NYU's MS of Integrated Marketing Association (IMA)

Mark Sweney Guardian Unlimited Monday December 3 2007 The internet is set to overtake magazines to become the world's third largest advertising medium in 2010, according to a new report.

Media planning and buying agency ZenithOptimedia's global advertising report estimates that in 2010 the internet ad market will be worth almost $61bn (29.5bn), compared with the magazine market at around $60.5bn (29.3bn).

By 2010 the internet will account for 11.5% of global ad spend, trailing just TV, at a 37.5% share, and newspapers with 25.4% of an estimated $530bn (£257bn) total spend, according to Zenith.

Internet ad spend is currently ranked behind radio globally but will surpass the medium's share next year. In the more developed UK market digital ad spend passed radio last year.

The largest single internet ad market in money terms is the US, although the overall media spend share held by digital advertising in America is relatively low.

Digital ad spend growth will come from markets such as western Europe, says Jonathan Barnard, head of publications at ZenithOptimedia, a region which will go from £10bn this year to almost £20bn by 2010.

Other rapidly growing markets, while currently small, include China, which is predicted to grow from about £1.3bn now to £3.7bn in 2010.

In the more developed digital ad market in the UK, online already accounts for more than 15% of total advertising spend across all media.

However, ZenithOptimedia's report predicts that globally the medium will only break into a double-digit share of media spend - 10.4% - by the end of 2009.

Regions such as Latin America, for example, have been slow to shift spend online, accounting for around 2% of all media spend in the continent.

By 2010, however, internet ad spend as a share of all media will break the 15% mark in 10 regional markets around the world, according to ZenithOptimedia.

Currently just four markets have reached this milestone - Denmark, Norway, Sweden and the UK.

In these four markets the internet is predicted to top 20% of all media spend by 2010.

· To contact the MediaGuardian newsdesk email editor@mediaguardian.co.uk or phone 020 7239 9857. For all other inquiries please call the main Guardian switchboard on 020 7278 2332.

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From Dr. Kalter:
Dear Students,
As specialists in online marketing, we sometimes take it for granted that this aspect of marketing is experiencing dramatic growth. From the Center for Media Research, here are the newest figures on online consumer spending in the U.S. I recommend using this link to read the data on Cyber Monday, including the top sites visited by consumers.
Here is the link:

Research Brief for Monday, December 3, 2007:
http://www.centerformediaresearch.com/cfmr_brief.cfm?fnl=071203

--MK


Dr. Marjorie Kalter
Academic Program Director
Clinical Professor
Master of Science Program in Direct and Interactive Marketing
New York University
11 West 42nd Street
Suite 431
New York, New York 10036
1-212-992-3207
mk99@nyu.edu

---

According to comScore, Inc., more than $10.7 billion has been spent online during the season-to-date, marking a 17-percent gain versus the corresponding days last year. Cyber Monday saw $733 million in online spending, representing a 21-percent increase versus last year and an 84-percent jump from the average daily online spending totals during the preceding four weeks.

Non-Travel (Retail) Spending 2007 Holiday Season To Date vs. Corresponding Days* in 2006 Total U.S. - Home/Work/University Locations (Billion $)
	2006	2007	Pct Change
November 1 - 26	$9.14	$10.74	17%
Thanksgiving Day (November 22)	$0.21	$0.27	29%
"Black Friday" (November 23)	$0.43	$0.53	22%
"Cyber Monday" (November 26)	$0.61	$0.73	21%
Source: comScore, Inc., November 2007 * Corresponding Shopping Days, Not Calendar Days

 comScore Chairman, Gian Fulgoni, said "Cyber Monday..., represent(s) the first significant spike in online holiday spending activity... with $733 million in sales, the first time a single day of online retail spending has broken the $700 million threshold."

And, comparing Cyber Monday to Black Friday, Nielsen Online reports that combined home & work traffic to the Holiday e-Shopping Index reached 32.5 million unique visitors on Cyber Monday. This was a 13% increase from Black Friday's combined home & work traffic of 28.8 million This is a 10% increase from Cyber Monday 2006.

Some other notable findings from the comScore report for Cyber Monday 2007 include:

• The number of online buyers was up 38 percent compared to Cyber Monday 2006, while the average dollars spent per buyer was down 12 percent. The decline in dollars per buyer may be due to two factors -- deeper and broader price discounts offered by online merchants this year and the fact that "new Cyber Monday buyers" tended to spend less online than returning buyers.
• 6 percent of the Internet users on Cyber Monday made an online purchase
• 44 percent of Internet users on Cyber Monday shopped online (i.e. visited an online retail site or used a comparison shopping engine)
• 60 percent of dollars spent online on Cyber Monday came from work computers, with the balance coming from home and university computers

 On Cyber Monday most of the top online retail sites experienced significant gains in the number of visitors. Amazon Sites saw the most visitors on Cyber Monday 2007, up 26 percent gain versus the same day last year. Six out of the top ten retail sites saw their visitors more than double compared to the daily average over the four weeks preceding Cyber Monday.

Top 10 Retail Sites (Ranked By Visitors) on Cyber Monday Total U.S.  Home/Work/University Locations
	Retail Site Percent Change vs. Average Daily Visitors during 4 Weeks Preceding Cyber Monday
Amazon Sites	50%
Wal-Mart	103%
Target Corporation	86%
Dell	106%
Best Buy Sites	110%
Yahoo! Shopping	85%
Apple Inc.	5%
Overstock.com	139%
Circuit City Stores, Inc.	136%
MSN Shopping	261%
Source: comScore, Inc, November 2007

 

Online Non-Travel (Retail) Holiday Consumer Spending Total U.S. Home/Work/University Locations Billion $
	2006	2007	Pct Change
January - October	$77.5	$93.6	21%
Holiday Season (Nov-Dec)	$24.6	$29.5*	20%*
Source: comScore, Inc., November 2007   *comScore forecast

For more information, please visit here.

