Media Bites-December 23 2010

Why you need to care about net neutrality and the never ending discussion about content

The FCC recently passed the net neutrality rules that basically dictates how phone and cable companies treat the ever increasing amount of web traffic. This prevents cable providers from restricting broadband access to competitors. Sounds like it would be beneficial for everyone involved, right. Consumers can get the content they would like from where ever they'd like and producers can distribute on multiple platforms.

Not so fast.

What this is really about is charging more for usage and downloads. Comcast, Time Warner, Cox and any other carriers that have a bundled plan charge everyone roughly the same to watch the content on TV and to download music and videos via broadband access.

Now the service providers will have the opportunity to charge more for heavier usage. Want to watch the YouTube video from Aunt Sally-that will be $5,00. Need to access some videos from the New York Public Library for your daughter's social studies project-$10.00. And that's not all. This will impact writers, producers and other creative development professionals that make a living through the power of TV and on line entertainment. The Writers Guild of America East was recently quoted as saying, " our members write most of what people watch on TV and increasingly, on line. This ruling diminishes their ability to create and distribute innovative content." And the opponents extend to both private and public sectors.

Commissioner Robert McDowell commented in a Wall Street Journal article that, " this is an unprecedented step to expand government reach into the internet by attempting to regulate its inner workings." Many watch dog groups, including the Electronic Frontier Foundation have cause for concern.

No one knows for sure exactly where this is going. But you can bet that at some point it will affect your wallet.

Have an opinion about net neutrality? Post a comment or send a tweet to @mediaman64

Media Bites-November 23 2010

Digital Media 101

Michael J Massey and Chrissie Van Wormer

Digital media is new, exciting and changing so rapidly that can be confusing even for the most seasoned advertiser. If you decide to look up the Wikipedia definition of digital media, your eyes will likely glaze over after the first sentence. Suffice it to say that digital media includes electronic mediums such as website placement, mobile marketing and all wireless technologies.

The most sensible place to start, when trying to understand digital media, is with web placement. Web placements are the headers, footers and dancers who seem to be gyrating across our screens each time we log in. There are standard sizes that all media properties will adhere to based on standards set by the Internet Advertising Bureau (IAB). Those sizes in the digital world are known as skyscrapers, leaderboards, and peel backs. Let’s take a look at each one for a better understanding of what each will do for you as an advertiser.

As you can imagine, a skyscraper is a tall and narrow banner ad usually placed to the right of content on a Web page. Standard dimensions for a skyscraper ad are 160 X 600 pixels. Like another popular type of Internet ad, the leaderboard which is defined below, the skyscraper offers an advertiser a large space for a message. The nice thing about the skyscraper ad is that it remains at least partly visible as the viewer scrolls down the page. One of the other things that make it nice is it can be either static, meaning there is no movement or animated. When the user clicks on the ad, it will take them to your site.

Leaderboards are a popular type of banner placement and can also be static or animated. They have a standard dimension of 728 x 90 pixels. A leaderboard is the width of the page and typically lies between the masthead (the title area at the top of a Web page) and content. Leaderboards are thought to offer advertisers a great deal of space in a prominent position without intruding on content. Internet advertising borrows leaderboard from sports, where it refers to a sign board displaying the rankings of participants.

Peel backs are the placements that break away from the corner of the page when your mouse is scrolled over them. Peel back ads invite users to “peel” the publisher’s homepage to reveal the advertisement underneath. Initially, when the page is loaded, the user sees only a small “teaser” triangle on the upper corner of the page. Using their mouse, the user will “peel” the publisher’s page to uncover the content. The nice thing about peel backs is that they give advertisers high visibility. When the ad expands fully, the content lays over the page content and really focuses more attention on the marketing message. Advertisers can then deepen their message with rich messaging with includes things like video and animation. Peel back ads are a rarity and therefore manage to engage users a little more easily. Plus they appeal to the user’s natural curiosity to uncover what is hidden beneath them.

Drop down ads are those ads that when you scroll over them with your mouse, will drop down to reveal the ad. And then of course there are the fixed footers and headers that are approximately 960 x 30. These are not as prevalent but are great because they keep your ad message front and center while the user is scrolling down the page.

The last one that everyone is aware of is the “pop up” ads. These can be annoying and many computers are set to block them so you’ll want to consider that before you decide to go in that direction.

Pricing for web ad placements are normally done on a Cost Per Thousand (CPM) impressions. A cost per thousand impressions is simply the amount it will cost the advertiser to reach 1,000 viewers. To explain further, let’s say you’re looking to place an ad on your local CBS affiliate website. A skyscraper ad on the site offers a guaranteed delivery of 100,000 impressions. What that means is that your ad will be seen 100,000 times during a specified period of time. Be sure to communicate your goals and needs to your account executive to ensure you’re getting exactly what you need.

