Avertising Headline Round Up
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Kmart Launches 'Urban Direct'In a dramatic shift away from the traditional FSI, struggling Kmart will launch a lifestyle newspaper supplement called Urban Direct that will be inserted into newspapers in nine markets. Editorial will include interviews, articles and �product offerings that resonate within urban communities.� �We approach this as a �Parade� type of concept that will allow us to reach the customers located in those markets with information that matters to them,� said Kmart spokesperson Susan Dennis. �It�s built into our ad plan.� Sony Says Consolidation Leads to Bland TVSony Pictures and MediaCom claim that it is over consolidation that has led the glut of "bland" programming such as the latest fad of reality shows. Sony and MediaCom are part of the Coalition for Program Diversity. The Coalition for Programming Diversity will ask the FCC to require that 25% of all prime time network programming be independently produced. "Reality programming targeted for youthful demographic audiences has become the preferred form of low-budget network programming," said the CPD in the FCC filing. CPD wants a return to the "fin-syn" rules which governed the networks financial interest in syndicating originally produced series. "In this unregulated environment, the commission's goals of promoting diversity and competition are being trumped by the networks' obsession with increased profit margins," wrote the coalition. "Predictably, the blandness and sameness of that programming attracts smaller audience shares -- and that in turn forces the broadcast advertiser to pay more for less audience reach. Ultimately, this nexus results in a double negative for both the advertising industry and consumers," the CDP filing stated. If this does anything in the way of reducing the plethora of reality television, I am all for it. MarketingFix Online Advertising HeadlinesFrom MarketingFix: Internet marketing and media news aggregation and analysis from dozens of sources provided with insight, brevity and occasional sarcasm. New York Times Digital to Offer Premium Targeting Tool -------- Broadband Access to Increase 40% in 2003 Get your rich media online programs ready! According to Strategy Analytics, over 70% of US Internet homes will have broadband access by the end of 2008. Cable will be the leader over DSL as the providing technology. This will allow for a greater acceptance of rich media creative execution on the Web (or whatever the web morphs into over the next few years). Reebok's Terry Tate to Spoof Nike's Streaker Reebok has created an ad that will spoof the Nike Streaker ad. Paul Fireman, CEO of Reebok came up with the idea and Reebok's ad agency, Arnell Group, shot the spot last weekend. In the spot, the Nike streaker does his usual thing running across the field and in the stands until, suddenly, Terry Tate springs across the screen and tackles him. Terry tackles the Streaker and, in essence, Reebok tackles Nike. Brilliant. Absolutely brilliant. PBS to Accept 30 Second AdsIn an intruiging move, PBS will now accept 30 second underwriting announcement from sponsors who spend at least $2.5 million annually with the network in prime time. Porsche's Rich Media Spot Makes Good Use of Eyeblaster Technology Porsche recently introduced the Cayenne, a neat looking car/mini-SUV vehicle, with a television spot. Porsche has since converted that spot into an Eyeblaster spot and has placed it on Yahoo and other sites. Joe Jaffe reviews the spot on iMedia Connection and I will agree with him that it is a nice use of the technology. It's not intrusive. After an initial expanded introduction, it becomes a small banner that the user can then click on to play the full 30 second spot. Take a look at it. I think it's a great execution.
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