Thursday, December 6, 200712 Noon to 2

PMCRS Conference Room, Mezzanine East

Collections & Research Services will be holding the Bobst Book Sale inthe CRS Conference Room in the corridor of the East Mezzanine on Thursday, December 6.

We have a selection of used books available on a multitude of topics. Books priced at 50¢ or $1.00. Proceeds will benefit the Bobst Library Endowment Fund.

This event is open to members of the NYU community.

Only two more workshops this semester.
Space is still available. Sign up now!

REGISTRATION INFORMATION
Please send an email to ocmrsvp.scps@nyu.edu with the workshop title in the subject line. Include your full name, email address, phone number, and major.

Barriers to a Career Change
Thursday, November 29 at 6pm A career change can feel overwhelming. Knowing how to develop a plan of action can help you feel more confident about moving forward. This workshop will provide you with what you need to know to move forward.

Career Resources Orientation
Thursday, December 6 at 6pm The Office of Career Management has several resources geared towards SCPS students. You can find books that cover everything in the career development process, from assessments to writing a resume, as well as tools for networking and researching various career fields. Attend one of these orientations to learn about the different publications available and how to use them to help with your career goals.

The mission of Big Brothers Big Sisters of New York City (BBBS of NYC) is to provide mentors to all children who need caring adult role models – special friends who can help expand their horizons, realize their potential and enrich their futures – changing their lives.

For the holiday season, BBBS of NYC is collecting toys for the underprivileged children (infants to age 12) and teens (ages 13-17) in its mentoring programs. Please help by bringing a new, unwrapped toy to the 7 th floor of Kimmel by Monday, December 3. BBBS of NYC will happily accept books, board games, electronic games, dolls, etc. but cannot take stuffed animals or clothing. Picking up an inexpensive gift is convenient and easy – Toys R Us and Kmart are right near campus!

If you have any questions, please email nks235@nyu.edu.

Your small gesture can bring a much-needed smile to a disadvantaged child during the holidays!

• The Nielsen Company and Google have formed a multi-year strategic alliance. The first outcome of this new relationship will be demographic data provided by Nielsen to Google TV Ads, the online platform for buying, selling, measuring and delivering television ads. Google will now be able to provide its advertisers a more complete look of the demographic composition of the audience.
• Apple has found a way to help promote the movie side of its download business, currently stuck at about 1,000 Disney, MGM, Lionsgate and Paramount titles. Indie filmmaker Ed Burns (The Brothers McMullen) will release his latest movie, Purple Violets, on iTunes on November 20 as a pay-to-play download – the firsts feature-length film to debut on the platform. Wes Anderson's 13-minute Hotel Chevalier, a prequel to The Darjeeling Limited, has registered over 400,000 downloads on iTunes so far, but that one is being offered for free.
• MySpace struck a deal with game distributor Oberon Media to create a MySpace Games channel slated to launch in early 2008.
• The Weather Channel Interactive will launch a mobile video service and WAP-based web site with partner Vantrix, featuring video weather reports from 100 different U.S. cities. Forecasts will be updated every 30 minutes, resulting in 5,000 new video downloads per day.
• AdMonsters Publisher Forum US XVIII: AdMonsters bi-annual US Publisher Forums bring together more than 100 of the most senior leaders in online ad operations to address common issues facing the entirety of the online advertising operations community in a unique round-table format. (www.admonsters.org/cn/cn-us-18.php)

Real People Rate Customer Service
For the third quarter, the following brands took top position in their respective categories:

• Full service restaurant: Olive Garden
• Fast food restaurant: Subway
• Pizza restaurant: CiCi's
• Convenience store: Chevron/Texaco
• Shoe store: Stride Rite
• Supermarket: Publix
• Home improvement store: Ace Hardware
• Drug store: Walgreens
• Office supply store: Staples
• Sporting goods store: Foot Locker
• Electronics store: RadioShack
• Department store: Nordstrom
• Bank: Credit Unions
• Airline: Southwest
• Hotel: Hyatt/Marriott (tied)

Source: Corporate Research International's "Real People Ratings"

by Karl Greenberg, Thursday, Oct 25, 2007 5:00 AM ET

WITH THE SEMA SHOW AROUND the corner, 'tis the season for supercharged sub-brands. Automakers are taking time out of the salt mines to focus on hot wheels produced in-house or through association with private skunk works.

Chrysler's Dodge division has just introduced its Caliber SRT4 and is tapping the tuner market --people into customizing who are driving the $36 billion-plus aftermarket business--to promote it.

The company is launching a promotion centered on DodgeRUTunedOut.com, a play on words referring to people who are so into their wheels that they neglect their human relationships. The promotion is based on the conceit that the SRT series means never having to do your own tuning, so you can pay attention to all the people you've neglected in favor of superchargers, nitrous oxide tanks and oversized woofers.

Registrants must submit a 250-word essay answering the questions, "Why are you or your significant other tuned out?" and "How will an all-new Dodge Caliber SRT4 help you or your significant other tune back in?"

An independent panel of judges will review all of the entries that are received and will select four finalists, who will be announced Nov. 29.
Dodge is one of several automakers using this month's SEMA show in Las Vegas to roll out factory-tuned cars and trucks.

One benefit of factory-tuned versions of mass-market cars is that they carry a factory warranty. Typically, the factory voids owner warranties if owners add steroids to their engines.
The Caliber SRT, which has a turbocharged 285 horsepower motor and wears a $22,995 price tag, also gets Chrysler's standard three-year power train warranty (although not the lifetime coverage that Chrysler debuted this year).

