What's Next?

This blog started as a course assignment from +Lisa Dobias and developed into an outlet for creative thought. In recent months, I have admittedly used this medium to showcase academic assignments but I do not plan to continue in direction. After graduating in May, I hope to release a new/untainted blog that exclusively features my opinions about advertising and new media usage. Please help me decide "What's next?" by commenting below.

Topics of Interest:
- Connotions associated with advertising buzzwords.
- Budweiser Buddy Cups: Brilliant or Invasive?
- Are #'s really effective measurement tools?
- Using 404 messages as a branding opportunity.
- Advertising with modern entertainment ticketing.
- Apply or Die (analysis of the agency hiring process)
- The impact of audio when launching internationally.
- Media consumption during sporting events (football)
- Experiential marketing > traditional advertising.
- Augmented reality: present and future applications.
- "Resist abandonment. Embrace hybridization."


That looks like enough for now...

Management > Leadership

            After reading the article by John Kotter titled “What Leaders Really Do,” it is easy to recognize the importance of effective management and strong leadership within a successful organization. To an uneducated observer, the terms “manager” and “leader” may appear interchangeable but after closer inspection, there are several glaring differences. In the following critical analysis, I will identify three distinctive components that represent each skill sets and argue that management is more important than leadership for the survival of an organization.

 

            Kotter identified three major differences that help distinguish one of these skill sets from the other. To help explain the differences between management and leadership, I like to use a metaphor that compares an organization to an automobile. In this scenario, managers would be mechanics and leaders would be drivers. First Difference: Managers have a better understanding of the complexities that make the organization “run smoothly” and leaders bring a “roadmap” to physically steer the organization. Second Difference: Managers replace missing “parts” through the hiring process while leaders empower the new employees with pep talks. The pep talks compare car washes since they both influence confidence. Third Difference: When the leader wants to alter the way the company looks/operates, the manager is responsible for making those changes happen. Using the automobile example, this is similar to a driver wanting to put a lift kit on their truck and having their mechanic do whatever it takes to make that happen.

            Demonstrated for centuries, successful organization must have strong management and strong leadership. This being said, in a hypothetical situation where a business can only have one or the other, I would recommend management when trying to “better” the organization. Without management, it is very difficult for a leader to produce results and keep the business lucrative. The Bible reinforces this point with the parable about the house built on sand and the house build on stone. Poor or non-existent management can be compared to the foundation of sand. If a leader attempts to build a house/organization on the unstable ground, devastation will eventually follow and the leader will be left with nothing. If the foundation is strong like the stone, you may not have a leader to expand the organization and “build the house.” As a result, the company will never experience devastation because the stone will remain unchanged.

            As a senior in the college of communication, I have noticed that there is a lot of misunderstanding about the differences between management and leadership. In the preceding paragraphs, the dissimilarities of each are outlined using an example that is easy to relate with. I have also provided support for the idea that management is more important for the long-term success. To achieve long-term growth, an organization must perform both functions.

The Modern Monkey King

           In the recently published criticism from Dr. +Lan Dong, Gene Luen Yang is described as a porfessionally-trained comic publisher. Considering the fact that Yang's 2006 work titled American Born Chinese is the first graphic novel to win the Printz Award, it is evident that graphic novels are gaining respect in the literary community. Dong personally praises reinforces this achievement by describing the work as “an important cross-cultural rewriting of the classic Monkey King story for young adult readers.”

           The intertwined story lines of three main characters incorporate persuasive ideas about politics, ethnicity, and adolescence. Based on Chinese folklore, the Monkey King closely parallels the character described in Wu Cheng’en’s sixteenth century novel titled Xi you ji. Although the historical figure is rooted in Chinese Buddhism, Yang makes a number of references to Christianity and even Biblical verses to signify the modern western culture. Popular culture also has a significant presence throughout the story. The “Transformer” action figures act as symbol for the changing identities of each major character. To support her argument, Dong included several comic panels that came directly from the novel.

            Although Jin struggles to accept his Chinese heritage, Yang makes a deliberare reference to another group of early American immigrants by naming Mayflower Elementary School after the ship that carried the Pilgrims to Massachusetts. Denying their god-given traits, both Jin and the Monkey King recreate themselves to gain social acceptance. Pointing to the derogatory political cartoons of Asian Americans during WWII, Dong explores the possibility that Chin-Kee could reinforce racist representations that many Americans have tried to forget. In accordance with well-known racist stereotypes, Chin-Kee is depicted wearing a pigtail hairstyle, traveling with luggage that resembles oriental take-out boxes, and quickly answering scholastic questions in the classroom. Dong continues her discussion by citing specific examples of anti-Chinese sentiment drawings and legislation that were present in the twentieth century.

