Links for 2008-03-30 [del.icio.us]

It’s Not Just Size of the Audience That Matters

NEW YORK (AdAge.com) — While 57 million ABC soap opera viewers is a number big enough to whet any marketer's appetite, tracking the subsets of that larger whole remains a daunting task. Measuring audiences is no longer just a game of counting the masses.

Chasing the Cheaters Who Undermine Online Research

BATAVIA, Ohio (AdAge.com) — People who cheat on online surveys could soon find themselves — or at least their computers — on an industrywide digital blacklist of respondents who are undermining the $4 billion online-research industry.

How to Walk the Talk of Tailoring Ads to Content

NEW YORK (AdAge.com) — The American Legacy Foundation isn't the biggest advertiser in the world, and its new anti-smoking effort, valued at between $20 million and $25 million, wouldn't wrinkle the forehead of an accountant in the offices of a marketing behemoth. But it just might be big enough to point the way to changes in how many feel advertising ought to be executed.

Mags Go Gaga for Green, With Just a Nod to Own Hypocrisy


NEW YORK (AdAge.com) — Many green glossies seem determined to test their readers' capacity for cognitive dissonance by editorializing for eco-friendly action on virgin paper that lugs big carbon emissions behind.

People, Process and Organization Must Evolve Now


While every marketing executive recognizes the pervasive pull of the internet, most allocate only 5% to 10% of their ad budgets to digital media. And unfortunately, many marketers — by their own admission — have not adapted to the new reality.

To Reach Shoppers, Move Beyond Print Circulars


With few exceptions, most retailers are still addicted to the heady narcotic of promotional free-standing inserts, sinisterly delivered through rapidly dissolving print and newspaper media channels.

Avoid the Shopper-Marketing Pitfalls


Getting inside shoppers' minds — and influencing their decisions at the moment of purchase — is quickly gaining traction among leading retailers and consumer-package-goods companies that wish to gain distinct competitive advantages in the marketplace.

Don’t Call It Blockbuster Video Now


LOS ANGELES (AdAge.com) — After 10 years of mostly red ink and a revolt led by corporate raider Carl Icahn, Blockbuster swallowed hard and hired James Keyes, the former CEO of 7-Eleven Stores, to turn it into full-service media-delivery company.

Why ’08 Isn’t Mobile’s Year — Again

SAN FRANCISCO (AdAge.com) — Each year since about 2000 — and maybe even before — has been wrongly touted as the year of mobile marketing. And this year won't be it either, despite the we're-not-kidding-this-time rhetoric being spouted by mobile-marketing boosters converging for telecom's big powwow in Las Vegas this week.

Mobile Marketing Based on Place Is Finally Making Strides


SAN FRANCISCO (AdAge.com) — Location, location, location is the mantra of the emerging mobile-marketing industry. While geo-targeting has been touted as a major mobile-marketing boon for a while now, there have been few real examples. But there are signs the technology is finally catching up to the promise.

In Dodge’s Rearview Mirror: Nissan

NEW YORK (AdAge.com) — Nissan is about to take Dodge by the horns. After being rammed from its place as the third-best-selling vehicle brand by Toyota in 2001 and then shoved further aside by the Honda brand three years later, Dodge — now the No. 5-selling vehicle brand — has Nissan close on its tail.

With Few New Fall Shows, TV Nets Fight for Attention


NEW YORK (Adage.com) — If you liked last year's fall TV season, chances are you'll love what's on the air come September. Due to the writers strike, many broadcast networks will have fewer new programs to introduce, relying instead on already-established shows.

Coke Gives Torch Relay Green Theme Amid Air-Quality Concerns


CHICAGO (AdAge.com) — Coca-Cola is using the Olympic torch relay — the handoff that sends the Olympic flame hurtling toward Beijing, one of the most polluted cities in the world — to highlight its commitment to the environment.

Slow Spending Growth Not the Whole Story

NEW YORK (AdAge.com) — The ad-spending numbers certainly look bleak. It's enough to make you want to dump your media and holding-company stocks before it's too late. But the numbers belie some undeniable bright spots in the industry.

Travelers Reopens Umbrella as Rivals Roll Out Ads


CHICAGO (AdAge.com) — Six years after its blunder in giving away the red-umbrella logo in a spinoff from Citigroup, Travelers and its icon of protection are back on air in a big way.

China: West Is Overreacting


BEIJING (AdAge.com) — Public sentiment against the crisis in Darfur and Tibet may be escalating in the U.S., but in Olympics-crazed China, protests against the country's support for Sudan or treatment of Tibet are viewed — when they can be seen at all — with surprise, frustration and even anger, but little sympathy.

Value Menus Cost Operators Dearly


CHICAGO (AdAge.com) — The ubiquitous under-a-buck value menu that boosted the fast-food industry is hurting some franchisees.

Riney: A Cool-Warm Skeptical Optimist


In "The Crack-Up," F. Scott Fitzgerald said that to effectively negotiate life, you had to be able to hold two opposing ideas in your mind at the same time. Which brings us to Hal Riney.

Top 40 Pranks – Prank Ideas for April Fool’s Day (SUPER GALLERY)

(TrendHunter.com) Looking for the top pranks of all time? With April Fool’s Day just around the corner, it’s time to ‘get your prank on’.

Accordingly, we’ve prepared a cluster of our favorite pranks.

Hopefully you can use this list to inspire your own pranks.

Be warned that many of these pranks require a lot …