The best way to know if you’re getting the 100,000 impressions is if your web platform will charge you on a Cost Per Click (CPC) basis. A cost per click means you’ll be charged each time someone clicks their mouse on your ad bringing them to your site or page. Unfortunately, there are very few sites that will price their inventory that way. Cost Per Click ads will give you a much better indication of the success of your web campaign. So to insure that you’re getting what you paid for, be sure to ask for the click through rate for every ad position you buy. The click through rate is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions). For example, your ad is “delivered” each time a user enters the publisher’s website. Let’s say that on Sunday afternoon, 100 users saw your ad and of those 100 viewers, 2 of them clicked on it. In that case the click through rate would be 2%. The site you are considering advertising on will have the data you need and from there you can determine whether or not you want to continue advertising in that spot or with the web entity at all.

An article about digital media cannot be complete without talking about rich media. Rich media are the added opportunities web advertising offers. For instance, maybe you have a television spot or a radio ad that you would like to add to your web ad. Or it’s possible that you’d like to lure potential buyers in with a game they can play that offers a coupon or a higher percentage off merchandise. Each one of these opportunities will enrich the experience you are offering your target audience and in turn pique their interest in your product more than a static (stationary) ad.

If you are considering placing web advertising, there are three things you really need to do. First and foremost is to do your homework. Know what the pricing structure will be. No one likes surprises and they can be costly. Second, know how many impressions will be delivered. It’s important to know how many people are looking at the website you’re considering using. And third, understand the reporting. Be sure to find out when you will be receiving the analytics. You may need to ask for it.

Media Bites November 15 2010

Love, Advertising Style

Michael Massey & Chrissie Van Wormer

The character Don Draper on Mad Men finally gives up on his futile attempt to hide and be someone he isn’t. In an unexpected twist, early on in the life of the series, it is revealed that Don Draper is really Dick Whitman, a name discarded when he took on the identity of a Korean War buddy who was killed in action.

In a brash move during a trip to Disneyland with his kids, Don (or is it Dick?) asks his secretary to marry him before he has even broken up with Faye, his current significant other. Once he finally mans up and tells Faye about his upcoming nuptials, she retorts, “I hope you let her know that you only like the beginning.” And ever since Ms. Blankenship keeled over at her desk, Megan has made herself indispensable to Sterling Cooper Draper Pryce. Yes, indispensable in ways you’ll love to imagine.

This season served up less of the psychotic ice princess ex-wife Betty Draper. Divorcing Don and marrying Henry may have been Betty’s way of finding happiness; but instead, she seems to paddle along a never ending stream of hatred for Don in a quest to find herself.

Peggy Olsen has gone from the meek, mousy secretary of Don Draper to the no holds barred, marijuana smoking, hard drinking copy writer who isn’t afraid to tell it like it is. In the episode, “Suitcase”, she and Don spend a long evening together drinking, eating, smoking, sharing intimate and as yet unknown details of their lives while working on a campaign for Samsonite. While Peggy is busy sleeping off the buzz on the office couch, Don conceives a campaign and shares the executions with Peggy when she wakes in the morning. His surprise and, can that be respect?, register on his face when she points at each one in turn and states, “This one won’t render in print.” “How can we shoot a TV spot with this copy?” “If we say this, don’t we really mean that?” His response? “Why do you have to shit all over this?” Peggy knows at that moment that the tables have turned. He knows Peggy has his back and Peggy knows she has Don’s respect.

This juicy, saucy, sexy series continues to seduce young and old alike to the ad business. Mad Men makes being ad men (and women) realize that what gets done at the office, stays at the office.

Media Bites - November 11 2010

Trends in Mobile Marketing

Michael J Massey and Chrissie Van Wormer

Imagine a world where you don’t need to carry your cash, credit cards, debit cards or even your wallet. You stop in Starbucks to order a double soy latte with a shot of chocolate and a dollop of whipped cream, pull out your smartphone, point it at the counter reader, and the sweet treat is charged to your credit card. On your way down the street, you see a pair of shoes in the window that you’ve had your eye on and they’re on sale for 45% off. Just as you had hoped, they are a perfect fit. You tap your phone on the sale tag, run it over the counter reader and your bank account is debited. Another sweet deal made even sweeter by the ease of payment. This all sounds a little like Minority Report, but mobile is rapidly changing the way consumers will do business in the digital age.

Mobile is growing at an astonishing rate. Even though mobile advertising is still in an experimental phase at this point, revenues are predicted at over $150 billion for 2011. It is also predicted that there will be over 975 million mobile web users by 2012. According to a survey by CTIA, the international association for the wireless telecommunications industry, 285 million connections were recorded by December 2009. According to a report by ABI Research, the mobile commerce market will grow to $119 billion by 2015 and will represent eight percent of the total e-commerce market.

