PR-Prof: Taking your brand global is getting easier, but is it worth it?
A contributed article to Harvard Business Review’s blog says that it’s easier than ever for companies to go global. The Web has closed distances and influenced tastes on everything from Burberry raincoats to iPads. “In today’s digital age, people in faraway places can find your website, learn about your company, and have an experience with […]
Viewership intensity: Separating casual from loyal TV fans
Content distributors and advertisers are using data that measure viewership intensity to determine who is watching TV programs, when, how and just how much those viewers care about the programming. That could change the way advertising is purchased. A recent article in the Wall Street Journal about rights fees for TV sports programming described viewership […]
The new rules of audience engagement for TV sports
Tucked into an excellent article in today’s Wall Street Journal about rights fees for TV sports programming were a few paragraphs about new ways to measure viewer interest. The change in metrics has great implications for public relations professionals and their clients. The traditional view of sports is ratings. ESPN and ESPN2 are kings, and […]