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Posts Tagged ‘Snooki’

More Authors Hiring Firms to Buy Up Their Own ‘Bestsellers’

Lauren ConradWe can all agree that promoting books is a difficult and often thankless job complicated by the public’s rapid move away from paper and toward the digital model (which is less profitable but more efficient and far more agreeable to spouses who really don’t care for the dust and clutter of a big bookshelf).

For authors and publishers alike, the very ability to claim “bestseller” status can significantly increase sales in addition to related speaking and consulting fees (especially relevant if you write about business). Unfortunately, it seems that more authors are now responding to the PR and financial challenges of writing for a living by simply buying their way onto bestseller lists.

Here’s how it works: The Wall Street Journal outs a marketing firm called ResultSource which buys thousands of copies of books in bulk before their publication dates to create a false “sales bounce” and then returns them to the seller. (All for a significant fee, of course.)

Can you guess how we feel about this practice?

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Adventures in Marketing: Headphones by Snooki

Say you’re promoting a “premium” product with minimal production costs and you want to heighten its appeal to a certain target audience. What do you do? First you label it “premium” or “exclusive”. Then you slap a barely-related celebrity’s name on it and jack up its price well beyond reason. Score!

The latest industry overcome by celebrity endorsement deals is audio equipment. Headphones appear to be the new sneakers–when the $300 Beats by Dre model debuted a couple of years ago, they were the earwear equivalent of Nike Air Jordans. The first question to ask someone wearing Beats by Dre was either “When’s your album coming out?” or “How can I get tickets to the release party?”

Once marketers realized how profitable this racket can be, everyone and his brother (and his brother’s nephew, who appeared on one episode of some reality show) jumped aboard the C-list headphone train. Are they better than iPod earbuds? Do they offer deeper bass and crisper high-end sounds for compressed, low-quality mp3s? Sure–but this is more than a little ridiculous.

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Snooki: The Next Generation (and Its PR Implications)

As we celebrate the Sunday evening birth of little Lorenzo Domenic LaValle, we’d like to take a moment to ponder the implications of our entertainment choices and their influence on the PR business–and our culture at large.

MTV’s “The Real World” began way back in 1992: Kurt and Tupac were still around, The Rachael wasn’t yet a thing and the reality TV landscape’s occupants were, on average, a little older and better behaved. What the hell happened?

Would anyone have ever guessed that a woman like Snooki would require the (considerable) skills of a publicist, much less develop into what we must call an enduring brand? The PR pros who’ve watched this multimillion dollar wreck* in action must have some questions about what it means for the future of their industry.

So: How has reality TV changed your business?

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Snooki Attempts a Re-brand

Far tougher than a crotch-flashing cartwheel, is renaming oneself at the peek of stardom.  Snooki, the sun-roasted runt from MTV’s Jersey Shore told the Daily News she wants to be known by her birth name, Nicole Polizzi.  She’s ‘The Rock’ of 2011.

With her new “legit” boyfriend, less drinking, less sleeping in garbage cans, and more dieting, could it be that “Nicole” is upping herself from the downmarket?

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Brands Falling Victim to Snooki Sabotage

snooki.jpgNormally, fashion brands can’t get enough of seeing celebrities wearing their labels. But as we all know, the Jersey Shore cast steers a little left of normal.

Labels are taking steps to make sure that if the reality show’s star Snooki is sighted, their handbags are not. New York Observer columnist and Barney’s creative director Simon Doonan says labels are sending Snooki bags… from other labels.

“Allegedly, the anxious folks at these various luxury houses are all aggressively gifting our gal Snookums with free bags. No surprise, right? But here’s the shocker: They are not sending her their own bags. They are sending her each other’s bags! Competitors’ bags!” writes Doonan.

Doonan adds that this “unbranding” is happening because no one in fashion wants to co-brand with the reality star celeb. Marketers are now on the look out to see if they’ve been “Snooked.”

[Image via The Purse Page]