Category Archives: Business & Marketing

Poll: 2 in 5 Americans read paper daily

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One of the findings of an Adweek Media/Harris Poll taken in December 2009. Only 43% of US adults say they read a daily newspaper – either online or in print – almost every day, while 72% read one at least once a week and 81% read one at least once a month. The study found that one in ten adults say they never read a daily newspaper.

“Daily newspaper readership skews heavily toward the older age groups. Almost two-thirds of those ages 55+ (64%) say they still read a daily newspaper almost every day. Younger Americans read newspapers less often. Just more than two in five of those ages 45-54 (44%) read a paper almost every day as do 36% of those ages 35-44. However, less than one-fourth of those ages 18-34 (23%) say they read a newspaper almost every day and 17% in this age group say they never read a daily newspaper.

Though many newspapers are exploring the possibility of charging a monthly fee to read a daily newspaper’s content online, the poll results suggest this tactic is unlikely to work. Three-fourths of online adults (77%) say they would not be willing to pay anything to read a newspaper’s content online. Among the minority willing to pay, one in five online adults (19%) would only pay between $1 and $10 a month for this online content and only 5% would pay more than $10 a month.

The average monthly amount consumers are prepared to pay ranges from $3 in the US and Australia to $7 in Italy.

I want to be depressed by these findings but must confess that I do not read a hold-it-in-your-hands newspaper and I’ve never been better informed. I spend the first two hours of every days gobbling up news from dozens of sources. And much (most?) of the real news comes from newspapers that are bleeding red ink.

What will I be reading if/when those traditional sources are no long? I have no idea.

Bruce Sterling: State of the World 2010

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Every year the Well (one of the early, pre-web, online communities) invites Bruce Sterling to chat about the state of the world. This year, he paints a grim picture of where the “present” is heading:

“Various entities and institutions have scrambled together safety pins and gobs of glue to rig the global economy so that it appears to be ambling along, but isn’t it a great conceptual Jenga, ready to fall if you move the wrong block? What kind of shuffling and reshuffling can we expect, if there’s a global economic meltdown? And has the collapse already happened – are we like the coyote, run far beyond the edge of the cliff, waiting for gravity’s effect?”

On Google News and Twitter:

“I’m looking over my Twitter stream here, because it seems a more useful barometer to me now than Google News. Google News definitely has that rickety Jenga feeling that JonL is talking about. Whenever you see something on Google News nowadays, you have to wonder: “who owns this so-called news organization now? What’s left of them financially? Is there even a shred of objective fact in this?”

Sivad is “Davis” spelled backward

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Growing up in Kennett, Missouri, in the 50’s and 60’s, we got our TV from Memphis, 100 miles to the south. But we were blessed with a great selection of movies. One station, WHBQ, billed their offerings, “Million Dollar Movies.” And there was a great sub-set of horror movies (Dracula, Wolfman, Frankenstein, etc) presented as Fantastic Features. The Monster of Ceremonies was SIVAD, the only vampire with a hush-puppy southern accent.

How big was Sivad? He drew 30,000 fans to the Mid-South Fairgrounds, breaking the Beatles attendance record). You can learn more about Sivad and alter ego Watson Davis here.

Much thanks to Charles Jolliff for tipping us to this pop-culture flash-back.

Is this the future of advertising?

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First, I am assuming this was a paid commercial. And I’m assuming Domino’s Pizza paid a premium. The ultimate “live read.” As I watched, I realized I was paying very close attention, trying to figure out what I was seeing.

Whose idea was this? The show’s writers? You damn well better have good writers if you’re going to try this. Was it Domino’s idea? Their ad agency?

My next thought was, this is a one trick pony. You can’t do this every night. Or even every week. But then it hit me, you wouldn’t need to. This segment had 100% of my attention. I clearly got the message that Domino’s Pizza was trying to make their product a lot better. I don’t need to see some mindless 30 second spot over and over.

This… whatever it is… didn’t insult my intelligence. It played to it in a tongue-in-cheek manner ideally suited to those who watch The Colbert Report. I have no trouble imagining an advertiser paying big bucks for this.

Mel Karmazin interview: “Fucking with the magic”

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Mel Karmazin is the CEO of Sirius Satellite Radio. Before that he was head of CBS Radio. For most of his career he has been known as a “Wall Street darling” for his ability to drive up the price of his various companies’ stock. Don Imus frequently referred to him as the Zen Master. Let’s just say he knows a lot about radio and advertising. I was struck by his description of advertising and frank assessment that Google was “fucking with the magic.”

“I loved the model that I had then. At that point I had… I was the CEO of  CBS and I had a model where you buy a commercial… if you’re an advertiser you buy a commercial in the Super Bowl and, at that time, you paid two-and-a-half million dollars for a spot and had no idea if it worked. I mean, you had no idea if it sold product… did any good… I loved that model! That was a great model! And why …if I can get away with that model… if I’m in the business where I can sell advertising that way, why wouldn’t I want to do it?

No return on investment. And you know how everybody looks for return on investment? We had a a business model that didn’t worry about return on investment and then here comes Google. They screwed it up. They went to all these advertisers and said, we’ll let you know exactly what it is.”

Oooh. Reminds me of the old saw, “I know that only half of my advertising works, I just don’t know which half.” The full interview is worth a watch and confirmed my feeling that a real sea change (in advertising) is taking place.