IMARKETING REPORT 07.30.02: Younger, Bigger Web; NYC's Diversity; Popped-out
>> Where's my Prozac?

 

Good afternoon execs,

So, remember Eli Lilly was mailing
Prozac like it was Fingerhut sweep-
stakes last week... and emailing
Prozac user info all over the place?
Well, they got sued and 8 people
were tarred and feathered over it.
This should be a case study.

CONTENTS:
1. BRANDS&INSIGHTS: Web Gets Younger, Everyone Else, Older
2. CONSUMERFOCUS: 270 Publications for NYC's Ethnic Population?
3. MEDIA&CONTENT: Online = More Audience Than TV
4. MGMT&OPS: Online Publishers Stop Pop-ups To Visitors

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1. BRANDS&INSIGHTS: Web Gets Younger, Everyone Else, Older

About three weeks ago, my iMarketers
told me that traffic had been decreasing
online. Our assessment was that there
were less people online during the sum-
mer. Duh! Last week, comScore Media
Metrix "found that the combination of
warm weather and summer vacations
continued to keep Internet usage light
during the week of July 14, with the
seven-day audience decreasing 3.8% to
88.8 million unique visitors." That's OK
though, because offline media auds
have been getting older, which means
more young people are gravitating towards
the web. So, although traffic is a little
light, it's no biggie, 'cause the demo
is getting more attractive. With more
people adopting higher speeds to get
online, (12.8 MM according to the FCC)
is it any wonder other media are loosing
aud?

BOTTOM LINE: So you're going in
to do a presentation to your "white whale"
client. You've thrown everything at
them along with that sink. Then as you
finish your argument, you're confident
it's in the bag, the person behind the
conference table says to you, "yes, but
we already have a web site and it's doing
just fine." Did this person not listen to
the cost savings in working with you?
Did this person not care about "proven
experience"? Whatever the case, you're
left trying to justify your existence all
over again, but without really answering
their question, because they never really
asked one. If you're reading this, and
you're in charge of making marketing
decisions, remember that your consumers
can no longer be reached the same way
they used to and it takes a different kind
of strategy to help you reach them. Pass
it on to your fellow marketing execs.

READ MORE
http://www.btobonline.com/daily/, for July 23, 2002
http://people-press.org/reports/display.php3?ReportID=156
http://www.usatoday.com/usatonline/20020723/4297585s.htm

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2. CONSUMERFOCUS: 270 Publications for NYC's Ethnic Population?

Yeah, that's right, 270! Can you believe
that. Where have you been, right? Off
the top of my head, I can probably name
the major ones, 5, maybe 6. But 270?!
Is NY really that big? And do you really
reach everyone you're trying to reach when
you buy ads in the top 6. How can 270
be sustained in a single market?! "A new
survey, published by the Independent Press
Association-New York, finds that the number
of newspapers and magazines published in
New York City is continuing to grow, hitting
270 publications that target the diverse
population of the biggest U.S. city". "The
study found that over 60 ethnic groups publish
newspapers or magazines in 42 languages,
and nearly half of the publications in the
survey use a language other than English,
while 14 percent use more than one language.
The survey found dailies serving communities
including blacks, Greeks, Israelis, Italians,
Russians and Serbs. Six dailies are published
for people of Chinese descent, five for Ko-
reans, four for Hispanics and three for Poles."

BOTTOM LINE: Do you work with a
media buying agency? If so, are you sure
they're offering you the best ways to reach
a consumer? Yeah, they have their jobs
cut out for them, they have to track all
media, figure out the best way to use
them, and understand their audience before
even suggesting to you their plan of attack.
However, the NY market is a really great
place to understand media and consumers.
Just think about how many niche consumer
segments the market's broken up into in
order to sustain that many daily publications.
Now, the fact that some can even exist
with a 5,000 circ should help you understand
how fanatical and response this audience is.
And naturally, since the circ is so low,
their prices are probably next to nothing.
Niche brings in anywhere from 20-50%
response rate, depending on age of pub,
media, and execution of ad in pub. Just
imagine getting these kind of results for
months at a time? And that's the power
of niche.

