January 20th, 2008
Retail Cooperatives Move Online
Data cooperatives that track catalog purchase behavior have been around for decades. Catalog retailers join the cooperative, submit their own anonymous but detailed purchase data and then can use the aggregated data to make targeting decisions. Now this concept has jumped to the web, which could be very exciting. An online cooperative called aCerno acts as a clearinghouse for retailers to share data collected from web transactions. “The system would allow an online retailer to contribute information, such as a cookie tied to a customer who bought a lawn mower. Another co-op member could then use that data to show the person an ad for a related product, like gardening supplies, with the supplier getting a cut.”
Online Video-Sharing Site Usage is Huge
43% of female and 53% of male adult Internet users visited an online video-sharing content site in 2007, and the %s in all age ranges soared. Check this article for interesting and detailed stats.
Top 10 Viral Videos of 2007
Here are Jack Myers’ picks. The #1 most popular video had 20 million views on YouTube and needs no introduction. On a personal note, I did not do so well with geography in elementary school myself, so this video makes me feel a lot better.
Taser Home Shopping Parties a “Stunning” Success
The Tupperware party idea has finally jumped the shark. Proof positive that you can apply a high-pressure ponzi scheme to just about anything!
Match the Medium to what People Actually do with It
This is an article detailing some of Rupert Murdoch’s thinking re. the future of the Wall Street Journal and, of course, he’s a genius. His simple point of view is that – in a multi-media, multi-channel, multi-screen world – each channel’s content should be based on the interest and needs of its users. For example: perhaps the long, long, long stories on the cover of the Wall Street Journal each day would be better off in the weekend edition, when readers could actually find the time to read them. The WSJ shouldn’t be ESPN, but maybe a simply sports score chart would be useful to traveling businesspeople who might get yesterday’s scores by picking up the newspaper left outside her hotel room.
This is the process that Time magazine must pursue if it is going to survive. Forget about the past. (1) Put index cards up on a bulletin board that say Website / Mobile Web / Mobile Text / Print. (2) Decide who uses each, when and for what. (3) Execute mercilessly. This is the process that the Variety franchise pursued when I was at Reed Elsevier: Variety online is best for quick visits and breaking news. Daily Variety is great for finding out what you missed yesterday, with just enough context. Weekly Variety offers long-form articles and a discussion of trends.
The Trading Up Phenomenon is Recession-Proof
This is an article in The New York Times (01.20.08) that tries to tie the idea that consumers are reigning in spending at the moment to an overall “decline” of the idea that consumers who are not truly wealthy “trade up” to luxury brands when they have discretionary cash. This blogger has discussed her interest in this concept before, and recommends Michael Silverstein’s and Neil Fiske’s book on the topic Trading Up: The New American Luxury. Like Silverstein, who’s quoted in this article, I think the author of this article is way off track. The whole point is that middle- to upper-middle class people trade down when they are low on funds, and up when they are flush. “The trading up phenomenon is quite recession-proof,” Mr. Silverstein says.
AcernoYouTubetasertaser partiesMiss Teen USA South Carolinatrading upRupert MurdochWall Street JournalTime magazineNew York Times
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