Monthly Archives: December 2010

Hispanics and Mobile Usage

Hispanic Market Info: Dec 20, 2010

Scarborough research released a report that indicated that Hispanic cellular usage was increasing at a faster rate than total Hispanic population. Taken from the multi-market study, the report states that use of a cell phone device grew 26% since 2005, vs. 18% for all adults.

Cellular Usage Among Hispanics
82% Hispanic Adults use Mobile Device
84% of Total Adults use a Mobile Device

Hispanics are also avid text messagers, with an average of 64% of Hispanics that have a mobile device text vs. 56% of all cellular users. Hispanics who text are also more likely to download music (22% vs. 15%) play games (19% vs. 15%) and access social networking sites (12% vs. 10%).

In addition to using mobile devices more avidly, Hispanics are also keen on the use of smartphones such as blackberries or IPhones. Nineteen percent of Hispanic adults currently live in a household that owns one or more smartphones.

“The rise of smartphones and apps is redefining mobile marketing,” said Alisa Joseph, vice president of advertiser and marketing services, Scarborough Research. “As this industry continues its rapid evolution, the importance of Hispanics as mobile marketing targets will only continue to expand.”

The First Census Release: And the Numbers Are…

Hispanic Market Info: 12/21/10

Today is an important day for Americans accross the country, The U.S. Census Bureau released the total U.S. resident population to be at 308,745,538. This represents a growth of 9.7% from the 2000 Census but relatively reported the slowest population growth since 1940.

The fastest growing states by percentage
Growth from 2000
Nevada                   35.1%
Arizona                  24.6%
Utah                       23.8%
Idaho                     21.1%
Texas                     20.6%

States that added most residents
Growth from 2000
Texas                    4,293,741
California                3,382,308
Florida                   2,818,932
Georgia                  1,501,200
North Carolina         1,261,385 (more…)

Twitter Use Higher Among Women, Minority Groups

Marketing Pros: 12/13/2010

marketing profs 300x72 Twitter Use Higher Among Women, Minority GroupsSome 8% of online adults—or 6% of the US adult population—say they use Twitter, but adoption levels are higher among online African-Americans (18%) and online Latinos (13%), according to a new survey from Pew Research.

Twitter is popular among younger adults: 14% of Internet users age 18-29 use the microblogging site, as do 11% of online adults living in urban areas.

Meanwhile, online women (10%) are more likely than online men (7%) to use Twitter.

twitter use by demographic pew 198x300 Twitter Use Higher Among Women, Minority GroupsBelow, other finding s from the 2010 Twitter report, issued by the Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism.

Over one-third of Twitter users (36.1) say they check the service every day with 24% saying they do so several times a day. Meanwhile, 41% say they check the site less than every few weeks, or never do so at all.

Read the entire article at MarketingProfs.com.

The Long Tail of Latinos on Twitter

Click Z December 13, 2010

A study by the Pew Research Center’s Internet & American Life Project confirmed what a lot of us in the Latino marketing community have known. Latinos index higher than any other group on Twitter. In a survey conducted last month – running up to the Thanksgiving holiday – 18 percent of Latino respondents who spend time online have a Twitter account, versus 13 percent of non-Hispanic blacks and 5 percent of non-Hispanic whites.

Looking at these and other numbers, many people will ask, “what is it about Latinos – are they more social?” But for marketers, there’s a more immediate, perhaps mundane question: “how do you effectively engage Latinos on Twitter, one of the fastest growing segments on one of the fastest growing networks?” (more…)

Woody Allen’s New York

Avantoure December 10.2010

A few weeks ago I went to see Woody Allen’s latest flick,You Will Meet a Tall Dark Stranger, in the theater. I checked the reviews online before I went, which weren’t very good, but saw the film anyway.

Reviewers agreed that Woody Allen has nothing left to say, that he’s used up all his tricks, and that his work has become tired. If this were any other director, I might have been swayed by the low ratings and saved myself the $11, but it’s dawned on me that I am a devoted fan of Woody Allen’s work, and will go and see just about anything he does.

As someone who is not originally from New York City, Woody Allen’s films like Annie Hall, Manhattan, Hannah and her Sisters, Husbands and Wives, and Everyone Says I love You, introduced me to a New York I had always longed to be a part of. I think that, subconsciously, his films led me to make a series of choices that brought me to New York and made me who I am. (more…)

Michael Eisner

Wall Street Journal: December 13, 2010

Eisner, in the L.A. office of his investment firm, Tornante. He recently published “Working Together: Why Great Partnerships Succeed,” and just launched FameTown, a social-media-based game, in November | Photographs by Eric Ray Davidson

This is the greatest time in my career in the media. Was it easier when I worked at ABC and there were only three networks and the least objectionable program was still a big hit? Sure.

