Baby Boomer Info

Looking for information on those born between 1945 and 1964? Some of the numbers may surprise you. Just click here.

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Cable Television Channel Changes

Two thoughts on this subject. First is the battle that is going on between Verizon and Comcast. Click here to read the details and what they should be doing.

2nd thought was inspired by a story about the History Channel. Except they are no longer going to be called the History Channel. Just History.

Problem is that they are not just History as the story below points out.

So, what's a name worth these days? Especially a name for a product or service that doesn't quite describe it anymore.

Step back into the previous century and the birth of traditional Radio and Television. We had the Mutual Broadcasting System, National Broadcasting Company, American Broadcasting Company, and the Columbia Broadcast System. Mutual Broadcasting was the radio home of the Lone Ranger and later Larry King.

ABC, CBS and NBC are now known by their acronyms and are easily identified by their 3 letter monikers. The 4th broadcast network that debuted in the 1980's is Fox. Unlike the other three, the word Fox is not an acronym, but got it's name from it's sister company, 20th Century Fox.

When MTV debuted, they were 24 hours of music videos, like a visual top 40 radio station. It was Music TV, but evolved into it's current line up of regular programming with a focus on pop culture aimed at teens and young adults.

The Cable News Network became known as CNN and like MTV spawned differnet, seperate channels such as Headline News.

But what about this move by the History Channel to drop the word Channel? Will it make a difference? Will anyone notice or care? I guess only time (and history) will tell.

Here's the story from my email from Mediapost:

Cable Net Now Just "History"
Associated Press
The History Channel has dropped the beginning and end of its long held moniker and now wants to be known as "History." Says Nancy Dubuc, the network's executive vice president, "Our brand is, in the media landscape, synonymous with the genre of history, so I don't think it's presumptuous of us to call ourselves History."

She adds that many viewers already refer to it that way and that using "Channel" drags down its efforts to establish the brand in other media like the Internet. The net has also changed its "H" logo to make it look bolder and supposedly less ancient as it switches to a more "immersive" style, Dubuc, says, one that shows rather than tells.

Besides, between adventure job shows like "Ice Road Truckers" and the series "MonsterQuest," history ain't what it used to be. "It's not exactly history, is it?" says Sean Wilentz, a professor at Princeton University. "Anybody who thinks that there's only one place to go for history is badly mistaken." - Read the whole story...

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Business to Business Connections

From Mediaweek:


LinkedIn's Business Directory Goes Live
Professional networking site LinkedIn has launched the beta version of its business directory, called LinkedIn Company Profiles, with data provided by BusinessWeek and Capital IQ supplementing LinkedIn's member information. Over 150,000 companies and organizations are indexed in the directory, working it into a Hoovers-esque database that ties into LinkedIn's social features. Caroline McCarthy of CNET News.com reports. more »

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How to create an effective Website

MarketingProfs.com is a good source of Marketing Wisdom. Here's an example that came in my email regarding your website content:

Creating Your Company's Own Online Reality

"While many business owners are beginning to understand that information is the currency of the Internet," says Rick Sloboda of WebCopyPlus," few act on it." Yes, your business has the potential to create a website that can go toe-to-toe with larger corporate sites, but there's a chance that ill-defined, irrelevant and self-centered content may conspire to undermine this natural advantage.

Instead, use language to create an online reality that impresses your target audience. "The right web content will make you concrete and credible on the ... Internet," he says. Here are some tips on creating the right image:

• Use customer-centric copy. Small businesses tend to be preoccupied with their own story. People who visit your website don't want to hear about you; they want to know what you or your product can do for them.
• Publish case studies. This is something larger companies do—so why shouldn't you? It never hurts to offer a detailed examination of a successful project. In addition, case studies build a sense of trust.
• Put your guarantee in plain sight. Highlighting your promise communicates confidence, and creates a sense of stability.

The Po!nt: "Your web copywriting doesn't describe reality, it creates it," says Sloboda. "In fact, every word you feature on your website has the ability to build—or damage—how prospects perceive you."

Source: An unpublished article by Rick Sloboda. Copyright © 2000-2008 MarketingProfs, LLC All Rights Reserved.

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Starbucks, Radio, & Your Business Focus

Updated on April 20, 2008: Lot's of you are here because Google sent you here when you were looking for information on Starbucks history and advertising. I suggest you click here to get a complete run down on Starbucks history and Starbucks advertising. Otherwise, read on:

Warning: The following is directed to radio station insiders.

The radio station sales people or managers that are wanting you to do business with them probably don't want you to read this.

However, I have no fear of you having this insiders perspective, because I know that by holding ourselves to a higher standard, it creates a winning situation for all involved.

And the stations I work with, are positioned to follow the advice that follows.

Also, this is excellent business advice, no matter what line of work you are in.

This is from Mark Ramsey and his Hear 2 Blog:

Fixing Radio the Starbucks Way

More than 45 million customers worldwide buy something from Starbucks every week - still, there are signs that the company has been slipping.

Does this sound familiar, radio broadcasters? Tons of usage - but erosion in usage is notable and growing?

Yes, Starbucks is ailing, and its CEO Howard Schultz wants to fix it.

Not by broadening their offerings or trying to be more things to more people - not by going "outside the box," but by going deeper into the Starbucks "box" and doing a better job delivering to the primary reason consumers drop into their stores every week: For coffee products and the experience which surrounds them.

USA Today gathered some industry experts to provide their own prescriptions for Starbucks. Here are a few that might apply to our industry as well as Schultz's:

Smell good again.

"A cafe should smell of fresh, ground coffee. It's a powerful emotional trigger," says Malcolm Knapp, a restaurant consultant.

Schultz has this one on the way. By mid-August, coffee again will be ground and scooped at Starbucks' 7,100 company-owned U.S. stores. Some 50 stores already are.

"Smell" isn't the right sense for radio, "sound" is. How much of the attention at your station or your group is aimed at boosting your listenership by actually making your station sound better, rather than simply cost-cutting your way to quality? Can you improve what's on the air and make the content more compelling? Even if that comes at a higher cost? After all, better quality doesn't come cheap. "Smelling good" will cost Starbucks more, and they think it's worth it. What about you?

Embrace wired youth.

Social networking could create "a deeper emotional connection" with its customers, says Kevin Higar, a consultant at Technomic.

Schultz says social networking will be addressed, perhaps as early as today, but offered no details.

