Marketing

ABC is dominating other news outlets this summer with stories about pretty, white women in distress. The network's special about former kidnap victim J.C. Dugard garnered 15 million viewers, which prompted ABC to re-broadcast it at a later time and date. ABC sent out a press release boasting that its primetime Nightline special about then-accused child-killer Casey Anthony won the network biggest audience it has had in that time slot in five months. After paying Anthony $200,000 years ago for video and pictures to help bolster her story, ABC held nothing back after Anthony was acquitted, grabbing the first juror willing to speak to cameras and having Barbara Walters interview Anthony's attorney on TV. ABC devoted more than twice as much time to the Casey Anthony story as either of its two rival broadcast networks (22.9 minutes, compared to NBC's 8.4 minutes and 5.4 minutes on CBS). ABC even hired pretty, blonde former kidnap victim Elizabeth Smart to comment on missing person cases, even though this type of crime is fairly rare. ABC argues that their hiring of Smart, the extensive coverage of J.C. Dugard and Anthony are all coincidental. Critics say ABC is falling victim to "Missing White Woman Syndrome," the phenomenon where news reports disproportionately favor coverage o crimes committed against young, attractive, white, middle-class women, while crimes committed against females of lower-class backgrounds and different ethnicities, and crimes committed against males, get less coverage. 

Glenn Beck may have ended his controversial talk show on the Fox News Channel, but he's far from gone. Die-hard fans will still be able to listen to him on the radio for free, see his show for a fee, and then some. Beck plans to keep doing a three-hour-a-day radio talk show filmed by six TV cameras that will be available either live or on-demand. He also announced "GBTV," an internet-based, subscription webcast "reality series" produced by his company, Mercury Radio Arts. For just $4.99/month plus an internet connection and a $60 box from a service called Roku, fans will still be able to stream Glenn Beck onto their TV sets starting in September. For just a tad more -- $9.95/month -- fans can join Beck's "Insiders" club to get the privilege of being able to both watch Beck's show on TV AND view video of his daily radio program. Fans who can't wait until September and already belong to Beck's "Insider Extreme" club will be able to see a preliminary show-about-Beck's-show called "The Making of GBTV." Beck also announced a new, non-profit humanitarian project called "Mercury One" aimed at "saving America," and a new Glenn Beck clothing line called "1791: The Original Blueprint," the name of which is derived from the year the Bill of Rights was signed. The style will be all-American items like polo shirts and long-sleeved button-downs, the clothes will be manufactured in the U.S.A. and proceeds will go to charity. The loss of his TV show hasn't set Beck back too far financially. Beck will reportedly be moving to a mansion in Dallas, Texas that rents for $20,000/month. 

Scholastic, Inc., a leading publisher and distributor of children's books and teaching materials, agreed to stop selling a coal industry-sponsored curriculum that it has distributed to 66,000 fourth grade teachers since 2009. The curriculum was sponsored by the American Coal Foundation, which represents the interests of the coal mining industry. A May 11, 2011 New York Times story labeled the coal industry-created curriculum "unfit" for fourth graders because it failed to mention the negative aspects of coal mining and burning on human health and the environment, like removal of Appalachian mountaintops, toxic waste discharge, sulfur dioxide, mercury and arsenic discharges, lung disease and mining accidents. The Campaign for Commercial-Free Childhood, which drew attention to and opposed Scholastic's use of the curriculum, has also opposed Scholastic for its “SunnyD Book Spree,” which the company featured its Parent and Child magazine that encouraged teachers to have classroom parties with Sunny Delight, a sugar-fortified drink, and collect labels from the beverage to win free books. The campaign has also objected to Scholastic’s promotion of Children’s Claritin in materials it distributed about spring allergies. Scholastic is a $2 billion business whose educational materials are in 9 of 10 American classrooms.

Fool junk mail recipients once, and then keep fooling them over and over again. That's the hope of a Virginia-based direct mail marketing company that has developed a specialized machine that makes junk mail envelopes look like they have been hand-written. RST Marketing, a Virginia-based, direct-mail marketing company, custom-makes its "Real Pen" machines and markets the technology to cash-strapped nonprofits and others seeking to raise funds or sell products through the mail. The machines can use any kind of pen, can create a custom font from any person's actual handwriting, and can even use multiple handwriting styles on the same page. RST can crank out hundreds of thousands of fake hand-addressed envelopes per day. Its high-tech machines can even fake hand-write yellow sticky notes and affix them to marketing materials by machine. The machines make envelopes look like they've come from a real person who may actually know or care about you. RST Vice President Glen Thomas says, "With Real Pen, the machines run 24 hours a day, 7 days a week, and they never take a break and never take lunch." The fake "personal" touch helps lure unsuspecting mail recipients into opening junk mail more often. Testimonials on the company's web site say the open rate for fake handwritten junk mailers is about equal to the open rate for real handwritten mailers.