            According to First Second Books, the publisher of American Born Chinese, there is a disturbing lack of Asian American texts available in the young adult market. Even though the graphic novel from Yang is positioned in this segment, the cultural complexity of Jin/Danny and the universal message of self-acceptance make it difficult to identity a target audience. In order to transform back into their natural states, the Monkey King abandons his shoes and Danny “exorcises” his demons. Both escape self-imprisonment.

Learning to Negotiate

            According to the article “Six Habits of Merely Effective Negotiators,” James Sebenius believes there are several common mistakes that hinder problem solving. In order to create a successful negotiation, it is incredibly important to consider the other side’s concerns, strive to meet both sets of interests, and assess the next best alternatives. In order to reinforce these concepts, each will be demonstrated in an employee’s request for 20% compensation.   

            The first mistake takes place when one side ignores the concerns of the other. It is very easy to focus on market strengths without identifying potential weaknesses. Try to put yourself in the other person’s shoes and attack the argument using their perspective. If you are able to solve their problems and dismiss their concerns, negotiations are more likely to unfold smoothly. When asking for increased compensation, an employee will be expected to provide justification. Employers want to know how the increase will benefit the company and will be more agreeable if an employee requests an available form of compensation. For example, ask to be compensated with a meal plan if there is a company owned cafeteria.

            Another mistake made by negotiators is associated with the distinction between the terms position and interest. Positions are the stances/opinions of each party and interests are the underlying reasons why the parties have taken that position. To achieve a mutually beneficial outcome, the interests (not positions) of both sides need to be clearly defined. The cliché, “it takes two to tango,” is incorporated in this concept. Male and female dance partners are assigned opposing stances since neither individual is interested in colliding: the male moves forward and the female moves backward. When arguing for a 20% increase in compensation, employees need to uncover the reasons why they want the raise and then determine why employers have taken specific stances. Most employees request more compensation because they want more disposable income for vacations. It is possible your boss does not want to increase salary more than 5% because he does not want other employees to be jealous or expect similar treatment. If that is the case, ask for an all-expenses paid vacation and agree to keep it secret.

 

             Finally, establish what the next best solution includes. Coined as the “best alternative to a negotiated agreement” (BATNA) by Roger Fisher, this reflects the course of action taken if a proposal can’t be negotiated. Although it is difficult, also think about what alternatives could exist for the employer.  The alternative in most cases is the status quo. Logically, employees asking for more money/benefits should be willing to accept any amount of increase since some improvement is better than the alternative- no change. Depending on their level of importance, an employee can create persuasive alternatives. For example, a senior level manager can threaten to quit and take away loyal clients unless he given the 20% increase in compensation.

            In a professional environment, negotiating is considered an art form but even the most experienced individuals make common errors. In many instances, individuals fail to assess the concerns, interests, and alternatives for both party involved in the discussion. Use the examples provided by the employee asking for a 20% increase in compensation to help frame a successful argument.

Expection: Satisfaction

In my opinion, I agree with the statement, “Managers should do whatever they can, within reason, to enhance the job satisfaction of their employees.” Although this is a bold idea, the caveat “within reason” allows individual interpretation. Since some academic scholars argue “money is the meaning of life,” it is sensible to assume that managers will satisfy their employees if it is profitable for the employer (Aroian, Mihran). When quality output is greater than input, an employee is assumed to be highly productive. Absenteeism, turnover rates, deviant behavior, and negative incentives should be minimized because each will decrease productivity and subsequently hinder profitability.

Classified as “absenteeism,” unsatisfied employees frequently fail to show up for work. It is important for managers to discourage this behavior because unreliable employees influence the job performance of others. When short staffed, the manager must find a way to replace the absent employee and typically assigns the work to one if not several of the co-workers. The increased burden will also decrease the job satisfaction of those affected and decrease the company’s profitability. To prevent this from happening, managers should ensure employees are satisfied with their jobs therefore they have no reason to be absent regularly.

Turnover rates should also be reduced to increase profitability. Companies can be hurt when many employees quit their jobs. Professionals call this a “high turnover rate.” Even if the exiting employee provides several weeks of notice, it is costly to find a skilled replacement for that individual the new employee must be trained and supervised. Since turnover rates are a reflection of the company culture and work environment, managers should attempt to reduce the amount of “turnovers” that take place. Although employees quit for a multitude of reasons, poor job satisfaction is one of the highest.

Another factor that influences performance is deviant behavior. Loosely defined as an action that works against the common goal, this behavior makes it very difficult for to fulfill an obligation. Resistance in any manner becomes an obstacle that the employer must overcome. It is also unpleasant for co-workers. Because a deviant employee makes it difficult to improve productivity, it is crucial that the manager intervene and dissuade destructive objections. When every employee is satisfied and working toward accomplish the same the target, the company will typically improve profits.

