Public Relations & Social Marketing Insight
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Public Relations & Social Marketing Insight
Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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How Yule Log Videos Went From a Quirky Idea to a Hot Marketing Tool

How Yule Log Videos Went From a Quirky Idea to a Hot Marketing Tool | Public Relations & Social Marketing Insight | Scoop.it

According to the Hearth, Patio and Barbecue Association, only about half (52 percent) of American homes have a fireplace. For the 48 percent of us who are flueless, it's not easy getting into the holiday spirit—not when just about every popular conception of Christmas revolves around chestnuts roasting on an open fire and Santa Claus coming down the chimney.


Fortunately, there is a substitute: the Yule log.


Chances are you've already noticed, and probably watched, one of these ersatz holiday fireplaces. But in case you haven't, the Yule log goes like this: It's a video of a fireplace with logs burning inside it. You watch it. That's it.


Some Yule logs can get pretty elaborate. Virtual Fireplace, for example, allows viewers to select their own pile of logs and even choose from several different combustion sounds. Some of them are themed, such as the Darth Vader Yule Log, which shows the famous villain's remains atop the logs. (Say what you want, but the thing has over 1.2 million views.) Still others feature internet stars. Celebrity cat Lil Bub, for instance, has his own Yule log video....

Jeff Domansky's insight:

Great holiday story about the origins of the TV Yule logs. Recommended viewing and reading! 9/10

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Many TV Networks Growing -- Just Not The Big Ones

Many TV Networks Growing -- Just Not The Big Ones | Public Relations & Social Marketing Insight | Scoop.it

Headlines about TV viewership have not been particularly positive. Common themes lately have been: “TV ratings plummeting,”  “NFL viewership in decline,”“Millennials unplug from TV,” or “Cord-cutting, cord-shaving growing.” Then there’s a big favorite lately: “TV can’t deliver reach like it used to.”

 

While there’s some truth in all of these ideas, they don’t tell the whole story of TV viewership today.

 

First, overall TV viewership is not falling off a cliff. After four-plus decades of extraordinary growth, there is no question that the average amount of time Americans spend watching old-fashioned TV plateaued over the past few years and has now begun to decline. However, this overall decline is in the very small single digits annually....TV has not lost overall reach. In fact, its overall ad-reach capacity has never been greater.

 

What’s changed is that TV audiences have fragmented their viewing across hundreds of different channels and all of the dayparts,  and most major brands keep making the same buys. They’re chasing the few shows with bigger ratings without trying to understand how to scientifically and efficiently re-aggregate the fragmented audiences. Doing so is hard work and takes time and investment, all in short supply in media buying ...

Jeff Domansky's insight:

Many TV networks are growing -- just not the big ones. That's the new reality and marketers need to get over it and work harder.

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