SAY Magazine | Fall/Winter 2011 ENGAGING PEOPLE Life Beyond the Like Button, p12 Beyondthe Button, Like Life Weirdo Hero, to p07 Gaga’s From Lady Rise Young, Broke and Beautiful, p25 LETTER FROM THE PUBLISHER

Photo by flickr.com/snackateria Room With a Point of View There was a room in our house private lives, creating a world where we are the authors and designers of our stories. These stories that you were not supposed need to be told and our identities constructed — to go into. Ironically, we called it the “living personal spaces provide our canvas. room.” Our French poodle, Pepe, loved the white Fortunately, there is no shortage of inspiration shag and urinated on it frequently. My mother to tap. Blogging has given voice to a new generation stopped short of wrapping the room in plastic, of writers and curators for websites such as the one shunning the suburban conventions of her parents’ that recently became a trusted resource through generation. (For reference, here is an excellent our design project: Remodelista. The site, led by a resource: uglyhomephotos.com. The perfect talented team of editors, balances an unpretentious accompaniment to awkwardfamilyphotos.com.) love of good design with an appreciation of value. It’s different now. In our home, the living It provides a reliable point of view, delivered as a room is where we live — a large, inclusive space handy, searchable daily diary. connecting the places we cook, eat and recline. Needless to say, I was psyched when I found Our furniture is for everyone, even the dog. We’ve out the Remodelista team was based in Mill Valley, surrounded ourselves with personal artifacts that where I live. I was even more excited when, after a tell stories about who we are and what we want few meetings, we determined that our visions were to be. Yes, we went through a remodel. And we aligned well enough to make their site part of SAY committed the universal sin of talking about it. For Media’s growing roster of passion publishers. sure, the modern act of crafting your own space As always, in the issue, we spend time thinking has become a bourgeois rite of passage. Birth, about how the Web will change media (see “Life education, job, house, REMODEL, retire, die. Beyond the Like Button” on page 12). But this The home has become more personal, more time, we’ve taken a look at how it impacts the intimate and probably more practical. So has work. way we live at home (see “Design. Redefined.” on I think the Web has a lot to do with it. Social media page 9). Find yourself a cozy chair and have a read. is collapsing the distance between our public and We hope you enjoy it.

ABOUT THE AUTHOR Troy Young is president of SAY Media. His credentials are solid. He has invested the past five years of his life working with amazing people to make SAY. The project is not finished but taking shape. He has three kids, two dogs and a few bikes.

SAY Magazine | Fall/Winter 2011 01 Inside

01 Letter From the Publisher featureS 09 Design. Redefined. By giving us the inspiration and freedom to create personal spaces, the Internet is radically changing the way we live. Plus, welcome Remodelista to the SAY Media family.

12 Life Beyond the Like Button In the SAY Media Lab, we’re tearing down the walls between content creator and content consumer.

perspectives 07 Lady Gaga’s Rise From Weirdo to Hero As Gaga up-levels the music marketing game, we thought it would be fun to recap exactly what it takes to sell a platinum record in today’s digital world.

25 Young, Broke and Beautiful Broke-Ass Stuart Schuffman discusses the secret to building a passionate following — and the surprising truth about people who like to live large on less.

27 Inside Ogilvy’s Mystery Box David Ogilvy’s strategy of keeping the central mystery alive has proven to be one of the most powerful storytelling devices in modern media.

spotlight 17 Want People to Buy Your Stuff? How influential media influences the influencers — and gets people to buy things.

19 Why No One Is Watching Your Ads: Campaign Edition New research shows the changing media landscape is making it harder to reach voters this election season. In three months since launch, a community of thoughtful women have jumped in:

More than 700,000 unique visitors BITS Over 20,000 comments, average 27 per post More than 5 million page views 05 SAY @ Cannes Lions International Festival Average session time 5 minutes+ of Creativity 06 Things I Love with Grace Bonney / Design Spaghetti Princess Chandelier 20 Things I Love with Billy Law / Food by Young & Battaglia studiomold.co.uk 28 Things I Love with Jill Smokler / Parenting SAY Media is a new kind of media company designed for an age of democratized media.

HOW TO REACH SAY MAGAZINE

Mailing address: SAY Media 180 Townsend St., Third Floor San Francisco, CA 94107

Email: [email protected]

On the Web: saymedia.com

On Twitter: @saymediainc

On Facebook: facebook.com/saymedia

TO INQUIRE ABOUT BECOMING A PUBLISHER PARTNER, CONTACT RICHARD ROCCA: 415.738.5158

ADVERTISING SALES

SVP, Global Sales Michael Hess 917.207.5183

New York Brian McFarland 917.256.2760

Midwest, Chicago John Irvine 248.705.8086

Northwest, San Francisco Alex Burton 415.738.5100

Southwest, Los Angeles Leah Corselli 310.709.8469

Southeast, Atlanta Larry Weissman 404.452.3330

Canada Paul Cassar 514.370.2868

United Kingdom Giles Ivey +44 (0) 7930.393.485

Australia Duncan Arthur +61 (0) 433.394.892 FRIENDLY FIRES SAY Media’s Cannes Lion Party SAY MEDIA Plage du Festival, Cannes, France | June 21, 2011 The company is headquartered in San Francisco, with offices across the U.S. as well as in Canada, the U.K. and Australia. SAY loves to throw a party. This summer

Matt Sanchez Troy Young Sam Parker we took the fun to the south of France CEO & Co-Founder President COO for the Cannes Lions International Festival

PUBLISHER of Creativity, a global meeting of creative Troy Young professionals and thought leaders in EXECUTIVE EDITOR January Machold communications. English electro-dance- MANAGING EDITOR punk band Friendly Fires rocked the beach Wendy Taylor CONTRIBUTING EDITOR and the fans at the stunning Plage du Erin Olsson Festival. Check out more photos from CREATIVE DIRECTOR Eric Ulrich Cannes and get invited to our future DESIGNER Sarah Teubner events on our Facebook page.

