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Posts Tagged ‘Advertising Age’

Kraft Foods Sides with PR: ‘It’s Not You, Ad Agencies. It’s Us.’

new kraft foods

Late last week, Kraft Foods announced it was parting ways with many of its advertising agencies. Seven of its 11 ad agencies were unceremoniously shown the door.

The company believes having that many chefs in the kitchen can be bad for cooking. That many agencies playing the game of ‘Telephone’ proves the theory of lost in translation. So, Kraft Foods decided to greatly reduce the white noise. The move to go less with advertising is an effort to align its brands “more strategically with the particular strengths of agencies on our roster.”

Here’s the thing: the company is keeping all 12 of its PR firms on retainer. Strategery!!

Read more

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Why the Public Is Cynical About ‘Green’ Products

Public relations professionals face no greater adversary than cynicism. Public disappointment, apathy or even anger are tough, but cynicism is a killer–it’s the main reason brands that falsely claim to be “eco-friendly” may never regain the public’s trust.

Various products have made “green”, “environmentally sustainable” claims for decades, but in recent years the trend materialized into a billion dollar movement—one that captivated consumers and their dollars, and then lost that good will faster than BP can say “Gulf of Mexico.” According to this article in Advertising Age, consumers continue to do what they can to save the environment–but they are no longer as willing to pay more for green products. Why? Read more

Looking at PR Bloggers Who Have Bigger Audiences Than The Media They Pitch

Former Financial Times reporter and current Silicon Valley Watcher blogger Tom Foremski asks an interesting question: What happens when PR people have more traffic than the reporters they’re pitching?

He cites some of the big PR bloggers and since PR is more comfortable with self promotion, these folks often have larger audiences than many reporters. However, it’s not just about audience size, it’s about credibility. As Formeski pointed out, “having someone else write a story about your client, on a third-party site, where there has been no exchange of money, conveys far higher value to the story.”

Also, as Advertising Age‘s Ken Wheaton stated, it’s about who is in the audience. “Yeah, but that traffic’s mostly other PR people/ business insiders. Journalists have ‘consumers’ (and crazy old people),” he said.

[Ed note: At the request of Mr. Wheaton, we added the content of his entire Tweet.]

Media Revenue: Cable Dominates Growth, Newspapers at Bottom

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Advertising Age today released its Media 100 revenue report for the top 100 media companies. Here’s one of the more shocking stats: “11 of last year’s Media 100 firms have plunged into bankruptcy reorganization…” Also, last year’s revenue growth is the “lowest since 1991,” and this year is on track to “show the first decline since Ad Age began ranking top media firms in 1981.”

The winners: “…cable networks, cable systems and satellite TV. U.S. media revenue in those sectors climbed 7.4% in 2008.”

The losers: “newspapers, where revenue plunged 13.5% in 2008.”