In Radio, social networking is just part of a broader challenge to mobilize our audiences online. Most stations are at a very early stage in this process if they understand the process at all. I predict that this techno-disparity between radio and other "old media" must either get resolved soon, or our laggard status will increasingly make the headlines and discourage our advertisers - especially nationally - from taking us seriously as a vehicle to connect their products and services with consumers.

I hate to break it to you but this is one of the key reasons why your national business is down. What are you doing about it?

Reward loyalty.

Starbucks could build "customer engagement" with a creative loyalty program, says Technomic's Higar. It should have one with a twist — and cutting-edge technology, he says.

Schultz says he will talk about such a program Wednesday.

Loyalty programs have a long history in radio, and not necessarily a distinguished one. That's because few of our "databases" or communities are particularly large. The vast majority of the stations I visit bemoan the small size of their communities and have relatively little motivation and few resources to increase those numbers, let along leverage them.

Ironically, the tools and resources to make this happen in our industry are readily available and easily monetizable. But when your staff is cut to shreds prioritizing for critical new initiatives is difficult, while paying for them is impossible.

If this doesn't change, folks we will only have ourselves to blame.

Sell unique coffees.

Starbucks needs more coffee drinks that aren't available elsewhere, says consultant Bob Sandelman.

Schultz says he's working on just that. In "the next 18 months, we'll bring in more innovation than over the past five years."

Innovation is one of Schultz's key thrusts. Is it one of yours?

List five major things you innovated in the last twelve months that are designed to create measurable ratings and/or revenue leverage.

Can you list even one?

Cut the clutter.

Customers don't know if they're in a "coffee shop or variety store" Knapp says.

Schultz agrees. Stores will have "fewer things" that are "more focused on elevating the coffee experience at home." He adds that store redesigns are coming in 2009.

If PPM teaches us anything, it's that audiences reject clutter. And by "clutter" I mean anything that isn't central to the reason listeners are at your station in the first place.

Stop trying to "build a radio station" and focus instead on fulfilling the main reason listeners are at YOUR radio station. If that doesn't require a morning show then don't have one. If it doesn't require feature programs then skip them.

Revive "coffee theater."

Starbucks needs to refocus on the "mystique" of its coffee, says consultant Dennis Lombardi. Recent retraining of baristas is a start, he says, but more needs to be done.

What's the "mystique" of your station or your content? How much emphasis do you put on the fun of your brand? How much do you consider that radio remains (despite some of our best efforts) to be about entertainment?

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Follow up on the Networking tips from The Name Tag Guy

Have you done any of Scott Ginsberg's Networking Tips? I have a true story of what happened to me recently when I did #14: When you read an article you like, email the author. Tell him what you liked about it and introduce yourself. He'll usually write back. Just Click Here.

Also, If you let Scott Ginsburg, THE Name Tag Guy that you are writing about him or linking to him, he will likely write back.

One more Also; if you missed the video of the name tag guy, click here.

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Updating "The Look"

Over the next few days, I will be updating the appearance of this and other blogs I write and edit.

So far the ScLoHoNet-The Book (also know as the Not-So-Secret Writings of ScLoHo) has a fresh look. And the one you are staring at right now has a couple of tweaks too.

Your input is always welcome.

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Newspaper vs. Internet

Direct from my email:

Thursday, March 20, 2008

Younger Online News Consumers are Not Newspaper Readers

A new comScore, study of the differences in online behavior among heavy, medium, light and non-newspaper readers showed that non-newspaper readers are likely to be younger, but are actually heavier than average online news consumers. Meanwhile, heavy newspaper readers are more likely than average to engage with traditional print news brands online.

Those age 65 and older are nearly 3 times more likely than average to read the print edition of newspapers 6 times per week, while those age 18-24 are 38 percent more likely than average to not read a print newspaper at all during a typical week.

Demographic Profile of Print Newspaper Reader Segments (Summer 2007 Total U.S. Persons 18+, Home/Work Locations)
	Composition Index
Age	Heavy	Medium	Light	Non-Readers
18+ (Total Audience)	100	100	100	100
18-24	31	80	139	138
25-34	51	87	106	127
35-44	73	110	107	109
45-54	116	123	90	76
55-64	186	100	80	71
65+	296	60	49	37
Source: comScore Plan Metrix, March 2008 Composition Index = Percent of Newspaper Reader Segments/Percent of Internet Users x 100; Index of 100 represents parity.

Jack Flanagan, executive vice president of comScore, said "... the Internet represents a significant opportunity to extend... and improve upon... existing news brands... because print circulations are declining does not mean there are fewer news consumers. In fact, just the opposite is true."

Several key takeaways emerged from this study, says the report:

• Based on their heavier than average visitation across most key news sites, those who do not read print versions of newspapers are not necessarily light news consumers. In fact, they show a high propensity to visit the majority of sites studied, including print (e.g. LA Times), TV (e.g. FoxNews.com), and Internet (e.g. Topix.com) brands.
• Both the heavy print newspaper readers and the non-readers show heavy consumption of print news brands online, which suggests that print news sites are not merely an extension of their offline brands but have a stand-alone brand presence in the online world. The Web sites for three of New York Times, LA Times and Chicago Tribune show above average visitation from both heavy newspaper readers and non-readers.
• TV news brands are also heavily visited by non-print newspaper readers, underscoring the importance of sight, sound and motion to the digital news experience. Non-readers were 29 percent more likely than the average Internet user to visit FoxNews.com and 15 percent more likely to visit CBS News Digital.

General News Site Visitation among Print Newspaper Reader Segments (Summer 2007 Total U.S. Persons 18+, Home/Work Location)
	Composition Index
Print News Brands	Heavy	Medium	Light	Non-Readers
NY times.Com	103	85	91	104
WSJ.Com	147	41	119	106
Washingtonpost.Com	109	58	101	95
LA Times	109	98	95	112
Chicago Tribune	106	94	93	108
TV News Brands
MSNBC	99	95	112	106
CNN	82	93	90	109
Foxnews.Com	104	90	82	129
CBS News Digital	113	106	110	115
ABC News Digital	94	88	84	102
Internet News Brands
Google News Search	82	99	95	118
AOL News	109	99	106	94
Yahoo! News	94	106	99	99
Topix.Com	82	105	116	124
Digg.Com	75	102	122	102*
Source: comScore Plan Metrix, March 2008 Composition Index = Percent of Newspaper Reader Segments/Percent of Internet Users x 100; Index of 100 represents parity.

