Category Archives: Business & Marketing

The End of Demographics

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In small market radio we were thrilled to have research that told us how many men listened to our station compared to how many women. And, of course, the demos: 12+, 18-24, 35-54… I think I missed one but that’s not the point. From 8 or 10 “diaries” in a county we were supposed to extrapolate useful information for out programmers and advertisers. Uh huh.

This article illustrates how much things are changing.

“The rise of mass-produced consumer goods also brought the rise of mass-market advertising. In the 1950s and 1960s, the goal of television was to aggregate the most possible eyeballs for advertisers. In order to convince consumers that an advertising message was relevant to them, consumers had to buy the idea that they were just like everyone else. The year that someone was born will not tell you how likely he is to buy your product.”

 

“Threads of advertising-sponsored content”

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“Advertising is becoming content, not message. Or, more specifically, the message is knit into the content.  Under that scenario there is no 30-second spot per se, there are simply threads of advertising-sponsored content.

Creating “content that people choose to watch (and share)” (and listen to) is the job of every company that calls itself “media.”  This goes to the heart of radio’s revenue model because it is clearly out of step with the direction of clients and their agencies.

This is why the structure of so much of radio is outdated.  We have sellers who move spots and programmers who mix music. What we need amongst these are content creators who match consumers with clients in the presence of our brands by bringing compelling ideas to life.”

— Mark Ramsey Media

Your business card a billboard for your brand

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“In my universe a powerful brand should be able to explain their mission in a single paragraph–the fewer words, the better. But what most brands forget is that their business card is indeed their ‘napkin,’ a blank canvas enabling them to communicate the essence of their brand (or fail to do so).

We live in a super-cluttered world where no one has time for anything. We’re bombarded with text messages, TV commercials, billboards and online ads, and so companies need to know what they stand for. It’s a fact that you cannot remember more than three television commercials in a row, let alone recall the design of your average business card unless they manage to rise above the cacophony and stand out in a way that’s completely relevant.”

—Fast Company

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Are you living “a meaningful well-lived life?”

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Eudaimonia is a term the Greeks used to describe “a meaningfully well-lived life.” In this essay, Umair Haque wonders if the economy we have is providing this:

“Instead of an “energy industry,” I see a resource addiction that saps money and preserves self-destructive expectations. I see, instead of food and education “industries,” an obesity epidemic and a debt-driven education crisis. Instead of a pharmaceutical industry, I see a new set of mental and physical discontents, like rates of suspiciously normally “abnormal” mental illnesses and drugs whose lists of “side effects” are longer than the Magna Carta. Instead of a “media industry,” I see news that actually misinforms instead of enlightening — rusting the beams of democracy — and entertainment that merely titillates.”

But Mr. Haque thinks things are changing (and I hope he’s right):

“I believe the quantum leap from opulence to eudaimonia is going to be the biggest, most significant economic shift of the next decade, and perhaps beyond: of our lifetimes. We’re not just on the cusp of, but smack in the middle of nothing less than a series of revolutions, aimed squarely at the trembling status quo (financial, political, social): new values, mindsets, and behaviors, fundamentally redesigned political, social, economic, and financial institutions; nothing less than reweaving the warp and weft of not just the way we live—but why we live, work, and play.”