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Original articles from Mark Sanderson.
DJ3K and the Marketability of Derek Jeter
After Derek Jeter’s 3,000th hit sailed over the left-field wall and into the cheering stands on Saturday — making him the 28th player in Major League Baseball history to achieve 3,000 hits and only the second player to have that hit be a home run — the Diamond Vision display ”showed DJ3K merchandise flying off the shelves at Yankee Stadium souvenir shops.” It was a compelling manifestation of Derek Jeter’s marketability. In fact, according to USA Today, Derek Jeter is “one of the most marketable athletes on the planet.”

Real Mormons Hit Broadway
Hoping to capitalize on local buzz, The Church of Jesus Christ of Latter-day Saints recently expanded it’s “I’m a Mormon” ad campaign to New York City. Days after the satirical “Book of Mormon” musical received 9 Tony awards, an ad featuring photographs of local Mormons appeared above 47th Street.

Launch Leads and the Spirit of Entrepreneurship
Brandt Page is the founder and CEO of Launch Leads, a Salt Lake City-based company founded in 2009 that assists B2B companies by filling their sales pipeline with qualified leads and scheduled sales appointments. In 2009, he was named the Emerging Executive of the Year by the Utah Technology Council. In 2010, American Express selected him to advise their national OPEN Forum Pulse on Twitter.

Barbie Hijacked by Greenpeace
Greenpeace made headlines this week when it staged a protest at Mattel‘s headquarters in El Segundo, California, launching its global campaign against the world’s largest toy company. The Los Angeles Times reported: “On Tuesday, Greenpeace activists in turquoise vests rappelled down the face of the company’s 15-story headquarters in El Segundo and hung a giant banner depicting a frowning Ken doll with the message: “Barbie: it’s over. I don’t date girls that are into deforestation.”

Shaq ‘Touts’ Retirement
Continuing the trend of new communications technologies empowering the individual, Shaquille O’Neal announced his retirement Wednesday via Tout – the network that “enables people to...update their Facebook friends and Twitter followers with real-time...Video Status Updates” — rather than through a traditional media outlet.

Rush Limbaugh's Innovative Ad Model
Love him or hate him, Rush Limbaugh, who “reaches an unparalleled audience of nearly 20 million in an average week” and who has a “$50 million a year paycheck” from Clear Channel, is a force to be reckoned with. Last Friday on his radio show, in response to a phone call from an ad-man thanking him for being “a driver of this economy,” Limbaugh briefly discussed the business model behind the success of his program.

JetBlue, Nintendo Team Up for 3D Fun at JFK Airport
If you’ve passed through Terminal 5 at JFK International Airport in the past month, you may have noticed a demonstration of the new Nintendo 3DS system — a portable, three-dimensional gaming experience that doesn’t require the use of 3D glasses. Travelers waiting for their JetBlue flights can relax for a few minutes at the Nintendo “Demo Pod” and sample one of several games as they adjust their eyes to the wonders of 3D gaming.

R.E.M. Redefines 'Album' (and Ads?) for the 21st Century
When R.E.M. released their new album, Collapse Into Now, they opted to use “available technology” to get the word out rather than organize a world tour and follow the usual promotional model. In what has been dubbed the Collapse Into Now Film Project, Michael Stipe commissioned artists and film-makers he respected to create music “films” for each of the 12 songs on the new album.

Belli and the Science Behind Building a Skincare Brand
Annette Rubin is the CEO of Belli, a Seattle-based skincare company that specializes in products for new and expectant mothers. She co-founded the company in 2002 after recognizing a need for medically sound skincare products that address the unique concerns of pregnancy.

Marketing Insights from the 'Parable of the Sower'
In 1925, BBDO co-founder, Bruce Barton released, The Man Nobody Knows, a book that examined the personality traits and methods of Jesus that enabled his teachings to grow into one of the world’s great religions. Showing how these traits and methods — patience, the ability to recognize hidden capacities in others, sensing an objection and meeting it before it is advanced, etc. — are key to success in the modern business world, he proclaimed Jesus: “the founder of modern business.” Barton also explained that the parables are “the most powerful advertisements of all time."

Justin.tv and the Future of Online Broadcasting
Joseph Wecker is a Senior Engineer at Justin.tv, a website that allows users to broadcast live video and interact with viewers. Prior to his work at Justin.tv, he successfully started and ran Samaritan Technologies, the largest provider of volunteer management software for government agencies, and has consulted for numerous firms. He has been an active geek and entrepreneur since the age of seven, when he started programming games on his Atari 2600 and 8088 PC.

Glenn Beck About to 'Saddle Up'
Following the announcement that Glenn Beck’s television show on FOX News would be coming to an end later this year, nearly everyone it seemed got the wrong idea. Fans called into Beck’s radio show the next morning seeking for an explanation. Would he be leaving FOX News altogether? What would happen to his radio show? Critics, on the other hand, rejoiced that Beck would finally be off the air. If one reads the press release, however, it’s clear that Glenn Beck will not be leaving FOX News. Instead, he will continue working with the channel “to develop and produce a variety of television projects for air on the FOX News Channel (FNC)."

Filling in the Blank on Green Marketing
In anticipation of Earth Day 2011, environmentally focused advertising efforts have begun to make their annual appearance. While Earth Day provides everyone the opportunity to evaluate their personal impact on the planet, it also provides marketers the opportunity to evaluate the effectiveness of their green marketing efforts: What are we hoping to achieve — for the environment and for our company?

An Etsy Story
Tori James is a stay-at-home mother of two who lives in a small Philadelphia suburb. Last September, she turned her interest in sewing into an online Etsy shop, Toriska Bags & Crafts, that specializes in clutch purses, hand bags, and business card holders. The following interview provides insight into the power of the Internet — by providing community, inexpensive advertising, and user-friendly tools — to turn an Internet-savvy, non-pushy, stay-at-home mom into a small business owner

Gutenberg and Advertising: A Copy and Paste of History?
With all the discussion during the past several years about how the Internet is changing the face of everything — from the way we buy our groceries to the way our brains are wired — perhaps a look back through history at what one author suggests is a related event could provide perspective on what is happening and the impact it is having on advertising. John Man, in his book Gutenberg: How One Man Remade the World with Words, tells the story of the invention of movable type by Johann Gutenberg, an obscure 15th century German artisan, and the tremendous impact it had on society –- ultimately paving the way for our modern world. It starts with four “turning-points” in the history of written communication.


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