Friday, January 27, 2006
  • Study Cracks Code, Finds Print May Be More Engaging Than TV, Radio, Web

    New insights drawn from a unique and well-regarded study of consumer media behavior may have uncovered some important clues for cracking Madison Avenue's so-called "media engagement" code, an industry-wide effort to understand how consumers are involved with and influenced by media. The initial findings suggest print media such as magazines and newspapers are far more engaging than electronic media like TV, radio and the Internet. ...Read the whole story

  • Inside The PR Bowl: How Marketers Use The Big Game, Spin Ads Even Bigger

    There's a sneaking suspicion that is eager to have its Super Bowl spot repeatedly rejected by ABC as a publicity stunt--as long as a version gets cleared in time to air in the game. GoDaddy has happily fanned the flames through a blog and frequent media appearances by its president, Bob Parsons, chronicling the provocative spot's approval process. Parsons, however, denies that the exposure his Phoenix-area company has received for 13 rejections is intentional. ...Read the whole story

  • The Name Game: Branding 'The CW,' Defying Conventional Wisdom

    What goes into a new network name? Apparently, five days of work. That's all the time Lou Goldstein and Bob Bibb, co-president of marketing for the WB, had in coming up with The CW. "We came in very late in the process," said Goldstein. ...Read the whole story

  • Carat Backs 'Live' Only Ratings, Says 'Further Discussions' Required

    Big media buying agency Carat is throwing its considerable TV advertising clout behind Nielsen's so-called "live" ratings, calling on the major TV networks to hold off on plans to incorporate new Nielsen data measuring the playback of programs on digital video recorders for the balance of the 2006-07 TV season. Beyond that, the agency says "further discussions" are required before it would feel comfortable incorporating DVR ratings into its 2006-07 ad deals with the networks. ...Read the whole story

  • Media Planning Comes To China

    If American brands are going to succeed in penetrating and competing in China's booming market, they need to form partnerships with local media consultants or foreign media consultancies with a significant local presence, according to Richard Wageman, one of ten foreign lawyers at Lehman, Lee & Xu, a Chinese law firm based in Beijing. ...Read the whole story

  • Indigestion: Wall Street Downgrades Reader's Digest

    Merrill Lynch downgraded its recommendation on Reader's Digest Thursday from "buy" to "neutral," based on lowered expectations of free cash flow. ...Read the whole story