Media and Money

Archive for August 2009

disney and marvel
In an attempt to attract a wider audience of young males, The Walt Disney Company acquired Marvel Entertainment, Inc.

According to President and CEO of the Walt Disney Company, Robert Iger, this transaction combines Marvel’s strong global brand and world-renowned library of characters including Iron Man, Spider-Man, X-Men, Captain America, Fantastic Four and Thor with Disney’s creative skills, unparalleled global portfolio of entertainment properties, and a business structure that maximizes the value of creative properties across multiple platforms and territories. Iger believes Ike Perlmutter, the CEO of Marvel Entertainment, and his team have done an impressive job of nurturing those properties and have created significant value and that adding Marvel to Disney’s unique portfolio of brands provides significant opportunities for long-term growth and value creation.

On the Marvel side, Perlmutter says that Disney is the perfect home for Marvel’s fantastic library of characters given its proven ability to expand content creation and licensing businesses. “This is an unparalleled opportunity for Marvel to build upon its vibrant brand and character properties by accessing Disney’s tremendous global organization and infrastructure around the world,” says Perlmutter

Under the deal, Disney will acquire ownership of Marvel including its more than 5,000 Marvel characters. Mr. Perlmutter will oversee the Marvel properties, and will work directly with Disney’s global lines of business to build and further integrate Marvel’s properties.

Take a look at the top ten list of potential movies that Marvel fans will be sure to dread.

Twitter Ticker
This month, I will highlight some of the top-notch Twitter PR and marketing profiles that have found a way to combine their work, passion and expertise with social media/Web 2.0 in order to help others.

@DanSchawbel
Dan Schawbel is a leading personal branding expert for Gen-Y. He is the author of Me 2.0: Build a Powerful Brand to Achieve Career Success, as well as the publisher of the Personal Branding Blog and Personal Branding Magazine. He is one of those tweople who genuinely cares about his readers because he is always offering advice on how to improve their online presence and personal brand. Follow Dan for job searches, personal branding tips and advice, along with opinions and updates.

@PRSarahEvans
Sarah Evans is a public relations and new media consultant at Sevans Strategy. She is also a guest writer on Mashable.com. A self-described “social media freak,” she initiated and moderates #journchat, the top-trending weekly live chat between PR professionals, journalists and bloggers on the microblogging platform, Twitter. If you are a PR pro or writer, #journchat on Twitter is the place to be on a Monday night from 6 p.m. – 9 p.m. In July, Sarah turned a one-night fund raising effort into a three-week campaign drive raising more than $160,000 for a Community Crisis Center in Chicago, Illinois using social media.

@RyanATL
Ryan is new to Twitter, but that doesn’t make him new to PR and social media networking. As I interned at Hope-Beckham Inc. in Atlanta, GA, Ryan always passed along industry news from PR publications to job listings. I really looked up to him. What makes Ryan even more cool is that he volunteers for Kate’s Club, which is one of my favorite non-profits. He is a PR pro, a do-gooder and OK you got me…he’s a Red Sox fan.

@JoeFav

I hate eNewsletters, but I absolutely love the Sports Marketing and PR Pros Latest LinkedIn Newsletter from one of my favorite Tweople, @JoeFav. The Sports Marketing and PR Pros eNewsletter is designed to help its readers connect with up and coming brands, find careers through unique job postings, and even helps other blogs become more successful by suggesting new sites to check out. Funny how when I mention some of the top bloggers for sports and/or PR, Joe Favorito always comes up. I follow all of his social media profiles and he is totally approachable-in a social media sense. I am always anxious to see what he will post next.

@joePRguy

Joe Cockrell is a journalist-turned-PR pro who works with non-profits and start-ups. He is also the founder of a new modern nonprofit organization called “I Should Be In The News.” ISBITN is a nationwide community service provided by a network of volunteer PR and media professionals in which I also participate. Our mission is simple: to share the stories of the public mainly non-profit organizations.

Feel free to list some of your favorite Twitter profiles who are set to do good in order to help others.

