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Want To Buy Some Cheap PR On Twitter? Not As Cheap As It Was

Twitter promoted trends, which cost $25,000 for a day when the feature launched last year, now cost $120,000 for a day, ClickZ reports.

That’s a huge increase in just over a year, making the sell, if you’re in marketing or PR, that much harder to the folks who hold the purse strings at your company.

But out of Twitter’s 600 advertisers, Twitter’s director of revenue Adam Bain said, 80 percent come back for repeat business. So despite the price increase it must be working for Twitter’s advertisers.

At the same time, Twitter’s “promoted accounts” ad product, which allows companies to gain more followers based on a bidding system, is averaging out at $4 per new follower, Bain said.

That seems high to us.

But Bain told ClickZ it was “a pittance because the ROI is insane. …once they have a follower, they can keep marketing to that guy as many times as they want without worrying about where they are across the web or what kind of mindframe they’re in.”

Incidentally, today’s Promoted Trend is #Super8Secret, which Paramount purchased to promote “secret” preview screenings of the movie “Super 8.” Peter Kafka notes that 1) this purchase is part of a year-long marketing contract Paramount signed with Twitter, committing it to a full year of buys. and 2) the movie’s pretty good.

Lewis Lazare: ‘We’re Back’

‘We’re back, just like that,” says former Chicago Sun-Times media columnist Lewis Lazare, using the royal we on ReelChicago.com.

Lazare was laid off from the Sun-Times earlier this year after an 11-year tenure at the paper covering advertising, marketing, and TV.

He “always told it as he saw it, in an entertaining and thoughtful manner, although his critiques stung if you were the stingee. And he always coughed up an apology on those rare occasions when it got it wrong (believe me, it happens),” wrote ReelChicago’s Ruth Ratny at the time. “Nonetheless, Lazare’s moving on leaves a huge gap in agency news coverage and adds to the impression that Chicago’s ad community is sinking slowly into obscurity, instead of boasting how big, important and impressive it actually is.”

Now, Ratny has hired Lazare to write more or less the same column for her website. “We like breaking news,” Lazare wrote, “but profiles and perspective pieces will have their place in the mix as well. We hope to keep it interesting. Relevant. Readable. And fun. Why not?”

One Ad Guy’s Transition To Director

So if you’re in the ad world you know all about Please Feed The Animals’ Erik Proulx, who was a laid-off copywriter blogging about the ad world until he got the idea to make a movie about all the other laid-off ad guys who had started new, better jobs. And now he’s not even an ad guy at all but a film director doing commercial shoots for, like, big-name clients.

He posted a blog entry recently explaining exactly how he got from there to here. Like many career paths, it’s not really straight or even vaguely linear.

Proulx started as a journalism grad(!) writing ads in an alt-weekly’s personals section for singles. (“29 yo man seeks woman for long walks along the Esplanade. Must share passion for leather masks.”) Moved into advertising by necessity. Bounced around multiple cities, multiple jobs.

And it keeps going, till it ends with Proulx directing films for Dell and Yahoo. Not bad, and definitely not what anyone would have predicted looking at Proulx’s start almost 20 years ago.

The lesson? You have no idea where you’ll end up five years from now.

Maybe that’s why we find that interview question so tough.

NYT Traffic Down | YouTube Trumps iTunes | More Yesterday’s News

Hitwise crunched some numbers and found that visits to NYTimes.com were down 5 percent to 15 percent during the first 12 days after the introduction of the website’s new pay wall. However, there was actually an increase Saturday, probably thanks to readers staying on top of the possible government shutdown.

Deep Focus CEO Seeks ‘T-Shaped People’

Thanks to the mediabistro.com mothership and Media Beat, creatives everywhere can add one more agency to their job search list: Deep Focus, whose CEO told Carmen Scheidel that his company is hiring “creatives at every level.” Contrary to common expectations, Deep Focus is seeking “t-shaped people,” who have broad knowledge and one specialization, rather than just pure specialists or generalists.

In addition, the company needs strategists and “brilliant media planners and buyers.”

“I encourage people that are looking for an opportunity to, not so much raise their profile in the industry, but really forward an idea they know to be true, we’re looking for people that believe they have something important to say and then we’ll give them a chance to back that up.”

Is This Resume Desperate Or Clever?

SomeECards called this the “most brilliantly desperate Craigslist resume ever created.”

In the ad, the author, Travis Broyles, begins by stating: “I Do Anything.” “I will do whatever you want me to do for less money than whoever you are paying to do it now.”