READ MORE:
http://www.hispanicad.com/cgi-bin/weeklies/weeklyarticle.cgi?article_id=307
http://www.comscore.com/news/cs_hispanic_050702.htm
http://www.ncmonline.com/content/ncm/2002/apr/0423_pr_survey.html
http://www.ncmonline.com/media/presentation/survey/
http://www.roslowresearch.com/recent.ihtml

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3. MEDIA&CONTENT: Online = More Audience Than TV

I know you heard: Doubleclick has
been going nuts talking about their recent
study that indicates the online audience is
as large as the TV audience. "The Inter-
net's most popular sites consistently deliver
larger audiences than television's most-
watched programs and are comparable in
reach to popular consumer magazines".
Keep in mind, this study was commissioned
by a company with a lot of interest in getting
more of a company's marketing budget
shifted to the internet. However, it did make
a big deal about showing how important
magazines are in delivering mass audiences.
In the same week, E-Poll released a web
survey saying that 70% of consumers pay
a lot of attention to TV ads, while 34% pay
attention to internet-site ads, and 31% pay
attention to email ads. That's right, they
found this out from a web survey. hehe.

BOTTOM LINE: The previous two "BOT-
TOM LINES" in today's issue have painted
a very unavoidable picture of how the internet
has changed consumer media habits. Now if
only marketers can change marketer mar-
keting habits to coincide better with how their
consumers have changed. The biggest hurdle
to accepting the internet as the best marketing
platform from where all other marketing ini-
tiatives should be launched is time. Yes, there
are plenty of people to reach online now, but
there's just as many offline. And even though
just about anything you can do offline can now
be done online, the consumers most likely to
not make a major distinction are not yet old
enough to control this country's wealth. So,
my fellow agency people, don't stress it if
your clients are not allocating the kind of
dollars you need to make things happen to
your internet project. The time will come
when not only will the consumer landscape
be ready, but chances are, the marketing
personnel that you're working with is part
of that consumer group, making it easier
for you to do your job.

READ MORE:
http://www.dmnews.com/cgi-bin/artprevbot.cgi?article_id=21061&dest=article
http://www.internetnews.com/IAR/article.php/10789_1432181
http://www.imediaconnection.com/content/news/072502.asp
http://email.BroadcastingCable.com/cgi-bin2/flo?y=eH2A0Fh7Mb0DdH0BpFF0Aa

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4. MGMT&OPS: Online Publishers Stop Pop-ups To Visitors

Here's some interesting stuff: iVillage
will eliminate pop-ups and AOL plans
on reducing them by 90% all in an effort
to make consumers happy. Sources
within iVillage tell me that consumers
have been extremely upset, sending
"complaints and nasty emails" about the
site being "flooded with popups". And it's
no secret that as soon as you log on to
AOL, you're greeted by any number of
ads before you can access any content.
Turns out advertisers are still interested in
click-throughs, even from a proven women's
content portal like iVillage. That's all they
want because click-throughs are still high.
IVillage's own research shows that "92.5
percent of women visitors to the site con-
sidered pop-ups to be the most frustrating
feature of the Web" however, they're still
being served. What's the problem?
Pesach Lattin of Adbumb.com says it best
when he rails media for their squashing of
innovative ad formats. Turns out there are
no creative types online and even fewer
risk takers. This is depressing: Here we are,
on the cusp of the internet stealing away
every desirable demographic from traditional
offline media, and agencies and advertisers
can't dedicate enough talent to coming up
with better ways to communicate online.
Sure, you have the occasional promotion,
where the publisher wraps special editorial
in some special section to some special
portion of his audience, but is really that
innovative?

BOTTOM LINE: Innovate or die. Manage-
ment's oldest philosophy. So what makes you
think it doesn't apply online? If you want to
reach the consumer of the 21st century, you've
got to start addressing them how they want
to be addressed, you've got to start asking them
more questions, listening to them more and
you've got to start responding to what they're
telling you. Wonder why eBay is so success-
ful? Because they listen and react to their
customers.

READ MORE:
http://www.dmnews.com/cgi-bin/artprevbot.cgi?article_id=21135

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