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Nielsen presented research results this week which concluded that adding multiple commercials per ad break to web video content had “a minimal effect” on recall and did not affect purchase consideration or ad attentiveness.  ABC, in response to the research maintained their data show that doubling the number of ads within a show from four to eight “did not affect the viewers’ overall experience with the ABC.com player.”

With ABC reporting these results, we should expect other online players to follow, since demand for online spots in network shows generally outstrips supply.   The caution here is this is just the beginning of another cycle whereby advertisers begin the cycle of infiltration, saturation, and exploitation.  In the end the consumer is not the happy camper any longer.  Here we go again…  (3 years max?)

Check out examples of content with ad placement…ABC.com, CBS.com, TV.com, Hulu, TVLand.com, Foxnews.com, CNN.com, etc…

Last week I found myself in a conversation regarding print media and how digital media ultimately effects print media.  I despise the topic much like I despise not knowing the answer.  Early on, digital media created lots of talk about the impending death of print, which was highly exaggerated.

Fact is, the far majority of consumers continue to enjoy magazines.  So why are they dying?  It’s simple, magazine advertising has been declining since 2001.  And last year (2008) it was way down, as in -11.7% (according to AdAge and Publishers Information Bureau).  That is the highest decline ever in one year.   The greatest declines were in Automotive; Home Furnishings & Supplies, Financial, Insurance & Real Estate, and Drugs & Remedies.  So who’s going to pay, if it’s going to continue?  The dedicated subscriber, that’s who.

No doubt this is the result of a significant shift toward online advertising, where most magazines are in fact seeing growth in the digital space.  Money continually shifts from one medium to another, with more consumers spending more time online. This reality is driving ad dollars to where consumers are.  Also, the analytic data available online far outpace anything available for measuring print readership.

Marketing dollars will always go where the people are.  As a result some mediums will become more exclusive and more expensive.  It would be wise for publishers to recognize this by examining their pricing and subscriber threshold. This change is inevitable, but doesn’t have to mean the death of magazines.  It only means the death of an outdated model.

(NOTE. Magazine companies are facing a “tectonic shift,” said Mark W. Johnson, chairman of the consulting firm Innosight and author of a upcoming book, “Seizing the White Space,” about transforming business models. “If they’re trying to survive, if they’re trying to stay viable, if they’re willing to reinvent their business model or go into new white space, they ought to rephrase what they’re good for,” he said.)

It’s true!  Newspapers were aware of the impending change coming as early as the 1980’s, when they saw the future, but boy did they miss it when it finally arrived.

Check out this YouTube video that’s currently floating around the web.  It’s a news segment from 1981, presenting the concept of a newspaper delivered on the home computer.  Note the quotes, “We’re not in it to make money.”  And, “It takes over two hours to receive the entire text of the newspaper over the phone.”

Click Image above to view video or go here.

The Clinton/Gore concept for the Information Super Highway from the early 90’s only occurred later due to the success of the World Wide Web.   But what about the the proverbial 500 television channels (this concpet was originally mentioned by John Malone and later sited and credited to Al Gore)?   Has this ever fully come about?

Recently, due to advances in compression technology, cable and satellite programming executives are now suggesting the capacity to deliver 500 channels per system by the end of 2009. Finally, after almost 20 years!

But wait, technically we have had 500 channel for some time now due to the success of the World Wide Web.  Anyone with an internet connection can easily identify 500 channels of content streaming into the home or office each day.  Sure, some of it is repetitive, but all delivered via unique service providers.  Doesn’t that count?  69% of Americans consider their computer more entertaining than their television.  1/3 of all onliners watch TV shows via the internet and 58% wished their televisions would easily connect to the internet allowing them to download programming.

I would suggest that Al Gore was timely, lucky, and premature.

