Nielsen whistling past the graveyard

Jim Meskauskas in MediaPost comments on Nielsen’s plans to report on personal video recorder (PVR) households but not on their viewing of advertisements.

As MediaPost reported last Friday in an article by Joe Mandese, agencies are asking that Nielsen provide, along with the aggregated program “viewing” data, minute-by-minute ratings data so that ratings can be attributed to ads themselves.

Doesn’t this make sense? The only reason advertisers look at ratings for programming is because that is the only data made available to them. If we could get minute-by-minute ratings all this time, does anyone in the media planning and buying business doubt we would be using them? Just like demographics are surrogates for trends in psychographics and product usage, so program ratings are proxies for advertisement ratings.

TiVo, and in particular, cable companies offering digital services, are in a perfect position to provide the infrastructure for minute-by-minute ratings data. They have the technology, the scale, and they are already in your homes.

(Link thanks to MarketingWonk, where Tig Tillinghouse adds some additional good thoughts on the topic.)

Hidden assets

Yesterday I wore a skirt I bought from a travel clothing catalog. I have to be very careful when perusing these catalogs, as they induce in me visions of wandering through the streets of Rome or St. Petersburg, wearing comfortable yet stylish shoes and dark, internationally-styled clothing that magically never wrinkles. In these visions I inevitably discover a tiny, chic cafe where I can lounge the day away, watching people walk by and passing for a native.

These visions send me on a buying frenzy, the result of which is often a box full of clothes that don’t look quite like what I’d expected from the catalog’s drawings: They’re frumpier, and the no-wrinkle fabric is stiff and icky, and I can’t imagine wearing them to the local five-and-dime, much less a funky bistro on the Left Bank.

In the case of this skirt, though, the vision wasn’t too far from reality. It’s a simple black wrap-around skirt, made from a mystery twill fabric that truly doesn’t wrinkle much and also somehow repels lint. It wraps around quite far, which is a huge benefit. Many, many wrap skirts don’t have enough overlap, and so when they flap open they flash quite a bit more of my nether regions than I’m comfortable sharing with the general public. So in many ways this skirt is perfect.

However, it has one odd feature: a hidden pocket. The catalog described it as a “security pocket” for storing documents and money, safe from pickpockets. Sounds great. The pocket is located on the inside of the skirt, right in front where it wraps. It’s fairly sizeable.

However, it’s completely impractical. I tried today to stash some cash there before heading into the K-Mart to try and prop up Martha Stewart’s failing reputation by buying seed starter kits, and I found I had to bend over and reach way, way inside to get the bills into the pocket. I basically had to open the wrap part, lifting it up and inserting the money upside-down into the pocket, then dropping the wrap and smoothing everything out. There was absolutely no way I’d be repeating that action at the checkout counter.

Also, I found that any item in the pocket distorts the fabric. Depending on what one tries to store there, one gets either a flat, stiff area or an unseemly bulge in a particularly awkward spot. It’s no good either sitting or standing. I can’t imagine something bumping into the tops of my thighs repeatedly as I walked around, especially on a sticky summer afternoon.

So my otherwise excellent travel skirt has this purposeless pocket. Obviously I can leave it empty and still get plenty of value from the skirt, but I’m still uncomfortably aware of its existence. It’s odd that it would bother me, but it does.

Drink of the week: Bourbon Sidecar

Today I found an interesting recipe in the Drink Recipes section of Happy Hours:

BOURBON SIDECAR

Creator: N/A

Ingredients:
2 oz. Bourbon
1 oz. BOLS Triple Sec Curacao

Glassware: Cocktail Glass

Directions:
Shake with cracked ice and serve in a chilled cocktail glass.

I’m always delighted to find new ways of enjoying bourbon, but to me this bears little relation to a sidecar. To be a proper sidecar it should have a sugared glass, I think. Also some citrus. And I don’t have any triple sec in the house, but I do have Cointreau. So I propose the following….

MY BRILLIANT BOURBON SIDECAR

Creator: MyBrilliantMistakes.com

Ingredients:
2 oz. Bourbon
1 oz. Cointreau
1/2 oz. lemon juice

Glassware: Cocktail Glass with sugared rim

Directions:
Shake with cracked ice and serve in chilled, sugary cocktail glass.

Based on experiments currently underway, I can attest that this is a delightful concoction, quite tart and refreshing, perfect for either after dinner or before. (Actually, I suspect that if one had a couple of these before dinner, one’s appetite would magically evaporate. But such is life.)

Do the current experiments with this new beverage have anything to do with the large and far overdue website that I should be working on at this moment? Why, yes. Yes, they do.

For those unfamiliar with the sugared glass concept, read on for a primer….

Continue reading “Drink of the week: Bourbon Sidecar”

How to, and why

I’d been thinking of creating a section for Closkey.com about how and why to create a weblog. It turns out that I don’t need to, as the Guardian Online has already written one.

Of particular interest are Rebecca Blood’s comment on what blogs are and are not, Neil McIntosh and Jane Perrone’s glossary of blogging terminology (which they say they will be updating over time), and Neil McIntosh’s brief overview of how to choose weblog software and set a blog up.

Nice to see Hugh MacLeod’s blogging cartoons featured through all the articles as well.

I’ll drive that tanker

Advertising Age looks at actor/director/marketing-wiz Mel Gibson.

To create this boffo box office, superstar director Mel Gibson employed a raft of guerrilla-marketing tactics, appealing to church groups and religious leaders to help him bring out the faithful. He traded heavily on his celebrity status and the controversy that has swirled around the film to generate buzz about the movie everywhere from late-night talk shows and the cover of Newsweek to religious conventions and Nascar races.

The first movie I saw Gibson in was Gallipoli; the second was the amazing The Year of Living Dangerously. And then there was The Road Warrior. I didn’t expect this new movie to do well — it looked like such a vanity project, and in fact I believe it is one. (The New Yorker’s David Denby described the movie as “another dose of death-haunted religious fanaticism,” which I suspect it could be also.) I confess I hoped it would go away quietly. All the same, I can’t help but admire how Gibson and his team have made a highly controversial and difficult-to-watch film into a box office smash.

And damn it, he’s still a babe.

The iPod Paradox

Izzy Grinspan in The Village Voice reflects on why a device that is most often used solo engenders feelings of community.

I’m not ready to go swapping my little green buddy with anyone yet. I haven’t had the chance to use it enough, to fill it with all the right songs, to build a history of use, to have a comfort level with it yet. It wouldn’t show enough of my musical taste to anyone now. Maybe in a few weeks. Of course this presupposes that there’s anyone I could swap with … not at all guaranteed in a small town in western PA. Sigh.

(Article link thanks to Rob Walker’s Journal of Murketing.)