| December 10, 2008 | News for marketing professionals |
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- Will Leno's prime-time show be DVR-resistant?
Many media buyers are welcoming NBC's move to put departing "Tonight" show host Jay Leno in the 10 p.m. slot, because the nightly show is perceived as more likely to attract live viewers, as opposed to crime and medical dramas that typically occupy that network time-slot. The short skit and interview format provides more varied product placement opportunities for marketers. Jason Maltby, a media buyer at Mindshare, says the deal makes economic sense but wonders how NBC will recover if the show doesn't attract viewers. "How do they reprogram those five hours that they are taking away?" Maltby asked. "What NBC is attempting to do is fundamentally change people's TV viewing behavior," he said. "And then to ask them to switch back a year or so later is a pretty tall ask." NYTimes.com
(12/9), Los Angeles Times
(12/10), Advertising Age (tiered subscription model)
(12/9)       
 | The Future of Advertising is here! It's fresh, sexy & powerful. IN-SOFTWARE ADVERTISING
is about to change the way you reach your target audience. Discover our touch-points. We're so confident, that we're giving you a FREE $10,000 Ad Campaign! Without obligation. Just results. |
| Company News |  | |
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- Congress, White House to offer automakers $15B bailout
Democrats in Congress and President George W. Bush have reportedly agreed to a $15 billion bailout package for GM and Chrysler -- one that comes with a "car czar" with veto power over transactions in excess of $100 million and one with the authority to recall the government loans if recovery efforts are not deemed sufficient. Some Senate Republicans are reportedly looking to scuttle the measure when it comes up for a vote. Ford Motor Co. is not seeking immediate help, but has requested access to $9 billion in loans should its financial outlook darken. The Detroit News
(12/10), Automotive News/Reuters (subscription required)
(12/10)
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Brand contraction and GM's agencies: If General Motors goes ahead with a plan to deemphasize four of its brands, some are expecting the automaker to consider consolidating its remaining nameplates under the umbrella of a single holding company. Interpublic and Publicis currently split the majority of GM's accounts in the U.S. Advertising Age (tiered subscription model)
(12/9)
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Auto bailout scheme would create advertiser-in-chief: One of the curious effects of the draft plan to save Detroit automakers is that it would give a federally appointed "car czar" power over a portion of the auto industry's estimated $7.3 billion U.S. marketing budget, this article says. Advertising Age (tiered subscription model)
(12/9)
 | In tough times, leaders lead. They also read...SmartBrief. More than 62% of SmartBrief subscribers hold Director, VP or C-level positions. Reach senior decision-makers here and get measurable advertising results. Contact a SmartBrief advertising expert today. |
| Market Trends | | |
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| Interactive | | |
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- AOL relaunches social network Bebo
AOL is looking to social network Bebo, which it acquired in March, as a means to reposition AOL as a top performer in the Web content and social-networking spaces. The Bebo strategy hopes to leverage the estimated 124 million users of AOL's instant messenger client and of Bebo itself, and is focused around the "Social Inbox," which aggregates access to content from around the Web, including e-mail from Yahoo! and Google as well as feeds from Twitter and video from YouTube. NYTimes.com/GigaOm
(12/10), The Wall Street Journal (tiered subscription model)
(12/10)
- Ad-skipping pioneer TiVo is now selling ads
TiVo has started selling advertising on its pause menu, and marketers such as Mercedes-Benz JSA and 20th Century Fox Home Entertainment already have signed on the dotted line. The spots can appear on the pause menu of either live or time-shifted programming. Multichannel News
(12/9)
| AAF Spotlight | | |
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Interested in a marketing, public relations or advertising career?
The American Advertising Federation (AAF) invites you to attend the 2009 Mosaic Career Fairs this February and March, in Chicago; Universal City, Calif.; and McLean, Va.In 2008, nearly 500 college students from across the country and representatives from 80 top advertising, marketing and media companies participated in the Mosaic Career Fairs, sponsored by Gannett, USA TODAY, Leo Burnett USA and the Walt Disney Co. The Mosaic Career Fairs feature career development workshops, panel discussions with industry professionals, one-on-one resume and portfolio critiques, a recruiters expo with some of the country's top advertising, marketing and media companies and on-site interviewing. For more information, go to www.aaf.org/mosaicfair or contact Candace Elliott at celliott@aaf.org.
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Steve Lanzano, COO of MPG's U.S. operations, talks to TVNewsday about the impact of the recession on his network and local TV buys and how ad developments in new media and out-of-home are changing the ways of brand messaging. 