SAY Magazine | Fall/Winter 2011 05 PERSPECTIVES Things I Love Hero Amazon 99¢ deal

Good Morning America concert in Central Park

Best Buy album signing via Live Stream

Google Chrome commercial DESIGN Starbucks scavenger hunt Grace Bonney Pendleton Laptop Cases Esque Terrarium Design*Sponge Few things say “summer campfire” like Terrariums have been everywhere Gilt Group by Gaga designsponge.com Pendleton blankets. The Good Flock uses Pendleton fabric to create these lately, but the woodsy laptop cases that make me talented glass Grace is the Brooklyn-based want to cozy up with some s’mores makers from Esque Gagaville while I work. Studio added a writer and founder of (The Good Flock, $79–$89) chunky leather Appearances on American Idol, Design*Sponge, a daily blog strap to make this hanging terrarium David Letterman, The View devoted to design. This fall, feel more Vibrant Afternoon Hammock Artisan Books will release her substantial and Interview at Google HQ Who wouldn’t want to spend more time reading in a hammock? I know I weighty, and less first book, “Design*Sponge certainly wouldn’t fight anyone who decided to lend me one of these for like a delicate girly an afternoon. Bonus points for the fringe. at Home,” a 400-page guide piece of decor. Exclusive premieres on VEVO (Anthropologie, $98) (Anthropologie, to crafting your dream home. $1,450) “This summer I’m in Portland, Creative director at Polaroid Oregon, soaking up some much needed outdoor time. Twitter and Twitpic trends While I typically gravitate toward things that feel urban Facebook engagement and indoorsy, I thought it would be fun to round up my Weirdo favorite pieces that remind me of summer days spent in the great outdoors. From beautiful Few could argue with the veracity of Lady Gaga’s were from a 99-cent deal offered by Amazon, Team self-affirming lyrics from her pop-tacular hit Gaga’s strategy was less about making money on hammocks to nature-themed Lady Gaga's single “Born This Way.” Gaga and her crack team music sales and more about using the album as a wallpaper, these pieces will are clearly on the right track (baby), evidenced by marketing tool for promoting tours, endorsements make it feel like Stump Stools by Kalon Studios Rise From the stratospheric success of her highly anticipated and merchandise sales. summer is lasting Stump stools have had their second album, also titled “Born This Way.” In As Gaga up-levels the music marketing game VOICES a little longer.” day in the sun, but this spin on its first week, Gaga’s new album sold 1,108,000 to something akin to what we currently see in the PROGRAM MEMBER the traditional log shape makes the trend feel fresh again. I love Weirdo copies in the United States, according to Nielsen film industry, we thought it would be fun to give a the natural wood and how the SoundScan, outselling the next 42 albums on snapshot of what it took Lady G and team to sell a design reminds me of both a Billboard’s chart combined and making Gaga platinum record in today’s digital world. tree and a tooth. to Hero the first artist in seven years to have a record go The next time you’re going for awareness at (Branch, $85) Forest Leaves Wallpaper by Pattern People “I’m on the right track, baby. platinum in one week. scale, are you prepared to do what Gaga did? Baby, I love when designers find a way to I was born this way.” The incredible success of “Born This Way” is were you born this way? interpret traditional nature imagery a testimony to Gaga’s well-crafted personal brand, (like leaves on a forest floor) in GET THE WEEKLY VENN! unexpected ways. Inspired by the Lady Gaga her passionate fanbase of “little monsters” and the forests of the Pacific Northwest, this hard work of her business team, which devised The SAY newsletter is delivered weekly, featuring our take on media, culture, Venn diagrams and the pattern’s color palette is modern and executed one of the most extensive marketing enough for a city apartment or cabin occasional Gaga reference. in the woods. campaigns ever seen in the music industry. Sign up to get it weekly by email at saymedia.com (Hygge & West, $135 per roll) While about two-thirds of digital downloads

06 SAY Magazine | Fall/Winter 2011 SAY Magazine | Fall/Winter 2011 07 Design. Redefined. How the Internet killed mass-market mediocrity.

n the world of architecture and industrial which Remodelista has become known. Carlson design, the seminal midcentury works came up with the idea for the site in the summer of Marcel Breuer, Eero Saarinen and of 2006 when she and her childhood friend Walter Gropius remain a powerful source Francesca Connolly were finishing remodels Iof inspiration. The simplicity, clean lines and on opposite coasts (Marin County, Calif., and organic forms of their shared modernist aesthetic Brooklyn, N.Y., to be exact). Julie realized they have permeated the contemporary architectural had collectively amassed a huge amount of landscape — from Saarinen’s Gateway Arch in St. information on materials and fixtures. She and Louis to Breuer’s Whitney Museum of American Francesca discussed the idea of creating a curated Art in New York — and influenced a cadre of online site for like-minded people going through present-day designers and design influencers. the design and remodeling process. By early 2007, Just ask Julie Carlson, founder and editor- they had started a blog and were regularly posting in-chief of the tastemaking design website a few times each week. Julie then enlisted Sarah Remodelista, the latest addition to SAY Media’s Lonsdale and Janet Hall, two friends and fellow family of owned and operated passion-media sites. design enthusiasts with similar taste, to join Trusted voices with an “The low-key modernist architecture of outer Remodelista. The volume of posts grew steadily, Cape Cod, where many prominent midcentury as did the readership. identifiable point of view help architects built vacation houses, has been a huge Today, Remodelista is one of the most us wade through the digital source of inspiration for me,” said Carlson. “In influential design websites in the world and fact, my first job was cleaning Eero Saarinen’s followed closely by notable figures in the home clutter to find our own summer house in Wellfleet, Mass. — a simple design world — interior designers, shelter ideals reflected in fashion, wood pavilion overlooking a freshwater pond. It magazine editors and writers, architects and helped form my views of what constitutes beauty bloggers. Even Hollywood actress, fashion icon art, products or a thoughtful in design and reinforced the idea that less is more.” and cookbook author Gwyneth Paltrow is a self- This early influence is readily apparent in proclaimed devotee. collection of objects. the streamlined aesthetic and clean look for Julie and her team’s rapid ascendance in