"Non-newspaper readers are a particularly important segment to reach because they are heavier than average news consumers - they just prefer to consume it in a digital format," continued Flanagan. "That they are receptive to print, TV, and Internet news brands indicates a broad opportunity online, but the brands that will ultimately win over these key news consumers are the ones that successfully integrate cutting edge digital content with high quality journalism."

Segments are defined based on the number of days respondents said they read a print version of a newspaper in an average week, excluding the Sunday edition.

• Heavy Newspaper Readers: 6 times per week
• Medium Newspaper Readers: 3-5 times per week
• Light Newspaper Readers: 1-2 times per week
• Non Newspaper Readers: 0 times per week

For more information from comScore, please visit here.

And there's more stat's for you:

Older Internet Users Feel Web Advertising and Content Not Relevant

A recent BurstMedia survey of more than 13,000 web users 18 years and older found that online content providers are not meeting the needs of all age segments. A majority of Internet users 45 years and older believe online content is focused on younger age segments.

Overall, 52.0% of respondents believe Internet content is primarily focused toward people their own age. Not surprisingly, says the study, younger respondents are most likely to say online content is focused on people their age. This is particularly true for the 18-24 year and 25-34 year segments. Additionally, 55.7% of respondents 35-44 years perceive online content as focused toward their age segment. Few respondents 55 years and older say Internet content is primarily focused on people their age.

Respondents Who Believe Web Content is Focused Towards People their Own Age (% of respondents)
Age	% of Respondents
18-24	76.0%
25-34	73.9
35-44	55.7
45-54	35.4
55-64	22.9
65+	12.0
Source: BurstMedia, February 2008

Similar to the content findings, 75.9% of respondents 18-34 years say websites are designed for people their age. Among respondents 35-45 year this perception slips to 55.2%.

• Only 36.9% of respondents 45-54 years believe websites are designed for people their age
• 19.9% of respondents 55 years and older say websites are designed for people their age.

Overall, only 38.6% of respondents believe online advertising is focused on people their age. It is only among respondents 18-24 and 25-34 years that a majority believes online advertising is focused on their age groups, 56.6% and 56.5% respectively.

Among respondents 35 years and older the prevailing perception is that online advertising is focused on younger age segments.

• 43.8% of respondents 35-44 years, say online advertising is focused on people their ages
• 52.9% say online advertising is focused on people younger
• 72.5% of respondents 45-54 years say online advertising is focused on people younger than they are
• 83.2% of respondents 55 years and older feel the focus is on younger people

Overall, three out of five of respondents are visiting more websites in a typical week than they were one year ago. An expanded catalogue of sites visited is not only a phenomenon of the young, but is found among all age segments. In fact, 62.8% of respondents 55 years and older say they are visiting more sites today in a typical week of web surfing than they were one year ago.

Number of Sites Visited During Typical Week Compared to One Year Ago (% of Respondents)
Sites Visited	% of Respondents
Many more	33.8%
A few more	25.8
About the same	26.2
Fewer	7.2
Not sure	7.0
Source: BurstMedia, February 2008

Local/national news is the most popular content consumed online with half (48.9%) of respondents regularly seeking it out. There are differences in the types of content consumed by age segments. Among respondents 18-34 years, entertainment information (44.7%) is the most regularly sought online content, followed by:

• Local/national news (40.1%)
• Online games (38.1%)
• Shopping/product information (36.1%)
• Information for work (35.0%)
• Online communities such as social networks, forums and blogs (31.4%)

Local/national news (54.2%) is the most popular online content for respondents 35-54 years. Other types of online content sought by this age group include:

• Shopping/product information (44.8%)
• Information for work (42.7%)
• Health information (37.1%)
• Entertainment information (37.0%)
• Travel information (33.7%)

Local/national news is by far the most popular online content for respondents 55 years and older - with over one-half (55.9%) of this segment saying they regularly seek it out online. Other types of content sought include:

• Shopping/product information (44.0%)
• Health information (42.5%)
• International news (38.9%)
• Travel information (38.2%)
• Food information/recipes (34.1%)

Two-thirds (67.7%) of respondents say their daily routine would be disrupted if their Internet access was taken away and not available for one week (42.9% say "significantly"). This survey findings are consistent among all age segments, with the oldest segment looking very much like the youngest segment

For more information, please visit Burst Media here.

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Don't Disqualify Yourself

As I read the following, it reminded me of a former General Manager that sat in on an interview that I was having with a prospective sales candidate for our company. Everything was going well for the first 3 minutes, when she popped her gum. At that moment, my boss stood up and thanked her for coming in and promptly and abruptly ended the interview.

She had just disqualified herself to represent our company. Read this that came from BusinessKnowHow.com to see why:

Everything Counts in First Impressions

by Bill Lampton, Ph.D.

Waiting at the baggage carousel at Logan International Airport in Boston, I noticed a young man walking by. Right away, he impressed me very positively.

• Confident and pleasant facial expression
• Posture that added to his "I'm in command" appearance
• A first-class business suit that boosted his professionalism
• His brisk stride made him appear energetic
• He was physically fit, even athletic looking

Then suddenly, in less than two seconds, my opinion changed. Why? He blew a bubble with his gum, and popped it. Suddenly, he was no longer the accomplished, sophisticated business man who had grabbed my attention. One simple flaw tarnished his image. He dropped from leader to another face in the crowd, just that quickly.

The incident reinforced a major communication principle: Everything we do, say, or look like either adds to or detracts from our first impression.

To score well during that all-important first encounter, realize that every detail counts. You're not being frivolous or vain when you check yourself in the mirror and mentally rehearse the major points you will talk about.

Beware of these 20 destructive behaviors:

• Interrupting repeatedly
• Dominating the conversation
• Inconsistent eye contact
• Standing too close, invading "personal space"
• Taking a cell phone call or even letting it ring
• Chewing anything, unless you're at a luncheon
• Arriving late
• Being longwinded
• Risky humor
• Wrinkled clothing
• Checking your watch frequently
• Not listening, missing key points
• Poor table manners
• Boasting (I call it "I" disease)
• Looking and sounding bored
• Complaining about anything
• Distracting noises, such as tapping on a table
• Notebook or briefcase needing replacement
• Power Point that won't work
• Cluttered office when someone visits you

As Roger Ailes, President of Fox news said in his terrific book You Are the Message--a book I recommend highly--"You are the message. The words themselves are meaningless unless the rest of you is in synchronization. The total you affects how others feel about you and respond to you."

