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Tue, August 25, 2009
So, there's been a ton of buzz as of late about rumors of many of the major news publishers getting together, led by Rupert Murdoch, to discuss a larger strategy of charging consumers for online content. This has been talked about plenty of times in the past and a few of the major online publications do charge for content but I do get the feeling that there is new pressure beginning to heat up for the leading news publishers to begin getting their revenue figures back up. Online is the one place that many feel has the best growth potential opportunities in the current market place.
Personally, if me paying a couple bucks a month helps ultimately save the leading news organizations - I'm game.
Print advertising is plummeting and online advertising has slowed. In addition, there is no evidence that the current business model will ever be able to slide lost print revenue into filling online inventory. While cost-cutting efforts have been making the finanical reports seem hopeful, these are short-term fixes and over time the popular news media need to figure out new revenue streams that have legs.
It’s clear that Google’s expansion into aggregating news has really rubbed many in the newspaper business the wrong way.
According to the news publishers interviewed in the attached story, "we can no longer stand by and watch others walk off with our work under misguided legal theories. We are mad as hell, and we are not going to take it anymore." Wow.
Read the following story and I suggest you keep a very close eye on this.
Read on.
Wed, January 21, 2009
Over the past quarter, we ran a survey online that aimed to dive deeper into theatergoers’ behavior and preferences online. While there is a lot of information we took from the research, I pulled out two specific focuses of the research that I think many of you would find interesting. The first bit of information surrounds social networking and usage by website and age group. In short, is it just younger audiences connecting through social networks and which social network do they actually prefer – MySpace or Facebook? The second bit of information is on text messaging usage by age group. The real issue we were trying to understand here was do older audiences feel comfortable text messaging.
Before I share the data, here are a few important points about the survey. We had a little over 1,250 surveys completed in full. We offered no incentive for those to complete it and it ran across a variety of Broadway show websites along with email lists to past ticket buyers. The surveys were completed in October through December of 2008.
Onward with the information…
Social Networking Usage of Theatergoers
The first bit of research I wanted to share was some information we learned on the social networking front. Social networking, particularly Facebook, is a very hot topic right now and will continue to be over the next year. So, we wanted to dive in and see what actual ticket buyers are doing in the social networking space.
When we asked the 1,250 folks, “Are you part of a social networking website such as MySpace or Facebook?”, 45.3% answered “Yes” while 54.7% said “No.” Interesting, huh? Well, let’s make it a lot more interesting by looking at the age breakdown by usage.
Social Networking Usage by Age
18-24 years old (95.3%)
25-34 years old (71.1%)
35-44 years old (48%)
45-54 years old (30.5%)
55-64 years old (21%)
So, before I continue, let’s keep in mind that these percentages are most likely higher than the ‘average person’ because these people are completing the survey online (meaning they are more online savvy to begin with). With that being said, these numbers pretty much paint a direct correlation by age and usage of social networks. No major surprise to me here – but, the big question you must ask yourself is if the usage percents are high enough to justify you using investing in participating in the social nets in a way that justifies the expense. When I say expense, I mean the time, commitment and actual costs that are required to have a meaningful presence.
Finally, one more bit of research that I think you’ll find interesting on this topic. When asked which social network that they used, a whopping 83.4% said Facebook with MySpace coming in a far second at 37.6%. There was nothing even close after that and we listed at least another ten so-called popular social networking platforms.
Beware of the hype surrounding social networking – it’s the Wild West right now as there are a lot of false promises and, quite frankly, ‘scare tactics’ that your brand needs to be on Facebook. The reality is, your marketing plan and goals will determine that – not hype. Know “the what” you are getting into first and fully understand “the why” before jumping in – I’ve seen it backfire in a bad way if you don’t.
Text Messaging Usage of Theatergoers
You know my stance on mobile marketing, so I couldn’t possibly offer up some research that didn’t include data on mobile marketing. When asked, “Other than making phone calls, which of the following do you use your cell phone for?” take a look at the % of respondents by age that say they use their phone for text messaging.
