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Two podcast shows have secured major sponsorship deals this week, proving that the medium is beginning to have traction among advertisers, and not just those reaching out to early-adopter males. Mommycast, a weekly show hosted by two moms from their homes in Virginia, has picked up Dixie in a 12-month, six-figure deal, Brandweek writes. Another show, this one hosted by 15-year-old Martina Butler, announced that it snagged sponsorship from Nature’s Cure, a top brand of acne treatment.
Dixie hopes to reach moms in the 25-54 demo, and the sponsorship of the show coincides with brand renaming and repositioning that will be happening in the spring. Porter-Novelli handled the buy. Dixie will be monitoring “to see if we get awareness lift or purchase lift,” said Erik Sjogren, senior brand manager of Dixie, who added that he has been given a green light to do podcasts and latitude to explore new things.
Butler’s show, Emo Girl Talk, features the life and times of a teen girl, who talks about her favorite music and interviews celebrities. The buy was handled by MobileCast Media, Inc.
“There are a number of teens now listening to podcasts. Sponsorship is an excellent way to increase our brand awareness in an environment that is meaningful and credible to teens,” said Dana Doron, vp marketing at Nature’s Cure.
Wachovia analyst Marci Ryvicker revised her 2009 radio revenue prediction downward significantly, from a drop of 8% to a drop of 13%.
Even that may be too optimistic, Ryvicker warned, saying there will be no recovery until the economy and/or credit…
The latest casualty in the shrinking shelter category is Meredith’s Country Home. The magazine’s March 2009 issue will be its last.
The company, which is also slashing its workforce by 250 people, cited a soft economy for the demise of…
The advertising outlook for 2009 remains relatively upbeat for certain types of online media and marketing - including search, video and multicultural initiatives - but traditional media and some social networks will face serious difficulties, according to predictions released by…
Nielsen relocated its mainframe computing system used to process its national and local TV ratings - and what was meant to be a seamless transition caused a glitch that resulted in several days of delays for most of the company’s…
Yesterday at the Consumer Electronics Show in Las Vegas, Microsoft CEO Steve Ballmer announced the development of a coveted liaison with Verizon Wireless.
The five-year contract makes Microsoft the default search provider to Verizon’s sizable user base. It will also…
Even through a recession U.S. consumers redeem just 1%-3% of paper coupons, but up to half of the coupons that Kroger sends to its customers are redeemed - because it uses a data-mining firm it part-owns to target specific customers.
Kroger,…
