In America today, there are almost as many people making their living as bloggers as there are lawyers.  At least those are the stats used in a story by Mark Penn, WSJonline.com   titled America’s Newest Profession:  Bloggers for Hire.

The big question posed in the story is:

“As bloggers have increased in numbers, the number of journalists has significantly declined. In Washington alone, there are now 79% fewer DC-based employees of major newspapers than there were just few years ago. At the same time, Washington is easily the most blogged-about city in America, if not the world...How long can nearly 500,000 people who are gradually replacing whole swaths of journalists survive with no worker protections, no enforced ethics codes, limited standards, and, for most , no formal training?”

His stats were culled from the Technorati poll and Bureau of Labor Statistics, but based on the comments on the story, many bloggers question those stats or the presumptions of the dollars earned via blogging.

Thought provoking and obviously controversial, but worth a read because it makes you think about how the news model is rapidly changing around the world.

Yesterday Facebook announced that it was opening up its stream — the feed of members’ status updates and wall posts via a new API for developers.  With the API, developers will now be able to create new programs that mash-up and remix the core data of users (with user permission) making it more useful and portable.  One of the first apps to take advantage of this new API is Seesmic Desktop,  a Twitter client which is adding your Facebook feed through this API.  Because the new Facebook  API is two-way, it would allow developers to build apps which allow for that two-way communication inside the app.

Potentially this puts Facebook side by side with Twitter in all of the desktop and mobile client applications where a lot of the real-time conversation is happening and lets it compete head-to-head with Twitter.

Yet few are talking about the real difference between Facebook and Twitter — like the fact that the services are fundamentally different in how connections are formed.   Facebook requires friending: Twitter doesn’t.  It only requires following. This is a big distinction and a difference in how much can be shared.  Getting Facebook users to share their data with a third party could be a major challenge based on the reaction to the TOS issue a few months back.

Twitter had 9 million users last month, while Facebook has 200 million members.  Yes…Twitter is the media darling of late. It has grown in popularity largely because of the all online services that have sprung up around it to help organize messages, such as TweetDeck, create mini communities around a single theme, such as StockTwits; and track trends about what people have posted.  But is Facebook really reacting to or worried about the popularity of Twitter or are they focused on something else…like what TIME is calling the AfterWeb?  AfterWeb (or after the browser) is about unbundling web-site-based business and allowing developers to turn them into a bunch of discrete services that can be delivered over a variety of devices (from PCs to Smartphones) far more easily than via the website.

I sure hope Facebook is being strategic and looking forward, because they are running some pretty big risks in this latest move because if people get too accustomed to accessing “the stream” off of their web site, the company will lose out on the advertising revenue.  And currently Facebook at least has a revenue model (albeit advertising), Twitter does not.

Chuck had a profound impact on Bozell…not only in who we were, but in who we are today.  Because of Chuck:

• We have a culture of collaboration.
• We have always been media neutral (well before everyone else started talking about it, we were living it.)
• Strategy that gets results drives this company.
• Advertising never had a bigger role than other solutions.
• There never was an “above/below the line” mentality.
• We solve problems, not sell stuff.
• Smart, insightful consulting is core to our brand.
• We are close to the customer.
• We have an entrepreneurial spirit driven by a passion for the business.
• We believe that with hard work, anything is possible.
• We believe everyone has a voice.
• We kiss change on the lips.

He loved this business and this company.  And it showed.  I was lucky enough to have worked with him on a few things in the 90s.  And I still have several notes and memos with kind words  from him in my files.  They meant a lot to me then…and now.

He will be missed.  But his legacy lives on.

Read more about Chuck at:

NYTimes>

AdWeek>

AdAge>

Omaha World Herald>

Typically those who are younger and more tech savvy have been the key to driving adoption of new technology. While the fastest growing segment of Facebook is now women 55+, and other social networks are graying, their massive growth was largely fueled by the young.  But Twitter, which was launched publicly in August 2006, breaks that mold, and makes us rethink the who and why of technology adoption.

Twitter Users by Age
The majority of Twitter users are 35 years old or older. And 45-54 year olds are 36 percent more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30 percent more likely. Look at the index of 65+.  It’s higher than 18-24.  In fact, in February, 5.2 percent of users were 65 or older.

