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January 21, 2008 issue
Criminal Minds takes #1
BBM/Nielsen Top 30 - Jan. 7-13
Criminal Minds topped a national chart that saw CTV dominate with the 10 biggest shows. Read More
Reader's Digest to launch Best Health mag
The new bi-monthly will target women 35-55 and kick off with an initial run of 100,000. Read More
Notes from the media landscape: Marketer gold in them thar vlogs?
NYC-HQ'd Weight Watchers is arguably taking viral techniques to the next level by leveraging the popularity of a vlogger named Faint Starlite as part of its latest campaign.
The Milwaukee 24-year-old, whose real name is Esther Brady (pictured), had been chronicling her own weight loss in videos posted on her website, and explicitly crediting it to the use of Weight Watchers techniques. When the company's AOR, Interpublic Group's McCann Erickson, recently launched a new "Stop dieting, start living" campaign, a complementary deal was cut with Starlite.
"We want her to be a brand apostle," says agency CCO Joyce King Thomas. "We built her a place to live [on MySpace] and we're going to let it spread virally." The vlogger is now explicitly crediting her corporeal transformation to the spirit of the campaign's tagline. But as yet there are no plans to incorporate her into the ad campaign, says King Thomas. "We want her to do what she does: be a video blogger with a huge fan base."
www.myspace.com/weightwatchers
BBM Snapshot: Herbal tea drinkers by the numbers
How's this for a stereotype buster: The 4.8 million Canadians who dote on herbal tea are 1.6 times more likely to be widowed than the rest of us, but they're also 1.8 times more likely to buy motorcycles. Read More
Staying Tuned
February 5Toronto
BBM Canada's annual media research conference will once again present the latest in audience measurement theories, practices and ideas.
Featured speakers include Environics' Michael Adams and Doug Norris; CBS Television's David Poltrack; Margot Acton, of TNS Canadian Facts; radio ad expert Jim Peacock; Bill Siegel, of Longwoods International; Jim Kershaw, of Burke Inc.; York University anthropologist Robert Kozinets, author of Click Click Revolution: eTribal Anthropology; Martin Molmen, of Norway's P4 Radio Hele Norge AS; Pollara Strategic Insights' Robert Hutton; and Albert Yue, of Dynasty Advertising.
For complete conference details: www.bbm.ca/stayingtuned.
For more media events, see http://www.mediaincanada.com/events/