Incentives are also relevant to employers because they have a significant impact on job satisfaction. Negative incentives are punishments for failed expectations. These are commonly associated with pessimistic attitudes and fuel productivity at the expense of employee satisfaction. The resulting fear creates a tense and stress environment within the company, making it difficult for employees to perform their best work. Conversely, positive incentives are rewards for achievement. Without the fear of losing something, employees strive to reach an amplified level of productivity which increases profits. When rewards are frequent and diversified, job satisfaction usually improves. However, these incentives can also encourage cheating or unethical behaviors if used inappropriately.

A Philosophic Cage Fight

Locke vs Rousseau

Through “good breeding” and discipline at an early age, John Locke hoped to create virtuous men with the ability to yield to temptation. Defined in Some Thoughts Concerning the Education of Children, “able men” are made by “the principles of justice, generosity, and sobriety, join'd with observation and industry.” The ability to endure hardship provides strength of the body and of the mind as long as man “purely follows what reason directs as best.” This is consistent with his description of children as “rational creatures” that “should never be suffer’d to have what he craves.”

 

Although there have been many “citizens” throughout history, Jean Jacques Rousseau believed the term “ought be erased from modern languages.” Emile, ou l’education served as a medium for Rousseau to express his sentiments and dreams about education. He wrote, “you must choose between making a man and making a citizen, for you cannot do both at the same time.” Striving for harmonious agreement, Rousseau combined the education of nature, the education of things, and the education of man to create the “natural man.” This idealized being would possess an unconstrained consciousness of his sensations and “must act as one speaks.” Rousseau reinforced the influence of nature by referring to children as “seedlings” that must be protected and cultivated by the “tender, foresighted mother.”

Little Sacrifices: An Analysis of Little Women.

Little Sacrifices

What does it mean to “support a family?” During the American Civil War, many families were plagued by poverty as a result of economic displacement. The unfortunate disparity of wealth was evident in many literary works from the mid-nineteenth century. In 1868, Louisa May Alcott produced Little Women, a story written specifically for girls. Through this work, she addresses several societal concerns and successfully erects an “ethic of poor but honest virtue against the temptations of affluence” (Brodhead, 627). Although the burden of selfishness is attributed to Amy, each female in the March family makes an altruistic decision to “support” a loved one. Using each girl in Little Women as an example, it can be argued that American middle-class females should willingly make sacrifices as they embrace the domestic responsibilities associated with their gender.  

Without wasting any time, Alcott suggests the importance of sacrifice on the first page of Little Women. While the four young sisters discuss the hardships of being “poor,” Meg sets the tone for the story as she proclaims, “We can’t do much, but we can make our little sacrifices, and ought to do it gladly” (Alcott, 11). After this revelation, each girl agrees to put aside their materialistic desires and purchase a Christmas gift for Marmee without expecting anything in return. Consistent with popular belief, these characters developed “tender consciences early in life” (MacLeod, 11). Under the instruction of their virtuous matriarch, they are taught to be modest and compassionate despite living amongst extravagant friends and family.  Instead of spending Christmas morning with her daughters, Marmee leaves to care for the truly impoverished Hummel family. Even after returning home, she encourages the young girls to donate their breakfast to the starving immigrants. Eventually rewarded for their generosity by a sensitive neighbor, these characters become “immensely (and consciously) instructive as models of conventional ideals” (MacLeod, 15).

In an attempt to teach economic responsibility, Alcott expresses poverty in terms of pickled limes during the chapter titled “Amy’s Valley of Humiliation.” After acquiring a debt of “at least a dozen pickled limes,” Amy seeks out family to help restore her credit. She provides Meg an elaborate explanation of the schoolyard drama and receives financial support with the instruction, “Make it last for as long as you can, for it isn’t very plenty” (Alcott, 57). Rather than paying the creditors, Amy brags about her newfound wealth and uses this power to explore revenge. As a consequence for blatant disobedience, she is publicly humiliated by her teacher and forced to throw the pickled limes out the window. Since Little Women was written during the Reconstruction, it is reasonable to relate this scenario with the United State’s postbellum fiat paper system. Possessing an enormous amount of wartime debt, the American government issued paper money to stimulate the economy and did not pay the creditors until much later (Elwell, 2). As a result, the economy experienced substantial inflation and many families were unable to feed their children. Just as Meg made a financial sacrifice for her sister, middle-class American women sacrificed their entire livelihoods in hopes of rebuilding the war torn nation.    Later in the story, Amy admits a willingness to sacrifice love for wealth while traveling in Europe. She writes in a letter to her mother, “If Fred asks me, I shall accept him, though I’m not madly in love with him... I may be mercenary, but I hate poverty, and don’t mean to bear it a minute longer than I can help. One of us must marry well.”Feeling obligated to financially support her family, Amy is willing to sacrifice love if it “will make everything cosy all around” (Alcott, 252). During this time period, many middle-class girls were asked to make the same sacrifice and married for either love or money. Contrary to logical thought, idealized perceptions of marriage would not allow wealth to influence this decision. Remembering her mother’s wishes, Amy waits to be married and falls in love with Laurie instead.