Who would’ve thought Tiny and Toya would make BET history. Well, the network enjoyed a huge night in the ratings on Tuesday, August 25, as the season finale of TINY & TOYA, attracted more than 1.9 million total viewers. TINY & TOYA finished the season with an average of 1.8M viewers, making it the #1 original series in BET history, according to Nielsen Media Research.

The blockbuster night was capped off by the season premiere of the spin-off series, FRANKIE & NEFFE, which garnered 1.9 million total viewers. The premiere of FRANKIE & NEFFE stands as the #2 series debut in BET history. I have to admit, I was one of those viewers. I wonder, what is it about these shows that make it so appealing and captures such a huge audience?

I like to think of these shows like a bad accident, it’s hard NOT to watch. Nevertheless, they are making money, and maybe sometimes that is all that matters.

What do you think?

Harris Poll…One of the main purposes of advertising is to help consumers decide what products and services they should buy or use. With so many different types of advertising being used today the question becomes what types are considered most helpful, that is they help people decide what products or services to actually purchase and which ones are most likely to be ignored or disregarded? These are some of the results of a new AdweekMedia/The Harris Poll of 2,521 adults surveyed online by Harris Interactive between June 4 and 8, 2009.

What Ads Are Most Helpful?
Over one-third of Americans (37%) say that television ads are most helpful in making their purchase decision while 17% say newspaper ads are most helpful and 14% say the same about Internet search engine ads. Radio ads (3%) and Internet banner ads (1%) are not considered helpful by many people. Over one-quarter of Americans (28%), however, say that none of these types of advertisements are helpful to them in the purchase decision making process. Half of people aged 18-34 (50%) say television ads are most helpful while three in ten (31%) of those aged 55 and older say they find newspaper ads to be most helpful. There is also a slight regional difference. Two in five Southerners (40%) say they find television ads most helpful, while only one-third (33%) of Midwesterners feel the same.

What Ads do People Ignore?
Almost half of Americans (46%) say they tend to ignore Internet banner ads. Much further down the list are Internet search engine ads (17% of people ignore), television ads (13%), radio ads (9%), and newspaper ads (6%). One in ten Americans (9%) say they do not ignore any of these types of ads. There are age and regional differences. Half of those aged 35-44 (50%) and 51% of Midwesterners say they ignore Internet banner ads compared to 43% of 18-34 year olds as well as Easterners and Southerners. One in five Americans 18-34 years old (20%) say they ignore Internet search engine ads while 20% of those aged 55 and older say they ignore television ads.

So What?
While advertisers scramble to create their ad campaigns, one thing they need to remember is that, even if viewership may be down and even with the increased use of digital video recorders so people can fast forward through commercials, television ads are the most helpful to consumers. Also, while an Internet strategy is essential for a comprehensive ad campaign, Internet banner ads are not considered helpful by few and are ignored the most. People are more likely to ignore ads on their computers but are more likely to pay attention to those on their television.

Nielsen reports although the global economy may be on the verge of recovery, it has not yet translated into improved consumer spending or confidence, although consumers in the emerging countries – Brazil, India and China – seem to be more optimistic than others and are loosening their purse strings ever so slightly, according to the new edition of the Nielsen Economic Current.

In the U.S., consumers remain skittish. Shifts to private label brands continued at a strong pace, as they have for the last eight months, while consumers are shopping less frequently and spending less per trip. Canadians, on the other hand, are spending more per trip, and are taking advantage of retail promotions. Unlike in the U.S., private label brands are struggling to gain share as national brands step up promotional activity.

In Europe, the French remain relatively unchanged in their shopping. Value channels continued to see growth and more retailers were selling on promotion, leading to a modest increase in the amount spent per trip. Germans showed very little change in the number of shopping trips they took, nor did they increase or decrease how much they spent. Unit sales increased, however. In the UK, sales volume improved slightly from the previous month, while budget store brands’ growth slowed as consumers began returning to premium brands. British shoppers were also spending slightly more per trip. Italians continued to move to store brands and value channels, although they were reducing their shopping frequency. Spaniards, who have been among the most optimistic, have not seen that reflected in spending.
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Bloomberg reports that Google Inc.’s YouTube will let users get a portion of the site’s advertising revenue when a video goes “viral” and draws a wide audience.

