Media

Beyond Focus Groups: The Marketers Among Us

Forget about focus groups. Before launching their new weekly glossy magazine for women, "Look," executives at Britain's IPC Media (a Time Warner company) engaged in "immersion research," or ethnography. "We went out to our audience," explained IPC's Chris Taylor. "We literally lived for weeks at a time with [potential] readers in their homes.

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Guerrilla Marketing Gone Bad in Boston

Turner Broadcasting apologized "for a marketing campaign that sparked Boston's biggest security scare since the September 11, 2001, attacks -- closing bridges, shutting major roads and putting hundreds of police on alert." The "outdoor marketing campaign" promoting an Adult Swim cartoon "had been in place for two to three weeks in Boston, New York, Los Angeles, Chicago, Atlanta, Seattle, Portland, Austin, San Francisco, and Philadelphia." Boston police feared that the magnetic lightboards of cartoon characters might be bombs.

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An Army of Thousands More: How PR Firms and Major Media Help Military Recruiters

Army recruiting poster

Increasing "the ranks of our military" is "one of the first steps we can take together" to "position America to meet every challenge that confronts us," said President Bush in last week's State of the Union address. "Tonight I ask the Congress to authorize an increase in the size of our active Army and Marine Corps by 92,000 in the next five years."

The 92,000 figure was put forward by Defense Secretary Robert Gates, who told the Senate Armed Services Committee on January 12 that more troops are needed to boost "combat capability" and "strengthen our military for the long war against terrorism." The Pentagon plans to meet that goal by reenlisting former Marines and increasing the Army's recruitment and retention rates.

Under the plan, the Army would only "slightly increase its recruitment goals -- by 2,000 to 3,000" a year, according to UPI. But in 2005, "the Army failed to meet its annual recruiting goal by the widest margin in two decades," reported the New York Times. To meet its 2006 goal, the Army hired more recruiters, raised the maximum allowable age for recruits, doubled the percentage of recruits who scored low on aptitude tests, issued waivers for some recruits' prior convictions, and significantly increased cash bonuses.

If it was that difficult for the Army to meet past recruiting goals, how will it meet future, larger ones? Some clues are offered in the Army's self-nomination for a prestigious public relations award.

National Press Club Lauds Victory for Press Freedom in Watada Case

In a statement on its website, the National Press Club said:

Members of The National Press Club join their colleagues around the nation in celebrating the news that two journalists will not be subpoenaed to testify in the court martial of an Army officer, who has conceded that his quotes disparaging the administration's conduct of the war in Iraq were accurate.

BBC: Drug Firm and U.S. Doctor Consulted on Media Message for Antidepressant

A University of Pittsburgh child psychiatrist who conducted company-sponsored clinical trials on adolescent use of the antidepressant Paxil also conferred with the company on how to respond to press inquiries challenging the safety of the drug for adolescents, reports the BBC investigative program, Panorama. The psychiatrist, Dr. Neal Ryan, sent emails to GlaxoSmithKline dating to 2002 requesting media advice.

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Journalist Sarah Olson Wins Victory for Free Speech

Helen Zia, author and board member of the Women’s Media Center, writes about Sarah Olson's victory: "Subpoenas against journalists may be intended to put a damper on their reporting, but in Olson’s case, the overwhelming response has been an outpouring of support for her stand on free speech—for both journalists and for voices of dissent.

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