In an example of "social TV for social good," the team behind PBS documentary "Half the Sky: Turning Oppression into Opportunity for Women Worldwide,” developed a "detailed social TV strategy to extend the important messages beyond the linear screen," writes Natan Edeslburg. Among the features: Facebook and mobile games, and live tweets from doc participants like actress Olivia Wilde.

"I don’t want to just see ads for mature audiences," writes Beth Hallisy, a partner at idea agency Marcus Thomas, in an op-ed about baby boomers and advertising. "The baby boomer market numbers more than 77 million and spends $2 trillion annually. Advertisers know this. But for some reason, not too many outside the pharmaceutical and cruise industries are putting their money where the data is. It’s a big mistake." We vigorously second this opinion, especially after watching a depressing parade of "save money on funeral bills" messages followed by catheter ads on baby-boomer-targeted Antenna TV.

Iconic show biz trade Variety has been bought by hedge fund Third Point and digital media company Penske Media, owner of Hollywood news website deadline.com, for roughly $25 million. Though deadline.com and other online competitors had "stolen much of the thunder that belonged to Variety for its 107-year history," Penske chief exec Jay Penske "has not yet determined... what key changes he will make, including whether he will stop publishing either or both [weekday and weekly] print editions," writes Ben Fritz. "Deadline and Variety will continue as separate and distinct entities, though some staffers may contribute to both."

Full seasons of two new Fox comedies, "The Mindy Project" and "Ben and Kate," have been picked up, the network just announced. The shows "premiered two weeks ago to so-so numbers, with 'The Mindy Project' scoring a 2.4 rating/6 share in the advertiser-friendly 18-49 demographic and taking 4.7 million total viewers, while 'Ben and Kate' received a 2.0/6 in the demo and drew 4.2 million total viewers," writes Tim Kenneally.

When you set a writer from Gawker loose on Advertising Week, you're bound to get a mix of kick-ass snark and insight.  Hamilton Nolan demonstrates, summing up a panel on multicultural marketing thusly: "'Diversity' in advertising means 'people who are not white, but who have been to Harvard Business School.'" Read more in a post entitled "The Great Creative Satan."

USA Today will use comScore viewability measurements for ads appearing on its website, "to optimize inventory and validate that digital ad impressions are actually seen by an advertiser's desired target audience," writes Susan Kuchinskas.

It's a tight political race this year in women's/celebrity mags' coverage of the presidential candidates' wives, at least in a Family Circle bakeoff: "Michelle Obama’s white and dark chocolate chip cookies beat out Ann Romney’s M&M’s cookies by 287 votes, about 3 percent of all the votes cast," writes Christine Haugney. Other stories include Good Housekeeping's feature on how the Obamas exercise together, and Us Weekly's reporting Michelle's guilty pleasure: French fries. Is this evidence of how fluffy women's magazines still are (celeb mags are, of course, the very definition of fluff), or just a symptom of how …

Targeting cord-cutters, the Washington Post this week launched "The Fold," a 15-minute daily news show on an Android app for Google TV.  "'The Fold' is made for people who use Netflix and Hulu, but don’t have any good source for their daily news fix," writes Janko Roettgers.

The brand is concluding its 100th birthday with a trip to the big game. “Mondelez, the cookie brand's parent company, was officially launched Monday as the new home for the snack and candy brands of the now-defunct Kraft Foods Inc., which has split into two new companies,” said Adage. Additional birthday festivities included birthday cake-flavored cookies and parties worldwide.

The publisher of The New Yorker, Vogue and Vanity Fair is poring over preliminary budgets for next year - and it doesn't look pretty. While not every mag is finished going over the books with President Bob Sauerberg and Chief Financial Officer John Bellando, so far most titles are being asked to come up with another 5 percent in budget cuts for the new fiscal year that starts Feb. 1. "I think the goal is 5%, and there is not a lot of leniency," said one Cond insider. The cuts are on top of the 10% haircut that the top …