SAY Magazine | Fall/Winter 2011 09 Photo by Undine Pröhl — undineprohl.com What’s truly remarkable The Sourcebook for about these sites is their the Considered Home cultural impact on the way If you’ve seen our work, attended one of our parties or been we choose to cultivate our the lucky recipient of our SAY swag, you know how important home environments and thoughtful, provocative and beautiful design is to the very core their influence on the design of our business. We thrive off the work of creative and FEATURED passionate individuals who love to make beautiful, interesting industry as a whole. and useful things — whether it’s a new ad, website or piece of the rarified world of high design is remarkable marketing collateral. To quote the great American modernist given everyone’s background. These women SAY100.SAYMEDIA.COM designer Paul Rand, to us, design is everything. That’s why aren’t architects, industrial designers or celebrity decorators, yet their curatorial vision influences a we’re pleased to announce that we’ve added Remodelista, the growing number of design enthusiasts who care sourcebook for the considered home, to the SAY family. deeply about aesthetics — not only in their living Launched in 2007 by Julie Carlson and a group of friends spaces but throughout all aspects of their lives. who share the same design DNA, Remodelista is now one of the What Remodelista offers to the home-dwelling public isn’t showroom-shellacked perfection. The leading shelter and home design sites on the Web. And it’s easy to site doesn’t cater to the fabulously wealthy or shill see why. On the site, you’ll find classic and livable pieces instead of the idea of the “perfectly appointed” living room. the trendy and transient; streamlined interiors instead of cluttered Instead, it offers practical advice to people with environments. This sensibility is also a key reason why Julie also is a shared point of view and inspires consumers to purchase attainable, elegant and enduring products the curator of our new Shelter Channel on the SAY 100 (say100. for their homes. Remodelista’s editors migrate saymedia.com). toward classic and livable pieces rather than Remodelista’s expertise in sustainable, beautiful home design the trendy and transient, and favor thoughtfully will be a valuable resource to SAY — and as part of the SAY family, designed products instead of mass-market, disposable goods. The editorial team’s ability we’ll be working with the editors to reach more home design to skillfully combine high-end and affordable enthusiasts and connect brands with their audience. products in an eclectic, seamless and harmonious style typifies the elegant yet accessible aesthetic And just like that, everything changed. to South Africa and the Netherlands (all places find our own ideals reflected in fashion, art or a that Remodelista embodies. Self-publishing on the Internet, once reserved for with thriving home design scenes). Online thoughtful collection of objects. What’s truly remarkable about Remodelista only the savviest of HTML-jockeys, was made marketplaces such as Etsy allow craftspeople Media, throughout the ages, has always and similar sites such as Design*Sponge, Door simple and intuitive by technology platforms that to sell their homemade, handmade and vintage impacted the way we live — from our choice of Sixteen and Apartment Therapy, to name a few, allowed even the most analog-inclined enthusiast goods to anyone, anywhere in the world. A new, clothing and ideas about how we want to look to is their cultural impact on the way we choose to create content and publish it online for the world eclectic design aesthetic has arisen showcasing the type of interiors we aspire to create. However, to cultivate our home environments and their to see. Suddenly, the number of image galleries for a mixture of high-end, one-of-a-kind pieces with what was once a linear mode of communication influence on the design industry as a whole. Cain Collection Chair Hattie the Wooden Elephant design burst wide open. DIY projects abounded. vintage, homemade and folksy artifacts. The via traditional, one-way media outlets has now by Seth Eshelman for STAACH by David Weeks Studio A decade ago, traditional shelter publications Global designers and aficionados began to share ability to artfully personalize and customize one’s been fractured into bits. This tidal wave of staach.com davidweeksstudio.com such as Architectural Digest, Elle Décor, Domino ideas, stories and sources of inspiration. Artists and living space has become far less daunting and information and social sharing has given us the and House Beautiful dominated the home design creators whose work was previously inaccessible more accessible than ever before. freedom to create personal spaces reflective of the space. Within the pages of these luxe design to the masses began posting instructions online This precipitous change has, of course, come times we live in. While the greats like Saarinen bibles, only a handful of home design and remodel for how to recreate their masterpieces by using with some drawbacks. Tens of thousands of images and Gropius continue to inspire generations of projects were profiled. The picture-perfect spaces reclaimed materials and inexpensive spare parts. can now be found on hundreds of blogs, online architects and designers on a grand scale, the new they highlighted seemed impossible to recreate. This unprecedented level of knowledge-share magazines and curation sites such as Pinterest. design influencers, born of this digital revolution, The profiled products in these magazines were and global influence has ushered in a new era of The task of sorting through all these sources to find inspire us on a much more personal level. They expensive and often out of reach to the average design egalitarianism. People have developed a cohesive style and sound recommendations can be inform us as we create and cultivate our own design-conscious consumer. And if one wanted more sophisticated and worldly design point of overwhelming. That’s why sites like Remodelista unique sensibilities and remind us, through their to get a glimpse into the global design market, view now that they have access to sites showcasing matter. Trusted voices with an identifiable point persistence and passion, that great design is truly it would require $150 in shipping costs and international style — from Australia to Belgium of view help us wade through the digital clutter to everything. three months lag time for the latest issue of World of Interiors. Needless to say, in those days, ABOUT THE AUTHOR January Machold is the director of global communications at SAY Media. demand for design imagery and inspiration far outweighed supply.