Honda is rolling out 1,000 tricked-out versions of its Civic. The car, Civic Mugen Si, which has a full body kit and a 197-horsepower engine, is also backed by Honda's warranty.

As are Honda's two factory-modified versions of the new 2008 Accord Coupe, bearing the Honda Factory Performance (HFP) name, that are rolling out at the SEMA show.

The company says that when a dealer installs accessories at the time of purchase, Honda's HFP products--the company launched the sub-brand in 2002--carry the same three-year/36,000 mile, bumper-to-bumper warranty as the rest of the vehicle.

That is a very big deal, says Todd Turner at L.A.-based consultancy Car Concepts. He points out that factory-approved parts installed at dealerships at time of purchase not only boost dealer revenue, but also give consumers peace of mind.

"We are starting to see changes in the industry based on providing consumers an advantage," he says. "At [Toyota's] Scion, for example, there is a factory-installed supercharger kit-- installed by the dealer--with full warranty coverage. And that's a huge benefit to the consumer."
He says offering that sort of coverage is not without risk to the factory. "There have been situations where manufacturers have gotten into trouble offering engine kits then backing out," he says, when the automaker learned that owners were participating in street drag-racing events.

But he says such programs are critical for automakers, although the sales are a fraction of the volume they garner from their more tame vehicles. "I think it gives them an edge. The very people they are hoping to attract are the most enthusiastic of car buyers who religiously keep up with things. And they are extremely influential."

And, he adds, although the volumes are small, "there's a lot of profit in that segment of the market."

Karl Greenberg can be reached at karl@mediapost.com

by Mark Walsh, Thursday, Oct 25, 2007 6:00 AM ET

THE U.S. MOBILE VIDEO AUDIENCE has grown by more than one-third this year to eight million, according to a new study by mobile market research firm MMetrics. With 6.8 million viewers, viral clips have proven to be the most popular category of mobile video.
The audience figures include video viewed directly on wireless carriers' decks or sent by friends or family members as of Aug. 31. Viewership for video delivered on-deck increased 28% since January to 2.7 milion. The increasing numbers are a promising sign for mobile publishers and advertisers, say MMetrics analysts.

"If operators and handset manufacturers or publishers are hoping to see a mobile video take off, this is good news," says Mark Donovan, senior analyst at MMetrics. For advertisers, he acknowledges that the audience is still small compared to the Internet and TV.

Video watchers represent only a tiny fraction of all cell phone subscribers in the U.S. Those who watched over-the-air mobile TV broadcasts and/or video clips at least once a week amounted to less than one percent. Those tuning in monthly represented 3.7%. Similarly, only 3.2% of mobile subscribers watched videos sent by friends or family.

Almost 30% of U.S. mobile phone users own video-capable mobile phones, according to a study last year by the NPD Group and the Mobile Marketing Association.

Donovan noted, however, that mobile advertising is driven by qualitative as well as quantitative factors. "Not only can you deliver messages and offer promotions to people on mobile phones, but they have a mechanism right there to respond whether click-to-call or a short code number." he says.

Market researcher eMarketer predicts that U.S. mobile ad spending overall will grow from an estimated $421 in 2006 to $4.8 billion in 2011. Mobile marketing and content tied to broadcast TV also will climb to nearly $1 billion within three years.

Boosting demand for carriers' on-deck programming have been aggressive promotion, wider distribution of 3G phones, and more compelling content.

"Sprint's performance is particularly noteworthy, as the carrier's subscribers comprise more than 36 percent of the total audience for programmed video," says Seamus McAteer, chief product architect and senior analyst at MMetrics.

Overall, text-messaging remained by far the most popular mobile activity among U.S. subscribers, with 43% thumbing away on keypads. A distant runner-up was photo-messaging at 19%, followed by e-mail and instant messaging, each at about 9%.

Mark Walsh can be reached at walsh@mediapost.com

by Tameka Kee, Thursday, Oct 25, 2007 6:00 AM ET GOOGLE IS WORKING ON A "fully functional marketing dashboard" that will integrate data from advertisers' search, display and offline marketing efforts, allowing them to "look across assets, metrics and user engagement cycles," Tim Armstrong, president of advertising and commerce for North America, told analysts during an Analyst Day session.

No further details or timeline for the dashboard were given, but Armstrong said the "high velocity of interest from brand agencies and media partners" in Google's offline solutions, as well as newer ad models like Gadget Ads and YouTube overlays, warranted the development of a robust, integrated reporting platform.

"The more measurement you can put on this type of functionality the better," said Armstrong--noting that once the DoubleClick acquisition closed, its display metrics would add yet another layer of functionality.

Analysts got a deeper look into the key components of Google's "Search, Ads and Apps" strategy on Wednesday, with presentations from the search giant's top brass as well as product managers (almost all of whom were recent college graduates). The panelists and demos offered insight into advancements that have been made on all three fronts--from both a consumer and an enterprise perspective--and also gave details on future developments.

Such brands as Nissan and Global Hyatt have already made use of the search giant's lesser-known assets like Google Trends. According to Albert Cheng, product manager for Google Trends, the feature was created to "make our search data universally accessible and useful."
Consumers were "tapping into the wisdom of the crowd" to figure out the answers to their questions (Cheng and his wife had used Google Trends to determine the most popular way to spell their soon-to-be-born son Connor's name), but even Global Hyatt had used the data to determine whether to dub their newest Caribbean property "Hyatt Regency Trinidad" or "Hyatt Regency Port of Spain."

Ultimately, the hotel giant chose the former (undoubtedly after considering other factors), but said the sheer volume of searches for the keyword 'Trinidad' compared to the relative lack of searches for 'Port of Spain' was a primary reason for the decision.

