Google Knows When You Sneeze...

When you're trying to look something up on the internet, if you're like millions of other people in this world, you go to Google first.

Well, apparently Google has started tracking and compiling data on searches related to flu symptoms. They have been creating a data-tracking tool that they hope will detect outbreaks of influenza faster than other traditional systems in place.

Of course, no program is foolproof, as stated in this CNN article:

The tool may miss cases of influenza spreading among elderly people, because they are less likely to use the Internet than younger people, Stafford said. He also noted that many people who search for flu-related terms have viral infections that are not actually influenza.

Google has also taken into account that people sometimes look for flu-related terms in response to certain news headlines and do not actually have the flu, Ginsberg said. The tool looks for terms that, for example, reflect searches by a person who has chest congestion or wants to buy a thermometer, he said.

Hmm. Just one more way search engine technology is evolving.

(Courtesy of CNN and Google)

How Can Radio Complement a Newspaper Campaign?

Both newspapers and radio are extremely valuable advertising tools, and where one may lack some crucial element, the other can fill in the gaps. So it would make sense that combining the best features of both media would create a solid advertising venture.

Here are five solid reasons to use a combined newspaper/radio campaign:

1. Extra local impact in relevant markets or regions

2. Radio can break through ad clutter in newspapers by directing listeners to advertisers' coupons

3. Newspapers allow advertisers to provide more detailed information than would fit in a typical 60-second radio spot

4. Radio's demographic targetability increases the reach of an ad and ensures greater coverage among light readers and younger consumers

5. Radio can complement targeted newspaper section placement with programming features or sponsorships - sports, business reports, etc.

Still not convinced? Check out this study by the Radio Marketing Bureau that "highlights the implications of adding radio to newspaper campaigns. Opportunities for exposure, brand recall and preference, message playback, advertising efficiencies and communication strengths are explored."

FCC clears Google-backed plan on airwaves use

WASHINGTON (Reuters) - The U.S. Federal Communications Commission on Tuesday approved a plan sought by tech companies like Google Inc and Microsoft Inc to open soon-to-be-vacant television airwaves to new wireless devices.

The five-member FCC voted to open unlicensed pockets of the spectrum known as white space that will become available when U.S. broadcasters are required to move to digital television next year.

Companies like Google and Microsoft, as well as consumer groups, said access to the white space airwaves would encourage innovation in cellular telephones and wireless devices, much as WiFi did.

"Let's hope it's not just Wi-Fi on steroids but Wi-Fi on amphetamines," FCC Commissioner Jonathan Adelstein said.

FCC commissioner Deborah Taylor Tate dissented in part, saying she preferred a more formal process to deal with interference issues.

Traditional broadcasters such as Walt Disney Inc's ABC, General Electric's NBC, CBS Corp and even country singer Dolly Parton opposed the plan. They said signals sent over that part of the spectrum could cause interference with broadcasts or wireless microphones at live productions.

A broadcasters' group, Maximum Service Television, said the decision "imperils American's television reception in order to satisfy the "free" spectrum demands of Google and Microsoft."

The FCC sided with the tech companies and consumer groups after two rounds of testing the devices. An agency engineering report released several weeks ago said the spectrum could be used without causing harmful interference.

Harold Feld, senior vice president at the consumer group Media Access Project, said the vote will lead to expanded investment in broadband and other technologies.

"Motorola, Google and Microsoft have invested five years and millions of dollars to get this approved," Feld said. "The people that made those decisions are going to show they made good decisions."

The bi-partisan vote by three Republican and two Democratic FCC voting members signals that greater access to white space will move forward regardless of whether Republican John McCain or Democrat Barack Obama wins the presidency, said Ben Scott, policy director of the advocacy group Free Press.

Republicans back white space access as a free-market approach, while Democrats like that it improves affordability and is pro-consumer, Scott said. "No matter who is president, this white space policy will be expanded upon," he said.

The decision "will allow the marketplace to produce new devices and new applications that we can't even imagine today," Republican Commissioner Robert McDowell said.

The order requires both fixed and portable devices to be capable of sensing television stations and wireless microphones and that those devices be registered in an FCC database.


(Courtesy of Reuters and Yahoo)

The :30 Second Presidential Candidate

In the spirit of Election Day today, here's a link to some great information from a Wisconsin PBS production called The 30-Second Candidate. It chronicles the history of political TV advertising from the first ads in the early 1950s through the presidential campaign in 1996.

Check out the Tricks of the Trade for a neat walk-through on ways to put together elements in a political ad FOR or AGAINST a candidate using exactly the same footage.

It's also definitely worthwhile to flip through the Rosser Reeves Collection. Awesome photos and videos from over 50 years ago, including media-buying documents (with rates!) and storyboards. Fascinating guy, here's a little more about Reeves:

One of the best ad men was Rosser Reeves. He'd made a name for himself creating campaigns for big clients like Anacin, Colgate, and M&M's. Famous for catchy slogans like "Melts in your mouth, not in your hands," Reeves was approached by a group of Texas business men to come up with a Republican slogan to compete with the Democrats' "You Never Had It So Good."

Instead of a mere slogan, Reeves pitched an entire campaign. Republican presidential candidate Dwight Eisenhower would speak to voters' chief concerns in a series of short television "spots" airing shortly before the November election. "Eisenhower Answers America" was just underway.

In any case, it's a great look back on the progression of political advertising in the medium. Check it out!



(Courtesy of PBS)