Monday, February 4, 2013

Phyllis Fine, February 4, 2013, 3:48 PM
  • Quick-Thinking Tweets Save Game For Marketers In The Dark Advertising 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 Sold Orange 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 Instincts New 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 Paywalls Poynter

    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...