David Levy makes a good point about the difference or really lack of difference between broadcast and cabled TV for the viewer. Not so much about ratings differences, more about perception...case in point; The "new" Late News daypart is more about young males watching Sportscenter and Comedy Central/John Stewart than it is about sitting down and watching a half hour of news on a local broadcast station. The younger the demo the greater the likliness the two Broadcast & cable) blur together. Sheldon Senzon JMS Media, Inc. mrmediapro@aol.com –Boca Raton, FL

The video suggests that 75% of viewing is time-shifted - far different "75% of TiVo viewers fast-forward through "Grey's" commercials." –Universal City, CA

Has anyone done a correlation between how late a show runs and whether it gets tivo'd and replayed? Grey's Anatomy is, of course, highly rated, but I bet its time slot is the reason for this behavior. –Rochester, NY

The are several variables that are responsible for the success or failure of monetization. first,you must know the potential consumers' profile (IAOs), then you can select the elements that are necessary to be implemented, for an emotional attachment to your target. Most importantly, a creative tool is required to attract and engage potential consumers with the message. Using a metaphor...you need to decide,do I use a pair of pliers or a wrench, to attach the bolt to the nut? Which will work better, and what kind of pliers or wrench do I use? -Neil Seiffer, NSTV,LLC contact: nseiffer@optonline.net –West Paterson, NJ

Need I point out that her brilliant idea might have been "inspired" by the recent book "The World Without Us"? –Lewiston, ME

I'd have to say that offering Trip prizes for the Amazing Race had to help the brand recognition & help support their current philosophy. By being on the Amazing Race, it increases their 'top of mind' awareness to the consumer. –st. james, NY

While introducing the Provoq at CES was groundbreaking, I'm almost more surprised that the head of GM wasn't wearing a tie when he did it! –SANTA MONICA, CA

Diller's comments on UGC are laughable. Just look at open-source software as an example. Better quality at lower costs to consumers. I agree the promotional 'pull' of UGC is only as potent as how sexy you make the product or endgame, but still great things to come. –SANTA MONICA, CA

I found it ironic that the context of one of the segments was how awkward pre-roll was as I was forced to watch a 15 sec. pre-roll before I could watch 3 minutes. –Indianapolis, IN

Roxanne Quimby founded and built Burt's Bees with Burt Shavitz, who left the company when it moved from Maine to North Carolina. She was the sole owner at the time of the sale to private equity. David Vinjamuri Author, "Accidental Branding" –NEW YORK, NY

Thanks. Very efficient. Love it. –Sausalito, CA

3MVs (3 minute videos) are GREAT! Dont stop - here's a suggestion, add the links, next to the video, to the article so that the viewer can read more. How can I get the videos on my mobile phone??? –DALLAS, TX

Fantastic! Love this service so keep it up. I'm an analyst in Japan lookings at media and advertising, and love AdAge for a good daily round up of the news back in the US (and elsewhere overseas). This short and concise video roundup is a perfect compliment to the print version of the news you already provide (which again is top notch). Thank you. –TOKYO

Who creates your video segments? Obviously not someone with video news or new media experience. 1. Get some dynamic talent. I don't want to look at or listen to this guy for 3 seconds let alone 3 minutes 2. Take that horrid logo (did your intern create that?) off of the screen after the intro. Use a visual that relates to the story 3. How about you use the medium you're in?! Why do I have to watch the full 3 minutes? I should be able to jump to the stories I want to hear. I'm sure a 15 year old could program that for you and you wouldn't have to give him more than a $10 pizza and a 3 liter of mountain dew. Get with the times Ad Age. We expect more from you. –NEW YORK, NY

If you like loud obnoxious music and don't mind having to open your firewall to see the video, this is interesting. I opened my firewall to load the player and within the first 3 seconds closed the window when I was blasted with the loud music. I didn't even see the video. Think you could tone it down or would that detract from the news you are showing? –Gainesville, GA

As good as it can get! I wished I had an award to donate! –Brunswick, OH

This is a pure idea. A great one. Good shit. –south porland, ME

Nice introduction to scare the hell out of your award-winning ass off, as long as you have a creative ass. –atlanta, GA

That 3% of consumers are motivated to buy by "brand integration" is perfectly logical since most branded content is simply higher-priced product placement. Advertisers should ask anyone pitching them three basic questions: (1) how will your show generate high viewership levels? (2) how will your product integration increase sales, not just name awareness? (3) do you have enough confidence in your content's success to be compensated by a results-based pay plan? Then branded content can fulfill its potential. –Santa Barbara, CA