10 SAY Magazine | Fall/Winter 2011 SAY Magazine | Fall/Winter 2011 11 NOTES FROM THE MEDIA LAB NOTES FROM THE MEDIA LAB Life Beyond the Like Button Inline Comments let you choose what you want from your readers. How crowdsourced interaction is reshaping content. A simple “yes” or “no” answer? A single word? A video? Project Nectar’s Next time you’re browsing the Internet using Wi-Fi ambitions to create or curate content. At the “project nectar aims framework allows authors to not only choose what they want readers to contribute to but also what they want them to contribute with. on an airplane or reading the latest edition of lowest level of engagement is a Facebook Like, a to change the way the New Yorker on your iPad, take a moment to single click action; later levels include uploading reflect on just how quickly things have changed media or even contributing entire articles. We see editors, authors and over the past few years. Technological innovations a future where content creators can selectively readers communicate, are happening at breakneck speed. As soon as pepper their article with multiple interaction share and contribute.” you finally upgrade to the slickest smartphone, points that make sense with their content and, flatscreen TV, e-reader or tablet, you find out it’s more important, their audience. been cast off to the island of misfit toys by the Project Nectar sees articles as clusters of latest and greatest gadget du jour. content, each with the potential for interaction. While these innovations allow us to consume For example, an image can become a crowdsourced content faster, easier and more intuitively than gallery. Phrases within an article can trigger polls. ever before, the way we engage with content has And writers can engage their audience to take remained startlingly the same. The boring old part in assignments, using their cell phones to commenting systems found on forums and bulletin contribute pictures or videos when they’re away boards that became popular in the late 90s remain from their desks. the dominant interface for readers who want to The Media Lab is currently working on interact with content. The biggest improvements several elements that will eventually become Mobile Assignments let you engage an active community beyond in engagement in the past five years have been the intrinsic parts of a publication’s toolkit. Our first the Web and in the real world. A quick response (QR) code links the “Like” and “Tweet” buttons. three: Inline Interactions, Image Pools and Mobile Web to the smartphone so readers can take information with them We think publishers deserve better. So we’re Assignments demonstrate the concept of turning and share or act on it. building tools to change that. a single piece of content into a nuanced and The SAY Media Lab, an internal R&D rewarding content experience. department focused on developing media properties You can imagine how Jane Pratt might want and evolving the way we interact with content, is to engage her community on xoJane.com to create working on ways to help publishers move away a crowdsourced gallery of various looks. The from the current “read/write” model of content Dogster team could invite their “pawple” to vote on consumption to a new model of “inspire/connect” specific topics within an article or submit cute dog around content engagement. We are creating an pictures via their phones. Remodelista already has archetype of conversation and consumption where an engaged community of architects and budding the walls between content creator and consumer interior designers ready to share and discuss ideas aren’t simply scaled — they’re leveled. beyond the constraints of forums. That’s where Project Nectar comes in. It aims Passion-based media is about inspiring and to change the way editors, authors and readers connecting with an audience. As we look beyond create, communicate, share and contribute. mimicking old models, we need to start defining Project Nectar offers SAY properties a suite of these new relationships between tools for readers to engage with stories at different readers, authors and content. We’re Image Pools turn photos into crowdsourced galleries. Authors can levels, in addition to leaving a comment or sharing extending the lifespan of content entice users to contribute to a single image or a set of images with links through social media. beyond its initial run by forming their phone, via email or by dragging and dropping. The tools take advantage of modern browser micro-communities around it and, technology and mobile applications to fill in the in the process, blending the conversation and gaps between the simple one-click Like and consumption experiences. Topics within topics, the wide-open soapbox of the comment thread. media within media, linked, liked and made by We appreciate that not all users have the same real people, real voices.

ABOUT THE AUTHOR Alex Schleifer is general manager of SAY Media’s Media Lab.

12 SAY Magazine | Fall/Winter 2011 SAY Magazine | Fall/Winter 2011 13 Calibrate your digital spend on measures that matter. SAY understands the consumer journey and helps brands maximize every media touch point. We guarantee impressions and engagement to get you noticed. And we know that branded content, interactions and conversation drive brand equity beyond the life of the campaign. We deliver measurable results across the entire spectrum.

REACH INVOLVEMENT

We guarantee this And help you succeed here

IMPRESSIONS ENGAGEMENTS CONSUMPTION ACTIONS EARNED Yeah, I know you're there. Hmm, that’s interesting. This is worth my time. I want to know more. Check this. It’s awesome. But how do you know you’re making an Now you know they’re paying attention. How You’ve got them where you want them. How Actions matter. How do you get them Make them see themselves in the content. impression? Sometimes it’s hard to tell online. do you make it easy and rewarding to engage do you provide a valuable content experience to take the next step — find a location, How do you provide ways to make sharing If you’re not sure they’re paying attention, with your brand? that actually sells? download a white paper, take a test drive? valuable? how much are you really willing to pay? What is the right measure for intent?

