If you’ve been buying TV based on the age and gender of the audience, you might be wasting your money. As CBS research guru David Poltrack said, ”There is no link, none, between the age of the specified demographic delivery of the campaign and the sales generated by that campaign.” Setting the stage for a spirited [...]

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Magazines are finding new markets by chopping up their stories and issuing  them as mini e-books.  And, they are making money from it. They are learning that people no longer want more facts about the news – they are  already overwhelmed by information from TV, radio, blogs, tweets and the internet. Instead, people look for [...]

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This is a cautionary tale on the do’s and don’ts of social media… http://brandsavant.com/the-limits-of-online-influence/ A top blogger (Tom Webster) got his Twitter message out with a reach of more  than  600,000 people on Twitter – using social networking friends who are in the  top 10-20% of influencers to help him. He was looking for something [...]

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If you are using coupons (or Groupon) to build traffic, here’s some news from  Harvard’s Business School. They say that ‘discount vouchers are likely to be most effective for businesses that  are relatively unknown and have low marginal costs’. In other words, Groupon isn’t likely to help a company that people already  know, like The Gap, [...]

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