Recall Ralph Waldo Emerson: "What you are speaks so loudly I cannot hear a word you say."

Here's an invitation: If you think of other annoying behaviors that mar first impressions, E-mail them to me, listing them as I did above. Title your E-mail EVERYTHING COUNTS. Here's the link: drbill@championshipcommunication.com

---

Bill Lampton, Ph.D., helps organizations improve their communication, motivation, sales and customer service. His speeches, seminars, consulting and coaching share the advice included in his book, The Complete Communicator: Change Your Communication-change Your Life! Visit his Web site and sign up for his complimentary monthly newsletter: http://www.ChampionshipCommunication.com. Call Dr. Lampton at 770-534-3425.

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Television Viewership Predictions

From my email was this via MarketingCharts.com (Hopefully this poll is more accurate than recent political polls) (Click on the charts to make them BIGGER):

TV Viewership in ‘08 to Be Strong, Bolstered by Olympics, Election, Idol Finale

Viewers are going back to their favorite TV shows after the writers’ strike, with some heading online - but many more anticipating viewing upcoming special-event TV programming, including the Olympics, presidential election and American Idol, according to Carat.

Some primetime viewers have reacted to the end of the writers’ strike by watching more TV (9% are doing so) - but as many as 82% are watching the same amount as during the strike, a Carat survey found.

Returning to Favorites

Asked whether they will return to their favorite TV show…

• 62% said they will, once it is back on air in late March/April.
• 55% said they will, even if it is not back on air until the fall or winter. In the meantime, within this group…
  • 75% of those viewers said they plan to channel surf or watch other familiar primetime shows.
  • Just 3% said they would go online (to network or video websites) to watch full repeat episodes and/or any online exclusive content (e.g., interviews, previews).

• Only 5% do not plan to tune in to their favorite TV shows at all when those shows return. Within this group…
  • 11% said they are planning to watch TV shows on any video sites.
  • 2% said they will watch shows on TV network websites.
  • Others plan to watch DVDs, go to the movie theater, play videogames and watch free VOD programming (9-10% for each activity).

  

Special-Event Programming

• About half (48%) of respondents expressed interest in watching the 2008 Olympic Games.
• Respondents say they will seek news/info about the Olympics from broadcast networks (92%), cable news channels (52%), and newspapers (38%).
• Some 40% of respondents said the 2008 presidential election is an event they’d be interested in watching on TV.
• Respondents cited broadcast networks (84%), cable news channels (73%), newspapers (50%) as sources of news/info about the election that they will likely turn to.
• Respondents are also interested in watching the American Idol finale in May (32% said so) and spring sports programming such as baseball (27%) and March Madness/NCAA basketball tournament (25%).

About the survey: Carat Insight surveyed 1,000 primetime TV viewers (18+) March 3-5, 2008

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Customer-speak

The folks at Small Fuel Marketing really hit it on the head with their latest posting about advertising in the customers language, not yours. As I've worked with business owners over the years, and tried to find out their uniquenesses, it really didn't matter how many years they've been in business, it mattered that they were tuned in to their customers.

Here's an excerpt from Small Fuel:

"...A customer may or may not want to part with the money in his wallet readily. He has needs, he has desires and he needs to be convinced that you will help him achieve his goals. It doesn’t matter whether you sell lip balm, running shoes, or car wash services.

Your product or service is completely irrelevant to a customer, because that’s not what he’s buying.

Consumers buy results, feelings, visions. They buy products or services that help them achieve their goals of increased comfort or perceived luxury or peace of mind and more. From the customers perspective, your product or service is only a tool to help reach his or her goals and visions..."

Read the entire posting by clicking here.

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Promote your Website

I've got two items for you to read on this subject.

First, if you want to get the word out locally about your website and make the most of your online presence then click here and read How to use your website to reach Local Customers. There are tips on different ways to promote your website to the people in your community.

Also, you can take a look at this story from MediaPost on using the web to help build your brand.

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Surprise Inside

Seth Godin alerted me to this video, (well me and everyone else that subscribes to his blog):

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Shut Up & Learn

It's a common theme in sales training, "Talk Less, Listen More." Here's Art Sobczak's take on the subject from my email:

This Week's Tip:
When You Do This, You Can Hear
Amazing Information

Greetings!

I like to watch the TV show, "Taxicab
Confessions" on HBO.

It is a reality show with hidden cameras
and microphones in cabs in Las Vegas
and New York.

The drivers are exceptional interviewers
and listeners, drawing out the bizarre--and
I do mean really weird--real life stories of
people they pick up late at night or early
in the morning.

At first I was amazed what people shared.
Then I realized it wasn’t that amazing at
all. The drivers were excellent at asking
questions, and then just letting the
passengers ramble.

It’s just like what we experience on
the phone: people will reveal astounding
information if we just shut up long enough
to let them.

One of the best ways to learn about
your prospect or customer is using a
pause at two points in your questioning:

1. After you’ve asked the question, and,

2. After the listener has answered.

Not just a brief pause, but a two-to-three
second pause. Here are some of the
benefits of this technique.

-You won’t feel compelled to continue
talking after asking the question if you
force yourself to pause. People don’t
always immediately answer, and
pausing gives them the opportunity
to think a bit.

-The number and length of responses
will increase. People feel more
comfortable when you give them
time to frame their answers, which
will likely be more comprehensive.

-The amount of unsolicited information
will increase. By not jumping in
immediately after they’ve answered,
they’re given a little time to contemplate
what they’ve just said, which may
prompt additional comments.

-You’ll have more time to understand
what they’ve said. Since you know
you’re going to pause, you can spend
all of your listening time focused on t
he message, not on what you will
say next.

-You’ll have more time to formulate
your next comment. You can use
your pause time to develop your
next question or statement, which
will be more meaningful, since
you’ll possess more relevant
information.

Force yourself to pause after your
question, and after they answer.
I’ve seen reps hold the "mute"
button on their phone for a couple
of seconds so they restrain themselves.

Practice this on the phone and in all
areas of your life. You’ll find you get
more information than you ever have.