I don’t think I’m doing anything different now from what I did at Disney when I walked into Imagineering or animation or live action or television development. My interest was always: What is the show? Because if the show is right, everything works out.

But if you are still working in the media business, you would have to be a troglodyte, or in a wheelchair and drooling and incapable of thinking, not to be involved in new media. (more…)

Even Oprah Needs A Sales Pitch

Discovery Hawked New Winfrey Network Early, But Should Launch Advertisers Really Pay An “Oprah Premium”?

Advertising Age December 13, 2010
by Brian Steinberg

NEW YORK (AdAge.com) — A little Oprah Winfrey apparently goes a long way.

Ms. Winfrey won’t star in every piece of programming that runs on her new cable network, but executives there have been seeking ad rates that make it seem like she will.

Oprah's OWN is set to debut on Jan. 1.
Harpo Productions, Inc.

Oprah’s OWN is set to debut on Jan. 1.

The very fact that her name adorns the new Oprah Winfrey Network, set to replace the Discovery Health channel on Jan. 1, gave Discovery Communications the confidence to seek prices for reaching a thousand viewers — a typical metric in ad negotiations — above the rates charged by Discovery and TLC, two well-established siblings. It sought rates nearly on par, as a matter of fact, with the prices that broadcast networks get for daytime TV.

Cable can’t usually swing broadcast-sized rates, because broadcast is historically much better at attracting the bigger crowds that advertisers want. It should be even harder for a new cable channel without any established ratings.

But Ms. Winfrey’s name meant the network was no ordinary launch, executives figured. “We were in line with how other Oprah properties had positioned themselves — a premium-priced media platform that had the promise of an already built-in audience,” said Kathleen H. Kayse, executive VP for ad sales at the Oprah Winfrey Network, or OWN. (more…)

Book of Tens: Follies

The Year’s Biggest Branding and Marketing Fiascoes

Advertising Age December 13, 2010

Fred Harper

THE JAY LENO/NBC FIASCO
At this time last year, we were wondering how the Peacock would respond to the fact that moving Jay Leno to 10 p.m. had tanked with viewers, advertisers and network affiliates. About a month later NBC reversed course, adding fuel to an already hot fire. Sure, affiliates may have grinned, but the maneuver automatically created the Conan monster, turning Mr. O’Brien into a lovable victim who’d been wronged by the suits. NBC became both laughingstock and villain — too harsh, perhaps, for the one network at least willing to experiment with reshaping prime time.

GAP’S LOCO LOGO
Who knew Gap still had so many faithful fans? You certainly wouldn’t have known it from its sales over the past few years. But when the retailer updated its logo, you would have thought it had defiled a sacred text. Sure, the old logo was a cool classic and the replacement looked like something puked up from a late-’90s Dallas office park, but the outrage was a little over the top. The bigger folly may have been being one of the few marketers who actually caved to the braying of the social-media crowds — especially considering how unlikely it was that any of them shopped there. (more…)

Sports Stars Seek Profit in Catchphrases

The New York Times Dec 9, 2010
By Katie Thomas

Mike Thomas/Associated Press

Wide receiver Terrell Owens has starred in a VH1 reality show and has a breakfast cereal named after him.

Jets cornerback Darrelle Revis shut down so many receivers last season that teammates started calling his turf Revis Island, where opposing players were inevitably marooned.

New York Jets

Darrelle Revis, a Jets cornerback, sought protection for the term Revis Island.

By last December, Cincinnati Bengals receiver Chad Ochocinco was boasting on Twitter that he would be an “escape inmate gone wild on Revis Island.” (He was not, and left the game with a knee injury.) Mayor Michael R. Bloomberg jokingly renamed Manhattan Revis Island in January when the Jets reached the American Football Conference championship game. (more…)

Is Netflix Streaming Its Way Towards Disaster?

The Wrap December 05, 2010 @ 10:22 pm
By Edward Jay Epstein

Netflix, through the simple device of using the post office to bypass video stores, has become one of the great success stories of the new entertainment economy. It now claims 16 million subscribers who pay a monthly flat fee for an unlimited number of rentals.

For this mail-in business, Netflix did not need the approval of the studios. It simply buys DVDs, as does anyone else, from retailers such as Wal-Mart then mails them out to subscribers. What makes this form of rental  legal is the “first sale doctrine,” which holds that once a person buys a DVD, he can rent it out to others without the permission of the copyright holder.

Through that court-approved doctrine, Netflix created its mail-in empire. For a monthly charge of as little as $9 a month, subscribers get any movie they choose on the Netflix website. Whenever a subscriber mails back his DVD in a stamped address envelope provided by Netflix he receives the next DVD he has ordered. There are no late fees. (more…)