And the older demos are the ones fueling the growth.  And growth it is.  After months of double-digit growth, traffic to Twitter.com jumped dramatically in March, growing a staggering 131% to 9.3 million visitors. That’s 5 million more visitors than in February!  Fueled in part by celebrity “tweeters” like Oprah, who just started,  as well as substantial mainstream media attention, Twitter ranked as the top-gaining property for the month of March according to comScore.

Twitter Unique US Visitors
The media focus on Twitter the last few months has been heavy. It seems you can’t get through a typical newscast anymore without some mention of Twitter.  Tweets are all over CNN. Some have incorporated Twitter into the live broadcasts.

It’s become part of our culture. Our vernacular.  Tweet. Tweet this.  ReTweet. It’s even become part of talk show monologues. David Letterman spent 5 minutes talking about Twitter (and of course making fun of Ashton Kutcher’s Twitter success) on his April 24th show. He called it the beginning of the end of civilization.

Like it or not, Twitter is changing many things,  including the way the news system operates, further blurring the lines between average citizens and journalists. Timely tweets from those on the scene of events like Flight 1549’s landing in the Hudson have turned average citizens into journalists.

Beyond the fact that social media services like Twitter and Facebook are becoming entwined with the business segment, is the fact that the knowledge to understand and use a micro-blogging service like Twitter is no longer confined to the young as a greater portion of the population has grown older using the Internet in the past 15 years.   And it could be that a comfort level with technology will continue to change the way new technologies leap the chasm to reach critical mass.

So, I think one of the very few first posts I made was about the tragedy of the Tropicana Orange Juice redesign. Like, why mess with a good thing, right? Especially when it is a few steps down from whence it came. The only thing it had going for it was the realistic looking “orange fruit” screw top. Otherwise, it looked plain label, generic and when you are asking a premium penny for that particular brand of OJ, no one will pay a premium price if it looks like Two Buck Chuck. The low quality look of the packaging will instead generate confusion and thoughts in your consumers’ minds of: “Are they using lesser quality oranges or produce? Are they financially hurting and had to take a step down in the packaging? (even though it costs just as much $ – if not MORE – to make the new packaging versus the old.)”

The bad news (other than its’ sad makeover) is that sales did indeed fall after the new packaging was on the market. 20% within just over a month. What does this equate to in losses? Tens of millions of dollars! ouch. (Let us now bow our heads in remorse that Tropicana had to learn the hard way, that DESIGN DOES MATTER.

The good news is that Tropicana decided pretty quickly to scrap the new packaging designed by Peter Arnell, and go back to the older design that worked for the consumers. Again, Why even MESS with a great idea??? If anyone was asked who the brand was that had the orange with the straw on the carton, most would know immediately that you are talking about Tropicana. That brand awareness is something you do not mess with. If you update something, you enhance and build upon what has worked for you in the past. Not make an extreme departure from it…neutralize it…DE-Brand it so to speak….

http://adage.com/article?article_id=135735

Smartargeting™, a direct marketing company and subsidiary of Bozell, an integrated marketing communications company, received a gold AMBIT for the VP Builders Recruitment Program at the Kansas City Direct Marketing Association’s (KCDMA) 2009 AMBIT Awards on March 24.

Received in the Business Multimedia category, the gold award signifies Smartargeting’s contribution to solid strategy, innovation and direct marketing. “This award is the result of our team’s integrated effort to strategically connect with our client’s target audience,” said Steve Kuegler, Managing Partner, Smartargeting. “We are proud to be recognized by KCDMA.”

KCDMA has more than 400 members and is dedicated to bringing quality educational opportunities to its members while improving the field of direct marketing.

Bozell Smartargeting offers state-of-the-art strategic database marketing solutions such as monitoring customer behavior, identifying emerging customer needs, developing and testing new products and targeting highest-potential prospects. Other solutions offered include scoring existing customers based on actual return on investment, matching type and frequency of communications to diverse target segments and providing precise market intelligence in the development of strategy.

More than 100 entries were received in 21 categories. The awards were judged by the Detroit Direct Marketing Association and 19 companies were awarded gold, silver and bronze AMBITS.