One of the most profound examples of sacrifice from Little Women occurs after the March family receives a telegram indicating that Mr. March is “very ill” in Washington. Without the means to travel to his bedside, Marmee tells her daughters, “I am not too proud to beg for father” (Alcott, 131). While Marmee is away, Beth becomes responsible for providing medical assistance to the Hummel family. Considered a domestic responsibility, she embraces the idea of nurturing a sick child.  Referenced in the chapter title, Beth “faithfully” visits the family every day and eventually becomes noticeably fatigued. Since no one else was willing to accept the duty, Beth “went out into the chilly air with a heavy head, and a grieved look in her patient eyes” (Alcott, 142). Involved in their own activities, Meg and Jo do not recognize Beth’s early symptoms of scarlet fever until after it is too late. Feeling guilty, “Jo devoted herself to Beth night and day” as the “shadow of death hovered over the once happy home” (Alcott, 146). Then one evening, the doctor indicates a breaking point is near, but does not think that Beth will survive. Just before Marmee arrives home, the innocent girl’s fever reduces and Beth begins to sleep. Now fully aware of the potential consequences, readers learn to pay closer attention to their loved ones.

After that same telegram arrives, Jo feels an uncontrollable obligation to help however she can and leaves the house abruptly. A short while later, she returns with twenty-five dollars. Alcott describes her facial expression as a “mixture of fun and fear, satisfaction and regret.” Jo explains that she “didn’t beg, borrow, nor steal it” (Alcott, 132). She honestly earned the money by selling the hair off her head.  After Jo removes her bonnet, everyone is shocked to see the boyish hairstyle. Marmee responds to this selfless act by saying, “I can’t blame you, for I know how willingly you sacrificed your vanity, as you call it, to your love” (Alcott, 132). Jo’s willingness to relinquish a defining feature reflects the traditional belief that a woman should put her family before herself. Her actions throughout the story demonstrate the American middle-class woman’s “need to be able to earn” (Sicherman, 648).

Since Mr. March eventually proves to be an ineffective breadwinner, Jo assumes the traditionally male role of providing financial support for her family. After winning a sensationalist writing contest, she gives her earnings directly to Marmee during Beth’s second battle for good health. Jo continues to contribute money to family even after publishing a book and moving to New York. Considered by some the most devastating sacrifice in Little Women, Jo also gradually renounces her youthful exuberance as she assumes the title of Mrs. Josephine Bhaer. After officially surrendering her independence, Jo accepts her domestic responsibilities with the infamous statement, “I may be strong-minded, but no one can say that I’m out of my sphere now, --for woman’s special mission is supposed to be drying tears and bearing burdens” (Alcott, 372).  

Tempted by the lifestyles of the emerging leisure-class, Meg struggles to overcome the burden of vanity. Despite her young age, she anticipates a marriage proposal from Laurie’s “poor” tutor. Shortly after providing Mr. Brooke with a polite rejection, Meg and John are interrupted by Aunt March. While John is waiting in the other room, Meg enters into a passionate conversation with her wealthy aunt about love and marriage. Sacrificing an inheritance, Meg unexpectedly defends her suitor and assertively states, “My John wouldn’t marry for money, any more than I would. We are willing to work and we mean to wait” (Alcott, 182). Disregarding the earlier refusal, John interprets this display of affection as an acceptance to his proposal and Meg “meekly” indulges his excitement.

Over the next three years, Meg welcomes the humble beginnings to a domestic life. Rich in happiness and free from materialistic temptations, she assumes the responsibilities of a proper housewife. She tells her husband, “I shall always be prepared: there shall be no flurry, no scolding, no discomfort, but a neat house, a cheerful wife, and a good dinner” (Alcott, 219). As if it were recited from Mrs. Beeton’s Book of Household Management, her promise reflects the “idealized norms of middle-class life” (Brodhead, 626). After failing to produce jelly and welcome an unexpected guest, Meg and John encounter their first “squall” as a couple. To settle the dispute, Meg internally forgives her husband and silently kisses him on the forehead. According to Alcott, “thoughts of poor John coming home to such a scene quite melted her heart” (Alcott, 225). Months later, a “serpent in paradise” tempts Meg to purchase an expensive silk using the household fund. After biting the apple, Meg is full of remorse. Her indulgence causes John to cancel his coat order since he can no longer afford it. Pocketing her pride, Meg sells the fabric to Sally Moffat and “orders home the great-coat” for her husband (Alcott, 226).