Meanwhile, Nissan used Google Trends data to help determine whether the multichannel campaign (including product placement in NBC's "Heroes", print, TV and online ads) behind the launch of their new Rogue crossover SUV was working. The automaker compared search volume for 'Nissan Rogue' and 'Honda Pilot,' and noted that there was a definite spike in queries that coincided with the launch efforts.

At that point, "the marketing manager can ask for more money," said Cheng, "because it's clear that the campaign is working."

Tameka Kee can be reached at tameka@mediapost.com

Hi Everyone,

Thanks to all of you who made it to the DIMA kick-off party! I heard everyone had a great time-- I couldn't make it due to an illness. DIMA will have more events planned and opportunities for you to get involved with later this semester. So stay tuned!

There's also several events taking place within our program:

• Caples is seeking volunteers -- This is a great way to see some of the best direct and interactive marketing pieces from around the globe as well as an opportunity to meet with the Caples staff and judges. Please sign up with Stephanie Tracy.
• Weds 10/12 Group Skills -- Each class we take has at least one group project. This session will teach you how to work with groups.

Just a friendly reminder, when attending a program-sponsored event, please make sure to dress professionally (if not otherwise indicated). This is your chance to make a first impression on some big industry leaders. Our professional appearance also represents our program. So let's all put our best foot forward!

Lastly, please feel free to contact DIMA @ nyu.dima@gmail.com or view our blog site @ http://nyudima.blogspot.com/.

Thanks so much, Toni Lorusso
President, DIMA

The M.S. Program in Direct & Interactive Marketing has now created a group on LinkedIn.

Students, click on this link:
http://www.linkedin.com/e/gis/36663/48771E2D479F.

Proudly display your affiliation with the program by adding this group to your profile!

The first VIP Lunch Dialogue of the 2007-2008 academic year was held this past Wednesday. If you didn't attend, you missed a great opportunity to listen in on thought leadership in this growing and increasingly complex field. Panelists were all heavy-hitters in the field of Online Media and Market Research:

In addition to some brief product demos, panelists discussed the importance of research in an industry that is becoming saturated with data but is still lacking consistent metrics and ultimately actionable intelligence and information. The most memorable quote for me was "the frustration of [online] being the most measurable media is that it is the media with the most measures." After the panel was over, I spoke to all participants and it was pretty clear to me that all companies present were scrambling to establish leadership positions beyond research and analytics but really are trying to be considered a key part of what is evolving into the Holy Grail for marketers- the Marketing Dashboard (a standardized set of technologies, metrics and data sets that will enable marketers to effectively segment and precisely target their audiences).

Even though the deluge and confusion may seem frustrating- where some see blood others smell opportunity. All areas of analytics promise to be high growth markets. The job outlook for Market Research Analysts (a profession typically seen as slow growth or administrative) alone is very promising. Marketers who understand how to conduct research, dissect and digest data and ultimately create thoughtful analysis will be able to open many doors. The good news for us as students in the program is that there are many opportunities to learn some of these techniques in class: Database Mining and Modeling, Web Mining and Advanced Online Marketing.

Hi Everyone-
Don't forget to come by the DIMA Welcome Back Party this Thurs. Sept 27 at 8pm. We are having it at the Galway Hooker. www.galwayhookernyc.com.
This is the first of a series of events for this year. Please get involved!
-DIMA

Listed below are the new DIMA Officers. We were able to avoid an election through compromise! Below you will find the Letters of Intent each new officer provided. The letters detail their plans for the 07/08 terms. Please congratulate and encourage your fellow students for taking on these responsibilities.

Toni Lorusso – DIMA President elect

I am running for the office of DIMA President for the Fall 2007/ Spring 2008 semesters. I am currently a second semester part-time student eager to learn Direct and Interactive Marketing and excited to get more involved within the program. If elected, I will bring to DIMA my leadership skills, endless energy, and most importantly the desire to help DIMA reach its full potential. I would be honored to have the opportunity to serve my peers as President of DIMA.

To help DIMA reach its fullest potential, I have joined a group of very talented and motivated peers who share the same goals and visions for DIMA as I do. Together we formed the group, Team AIM: Awareness and Involvement in Marketing. I would like to introduce you to the Team AIM ticket:

Toni Lorusso – Candidate, President
Tanvi Patel – Candidate, Vice President
Tim Hartman – Candidate, Treasurer
Katie Murphy – Candidate, Secretary

Team AIM developed a platform of goals that we would like to achieve and an action plan to achieve them. Our team’s priorities include:

To increase awareness of the program
Action Plan: Representatives from DIMA to attend SCPS New Student Orientation and/or make classroom visits as a means of introducing DIMA to new students
To increase student involvement in DIMA
Action Plan: Email monthly “Calendar of Events” to students highlighting upcoming activities
Action Plan: Schedule and plan a monthly event prior to class start to enable a larger student turnout (for example, monthly “Pizza Day” where students can grab a slice and mingle with DIMA peers prior to class start)
To increase alumni networking
Action Plan: Invite alumni to student networking events
To re-launch the DIMA blog site and increase site traffic
Action Plan: Create a job/internship page
Action Plan: Post tutoring information
To develop a Study Abroad Program
Action Plan: Create the first-ever study abroad week-long program that enables students to receive exposure to global direct and interactive marketing practices

If elected, Team AIM will be enabled to accomplish its goals and take DIMA to the next level.

With great enthusiasm,

Toni Lorusso

Tanvi Patel – Vice President elect

I am running for Vice President of DIMA for the Fall ’07 & Spring ’08 semesters. I am currently in my second semester of the program as a full-time student. I have been very impressed with the program in terms of the curriculum, faculty industry connections and most of all, the students. I would like to contribute the program as Vice President to see the program excel to a higher level of awareness throughout the industry.

