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Adweek August 26, 2019

The all-new Adweek features news and information for marketing, media and advertising professionals that you can’t find anywhere else. Each issue includes profiles and interviews with top newsmakers, critiques of hot ad campaigns, the latest trends in print, digital and advertising and much more.

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Adweek, LLC
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1 мин.
streaming wars

Netflix is still king of the streaming world in the U.S., but its dominance is expected to slip slightly as competitors like Hulu and Amazon Prime Video take on more market share and new services enter the streaming space, according to a new forecast from the research firm eMarketer. By the end of 2019, 158.8 million viewers are expected to watch Netflix programming, according to the firm, with the streaming service posting continued growth. Nonetheless, it’s expected that Netflix will reach 87% of the overall streaming viewers, compared to the 90% share it captured five years prior. Netflix’s hold on the market will slowly but steadily decline over the next five years, eMarketer predicted, dipping to a little over 86% of total over-the-top (OTT) video service users by 2023. As Netflix’s dominance declines…

1 мин.
in adweek history september 1984

“Wine coolers have come out of nowhere,” declared our columnist George Lazarus in the fall of 1984, and the man was right. Odds are, anyone who remembers the Reagan Era also remembers sipping these cloyingly sweet blends of jug wine, carbonated water and juice. Adweek, which is celebrating its 40th anniversary this year, dutifully covered the proliferation of wine cooler brands. None was bigger than Bartles & Jaymes, which fizzed its way to the top of the category thanks to TV spots starring two suspender-wearing galoots named Frank Bartles and Ed Jaymes inviting America to chill with a pink grapefruit cooler. America did—at least until 1991, when Congress raised the wine excise tax from 17 cents a gallon to $1.07. Almost overnight, the party was over.…

3 мин.
subway’s brand refresh

To say that Subway’s marketing department has been a hot mess in recent years is an understatement. Since 2015, the same year the chain’s former spokesperson Jared Fogle landed himself in prison for child pornography and sex with minors, Subway has dealt with a revolving door of both creative agencies and marketers. Like many established brands, the 54-year-old sub purveyor is trying to find relevance in the face of changing consumer tastes. Despite the struggles, one bright spot for Subway came two years ago in the form of a massive, much-needed overhaul of its visual identity. After years of disjointed and outdated imagery, Subway made the choice to invest in its brand via updated packaging, instore imagery and a revamped logo. CHALLENGE The revamp was led by Publicis design firm Turner Duckworth, which was…

1 мин.

1 USE YOUR BRAND’S IDENTITY TO HELP TELL ITS STORY There are often opportunities to push a brand’s visual identity further. Subway recently used food photography (specifically a slice of cheese, olive and onion) to form a record player, a subtle nod to its music festival partnerships. 2 DON’T REINVENT THE WHEEL While Subway’s new logo has a modern spin, it still retains much of its old look and feel. Baron said erasing these “brand equities” can sometimes do more harm than good, which is why Turner Duckworth chose to “dust off” Subway’s logo rather than drastically alter it. 3 THINK ABOUT WHERE PEOPLE SEE YOUR BRAND Even as recently as five years ago, marketers weren’t thinking much about how their brands expressed themselves in environments like apps.…

4 мин.
fighting influencer fraud

The marketing industry has a big problem—a $1.3 billion problem, to be exact. That’s the amount marketers are expected to waste on fraudulent influencer marketing this year, according to a July 2019 global study from cybersecurity company Cheq and the University of Baltimore. This means that nearly 18% of the overall amount marketers are spending on influencer marketing, which is $8.5 billion, according to Mediakix, is wasted. Influencer fraud comes when an influencer falsifies his or her impact, whether through purchased followers or inauthentic engagement. Diego Scotti, CMO of Verizon, called influencer fraud “one of the biggest issues in the industry today,” while Lynne Biggar, chief marketing and communications officer for Visa, acknowledged that “we’re all grappling with it.” “The amount of fraud and potential for harm in the sector is already highly…

4 мин.
print’s second coming

Like a phoenix rising from the ashes, magazines are being reborn for the newsstands. As more magazines go dark and become digital-only, publishers are finding ways to keep those outlets alive in their original medium as special interest publications. The big magazine publishing houses have been turning their shuttered print magazines into special interest publications. Known as SIPs, they are available on newsstands with fewer advertisements than typical weekly or monthly publications, but at up to triple the cost to consumers. Hearst has taken this route with Seventeen, Condé Nast has plans to explore this with Glamour, and Meredith—which has been in this space for a while—has created SIPs for a number of its brands, including Coastal Living. As print ad dollars continue to decline and publishers look to shift more of…