Mobile shopping grew from $396 million to over $1.2 billion 2009 in the United States alone. This number, although huge, is nothing when compared to the mobile shopping network in Japan which tops $10 billion and the European market is expected to outgrow the U.S. by the end of 2010.

Let’s explore the opportunities that mobile offers from two very unique perspectives. First, as a consumer, the world will literally be at your fingertips. You’ll have the ability to program your DVR from your phone when you realize today is Thursday and you don’t want to miss tonight’s episode of Mad Men. While taking the train to work, you pass by an RFID embedded street sign that sends a signal to your phone to download an app. Walk through the door of your local drugstore and RFID tags embedded in the signs at the entrance let you know there’s a big sale on cold medicine as well as it reminds you to get your flu shot. On your way home, you realize you’re hungry and at a loss of what to have for dinner. You click on a foodie app and get a coupon for your favorite Asian Restaurant which happens to be just around the corner. You pick up your fragrant meal and pay for it with your smartphone. The possibilities are endless.

Now imagine this from the perspective of an advertiser. As a group, they are salivating over the limitless possibilities. This is literally an untapped market. Think about the fact that the majority of consumers read mobile messages with four minutes of the time they are received. Add to that that all carriers can receive an SMS (short message service) message. And the big plus here is that advertising messages can only be received if the consumer has opted in. These advertisers have been offered the opportunity to reach their audience in a more personal and intimate sort of way. Beyond that, this is a quantifiable media that has measured results. Gone are the antiquated media metrics of reach and frequency.

Over the next few years, it is predicted that there will be an explosive leap in mobile usage. There will be an exponential increase in mobile advertising based on the following facts: 1) RFID chips will be embedded not only in out of home advertising such as store boards, but will be used with broadcast television as well. 2) There has been an astonishing rise in the number of mobile apps that are being developed every day. 3) The launch of new and improved advertising platforms like adneedle.com that are specifically engineered to blend mobile, digital, search and social all on one dashboard. It will become easier and easier to place ads and direct where they will be offered.

What started out as a simple way to make a call, send an email or text is quickly becoming your mobile entertainment, news and business source of information. Sooner than you think you will be able to do so much more than just make a call and send text messages. You’ll be able to check your stocks, program your DVR, download coupons, make a bank deposit and even book a trip. The world will literally be in the palm of your hand.

Media Bites November 8 2010

What to Expect from a “Real” Advertising Career

The field of advertising has received quite a bit of notice through the years in television dramas like the current hit “Mad Men”. These fictitious characters spend long hours working with clients to develop ad campaigns and promote business and certainly experience their share of drama. It looks sexy, doesn’t it? In the real world it can certainly be all of that but it can also be a grind and many times brutal. The upside, though, is that there are plenty of career opportunities for the well-rounded, maybe even a little quirky individuals out there. You may feel advertising is a fit for you but you really like structure and a steady work flow and you’re wondering if there’s a place for you in this industry. Don’t worry. The corporate agency may be just the place for you. But if you prefer a constant challenge and you like to feel you’re playing an integral role in making things happen, the smaller boutique agency is probably a better fit for your personality. Either way, the career options are pretty much the same so we’ll start with career positions at the bigger agency.

Most large firms are set up by department or discipline. Those might include 1) Account Services, 2) Creative, 3) Business development 4) Media planners and buyers .

Let’s start by exploring the Account Services department. It is usually headed up a Director or Vice President who is ultimately responsible for the profitability of their portfolio of clients. They will monitor agency costs and vendor expenses, insure brand integrity and creative direction. Account Executives (sometimes called Account Managers) are responsible for a specific pool of clients. Their objective is to serve the same purpose for a smaller pool of clients. They act as a conduit between other departments to manage profitability and all aspects of a client’s campaign. Normally in a corporate agency they will work with a specific industry such as financial, medical or auto. The best candidates for this role would have a background in business or communications, be well organized and work well either independently or with a team.

The Creative team is headed up by a Creative Director. It is the primary responsibility of the director to oversee all design, production, copy development and campaign integration for clients. They will work with the Account Executives to make sure the clients’ needs are being met and the creative goals are on track. Generally working directly under the creative director is the Art Director who will transform the creative vision into reality with the assistance of a creative team. The team would be comprised of designers, artists, writers, production staff and more. Best candidates for these jobs would have a background in art, design, writing or production.

The Business Development team is the lifeblood of any company and the advertising business is no exception. Through networking, event sponsorships, sales calls, referrals and many other creative channels, this group finds advertisers looking for representation. During a fact finding meeting with the new prospect, they perform needs assessment. From information gathered and insight garnered through strategic questioning, they will return with a proposal for a scope of work. The proposal will include work to be performed, estimate of time to completion and the all-important cost. Best candidates for these jobs would have a degree in business, liberal arts or marketing. They need the ability to ask the right questions at the right time and also should have no fear of rejection.

