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Cece Forrester

Member since July 2004 Contact Cece

Articles by Cece All articles by Cece

  • A New Balance of Power in Future of Media on 10/01/2012

  • What TiVo People Know: Part III -- A Modest Proposal in MediaDailyNews on 05/13/2005

    The term "ad-skipping" is frequently bandied about in discussions of TiVo's effect on advertising. It is important to understand that the TiVo DVR does not let you skip commercials altogether. What it can do is fast-forward at any of three speeds through both program content and regular embedded commercials. The system, as currently configured, doesn't distinguish between program and commercials.

  • What TiVo People Know: Part II in MediaDailyNews on 05/12/2005

    People who are not familiar with TiVo tend to assume that it is simply another recording device, perhaps an improved type of VCR. But this is a fundamental misunderstanding of the TiVo user's experience. Originally, viewers had only two choices: Make yourself available to watch TV when a program was on, or miss it. Home videotaping was supposed to change all that.

  • What TiVo People Know: Part I in MediaDailyNews on 05/11/2005

    DVR technology has been on the market for several years, yet current estimates put overall penetration in the United States at just 5 to 10 percent. Rapid growth is expected in the next year or two, as word of mouth finally reaches critical mass among consumers, and segments of the TV industry start to figure it out. Some have attributed the initial slow growth of TiVo to a failure to go beyond generalities in marketing the experience. And going by much of what's been said in the advertising trade press about how people use it and what to do about it, it seems there is a similar gap in understanding on the part of reporters, network heads, and agency media executives.

Comments by Cece All comments by Cece

  • Finding The Right Edge Of Creepy In Advertising by Jamie Tedford (Online Spin on 11/18/2014)

    Once upon a time people bought newspapers partly because they wanted the ads. The nice thing about how newspaper ads worked in their heyday is that they didn't jump up and interrupt you, you could turn the page, so opting wasn't an issue. Yet you knew what section and day to find certain categories when you were ready to buy some furniture, a car, theater tickets, groceries, and wanted to browse the current sources, products and deals. I was going to say I miss that model. Except it's not entirely gone. The papers will be pretty hefty with inserts right before Black Friday, won't they? And then on Super Bowl Sunday and after, people will be talking about their favorite commercials like they were entertainment. (Relevance is almost a side issue there.) So maybe it's not a matter of people not wanting any ads and maybe it's not even a matter of making a perfect match; it's a matter of how the ads treat them.

  • Radio Advertisers Get Their Own Agency: Hyperbolic Creative by Larissa Faw (MAD on 11/05/2014)

    Well, one may mentally tune it out if one has heard it 57 times already. Here's an idea for these guys: Make sure the commercial is intelligible on any radio, not just your state of the art equipment. And that anything like a product name or a URL is not mumbled or buried under music. Try spelling it out or saying slowly if it's really ambiguous. And if you spell it out, remember that some letters sound almost alike--B and V, for example. You'd be surprised how many radio commercials there are that run into this problem. I keep picturing some guys scratching their heads wondering why they didn't get the response they were expecting.

  • One Cheer For Commercials by Gary Holmes (MediaDailyNews on 09/22/2014)

    Mamma mia, that's a spicy meatball.

  • One Cheer For Commercials by Gary Holmes (MediaDailyNews on 09/22/2014)

    My recollection is that the cinema advertising companies won't accept just any creative, It has to have high production values and I think they even suggest a special director's cut, not just using the one that airs on TV (unless you count Super Bowl).

  • Forget Facebook Likes: It's Time To Return To Fans by Kaila Colbin (Online Spin on 02/14/2014)

    P.S., how could I forget the magazines! Not only did Life Magazine (a weekly that nearly every American household subscribed to) regularly run pictures of the Beatles and their doings, often on the cover, but teen monthlies, I think "16" was foremost, supplied everything else a girl might want to know about them--besides bringing other bands featuring cute guys to our attention.

  • Forget Facebook Likes: It's Time To Return To Fans by Kaila Colbin (Online Spin on 02/14/2014)

    Back in the day my cohort was totally dedicated to the Beatles, bought all the records, went to their movies, and snapped up every kind of memorabilia (bubblegum cards etc.). The Beatles were well-timed and well-promoted, but it didn't take that much pushing for the brand to catch on. The like was genuine. The Beatles brand represented a really good, totally fresh product line that filled a profound personal and cultural need that we (either the the teen consumers or the Don Drapers) hadn't known was there, and that continued to develop in new and unexpected ways. All this happened without the Internet, let alone Facebook. Of course TV kicked it off with a bang, then the other media responded to the demand. The fan base was teen girls (nearly all of them without exception, as far as I could tell) who talked about the band in person every day. After school we would hit the record store to buy the latest single, and at night there was Top 40 radio. American Bandstand aired on Saturdays.

  • The Motley Household by Kathleen Stockham (Marketing: Politics on 02/11/2014)

    Is "dialers" a euphemism for robocalls? The only effect those have on me is to trigger a decision NOT to vote for your candidate. (I 've heard all your excuses and rationalizations. They cut no ice. My phone, not yours. You want my vote, yet you disrespect my on-record preference? You're so special? I don't want elected officials with that attitude. Invade my private space, reap the results.) Imagine how the members of the household will feel when they get multiple calls on the landline or on their individual cells. You could galvanize diverse people over this issue. That what you want?

  • Why TV Dollars Won't Go Online -- In 10 Words by Joe Marchese (Online Spin on 02/06/2014)

    TV sure isn't equal to online for annoyingness when it comes to the presence of commercial scam-spammers.

  • More Money For TV Companies Despite Commercial Skipping by Wayne Friedman (TV Watch on 02/04/2014)

    Why not allow commercials to be skipped selectively, one by one, after a few seconds to establish what it is and whether it's irrelevant to you or you've seen it 15 times? That's how print works. Just because you may not want to see some of them doesn't mean you don't want to see any of them.

  • Christie And The Garden State Packed With Broken Heroes by Barbara Lippert (Mad Blog on 01/15/2014)

    I think you think you dismissed the IRS scandal as not being real, but I didn't see on what basis you did so. (Notice I'm not yelling.)

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