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Media Perspective: In the pitch or on the beach, grab your chances by the Tail.
Ah, summer in adland. While the rest of the country is sharpening its buckets and spades, digging out the After Sun and wondering how early to get up to beat the traffic on the M4, adland is working.
Or more specifically, adland is phoning its spouse to tell it that it'll have to cancel the holidays because it's working on a pitch. And then knocking off early to stand outside a pub and complain.
But, since a few of you might just be able to get away for a bit, I thought I'd offer some holiday reading online, so you can come back in September with exciting new buzzwords to chuck about. Or, if you are stuck doing a pitch, it's something to read while waiting for the chief executive officer to dial in from Mauritius.
None of these things is very long, but they're all worth reading properly and having a think about. The first is Kevin Kelly's perspective on who benefits from 'the Long Tail' and how (www.icanhaz.com/tail). He points out something important about Long Tail economics that I suspect a lot of us have missed: the fact that while creators and artists benefit from hits (the head of the Long Tail), it's aggregators and editors that really stand to make money from it.
If, as seems likely, lots of markets will develop significant Long Tails with financial opportunity buried in there, the people who might extract the value ...
- DEALERS TO GM: FIX ADVERTISING DISENFRANCHISED GROUP WANTS MORE INPUT IN...
- Magazine article from: Advertising Age Guilford, Dave August 9, 1999 700+ words
A group of General Motors Corp. dealers has drawn up its own agenda to improve the giant automaker's marketing in the wake of declining market share. The group was tentatively scheduled to meet with top GM executives on Friday, Advertising Age has learned. It couldn't be learned if the meeting
- Let's fix advertising; A former Y&R and O&M chief says agencies must change how...
- Magazine article from: Advertising Age Phillips, Graham May 20, 2002 700+ words
Every generation of senior ad-agency and client executives faces its own challenges. I had my share in the `80s and `90s as chairman-CEO of Ogilvy & Mather and Y&R Advertising. But the need to innovate, instead of just reducing headcount and cutting costs, and to refocus on getting results
- Tail talk.(zoo animals)
- Magazine article from: Hopscotch Hopkins, Karen S. April 1, 2003 700+ words
...good helpers? Some tails help keep animals...The kangaroo's tail is very strong. It...water hard with its tail. Some lizards have tails that are rather strange...sharp stinger on its tail. Some lizards use their tails like a whip, swinging...
- CAN YOU TELL TAILS?(animals' tails)
- Magazine article from: Ranger Rick Vistain, Joan Morse April 1, 1999 700+ words
...talk" with their tails. You've probably seen a dog stick its tail between its legs...even have colorful tails that can break off...enemy attacks. The tail wiggles wildly, distracting...that mean "shade- tail." You may have seen...neighborhood with tails that give shelter...
- Tail-Index Estimates in Small Samples.
- Magazine article from: Journal of Business & Economic Statistics HUISMAN, Ronald KOEDIJK, Kees G. KOOL, Clemens J. M. PALM, Franz April 1, 2001 700+ words
...have overestimated the tail fatness in small samples...Exchange rates; Fat tails; Tail-index estimation. It...alone. To account for tail fatness, financial returns...is characterized by fat tails, like the Student-t...
- Tail loss in skinks. (journal extracts).
- Magazine article from: Ecos Davidson, Steve October 1, 2002 700+ words
...some lizards can cast off their wriggling tail to escape a predator has an immediate survival...amputation? Until regeneration is complete, tail loss in lizards can hamper movement, lower...accumulate fat-bodies in either their tail or abdomen, or both. These energy reserves...
- On tail categorization of probability laws.
- Magazine article from: Journal of the American Statistical Association Rojo, Javier March 1, 1996 700+ words
...the center and at the tails. Moreover, many asymptotic...partial orders on the tails of symmetric distributions...tests preserves certain tail orderings provided that...short, medium, and long tails. Thus the Pareto distribution...having a having a "long tail," the exponential a...
- All about tails.(SCIENCE)
- Magazine article from: Weekly Reader, Edition Pre-K (including Science Spin) September 1, 2009 700+ words
...I am holding my tail high. What else Can tails do? [ILLUSTRATION...ILLUSTRATION OMITTED] cow My tail keeps flies away...OMITTED] opossums Our tails help us hang. [ILLUSTRATION...the strips represent tails. Then talk about the word tail and its first letter...