——

Again, this is just an example of ONE of the
sales ideas included in each monthly eight-page
issue of my Telephone Prospecting and Selling
Report monthly newsletter which you get both
online line, and as a hard copy, when you
become a member of my Telesales Success
Inner Circle.

And, you get instant access to the past 34 issues
of the newsletter, containing hundreds of brief tips and
more in-depth instruction and case studies,
RIGHT NOW, for under $4. Plus much more,
including the past FIVE years worth of these
weekly tips, and over podcasts.
Check it all out at
http://www.TelesalesSuccess.com )
——————————————————

QUOTE OF THE WEEK
"Patience and perseverance have a magical
effect before which difficulties disappear and
obstacles vanish."
John Quincy Adams

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Bargains in Advertising

First of all, there are certain principles you must follow when deciding how to advertise and what is truely a "good deal" for your business. You can go here and brose around or drop me a note to scloho@scloho.net, for a run down of what those basics principles are.

However, while traveling last week between Chicago, Indianapolis, and Fort Wayne, my wife commented about how many available billboards we were driving by.

I believe this is due to a lack of effective billboard sales people and not a reflection on the effectiveness of the medium, 'cause any advertising medium can be effective if you follow certain principles.

Check out this story from Mediaweek:


Outdoor Up 7% in '07
Outdoor or out-of-home advertising continued to outpace most all other media, growing 7 percent to $7.3 billion in 2007, according to figures released yesterday by the Outdoor Advertising Association of America. Of the medium's top 10 ad categories, seven increased spending, led by the communications category, up 35.7 percent to $655.4 million. Katy Bachman reports. more »

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Your Floor Plan is part of your Marketing

Before leaving for vacation earlier this month, I was out doing some errands and my wife called asking me to pick up some chili beans for the meal she was going to prepare. Simple enough, just stop by the grocery store and pick up a can or two.

Problem began when I walked in and was handed a map by one of the clerks. I looked around and there were dozens of other zombie-like shoppers pushing carts and looking at their maps with a look of angst on their faces.

Turns out, I was about to become one of them.

Turns out, the store was rearranging their isles and inventory so that all the stores in the chain would have the same floor plan.

Turns out that there were four different isles that carried beans, maybe more.

Turns out I finally found the kind of beans my wife wanted after about 25 minutes and asking a couple of stockers, who didn't know either.

I left with my two cans of chili beans and hope that now that it's two weeks later, they have things back in place, where ever that place is.

How about your store? Is the floor plan designed to sell or annoy your customers?

Read this from my email:

Get in the Mood to Shop

Stores invest a great deal of time and attention in determining the best way to design floor space and shelving to create the optimal customer experience. Research shows that understanding customers' motivation for visiting your store should affect its design.

Customers who see shopping as a form of recreation—something that is fun—prefer highly arousing environments. This might include warm, saturated or bright colors, fast-paced music and complex layouts that provide lots of product stimulation. These customers won't mind if you frequently reorganize the store's layout and displays.

Shoppers who arrive with a clear task in mind—such as buying a specific item—prefer a more subdued environment. They don't want to be distracted from their mission. These customers prefer simple merchandise presentation and cooler, less saturated colors such as light blue.

How do you satisfy both types of customers? Wall color and overall layout are the elements most difficult to change, so design these to create moderate arousal. Use more stimulating elements—such as background music—when customers are likely to be recreational shoppers, such as on weekends. If the type of shopper varies by department, design each area so that it complements the reason most shoppers go to that section.

The Po!nt: Contented customers buy more. When creating or changing the décor of a store, it is important to consider the type of customers who frequent the store and their primary motivation for shopping.

Source: "When Should a Retailer Create an Exciting Store Environment?" by Velitchka D. Kaltcheva and Barton A. Weitz, Journal of Marketing, 2006. Read a PDF of the article here.

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Never leave home without it

Anthony Juliano wrote about it recently on his Soundbite Back blog.

The folks at Small Fuel Marketing wrote about it this week.

And I've written about it in the past.

There is one piece of your marketing that you should NEVER be without.

And it is portable, inexpensive, and can set the tone for you and your business.

We're talking about business cards.

5 years ago when I started with my current group of radio stations, they didn't have business cards ready for the new sales people. So instead of apologizing to the business owners I was meeting, I spent $100 and had cards made for myself. I call it investing in yourself.

Ever since that time, I have always had custom made cards, usually better looking than the ones my company provides.

A few times a month, I will visit a networking event where admission is a couple bucks and a business card.

Look, you should always have a supply of cards and you should always be giving them away like candy and ordering more. For more tips read this, and this, and this too.

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Ice Cream Marketing

Last year Stacy Milanowski from Liechty Media won one of the Ice Cream Party's talked about in this story from Mediapost.

This is a great way to promote your brand and win some new customers!

Edy's Grand Ice Cream Invites Neighborhood Parties

FOR THE FOURTH YEAR, THE company invites consumers to vie for a chance to win an ice cream party for up to 100 neighbors this summer. Edy's Slow Churned Neighborhood Salute begins at slowchurned.com, where consumers can nominate their neighborhoods to win a doorstep delivery of 12 cartons of Edy's Slow Churned light ice cream in a variety of flavors (including the Edy's American Idol Limited Edition flavors), in addition to four boxes of Slow Churned Light Ice Cream Bars. All entries must be received by May 30. Edy's will notify the winners in June, and will salute each of the 1,500 winning neighborhoods with a Edy's Slow Churned light ice cream prize package during July, August and September. --Nina M. Lentini

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Business to Business Connections

Jill Konrath recently wrote a three part series on one of the internet's most popular website/directories www.LinkedIn.com.

Today I recommended it to a client that wants to be connected with the Social Media such as Facebook and MySpace.

Here's links to Jill's stories:

Part 1

Part 2

Part 3

Jill's LinkedIn Profile

More LinkedIn Links from Jill


Jill Konrath, author of Selling to Big Companies, helps sellers crack into corporate accounts, shorten sales cycles and win big contracts. She is a frequent speaker at national sales meetings and association events.

For more article like this, visit http://www.SellingtoBigCompanies.com . Get a free Sales Call Planning Guide ($19.95 value) when you sign up for the Selling to Big Companies e-newsletter.

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Radio Listener Report Preview

So far, so good. While I write and talk about integrating the internet into your marketing plans for the future, there continues to be good news for certain types of traditional media. This is from MarketingCharts.com:

RADAR 96: Radio Reaches More Than 235MM Listeners per Week

Some 95% of adults age 18-49 with a college degree and an annual household income of $50,000 or more tune into radio over the course of a week, according to preliminary findings from RADAR 96 issued today by Arbitron.

