It’s that time again (alright, it’s actually about 3 weeks past that time, but who’s counting). Our GY&K podcast, the Theater of Public Influence, is getting set to record our 2nd annual “Best of the Year” Episode. This is where we take a look at all the things creating buzz in the past year and decide what things had the biggest impact. The podcast team has pulled together some nominees in each category but now we need your help. Please take a minute to fill out the survey posted here: http://www.surveymonkey.com/s/N2DSCLM and cast your votes. It only takes a minute and you’ll be helping us present more accurate results. We want to get as many responses as possible so feel free to pass email this along to friends, post the link on Facebook, Tweet about it, stop random people in the street, hire a skywriter, etc. But most importantly, take a minute to vote yourself.
Voting Criteria
This poll is a little different than your typical “best of” list because (at least for the entertainment categories) we’re less concerned with what you liked the most and more concerned with what you think had the biggest impact, created the most buzz, had the widest reach, etc. So think about that as you cast your votes. Don’t like our nominations? No problem, there’s a write-in option in each category.
http://www.surveymonkey.com/s/N2DSCLM
It’s no secret that the newspaper industry has been suffering. Now that everyone has access to the Web where they can get the latest news with a click of a computer mouse or a fingertip touch on a smartphone, long ago are the days of waiting for your paper to find out what’s going on in the world.
But the newspapers are smartening up. Or are they?
Just as you have to pay your 50 cents per copy or a fixed rate for a subscription to your physical paper, some popular newspapers are charging, or will soon start charging, readers to pay to read the news… off their Web site. The latest medium to do this is the New York Times. Although the Times Co. has released few details of how they plan to charge readers, we do know that starting in 2011, the newspaper will offer a “metered plan” where viewers can look at a certain number of articles free before having to pay to continue to read more. The Wall Street Journal and The Financial Times already have this practice in place.
It’s easy to draw the conclusion that media companies are doing this because advertising spending is not where it used to be. With production costs on the rise, and in order to keep some of these outlets afloat, now the cost burden needs to be shifted to the consumer. But will readership suffer as a result? Or will readers go to one of the thousands of competitors that is not charging a fee to view content? Then would the pay-to-read plan ultimately backfire?
Are you willing to pay for YOUR news?
In a recent post we looked at the hype surrounding the new Apple tablet and the evolution of print media. In the November Wired Magazine, there was an entire page dedicated to interactive advertisements, including a description of how to interact with select ads in that issue. Anyone with an iPhone or Android-supported mobile device could download the free kooaba app and then receive instant product information by taking a picture of specific ads.
I decided to download the app and give it a shot. I started by snapping a picture of the Microsoft Office ad. The app then verified the Microsoft ad and presented a few different options. In this case it was tell a friend or watch a video. I was a bit underwhelmed.
Next I tried an ad for Victorinox Swiss Army knives. This time there were many more choices. In addition to the tell a friend option, I could Call the Victorinox Swiss Army (linking directly to the phone number), Send an E-mail to Victorinox, Buy Now (opened their Web site), Digg This, Reddit This, Twitter About This or Visit Website. At this point I wondered why Microsoft didn’t give me the same options to connect through social networks or find more information.
After trying a few more and getting mixed results, I felt like some brands really “got it” while others completely missed the opportunity.
The lesson for marketers is to think through the user experience on any new platform you’re committing to even if it’s just a test.
Since traditional magazines will probably be around for a bit longer, I’m sure we’ll see more attempts like this to engage readers with ads. Augmented reality will certainly play a role and we’re likely to see much more of this technology used in 2010.
How do you see magazine advertising evolving?
Here’s a video of the kooba app in action. This time the user is interested in learning more about a movie poster - http://www.youtube.com/watch?v=wysfEM6YgCM
Today we hear from Sophia Cigliano, GY&K’s senior vice president of account services, on how an early lesson in “anticipation” helps make her daily job that much more fun and interesting - while benefiting clients! Check out the video here on YouTube.
Christmas shopping. 
Some people start their Christmas shopping on December 26 the year before. Others wait until Christmas Eve as the stores are closing. I fall somewhere in the middle – picking up some things during the year and then planning a big shopping spree for early- to mid-December.
I don’t know about you, but after Thanksgiving, I avoid the mall like the plague. Some people thrive on the action. There’s a woman in our office who picks a store and goes every day – I love her stories. But, it’s not me. I’ve become extremely dependent on online retailers to make my family and friends’ gift dreams come true, and that has altered the way I shop.
This year, in order to get packages delivered in time to wrap and gift, I need to place my order by December 17th, give or take. Retailers are a huge help – there are tons of free shipping offers. Just today, I received an update from Mashable about tomorrow’s “698 Online Retailers Unite for Free Shipping Day.”
Tonight I am going to scope out the sites and maybe tomorrow I’ll place a few orders to complete my gift lists. Last night I took advantage of Amazon’s free shipping and saved nearly $30 shipping on a $150 order. Not bad.
So, how has this changed the way retailers are marketing to consumers? With access to online shopping comparison sites (for both on-and off-line purchases) and because retailers are no longer dependant on geographic territories, I think the consumer makes out quite well with great prices and great selection. The noise of millions of messages is getting to me – looking forward to some quiet time in early January (before the Valentine’s Day promotions start!) In the meantime, retailers (and the creative folks working for them) need to remember that we are people with a need to fill – hit me with the right message at the right time (and throw in a good price and free shipping) and I will spend my money with you.
What recession?
Some people won’t even entertain the idea of using a Kindle. They like the feeling, smell and overall experience of a “real” book.
However, as technology continues to evolve we are bound to see more devices like this for books and magazines. The Apple tablet (which is still just a rumor) has inspired a few publishers to imagine what reading a magazine might be like in the future.
Time Inc. recently partnered with The Wonderfactory to create a video demonstrating a tablet-like experience with Sports Illustrated. Although similar content is already available online, the wow factor here is the user experience. It’s amazing to see how the device enhances the content and vice versa.
While this may be a year or two away, magazines are already experimenting with interactive advertising. Have you noticed any examples of this? Are you looking forward to more innovation from magazines or do you prefer them the way they are?