14 SAY Magazine | Fall/Winter 2011 SAY Magazine | Fall/Winter 2011 15 SPOTLIGHT REINVENTING THE AD EXPERIENCE. AGAIN. Everyone is talking about the future of media, that marketers need to take notice and explore but most of the talk is about the evolution of opportunities to work with this new generation of Want distribution: social, tablets, mobile. At SAY, we content creators. believe the change the industry’s going through isn’t just about how we consume content but Connections Are Key People to what we’re consuming. It’s not just that the mass People who look to these independent content media is splintering to bits. Title-driven media is creators for information related to their passions also eroding and being replaced by a new kind of have massive networks. Their combined personal Buy Your content being produced by passionate individuals, and professional online network is 1.5 times larger such as Bill Simmons, The Sports Guy, who has than the standard online population. This group a new venture called Grantland; Yanier Gonzalez represents an extremely influential audience and and his site, Destructoid; or publishing icon and their reach is amplified exponentially because of Stuff? SAY’s editorial director of Style, Jane Pratt, and their large networks. How influential media her new online lifestyle site, xoJane. An increased focus on social media comes These passionate voices are real people with hand in hand with these large networks. People influences the influencers — real expertise and enthusiasm who are using blogs, who tune in to passionate voices consider social and gets people to buy things. Twitter and other digital publishing platforms media to be an important part of their lives and Introducing AdFrames 3. to produce content with a strong point of view. are more likely to visit sites such as Twitter and Our award-winning advertising platform, These new technologies are enabling passionate Facebook on a daily basis to share information completely reengineered. individuals to reach more of the online audience with their large networks. In addition, 71 percent Better for advertisers. Better for consumers. than ever before and, in turn, change consumers’ self-identified as being social and well connected expectations of modern media. What’s more, the versus 56 percent of the rest of the online adult group of consumers they are reaching is affluent, audience. 2x faster load time. connected and influential — and they are relying Deliver your ad experience immediately to the consumer. heavily on the content that these passionate Desirable Demographic Easier to make incredible ads. individuals are publishing. The audience that follows passionate voices also Build rich social ad experiences overnight. In partnership with comScore and TRU, SAY represents a very attractive consumer segment Media performed a study aimed at understanding for marketers. These people are younger (average Limitless features. what motivates and influences this group of age of 35 versus 41 among the rest of the Internet Provide an entire site experience with a single click. passionate voices, and, just as important, the audience), more affluent (median household people who follow them. income is $62K versus $51K) and better educated More insightful. Learn more about ad performance, targeting and message. Through a series of focus groups, surveys and (48 percent versus 40 percent have bachelor’s interviews, we found that passionate voices are a degrees and beyond). They are also early adopters major force in media. They inspire action in their (69 percent tend to be the first to try new products Get more info at saymedia.com/advertising audiences, and these audiences have spending versus 45 percent) that actively seek opportunities power, massive social networks and the ability to tell family and friends about new brands to influence a lot of people. The bottom line is and products (74 percent go out of their way to

ENGAGING PEOPLE SAY Magazine | Fall/Winter 2011 17 SPOTLIGHT SPOTLIGHT

recommend products versus 60 percent among the 40% 40% rest of the Internet users). Why No One Is Watching Why They Consume 29% ELECTION This audience is relying on passionate voices to 2012 discover new ideas and content, to keep informed Your Ads: Campaign Edition 20% 19% with the latest trends, and to engage with their 15% networks by sharing their own experiences and New research shows the changing media landscape is making it harder to reach voters. connecting with like-minded individuals. They also appreciate the raw and unfiltered nature of Television’s ability to quickly reach large groups of people at high frequency has their programming and ad consumption experiences in ways that reduce the made it the workhorse of political advertising for the past 50 years. The 2012 effectiveness of these advertising dollars. We found that a significant portion shared told a emailed made a completed this content, and how in-depth these voices can tweeted a link friend an article purchase a project get. They often look to these experts for advice on political season is likely to see spending on broadcast television advertising of likely voters have not watched live TV in the past week and consider purchases. in excess of $3 billion. However, while the spending trend continues to something other than live TV to be their primary mode for viewing video. Passionate Voices Inspire Action People who follow passionate voices don’t rise, advances in technology such as digital video recorders (DVRs), online Electoral and advocacy campaigns must better match their communications Consumers of content from passionate voices don’t passively read articles — they take action. Just as the just passively consume this content — they take streaming and mobile viewing have empowered the audience to control outreach efforts with voters’ evolving media habits. recommendations or experiences of a friend or family member might prompt someone to buy a product or try a new brand, passionate voices inspire action in an audience that is eager to disseminate knowledge. action. Of those surveyed, 40 percent had told a friend about something they learned, 29 percent had emailed an article, 19 percent had made a Voters Skip Ads purchase and 15 percent had completed a project, Almost 40 percent of all voters have a DVR at home. such as trying a recipe they found online. Because And when they’re watching TV this way, they aren’t 3% 2% watching commercials — nearly 90 percent are of their propensity to take action and because of skip 1/4 Never 62% skipping ads regularly when watching time-shifted TV. 7% of the time skip 58% their large networks, this audience has the power skip 1/2 of the time 51% 51% 52% 52% to amplify and give scale to content or to a brand’s 45% 41% message. Voters Consume Video in Nontraditional Ways DVR Today’s voters rely on a variety of sources for video 29% Owners Why You Should Care content. Roughly one-third have not watched live TV skip 3/4 Skipping of the time Ads Results from SAY’s study found that people who in the past week, and 43 percent count something 59% other than live TV as their primary way of consuming follow passionate voices believe ads across these skip all of video content. the time sites are more interesting, relevant, memorable ads are ads are ads are ads are interesting relevant memorable trustworthy and trustworthy than ads on traditional media sites. This perception provides marketers with Receptive to Ads an opportunity to connect with these audiences 88% Consumers find ads on passionate voices' sites to be more interesting, relevant, memorable and trustworthy by building advertising programs that integrate of dvr owners are skipping than ads on traditional media sites. This perception provides marketers with an opportunity to connect with seamlessly with the point of view and message these audiences by building advertising programs that integrate with the point of view and message of the commercials creator. of the creator. That last point is key — a primary regularly reason why these passionate voices gain such a TiVo or DVR Use Compared With Last Year large following is that they are producing content 24% that is raw and unfiltered, which consumers find The Next Generation relatable and relevant. As marketers, it is important Younger voters are more likely to consume less live 15% to recognize that you can’t simply slap an ad on TV than they were a year ago and more online, time- 12% one of these sites and expect to be accepted by the shifted and mobile video content. This generation of 6% voters will continue to move away from live viewing audience. You have to partner with the individual 18–44 45+ and will become increasingly more difficult to reach YOUNGER +15% behind the site in an authentic way that offers through traditional media. 70% followers something they crave but could not have HIGHER INCOME +17% Live TV Use Compared With Last Year MORE BETTER EDUCATED +20% gotten without your participation. CONNECTED Our study demonstrated that independent, 36% passionate voices wield influence and so do their audiences. There’s a massive opportunity here to 36% of 18–44 year-olds creatively engage with these influencers, to be at are watching less A New Generation of Influencers the forefront of what’s happening in that category live tv than they Followers of passionate voices are a desirable and heavily connected demographic. These people are younger, 15% and in this media space. And if you do it right, were a year ago 12% wealthier and better educated than the rest of the online adult population. What's more, their personal and 11% professional network is 70 percent larger, which means they have the power to amplify content and influence there’s a lot of potential to have your message a lot of people. scaled by this audience. MORE LESS 18–44 45+

