This is complicated so pay close attention. Microsoft just gamed you, bloggers. Yes, Redmond distributed a video that comically showed nerds hosting a “Windows 7 Launch Party.” And like fish snapping to the bait, bloggers began reposting the video while laughing at it, saying Windows 7 was uncool. Windows 7. Windows 7. And the links spread. The bad Windows 7 viral went viral. Microsoft was uncool, out of touch, with Windows 7. Windows 7. Within weeks the video scored 638,000 views on YouTube, mostly among the influential tech set. NPR picked up the story. And millions of Americans are now thinking about Windows 7.
Microsoft knows there is no ad placement better than the one that creates scandal. Windows 7. Very. Well. Played.
Brits at The Economist have seen U.S. circ climb 12% in the past two years, and now they’re launching million-dollar media campaigns in Chicago (this week) and other top cities to get us silly Americans to pay attention to world news. Seems The Economist is buoyed by the recent success of NPR in grabbing new audience share, and seeks to double readership in major U.S. markets. Media planners, take note: serious formats are still holding strong in print and radio among upscale, educated, affluent demos.
No word yet on whether they’ll increase coverage of Britney Spears.
Forget images of academics who wear socks with their clogs. NPR’s listeners have grown up, and now National Public Radio is one of the best buys out there in radio.
What gives? A few years back, the widow of Ray Kroc — founder of McDonald’s — passed away and left NPR a gift of $230 million. NPR hired a boatload of reporters, coverage of politics and international news expanded, listeners noted the rise in quality, and the audience jumped from 12.5 to 25 million. At a time when most news organizations are cutting heads, NPR had four reporters on the ground in Iraq and 70 new journalists around the world.
For advertisers, this means the audience has grown larger and sweeter. NPR listeners are more educated, more affluent, and have some interesting demo bubbles — for example, physicians are 2.5 times more likely to listen to NPR than other stations. Those 10-second “underwriting” taglines may not be sexy for your creative team, but because they are brief, listeners are more likely to stay tuned.
So next time your plan calls for reaching affluent executives, busy surgeons or Washington policymakers, consider adding NPR to the media plan. A national radio pulse costs about as much as a year of a single billboard in your local market.