Media Planners and Buyers integrate with account services, creative and brand planning. Usually there is a media director or VP of Media Services that oversees and manages the group. There will be a media planner whose primary role it is to take the allocated media budgets and determine how the funds will be spent. Planners are responsible for developing strategic campaigns by applying various media platforms such as interactive and traditional. As a media planner, you should have a keen understanding not only of the client’s goals but also of their competition. Media Buyers, on the other hand, are mainly responsible for negotiating media space or time. They should also be well versed in researching how and where media placements will yield the highest return on investment (ROI) for the client. It is the goal of the media buyer to find the most cost effective combination of mediums that will best enable the client to get the right message to the right people at the right time. These media buyers are kept sane by Media Assistants who are those detail oriented people responsible for the monumental task of gathering the details and keeping everything organized. Information they may be responsible for are such items as media kits, market analyses, rate cards and rating sheets to name a few. If you have a degree in business, communications or liberal arts and enjoy learning about outdoor, television, radio, mobile and more, this could be a great career for you.

So this is how a large regional or global firm might be structured. As we said earlier, if you enjoy structure and a steady work flow, this could be a good fit for you. But if you like not knowing what you’ll be doing any day, a small boutique agency might be the place for you. A boutique agency is generally much smaller and may focus on media planning and buying or creative services or brand planning or a combination of those services. With a boutique agency, you might find yourself in a new business development meeting in the morning and on the phone buying media right after lunch. The following morning you might be working against a deadline writing copy for a radio ad and by the afternoon you could be assisting in storyboarding a television spot. Every day will be different in this type of environment but the jobs to be completed are pretty much the same.

There are some great sites that cater specifically to anyone looking for a position in the advertising business.

http://www.mediapost.com Lists positions in their classified section.

http://adage.com/talentworks Detailed descriptions, positions and blogs

http://www.varietymediacareers.com/ Media and entertainment positions

http://www.mediajobmarket.com/jobs/index.jsp Marketing, advertising and media positions

This is one of the few industries where change is part of the landscape and having a business head and a creative heart is actually welcomed.

Michael J Massey michael@youradherethebook.com

Chrissie Van Wormer chrissie@youradherethebook.com

Media Bites-October 22 2010

It looks like there is a new sheriff in town and its name is Google TV. What is Google TV? We’ve been getting a lot of questions about it so we’re going to try to boil it down for easy understanding.

Basically Google TV is local television and the worldwide web served up in one seamless experience.

What kind of programming can you expect to see? Over the last few months, Google has had its nose to the grindstone signing up content partners to serve up the best there is. What they’ve got so far is: Turner Broadcasting where you can catch your favorite episodes of Law and Order, SpongeBob Squarepants, Adult Swim, Conan and Family Guy. There is NBC Universal which is launching a new platform on Google TV called CNBC Real Time where you’ll be able to track you stocks and financial news. Authenticated HBO subscribers will be getting their fill of True Blood, Boardwalk Empire, Hung and more through HBOGo. (http://www.hbogo.com/) For the basketball nut in the household, there will be NBA Game Time where you’ll get scores and highlights in real time. For you movie fanatics, AmazonVOD has secured 75,000 titles to rent or own. And of course Netflix will offer limitless hours of movies and television series whenever you want them.

The great thing about it is that while you’re watching your chosen programming, you can have the internet opened in another window and watch Facebook updates change, make airline reservations, check out the stats for the baseball game and anything else that you’d normally doing on the web AFTER you’ve finished watching television.

So how do you hop on the band wagon and invite Google TV into your home? It’s easy. For those of you who are in the market for a new television, you can purchase a new Sony Internet Television(http://discover.sonystyle.com/internettv/#/home) which is Google enabled. Or if you’re happy with the HDTV set you already have, you can connect your cable or satellite box to Logitech Revue.(http://www.logitech.com/en-us/smartTV/revue) Cables are provided which will give you access to your wireless high speed internet or to your internet cable.

And what’s in this for the business owner? We think the opportunity is endless. Now while your target audience is watching TV, they can at the same time, check their Facebook, browse their favorite websites and all the while be followed by Google’s behavioral targeting.

Is Google TV a fad that will come and go? We don’t believe that is the case at all. It is the wave of the future. What will Google think of next? It’s our newest obsession.

To learn more about the world of media and advertising check out'Your Ad Here De-mystifying the Business of Media and Advertising' at http://www.youradherethebook.com.