Methodology ABOUT THE AUTHOR Matt Rosenberg is vice president of solutions for SAY Media. Prior to joining SAY Media, Matt was at the award-winning SAY Media conducted a bipartisan study, co-authored by two digital media consultancies and two well-known political pollsters: Targeted Victory and Neil Newhouse of Public Opinion Strategies on digital creative agency Big Spaceship. Matt also founded the Los Angeles office for OmniCom agency Organic. the Republican side, and Chong & Koster and Thomas Eldon of SEA Polling and Strategic Design on the Democratic side. Team members designed and fielded a national telephone survey among 800 likely voters. Furthermore, they surveyed an additional 300 likely voters in Ohio and Florida to understand how media trends impacted voters in key battleground states.

18 SAY Magazine | Fall/Winter 2011 SAY Magazine | Fall/Winter 2011 19 Things I Love

Meet the All-New 2012 S60, one of Volvo’s most dynamic sedans ever. Re-designed and re-engineered for superior driving performance, the S60 is powered by a T6 turbocharged 300 horsepower engine with Corner Traction Control and Advanced Stability Control, a world’s first for sedans. And it’s available with Pedestrian Detection Technology*, the FOOD world’s first system that stops for pedestrians, even if you Billy Law Canon 5D Mark II DSLR A Table For Two This camera is the tool of trade for my food don’t. From the S60’s stunningly designed interior to its new atablefortwo.com.au photography. It is my baby, fitted with a 50mm f/1.4 lens — perfect for taking snaps Volvo Sensus 7" colour display, this is one drive that looks in dimly lit restaurants or in a studio with as good as it feels. Billy is one of the top food natural light. (Canon, $2,499) bloggers in Australia. His blog, A Table For Two, features some of the best eats from YOUR ALL-NEW VOLVO S60 Sydney and around the world Weber Q 120 BBQ with drool-worthy food We Aussies love BBQ and the great outdoors. This portable BBQ fits nicely at iPad + Keyboard Dock the back of the car whenever we’re on road trips. It has a higher lid that can fit photography. His passion for UPDATE YOUR STATUS SYMBOL Portability is the key to blogging. I a whole chook inside. “Throw another shrimp on the barbie, Love!” cooking helped him become used to lug a heavy laptop around (Amazon, $179) but not anymore. Now I can email, one of the Top 10 contestants blog, check Urbanspoon and play in MasterChef Australia 2011, Angry Birds wherever, whenever. (Apple, $700) and he has become known as the “Dessert Queen.”

“I blog, I cook, I travel. I am always on the move with my cameras, traveling to different countries to explore cultures and immerse myself in the sights and sounds of various

culinary worlds. These are “Modernist Cuisine” a few products I can’t live This six-volume mammoth cookbook collection by Nathan Myhrvold is the without, whether new bible to reinvent cooking. This I am cooking in the set is my current bedtime reading material. VOICES kitchen or blogging (Amazon, $477) PROGRAM MEMBER in a foreign city. “ KitchenAid Artisan Series Stand Mixer This appliance is the most-used in my kitchen. I can’t live without my KitchenAid Stand Mixer. Baking gorgeous, chewy macaroons is only a whisk away. It hums like a Ferrari — and runs like a Ferrari, too! Reese’s Peanut Butter Cups (Amazon, from $249) VOLVOCARS.CA Hi, my name is Billy Law, and I am a *Pedestrian Detection system is intended to help the driver avoid collisions with pedestrians at speeds below 35 km/h, by automatically applying braking should the driver fail to react. chocolate-and-peanut-butter addict. The system is designed to provide assistance to the driver only and is not intended to substitute for driver awareness or safe operation of a motor vehicle. Always exercise caution when (Hershey’s, .50) operating a motor vehicle. ©2011 Volvo Cars of Canada Corp. Always remember to wear your seat belt. Visit volvocars.ca.

20 SAY Magazine | Fall/Winter 2011 SAY Magazine | Fall/Winter 2011 21

16290_S60_SayMedia_EnFile: Trim: 11.25" Trim: (w) x 14" (h) Publication: Say Media Publication: Art Director: James Proof printedArt Director: Docket/Job: 16290 Safety: .5" Safety: Insertion Date: n/a Insertion date: Copywriter: Rick at 90 % Writer: Client: Volvo Bleed: .125" Colours: CMYK Mac Artist: Gavin Bleed: Colours: Mac:

Connect With Passionate Consumers How Ritz used game day excitement to spark conversation around its brand

THE SAY INFLUENTIAL VOICES CONTENT IMPACT AT SCALE EQUITY FORMULA Notable influential voices ignite Custom content, developed by experts, creates Rich ad experiences maximize campaign reach Content and conversations are aggregated in a conversation around your brand. an authentic conversation with your audience. and drive deeper brand engagement. social home to extend the life of the campaign.

Food Network star, Guy Fieri led the conversation. Notable Mom bloggers submitted their favorite game–day A killer AdFrames experience drove massive reach and attention. The Ritz fan page and select blogs housed all content to recipes to ignite consumer participation. keep social activity alive.

22 SAY Magazine | Fall/Winter 2011 SAY Magazine | Fall/Winter 2011 23 PERSPECTIVES Passion Meets Scale Introducing SAY’s content channels — a collection of sites that span key consumer interest areas, anchored by some of our favorite media properties. We make it simple for advertisers to connect with passionate audiences in accountable and scalable ways.

Serving a new generation of food lovers.

The only online destination that delivers trusted content from FOOD CHANNEL experts, an active informed community and inclusive conversation about food and drink. Reaching 1.7 million food lovers each month, monthly Serious Eats was the recipent of two James Beard Foundation awards in 2010 for uniques* 17M Best Food Blog and Best Video Webcast.