Working with my peers, I hope to expand the engage the students, faculty and industry leaders to help augment the program with more enriching hands-on experience around the world. As with most new programs, a critical hurdle is being accepted in the academic world as a prestigious program. While we have succeeded in accomplishing this goal within the Direct & Interactive Marketing arena, one of my goals as Vice President would be to introduce this program to prospective students at leading employers around the country and around the world.

Tim Hartman – DIMA Treasurer elect

I am running for the office of DIMA Treasurer for the Fall 2007/ Spring 2008 semesters. I am currently a second semester full-time student eager to learn Direct and Interactive Marketing and excited to get more involved within the program.

If elected, I will work to increase the importance and stature of DIMA as well as the overall program.

As part of a strong team, I will work to accomplish all our stated goals. Our team’s priorities include:

To increase awareness of the program
Action Plan: Representatives from DIMA to attend SCPS New Student Orientation and/or make classroom visits as a means of introducing DIMA to new students
To increase student involvement in DIMA
Action Plan: Email monthly “Calendar of Events” to students highlighting upcoming activities
Action Plan: Schedule and plan a monthly event prior to class start to enable a larger student turnout (for example, monthly “Pizza Day” where students can grab a slice and mingle with DIMA peers prior to class start)
To increase alumni networking
Action Plan: Invite alumni to student networking events
To re-launch the DIMA blog site and increase site traffic
Action Plan: Create a job/internship page
Action Plan: Post tutoring information
To develop a Study Abroad Program
Action Plan: Create the first-ever study abroad week-long program that enables students to receive exposure to global direct and interactive marketing practices

Thank you,

TIM

Katie Murphy – Secretary elect

I am running for Secretary of DIMA for the Fall ’07 & Spring ’08 semesters. I am currently in my second semester of the program and am committed to seeing it gain awareness as the #1 Direct & Interactive Marketing Master’s program. Through DIMA, we have the ability to work as a team and with members of the faculty, current students and alumni to continue to grow the program and make it the best it can be for students currently in the program.

My goal is to increase student, alumni and faculty involvement in DIMA. Some initial ideas include optimizing the DIMA blog and making it the “go to” page for anyone needing information on the program. Implementing a DIMA orientation session for new students and reaching out to prospective students. DIMA needs to be a resource for anyone involved in our program and students need to know that they can turn to DIMA to answer any questions they may have and get advice from their peers. DIMA needs to be accessible, helpful, encouraging and fun. My intent is to make DIMA more prominent in student, faculty and alumni lives on a daily basis. This, in turn, will allow DIMA to prosper, promote our program, offer better networking opportunities and provide a sense of community for members of the Direct & Interactive Marketing Program.

The Washington Post has a good video on branding during spring break. Check it out here

Remember all those Faith Popcorn articles you discussed in Intro to MKTG. Well, they didn't quite cover this aspect.

Save the Date!

The Wasserman Center for Career Development Presents...

Industry Networking Forums Week 2007

*Meet and network with key employers in your industry
*Gain career advice from professionals
*Learn about potential full-time and/or internship opportunities

Real Estate & Hospitality
Monday, March 19, 4-6 pm

Advertising, PR & Marketing
Tuesday, March 20, 4-6 pm

Publishing
Wednesday, March 21, 4-6 pm

Arts, Media & Entertainment
Thursday, March 22, 4-6 pm

All forums will take place at 133 East 13th Street, 2nd Floor, Presentation Room A.

For additional details please visit www.nyu.edu/careerdevelopment

The 2007 National Salary Guide for Direct & Interactive Marketing is available, but can only be viewed in the Nat Ross Library located in Room 429. You can stop by anytime while the office is open to view the guide.

Nat Ross???

NAT ROSS (1904 - 2000)

Nat Ross was among the first educators to develop a direct marketing curriculum. His survey course at New York University has educated hundreds of professionals in the field. He also helped to establish The Direct Marketing Idea Exchange, a monthly discussion group for direct marketing leaders.

Inducted 1984 - DMA Hall of Fame

SCPS has informed DIMA that we need to have all DIMA Officer and Student Council nominations to them by 3/23/2007. All elections (if necessary) are to be held by 4/1/2007.

If you are interested in any of the positions below please send an email to nyu.dima@gmail.com
All positions are open.

President
Vice President
Secretary
Treasurer
Blogmaster

Student Council Representative

Don't let the commitment scare you...the University employs people using adult money to see that these student groups succeed. This means you're not on your own-people will help you.

Thanks for the read!

Matt Harris - President

PoPoZao to Papas Fritas!

DM News has a great article about why the FTC is looking into negative option marketing and what the speculative outcome may be.

You'll find the story here.

Dear Students,

Once again, the Direct Marketing Club of New York is offering our students the opportunity to attend its monthly luncheons as guests of the Club. These events consist of a networking cocktail reception followed by a presentation during lunch.

Two students can attend the next DMCNY luncheon event, which is Thursday, February 8th. The guest speaker is John Greco, President and CEO of the Direct Marketing Association, so this will be a great networking session, since everyone will be there.

If you are interested, please e-mail Stephanie Tracy at set212@nyu.edu by Tuesday, January 30, with your NYU e-mail address and your local phone number.

If you are selected, you will receive a confirming e-mail from Stephanie. To be on the list for the next DMCNY luncheon, indicate that in your e-mail.

Is SEO rocket science?

Direct Marketing is cyclical.

A non-techie MS Vista review.

Superbowl ads and more!

DIMA invites you to a Welcome Back Late Happy Hour!

Expanding ECHO Brand Is Top of Mind for DMA 2007 ECHO Committee; Lieber, Feinstein Head Committee

January 19, 2007 — The Direct Marketing Association (DMA) announced yesterday that Mitchell Lieber, president of Lieber & Associates, and Neil Feinstein, director of creative strategy at True North, will serve as chair and vice chair, respectively, of the 2007 International ECHO Awards Committee.