Text Messaging Usage By Age
18-24 years old (92.3%)
25-34 years old (84.9%)
35-44 years old (81.3%)
45-54 years old (69.5%)
55-64 years old (52.4%)
So, it’s not just kids text messaging. The bigger question here is which mobile marketing concept/application makes the most sense for which age group. I have my hunches here based on campaign performance we’ve been seeing as of late, but want to do more research to try and support those hunches.
I hope you found this helpful. There was a lot of other interesting information we have from the survey which we will be talking about in client meetings over the coming weeks. We will have (what I think will be) even more interesting data to share next quarter as we expand our research efforts. If there are specific issues or research you would like to see from us, please don’t hesitate to send me a note. Your feedback is helpful.
Wed, May 09, 2007
Blogs are still a hot topic, and I came across this interesting article that I think is a must read for anyone interested in starting a blog. We all know the reasons why you WOULD WANT to start a blog, but this article touches on the ten reasons why you WOULDN’T WANT one. The fact is that having a blog that actually works to meet your marketing objectives takes a witty writer, a compelling storyline and a dedicated person (or team) to manage it. The web offers millions of pages of content to read – you need to give them a reason to read yours and a reason to keep on coming back. It’s no easy task.
I’m not saying that blogs can’t be effective for a production – I’m simply pointing out there are a variety of possible pitfalls you must be aware of if you expect to succeed.
Click here to read the full story.
Sun, February 04, 2007
According to a new study examining consumers' attitudes towards digital media, “as the public at large becomes more connected to digital media, the more engaged they become in primetime television programming.” David Poltrack, Chief Research Officer for CBS Corporation and President of CBS Vision, concludes "... By offering (consumers) new ways to connect to their favorite shows, whether it's websites, podcasts, ringtones or other mobile features, we've been able to deepen the bond these fully connected viewers have with our programming."
I must say that when the TV station is the one releasing the report, I’m a little skeptical of its findings. Overall though, I agree with the point they are making on how the two media channels ultimately strengthen each other when integrated correctly.
Read more.
Mon, June 19, 2006
CNN.com is about to launch six new video podcasts aimed to recruit younger viewers. What's interesting is that they are actually 'investing' in podcasting (rather than just recycling content) by creating footage exclusively for four of the podcasts.
To me, podcast - schmodcast... CNN better hope the content is engaging enough to a younger base or this will fall flat on its face no matter how the content is delivered.
Click here to read more.
Tue, April 18, 2006
Yes, we've all heard of MySpace by now and many productions already have one. But, it's not just having a MySpace set-up that encompasses a social networking marketing strategy. Nor, is running an online banner advertising campaign on MySpace (or other social networking sites) the answer to engaging the powers of social networking.
It's much more than that.
Social networking involves engaging online users. It involves opening and entering online communities with like-minded people or those that would most likely want to learn more about your brand. It involves giving users unique, viral content and giving them a reason to return.
In short, like any successful community, you need to give in order to receive. This could be a blog from cast members, behind-the-scenes video, audio snippets, live chat with fans, etc. The key is to keep it new and fresh.
Simply creating a MySpace and not having a maintenance strategy is not only a waste of time - but, can actually hurt your brand by looking stale and boring. Remember, in the MySpace world, both good and bad comments can flow freely.
Is MySpace right for everyone? NO. It certainly skews a bit younger which is not the typical Broadway theater going audience. But, for productions actively seeking to engage a younger audience, MySpace could be an essential component of your online strategy.
Here is a list of best practices from Clickz writer Mark Kingdon that you should consider before jumping into the MySpace world.
- Know your brand. Take stock before you jump in. Social networks are built by users who post profiles, connect with one another, and communicate actively.
- Get ready for a wild ride. When you jump into a social network, you jump into a community in which individuals produce the content and are largely uncensored.
- Respect the community. It's a club and you don't really belong. Most social networks aren't about advertising or commerce per se.
- Don't advertise. Connect and engage instead. Sure, you'll see banner ads on social networking sites, but that's not a particularly powerful way to leverage the network's strength.
- The network effect is real... and fast. Use it, or get out of its way.
Click here to learn more about social networking and creating the right MySpace strategy.