Some of the other sites in our Food channel: bakespace.com | bigoven.com | deliciouslyorganic.net | steamykitchen.com | beeradvocate.com

Addictive content that gets technology enthusiasts talking.

Reports on the latest technology innovations, wireless news and business issues. The highly interactive and influential VOICES TECH CHANNEL PROGRAM MEMBER Techdirt community often comments on the addictive quality of the content, monthly a feeling supported by the blog’s ~800,000 RSS subscribers, 45,000+ posts, uniques* 37M 600,000+ comments.

Some of the other sites in our Tech channel: SAY: You’ve been called a cult hero and to Quantcast, 40 percent of my readers make more tomshardware.com | splatf.com | bgr. com | gizmag.com | cioinsight.com | macgeneration.com “the pimp daddy of budget travel.” What than $100,000 a year. Yeah, really! It blows me Young, are some of your best tips for building a away, too. Now I just wish they’d share some of passionate community of followers? that money with me because being broke-ass is my A passionate community that celebrates accessible home design. Stuart: Well, I’ve certainly been called worse monetary situation as well as my lifestyle. Ugh. Broke and things in my life. I think the way I’ve been able to The sourcebook for the considered home. Launched in 2007 by Julie build such a great fan base is that I’m not full of SAY: What’s your best advice for new HOME CHANNEL Carlson and a group of friends who share the same design DNA, Remodelista is now one of the leading shelter and home design sites shit. I believe the things I say, and I try to support publishers or bloggers getting started? monthly on the Web. The New York Times touts Remodelista as “a sourcebook for interior things that are good and responsible. Also, my Stuart: Keep creating content, even if you think 23Muniques* Beautiful design at a time when many shelter magazines have fallen by the wayside.” message resonates with a lot of people: You don’t no one is reading. Get on Twitter. Start a Facebook “Broke-Ass is more of a Some of the other sites in our Home channel: have to have a lot of money to have a rich life. I fan page. Make yourself a brand. Writing as we designsponge.com | contemporist.com | theinspiredroom.net | dezeen.com | catalogliving.com lifestyle than a monetary know it sounds anti-American, but it’s the truth. know it is almost a thing of the past. If you want situation.” to be successful, you have to be more than just a Stuart Schuffman SAY: How do ads fit into your site, and do you writer. Also, I give this advice to everyone: Work ever get feedback from your readers about your ass off and be nice to everyone. That’s what Where women go to indulge in what makes them feel good. With the national unemployment rate nearing them? What works and what doesn’t? I’ve done. 10 percent and cheap chic now firmly in our Stuart: We’ve done all kinds of advertising STYLE CHANNEL Founded by Jane Pratt, xoJane is the number one online destination for women to go when they are being selfish and cultural lexicon, the market for living large on less on my site. We’ve had sponsored posts, banner ads, SAY: What’s your favorite free thing to do in monthly where their selfishness is applauded. The result is an incredibly is huge — even among people who make more daily deals — you name it, and I’m down to try it. My New York? * 17M uniques engaging media property for women unlike anything else online or in print. than six figures a year. Just ask Stuart Schuffman, readers know that ads keep a site running. Plus most Stuart: I love to wander around and read the

Some of the other sites in our Style channel: aka Broke-Ass Stuart. The potty-mouth arbiter of of the people who advertise on BrokeAssStuart.com historical plaques that dot the city. I’m really nerdy chictoday.com | fashionista.com | divinecaroline.com | elle.com | ecostiletto.com | purseblog.com awesome (and a member of the SAY Media Voices do so because they like the voice and what we like that. I wanna go on an urban hike someday program) just landed his first TV show, “Young, stand for. They like that it’s snarky and confident soon where I walk from the very top of Manhattan Broke & Beautiful,” which premiered in June. His and ball-busting. They like that the perspective is to the very bottom. My friend Sanna said she did book “Broke-Ass Stuart’s Guide to Living Cheaply defined but not zealous. Look, what we do is allow it in eight hours. I bet I can do it in seven hours The most active pet communities on the web. in San Francisco” (and later in New York) was the people to better enjoy their lives. Who wouldn’t and 58 minutes. inspiration for his blog, which pays homage to the want to be a part of that? PETS CHANNEL The largest online community for pet lovers reaches more than message: What makes life interesting is not the SAY: Are you still broke — or do you just play 7 million pet owners, with 3 million pet profiles, 4 million edited things you own, but the things you do. We caught SAY: What should advertisers know about that guy on TV? monthly video views, and 200 million ad views. This passionate community offers a vast 94Muniques † wealth of opinions advice and wisdom from dog and cat owners. up with Stuart and asked him about the secret your audience? Any surprises? Stuart: Woefully so. The only difference for me to building a passionate following, the surprising Stuart: Actually, yes. There are some total Some of the other sites in our Pets channel: is that I’m not waiting tables this year like I did petmd.com | petfinder.com | petwave.com | nextdaypets.com | cuteness.com | animalnetwork.com truth about marketing to cheapskates and his surprises. Despite the name “Broke-Ass,” it’s more for the past 10. Next year, who knows what I’ll be favorite free thing to do in New York. of a lifestyle than a monetary situation. According doing. Maybe I will go into porn after all.