DMA’s ECHO Award is the only international award that honors excellence in direct marketing creativity, marketing strategy, and response results – recognizing every type of media used in multichannel direct marketing campaigns.

“Because DMA’s ECHO Awards recognize strategy, creative, as well as results, they are the most relevant award in marketing today,” said Feinstein. “This potent combination allows the ECHOs to showcase how all marketing disciplines can be integrated and leveraged to deliver outstanding results, new customers, and increase profits for smart marketers.”

DMA’s 2007 International ECHO Award Ceremony will take place October 16 during DMA 07 in Chicago, IL.

ECHOs Embrace the Internet
This year sees campaigns submitted for the 2007 awards being uploaded from the Web, television, and other electronic campaigns, eliminating the need to produce CDs, DVDs or videotapes. Training for ECHO judges will also move to the Web.

“The ECHO team – composed of the Committee and DMA’s internal staff – is updating ECHOs’ view of direct marketing to more fully embrace the Internet,” said Lieber. “We’re going to see more entries using search, SMS, and other forms of emerging media, as well as an expansion of the ECHO’s already enormous base in integrated, mail, print, and broadcast channels applications using SMS and other forms of emerging media.”

Mitchell Lieber
President, Lieber & Associates
Chair, DMA International ECHO Award Committee

Lieber has developed, managed or advised on more than 200 contact center programs spanning operations involving inbound, outbound, blended (inbound and outbound), e-mail handling, and Web integration. He has recruited and trained hundreds of contact center reps and has developed effective ongoing training systems.

Lieber’s expertise is first-hand and front-line. Prior to devoting full-time to consulting and management training in 1989, he managed call centers’ handling programs for companies such as American Express, the American Medical Association, AT&T, Haworth, Hitachi, Hon, Interplak, Kemper, Nuveen Investments, Philips, and Zenith Data Systems. He also directed telecommunications and, very early in his career, served as a call center supervisor and as a telephone rep.

During the late 1980’s and early 1990’s, Lieber pioneered the integration of telephone and direct marketing. In 1993 Lieber invented the open-closed switcher, telecommunications hardware that brings a digital function, the ability to send back a busy signal to excess calls to call centers using analog lines.

A contributing author on call centers to three books including the college textbook Readings and Cases in Integrated Marketing Communications, Lieber has been published or quoted by most major trade publications, including Advertising Age, Card Marketing, Catalog Success, Direct, DM News and TeleProfessional (now Customer Interface). He frequently speaks on contact center topics at the annual conferences of DMA and the American Teleservices Association (ATA).

Lieber is a voting member of the Society of Telecommunications Consultants and is certified by Purdue University's Center for Customer Driven Quality as a call center auditor. He is a past recipient of ATA’s TelPro - Teleprofessional of the Year Award, Chicago Direct Marketer of the Year, and Chicago Association of Direct Marketing’s (CADM) Towards the 22nd Century Award.

Neil Feinstein
Director of Creative Strategy, True North
Vice Chair, DMA International ECHO Awards

As the director of creative strategy at True North, Feinstein’s impressive client roster includes Pitney Bowes, Disney Visa, ThomasNet.com, Couristan Carpets, the Growing Family Club, and various divisions of the Disney Corporation.

Prior to his post at True North, Feinstein served as the vice president of creativity at the former Bigfoot Interactive where he designed e-mail marketing programs for Calvin Klein Fragrances, MCI, World Wildlife Fund, and Alitalia.

As partner and creative director at Bozell (now Lowe), he worked on multichannel campaigns for The New York Times, Datek Online (now Ameritrade), Merrill Lynch, and FEMA.

In addition to serving as vice chair of DMA’s International ECHO Awards committee and a member of DMA’s Ethics Operations Committee, Feinstein lectures around the country on multichannel marketing, integrated advertising, and creative strategy. He has written articles for DM News, Target Marketing, and Proof. He holds a Master Degree in direct and interactive marketing from New York University.

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On Behalf of DIMA,

Welcome Back and Best Wishes for the Spring 2007 Semester!

We’re Under New Management.
The above statement is something I usually see associated with bad restaurants, like Red Lobster, that have been flipped in order to encourage patrons to return. DIMA isn’t exactly Red Lobster and things were never badly managed. However, the statement is true. As many of you may be aware, DIMA President Pam Abastillas completed the program at the end of the fall semester. Congratulations Pam!

Pam’s graduation created an opening that needed to be filled. The majority of the current DIMA officers declined to be the poster child for the group. Since I was already part of the group (running the blog and listserv) I was asked by the rest of the officers to fill the opening and I accepted. However, SCPS required a democratic transition. To make a long story short, we called an election, nobody else ran – poster child.

What Now?
The semester is about 15 weeks long. Depending on how your semester turns out 15 weeks is either too long or too short. In any case, there is only so much a student group is able to do in that period of time. Last semester we ran a few social events and launched the DIMAblog. The blog is meant to connect students at different points in the program. Feedback about the blog has been extremely positive so look to it to keep you informed throughout the semester.

This semester we have two (2) big items on the agenda. The first (1) is filling all the DIMA officer posts. Julie Lee, Mandie Lee (no relation) and Michelle Hemerka are all in Capstone and will graduate at the end of the semester. I have capstone in the fall and would prefer to concentrate on that. Lastly, Ann Bilanski is on the 10-year plan…I won’t speak for Ann (nobody puts baby in the corner!) but most likely Ann will take a break after serving for a year.

There it is…we’re all pretty much done after this semester.

In order to keep DIMA going we’ll need to have some leaders step forward to pick up where we’re leaving off. How difficult is being an officer? Not difficult at all. You’ll put a little time into it about once a month but, for the most part, it’s simple. What do you get out of it? Other than that feeling that comes from altruism…you’ll add to your resume, meet alumni and students that you may never had the opportunity to meet, practice your leadership skills, get to know the administration, have industry leaders seek you out, and much more. In fact the whole enterprise is open to your creativity. If you’re interested please let us know. Depending on the response we may or may not need to have an election. Please give the idea some thought.