It then launches into a list of things Travis will do for a certain amount of money. For example, for $5, he will “Stare at you for 5 minutes; give a hug to the person of your choosing; call you on the phone and seem genuinely interested for 10 minutes; draw your face on a balloon; sing Barenaked Ladies “One Week” from memory to the best of my ability.”

The last item on the list for $5: “6 minutes of copywriting.”

Under the $10 list, there are a number of silly things (“Spin until I throw up or you lose interest”) and “12 minutes of copywriting.”

For $50, you get an hour of copywriting. And so on.

We think this is a brilliant way to show off your clever writing voice while advertising yourself.
Unfortunately, the citizens of Craigslist didn’t think so: the ad has been flagged for removal.

The First HuffPo/AOL Fallout

new aol logo blobAOL’s acquisition of The Huffington Post and subsequent installation of Arianna Huffington as content queen has already had repercussions throughout the media world.

To wit: conservative columnist Matt Lewis has already announced his departure from AOL’s PoliticsDaily, saying he is uncomfortable “with the notion of being permanently affiliated with an overtly left-of-center (sometimes activist) outlet.”

He’s moving to The Daily Caller, where he “look[s] forward to learning from its founder and editor in chief, Tucker Carlson, and working alongside the terrific team he has assembled. The Daily Caller and Tucker Carlson personify iconoclastic conservatism, and so I am hopeful I will quickly fit in.”

So far no other conservative AOL writers have departed, but we shall see.

And another possible fallout of the deal: some advertisers wonder how Huffington’s left-of-center style will mesh with their brands.

“All advertisers aren’t open to all things,” Catherine Warburton, executive vice president of national buying for Universal McCann, told the WSJ.

“If [the Huffington Post] were to become the full voice of AOL editorial, then I think, yes, that would risk alienating some people,” said Christian Juhl, a president at Razorfish.

Other advertisers couldn’t care less. A Kraft Foods exec: “We are not making commitments yet, but we think that the level of engagement that the Huffington Post gets from communities is impressive and therefore something that we like to think about more.”

AOL’s quarterly ad revenue has dropped about $200 million in the past two years, so “something we like to think about more” is surely tempting.

New Study Casts Doubt On Viability Of Mobile Ads, And By Extension, All Those Mobile Jobs

App Store
A new survey conducted by Harris Interactive found that 47 percent of mobile app users click on ads accidentally more often than they do on purpose.

We can understand that. Smartphone screens are not that big and our fingers are not that small and accidents happen.

But if those ad click rates are totally overinflated because a quarter or more of clicks are unintentional, what does that mean for the mobile industry?

By the way, these numbers aren’t just proving some well-worn trope about old technophobes making mistakes on their shiny new devices. Sixty one percent of mobile app users in the coveted 18-34 demographic click on ads more often by accident than on purpose.

Earlier this month Folio: reported that the Financial Times has generated $2 million in ad revenue from its iPad app, but that other publishers haven’t yet found the sweet spot. And without any reliable third-party measure of ad success for mobile and tablets, advertisers may have no choice but to take the Harris survey at face value.

Ad Agency Asks Interns To Tweet Their Way To A Gig

Another day, another Twitter-for-an-internship announcement.

This time, it’s the Minneapolis, Minn.-based Campbell Mithun, who will be selecting its 2011 interns based on the quality of thirteen tweets. For those playing along at home, that’s only 1820 characters.

The would-be interns can write anything they want with those thirteen tweets as long as they include a couple required hashtags (so that’s fewer than 1820 characters, really). However, since the tweets are the only thing these kids’ll be judged on in the first round, they’d be wise to link to a resume, portfolio, or LinkedIn page.

The 10-week “Lucky 13″ summer internship is a paid one, and every year, at least one intern has landed a full-time job with Campbell Mithun. So if you think of yourself as a microblogger extraordinaire, better visit the Lucky 13 site and get going.

Introducing Creative Pro



Hey, just so you know, Mediabistro.com’s introduced something they’re calling Creative Pro, an online ad/design training program copresented with Miami Ad School. For $19 a month, you get video tutorials, portfolio critiques from folks at places including Ogilvy, McCann Erickson, Organic, SapientNitro, StrawberryFrog, Mr Youth, and Sterling Brands, and webcasts. The service will also put you in touch with local like-minded individuals for networking and rocking out.

AgencySpy has the full release but what you should know is that next Monday, Creative Pro will be holding a free webcast teaching you about starting your own creative agency. Register at the Creative Pro site and kick your career up a notch.

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