Niche Marketing

Depend partners up for prostate cancer awareness

Frank Washkuch June 19, 2009

Prostate cancer affects one in every six men, with 192,000 males expected to be diagnosed with the disease this year in the US alone.
 

TCM launches social networking site for film buffs

Frank Washkuch June 17, 2009

NEW YORK: Seeking to fill viewers' craving for more interaction, cable network Turner Classic Movies (TCM) launched a social networking Web site this month to better engage film aficionados.
 

Observer Media Group gains control of 'Very Short List'

Frank Washkuch June 15, 2009

NEW YORK: Observer Media Group, publisher of The New York Observer, has acquired majority control of the Very Short List daily e-mail newsletter from IAC.
 

Golin partners with progressive database Catalist

Frank Washkuch June 11, 2009

WASHINGTON: GolinHarris' public affairs division has partnered with Catalist, the progressive voter database used by then-Sen. Barack Obama (D-IL) during the 2008 presidential election.
 

RMT success depends on relevance and spokesperson

Jaimy Lee June 05, 2009

Companies and organizations that are trying to reach a targeted demographic with a complex message can use radio media tours (RMTs) to provide a cost-effective means of additional insight to their story
 

An effective strategy in the battle to find diverse talent

Kim Hunter June 01, 2009

To ensure that diversity in the workforce prevails, our industry needs to devote efforts to recruit, develop, and retain talented minorities. There are many top-line methods to doing so.
 

Levi's bold stance hits the mark

May 29, 2009

Levi's recently took a bold step and visibly aligned its brand with those that support gay marriage rights.
 

PricewaterhouseCoopers report: Newspapers must add niche content

Frank Washkuch May 22, 2009

NEW YORK: To increase revenue, newspapers should add niche content offerings to their general news products, according to recommendations released this month by PricewaterhouseCoopers.
 

OfficeMax organizes blogcast to showcase new line to women

Aarti Shah May 22, 2009

With the launch of [IN]Place System by Peter Walsh, a new line of products to help consumers organize their work life, OfficeMax wanted to move away from being associated with sterile, big box supplies and target women with its stylish, affordable products - without reverting to sexist stereotypes.
 

Tropicana connects with women on BlogHer

Beth Krietsch May 15, 2009

Looking for a new way to listen to and engage consumers online, while also complementing the March launch of PepsiCo's new lower-calorie orange juice 'Trop50,' the PR team developed an online community on BlogHer called 'The Juice.'
 

Bicycling rides trends to broaden interest

David Ward April 27, 2009

Though bicycling has been around for well over a century, bike makers and cycling advocates realize the importance of coming up with fresh angles to maintain media interest.
 

Finding the right target for media relations

Alexandra Bruell April 27, 2009

Media relations still plays a major role in the work of PR practitioners.
 

Garnering attention for the right reasons

Craig McGuire April 27, 2009

Marketing a firm requires the same amount of detail and dedication as any other client.
 

Interview: Imran Amed

Alexandra Bruell April 27, 2009

Imran Amed is editor and founder of the online publication The Business of Fashion (BoF). He talks about a turning point in luxury, emerging global markets, the industry's relationship with new media, and the Mobama craze.
 

Be straight when using public offers

Scott Widmeyer April 27, 2009

The white hot anger directed at AIG and its bonus-laden execs is not likely to cool any time soon. It has burned an image into the national consciousness.
 

Social media is the new avenue to reach multicultural audiences

Lori George Billingsley April 27, 2009

Technology is taking over. When you look at today's changing media landscape, online usage is growing at amazing rates.
 

Footwear finds a clear path in trade titles

David Ward April 20, 2009

Given that shoes are not only an everyday necessity, but a passion point for many consumers, media of all stripes find coverage space for the latest footwear trends and fashions.
 

'ForbesWoman' aims for executive with site and quarterly

Frank Washkuch April 16, 2009

NEW YORK: Forbes launched the ForbesWoman brand this month as a quarterly magazine and a daily news Web site aimed at professional women.
 

Humana seeks out Baby Boomers in new effort

Jaimy Lee April 16, 2009

LOUISVILLE, KY: Humana launched a social media site for Baby Boomers that provides information about money, travel, relationships, and health as a way to raise visibility of the Humana brand among this demographic.
 

CSR graduates to 'must-have' status

Terry Catchpole April 13, 2009

"Despite centuries-long practices of despoliation and pollution, almost every responsible corporation in the world is moving away from destructive practices and trying to institute more sustainable ones, and all of them have turned to NGOs to assist, teach, inspire, and urge them on." - Paul Hawken, Blessed Unrest.
 

Become a valuable, relevant resource

Sarah Skerik April 06, 2009

"The times they are a-changin'." Intended to describe the massive cultural upheaval of the '60s, the lyric has found a new home with today's media industry.
 

ANRs retain their effectiveness in reaching consumers

Beth Krietsch April 05, 2009

Although there are a number of ways to disseminate information in the digital space, audio news releases (ANRs) remain an effective way to reach consumers, particularly when the message is compelling, concise, and easy to understand.
 

Content becoming crucial in customer engagement

Julia Hood April 02, 2009

A recent DM News interview with Seth Solomons, global CMO at Digitas, got me thinking about what is demanded of today's consumers.
 

Panasonic's effort aims to mass market Toughbook

Aarti Shah April 02, 2009

SAN FRANCISCO: Panasonic launched an integrated campaign to make its Toughbooks more appealing to mass consumers
 

23andMe reaches out to mommy bloggers

Jaimy Lee April 01, 2009

MOUNTAIN VIEW, CA: Personal genetics company 23andMe launched a free online community on March 31 for moms and women that will gather shared information about pregnancy for research purposes.
 

Chicago lawyer makes strong case

David Ward April 01, 2009

Who is your client? What are its media goals?
 

Asla shows landscaping, its report are 'Sustainable'

Ivey Overstreet April 01, 2009

The American Society of Landscape Architects (ASLA) partnered with the Lady Bird Johnson Wildflower Center and US Botanic Garden to create the US' first national rating system for sustainable landscapes, the Sustainable Sites Initiative.
 

Fresh & Easy markets its hometown feel

Tanya Lewis March 30, 2009

The company focuses on community relations and social media to better connect with customers
 

Widen scope to pitch in recession

Ned Ward March 30, 2009

Whenever I open the paper, flip on the TV, or jump to CNN.com, news of the recession - ranging from statistical data to the impact on families to how the Obama administration is responding - has fully saturated the media's proverbial sponge.
 

Consumer interest buoys e-commerce beat

David Ward March 29, 2009

The hype surrounding e-commerce climaxed about a decade ago. But media interest in online retail remains fairly strong, simply because online shopping is now a large part of most consumers' experiences.
 

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