Social networking is in our behavioral DNA: we love being social and we tend to form a social circle within a pre-determined value, be it social status or financial status. to put it plainly we love to be exclusive and this exists everywhere in our lives. So the new "wave" of "open social" may just be a fad. In the end, we will find other ways to form a "club" elsewhere. Peter He –New York, NY

For many examples, especially the much valued and anticipated Creativity Weekly Top 5, it might be handy to provide a small summary of each piece's objective(s), or a summary of what goes on in the videos, and not just the title, or creator. This might help in some of the cases where the videos are 6 minutes or longer and we may not know what we're watching. Thanks. –Burt, NY

Did anyone else notice that Martin's latest video report on BootB.com, where he lauds the company, ends with a disclaimer (a quite brief one), indicating that the Lindstrom company is an advisor to BootB.com? Seems inappropriate to me. –Chicago, IL

I really hope the prediction about environment friendly advertising will become a reality, but I'd rather not see too much advertising in games; or at least, not in the ones dedicated to kids - this is an area where advertising should be extremely responsible and give some support to parents striving to offer the best education they can. p.s. there's an error when presenting prediction no 3, Martin talks about 2003 instead of 2008 :) –Timisoara

I enjoyed your recent report about Mama Mia and localized globalism. It perfectly underscored the discussions held by the Summit Group. The group is comprised of six of the world's leading independent advertising agency networks (MAGNET, IN, TAAN, WWP, AMIN and ICOM). The CEOs of the networks recently met in Paris to discuss how they could collaborate to provide better, more on-target marketing support for clients in local markets, and they came away with a number of ideas for doing so. It was good to see a report which further supports that idea. Mary Ann Miller - Pittsburgh, PA –PITTSBURGH, PA

Global Marketing IS Multicultural Marketing. Multi-cultures can exist on a community, city, state, and country level, because everyone "listens" differently; Why don't you guys hire me already! –Baltimore, MD

FYI Bacardi got famous in Puerto Rico. The marketing and sales strategies employed to take the brand to the level it is at today did not occur while the rum was being produced in Cuba. In fact, senior management for the rum distiller was headquartered in PR until recently. –CORAL GABLES, FL

Great Interview Martin! One of the main problems that the Martini Brand suffers from in the U.S. is lack of recognition. Martini (the Brand all over the world except in North America where it is Martini & Rossi)) is seen all over Europe...especially throughout the Formula One racing circuits (Monaco, Italy, France, etc.) as a very visible track sponsor and are also a partial sponsor of the world famous Ferrari F 1 team. Here in the U.S. there is little or nothing....There was literally no presence at the U.S. Grand Prix. I cannot remember the last time I saw any advertising for the Brand here in the states....in any medium. What's fascinating to me is that before Bacardi purchased Martini (Vermouth and Sparkling wines) from the Rossi family they kept the North American name (Martini & Rossi)and didn't switch to the Global Brand name...."Martini". When Gallo purchased the Louis M. Martini Winery several years ago it created quite a stir in the wine world. L.M. Martini was considered an iconic Napa winery that was still resting on it's laurels and rapidly loosing shelf space due to very poor marketing on the part of the Martini family. Gallo evidently never intended to boost the fortunes of this once great wine estate, they all but destroyed the Winery's Brand by changing the name and label to read, in effect, "Napa Valley"....showing their true colors (they really only wanted the Martini Winery's much heralded vineyards located in the heart of prime Napa Valley. I challenge both Gallo and Bacardi to do something out of the ordinary and resurrect these moribund Brands. I will be more than happy to lead the charge! ---Jeffry Martini (real name...and real Brands) –BEVERLY HILLS, CA

Japanese store concept is not new. There are alot of mom and pops all over the globe with limited working capital thus they only stock leading brands of leading categories. –Greenwich, CT

hi, I just watched the report on country branding. Can you make sure you spell the name of the city and country right?? It's Colombia and Cartagena, the right names of the places. If you give them two seconds of attention you should know how to spell their names correctly at least. That should be the first rule of branding a destination!!! Have you ever thought of the power of literature and other sources other than cinema to brand a region/country? When I think of Colombia, I think of Gabriel Garcia Marquez and not the violence of a movie like Mr and Mrs Smith that I really don't care to watch. Thanks for making the trip to Cartagena and highlight this destination. I'm not from Colombia but Cartagena is on my list for my next vacation. Angeles –New York, NY