Reinforced by examples from Little Women, it is evident that American middle-class females are expected to makes sacrifices as they gain power over the domestic sphere.  While highlighting conventional values, Alcott reflects mid-nineteenth century concerns as “burdens” for Amy, Beth, Meg, and Jo.  During times of economic struggle, it is important to acknowledge a “difference between the right world of Marmee and the more affluent surround” (Brodhead, 627).  Regardless of social status, compassionate Americans will always feel obligated to “support” their loved ones. According to author Mario Puzo, “The strength of a family is in its loyalty to each other.”

 

Works Cited:

Alcott, Louisa May, Anne K. Phillips, and Gregory Eiselein. Little Women, Or, Meg, Jo, Beth, and Amy. New York: Norton, 2004. 1-380. Print.

Brodhead, Richard H. Starting Out in the 1860’s: Alcott, Authorship, The Postbellum Literary Field. Chicago, IL: University of Chicago Press, 1993. In Norton Anthology of Children's Literature, ed. Jack Zipes et. al. New York: Norton, 2005, 624-632.

Elwell, Craig. Brief History of the Gold Standard for the United States. Congressional Research Service. H.R. Rep. No. R41887 (2011). Online. Internet. February 27, 2013. < http://www.fas.org/sgp/crs/misc/R41887.pdf>.

"Family Quotes." Family Quotes. Notable Quotes, n.d. Web. 27 Feb. 2013.

Klein, Sarah. Bringing Up Jo: Little Women, Female Rhetoric Activity, and the Nineteenth Century American Conduct Book Tradition. Domestic Goddesses. May 31, 2000. Online. Internet. February 27, 2013. < http://www.womenwriters.net/domesticgoddess/kleinalcott.htm>.

MacLeod, Anne Scott. American Childhood: Essays on Children's Literature of the Nineteenth and Twentieth Centuries. Athens, GA: U of Georgia P, 1994.

Sicherman, Barbara. Reading Little Women: The Many Lives of a Text. Chapel Hill, NC: University of North Carolina Press, 1995. In Norton Anthology of Children's Literature, ed. Jack Zipes et. al. New York: Norton, 2005, 632-657.

Vallone, Lynne. Disciplines of Virtue: Girls' Culture in the Eighteenth and Nineteenth Centuries. New Haven: Yale UP, 1995.

 

Childhood Studies?

During the Friday presentation from Dr. Lynne Vallone, I listened to the professor from Rutgers speak about childhood studies as an area in need of growth. She posed the question, “Where does childhood studies fit in?” It requires support from many different fields of studies and currently does not have many models of to follow for implementation. As a result it requires creative and imaginative individuals to develop a program in the schools. This is a long and taxing process that also requires patience and persistence.  Vallone suggests there is much that can be learned from existing programs in gender studies. It is imperative that the student is remembered throughout this process

With the first doctoral class about to graduate from the Department of Childhood Studies, Vallone commented on the challenges of a multidisciplinary program. As one of the Doctoral Supervisors, she mentioned feeling unprepared to help with such a wide array of doctoral theses. Therefore these students were assigned advisors from several departments to provide expertise in other disciplines. To gage the success of the program, Vallone received permission from Institutional Review Board to survey student participants. The findings demonstrated a concern that the multidisciplinary (not interdisciplinary) approach may not help them find jobs after receiving their doctorate. This is why it is so important to advance childhood studies at a national level. Vallone also described two types of individuals: child people and book people. Although it may be difficult, it is critical that the both people come to an agreement about childhood studies.

The final point of discussion was centered around Vallone’s working manuscript titled “Big and Little.” She is currently researching the influence of miniatures and gigantics. Body scale in fiction and reality has been widely used to imply value or superiority. It is also important to note the huge impact that “little” characters can have on their surroundings. Upon investigation, it is easy to find dwarfs represented as problematic throughout history. Even today there is a television show on TLC titled “Little People, Big World.” The famous performer General Tom Thumb was promoted by P.T. Barnum and has also influences American childhood. Commonly forced to mimicry, these individuals are arguably exploited by their abnormal size. Another real life example is the controversial treatment of Ota Benga. He was incarcerated in the Bronx Zoo Monkey Exhibit and demonstrated the conventions of savagery.  Fictional examples including “The Iron Giant” were also included. Typically giant women were considered grotesque. A mortally obese girl named Barbara was photographed before her death and these images were related to an ultrasound of a fetus.http://rtf.utexas.edu/news/media-studies/lynne-vallone-rutgers-talks-doing-childhood-studies

High-End Hype

 

Summary:

            According to the WSJ, the incredibly well advertised Target and Neiman Marcus holiday collection has surprised shoppers and analysts alike. The 50-piece collection created by 24 high-end designers debuted on Saturday with less than spectacular sales. Even though the collection was designed to last throughout the season, stores prepared for a larger volume of traffic than actually occurred. Both companies have reported brisk online business and still express confidence in their partnership.

