Internet
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There are continuing troubles ahead for traditional TV news programs as the most productive large, demographic segment for many marketers (adults, ages 18 - 49) shifts elsewhere. The first paragraph of this Ad Age article sums up the situation:
“The big three TV network newscasts lost about 1.2 million viewers last year, and advertising on their three big morning news shows fell to an estimated $1.03 billion. The average viewer is 60 years old, and the demographic marketers most want to reach is more likely to be facing a computer screen than a TV screen when the evening news comes on.”
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While Disney’s tween movie series High School Musical (HSM) has been wildly popular among 12 to 14 year-olds, older siblings of HSM fans have probably been more excited about the company’s dance-themed flick Step Up and its sequel Step Up 2 the Streets. Released on Valentine’s Day, the sequel was a surprise hit at the box office, thanks in-part to Disney’s use of social media. A post last month on http://social-media-optimization.com/ discussed the success of Step Up’s MySpace campaign.
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Tired of making trips to the bank to stuff legal documents in a safe deposit box? Now consumers can lock up their important documents online, thanks to electronic document archiving soon to be offered by banks.
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Stories were all over the place this weekend about China denying its Internet users access to YouTube because of videos posted about the crackdown in Tibet (see NY Times story). Other countries such as Pakistan and Turkey have recently done the same.
Considering the viral nature and growing pervasiveness of the Web, it will be interesting to see how these countries attempt to control future information they deem unacceptable. Many governments administer the Web portals in their borders, but even with legions of censors, it is going to be difficult to slam the door shut on information.
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A recent comScore press release announced U.S. Internet users watched more than 10 billion online videos in December of 2007. The release said the average online video viewer watched a total of 72 videos in the month. Online video viewing grew a total of 34 percent in 2007.
As usual, Google shines when you break down the online video viewing share. Google sites (which includes YouTube) captured almost a third of the viewing with a 32.6 percent share. Their next closest rivals were Fox Interactive Media at 3.5 percent, and Yahoo at 3.4 percent.
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