The moral ground of the Pascal featured in the recent New Yorker article has taken quite a different stance than the one made this statement in 2003: "I never want to talk about my work, because it's kind of taboo,'' he said. "The people who benefit from my work do not benefit from me talking about it.'' It seems this latter day Pascal can't speak enough! ref: http://www.theage.com.au/articles/2003/03/03/1046540121180.html –Brooklyn, NY

We still have problems with men hating women and women hating women. This has nothing to do with soap. –Chicago, IL

Pascal and Annie should probably admit that they retouched the images before the retoucher him/herself comes forward. I'm sure there are marked up proofs somewhere! From experience, all images are retouched, even the most "natural" images. Color correction can be used to take away blemishes and make older women look younger in many ways. I've been retouching for over 20 years, and most images are retouched, no matter what!! –New York, NY

The authors are a bit naive in their cost comparison of sampling versus network advertising. $20,000 per 50,000 samples translates to $400,000 per million. Reaching five million target audience members with samples would cost $2 million compared to the $585,000 cost for a 30-second network ad cited in the article. –Shoreview, MN

Wonderfully directed spot. Not a huge fan of the Tag line, but think 72 and Sunny hit a cracka'! –London

RE: Jerry Gant's comments

Yep, countless years of World Cup failure, HOSTING a World Cup, a still flaccid MLS even WITH David Beckham playing and 120 seconds is going to turn the entire country around about the sport.

To be clear, I'm a HUGE footie fan, just a heck of a lot more realistic about what Americans get excited about.

-Brian LoCicero, North Aurora, IL –Naperville, IL

Well, if you had seen the movie Zidane, about the French soccerplayer, the angles etcetera wouldn't be so surprising. Anyway, I too liked the commercial a lot : ) Tuba, Advertising student, the Netherlands –Schiedam

It's a great campaign; hopefully it'll get more Americans excited about football! –Collegeville, PA

This article is spot on except for one point - those Christopher Guest ads for DirecTV are hilarious. –Houston, TX

Free kick, dude. Not penality kick. Materially different, bro. –New york, NY

How do you get to Carnegie Hall? The answer is obvious: practice, practice, practice. –Kansas City, MO

This is such a great article! I wrote on the controversy surrounding the Dove campaign as well. In retrospect I'm doubting my initial reaction but it's interesting none the less... http://thoughtindustry.blogspot.com/2008/05/dove-bifurcation-of-authenticity.html -Craig –New York, NY

Jonah - nice article/post .. never know quite what to call these "mash-ups." Seems the larger the brand/agency the more they struggle with how comfortable they are giving up the (illusion of) control and participating in (dare I say the word?) 'the conversation.' Those of us working in this space (myself included) tend to forget that to jump into this game means a switch not only in a new way marketing/advertising/pr tactics but in corporate culture and business processes. When those elements are in-place then we'll see the entire integration of your/our vision of participation marketing. –atlanta, GA

With all the recent staff changes and moves within his company, perhaps Mr. Bonnier should consider launching an employee social network. It can go a long way in bonding his staff and creating a unified company culture. Ed Dintrone ACQUAINT interactive –PELHAM, NY

Jack, Great story, but more blame needs to be put on the interpreters... Two things to think about: 1. An abundance of data results in a poverty of attention. 2. All data and analysis has an agenda -- whether you're producing it, analyzing it or showcasing it for your interest. These two factors are creating the messiness you describe. Regards, Max Kalehoff –New York, NY

Inspiring! Well said. –Chicago, IL

A great article that is so spot on because it is so true. The first step to fixing this problem is to recognize it and put it out on the table like what is done here. –Centennial, CO

Beau is correct. The client agency relationship is symbiotic. The quality of the results depends in large part on the leadership, courage, and conviction of the client to embrace and champion strong creative work. –Boulder, CO

For the most part, and in principle, Beau is correct. However--I didn't get a sense of what "ad campaign" means to him. However, as long as agencies AND clients create silos for what are actually media (Broadcast/print, interactive, mobile, mail, etc), the battle is political, not marketing. CMO's and "ad guys" will have a hard time connecting as long as media trump brand srtategy on the way it is all organized. No one really needs an "interactive/digital" or direct mail group, except to execute... –CHICAGO, IL

