A Quote by Christie Hefner
With the strong global appeal of the Playboy brand and the differentiated content offered, we have built a men's destination site with multiple revenue streams, including e-commerce, advertising, subscription and pay-per-view, ... In addition, our recent acquisition of the Spice brand gives us an opportunity to create a separate site, cross-promoted with the Spice TV network.
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What makes the BJP or its government of Modi a brand for the elections - it is some content that makes the brand. Hollowness cannot create a brand, chest-thumping can't create a brand. Ultimately, the quality of the product creates a brand.
I don't want to kill ads. I think advertising is great, and I'm very aware that there's multiple revenue streams in television, subscription and advertising. But I also don't want to put my head in the sand, and I think the world is changing.
The business model for content is to be paid for it. You can be paid for it either though advertising or subscriptions or some new invention, but right now what we've got is advertising revenue and subscription revenue as the only way to be paid for content.
At Verizon, we've been strategically investing in emerging technology, including Verizon Digital Media Services and OTT, that taps into the market shift to digital content and advertising. AOL's advertising model aligns with this approach, and the advertising platform provides a key tool for us to develop future revenue streams.
Think of any news site on the web that sells subscriptions; AOL has four times as many people as the largest subscription service. We have people who pay to use our products and services, and they are heavily engaged in our content.
Our old site did not have very good support for the disabled, but our new site should soon have much better support. With all of our content in divs now, we can hide all but the relevant chunks of content and navigation with a simple alternate CSS file.
We have a very wide range of content, but the brand-newest movies, what's happening with those is a $30 pay-per-view option - not from Netflix but from DirecTV and others - of movies that are in the theater.
We set up a beta site, a test site, with movie, music and book reviews. If you're reading them and you want to buy a book or a ticket for a movie that's reviewed on the site, you can do that without leaving our site.
We asked people why they didn't go to MySpace. A lot of people thought it was too hard to use, they thought it was a music site, or a content site. Privacy was a concern, or they'd say it was a site for teenagers.
Each brand leader is focused on ensuring that the brand relationship with its customer is strong and differentiated. To accomplish this differentiation, we plan to offer her even more unique product and talk with her in new and exciting ways.
And it is very moving because one has to see the site not as just another site of development but it is a very special site. It is a site that souls and hearts of all Americans.
In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.
You look at the tremendous success of Facebook. To my mind there is not a lot of commerce going on in these social networking sites. eBay is a community anchored in commerce. It is a commerce site that built a community around it. What has not been proven is if the reverse can happen and people will go to community sites to do commerce.
I'm not really concerned if people have this purist view of the New York Supreme thing. If they think opening our shop in Paris is going to harm our brand, then we can't really be that strong of a brand.
I wouldn't say there's a need for the Spice Girls, but I'd say there's a place for the Spice Girls. There's certainly a place for them, but you don't promote the Spice Girls at the expense of promoting what I think are good role models for girls. You need to create some kind of equality.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
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