A clip will qualify for the program if it meets certain criteria, including the number of views and its so-called virality, the company said today. Users who regularly produce content can already make money through YouTube’s ad-partnership program. The new policy would apply to one-off hits.

Running more ads on viral videos will increase revenue for both users and YouTube, helping bring the site closer to its goal of turning a profit. One-off YouTube hits include “Battle at Kruger,” a showdown between buffalo and lions, which has racked up more than 45 million views. “Otters Holding Hands,” another viral hit, has drawn almost 13 million views.

“There is a huge amount of money to be made,” Tom Pickett, director of online sales and operations at YouTube, said during a conference call with reporters. “We have hundreds of millions of views a week that are monetized. We continue to grow that aggressively.”

Google Chief Executive Officer Eric Schmidt said last month that he is now more optimistic about YouTube becoming profitable. Google doesn’t break out specific revenue numbers for YouTube, the most popular Web site for viewing videos.

Google, based in Mountain View, California, rose $2.64 to $471.37 at 4 p.m. New York time on the Nasdaq Stock Market. The stock has climbed 53 percent this year.

‘JK Wedding’

While the company had offered the ad-sharing program to some one-time hits in the past, YouTube will now officially adopt that approach. Users will get a message when their clip qualifies. Pickett declined to say how many views a video needs before it’s invited to join the program.

YouTube only sells advertising on clips that are part of the ad-partner program, Pickett said. In some cases, outside parties can get ad revenue from a video they didn’t create. That happened with the “JK Wedding Entrance Dance,” which used music from Chris Brown. His recording company, Sony Corp., received a portion of the ad revenue.

Extending the program to one-time video hits will expand the number of people getting ad revenue from thousands to “tens of thousands,” Pickett said.

On the heels of last Thursday’s record-setting launch of Lifetime Television’s hit unscripted series Project Runway, Drop Dead Diva, the Network’s all-new, one-hour comedic drama series, delivered its highest ratings ever last night among Women 18-49 (1.8), a 16% increase over the season-to-date average, and Women 25-54 (2.0), a 13% increase over the season-to-date average. The Series, which airs Sundays at 9 PM ET/PT and stars break-out actress Brooke Elliott and popular comedienne Margaret Cho, averaged nearly 3 million Total Viewers (2,903,430 P2+), up 7% versus its season-to-date average and posted a 2.4 Household rating, up 10% from its season-to-date average.

Last week’s eagerly anticipated launch of Project Runway on Lifetime was a resounding success. The award-winning series generated a 3.2 rating among W18-49 (a 28% increase over the series’ season five premiere) and a 3.3 rating in Households (up 32% from the season five premiere) on August 20, at 10PM ET/PT. The debut of Project Runway was the highest rated and most watched series premiere in both the Network’s and program’s history in key demos, and it was the highest rated and most watched competitive reality premiere in ad-supported cable for 2009 in the major demos.

Its companion series, Models of the Runway, which premiered at 11PM ET/PT, generated a 1.4 rating among W18-49 and a 1.6 Household rating, averaging 1.9 million Total Viewers. Lifetime kicked off the launches of Project Runway and Models of the Runway with the two-hour special, Project Runway: All-Star Challenge at 8PM ET/PT, which secured a 2.2 rating in W18-49 and a 2.3 Household rating, and averaged 2.9 million Total Viewers. Lifetime dominated the night from 8 to 11:30 PM, as it ranked as the number one rated and most watched ad-supported cable network across key demos: W18-34, W18-49, W25-54, W18+, A18-34 and A18-49. Lifetime also out-delivered all broadcast networks in Prime among W18-34 last Thursday.


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