Chrissie Van Wormer

Michael J Massey

Media Bites-September 27 2010

If you’re a small or start-up company, you may not have advertised at all beyond the Yellow Pages. Your company is doing fine but it’s not growing the way you’d like. You want to do more, but you’re not sure how to measure your results. To you, marketing or advertising is like throwing your money up into the air on a windy day and hoping that it will come back to you. Up until now you may have relied completely on word of mouth and you’ve done pretty well but you’d like to do better. You’re unsure of what to do because you don’t know how to decide how much to spend or how to spend it. You’re not even sure you can afford to advertise. But in today’s competitive economy, the real question is, can you afford not to advertise

We’ll make this as simple as we can for you. The benchmark for budgeting is to plan on spending 1% to 5% of your gross sales on advertising and media. And here are 3 tips to help you with the process:

1) You'll have to spend money to make money. Most small businesses are launched on a shoestring with no advance planning. Now is the time to give that some real thought based on cash on hand, projected revenue stream and gut instinct.

2) Check out media websites. Most local TV, radio and print outlets will either provide a planning rate card or a contact page for more details.

3) Talk to peers in your network. Ask them about their spending patterns. Use sites like LinkedIN to ask broad based questions such as : 'What is the average cost of a billboard in St. Louis' ? 'What sort of impression delivery should I expect from the Post-Disptach.com website? What should I expect to pay for a transit ad in Des Moines? Although it won't be exact, these answers will give you something to work with.

To learn more about how to set up an advertising budget as well as many other tips and tricks, take a look at 'Your Ad Here De-mystifying the Business of Media and Advertising'

Visit http://youradherethebook.com and enter your email for a chance to win a brand new Kindle. No purchase necessary. Winner will be announced October 31 2010

Media Bites-September 23 2010

So where do you go to get the tools and information you need to begin using the strength of radio? Start by checking out www.youradherethebook.com for a preview of Your Ad Here: De-Mystifying the Business of Media and Advertising. And since we know that’s it’s all about fattening up your bottom line, we’re offering a 15% discount when you enter the promo code SBN at checkout. Leave your email address and sign up for our free e-newsletter and you’re automatically entered to win a Kindle. Winner will be announced on October 31^st.

Media Bites-September 15 2010

Go Big. Go Bold. Go Outdoor

According to statistics published by the Outdoor Advertising Association of America, outdoor advertising is not facing the declining viewing, listenership or circulation that other traditional media is struggling with. In a recent Outdoor Advertising Association of America article it was noted that the industry saw a 3.6% increase in Q2 2010translating into a $1.88 billion dollar effect. Outdoor advertising is big, it’s bold and it’s in your face. One of the greatest advantages of outdoor advertising is that, while other media circle around the audience trying to get their attention, the audience circles around the boards while running their daily errands, participating in a car pool or taking public transportation.

You can learn more about out of home as well as all other forms of media by clicking on http://youradherethebook.com/preview for a quick view of Your Ad Here: De-mystifying the Business of Media and Advertising. Enter promo code OUTDOOR at checkout and sign up for our e-mail newsletter and you’ll receive a 15% discount until September 30. Rather have an e-version and start learning how to maximize your ad dollars now? Your Ad Here is available for immediate download on Scribd.com.

Media Bites-September 10 2010

Woof Woof Lick Lick

In the never ending world of interesting and quirky ways to promote a business, media giant Time Warner has gone to the dogs. Boomerang (http://www.boomerangtv.co.uk/), TW’s kids channel, wanted to come up with event that would highlight the pooch loving brand in London's posh Regent's Park. So did they decide to give away free dog food? Nope, that's been done. How about a free Pooper scooper? Believe it or not, that, too, has been done. They went to the dogs by creating the K99 doggy ice cream van which blasts out the Scooby Doo theme song while providing delectable icy treats for the love of the dog flavors like 'Dog Eat Hog World' (chicken and ham sorbet) and 'Canine Cookie Crunch' ( a specially baked biscuit reminiscent of cookies and cream).

http://www.youtube.com/watch?v=QUh49cpDvw0&feature=related

The event drew over 6,000 dogs with their human companions and all of the proceeds were donated to Berkshire Search and Rescue Dogs. Perfect fit for Foursquare (check in at the k99 van) and Tweet-up ( share a tea and 'biscuit' in Regent's Park with Fido). What a fun and frivolous way to enjoy a day out with your dog and 5,999 others. Check out 'Your Ad Here De-mystifying the Business of Media and Advertising on http://amazon.com and http://barnesandnoble.com for ways to get the right message in front of the right audience at the right time. Doggie ice cream not included.

Media Bites-September 7 2010

Now for something you don't really hear about anymore: Imagine receiving a gift of free groceries and other goods. This is exactly what happened to a group of neighbors near Baton Rouge LA. Save-A Lot (http://save-a-lot.com/) supermarket which has reduced newspaper ads and circulars in that market. Instead they embraced a true grassroots community campaign. The supermarket, an affiliate of St. Louis based chain Supervalue, was searching for something to do that was unique and would set them apart in a sea of groceries stores and mega chains. According to a recent Ad Age article, with a limited media spend for 6 months of $1.9 million, they had to think creatively.