RADAR Network affiliates (which account for over 50% of all radio stations) reach 84% of that coveted demo - and also reach 84% of adults 25-54 in households with a college degree and an annual household income of $75,000 or more, Arbitron said.

The trend in radio is toward fewer young listeners, but network radio reaches the ad-elusive and media multitasker group of adults 18-34: RADAR networks reach 82% of all radio listeners age 12 and over - but they reach 84% of listeners age 18-34, according to the data.

Among the findings issued:

• Radio reaches more than 235 million listeners over the course of the week according to the RADAR 96 March 2008 Radio Listening Estimates. That number has increased progressively from estimates one year ago, from RADAR 92 estimates.
• RADAR Network affiliates consistently reach key young and adult demographics: 84% of adults 18-34; 84% of adults 25-54; 84% of adults 18-49.
• 94% of college grads age 18+ and 96% of adults 18-49 with a college degree and an annual income of $75,000.
• The diversity of formats in radio attracts advertiser-coveted demographics in both Black Non-Hispanic and Hispanic persons.
  • 94% of Black Non-Hispanic persons and 95% of Hispanic persons, age 12 and older tune into radio over the course of a week.
  • Radio reaches 95% of Black Non-Hispanics and 96% of Hispanics age 25-54 over the course of a week.

About the data: Arbitron is scheduled to release the complete RADAR 96 Radio Network Audience Report results on March 25. The sample size for RADAR 96 has been increased to more than 225,000 respondents.

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Bad, bad, BAD advertising

Do NOT attempt this. It is wrong on so many levels...

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An advertising prediction

This came in my email from AdRants:

Future of Advertising Predicted by Leo Burnett Futurist

Leo Burnett London Futures Editor Ben Hourahine thinks he has the answers to the future of advertising. Some of what he says makes sense. Some just reinforces the notion advertising will accost anything it can get its hand on. There are no easy answers but at least it's being talked about.

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What's in it for me?

The question you must answer is the often unspoken question that your customers and potential customers are asking both consciously and subconsciously.

As we are bombarded with an ever increasing number of advertising and marketing messages each day, our brains use the question, What's in it for me? to determine what to pay attention to, what to sort into our brains Spam Folder.

I invite you to find out more by clicking here, and finding out what's in it for you...

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A Shameless Plug

This is a little off the subject today, but not much. As I have said repeatedly, you must have a presence on the internet if you want to be in business. Yesterday I wrote about how Google is replacing traditional telephone books.

Well, my wife is following my advice and after several weeks of working with a web site designer, her site is now live at www.TheSimplifiedLifeCoach.com

I could tell you more, but just go here if you want more information.

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Marketing by E-mail

I'm currently doing a check on G-mail's spam filtering capabilities. As of 9:15 am today, I have 1,477 messages that G-Mail has automaticly filtered into the Spam Folder since March 8, 2008. That's 10 days worth. G-mail will automaticly delete old Spam when it's around 30 days old, so I want to see how much I get in a month. Looks like between 4,000 and 5,000. I'll keep you up to date.

In the meantime, here's a report on how to effectively market using e-mail and Not Spamming:

Personalized Marketing Preferred; Execution Lagging

In 2006, the Chief Marketing Officer Council found over 26% of executives pointed to a lack of data and systems integration that prevented their organization from achieving the optimal level of customer insight and intimacy. the current CMO Council's 2008 Marketing Outlook study still finds that only two of the top five solution investments for the year are CRM tools and customer analytics.

In introducing the study, The Power of Personalization, Donovan Neale-May, Executive Director, CMO Council writes that "...marketers are still missing the mark on how to leverage and utilize data, and because of this they are unable to realize the full potential of personalization tools, services and solutions."

The new emphasis and importance of individualized lifecycle marketing techniques is escalating, says the report, as companies see the impact, differentiation, loyalty and word-of-mouth results of customized communication.

Quoting from current research, the following statistics are said to support the move to the impact of personal communications :

• The Winterberry Group said that spending on direct-mail advertising (an integral part of personalized communication applications) shows no sign of abating; investments by marketers totaled $58.4 billion in 2007, and that figure is expected to increase to more than $70 billion by 2011
• The EmailInsider reports that more than $3 billion was spent in the U.S. alone on e-mail marketing
• The Power of Personalization finds that 56 percent of marketers believe personal communications out-performs traditional mass market delivery. Digital, database-driven channels (email, web, contact centers) reportedly offer the most upside potential for engaging in customized communications

The study concludes that personalized marketing techniques are still in the early stages of being integrated into most companies' marketing campaigns and budgets. While the need for quantifiable tools for gauging effectiveness and ROI exists, marketers are also lagging on adoption due to the lack of accurate and reliable customer data sources. Quantitative results include:

• Improving customer retention and loyalty is the primary driver of personalization strategies; while there is high-perceived value of customized communications, usage is still very low despite many years of experience.
• Over 56 percent of marketers believe personalized communications out-perform traditional massmarket delivery; digital, database-driven channels (e-mail, Web, contact centers) reportedly offer the most upside potential for engaging in customized communications
• 38 percent of marketers don't know whether their personalized communications have outperformed their traditional marketing communication techniques.
• Nearly 50 percent of marketers report having fair to poor or little knowledge of customers, and almost 47 percent rate their company's data integration capabilities as being deficient or needing improvement
• In professional services, 56.2 percent rated their customer data as "extremely good" or "reasonably reliable."
• Only 10 percent of respondents rate the accuracy and reliability of their customer data as extremely good.
• Chief marketing executives are the primary champions of personalized marketing initiatives, but sales and customer relationship management groups most frequently maintain control of the data that provides the foundational input for these campaigns
• Many marketers currently spend less than 10 percent of their budgets on personalized communications. Looking ahead, 55 percent say they will spend more than 10 percent.
• Almost 40 percent of respondents say they are generating either of "extremely effective and measurable ROI" or "better response rates than other programs."
• Individualized letters and e-mail are by far the most common form of personalized communication. Personalized print on-demand and variable data printing are not showing as much traction
• Currently, conversion and close rates are the primary measure of success, followed closely by e-mail actioning

Please visit here to obtain the complete PDF file of the study.