24 SAY Magazine | Fall/Winter 2011 * comScore July 2011, U.S. †comScore July 2011, U.S. (pet owners across the entire SAY network) SAY Magazine | Fall/Winter 2011 25 B:11.5” T:11.25” S:10.25”

PERSPECTIVES intrigue

telling keeping stories secrets B:14.25” T:14” S:13”

With this year marking the centennial director of “Cloverfield” and “Super 8,” has made celebration of his birth (June 23, 1911), the ad an entire career out of preserving what he likes to Inside world has been struck by a keen sense of nostalgia. call “The Mystery Box.” His knack for sustained Retrospectives of Ogilvy’s most celebrated work secret-keeping has earned Abrams critical acclaim Ogilvy's have cropped up across the Web, shining a distinct and box-office success, cementing his A-list status. light on how much the industry has changed since The same goes for the music industry. Bands the Mad Men days of early-morning Bloody Mary such as The Weeknd release albums anonymously, Mystery meetings and copy-centric print ads. Despite the with rumors of involvement from known artists marked difference of today’s ad game to that of (e.g., Kanye West, Drake). The elusive Burial Ogilvy’s, a clear thread of influence found in makes a game of it: “Only about five people outside Box Ogilvy’s work has permeated the art of storytelling of my family know I make tunes, I think. I hope,” “What are stories but throughout the decades. he says. Modern street art’s entire existence is mystery boxes?” J.J. Abrams Take his famed Man in the Hathaway Shirt reliant on an inherent veil of secrecy, with its most campaign. In a stroke of genius, Ogilvy added an celebrated and talked about contributor, Banksy, One hundred years ago in Surrey, England, a great eye patch to a trim, stern-looking, middle-aged refusing to step into the limelight and become all Starbucks Pumpkin Spice Latte is back. storyteller and arguably the world’s greatest ad man shirt model. The patch was everything. It instantly the more famous for it.

TM was born. This man of seemingly humble origins brought intrigue to the narrative. But what’s truly Today, the Internet gives us instant access to The fl avor of pumpkin perfectly blended with steamed milk, — a college dropout and one-time door-to-door brilliant is that the copy never actually addressed anything we want. Social networks have turned whipped cream, and pumpkin pie spices. Just what you’ve salesman — went on to author several bestselling the story behind the eye patch — it simply us into a population of TMI over-sharers. That’s been waiting to fall back into. books, become one of the most quotable figures delivered informative content about the shirt, and why it’s refreshing to leave a little something to the in modern business, and start one of the largest the shirts sold out. imagination. Ogilvy reminds us of this — great and most influential advertising agencies in the Ogilvy’s strategy of keeping the central storytelling is sometimes about the content we Enjoy a Pumpkin Spice Latte, world. “Who is this mystery man, this skillful mystery alive has time and time again proven to keep in the box. back for a limited time raconteur?” you ask. Why, none other than the be one of the most powerful storytelling devices in at Starbucks. venerable David Ogilvy. modern media. J.J. Abrams, creator of “Lost” and Sign up to get the weekly Venn by email at saymedia.com

Facebook.com/Starbucks © 2011 Starbucks Coffee Company. All rights reserved.

SAY Magazine | Fall/Winter 2011 27

This advertisement was prepared by BBDO New York Filename: P15915_F_SBS_GEN_V4_R1.indd CLIENT: Starbucks Proof #: 4 Path: Studio:Volumes:Studio:MECHANIC... Created: 8-18-2011 11:07 AM PRODUCT: FALL PRINT 2011/pumpkin spice latte nicals:P15915_F_SBS_GEN_V4_R1.indd Saved: 8-18-2011 11:07 AM JOB#: P15915_B Operators: Santoro, Jonathan / Casanova, Joe Printed: 8-9-2011 6:27 PM SPACE: Full Page 4/C Print Scale: 100% BLEED: 11.5” x 14.25” TRIM: 11.25” x 14” Fonts Ink Names SAFETY: 10.25” x 13” Avenir (45 Book, 55 Roman), Helvetica Neue (65 Medium) Cyan GUTTER: None Graphic Name Color Space Eff. Res. Magenta PUBS: SAY Media 6206cupNewlogo_smaller-2.psd (CMYK; 376 ppi), Leaf 6.ai, 6350D- Yellow Black ISSUE: 9/18/11 3.tif (CMYK; 320 ppi), pick of the season.ai TRAFFIC: Janette Sernaque ART BUYER: None ACCOUNT: Catherine Wright RETOUCH: None PRODUCTION: Tony Russo x1a ART DIRECTOR: Jason Wong COPYWRITER: None Things I Love

PARENTING Jill Smokler Mr. Clean Magic Eraser iPhone Scary Mommy The Magic Eraser astounds me: The doctors office, Crayons on the wall, food on scarymommy.com the playground, the pots and pans, strawberry stains, zoo, the beach — even permanent marker. It’s a I love that I can Jill is the mother behind Scary miracle worker. stay in touch with (Soap.com, $2.75) the online world Mommy, a parenting blog while still enjoying offering an honest take on my own. Stearns Puddle Jumper (Apple, $199 and up motherhood — the good, the This invention has seriously saved my summer, and I’m no longer a human with a data plan) bad and the scary (because floating device. Best invention ever for little swimmers. (Target, $14–$30) motherhood isn’t sugar-coated). “My list is not fancy, but they are the items I rely on daily, the items that make things more pleasant and easier. As a mother of VOICES three, I’m all about PROGRAM MEMBER the easy.”

Tassimo Coffee Maker I can escape to the kitchen and pretend that I’m at some fancy coffee The largest and shop all alone (for three seconds). (Amazon, $169) most active community of pet lovers.

14 million unique visitors annually 4.5 million member posts Wikki Stix Skinnygirl Margarita 3 million pet photos uploaded Wikki Stix are a total godsend. I love margaritas in the I try to keep them in my bag summer (five o’clock 800K pet profiles created for dinners out and long car or can’t come soon enough 100K active pet diaries plane rides. They’ll occupy my with kids), and this light kids for hours and are minimal version is my new mess. A total win. favorite. You know, to (Wikki Stix, $15) allow for more chips and salsa. (Skinnygirl Cocktails, $14.99)

28 SAY Magazine | Fall/Winter 2011 CLUTTER IS KILLING MEDIA.

It’s time to make digital content work better for everyone – the reader, the writer and the advertiser. The Clean Campaign is SAY’s commitment to eliminating web page clutter and focusing consumer attention on one engaging ad experience.

Learn more at saymedia.com/clean

ENGAGING PEOPLE