Blog Sentiment and Traditional Media

eMarketer reports that a recent study on traditional media’s use of blogs shows that 57.7% of respondents–US journalists –use blogs to measure sentiment.

Identifying Expressions of Emotion in Text (core study found here, registration required) is an intriguing “blog sentiment” study that identified targeted, emotion-laden words–“seed words”–and retrieved 173 blog posts from the Web that contained such. What the researchers found was that you can algorithmically determine the “emotive pulse” of a blog, or individual blog entries.

Once a product is developed around this method, one practical application of this is that you could quickly cull blog posts that target a certain emotion pertaining to a brand so as to determine positive/neutral/negative sentiment relative to that brand. This is particularly useful for brands concerned about maintaining a “real time” knowledge base as to their status in the blogosphere; thus, enabling brand managers to anticipate/preempt potential public relations crises.

Classified Ads in the Trash

Epitaph of printed classified advertisements:

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And this commentary corroborates the physical evidence.

For newspapers, these are the end times, or something very much like them. Every week provides a new marker on the road to apocalypse: hundreds of layoffs in Los Angeles, circulation scandals in Dallas

… and …

The rise of the Craigslist model has devastated classified advertising in newspapers, once the only place in a city to sell a used car or list a job opening…why should you spend $100 putting something up for sale in the paper when you can post it on Craigslist for free? Why list a job for $200 when you can list it for $10?

The NYTimes also agrees. And apparently it’s profitable to give consumers–and advertisers–a simple and easy to access, use, and understand forum.

Accordingly, unless you’re really targeting a niche demographic, go with an online vertical advertising venue rather than traditional print classifieds; this saves you money over the long-term, allows you to target your audience more effectively, and measure the performance of your advertising spend.

Hostage Marketing

I just finished watching the Bourne Ultimatum. Prior to the movie starting several hundred of “us” “consumers” were bombarded with advertisement after advertisement–most still, some animated, some filmed. We certainly were a captive audience. But many of us certainly were not engaged. This type of marketing is the epitome of hostage marketing.

I distinctly remember one advertisement, which was for Bionic Woman, a forthcoming NBC television show. Was I creeped out a bit being forced to watch the ad? You bet. Arguably, I guess I could have left the theatre for some popcorn; but then I’d have lost my awesome seat.

Thus, I was a hostage.

And my brand-affinity for this new show is tagged to the open-your-mouth-while-I-force-feed-this-message-down-your-throat-so-you-WILL-digest-this-and-visit-me-in-the-fall experience. Although I’ve always wanted to visit Stockholm, I don’t think I’ll make any loving imprints on this show.