Personal Interest:

            As a fan of the show Revenge, the commercials for this collection peaked my interest a few weeks ago. I commend the media planners for selecting such an appropriate show to complement their promotion. Although I am not a designer-conscious shopper, the partnership caught me by surprise. I never expected a high-end super market to collaborate with a high-end department store. After looking over the items offered, it is not surprising to see that some products have sold out on the Neiman-Marcus website but it was surprising to see those same items still available on the Target website.

Industry implications:

            This collection has helped position both brands in front of new markets. The fact that affordable luxury is accessible to virtually everyone should theoretically boast sales for both companies. The participating designers also increase their notoriety outside of the fashion community. Considering the present state of the economy, high-end designers need to find ways to stay relevant and maintain holiday demand. The expensive primetime ad spots also proved to be an effective medium for building awareness.

Close-Minded Creativity

            For an industry that prides itself on its creative abilities, creative solutions to add diversity to the workplace seem to be few and far between. By coincidence, diversity became the topic of conversation in two of my courses this week. According to frist hand reports, the sterotypical advertising "Boy's Club" is still present and powerful.

During a Law & Ethics lecture, Professor Drumwright discussed the 2006 NYC Commission on Human Rights investigation of 16 advertising agencies. After significant pressure, each company signed agreements with diversity commitments and most exceeded their goals by 2010. Having worked as a professor at Harvard, Drumwright was able to personally describe the environment as “white, male, and protestant.” She also introduced an article from AdAge titled New York City Comptroller Pressures Ad Holding Firms to Release Diversity Stats (adage.com/u/gwLD9a ).  Omnicom Group was noted for refusing to release a diversity report earlier this year. Their chief diversity officer mentioned it was not in the company’s best interest to reveal this information and referenced a proxy statement to answer further questions. The company’s own statement describedthe data as an unreliable “measure for their commitment to equal opportunity” and believe it is “susceptible to misinterpretation.” The fact that such a prestigious holding company went to such length to conceal their employment records was alarming to me. I understand statistics are easily manipulated but diversity is diversity.

In our Integrated Communications Management course, Dr. Lewis invited +Stefani Zellmer to discuss her career in advertising. As a graduate of the UT Advertising Program, she was incredibly relatable and described the struggles she encountered as a female copywriter. At the time, women creatives were a rarity. Even as research began to show that women made the majority of household purchases, men were hired to fill creative positions. After building an impressive list of agency experience, she wanted to move up in management and encountered evidence of gender discrimination for creative director positions. In response, she stopped searching the illusive “equal opportunity” workplace and two agencies in Austin with the purpose of empowering women. She cited that only 3% of Creative Director positions were held by women… in 2011. 

Although I am an advocate for diversity within the industry, I am cautious to offer a solution to this problem. I feel that hiring initiatives or cultural audits alone will not make a significant difference when combatting this problem. Resistant to public outcry even during the Civil Rights Movement, the "traditions" that have influenced agency composition appear too strong to break.

The Most Important Man on the Field

            As an avid sports lover in a football dominant state, I enjoy attending collegiate and professional football games. While visiting family in Houston, I had the opportunity to cheer for the Texans from a Luxury Suite on the 8^th Floor.  From that height, we had an impressive aerial view of the field. Although it was difficult to distinguish one player from another, I could very clearly see the offensive and defensive formations taking shape. From that experience, I gained a greater respect for the head coach because he must be able to visualize what is happening on the field without the ability to see it for himself. He then must communicate that vision to his players in order to effectively match the opponent. That being said, the head coach is still not the most important man on the field. That title belongs to the network television coordinator.

Most football fans love to watch the game but don’t actually pay attention to what is happening along the periphery. The network television coordinator is the man standing on the sideline with neon orange sleeves over his arms and he instructs when referees when to allow for a commercial break... without ever saying a word. All he has to do is step onto the field and cross his neon arms. During every NFL game, the coordinator steps onto the field ten times during each half. Only two of these are strictly scheduled, the other eight are placed at the discretion of the coordinator. 

There are very specific times when the league allows the networks to take a commercial break. Most of these opportunities occur during regular game stoppage, including a timeout called by either team. This means the coordinator has the ability to make the coach’s thirty second timeout last for two minutes if he chooses. In a sport with a limited number of timeouts per half, awarding the head coach an additional 90 seconds to organize his players can have a huge impact on the outcome of the game. This extra time can make or break a drive and directly alter the pace of the game. In my opinion, having this kind of control over the referees and coaches makes the network television coordinator the most important person on the field.

