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al berrios
IMKTG REPORT 11.05.02: Google, Teen Mktg, Univision; more
THIS WEEK'S CONTENTS ARE:
[1] JUST SAY IT: Vote! NYNMA, ABC, AWED
[2] BRANDSTRATEGY: Google's Brilliant Product
[3] CONSUMERFOCUS: The Problem With Teen Marketing
[4] MEDIA: What if Hispanic Radio & TV Were Considered
the Same Thing?
[5] MANAGEMENT: Brands Become Publishers
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[1] JUST SAY IT: Vote! NYNMA, ABC, AWED
>> "We can't outlaw rude people," [Travis Larson, spokesman
for the Cellular Telecommunications and Internet Association] says. "We
can only hope to educate them."
Good afternoon execs,
Vote! al berrios iMarketing is endorsing Alan Hevesi for State Comptroller.
Why? Experience. He's managed NYC's money successfully. If the Comptroller
exists is to take good care of NY State's funds, what other qualifications
do you need than having successfully
done it before? (DISCLOSURE: I met the guy. I've met his team. If a man
can be judged by the quality of those he keeps around him, then Hevesi couldn't
screw up even if he tried. I haven't met Faso.)
Also, our good friends over at the New York New Media Associate (NYNMA) have
expanded their resources and put together a very serious Technology Showcase.
Interested in seeing the most cutting-edge tech, register. Interested in meeting
VCs, lawyers, (honest) bankers, and (non-weasely) accountants, register. It's
happening this Thursday, November 7th, at the Met Pavilion, 125 West 18th,
st, b/w Broadway and 6th ave, NYC. Register.
This Thursday is also the Audit Burea of Circulations Annual Conf and the
Waldorf. Every major piece of media-related news came out of the American
Mag Conf and the Goldman Sachs Communicopia in October, so I'll be checking
this conf out too for you.
Next week Tuesday, our friends over American Woman's Economic Development
Corporation are hosting their technology expo for Providers of Technology
Services to Small Businesses. Check
it out.
Why go to a conference, when you can actually find out every detail about
it from reporters, analysts, & other attendants? If you already know everything
going on in your industry, if you are a key figure in the industry and people
want to know what you're doing, if you're just a smaller player with no clients,
budgets to spend, or employees to send, you go to meet each other. Period.
See you there.
As you can see, I'm keeping quite busy. What till next week lots of interesting
updates. Enjoy the rest.
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[2] BRANDSTRATEGY: Google's Brilliant Product
If you're time constrained, locating the precise info you need becomes a valuable
service. And if saving time is something consumers consider valuable, Google
is the most powerful consumer company today. Google's technology is so necessary
to consumers, that one company in the software space sued them because their
#1 ranking in a Google category was replaced by a new #1. Another is making
Google the sole revenue source for their new business model. But is Google
too powerful? What if Google decides to alter its algorithms one day and show
biased results based on moral or political beliefs, like it has recently done
in France and Germany with Nazi and Supremacist links?
BOTTOM LINE: Consumers don't surrender choices ever. So Google isn't likely
to manipulate mass consumer decisions. But what shouldn't be overlooked is
Google's strategy for becoming more of a necessity to consumers, making Google
a necessity to the companies that want to reach consumers. Google's success
is guaranteed because it focuses on the consumer's most precious need - time
- not because it comes up with really nifty ways to monetize its content or
technology. Is your business serving the consumer or shareholder?
READ MORE:
Google
sued over site ranking
Google Gains Virtual Ground
(Share of search: Altavista 2.4%; Terra Lycos 3.0%; AOL Search 3.5%; MSN Search
9.4%; Other 4.3%; Yahoo 20.6%; Google 55.1%)
http://www.nytimes.com/2002/10/25/technology/25GOOG.html?todaysheadlines
http://cyber.law.harvard.edu/filtering
Report:
Google search results vary by location
Google
Filters Sites in France and Germany
New
Portal Asks, Who Needs Ads?
http://www.myway.com
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[3] CONSUMERFOCUS: The Problem With Teen Marketing
Continue >>
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[4] MEDIA: What if Hispanic Radio & TV Were Considered
the Same Thing?
This bit of news wasn't widely covered, so naturally, I found it and want
to present my views on it to you. TV & radio are currently two separate
things and you can own one TV and one radio broadcaster in the same market.
But the FCC is attempting to define markets where these two separate media
exist as one joint Hispanic market, in order to have an anti-trust case against
Univision purchasing radio broadcaster Hispanic Broadcasting Corp., which
would effectively give Univision complete control of Spanish-language broadcast
content in most of the country. Obviously, I don't have to point out the implications
of such a union. But technically, it shouldn't really matter, since the Spanish-language
market isn't big enough to cause a raucous unless they were aggregated, increasing
the size of the market, and share of audience.
BOTTOM LINE: When it comes to any other media or demographic segment, joint-markets
help regulatory clearing for media companies to merge. But in this case, the
fact that the FCC has to resort to this last-minute tactic speaks volumes
about their poor understanding of this demographic segment of the country,
and the quiet power Univision has been amassing, un-checked by competitors
or regulatory agencies. Univision selected a niche and thrived. They have
put their niche on advertiser radar screens. As this niche becomes more prominent
and important for advertisers, Univision will become something like a Microsoft.
It won't escape regulatory headaches anytime soon, so if you own the stock,
get ready for a rollercoaster and an ulcer.
READ MORE:
THEORY
THREATENS UNIVISION DEAL
Clear
Channel: SBS abusing Univision merger review
http://biz.yahoo.com/oo/021025/77050.html
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[5] MANAGEMENT: Brands Become Publishers
When your print media vehicle just isn't cutting it for you anymore, custom
publish your own magazine. This strategy has become so popular in recent years
that almost every major magazine publishing house (and some ad agencies) offer
the service. But does it make sense to print magazines if your core competency
is making cars?
BOTTOM LINE: It's important to stay in touch with your customers. Custom publishing
is a great way to do that, in addition to newsletters, email, direct mail,
and other relationship marketing tactics. However, custom publishing is so
effective because it tells your brand's story. It allows you to control everything
from the editorial to the aesthetics of your brand. (BMWFilms.com exists for
a reason). But the most important attribute to custom publishing is that when
done right, works to position your brand exactly how you want it. What better
return on your investment do you need than that?
READ MORE:
PUBLISHERS
FIND A MAGAZINE NICHE
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public information sometimes referenced via hyperlinks. Any similarities or
likeness to any ideas or commentary from any other sources not referenced
is purely coincidental. al berrios & co. cannot control any results occurring
from advice obtained from this publication nor any opinion(s) conveyed by
any reader of this publication.
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