Tuesday, January 26, 2010

Timeout Part II

Last September I addressed the need to take timeout
http://bit.ly/QPSCp to develop common sense or else we will drown in excessive information. More importantly, I am concerned we are setting a bad example and raising a future generation of wired Americans with flying fingers who will lack common sense.

Read on:
The Kaiser Family Foundation just released their study titled Generation M² - Media in the Lives of 8-to18 Year-Olds
http://bit.ly/8x9Hzy detailing media usage of young people today compared to five years ago. By the numbers:

· Young people are now spending more than 7-1/2 hours per day, seven days a week on media usage. Given the amount of time they spend multitasking, thus using more than one medium at a time, it is estimated that they pack a total of ten hours and forty-five minutes into those 7-1/2 hours. Statistically an increase of almost 2-1/4 hours of media exposure per day over the past five years.

· Texting and time spent talking on a cell phone were was not counted as media usage in the Kaiser Family Foundation media usage. However, they did mention that the average youth spends thirty three minutes on their phones talking; 7th to 12th graders text an average of 1-1/2 hours per day. Interesting Stat: Only 27% of those surveyed indicated that they have rules about the amount of time they can talk on a phone; 14% have rules about texting. I wonder who is paying the bills?

· 20% of media consumption occurs on mobile devices. Over the last five years, the proportion of 8-to-18 year olds that own their own cell phones grew from 39% to 66%; iPods/MP3 players 18% to 76%.

· Heavy media users, those who consumed more than 16 hours of content reported that they received poorer grades, were less happy with school, were more often bored, got into trouble more often and were sadder than their peers who were moderate or light users.

· Surprisingly, media usage among the three groups did not displace the amount of time young Americans spent engaging in physical activity (e.g., sports, gym, dance, etc.) – just less than two hours in a typical day.

The authors of the report were amazed, given that back in 2005 they predicted usage could not possibly grow further. I suggest the authors brace themselves when they conduct their next study and release figures in five years. Rationale: Today’s 8-to-12 year olds will become 13-to17 year olds, thus will be well steeped and more advanced. Throw in tweeting, skyping, the evolution of tablets, the new/unknown, etc.

Once more I recommend for all age groups: control the daily flood of information + take time out to think = common sense.

Thursday, January 21, 2010

Readership’s Metamorphosis

Reflecting on a 2009 year end online feed I read about Ten Brands That Will Disappear in 2010 (
http://bit.ly/8x0N2v) – two involved readership: Borders and Newsweek, both of which are experiencing serious financial woes. Made me question, is readership morphing?

Read On:
Hardcover sales, the spine of the book industry, have been on the decline for the past two years, but finally rebounded in 2009 according to the Association of American Publishers. Thanks to strong October sales, hardcover sales were up 3.9 percent versus the previous year. Adult paperback and the adult mass market categories were down. However, both the children’s hardcover and paperback sales were up. No surprise, net sales of e-books continue to show sizeable gains; for the period of January thru October 2009 they reached $130.7 million compared to $46.6 million for the same period in 2008, a 180.7% increase. Remember those are documented trademarked sales of e-books which only account for 3% of total trade sales. Readers are appropriating free copies via piracy sites like RapidShare, Megaupload, etc. Industry experts are concerned that the book industry is at a crossroads similar to the music industry which got “Napsterized” by free file sharing. Experts project that 20 to 30 percent of book readers are using digital as their primary form of reading books or the URL linked footnotes to chapters, paragraphs or even sentences published by professional readers. As a result, some authors are already giving away free e-books in recognition that they can build awareness, thus sell more printed copies.

Second, the technology of reader devices as they advance will contribute to readership’s metamorphosis, especially for magazines. Readers will be able to customize the delivery of their content. Here is a link (http://bit.ly/7jY1VW
) to Sports Illustrated’s demo about their future product utilizing a tablet computer. When you view the demo, you will learn that people can circumvent an advertisement which does not bode well for the magazine industry. Keep in mind, Newsweek‘s 2009 decline in advertising, an estimated 30%, was a major contributing factor to their poor financial performance.