 

Newsweek is Newsworthy

As a prestigious and respected news outlet, Newsweek is making a statement about the plunging percent of advertising dollars for this category. Since 2005, readers have been turning to online sources for news updates. Although the magazine was founded in 1933, ownership has changed hands twice over the past few years. These changes contributed to earlier talks of becoming a digital-only magazine but nothing had been confirmed until recently. At the end of December, Newsweek magazine will stop printing its publication for good.

According to an article from the Wall Street Journal titled Newsweek Quits Print, only a small portion of their subscribers are currently online-only which provides a lot of opportunity for growth within 2013. The printed version of the article also featured images from past magazine covers to emphasize the role Newsweek has played as a credible source of news for almost 80 years. The faces of General Patton, Neil Armstrong, John F Kennedy Jr., and Steve Jobs were all included in the collage. The writer quoted Baba Shetty, CEO of the Newsweek Daily Beast Co, this decision will save the magazine “tens of millions of dollars” from printing and distribution costs. US News and World Report made the shift in 2008 and found it was a profitable decision since their popular college rankings draw millions of unique visits each month.

As a media student, you hear about the decline in advertising spending on traditional media but you never expect market leaders to experience extreme plunges in circulation and profit. This is incredibly significant because now Time Magazine is only remaining newsweekly being printed given them complete control of the category. Having such a big name join the digital movement will significantly increase online competition. While they are experimenting with pricing, Newsweek will also have to find something that differentiates their product from others in this space since news is easily distributed in the digital space. Hopefully their current online-only subscribers have helped them develop an understanding of what readers what to see and how they want to see it. I’m intrigued to see how many of their current subscribers remain brand loyal after the switch in December.  

http://online.wsj.com/article/SB10000872396390444734804578064300216922258.html

Frozen and Barren

            Thanks to the efforts of Senior Lecturer Lisa Dobias, my media cohort was granted the opportunity to complete an external project for LatinWorks in Austin. Having just been named the 2012 Hispanic Agency of the Year by AdWeek, LatinWorks asked us to develop a media plan targeting Hispanics in Los Angeles and Houston for an existing frozen potato company. After dividing into teams, I was asked to conduct primary research in Houston neighborhoods with a high Hispanic-concentration.

            Although field observations are not generalizable, the purpose of my research was to gain insights about our target audience and the environments they shop in. As a team, we determined it was important to learn about Hispanic consumption from Hispanic consumers if possible. Therefore, I spent several hours driving around the city and locating grocery stores that already carried our client’s frozen potatoes.
 

            The absence of traffic in the frozen food section was something that caught me by surprise. I expected the convenience of frozen vegetables and prepared meals would bring a number of shoppers into the aisle since Houston is notorious as busy city. After several minutes without any visitors, I classified this area of the store as “barren” in my notes. It’s easy to understand the rationale for walking through quickly in response to the colder temperatures but it alarmed me to see shoppers skip over this aisle as if it did not exist. This happened at all 4 of the groceries I went to that day.

 

            With this in mind, I returned to Austin and found secondary research that supported my observations. According to the Mintel report titled Hispanics and the Perimeter of the Grocery,   more than 80% of Spanish-dominant Hispanics feel that frozen and canned vegetables are not as nutritious as fresh vegetables. In the real world, this translates in low sales and barren grocery aisles. Therefore our recommendation would have to address some of the misconceptions about the product category in order to successfully position the brand in the Hispanic market.
 

            As supporters of the cliché, “the media is the message,” we recommended doing several in-store guerilla promotions specifically designed to increase traffic to the frozen vegetables aisle. In addition to floor and door decals in front of our client’s products, we wanted place a stand up display in the produce section adjacent to the fresh potatoes with coupons and nutritional information about our brand.

Battle for the Buses

Shocking Fact: Two national outdoor advertising companies control the content placed on public transportation in nearly every major metropolitan area within the United States.

 At the moment, these companies are currently battling to secure a contract with the Los Angeles County Metropolitan Transportation Authority.  CBS Outdoor Group, the 32 year incumbent contractor, has offered a slightly lower bid than newcomer Titan Outdoor. After being outbid in several other cities, Titan hopes to secure the LA Metro by offering a higher guarantee plus a share of their revenue over the course of the 5 year contract.

 

The ethical decisions that each company has made during the recent economic recession will definitely be considered during the bidding process. Although CBS Outdoor failed to cover minimum annual guarantees in the current contract, Titan Outdoor also experienced similar contract struggles during but renegotiated with the transit authorities when they are unable to meet obligations.  By winning against the incumbent, Titan would become the most powerful outdoor advertising company in metropolitan transportation seeing as the company currently holds contracts for 5 of the 8 largest transit authorities. Since CBS Outdoor is responsible for 13% of its parent company’s annual revenue, CBS Corp stakeholders could interpret losing this contract as instability and previous talks of selling the division may reemerge.

