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October 1, 2007
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News for the advertising, media, and marcom industries

  Top Story 
  • Analysis: Avoiding ad burnout
    Advertisers are careful not to overuse their commercials so as not to bore or irritate viewers, according to a Wall Street Journal writer. With the arrival of digital technology, marketers can now rework their ads and distribute them in various channels other than TV, which lessens the probability of wearing out the storyline. The Wall Street Journal (free content) (10/1) LinkedInFacebookTwitterEmail this Story
 The US wireless advertising market landscape
In the last few months the US has experienced a palpable and growing interest in wireless advertising coming from the different market stakeholders in very big industries. Within the next five years wireless will be a serious, established channel for advertisers. Use this report to establish your position in the value chain.

  Agency News 
  • Mediaedge:cia lands Monster's consolidated account
    WPP's Mediaedge:cia is adding domestic media buying and planning chores for Maynard, Mass.-based job search site The agency will consolidate domestic duties with the global chores already on its plate for the Net jobs site. Mediaedge takes over mainly U.S. and online and offline work for the account from Interpublic Group's Deutsch, according to this article. Adweek (9/28) LinkedInFacebookTwitterEmail this Story
  • Kraft wants grilled cheese back on the menu
    Independent shop Nitro is unveiling a multiplatform campaign for cheese brand Kraft Singles that focuses not on the product itself, but on the grilled cheese sandwich buyers can produce. The campaign features TV and print advertising as well as a MySpace channel where users can submit videos in honor of the grilled cheese sandwich. (10/1) LinkedInFacebookTwitterEmail this Story
  • Chevron shows human side of science
    Chevron Corp. has launched a worldwide corporate branding effort to position itself as a reliable energy producer with eco-friendly initiatives. Independent shop mcgarrybowen tapped cinematographer Lance Acord, whose credits include "Lost in Translation," to direct journalistic spots pairing images of oil drilling with those of people engaged in daily activities. Adweek (9/28) LinkedInFacebookTwitterEmail this Story
  • Column: The DVR could help shows on the bubble
    The inclusion of households with DVRs in the Nielsen ratings could prove a boon for series with a lower regular audience, but a significant following in playback among adults 18 to 49, according to TV writer Scott Collins. The new system also should benefit scripted series, for which live viewing is not as important as it is with reality shows, and could lower the reported median age for the networks, since those using playback tend to be younger, Collins writes. Los Angeles Times (10/1) LinkedInFacebookTwitterEmail this Story
  Trends & Research 
  • Survey: Word-of-mouth is most trusted
    According to an international survey by Nielsen BuzzMetrics, 78% of respondents trust other consumers' personal recommendations for products and services, making it the most trusted form of advertising. The survey also found that 61% trust consumer comments posted online. International Herald Tribune (9/30) LinkedInFacebookTwitterEmail this Story
  • For newspapers, not all circulation drops are bad
    Major U.S. newspapers are selling around 10% fewer editions compared to 2000, a loss that is due in part to the Web but also an intentional decision by publishers to save on marketing and delivery costs by cutting circulation. The subscription "churn rate" -- the number of people who cancel their newspaper each year divided by the total number of subscribers -- has gone down from 54% in 2000 to 36% last year, according to the Newspaper Association of America. (10/1) LinkedInFacebookTwitterEmail this Story
  • Print challenges Web with its own interactive ads
    Seeking to increase their interactivity, print magazine marketers are trying all kinds of gimmicks -- including temporary tattoos, flashing lights and "taste strips -- to get readers' attention. "The average American adult is exposed to about 3,000 advertising or brand messages a day," said Rob Gregory, group publisher of Maxim. "If you're going to be that one in 3,000 that gets remembered -- or even noticed -- you have to have something that is unprecedented." USA TODAY (9/30) LinkedInFacebookTwitterEmail this Story
  • Starbucks offers music to go
    Starting Tuesday, customers at Starbucks in New York and Seattle will be able to download music being played over store speakers to their iPhones and laptop computers via iTunes. The move is just one way marketers are looking to entice consumers to make impulse purchases using wireless mobile technology. (10/1) LinkedInFacebookTwitterEmail this Story
  Association News 
  • Keeping Up With the Changes in New Media

    The American Association of Advertising Agencies North Texas/Oklahoma Council will present an informative day of topics covering many aspects of the digital and emerging-media landscape, on Oct. 4, in Dallas, Texas. Just some of the subjects to be addressed include:

    • How a top media leader merges the digital with the traditional
    • Performance media metrics -- how to make them work for your clients
    • The recent emergence of mobile advertising -- how to use it
    • The rapidly changing face of social networking and online video.
    The keynote speaker is Gordon Crovitz, publisher, The Wall Street Journal. Learn how the Journal has been on the forefront of blending traditional media with the emerging digital space to truly reach their core audience in this dynamic era. For more information, including program agenda and registration form, visit the AAAA Web site. LinkedInFacebookTwitterEmail this Story
  • Agency Value Creation Center
    News, events and advice on agency compensation matters...
    "Send Traffic, a division of Traffix Inc, says it has eliminated the agency fee and is charging clients on a strictly cost-per-click basis." Excerpted from "Should Cost-Per-Click be the Way to Get Paid in Search Marketing?" by Megan McIlroy (Advertising Age, August 2007). LinkedInFacebookTwitterEmail this Story
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Top five news stories selected by 4A's SmartBrief readers in the past week.

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There are several good protections against temptation, but the surest is cowardice."
--Mark Twain, American writer

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