About Bozell
Bozell is an integrated marketing communications company with offices in Omaha and Kansas City. Bozell combines qualitative and quantitative methodology to get close to its clients’ customers. Bozell then uses advertising, digital marketing, dialogue relations, technology and innovative creative to provide targeted solutions for local, regional and national clients. For more information, visit www.bozell.com.

Hello – It is hard to believe that it is April already. Unpredictable weather, precious warm sunny days, Easter and award ceremonies mark the change of seasons. Even though Bozell strongly feels that awards are not our first priority, they are a reality of the world of marketing communications. Bozell will be recognized in seven categories at the upcoming American Marketing Association (AMA) Pinnacle Awards ceremony. Our awards include the following: Communications:: Bozell Thinking, our agency magazine, Interactive: Borsheims’ Berkshire Hathaway Shareholders Meeting blog, Public Relations: Men’s College World Series (CWS) Contract Signing News Conference and DocLanding Launch, Promotions: Borsheims Diamond Days and Total Marketing Campaign: Catholic Charities 2008 Annual Appeal Campaign and Omaha Stadium Campaign. A big thank you to our clients that allow us to produce award winning work. Enjoy the flowers and not having to wear a coat (the majority of the time at least)! Until next time, Sylvia

The January/February issue of Layers Magazine, a publication featuring the latest design trends taking place within the world of the Adobe Creative Suite programs, featured a Web site redesign concept by Bozell designer Ryan Sorensen. Sorensen’s concept, along with two others, appears in the magazine’s Design Makeover column.

To participate in the contest, three designers were selected to submit a Web site redesign for Mikee, a specialty-sauce maker that has a line of award-winning kosher products, to communicate the nature and character of the business. Sorensen focused on the usability of the site in his design. The vision of the easy-to-navigate product site was to showcase the sauces and focus on getting buyers to purchase the products.

“It was exciting to see how others took the same information and interpreted it in their own way,” said Sorensen. “But more importantly, this was a great learning tool for the client and for the designers.”

To read the Design Makeover column featuring Sorensen, visit http://www.layersmagazine.com/design-makeover-make-it-saucy.html.

Borsheims, an Omaha jewelry store known for its extensive selection, exemplary customer service and “Borsheims’ price,” was looking for a way to reach a broad audience to promote a variety of in-store events and special offerings.

The Qwest Center Omaha Arena is one of the premier venues in the Midwest. It seats up to 18,300 and has been the host to events such as Creighton University basketball, UNO hockey, the Rolling Stones, AC/DC, U2 and Kenny Chesney. Not only is it one of the “Top 20 Ticket Selling Arenas in the World” according to Pollstar Magazine, but upwards of 50% of attendees consume alcohol at these events.

In order to purchase alcohol, attendees are required to present ID and obtain a wristband. Our idea was to replace the generic neon colored wristbands with bands that had a Borsheims message printed on them. Borsheims signed a 2-year, 250,000 wristband contract with the Qwest Center.

So far, the wristbands have promoted their Swiss Watch Faire, a two-day event for high-end watch collectors, two holiday messages, and their Men’s Night held the week preceding Valentine’s Day. The last promotion included the offer of free pizza and beer, as well as a $10 off coupon,  thereby allowing Borsheims to track traffic directly from the wristband promotion.

Borsheims, a jewelry store known for its extensive selection, exemplary customer service and exceptional “Borsheims price,” was looking for a way to capitalize on the excitement in Omaha during the College World Series timeframe. The idea of Diamond Days was born.

Diamond Days main objectives were to sell diamond stud earrings, launch a trade-up program, and obtain lead information from new customers. A tent was designed that replicated the famous Borsheims Box with a burgundy bow, and with Bozell’s help, a prime location was secured across the street from the stadium for the duration of the Series.

Borsheims held a raffle at the tent to capture leads for potential customers. Sunscreen packets were handed out with the message “Don’t forget your ears.” Other materials included a full page ad in the Omaha World Herald, online, in-store, radio, and a 30,000 piece direct mail campaign.

During the timeframe of this campaign, diamond stud earring sales increased 68% over prior year. Of the number of earrings sold, 48% were upgrades. Over 1600 potential customer names were collected. The promotion was so successful that Borsheims ran a similar promotion during their 2008 Holiday campaign and expanded the offer from diamond studs to all diamond jewelry.