Kantar Media Newsroom: WSJ Looks to Women to Boost Subscriptions

Welcome to this week’s Kantar Media Newsroom, your weekly summary of the news that matters in the media and marketing industries. To learn more about how we can help you monitor both paid and earned media and make informed decisions, please contact us at info-us@kantarmedia.com.

Meshing Digital and Traditional

Get your holiday wish list ready!

Amazon and Best Buy – once fierce rivals in the electronics space – are joining forces on Amazon Fire TV smart TVs, to be sold at Best Buy stores. “The announcement marks another collaboration between the two rival retailers, with Best Buy already selling Amazon devices in its stores and putting a limited set of its inventory up for sale through voice shopping on Amazon's Alexa. All this work together may show that some traditional retailers -- instead of battling against the fast-growing Amazon -- see a chance to gain by working with the company and tapping into its huge customer base amid a difficult time for brick-and-mortar stores.” Collabs are nothing new, but as traditional storefronts are grasping at straws to attract customers and sales, connecting with Amazon and its millions upon millions of active shoppers can help bridge the gap.

Campaign fit for a king, or should I say, emperor?

Vegas seems to always go through transitions, trying to find a fresh identity every few years. The hotels on the strip can take a little longer to change their image. Enter, Caesar, of Caesar’s Palace, and the new campaign “Live #LikeaCaesar.” Looking to form emotional connections to its target, the digital-first effort pushes interaction via viral distribution of its multiplatform videos. “The strategy is designed to reach a slightly younger demographic of adults, 30-50, who know and appreciate the iconic Caesars brand, but may not be aware of its latest entertainment, dining and nightlife offerings. The work emphasizes "engagement, awareness and inclusion," says the spokesperson.”

With a little effort, WSJ gained significant subscribers

The majority of those subscribers? Collegiate women, after a conscientious push to advertise directly to women in a younger demographic, to the tune of 200,000 new subscriptions. In a politically-charged atmosphere where businesses are being challenged over their gender pay gaps and the Time’s Up movement is highlighting the lack of women in the boardroom, media companies are paying greater attention to gender imbalances in their audiences.” Along with the WSJ, The Financial Times and The Economist are also looking to entice women subscribers. “In the Journal’s latest campaign, ‘Good Things Come to Those Who Don’t Wait’, a baby girl is born in the hospital car park before her mother reaches the maternity ward and then, later in life and ever pro-active, she hurtles onwards to a successful career.” This theme is following in the footsteps of NYT’s “The Truth…” and Washington Post’s slogan “Democracy Dies in Darkness,” which acknowledges gender issues and trust in the media, focusing less on the business content.


Fake, Schmake!

Don’t believe everything you see or read

Fake news is everywhere, as explained in this newsletter more than a few times! Whole warehouses full of pseudo-journalists craft stories to sway opinion, spread misinformation or even interfere with a presidential election. The fear is real – as technology evolves, deceiving the public through video and other “see it to believe it” means will be a real problem. Enter award-winning director, Jordan Peele, with a PSA imploring people to think through the news the see and read before believing at first glance. It’s worth a watch if you haven’t seen it yet!

Blockchain to build brand loyalty

Let’s face it, the consumer trust level with anything they read or see online is in jeopardy, with all the fake news, bots, scams and Nigerian princes abound. Meanwhile, blockchain tech has been developed enough to help supply chains keep all their proverbial “ducks in a row” and incorporate a level of transparency not yet seen on this global scale. Now with cryptocurrency in the mix, blockchain is being used to help keep that in order as well. Put it all together and what do you get? A whole new way to keep interactions between brand and consumer neat, secure and transparent. “Brands should embrace blockchain not only because it offers cost savings to businesses, but because it has the potential to make a positive social impact.”

It’s a Boy!

The fifth in line to the thrown is here

For a little fun (because who doesn’t love a little baby?!) here’s a detailed run down of the fuss surrounding the newest prince! The impact of Price William and Duchess Kate on the monarchy is palpable, as the outdated nature of the crown has become revitalized as of late. Next month, all eyes will be on Price Harry as he marries an American. While all of this storybook fodder is great for headlines, the births and marriages within this family is a boon for brands from fashion to baby gear, with everything these royals touch selling out.


Who's on Top? April 9 - 12, 2018

National Recreation and Park Association celebrates Earth Month

Spend on new national TV ads reached $117 million during the week of April 9-15, falling by 39 percent compared to the previous week. Because there were no large-scale events this week drawing mass audiences, new commercials weren’t as plentiful but advertisers still spent healthy amounts airing existing ads.

In a new ad released this week, the NRPA promotes connecting with friends, family and ourselves at the park. As part of the Earth Month campaign, the commercial also asks viewers to visit NRPA.org/ABC for a chance to win a grant and help get their local parks revitalized.


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