"We're always looking for new ways to break through," noted Mark Kotcher, director of brand marketing and design for Save-a Lot. "A lot of grocery advertising today is people saying 'Our prices are the lowest, our prices are the lowest.' Well, we believe in proof points and what better way than to take it right to [the customer's] front door?" Mr. Kotcher added, "I would imagine you'll see this promotion in other places."

The company, which currently has just over 1,000 stores, is looking toward a goal of doubling that number by 2015 and believes that strategies like this one will build brand recognition.

The challenge that Save-A Lot faced is not unlike what any small business faces on a daily basis-without the benefit of an advertising budget of $1.9 million to work with. The bottom line here is that with a little creativity, there are ways to communicate with your customers in interesting and engaging ways without breaking the bank.

A few options you might consider would be to Tweet out any new specials you have to encourage followers and build recognition. Write an article about your business and post it on Scribd.com or Docstoc.com. Generate some buzz by creating a series of two minute videos and upload them to multiple sites using tubemogul.com. The possibilities are endless. Read more about them in Your Ad Here De-mystyfying the Business of Media and Advertising available at http://www.youradherthebook.com, http://www.barnesandnoble.com or as an e-book at Sribd.com.

Media Bites-September 1 2010

Radio. Its come a long way since the early part of the 20^th century when families sat in the

living room to listen to President Roosevelt’s fireside chats or to enjoy the latest adventures

of Amos and Andy. Radio was king until the 1950s when a little invention called television

came on the scene changing the world forever. Fast-forward 50 years and radio is still

around today. According to a March 2008 radioworld.com article, there are 13,977

licensed commercial radio stations in the US and over 151 Stations on Sirius satellite radio.

And spot radio continues their growth pattern with another positive quarter. According to the Radio Advertising Bureau, radio revenues are up 6% in Q2 2010 compared to Q2 in 2009. It was the second quarter of positive numbers, following a long period of negative growth. In the period from April-June 2010, local radio revenue was up 3%, to $3 billion, while national increased 17%, to $702 million.

That being said, one of the greatest strengths of radio is its ability to target locally. Wherever you live, radio is a part of your community. Beyond that, because local radio does not have a long lead-time from production of your ad to the airing, it’s sales and promotions groups work diligently to help you develop an event around your sale or promotion that fits with their station’s target audience.

To learn more about the power of Radio as well as the ins and outs of all other forms of media, check out our book: Your Ad Here De-Mystifying the Business of Media and Advertising. Available NOW at http://www.youradherethebook.com, http://www.amazon.com and http://www.barnesandnoble.com. Download an e-book version at Scribd.com.

Media Bites-August 26 2010

I was just asked this week if I was considering purchasing and IPad. You see, I like to consider myself a 'first adopter'-someone that goes out and gets the latest and the greatest technology gadget to make my business and personal life faster and more productive. Apple came out with the Iphone-I was at the AT&T store signing up. Needed a new laptop-headed right to the Apple store and picked up my new titanium alloy MacBook. IPad is launched and I just cannot bring myself to spend the money on another device. It sure look sexy and fun to be able to zip through newsprint, buy books to read, watch movies ( and soon television shows as well) and at 1.5 pounds and thin its lightweight enough to carry anywhere. And with literally thousands of apps to download, I should be salivating over the prospect of owning one.( http://www.apple.com/ipad/) But its almost as if I want to love something and I just can't. Its not you IPad, its me. I'm happy with my Iphone and MacBook for now. But lets talk again in six months, maybe I'll feel differently then.

Showing the LOVE for Your Ad Here + Media Man

'Michael is my go-to guy for media knowledge. His enthusiasm is infectious and knowledge of the industry is mind blowing. I have had the pleasure of knowing and working with Michael on a number of projects and highly recommend his services to anyone.' Melissa Ward, Internet Marketing and Social Media Exert, NewWard Development LLC.

'A true creative thinker..I had the pleasure of working with his group on interactive emerging media technologies when everyone else was still learning about the products. I have the highest regard for his approach and look forward to working with the Media Man in the future.' Sarah Thomas, Interactive Director WRGB TV

So in my free time when I'm not working media and advertising, I just finished a quick read by Massey & Van Wormer "Your Ad Here"...a MUST HAVE for any small business owner...its a fantastic, short, sweet How-To guide. LOVED IT!! Available on www.bn.com and www.amazon.com. Angela McFarland, small business owner, Publisher

"I am a seasoned marketer, well versed in most ad media. Your Ad Here gave me real insight into maximizing my ad budget. It totally explained on line media and even areas of broadcast I was unaware of. This book is a must for new advertisers and experienced professionals alike. I recommend it for anyone who advertises in any media. David Weinstein, Marketing Director