Each company has a lot at stake but regardless who wins, the rivalry between CBS Outdoor and Titan Outdoor has helped facilitate industry wide growth and highlights the advantages of outdoor advertising. According to the Wall Street Journal, outdoor advertising has grown 17% since 2009. Much of the growth for this medium is attributed to the fact that advertisers have a captive audience while people are riding on subways and buses. Even though we are living in the digital age, it is reassuring to know that traditional media outlets are still profitable and effective when targeting urban dwellers.  

 

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Classic Sports or Classic Mistake

Although the Classic Sports Network was started in 1995, ESPN was intrigued by the concept before the cable networks creation. ESPN programmed archived sports footage numerous times on its current cable networks but was uncertain this was a profitable niche market. Since Classic Sports Network was able to reach 11 million subscribers within the first two years of operation, ESPN was convinced that this was a profitable venture to pursue. Having the rights to an expansive sports library featuring games from NFL Films and ABC’s Wide World of Sports, the sports programmer intended to optimize the stations content and distribution. Costing $175 million in 1997, ESPN added its fourth cable sports network, paying homage to the former Classic Sports Network by incorporating part of the network’s logo into its own. Upon this acquisition, Time Warner cable agreed to carry the product and increase its reach 4 million subscribers. Bundling all four of ESPN’s cable networks when making distribution deals provided ESPN Classic the opportunity to reach a subscriber base that otherwise would be unachievable, roughly 60 million subscribers in 2010. Although live sporting events have been aired on ESPN Classic, the cable network started to put heightened emphasis on original programming around 2005 as a result of other networks airing classic sporting events. ESPN no longer airs original programming but occasionally will feature a live sporting event. Regardless, ratings have been consistently low for the cable network over the past couple years.

 

I would argue that the acquisition of Classic Sports Network was an initial success for ESPN, providing an outlet for its large quantity of archived sporting events and increasing the presence of the ESPN brand within the cable and sports communities. Having a fourth cable network devoted to sports programming gave ESPN a clear advantage over competitors when bidding on sports rights. Unfortunately, due to the increased availability of classic sporting events, popular interest in ESPN Classic peaked relatively early in its life cycle and since then has been virtually stagnant. The overwhelmingly majority of ESPN subscribers passionate about sports did not prove loyal to ESPN Classic when watching past sporting events. The technological revolution and diversity of multimedia platforms has hurt the classic sports network. The internet has met consumers need for on-demand footage. Without original programming anymore, ESPN was able to reduce the expenses associated with ESPN Classic but consequently devalued their product. The remaining programming is also publicly mocked through a series of skits produced by Saturday Night Live. In order to regain interest for the cable network, consumer insights need to be closer matched with the increasing dependence on digital video. The initial success earned in the 1990’s has tampered and long-term analysis proves that the acquisition of Classic Sports Network may not have been in the ESPN’s best interest.

Back Nine or Hang Ten

New York City recently earned the title of “fastest growing tech sector in the nation.” Since some of the most successful tech firms are located along the West Coast, the New York sector is being strongly influenced its counterparts in the Silicon Valley. Regardless of their location, professionals in this industry use similar business models. They are also attempting to recruit and network the same on both coasts. Instead of conducting informal meetings at swanky lounges or pristine golf courses, tech sector employees prefer to talk in the ocean. At the moment, the appeal of networking in the ocean is currently limited to a very small group of people within this market.

Surfing is very much part of the West Coast culture but the increasing number of California transplants has contributed to its growing popularity in the northeast. Over the past few years, enrollment in a New York surf school has quadrupled and in 2011 an international surf competition was held just an hour outside of Manhattan at Long Beach, NY.  Many people view the sport as a cleansing, sometimes even religious experience so it is very important to understand unspoken rules and use good surf etiquette; being a “wave hog” could prevent future business transactions from taking place. Additionally, it is very difficult to gain the listeners full attention because approaching waves frequently interrupt conversations.

In my opinon, it’s important for newcomers to recognize and adapt to an existing culture. Personal surfing, if accessible, could easily replace Yoga or mediation but corporate surfing will struggle for acceptance when golf and cocktails are so deeply ingrained in professional attitudes.  Michael Adler, business partner for AC Lion, said that surfing is “the only time that no one can get a hold of me.” Therefore it is counterintuitive to take business to an environment seen as an escape from business. 

            Many of the Millennials that moved to NYC also chose to live there because they are seeking the high-energy, fast-paced, glamorous lifestyle that the city embodies. Laidback, casual business is part of the West Coast culture that many of these professionals are not attracted to.  These stereotypes exist because there is a level of truth to them but highlighting coastal differences will further separate the two opposing mentalities. Although ping-pong tables and beer refrigerators are becoming more popular in tech and advertising offices nationally, it is not very likely that wetsuits will replace traditional suits in a networking capacity for upwardly-mobile New Yorkers.

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