After ending its six-year sponsorship with Tiger Woods last month, Accenture has replaced the golf pro with images of an elephant, frogs and fish in a new ad campaign. Developed by Accenture's agency, Y&R, New York, the campaign is a continuation of its “High Performance. Delivered.” effort. The new ads include TV, print, online and outdoor, and feature images of animals in playful, unusual situations. For example, one print ad shows an elephant surfing, with a headline that states, “Who says you can't be quick and nimble?” The campaign is estimated at be-tween $40 million and $50 million this year.
For the second straight quarter, paid search advertising in the high-tech and consumer-electronics sector grew by double digits, as the final three months of 2009 saw pay-per-click search ad spending rise 16.2% over the third quarter and 13% over the same period a year earlier. Marketing analytics company Covario Inc.'s “Global Paid Search Spend Analysis” reported that Microsoft Corp.'s Bing search engine has been a major beneficiary of this growth. Since its mid-2009 debut, Bing more than doubled its U.S. market share, ending the year at 13.3% of tech search spending for the quarter and almost equaling Yahoo's 14% share. Google continues to lead in technology search marketing revenue, with 72.2% of expenditures for the fourth quarter.
It's full speed ahead for Editor & Publisher. The magazine, which covers the newspaper industry, announced on its Web site last Thursday that it had been sold by Nielsen Business Media to Duncan McIntosh Co., an Irvine, Calif.-based publisher of Boating World and other magazines. Financial terms of the deal were not disclosed. Nielsen Business Media had closed E&P as of Dec. 31. In taking over, Duncan McIntosh said it plans to publish a February print issue and continue the magazine's monthly print publication schedule. Charles “Chas” McKeown will continue as publisher of E&P. Mark Fitzgerald was named the magazine's new editor. He had most recently served as E&P editor at large. (Editors note: The story on page 9 that addresses Nielsen Business Media's shutdown of E&P went to press before news of the sale broke.)
Apple Inc. may be poised to leap into the world of mobile advertising with the acquisition of mobile ad network Quattro Wireless. The deal, confirmed by Apple, is valued at more than $250 million, according to analyst reports. It is seen as a move to take advantage of Apple's quickly growing mobile app service for its iPhone, as well as overall mobile ad growth, forecast by JP Morgan to rise 45% this year to $3.8 billion. Apple's move is seen as a response to Google's announcement in November that it intends to pay $750 million for the leading mobile ad network, AdMob, pending regulatory approval.
Consumer magazine advertising pages plunged 25.6% last year compared with 2008, according to Publishers Information Bureau data. Ad pages for 2009 totaled 169,217.76. The fourth quarter showed that the decline in ad pages was decelerating slightly, as pages fell 21.6% in that period compared with the fourth quarter of 2008. Business magazines concluded a dismal year. Fortune posted the largest percentage drop in ad pages in the category, with a plunge of 36.0%. BusinessWeek (-33.8%), Fast Company (-30.9%), Forbes (-30.2%), Barron's (-27.8%) and Harvard Business Review (-26.6%) all posted steeper declines than the average consumer magazine. Magazines aimed at small businesses performed marginally better. Entrepreneur's ad pages fell 18.3%, while Inc.'s were off 24.2%.