Monday, November 25, 2002

Marketers Need to Acknowledge Simultaneous Media Usage IAR: Study: Simultaneous Media Use Poses Ad Challenge The study found that women are more likely than men to consume multiple media channels simultaneously: 67 percent of women reported regularly watching TV when they go online, while 59 percent of men did. Likewise, 76 percent of women said they have the TV on while online, compared with 57 percent of males. The BIGresearch study's authors concluded advertisers need to adjust their marketing campaigns to take into account the schizophrenic behavior of consumers in a media-saturated age. We've heard this before from comScore (45.1 million Americans had an Internet-enabled computer and a television in the same room. Of those, 47 percent said they used them both at the same time) but we can stand to hear it again. The usage of media is changing very fast and it will have a very big impact on how media professionals approach planning and buying as well as the way research firms measure usage. The assumption for a very long time was that only one media type was used at a time. That is no longer true "It is not enough to view impact based upon old measures of reach and frequency, because they don't account for simultaneity," said Don Schultz, president of Evanston, Ill., consultancy Agora and a co-author of the study. "Our media planning concepts are out of date and need to be rethought, reorganized, and redesigned." Change is coming. [marketingfix] To someone like me, who grew up with TV and radio and computers, this seems so obvious. I'm looking forward to Integrated Marketing Communications in the spring, where hopefully, I'll learn more about this. 10:08:40 AM

IntelliJ released IDEA 3.0 a few weeks ago (YEAH!), but because it required a JVM 1.4.x, I can't run it on Mac OS X. I've been in touch with several people at IntelliJ, and they have confirmed this. :-( Hurry up, Apple! 9:56:08 AM

In his most recent column, David Coursey raps (?) poetic about the iMac and iPod. He describes "adders" as opposed to switchers, those who add a second computer (something Apple) to their PC lineup. We'll just mark those in the "switcher" column, thank you. I am really surprised and pleased that such a well known figure in the PC journalism world is now so positive about the value-add of Apple products. 9:37:20 AM