Second (2), were looking to have an alumni networking event. The gist of the event is to have a dozen or more alumni join current students for a casual town hall style Q&A session about life after the program, the job market, salaries, etc…This event has the potential to be really good. I sent a “feeler” email to some of the alumni recently and received a half dozen responses indicating they would take part in the event. I expect more responses as we begin to finalize everything. The event will be RSVP and we will get those details to you once they are available.

What Else?
So we have two big things to accomplish this semester – establishing next year’s leadership and putting on a first-class alumni networking event. In addition to these two big things we have a couple of smaller things planned.

DIMA will be hosting a “Welcome Back” event within the next few weeks. Details are in the works and will be sent once finalized. DIMA will also host an “End of Semester” event which may include an election. As with all events food will be provided. Plus depending on the budget, we may have a few random Friday night student/alumni happy hours….where maybe some of our filthy rich alumni could pick up a check or two (Abastillas?).

Lastly, were trying to capture information about our program to pass on to others. We’ve created an online PowerPoint with a few things some of us know and others don’t. You can view the PowerPoint here: Student Resources PPT

The idea here is to collect the tips, tricks, and other stuff that can make going through the program just a little bit easier. If you’d like to add something please send your comments to nyu.dima@gmail.com we’ll notify you of any updates.

That’s All Folk’s
I think we have a pretty ambitious agenda for Spring 2007. We’d like to have as much input from you as possible. You can leave your comments below or email them to us. Ann, Julie, Mandie, Michelle, and I are just volunteering to make the graduate experience more rewarding. We can put things together but it takes you to make them successful.

Thanks for the read! Best of luck!

Matt Harris – DIMA President

From DMNews

By Melissa Campanelli
January 12th, 2007

What’s the direct marketing spending priority for 2007?

According to Alterian’s fourth transatlantic annual survey of more than 500 direct marketers, marketing services providers and agencies, it’s online activities.

85 percent of respondents expect their online direct marketing expenditures to increase in 2007. The spending projection is the largest expected increase since the Alterian Annual Survey began in 2003. Alterian, Chicago, is a provider of analytics led integrated marketing software.

While online direct marketing will receive the largest investment increase, 51 percent of survey respondents also plan to boost their offline direct marketing spend in 2007. When asked about specific channel investments, 81 percent plan to increase spending on e-mail marketing, 50 percent say they will spend more on direct mail and 45 percent will increase their budgets for personalized landing pages.

Despite the strong spending indicators for both online and offline channels, 94 percent of respondents who said they will decrease offline spending said they will increase online spending.

The Alterian 2006 Survey polled a total of 540 marketing professionals. The annual survey was conducted in North America and the United Kingdom in October 2006 through a dedicated Web site landing page, a hardcopy form and in-person interviews at DMA06 in San Francisco.

The 2006 survey confirms the growing emphasis on the integration of e-mail marketing. Thirty-five percent of respondents reported that their e-mail activity was integrated with all other channels and 26 percent of respondents said their e-mail is at least integrated with other online channels. Only 18 percent reported that e-mail is still used as a standalone channel.

Despite progress on multichannel integration, an overwhelming 70 percent or respondents said they apply basic or no analysis to any of their e-mail campaigns. Only 29 percent claim they carry out full analysis. At the service provider level, marketing services providers reported the highest percentage, at 32 percent, of those carrying out full data analysis on e-mail campaigns.
Agencies have the lowest percentage of those carrying out full analysis, at 23 percent, but reported the highest percentage, at 57 percent, of those carrying out basic analysis.

The survey revealed a correlation between the level of channel integration and analytical activity. Those with the most advanced level of online and offline integration also indicated that they are performing the most advanced levels of analysis, with 45 percent of respondents topping both these segments.

Conversely, those not integrating e-mail fully with other online or offline channels are doing the least analysis, with only 12 percent of respondents using e-mail as a standalone channel completing full analysis of e-mail campaigns.

Respondents cited the challenges to improving integration. According to 36 percent, the top obstacle is that online and offline activities are managed by separate departments. Thirty-two percent reported difficulty integrating e-mail marketing activity with the customer database.

While e-mail campaigns are growing in sophistication and frequency, nearly half of marketers manage their e-mail activities in-house. Twenty-nine percent outsource e-mail marketing to e-mail service providers and 15 percent send the work to agencies. Only 11 percent tap marketing services providers.

Regarding e-mail volume, 71 percent send less than 1 million e-mails in an average month. The survey revealed that marketers are managing the largest percentage of small (less than 1 million e-mails monthly) and large (more than 10 million e-mails monthly) campaigns in-house, but tend to outsource mid-size campaigns (one to 10 million e-mails monthly), primarily to e-mail service providers, followed by agencies and then marketing services providers.

ADVERTISING AGE
Human Rights Commission Releases Agencies' Minority Hiring Goals
Numbers Include Percent of Hires for Management Positions

By Lisa Sanders Published: January 11, 2007

NEW YORK (AdAge.com) -- The numbers are in. The New York City Commission on Human Rights today released the first set of goals submitted by the 15 advertising agencies that in September pledged to increase minority hiring and retention.

Presented as a percentage of total hires for 2007, the goals vary widely by agency. Each of the 15 companies set its own numbers, presumably based on what could reasonably be achieved. (Sixteen agencies originally signed deals, but Draft and FCB have since merged.) Some agencies presented detailed breakdowns of their plans -- Interpublic Group of Cos. agencies outlined the percent of minority employees it intends to recruit, promote and retain; others, such as Omnicom Group's BBDO, DDB, Merkley and PHD, presented goals for new minority hires in two categories: management and professional.

