About this chart: Source: Forbes, "Bringing 20/20 Foresight to Marketing," June 2011.The report is based on a survey of 321 executives and some one-on-one interviews conducted by Forbes Insights in March and April 2011.Forbes insights, in association with the Coremetrics, an IBM company. Respondents are involved in marketing or corporate management at large businesses in the U.S. and the U.K. -- all worked for companies in industries that are typically major online marketers, including retail, travel/hospitality, financial services, and technology/media/telecom. More than three quarters of the companies (77%) had annual revenues of $1 billion or greater, and the remaining 23% had revenues of at least $250 million. More than a quarter of respondents held C-level titles, including CEO (15%) or CMO (11%), and the rest had senior titles including senior vice president, vice president, director of marketing, and marketing manager.
- Like the rest of the industry, the New York Times found that selling subscriptions by phone became less effective and much more expensive as the federal “do-not-call” registry was put in place, reports poynter.org. So, it has replaced telemarketing as a source of selling new subscriptions with “events marketing,” i.e., pitching a booth at a well-trafficked venue like the U.S. Open tennis tournament. The new sales channel has grown from a handful of local events mid-2000s to 850 events last year. About a third are in New York, and the rest national. Such events have become the second largest sales channel after the Web and that the program will expand further in 2011.
- Amazon is now selling more e-books than print or hardback combined, a marker that probably could have been hit much sooner if its digital books could be read outside the Kindle platform, writes paidcontent.org. As well, Amazon reports that its $114 ad-supported Kindle is now the best-selling of the homegrown e-readers. It took Amazon less than four years from the launch of Kindle in November 2007 to reach this point, a moment of much glee for CEO Jeff Bezos. In his statement, Bezos said: “Customers are now choosing Kindle books more often than print books. We had high hopes that this would happen eventually, but we never imagined it would happen this quickly—we’ve been selling print books for 15 years and Kindle books for less than four years.”
- Judy McGrath, one of the architects of MTV, is stepping down as chairman and CEO of MTV Networks, positions she has held since 2004. MTVN parent Viacom said a successor would not be named, writes multichannel.com. With McGrath's exit, the programmer's operating units will be headed by MTVN Entertainment president Doug Herzog, MTVN Music & Logo Group president Van Toffler, and Nickelodeon & MTVN Kids & Family Group president Cyma Zarghami. They will report directly to Viacom president and CEO Phillipe Dauman. McGrath started her career with the company as a copywriter for MTV in 1981. "The people of MTV Networks have always been singularly important to me. Together we have built world-class brands that connect with fans from kid to adulthood, from SpongeBob to Hot In Cleveland, from Unplugged to The Daily Show," said McGrath in a statement.
Ad Age 20110 Agency Report. Additionally, the U.S. advertising and marketing-services firms have added 23,100 jobs since ad industry employment hit bottom in February 2010. The study finds that the Big Four agency holding companies -- WPP, Omnicom Group, Publicis Groupe, Interpublic Group of Cos. -- in 2010 added 11,000 jobs (including acquisitions) after slashing 22,000 jobs in 2009, and the U.S. 2010 revenue for marketing-communications agencies -- including advertising, marketing services, media, health care and public relations -- rose 7.7% to $30.4 billion, a metric that tracked the performance of more than 900 U.S. agencies.
rVue’s free-of-charge hosted web-based analytics for digital out-of-home (DOOH) media have had a successful few weeks since the March launch, the company reports. The service provides businesses with proof-of-performance metrics such as network uptime, Internet connectivity, validation of network locations, playlist measurements and geo-tracking. Since launching the free real-time analytics program in late March, rVue has reached several milestones: Adoption rate of over 90% by networks presented the program, engagement with four of DOOH’s leading software solution providers, and more than 50,000 real-time network data points achieved in two weeks.
- If “The Oprah Winfrey Show” is seeking $1 million for 30-second commercials during the program’s May 25 finale, writes Bloomberg.com, the pricing would be at an all-time high for a nonsports daytime broadcast. The insights come from New York-based advertising company, Horizon Media Inc. The final episode of ‘Oprah’ -- in fact the final weeks of ‘Oprah’ -- will be a TV event,” Leslie Ryan, a CBS spokeswoman, but declined to confirm on the $1 million asking price.
Gotham Talk Radio's "In Your Face Politics" show hosted by New York politicos, Brad Gerstman & David Schwartz, will soon be heard on New York's hottest Talk Radio Station, AM 970, The Apple, starting Sunday Morning, March 27 from 10-11AM. Their first guest this Sunday will be former New York State Governor David Paterson. The emerging radio personalities are founding partners of Gotham Government Relations and Communications, one of New York's State leading full-service advocacy firms, according to a company statement.
The Interactive Advertising Bureau (IAB) today announced the winners of its 2010 Sales & Service Excellence Awards. The awards are given to individuals and organizations that have excelled in interactive advertising sales. The IAB Service Excellence Awards honor outstanding member contributions to IAB industry-related initiatives. Category winners include Scripps Networks (large digital sales organizations), Undertone (small- to mid-size digital sales organizations), Pandora (most innovative) and Turn (best newcomer). IAB, with Advertiser Perceptions, surveyed approximately 400 agency and marketer decision-makers to identify the winning sales organizations and individuals.
- Even if no broadcast stations participate, a government auction of 120 MHz of spectrum reclaimed from broadcasters would yield net proceeds of $33 billion, and maybe more. The estimate comes from the Consumer Electronics Association and wireless association, CTIA, both of which have been pushing the FCC to reclaim broadcast spectrum for advanced wireless, reports broadcastingcable.com.
While mainstream ad agencies have digital out-of-home (DOOH) on their radar and are allocating dollars to the medium, digital agencies have not yet adopted or fully understood the medium's capabilities, in a counter-intuitive digital divide, according to DOOH aggregator and strategist Adcentricity.