I agree! Well stated, well reasoned and an articulate, thoughtful, contrarian commentary - it's about time somebody stood up and saved the Olympics. –Clifton, NJ

Great article - very insightful. Although, I feel to get the point across, one has to press Beijing to accept the Olympic spirit. Without doing so, the Olympic Games merely become an event to drive tourist dollars to the host country. –Ny, NY

Two positives do not make a negative! Yeah, right. –Tor, ON

"Teach the world to sing," "Bring good things to life," and whatever J&J says...Meanwhile, women and children are being raped and murdered in Darfur. Whatever it is these sponsors claim to be doing to relieve the horrible circumstances in Darfur pales in comparison to the guilt assigned to sponsorship of the games. The next time the IOC/USOC bow to governmental pressures for games' location, sponsors should show a bit more compassionate--and less narcissistic--posture. Politics IS economics--didn't anyone take a poly sci course in college? –CHICAGO, IL

In the real universe of today's TV viewing technology, such as time-shifting (DVRs), marketers cannot pick and choose; who will watch, what kind of individual will tune-in, and when they will want to view their commercial messages. So, during our research, at NSTV,LLC,(to collect qualitative data) for our new TV show concept, we approached real viewers at random, to watch and form their own opinions about the impact, effectiveness, and recall of commercial messages, produced by the world's most creative and respected advertising agencies for their internationally renowned clients. Our object is to test our strategy and methodology, to blur the line between the shows pre-commercial content, and each advertiser's message, creating a cohesive and seamless transition, as well as preparing, stimulating holding the audience. The most important variable that cannot be controlled when a TV ad is delivered, is the "mood" of the viewer. An occurance or an event (good or bad) can trigger a change in the mood of any viewer's desire to watch, during that particular moment. Even second by second tracking of channel surfing behavior can never be totally accurate. So, I decided to develop a way for viewers, who want to communicate with us, (without set-top boxes or computer chips) and tell us their "view" about any TV commercial message, "as seen" during our showtime, anywhere they watch in the world. We can uniquely identify any commercial, as seen during our scheduled programming. We have installed incentives to motivate response, and collect meaningful data that can be shared with marketers and their research firms, to be deciphered for analytics. Some of the data we can collect includes: each individual viewer's purchase intent, the impact of the ad, and the viewer's activity, while watching any of the commercial messages. Each viewer's profile can be linked to their response for evaluation, and determine whether or not their "view" should be taken into valuable consideration for future marketing plans and target markets. Consider the following: a 29 year old and a 59 year old (regardless of gender) may have the same purchase intent because their profile information indicates similar interests and needs. Now the marketer has a reason to widen the demographic range of the target market, and the 18-49 demo may soon be an inaccurate model. -Neil Seiffer, NSTV,LLC nseiffer@optonline.net –West Paterson, NJ

Really, does it matter? First, one doesn't hire Annie Leibovitz, which is to say, pay her a million dollars, for realistic, or even naturalistic portraits. She's an artist who transforms her subjects into icons. Second, no consumer studies these photographs, at best, as ads. they're glanced it and the subject's associations are good, bad or indifferent. Consumption of the product, increase in market share, are what matters, not the good opinion of a handful of people who believe consciousness can be engineered by advertising. "Real" women is as artificial (read: false) a concept as Super Model. These models were not chosen at random on the 6 Train or B Train at Rush Hour. They were selected, which is to say, edited. The photography was styled and shot to approximate some notion, we've agreed to call real. Hey, wake up, there's nothing real here, it's advertising. –New York, NY

You shouldn't have reported a "maybe it's been retouched" article in the first place. Gossip isn't news. –Longview, TX

A picture says a thousand words. Rather than playing he said/she said, I've got an idea. Why don't Unilever and Ms. Leibovitz share the original proofs so we can lay this controversy to rest? –Chicago, IL

I am so happy to know that these photographs were not altered. I think it is a great thing that Dove is doing to change people's perceptions of what beautiful is. As a student I did a project on this campaign and took different age groups and showed them pictures of women to see how "beauty" differed from age to age. This campaign gave me the idea for the project and I couldn't be happier to know that these real women are in fact real women. –Greenville, SC

What a pity that a good campaign like this is now in the middle of a controversy. Meanwhile, real beauty, curvy and and unretouched, exists and strolls up and down the streets everyday. –Panama

Pepsi, huh? I had Lin-Lo pegged as a coke girl. –New York, NY