Lacking clear definition
And while the numbers have become clear, there is no single definition for what "minority" means; that has been left for the agencies to decide. One agency executive said the working definition is "non-white" (meaning that white women won't count toward the goal). But Interpublic has set what it calls aspirational goals for recruiting, promoting and retaining women.

The move comes as tensions around the already-touchy issue mount and threaten to become a matter of national debate -- as well as a public relations issue beyond agencies' control.

Earlier this week, Sen. Charles Schumer, D-N.Y., speaking at a breakfast hosted by Jesse Jackson's Rainbow Coalition/Wall Street Project, took up the issue of minority representation in the industry's senior-most ranks, with the comment, "We're saying to the ad industry, 'We're waiting for you.'"

Already frustrated by the commission's interest in their agencies' staffing matters, some executives earlier this week expressed frustration over Mr. Schumer's comment and the possibility of more pressure from political organizations. "When does this end? It's never enough," said one.

Welcoming the scrutiny
Other agency executives welcome increased attention to issues of diversity and hiring. "Why should advertising and marketing communications have a pass on addressing the same issues that other industries have had to tackle?" said Heide Gardner, VP-diversity management at Interpublic.

Agencies submitted these goals 30 days after signing the accord as the first part of a multipronged, three-year program hammered out between the commission and agencies. The program was the result of a long-running probe by the commission begun in 2003. It culminated with the agreements reached last summer.

Advertising Age contacted each of the 15 agencies earlier this week, asking what each has done and is doing to in the area of diversity recruitment, and what goals each submitted to the commission. Not one agency divulged its goals. Some executives expressed concern over the possibility of negative press, should they be unable to meet their goals.

Public accountability
"I don't want my accountability to be public," said Gunnar Wilmot, chairman-CEO, Gotham. "I have every intention of making the goals, but if I don't make them, I want to preclude your calling me [on it]," he said.

Specific goals, categorized by holding company and agency, are:

Omnicom: BBDO aims to achieve minority employment of 15% in management new hires and 28% in professional; DDB, 10% in management new hires and 20% in professional; Merkley, 10% in management new hires and 22% in professional; PHD, 10% in management new hires and 25% in professional.

Havas: Arnold Worldwide aims to achieve minority management and professional hires of 30% of all new hires; Euro RSCG is aiming for 5% of all new hires.

Publicis Groupe: Saatchi & Saatchi pledged 16% of total new hires will be minority officials and managers, and 23% will be minority professionals; Kaplan Thaler Group pledged 13% of total new hires will be minority officials and managers, and 15% will be minority professionals.

WPP Group: G2 Direct & Digital set goals to place 17% of its total hires as minority officials and managers, and 25% as professionals; G2 Interactive set goals of 16% as minority officials and managers, and 20% as professionals; Ogilvy & Mather, 16% as minority officials and managers, and 33% as professionals; Young & Rubicam, 18% as minority officials and managers, and 30% as professionals.

Interpublic Group of Cos.: Gotham set as its goals 10% of all new hires will be minority executive-officials and managers and 5% of all promotions will be minority executive-officials and managers; 10.5% of all new hires will be minority other officials and managers; 7.5% of promotions will be minority other officials and managers; 17% of all new hires will be minority professionals and 7% of all promotions will be minority professionals.

DraftFCB's goals include 10% of all executive-officials and mangers as minorities; 5% of all executive-officials and managers promotions will be minorities; 9% of all new hires will be other officials and managers; 5% of all other official and manager promotions will be minorities; 24% of all new high-level professionals will be minority and 9% of high-level professional promotions will be minority; 28% of all entry- and mid-level professionals will be minorities and 5% of all entry- and mid-level professional promotions will be minority.At Avrett, Free & Ginsberg, goals are for 5% of all new executive-officials and manager new hires to be minority; and 5% of all promotions will be minority executive-officials and managers; 9% of all other officials and manager new hires will be minorities; 3% of all other officials and managers promotions will be minority; 24% of all professional hires will be minority and 6% of all professional promotions will be minorities.Interpublic set separate goals for hiring and promoting women.

Changes to workplace
Some agencies or holding companies, such as Arnold, Ogilvy & Mather and Interpublic, have created and implemented significant programs to recruit and retain minorities as well as to foster a workplace that embraces diversity. Arnold's New York office holds quarterly agency seminars on multicultural marketing to provide information and help build awareness among staff on creating an inclusive body of work; participants of another program, dubbed AMEN, for Arnold Multicultural Employee Network, meet regularly to provide each other with support and advice. "At the end of the day, it's not just about hiring, but getting people to stay," said Tiffany Warren, Arnold's director of multicultural programs and community outreach. At the end of this year, agencies must submit report cards to the commission with details on, among other things, numbers of hires, with salary range and title, and a set of new hiring goals for 2008. The process will continue for three years, and if agencies do not meet their goals, they must hire outside consultants to help them do so.

NYU Reynolds Program to Hold Information Session on Post-Graduate Fellowship Opportunity

The Acumen Fund Fellows Program is Focused on Entrepreneurial Approaches to Issues of Global Poverty

On Thursday, January 18, 2007, from Noon to 1:30 p.m., New York University's Catherine B. Reynolds Foundation Program in Social Entrepreneurship (www.nyu.edu/reynolds) is sponsoring a university-wide information session about a new post-graduate fellowship opportunity, The Acumen Fund Fellows Program.

All NYU students are invited to learn more about this program at NYU Wagner, The Puck Building, 295 Lafayette St., 2nd Floor, Mulberry Conference Room. No RSVP is required.The Acumen Fund is a non-profit social venture fund that uses entrepreneurial approaches to solve problems of global poverty (http://www.acumenfund.org).