 4, 2013

Phyllis Fine, February 4, 2013, 3:48 PM
  • Quick-Thinking Tweets Save Game For Marketers In The DarkAdvertising Age

    Last night's power outage during the Super Bowl was a win for "some quick-thinking brands... [that] jumped into the disarray" with tweets bringing the situation back to their products in often-witty ways, writes Nat Ives and Rupal Parekh. Among them: Oreo, whose tweet, complete with a graphic, read "Power out? No problem. You can still dunk in the dark." That "tweet was retweeted 10,000 times within one hour," writes Ives and Parekh. "The decisions [to create the tweet] were made in real time quickly because marketers and... members [of digital agency 360i] were sitting together at a 'mission control' center, or a social-media war room of sorts, at the agency's headquarters in the TriBeCa neighborhood of Manhattan." Read the whole story...

  • Meow! 'Cat Fancy,' Other Pet Mags SoldOrange County Register

    BowTie Inc., which publishes pet and other specialty magazines and books, including Cat Fancy and Dog Fancy, has sold its assets to l-5 Publishing LLC, a new joint venture formed by the CTO of a commercial printer and a co-founder of a publisher marketing company. Financial terms were not disclosed, beyond the quote that it was "an eight-figure commitment." There will be layoffs, though "the new owners plan to retain more than two-thirds of the BowTie workforce," writes Richard Clough. Read the whole story...

  • 'Teen Vogue's Survival InstinctsNew York Times

    Teen Vogue, now celebrating 10 years of publication, is doing well, with 2012 fourth quarter ad pages up by 8.3% -- a big leap over its mother publication's upsurge (0.3%) during that time. It's also survived the demise of many other teen pubs, from Cosmo Girl! to YM, and has a circulation that's "hovered at slightly over one million for the last five years," writes Christine Haugney. "Magazine industry experts say that’s notable because its editors are catering to a readership with a narrow age range that outgrows the magazine every few years."

    One of the secrets to the pub's success, according to Haugney: its appeal for those who want "to break into the fashion industry." Read the whole story...

  • Gannett: Circ Revenue Up Due To PaywallsPoynter

    In its fourth quarter earnings statement, Gannett reports "significantly higher circulation" due to paywalls for its digital newspaper content, which "more than offset a decline in advertising revenues." The company has been rolling  out paywalls for its newspapers (except for USA Today) since last February. Read the whole story...