What I’m Reading

twenty ADS the shook the WORLD
The Cenutry’s Most Groundbreaking Advertising
and How It Changed Us All
by James B. Twitchell

My friend, Ms. Adverthinker, gave me this great book for analytical ad nuts. This witty book dissects twenty impactful ads of social history in the 20th century. It’s an entertaining quick read, and if you don’t obsess about the ads you wish were in there, like “Where’s the beef?” and how hard it must be to pick just 20 ground breaking ads, and why these twenty over any others like I do–scary, huh?–then you should just relax and have a frappuccino with this clever peek at 20th century advertising’s impact on social behavior in the 20th century. Have fun reading!

Microtrends
the small forces behind tomorrow’s big changes
by Mark J. Penn

I don’t know what you’re reading today, or what you expect to get from amazon.com this week, but put it down, send it back, or throw it away because if you are in marketing you should read this book immediately. The reason I’m so enthused to say now is because the relevance of this information is right now. This demographic profiling book is perfect insight to smaller interest groups of culturally strong people that are being, not necessarily ignored, but not considered, unknown, or forgotten. It takes as little as 1% of the American population to cause a cultural shift. Why not tap these interest groups with specific needs and wants with your brand message? The growth of households comprised of single women (In 1980, 17% of Americans lived in solo households, now this figure is closer to one in four Americans). These women will need to plan for their retirements alone, so all those television commercials with couples on beaches are not speaking to them. Another growing trend is “cougars,” or women, like “Mrs. Robinson,” who date or marry men a decade younger than they are. They may require a new type of pre-nup or detective service.

If you’re a numbers person, you’ll love this book. If you’re into media, demographics, specified marketing channels, or just like reading things that are interesting and not a waste of time, read this book. Besides, your competitors already have.