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Another source for Wisdom

This whole Blog is designed as a collection of ideas relating to Advertising, Marketing and the Creative Process. It's called Collective Wisdom, because the source of, or inspiration for most of the material, is from others that send me emails and newsletters.

I have links to some of the originating websites on the right side of this page. And every few weeks, I add another newsletter to my subscriptions to draw wisdom from.

I did start another blog last year that is entirely my writings. If I were to write a book, these would be the chapters. You can find it by clicking here.

In my email comes this from Marketing Profs:

A Coffee Klatch for Every Marketer

At the ungodly hour of 5:30 a.m. each Wednesday morning, John Wall and Christopher Penn visit a coffee house in Natick, Mass., to record a podcast they call Marketing Over Coffee. The topics they cover include everything from classic marketing tactics to what's new on the technology front.

Each podcast comes with a nifty table of contents with details about each conversation. If you don't have the time to listen to the entire broadcast, it offers you the flexibility to zoom in on various subjects. A few markers from a recent discussion entitled "What You Need to Know About SEO" included the importance of inbound links, SEO maintenance, and design vs. SEO when building your site.

Visit Marketing Over Coffee's archive for conversations like:

• How to thrive at a networking event; use CSS to handle Web traffic; and what politicians can teach, besides how to lie.
• Why your house list is the most important thing in your life; how to protect and grow it; and how to maximize profit with it.
• What Metcalfe's Law has to do with marketing; best practices with PURLs; and why January is Tech Geek Nirvana.

We like the Marketing Inspiration that Wall and Penn deliver so much that we decided to sponsor their weekly podcast. So choose a subject that sounds interesting and have a listen—you won't be disappointed.

Copyright © 2000-2008 MarketingProfs, LLC All Rights Reserved.
MarketingProfs, LLC | 419 N. Larchmont | #42 | Los Angeles, California | 90004

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Google is the new Phone Book

When I was a kid, I used the phone book to look up an address or phone number in the white pages. If I needed a business, I'd look in the Yellow Pages. But not anymore. Now I look on-line. And Google is the number one search engine.

"75% of consumers visit a company's website to get more information about products, but only 44% find the information they're looking for, says InQuira."

Uh oh. If your potential customers cannot find the information they are looking for, they will continue their search, so make sure your website is designed for your customers needs and wants.

Here's the bare bones basics that you need to have on line:
Contact information including phone number with area code; email address; and street address.

And then sit down with a web designer to create a site that is customer friendly.

The above fact came in my email with the following fun facts:

Volume 3 Issue 11 - March 17, 2008

1.	75% of consumers visit a company's website to get more information about products, but only 44% find the information they're looking for, says InQuira.
2.	10% of mobile users say that receiving advertising on their cell phones is acceptable, but 32% would be amenable to ads if it would decrease their monthly bill, according to Nielsen.

3.	7.2% of Americans don't own any jeans; most commonly, they own 3-4 pairs (38%), finds Synovate.
4.	Women who are selling their business (72%) are nearly twice as concerned as men selling their business (39%) about the identity, personality, and background of the potential buyer, according to the Center for Women's Business Research.
5.	64% of people get better quality sleep on a new mattress than a mattress that's five years or older, according to the International Sleep Products Association.

	EPM Datafile Info: Publisher: Ira Mayer imayer@epmcom.com The EPM Datafile is an EPM Communications, Inc. service. (c)Copyright 2008 EPM Communications, Inc. http://www.epmcom.com
160 Mercer Street, 3rd Floor, New York, NY 10012 | P: (212) 941-0099 | F: (212) 941-1622

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Is it a radio station, or an internet station?

Public radio, "has it goin' on". During my weeks vacation, while we were in the car, we listened to a lot of traditional radio. You know, the AM/FM type.

On the FM dial, we listened to public radio from South Bend Indiana, Chicago, and Indianapolis, along with our Fort Wayne public radio station.

Nearly every talk show, every interview, even the occasioanl music show on Public Radio would invite you to download a podcast of what you just heard, or a podcast of more of what you just heard.

Have you ever been to NPR.org?

They have taken the steps to drive their radio listeners to their website. You can listen, you can watch, you can read, you can spend money on unique items. They have begun the process of transformation from a radio station to an internet station.

And on a related subject, the Marketing Charts people sent this study to my email:

Online Radio Reaches 33MM a Week, Listeners Tend to Be Social Networkers

Some 33 million Americans age 12 or older listen to a radio station over the internet during an average week - up from 29 million listeners one year ago - estimates the annual “Infinite Dial 2008: Radio’s Digital Platforms” report by Arbitron and Edison Media Research.

There is also a strong connection between online radio listening and social networking sites, according to the study, which will be released in April.

Among the findings:

• 13% of Americans age 12 or older (an estimated 33 million people) had listened to online radio in the previous week - an increase of two percentage points from January 2007.
• Though nearly one-quarter (24%) of all Americans age 12 or older have a profile on a social-networking site such as MySpace, Facebook or LinkedIn, nearly two-thirds (63%) of online radio listeners have a profile on such sites.
• One-third of online radio listeners with a social network profile visit their social networking site nearly every day or several times per day.
• The top social-networking sites among online radio listeners are MySpace and the business professional networking service LinkedIn:
  • 28% of online radio listeners have a MySpace page
  • Nearly one-quarter (24%) have a profile on LinkedIn.

“Social networking is clearly not about creating exclusive, self-enclosed communities,” said Diane Williams, senior analyst, custom research for Arbitron.

“We found that online radio listeners are more than one-and-one-half times more likely to have a profile on a social networking site as compared to average Americans and that they tend to be power-users, with one-third of online radio listeners logging on to their social networking site nearly every day or even multiple times per day.”

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Social Media growth numbers:

From my email from Marketing Charts.

Top 10 US Social-Network and Blog-Site Rankings Issued for Feb.

Though again atop the rankings of US social-networking sites, MySpace.com’s audience grew just 4% in February from Feb. ‘07, whereas second-place Facebook’s more than doubled, growing 102% year over year, according to custom lists compiled by Nielsen Online.

LinkedIn, meanwhile, increased its unique audience a whopping 271% year over year, reaching 7.4 million in Feb., compared with 2.0 million a year earlier - and challenging fourth-place Windows Live Spaces.

MySpace’s unique audience totaled 55.4 million in February, more than double Facebook’s 20.0 million.