“I am a small business owner and realized I needed to start somewhere. After the first few pages, I was able to grasp the concept that even I needed to market my products and services. In just the few chapters that followed I had a better idea of who my target audience was and by which advertising means to pursue to get the biggest bang for my advertising dollar. Your Ad Here is now dog-eared and highlighted throughout, as I refer to it often. What is unique about this book is that is has become an invaluable reference. This book has helped me understand from start to finish how to promote my business.' Pattie Rackvica, Owner Dragonfly Beads, Founder and Director of a Non-Profit

Media Bites-August 18 2010

Broadcast TV is not the playground for the young and hip anymore. According to a recent survey by Steve Sternberg for Baseline Inc, the average viewing age continues to grow. Starting with the Tiffany network (CBS) where the median viewer is now 55; ABC hovers at 51 and NBC is at 49.

Are there older viewers out there that spend money and respond to advertising messages-of course. In fact, the Census Bureau reports that the median age in the US is 38, up from 33 in 1990. However, who is more likely to purchase or adopt a new product-a 60yr old woman watching 'Dancing with The Stars' (BTW-that is the average age of that show) or a 26yr old guy watching '1000 Ways to Die'? I'm going to go with the 26yr old guy-unless I'm selling long term care insurance or an RV.

I guess this all might stem from some challenges I faced early on in my media career while working as an account executive at a rock radio station ( playlist included Alice in Chains, Soundgarden, Blind Mellon and Metallica) where the focus was 18-34 yr old males. I remember a fast food client that shall remain nameless could not see the value in using a station that had true fans and spoke directly to an audience that consumed their product on a regular basis.

If broadcast nets are going to survive in this competitive environment, then they should work on decreasing the average viewing age. As Sternberg points out: 'There's no law that says they can't get any younger.'

Media Bites-August 9 2010

Green green all around (should you care?)

According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing is composed of a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. What has become increasingly difficult in the last few years is defining the term and marketing products correctly.

Environmental Leader writes that the green market outperformed the economy as a whole, growing more than 6% in 2008, followed by flat growth in 2009. The report also finds that the market took a hit from tighter consumer budgets due to the recession and trading down from high-end green brands. The market grew about 41% from 2004 to 2009,

What does this mean to a small business that is considering tapping into this growing market?

Marketing products by focusing on their “green” benefits can be a sound business strategy but often the most obvious benefits aren’t the ones that motivate potential customers.

Ask yourself the following questions before you dive in and start your company’s green campaign:

—What are the benefits to my target market and how can I emphasize them?
—How will these translate to short term and long term cost savings for customers?
—How can your business promote green benefits in an organic non-threatening format?
—What other benefits can your customer gain from using your products?

—How will your audience evaluate your product or service’s green attributes against your competition?

—Do they media properties under consideration have a policy in place to reduce their carbon footprint?

—How will we measure return on investment?

“By carefully highlighting your products’ green benefits and tailoring your messages to focus on the benefits most relevant to the target market, it is possible to overcome objections to the increased up-front costs of, and resistance to, adoption of new and greener technologies”, writes Bob Lipp, president of Marcomm Group.

Promoting products based on their green advantages is becoming much easier as consumers and companies show their support for environmentally safe products. According to a recent survey from market research firm Mintel; over 35% of US consumers noted that they would pay more for ‘green friendly’ products.

Although research is beginning to surface that notes Americans are willing to pay more for ‘green products’, it’s certainly not a guarantee when consumers are scrutinizing every expense. However, with careful planning and marketing investment, your business could have an added revenue stream that will deliver in any economic environment.

(source: Wikipedia.org, mediaplannerbuyer.com)

Your Ad Here De-mystifying the Business of Media and Advertising

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Media Bites July 21 2010

Liberteks has been running the very successful Small Business Expo and Career Fair at the College of Nanoscience and Engineering for the past five years. Seminars to include 'Touting Your Smallness Online' and 'How To Self Publish Your Great American Novel'

Attendance is free. Click here to register http://smalbany.eventbrite.com/

I'll be there as a guest blogger tweeting, foursquaring, facebooking, cinchcasting and maybe even doing a special edition of Your Ad Here for blog talk radio.

Media Bites July 15 2010

A recent ruling on TV decency occurred this week. The US appeals court has struck down an FCC policy that banned the broadcasting of profanity. A BBC news article goes on to say that the original ruling banning 'patently offensive' references to sex, sexual organs and excretion with no real definition of what is truly offensive generated far too much fear among American broadcasters. Now its OK to swear and use the actual words for sexual organs and bodily functions.