Fri, February 24, 2006
The Internet has moved into the spotlight during this year's Olympic coverage.
According to Clickz.com, "current Olympic coverage and promotion is creating important new rules in how content is created, distributed, valued, and marketed."
It shows how the website is proving to not simply complement the coverage of the games, rather serve as a substitute for many viewers around the world.
We encourage everyone to look at the official website to see first hand how this is changing the way content is being distributed and how advertising will ultimately be effected.
You will notice 'on demand' access to specific events, rich media sponsorship of video coverage, "alert me" links for future events and even a "zip code" option to localize all of the content to your specific city.
This really is an incredible case study of how television and the online world can work so well together.
Click here to read more about the coverage from Clickz.com.
Mon, February 06, 2006
Well, Mark Burnett has inked a deal with AOL to produce a new online-only broadband video reality series.
What's most interesting as you will read in the article is that they are investigating the implementation of "hotspotting" technology which is simply adding interactivity within the video frame.
Imagine watching a movie online and at any point you could click on any part of an actors clothing and be directed to where you can purchase the clothing? We would guess this technology is still some time away before its widely implemented but, its day will come.
We think this technological advancement would clearly raise the effectiveness of product placement.
Click here to read more.
Fri, February 03, 2006
The web presence of The New York Times has moved from being 'ancillary' to being 'core' according to Arthur Sulzberger Jr, Chairman and Publisher, The New York Times at a recent World Economic Forum.
Look out - that may be the code word for "raise rates" and to lower the gap between print revenue and online revenue.
It's important to note that while the print version of The New York Times still provides most of the revenue, there are actually more readers accessing the online version of the publication.
The reporters also added the following which we found interesting:
"Similarly, Sulzberger said, readers who might drift to [news] aggregators at first would always come back to the Times for quality news. The average reader of the daily version of The New York Times is 43 years old; for the Sunday version, he or she is 45. Sulzberger said that these numbers have not changed in a decade. To him this indicates that teenagers may get their content from the Internet, but when they begin to have to rely on information later in life, they go to the Times."
From an editorial standpoint we would agree with the above statement. But, they better hope their technology keeps up with the demands of the younger generation if they expect this trend to continue.
Click here to read the full story.
Mon, January 23, 2006
We'll be the first to admit that we hate comparing theatre to the film industry. Price point, accessibility and the consumer experience and are on complete opposite sides of the spectrum.
With that said, we do think there is something in this recent study completed for the film industry that we believe has some synergy with the theatre world.
The new report says "online ads for theatrical film releases are most effective four weeks before release date."
To us, this makes total sense. Ad impressions can start the conversation with a prospect. The buzz comes when that conversation extends outside of the advertiser's communication channel. This involves ample time to allow for the word-of-mouth to spread effectively.
The report offers a few tips that you could keep in your plan for future buzz campaigns.
- Leverage the "buzz factor" early to generate awareness.
- Creative content is still key.
- Rich media, especially online video ads, are highly recommended.
- Weekend advertising is especially effective.
Click here to read the complete study.
Mon, November 14, 2005
With the rapid growth of cell phone usage, there is a large opportunity on the horizon for enterainment marketers. Google and many other companies are jumping into the game to offer free content which would be available on cell phones.
At the touch of a few keys on your phone, you could find local entertainment options. We are currently looking into opportunities into this new space and will keep you posted as we learn more.
Click here to read the complete story.
Mon, October 03, 2005
Termed CGM, or consumer-generated media, it is already having an effect on many of your productions.
Simply stated, CGM is comprised of message boards, chat room and other places online where people voice their opinions on products and services. Think NYTimes.com fan reviews or Amazon.com's user reviews.
So, how does this effect theater marketers?
Well, a new study found that "active ad skippers" -- people who, with or without DVRs, reported deliberately skipping over ads on TV -- were 25 percent more likely to participate in Internet message boards, forums and blogs.
In short, it is essential to keep a close eye on your production's buzz online. People bypassing your advertising messages are looking elsewhere to make their decision on whether or not to see your production.
Click here to read the complete story.
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