The struggling car giant will roll out a boundary-pushing campaign for its new model this week, reports Ad Age. The online component was developed in conjunction with Microsoft Corp.'s MSN.com and targets 30-somethings with tropes similar to those found in social networking forums. The campaign "really represents where advertising on the web is going -- into much more participatory media that lets consumers be part of the experience," says Gayle Troberman, general manager of MSN's Branded Entertainment unit. Another imminent Ford web initiative, www.fordurban.com, features downloadable music, creative videos and consumer chat rooms.
Silicon Valley start-up Attributor Corp. has begun testing a system capable of scanning the entire Web for copyrighted audio, video, images and text, reports the Wall Street Journal. The idea is to make it easier for owners of copyrighted content to monitor cases of infringement and request that violators remove content or pony up for rights. "We believe that we can provide an infrastructure that will align the interests of content owners, content hosts and search engines around legitimate syndication and monetization," says Jim Brock, Attributor's chief executive.
More than two-thirds of Internet users who were surveyed view online video content, and a majority of them remember online video ads, finds a new study by Burst Media. One in four of the users also said they prefer video to "inert online ads," according to a representative of the company. Burst Media is an Internet advertising network.
Management at the Gray Lady is considering launching a free, youth-oriented tabloid, Times Executive Editor Bill Keller confirms in a New York Observer report. While Keller says it is "way too early to talk about it," the Times drawing boards are reportedly busy with ideas for the prototype. The tabloid, which will need at least another six months to see the light of day, would be heavy on listings and would compete with The Village Voice and New York Press, among others, a Times source tells the Observer.
Mark another milestone in the shift from print to processor: Advertisers will spend $5.9 billion in online help wanted ads this year, compared with $5.4 billion in newspaper ads, says a new report from Borrell Associates. The research firm expects the online recruitment ad surge to continue, reaching $10 billion by 2011, reports Editor & Publisher. The biggest hits will be taken by the major dailies, which are expected to lose 20% of their annual recruitment revenue in the next five years. Small newspapers, however, are expected to fare better due to lower prices and more targeted readerships, the report says.
A Superior Court Judge has declined to delay the trial in the San Francisco Bay Guardian's predatory pricing suit against its two main competitors, Village Voice Media papers SF Weekly and East Bay Express. The Guardian charges the two weeklies with selling ads below cost in an effort to put it out of business.
The decline in newspaper readership among the 18-to-24 demographic has led to a youth-oriented spin-off pub even at the 12,514-circulation Hays Daily News, reports Editor & Publisher. "I never got the impression this younger generation is even picking [the daily] up," says Patrick Lowry, editor and publisher of the News. In response, Lowry is launching the weekly Stir, a newspaper and Web site that will target the local university population. "The Hays Daily News is not immune to the national trends," says Lowry.
An elaborate Procter and Gamble marketing campaign that included ads in dozens of alt-weeklies is a sign of the rapidly changing advertising philosophies at blue-chip companies, reports the New York Times. The slick and subtly tongue-in-cheek $1 million campaign, "Men With Cramps," quietly rolled out in September and ultimately generated enough buzz to rate a mention on "The Tonight Show With Jay Leno.†The Times notes that other corporate heavies experimenting with non-traditional marketing include American Express, Cadbury Schweppes, Coca-Cola, Ford Motor, and General Electric. The P&G campaign was crafted to highlight the company's ThermaCare line of heat pads, which helps menstrual pain.
Freelancers Sherry Deatrick of Louisville Eccentric Observer and Jennifer Smith of Isthmus, and Byron Woods, theater and dance critic for the Independent Weekly (Durham, N.C.), have each received fellowships to attend the third National Endowment for the Arts (NEA) Journalism Institute in Theater and Musical Theater at the USC Annenberg School for Communication in Los Angeles. "All the American arts depend on media coverage and intelligent criticism," says NEA chairman Dana Gioia. "The NEA Arts Journalism Institutes provide professional development to improve both the quantity and quality of this country's arts journalism." The Institute, a $1 million NEA initiative, will be conducted next year from Jan. 30 - Feb. 9.
Brian Conley, and his wife, Patricia Conley, spent an evening in a Knox County jail after being arrested Saturday night on charges relating to public intoxication, reports the local daily. After leaving a Christmas party, the Conley's vehicle was stopped by Knoxville Police. When the police arrested Mr. Conley for public drunkenness, his wife "became combative and interfered with the arrest," according to court records. She was subsequently arrested for disorderly conduct. "The Conleys do dispute the events as they are stated in the incident report," says their attorney, who adds that Brian Conley "did the responsible thing by having his wife drive after the party."
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