The past 24 hours has been an overload of advice for 2009.  Everywhere I look, everything I read…there’s a Top 10 for this and that.  Few have made sense, and most are aimed at Celeb’s and Politician’s.  Who cares?  Where’s the advice for the rest of us?  Without sounding too pithy or old-school (you know, good advice never goes out of style), here are my nine suggestions that could benefit everyone…(in no particular order)

1. ARRIVE EARLY  - Expect that 2009 will be shorter than all the years before, don’t fall for the temptation to procrastinate.  Be the first to arrive at everything; new initiatives, new thought leadership, new campaigns, new ideas, etc.
2. MORE MARKETING. LESS ADVERTISING. -  With each new initiative, ask yourself the question, have I ‘been there - done that’?   If you could be certain that this struggling economy was solely to bring about change in consumer behavior (and I am convinced that it is), what would you now consider in lieu of last years approach?
3. REVIEW YOUR RELATIONSHIPS.  - Are you certain of the value you receive from your relationships?  Are the painful clients profitable?  Are your vendors circling around to ensure they can retain your business?  2009 would be a great year to review everything.  Dismiss clients that aren’t profitable.  If they do value your services, they will seek to rectify the problems.  Look at where you spend money and how you receive money, ask yourself the question, do I really feel value from this relationship?  If not, replace it.
4. MAKE A DECISION AND MOVE ON.  -  Years ago I received some simple advice, always look at mail only once (paper or electronic).  Not a day now goes by that I do not find myself needing to make a decision and being reminded of that great advice.  Very few issues in life (including mail) require more than a first review.  Read it once, decide, and move on.
5. READ MORE THAN EVER BEFORE.  -  I was recently challenged by a friend to read ‘a-book-a-week’ this year.  While I thought I read as much, in hindsight it’s actually more like 30-35 books a year. 52 books in one year is really not that much, only about 45 pages per day.  You might need to quit surfing and reading so many useless articles and blogs (uh hm).   It’s a worthy goal.
6. QUIT MAKING ASSUMPTIONS.  - One of the most pathetic symptoms of ‘average’ is ‘making assumptions’.  I’m sure you’ve heard the saying, “Never assume, it makes an ASS of U and ME.”   It really is true.  And so few people are offended by questions.  In fact, most people appreciate and enjoy someone who takes interest and asks questions of them.  It’s okay to ask.  If you want fewer mistakes, quit assuming, ask more questions.
7. STAKE YOUR EXPERTISE.  - I recently read ‘Outliers’ by Malcolm Gladwell.  His main point is that it takes 10,000 hours of practice to become an expert at anything. The real point for me was “you are or you aren’t”.  Expert that is.  At Premier Studios we often define an expert or professional as someone who is capable of calling upon their talent at a moments notice and producing an outcome within a given, reasonable, time frame.   What are you good at?  Do you have 10,000 hours of practice?  If not, how close are you?  This could be your year. Know your expertise.  Stake your claim.
8. IMPROVE YOUR MEMORY.  - There are numerous tidbits of advice out there for improving your memory.  Some suggest improving your sleep habits. The latest study shows more exercise might help.  We’ve heard it all.  However, the secret to improving your memory is very simple.  Never lie about anything.  So often I see people subtly manipulating others into perceiving situations as they would like them to see.   Most times it comes from lack of energy or interest (laziness) for communicating clearly and completely with others.  Or they hope to prevent an assumed response from someone (refer to suggestion #6) , so they adjust the facts instead.  Whatever the situation, don’t do it.  Honest communication will improve your memory dramatically.
9. MAKE AN APPOINTMENT WITH DEATH.  -  Sounds a little strong I know.  But it’s too important not to state strongly.  Life is a vapor and time moves so quickly.  It is appointed unto men once to die (Hebrews 9:27).  Along with taxes, it is inevitable - right?  I recently looked at the average life expectancy for American males (77.8 years).  I went immediately to the calendar, did the math, and November of 2041 suddenly had a new meaning for me.  Of course, that’s all things being average.  Which I doubt most would say about me - or you.  So, if 2009 were your last year, what would it need to be?   I love the quote, “work like you don’t need the money, love like you’ve never been hurt, and dance like no one’s watching”.