For Boomers, Integrated Media Strategies Are Necessary

Earlier this year, Forrester Research released its five year advertising forecast which found that marketers were shifting substantial advertising dollars out of traditional media and into interactive channels such as mobile marketing, display ads, search, social media and email.

Yet, marketers who rely too heavily on interactive channels, at the expense of traditional channels, risk losing out on the lucrative Boomer segment that are avid multi-media consumers. In fact, unlike other age groups, Boomers consume a daily, balanced diet of media from multiple traditional and interactive sources with traditional media -- television, radio, and newspapers -- providing their daily "squares."

Consider these statistics:

Television

• Boomers spend, on average, 9.5 hours a day on "screen" time activities -- e.g., television, computer, mobile phones, video games -- with the largest percentage of time spent on television.

• 77% of Boomer's daily viewing occurs between 7:30 pm and 11 pm, when they are most likely to watch The Discovery Channel, A&E, the Food Network, ESPN and Fox News.

Radio

• 76% listen to the radio -- more than any other demographic -- with half listening during morning drive-time and their programming preferences vary from oldies to country to talk shows.

Read more at MediaPost.com

In Teen Book Publishing, A Stronger Focus On Reader Interactivity, With Internet Marketing Ascendant

Big Honcho Media Partner, Dina Vathis quoted in Youth Markets Alert article.

View the article by clicking here

Managing Partner Dan Beck on the future of Michael Jackson's music

Dan Beck, Managing Partner of Big Honcho Media discusses the future of Michael Jackson's music on Fox Business.

Motherhood and Social Media Go Together

Mommies are flocking to social networks, according to new research from BabyCenter LLC, which runs several parenting Web and community sites. The number of moms using social media regularly has grown from 11% in 2006 to 63% today, an increase of 462% in three years.

Social media are not equal in online mommies’ eyes, however. Most say they use mass-reach networks such as Facebook for socializing and entertainment, but turn to specialized content sites for information and counsel from fellow parents.

And while parenting may not define who these people are, it has a strong impact on what they buy. Eighty-five percent of respondents said having a baby changed their purchasing habits in some way, while 62% said it specifically led them to change the brands they usually bought.

And 73% said it changed the very criteria they use for selecting items to buy. For example, before having a first child, women reported quality, features and design as top considerations in their shopping choices; after childbirth, those priorities switched to safety, quality and price.

“To reach today’s mom successfully you need to understand fully how she lives her life,” BabyCenter chairman and global president Tina Sharkey said in a release. “The 21st Century mom has many faces and the more you know about her, the easier it will be to build a relationship that lasts a lifetime.” Read full article at PromoMagazine.com

Dan Beck on Fox Business discussing Michael Jackson's legacy

Big Honcho Media Managing Partner, Dan Beck, discusses Michael Jackson's legacy on Fox Business - June 29, 2009.

Wall Street Journal Blog quotes Dan Beck on Michael Jackson

“I always felt he would never be an old man.”—Dan Beck, managing partner, Big Honcho Media

Jackson was not only the first African-American music superstar, he was, Dan Beck points out, “the guy who met the beginning of the ultimate media explosion.” Beck, now managing partner of Big Honcho Media, worked with Michael from 1988 to 1996, as senior vice president of marketing and sales at Epic, “when he still had the big career, but there were starting to be cracks in it. The plastic surgery. The charges of child molesting. He was very smart, very competitive, but there were big blind spots.

“He was always about the Big Dream,” says Beck, who came up with the idea for Jackson’s 1995 ‘HIStory, “the Fantasy of it all. I remember Michael walking into a meeting for ‘HIStory’ and saying, ‘I see this album selling 100 million copies.’ The room stopped. It was like, ‘He’s out of his mind.’ But he just looked at us and said, ‘No one ever thought I could sell 44 million. Why can’t we imagine 100 million?”

Read entire WSJ.com Blog post

Dan Beck, Managing Partner of Big Honcho Media, reflects on working with Michael Jackson on Fox Business

Dan Beck, Managing Partner of Big Honcho Media, was on Fox Business on Friday, June 26, discusses his time working with Michael Jackson.










Dan is on at 3:27

FTC: Bloggers should reveal when they're being compensated to promote a product

Consumer Reports' Money blog says that the FTC is updating its truth-in-advertising guidelines, which were last looked at in 1980, to include bloggers among those who have to reveal when they're being compensated. FTC says bloggers should reveal when they're being compensated in some way to promote a product. Read more

Tips on Marketing to the Recession Mom

This recession is deeply and directly affecting women with children. Yet, like Rosie the Riveter from WWII, the modern American mom is a strong woman doing what she always does in a time of crisis: She takes a hard look at things, freaks out in her head for about 10 minutes, and then moves on, creatively working through it, around it, and within it.

After living in a consumption economy for the past 15 years, moms are figuring out how to scale back, without their families noticing too much. Moms are keeping things somewhat normal by doing the same with less, or similar with less. Read article

TV is crucial for reaching Youth Market

A new study from Viacom’s MTV Networks International finds, somewhat unsurprisingly, that television is the most effective way to market to young people 12-24 and has the greatest impact of any channel in shaping their purchasing decisions.

The study, titled “A Beta life Youth,” found that one in four respondents ages 12-24 reported that they first see or hear about brands, products or services from TV ads. Sixty percent of those polled said TV ads play a role in their brand choices. More at Promo Magazine