Nicholas Martinez
Project 1
The magazine “Adweek Arc Awards, Celebrating The Finest In Branded Story Tellling” is a credible trade publication that provides much up to date coverage on mass communications. This piece displays much information ranging from political aspects, social media interests, business marketing, and sports coverage.
The magazine has many small columns regarding short facts that are relevant towards today’s economy. One particular column provides information regarding the most popular brands amongst millennials. The 5 most favorable brands amongst millennial’s are Disney, Amazon, Netflix, Nintendo, and Apple. According to MBLM these particular brands are utilized most based upon the individual’s emotions. All 5 of these brands are related in which they are all top brands and represent a characteristic of their consumer. One particular article displays the rise of the social media app ‘Pintrest’. Pintrest was first launched in 2010 amongst a small group of colleagues and family members. It wasn’t until half way through 2014 was the app able to successfully launch their first paid ads. In the year 2016 they made a profit of up to $300 Million and had an estimated 150 Million monthly users. Although this is small potatoes to websites like ‘Google’ and ‘Facebook’ Pintrest has grown exponentially and seeks to reach new heights in 2017. The alcoholic beer ‘Modelo’ obtained an article in the magazine titled “Different Is Good”. The Mexican beer brand Modelo has increased its business in the U.S over the past few decades. “It is regarded as the fastest growing beer in America” –V.P brand marketing Ann Legan. A small town known as Garden City, Kansas was utilized in Modelo’s advertisement in order to strike brand recognition with a campaign “Fight For Better”. This small town has a population of 30,000 however, it has many diverse cultures with up to 12 different languages spoken. The advertisement advocated how diversity is seen as a strength and “represents the best vision for the future of America.” The marketing team seeks to benefit from cultural division and publicized racial issues. The team utilizes the hot topics of today’s issues in order to display a positive aspect of community and diversity. The campaign series sought out to seek 1 Million views however, they substantially surpassed their goal and have acquired up to 4.6 Million views.
The top story of the piece is over the President Donald trump and his clash with the press. Donald Trump has been criticized for his affiliation’s with Russian operatives in an unfavorable manner. The president chose not to remain silent on these particular criticisms, and took his opinions towards the social media app “Twitter”. The President Donald Trump utilized twitter to deny the reports by Buzz Feed. At a press conference a day later he responded to the allegations by calling Buzz Feed a “failing pile of garbage”. Buzz Feed utilized this negative criticism towards their advantage. Later on within the same day Buzz Feed released limited edition themed t-shirts with the words “failing pile of garbage. Within a short amount of time they were able make a profit of up to 25,000$. The saying “No publicity, is bad publicity” seems to be proven correct within the top story of AdWeek. The freedom of press is protected by the first Amendment and is what keeps a government honest during controversial times. Magazines such as this trade publication distributes much information covering many topics. I interpreted that AdWeek chose this as their top story in order to catch readers attention at the very beginning of the magazine. If a trade publication magazine displays conflicting coverage over the president of the United States it is sure to be credible. I think credibility of information is important to readers so that they may feel a sense of trust within the trade publication itself.
The article that was most appealing towards me was the one that captured the mass marketing during College Bowl Games. The largest college bowl games are known as the New Year’s six games the Chik-Fil-A Peach Bowl, Play Station Fiesta Bowl, Good Year Cotton Bowl, North Western Mutual Rose Bowl , Capital One Orange Bowl, and Allstate Sugar Bowl. These college football games are purposely placed within an advantageous time of the year. During early January the NFL playoff season hasn’t yet started which means, these college football games will be the only football coverage to watch. The NBA season at this time period isn’t even in midseason form. This leaves the majority of television ratings, social media, and national exposure all to the college football bowl games. In 2017 the television ratings were up 16% from the previous year. The Chik-Fil-A Peach Bowl accumulated the highest TV rating amongst all 6 bowl games, with a total of 19.8 Million viewers.
Trade publications concentrate on a few aspects which appeal towards the consumer. The most common topics distributed over this publication are politics, business marketing, and social media. All of these topics seek a particular audience that is why trade publications include many diverse coverage within their publications. A working communications professional would find this work as an asset towards their daily knowledge. This work shows how a particular brand name beer uses hot social and racial issues of today to further distribute their product. The marketing of a particular place or idea is what allows consumers to buy into a brands product, therefore successfully making them more money and exposure. The coverage of social media is a necessity especially within todays technological environment. This particular coverage makes readers feel up to date since the social media age is the fastest growing market in the 21st century. Political coverage seems to never go out of style, since the daily consumer always wants to know what is happening in the world of government. The use of publicity and coverage is what seems to draw in consumers who are only interested in the hottest topics that are up to date.
WORK CITED
"Celebrating The Finest In Branded Story Telling." Ad Week Arc Awards 16 Jan. 2017: 1-27. Web.