All of this is really the byproduct of the society we live in and the race for ratings and revenue. The more shocking or scary, the more viewers tune in; more viewers= higher ratings and in turn the chance to charge higher rates for ad placement. Don't get me wrong, its a business and business needs to make a profit-just not sure we need to sink quite this low to do it.

Here's something else to keep in mind: broadcast television is for entertainment and information and must be closely monitored at all times when you have kids ( I speak from experience). It is not the responsibility of the media properties to be educators and be held accountable for what is airing because there is not enough diligence in the household to prevent certain eyes and ears from absorbing questionable content. Should they do some self regulating? You bet-but they never will, so it is up to the individual or family to decide what is and is not appropriate. There is a great tool on the set-its called the power switch.

Media Bites-July 7 2010

If I believe everything I see and hear, then broadcast television continues to grow even in this competitive environment.

PricewaterhouseCoopers notes that ad spending on TV in the US will grow to $80.3 billion in 2014 from $62.1 billion in 2009 and a recent Magna Global research paper points out that TV's share of media dollars continues to expand to 36.8% in 2015. Emerging technologies will also have an impact on viewing as the introduction of HD sets that deliver better quality picture and sound actually encourage more consumers to watch more TV.

The problem is technology and choice. (1)Hulu recently launched HuluPlus for $9.99 month and will make programming available on the IPhone, IPad and soon enough on the Playstation3 and Xbox game consoles.

(2) Netflix just signed a deal with Relativity Media allowing them to stream up to 14 movies per year to their 13 million subscribers.

(3) Viewers skip ads through DVRs and other devices. In fact, Comcast just launched multi room DVR technology in select markets.

(4) Premium nets HBO, Showtime and Starz continue to develop original programming ( 'Spartacus', 'Tudor', 'True Blood' 'Hung' 'Pillars of the Earth')

Its still fragmented viewing and as yet no one has developed a technology that has one access point, one password, one bill so that I can choose when, where and how I watch TV.

Media Bites-June 25 2010

For all of you Media Man fans that poke fun at all the gym and Starbucks check ins, here's a little update on location based marketing ( or as a friend of mine lovingly calls it: pleaserobmyhouse.com)

Startups and other less than visible brands are moving from useless games that take up space to a practical app that is actually a lot of fun.

As an example, take the newest geotargeted app on the scene-http://www.goby.com/. Say you want to look for hiking trails in Appalachia on a specific date. Your search will deliver a list of places to visit and a map of where they are. But it doesn't stop there. Click on a pin to a new location (the Adirondack Park) it will magically give you the same search results, different location. Looking for a the hottest wings in Memphis? Search and discover the price and location, move the pin to Austin and bingo-same search, different city.

Tasti D-Lite recently launched TastiRewards (http://www.tastidlite.com/). Mashable explains that customers can use their Treat Cards to gather points for purchases and those that opt in to social media bonuses are atuomatically entered to additional points.

And lets not forget my personal favorite Foursquare. I checked in at a NYC hotel for a conference and immediatley received a text that noted ( and I'm paraphrasing) 'Luann from the Real Housewives of NYC says that three blocks from here is the best Asian restaurant on the Upper East Side' Now, most people would find that annoying and obtrusive. However, I thought it was the coolest thing since sliced bread.

Get on the grid and give one of these a try.

Media Bites-June 14 2010

$50 million for BP television advertising while the economy in the Southeast is stagnating due in part to the oil spill? While I'm in support of advertising, marketing and press to raise awareness of this disaster, does it really make sense to spend it on TV ads?

Results from a recent Ace Metrix study:

41% of those surveyed think BP is doing all it can

71% think BP is entirely responsible for the spill

40% of respondents feel the government response was slow and inadequate.

Media Bites June 2 2010

The discussion on my radio show today was about reality TV and the blurred lines between being a clinician and being an entertainer. Think Dr Drew Pinsky, Dr Laura, Dr Ruth, Dr Phil ( all first names, isn't that interesting). We all know that at one point they all had thriving practices that were truly helping people. As Benita pointed out today; what was the tipping point? What made them go from an appointment book full of addicted and abused patients to TV/radio personalities and does that jeopardize their credibility?

Media Bites-May 21 2010

Checking in at Starbucks, the gym, office max, train stations, a tapas bar in Buenos Aires-what is all this about. It's free and fun foursquare my friends, and here's a primer on what it is and how it works:

Foursquare is a hybrid of friend finder, social media application and a city guide. It allows you to check in anywhere in the world, give comments about what you're doing and give tips about your location ( 'be sure to try the crab legs', 'this place has the worst bathrooms', )

Win points and badges by checking in at new and interesting places-you can even become the Mayor by having the most checkins at one of your locations. Download the app to your IPhone, Blackberry and Android.

Link it to your Twitter and Facebook streams and now your family, friends and enemies will know where you are every minute of the day.

http://foursquare.com/