Top Blogger Sites

Google’s Blogger remained atop the blog site rankings with 37.2 million unique visitors, up from 23.6 million in Feb. ‘07 - or a growth of 58%.

WordPress was up an impressive 209% year over year, increasing its unique audience to 16.5 million.

Fifth-place TheHuffingtonPost.com’s growth was also impressive: Its unique audience grew from 1.1 million in Feb. ‘07 to more than 3.7 million - or 241%.

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Say No

I had to get this off my chest. (Click here if you dare.)

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Back in town and back to work...

But first, as I relax before "officially" going back to work Tuesday, I thought I should clean out some emails and take care of a few postings I wanted to get on line.

So, get ready 'cause here they come.....

(For details on the personal side of ScLoHo, you can click here to read about Walkin' in the Windy City, and click here to read about Chillin' in Indy.)

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Adding up 4 years of circulation losses

Here's why some newspapers are struggling:

Charting 4-Year Circ Plunge at Major Papers

By Jennifer Saba

Published: March 11, 2008 4:30 PM ET

NEW YORK In just four years the top newspapers in the U.S. have collectively lost about 1.4 million copies in daily circulation, E&P has found. But since the reported numbers come out every six months, the overall decline for individual papers may not hit home for many. Each fall off is usually in the low- to mid-single digits -- but it sure adds up.

While the industry has lost about 10% of circulation overall in the past four years among the leading papers, some have bled much more than others during the same period, according to an E&P analysis of data from the Audit Bureau of Circulations.

The Los Angles Times lost 20% of daily circulation or more than 200,000 copies over the past four years, for example, while up the coast the San Francisco Chronicle's daily circulation dropped almost 30%.

The Boston Globe plunged about 20% and the Atlanta Journal-Constitution almost 17%. The Washington Post took an 13% hit. The New York Times is down a more palatable 7.2%.

Most of the top 20 newspapers, as ranked by the six-month period ending September 2007, experienced losses in the high single digits or more looking at the previous four years.

There are some gainers though: USA Today increased its circulation 2% and the New York Post grew 2.3% (but lost circ in its most recent report).

The list compares data from ABC FAS-FAX reports from the six-month period ending September 2003 and the same period for September 2007.

In that September 2003 report, overall daily circulation for the papers reporting to ABC fell about 0.4%, more or less the average decline (then). It wasn't until the summer of 2004 when Newsday, The Dallas Morning News, the Chicago Sun-Times and others admitted to misstating circulation by thousands of copies, that overall circulation started dropping at least 2%.

The scandals caused advertisers and industry watchers to put circulation under a microscope. Publishers began cutting out what is considered "lesser quality" circulation. That type of circulation falls under the category "other paid."

Many newspapers including the Los Angeles Times, the San Francisco Chronicle and the Boston Globe began cutting other paid circulation -- employee, hotel, newspapers in educations and especially third party sponsored copies -- hence some of the steep decreases.

The do-not-call list, which went into effect in October 2003, is another reason circulation dropped during the period.

While many papers have experienced significant declines in circulation, they are gaining readers with online newspapers.

**

PAPER -- Daily (M-F) Sept. '07 - Copies, Gained/Lost Since Sept. 03-- % Change

USA Today -- 2,293,137 -- 46,141 -- 2.1%
The Wall Street Journal -- 2,011,882 -- (-79,180) -- (-3.8%)
The New York Times -- 1,037,828 -- (-80,737) -- (-7.2%)
Los Angeles Times* -- 794,705 -- (-201,133) -- (-20.2%)
New York Daily News -- 681,415 -- (-47,709) -- (-6.5%)

New York Post -- 667,119 -- 14,693 -- 2.3%
The Washington Post -- 635,087 -- (-97,785) -- (-13.3%)
Chicago Tribune -- 559,404 -- (-54,105) -- (-8.8%)
Houston Chronicle* -- 502,631 -- (-50,387) -- (-9.1%)
Newsday -- 387,503 -- NA

The Arizona Republic*, Phoenix -- 385,214 -- (-47,070) -- (-10.9%)
The Dallas Morning News -- 373,586 -- NA
San Francisco Chronicle -- 365,234 -- (-147,406) -- (-28.8%)
The Boston Globe -- 360,695 -- (-89,843) -- (-19.9%)
The Star-Ledger, Newark, N.J. -- 353,003 -- (-55,669) -- (-13.6%)

The Philadelphia Inquirer -- 338,049 -- (-38,444) -- (-10.2%)
Star Tribune*, Minneapolis -- 341,645 -- (-38,709) -- (-10.2%)
The Plain Dealer*, Cleveland -- 332,894 -- (-32,394) -- (-8.9%)
Detroit Free Press -- 320,125 -- (-32,589) -- (-9.2%)
The Atlanta Journal-Constitution -- 318,350 -- (-64,071) -- (-16.8%)

* Daily average is Monday-Saturday.

---

Jennifer Saba (jsaba@editorandpublisher.com) is E&P's associate editor.

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Those Darn Kids....

One of the services that EPM Communications provides is regular emails featuring fast facts. Here's one that covers Youth Marketing:

Volume 2 Issue 3 March 12, 2008

---

1.	40% of teens say they download music illegally because "rock stars don't need the money," finds Microsoft.
2.	Students in grades 1-8 are more than twice as likely to say they want to be the President today than those asked the same question in 2006 (45% vs. 19%), according to Scholastic.

3.	16% of 12-17 year olds have listened to a podcast, the same percentage as those aged 45-54, say Arbitron and Edison Media Research.
4.	Most children (64%) lived with one or two siblings in 2004, 5% lived with four or more, according to U.S. Census figures.
5.	31% of teens have never had a conversation with their parents about costs related to driving, including car payments, insurance and gas expenses, says USAA Educational Foundation.

---

Youth Markets Alert (YMA) identifies the latest trends among U.S. children, tweens and teens. Download a free sample issue to discover how twice-monthly case studies, research, contacts, and industry sector analysis connect you with young Americans' $200 billion in spending power.

---

	YMA Datafile Info: Editor: Larissa Faw lfaw@epmcom.com Publisher: Ira Mayer imayer@epmcom.com YMA Datafile is an EPM Communications, Inc. service. (c)Copyright 2008 EPM Communications, Inc. http://www.epmcom.com
160 Mercer Street, 3rd Floor, New York, NY 10012 | P: (212) 941-0099 | F: (212) 941-1622

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