Marketing Madness in 60 Seconds: 7/31/09

static5Advertising/Marketing

The upfronts are finally beginning to move forward and the networks are finally starting to log some sales. It’s not like commercial time is flying off the shelf though, and the take for networks might be in the $1 – $1.5 billion range, down from over $9 billion last year – even though they’re not conceding as much on pricing as buyers were initially asking them to. Networks have still, though, only booked 25 percent of their inventory and the Fall season is only two months away. Declines in CPM rates have not been as great as buyers were hoping for but still more than the networks were angling for.

I actually don’t think the call by some publishers to do away with ad networks is about anything other than them wanting to stop blogging from being profitable, thereby eliminating the new media competition they see biting their heels.

Spending on word-of-mouth marketing efforts reached $1.5 billion last year according to PQ Media and is expected to grow over 10 percent this year. In-game ads also continue to grow.

The next big thing in the marketing industry is the connecting of consumer’s offline behavior with what they do online. All of this is over and above, of course, what people are voluntarily sharing about themselves on social networks and blogs.

Media

The AP thinks its copyright infringement anytime there’s a link and a headline to its content, whether that means in a blog post or simply the results of a Google search. Rex Hammock points out why this argument is completely insane on a number of levels and Danny Sullivan realizes that, by this definition, the use of Google by AP employees means they themselves are engaging in blatantly violating copyright.

The idea of “nichepapers” makes a lot of sense, but mostly because that’s exactly what the blogs have been doing for years now. This model also kind of necessitates an aggregation system, either in the form of an RSS reader or something that looks very much like a newspaper, collecting the niche content in one place for people to sort through.

Social Media

NewsGator is shutting down their free, online RSS reader and recommending people switch over to Google Reader, making it easy for people to sync with that product. I used to use NewsGator and am disappointed to see it go since there were a lot of things about it people used, including its integration with Microsoft Outlook and such.