Market Insights: I Didn't Know That...

I Didn’t Know That…

By Sheldon Baker

Are We At War Yet?

If the US becomes involved in a war, publicity holes within the broadcast media will surely tighten. Nevertheless, there are still opportunities to promote your company, product and research. Stories that have success during a period of war will deal with issues stemming from war. Coping with stress or survival anxiety, and methods for staying healthy are some examples. Radio is also a viable alternative to television to get your message out to the consumer. If your company spokesperson such as an MD, PhD, author or possibly a CEO who has had professional media training and is media savvy can inform adults about how to deal with fear associated with threats and what natural supplements to take or foods to eat, you may have an excellent opportunity to capture media exposure.

CEO PR Survey

According to the CEO Survey 2002 conducted by PRWeek, a public relations industry trade magazine, public relations is now getting the long overdue credit it deserves from top management. Highlighted in part by corporate scandals of 2002, the role of public relations has been affirmed. There is also recognition that the importance of public relations extends beyond external communications to understanding the company stakeholders' perspective. Ultimately, having a better understanding allows the CEO to effectively communicate with key stakeholders, affecting reputation and stock value.

PSA Survey

The 2002 Annual Survey of Television Public Service Directors conducted by West Glen Communications found 33% of television stations responding said they would air public service announcements with a discreet corporate logo depending on the type and extent of commercialism and if the underwriting corporation is a paid advertiser. (Most networks don’t accept PSAs with corporate sponsorships. As a result, your strategy should encompass distribution to network affiliates and local stations only.)

Digital VNR Distribution

A new era of distribution for video is now available to television newsrooms. Digital distribution of Video News Releases and B-roll is now available to 180 television stations. Ultimately about 600-plus stations will have this capability and missed feeds will become obsolete. Pathfire, a digital delivery system will allow stations to access video 24/7 via a special hookup to newsroom computers. West Glen Communications of New York offers this service.

Paging Dr. Gupta

Dr. Sanjay Gupta, who is CNN’s healthcare reporter and a medical columnist for Time, has added one more stop to his rounds with Paging Dr. Gupta, in which he delivers, via “cut-ins,” medical information about the illnesses and procedures in each episode of ER.

Chocolate Power

According to Diane Ackerman, a prize-winning poet and author, chocolate is a mind-altering drug that’s good for you in moderation. The higher the cocoa content, the more antioxidants and other nutritional perks. Cocoa powder contains the most antioxidants, followed by dark and milk chocolate. Keep that in mind when you purchase your chocolate Easter bunnies.

More News On Fat

Greg Critser, in his new book, Fat Land: How Americans Became the Fattest People in the World, published by Houghton Mifflin, has collected studies, theories, news clippings and observations that bring to light some shocking facts about why we’re such an unhealthy society. He also dwells on why much of the American public is confused over how to exercise and what to eat. I found this item very interesting: the soft drink industry spends $600 million a year marketing soda. The National Cancer Institute spends only $1 million promoting fruit and vegetable consumption.

Surfing The Internet

Surf the Internet for a few minutes and you’re likely to come across something that so far has eluded the world’s leading medical researchers—a cure for cancer. Last year, the Federal Trade Commission (FTC) turned up hundreds of websites touting unproven cures or treatments for cancer and other serious diseases. Experts say snake-oil peddlers are popping up on the Internet faster than the FTC can shut them down.

The Growing Hispanic Marketplace – More Buying Power

New estimates from the Bureau of Census on July 1, 2001 show that 13% of the total 284.8 million U.S. population was of Hispanic origin surpassing the African American population for the first time. In 2002, Hispanics showed about $580 billion worth of spending power, making them the third largest spending ethnic group behind whites and blacks. Wow! That’s a lot of billions. When supplement industry manufacturers say they have saturated the consumer marketplace, they better take another look at the Hispanic marketplace.

Hispanic Promotion

Hispanic Business, Inc., an advocate of Hispanic-owned businesses, recently launched a new program, called RedWire, to proactively market business to government and corporate buyers, as well as other small firms. RedWire is a comprehensive online directory of certified Hispanic-owned companies. There’s no charge to promote your company’s products. Visit RedWire at and fill out the brief online form.

LatinClips News Monitoring

Monitoring what media and others are saying about your company, clients or competitors in the U.S., Hispanic and Latin American and Caribbean markets is now easier and more comprehensive. That’s assuming you’ve developed a Hispanic marketing program and know how to spell

P-U-B-L-I-C-I-T-Y. LatinClips monitors online content from more than 350 U.S. Hispanic, 900 Latin American and 70 Caribbean sources including wires, dailies, weeklies, trade journals, magazines and portals. In addition, they also search 4,627 U.S. mainstream tools such a spreadsheets and charts and graphs that enable companies to track an organization’s news and content online. For more information send an email to [email protected] or call toll-free at (866) 528-2547.

PR Pro Seeks Corporate Position

Just heard that a long-time nutraceutical industry public relations and marketing communications pro is making the rounds seeking a corporate PR position. Companies in need of PR help and looking to enhance their marketing and promotion strategies can send me an email at [email protected]. I’ll pass the information along to this job seeker.

CANI Embarks on 12th Year

The Consultants Association for the Natural Products Industry embarks on its 12th year fresh off the official announcement that it’s received IRS approval as a non-profit organization.

The group is currently redesigning its web site, added new member services and offers its services globally. Look for CANI at Expo West at booth 254 in Hall A. For membership or business referral information call (559) 325-7192 or send an email to [email protected]. The CANI website is

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