Wednesday, December 2, 2009
Tuesday, November 17, 2009
Online's Native Language
From Ad Age:
“To help sell Toshiba TV sets and laptops, ESPN worked with the Japanese company to create advertising that illustrates specifically how ESPN fans could use those products…. a greater number of marketers have discovered, it helps to have the media outlet that brings viewers to the screen — whether it be TV, computer or mobile — helping to craft the message. Indeed, while Toshiba in the past has relied more on ads that are somewhat serious in tone, working with ESPN resulted in commercials that take a humorous approach, mostly because the audience seeing the pitches reacts well to that sort of execution.”
It’s hard to imagine anyone knows an audience as well as the content creators at the TV networks, web publishers or magazines that attract and engage with those audiences every day. As more publishers help advertisers learn to speak the native languages of their audiences, it turns up the heat on agencies, who have historically played this role, as well as smaller publishers, who don’t have the scale to convince marketers that it’s worth the extra work to build a custom solution.
via google.com
Who knows better the language spoken by the local news audience than local news content providers - I would submit no one.
Monday, October 5, 2009
Toyota Is ‘Grasping for Salvation’
Toyota Says Company Is ‘Grasping for Salvation’ (Update1)
By Kae Inoue and Yuki Hagiwara
Oct. 2 (Bloomberg) -- Toyota Motor Corp., the world’s biggest automaker, is “grasping for salvation” as it predicts a second straight annual loss, President Akio Toyoda said.
“We have to listen to our customers and make better cars,” Toyoda said in a speech to journalists in Tokyo today. The 53-year-old grandson of Toyota’s founder became president of the Toyota City, Japan-based carmaker in June.
The automaker is one step away from “capitulation to irrelevance or death,” Toyoda said, citing a study of how companies fail. Toyota has forecast a record loss of 450 billion yen ($5 billion) in the year ending March after the worldwide recession pummeled car demand.
The company has gone through the phases of “hubris born of success,” “undisciplined pursuit of more” and “denial of risk and peril,” according to Toyoda, who cited Jim Collins, the author of “How the Mighty Fail.”
The company will sell about 7.3 million vehicles this year, Toyoda said, compared with 8.97 million in 2008. Toyota’s sales plunged 28 percent in the first nine months of this year in the U.S., traditionally its most profitable market.
“Business fell off a cliff,” said Paul Heaton, who manages $500 million in Japanese equities at Pyrford International Ltd. in London. “This has really shaken Toyota.”
Yen at ‘Severe Level’
The yen’s 7.4 percent gain against the dollar in the third quarter also eroded earnings from exports.
“The yen is at a very severe level, and just increasing sales won’t make Toyota profitable,” Toyoda said today.
A U.S. lawsuit and the company’s biggest recall in the nation have added to Toyota’s woes.
The carmaker said this week it plans a recall involving 3.8 million Toyota and Lexus vehicles because of a defect that may cause floor mats to jam down the accelerator pedal.
Last month, Toyota’s request to seal a U.S. lawsuit by a former in-house attorney, who claims the carmaker destroyed crash data, was denied by a judge who said the suit was already “irreversibly” public. Bloomberg L.P., the parent of Bloomberg News, filed an ex parte request in the case asking that it not be sealed.
Toyoda said the 72-year old company, established by his grandfather Kiichiro Toyoda, will “need to groom young people to be making cars for the next 100 years.”
“The salvation for the company isn’t me,” he said.
Toyota shares fell 3.7 percent to 3,380 yen in Tokyo trading, compared with a 2.4 percent decline in the Topix index.
To contact the reporter on this story: Kae Inoue in Tokyo at kinoue@bloomberg.net; Yuki Hagiwara in Tokyo at yhagiwara1@bloomberg.net
Last Updated: October 2, 2009 04:58 EDT
via bloomberg.com
Wow, not sure what to make of this. Is this corporate leadership and governance the likes of which are fairly rare, particularly on today's Wall Street, or is this truly a 20th century industrial giant gasping for 21st century air?
On a lighter side...the contextual ad served up with this story was for Mercedes Benz.
Friday, September 4, 2009
Sharing is the new advertising
via chasnote.com
Traditional media pay walls are a large gamble with the odds going against it with each passing month. While Rupert Murdoch rails against the parasite aggregators, sharing from social sites will find pay walls nothing more than a dead end on the information highway for the people you care about most - your readers.
Ben Straley makes an interesting (albeit, non-objective) argument regarding this emerging world of sharing. And no worries, it's not behind a pay wall.
Thursday, August 20, 2009
New Competition
Share on LinkedIn
SAVE | EMAIL | PRINT | MOST POPULAR |RSS | REPRINTS
Operator of Salt Lake City Papers Starts Real Estate Brokerage FirmBy E&P Staff
Published: August 19, 2009 10:42 AM ET
NEW YORK The company that operates The Salt Lake Tribune and the Deseret News has formed a real estate brokerage firm dedicated to sellers.
MediaOne Real Estate will act as a full-fledged real estate firm charging a flat fee of $2,000 instead of a typical commission of 3%, reported Lesley Mitchell in the Salt Lake Tribune.
Area real estate firms are none too pleased by the move, despite the fact that if a buyer contacts MediaOne Real Estate they will be referred to another broker. "The frustrating thing is that we're now competing with a company that we're paying to advertise with," Ryan Kirkham, president of the Salt Lake Board of Realtors, told Mitchell, adding he expects some realtors to pull advertising from the papers.
To which Brent Low, CEO and president of MediaOne, the joint operating agency of the two papers, responded that not many brokers are advertising in the newspapers anyway.
MediaOne Real Estate will help sellers promote their properties and give them exposure in the daily papers.
E&P Staff (jsaba@editorandpublisher.com)
SAVE | EMAIL | PRINT | MOST POPULAR |
RSS | REPRINTS
SUBSCRIBE TO EDITOR & PUBLISHER »
Back to Advanced Search
Real estate advertising going south for newspapers....no problem. Just start your own.
All Business Starts With A Community - John Battelle's Searchblog
Friday, August 14, 2009
Subscribe to:
Posts (Atom)