Then there is the Internet and its potential influence. People are now receiving their news via online feeds, blogs, network discussion groups, etc. The Harris Interactive poll released this past December indicated that 80 percent of U.S. adults go online an average of 13 hours per week with a wide range of variation – twenty percent 2 hours or less, fourteen percent 24 hours or more.

Last, but not least, what influences will the video game industry have on readership? A 2009 Nielson Video Tracking survey indicated that people were spending more time playing games in the first six months of the year versus the same period in 2008. The increases spanned all genders and age groups. However it is worth noting that males 18 to 24 showed some of the largest increases with gains, between 16% and 29% for each month; young females age 13 to 17 exhibited the most substantial gains within female segments, between 12 and 30%. My query, will they eventually put down their games to read or are their future gaming habits already established?

In summation, readership’s metamorphosis is a work in progress.

Friday, January 8, 2010

Special Snow Globe

Officially, I have burnt out on all the online social media advice. Recently I found something more refreshing – Thomas Kinkades’ limited edition, Social Media Snow Globe. Shake it up, watch the snow slowly descend on all your favorite social media icons; become an instant social media guru. Only $39.99.

Read On:
Burnout began to set in when I read Peter Cashmore’s (CEO and founder of Mashable.com) year-end post about social media experts. Peter utilized Tweepsearch (
http://tweepsearch.com/) to identify Twitter profiles that included variations like social media “guru”, “superstar”, “marketer”, etc. In May of 2009 there were 4,487. There are now 15,740 social media experts on Twitter as we enter the new year.

In your face, blogging superstar Chris Brogan’s daily feedburner arrived one morning informing me that he endorsed the new ebook: Beyond Blogging by Nathan Hangen and Mike Cliffe Jones (
http://bit.ly/4OnQ41) complete with 5 principles of success from 15 of the world’s most successful bloggers; just $47. The same day, I surfed upon the blogger’s dream, From Blog to Book Deal: How 6 Authors Did It. I found 7 Ways to Get More Out of LinkedIn helpful, written by the same author who wrote 7 Secrets to Tweeting Your Corporate Culture.

I am not sure the exact post I snapped on, but I do remember it was the same day that I found an advertisement from the popular American artist, mass marketer Thomas Kinkade. The copy read: “The light beckons to you as the silent snow fills the air. Winter scenes so inviting almost too good to be true – except now, as the beautiful, soft snow flakes slowly descend on all your favorite social media icons below, you too can become a social media expert in the next decade. You will grow rich with Thomas Kinkade’s Limited Addition Social Media Snow Globe; only $39.99.” Friendly Reminder: Please do not take your special snow globe with you if you plan to fly. TSA will confiscate it.

Candidly, social media will impact marketing/advertising in the next decade, but as I shared in my last blog, the real winners will balance the new with classic marketing: http://bit.ly/8cG01K

Monday, January 4, 2010

Marketing Wheel of Fortune

In spite of all the year-end hype about how marketing/advertising is morphing due to technology, the real winners in the next decade will know how to play the Marketing Wheel of Fortune. They will balance the new with classic marketing. Keep in touch with Anne Geddes.

Read On:
Anne Geddes, award winning photographer, clothing designer, entrepreneur and philanthropist, placed a full, one page ad in Friday’s (1/1/10) New York Times, advertising the future worldwide release of her book Beginnings. A classic, black & white newspaper print ad – clean, crisp, copy complete with two key taglines. The main tagline read worldwide release date 10▪10▪10. The sub tagline read: Keep in Touch! Below the sub tagline, Anne Geddes provided details of all five of her online touch points.

- http://annegeddes.com/

- http://blog.annegeddes.com/
- http://www.facebook.com/annegeddes
- http://www.youtube.com/geddesgroup

- http://twitter.com/annegeddestweet

Anne Geddes is playing the Marketing Wheel of Fortune. The buzz/conversation for Beginnings is in motion. One classic print ad linked to five online touch points. Ms. Geddes also understands that brevity works: http://bit.ly/8bhPvP