Whatever happened to American Demographics?

A frequent question to Jim Madden and myself, both of whom worked at American Demographics, is whatever happened to the magazine. The short answer is that it was sold to Advertising Age and is now incorporated into that magazine and its website.

For those not in the know, American Demographics magazine was founded in 1979 by Peter Francese, to help planners and marketers better understand the U.S. Census that would be taken in 1980 and to use the data from it in their work. This was an era when massive changes in technology were making it easier to analyze and use data and to make it available much more quickly.

The magazine at first had the feel of an academic journal, but under the guidance of Bryant Robey, the first editor, it quickly turned into a readable monthly loaded with what we used to call "distant early warnings" about trends. One loyal reader told me just a year or so ago how much he missed the magazine. "With every issue, I'd be wandering into other people's offices and saying, 'Did you know this?' It was a wonderful compendium of data and insights."

For many years it boasted signature covers illustrated by Tom Parker. Readers often requested copies of the covers for their offices.

The magazine was purchased by Dow Jones, Inc. in 1981 and sold several times before being acquired by Crain's Advertising Age in the first part of this decade.

Several former staffers remain in the Ithaca area and in publishing. Penelope Wickham who was the marketing director founded New Strategist Publications, which publishes reference books based primarily on government and other survey data, including the U.S. Census. The books are ably edited by Cheryl Russell. We have commended their American Consumer newsletter to you before and continue to do so.

Jim Madden and I founded Paramount Market Publishing, Inc. in 1999 to carry on the magazine's book publishing program. I was publisher of the magazine from 1988 to 1990, after having been an editor. Jim was associate publisher in charge of the book publishing program.

Others still in the area and working in research, writing, or publishing include Diane Crispell, Martha Farnsworth Riche, Brad Edmondson, Carol Terrizzi, and Caroline Arthur.

What? An ad agency doesn't want my business?

Chuck Nyren is a savvy copywriter who believes that many advertising agencies are missing the boat by not employing baby boomer copywriters and designers at their agencies. However, he also lays some of the onus for making sure that advertisements are age-appropriate at the doorstep of the client. While he encourages clients to consider the services of small-to-medium-sized agencies, he says there are some reasons why these agencies may not accept a client. These are just some of the insights you will find in Chuck's book, Advertising to Baby Boomers.

In most cases, small-to-medium-sized advertising agencies want you as a client. Some good reasons why they may not accept you:

• If a conflict of interest exists, (an account with a product or
service similar to yours) an ethical agency will not handle
you. However, because they are small or mid-sized, the
chance of this is slim.

• In good times, some smaller agencies overextend themselves.
Rarely do they turn away business, but it does happen.

• Some agencies do not like to handle products they believe
to be harmful. A few might not handle liquor, wine, or
beer. Others are environmentally conscious.

• Agencies often turn down political campaigns for (you
guessed it) political reasons, or because they do not want to
alienate their clients. (If you were a Republican, would you
be thrilled about your agency handling a Democratic
campaign? And vice-versa.)

• More often than not, small to mid-sized agency owners are
very involved with their clients. Some only want to handle
a manageable number of accounts. Give them credit for
honesty and integrity.

• A few agencies think of themselves as specialists. For
example, some agencies specialize in the health industry.
They may handle a few non-health, but related products and
services (for example, insurance). But if you walk in with a
revolutionary new egg beater or a reversible, edible necktie,
they might just tell you,“We don’t really know much about
this type of product, don’t know how to advertise and brand
it, so you would be better off with another agency.” Again,
give them credit for honesty and integrity.

Two queasy reasons why they may not want you for a client:

• An agency might consider your company or product or
service unworthy to be in their stable. Every industry has
snooty companies.

• Related to the above, they may not want to handle a specific target market
because they believe it will reflect poorly on their agency.
Along with Baby Boomers and their elders, some agencies do not want to target ethnic groups, religious groups, or certain economic groups.

2050 is already here

We just came back from a Hispanic marketing conference in Los Angeles. Most the attendees were seasoned Hispanic marketers and it was amazing to hear them say that many firms still don't have their act together when it comes to marketing to Hispanics, let alone other ethnic groups. One of the chairpersons, Armando Martin, pointed out that in the top 20 markets in the United States, all are already 50 percent or more ethnic, meaning that more than 50 percent of their residents are Hispanic, Black, or Asian. Yet most retailers in these markets, which probably account for more than 50 percent of their sales, are still targeting "white guys" as their main audience.

Many marketers think that they don't have to worry about targeting Hispanics, Blacks, or Asians until at least 2050 when these groups are projected to be a larger share of the population. But in the largest markets in the United States, 2050 is already here. If you aren't looking at your markets city by city, you should be. One excellent source is available from Paramount. It's called U.S. Diversity Markets Report, 2006. It is released every two years, so the next edition will be available early in 2008. But if the top 20 markets are important to you, don't wait.

One PMP author, Isabel Valdes, previewed her new book, which will be out in early October. In this new volume, Ms. Valdes takes a detailed look at Hispanics by generation and length of time in the United States. To learn more about What's New in Marketing, Sign up for our Email Newsletter and you will receive updates on new books, release dates, and special pricing.

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Confusion about Baby Boomers

A total of 76 million Baby Boomers were born between 1946 and 1964. The peak of births was in 1957, hence the news that there is one person in the U.S. turning 50 every 8 seconds. That is true for 2007, but it won't go on forever. And we are hearing a lot of misinformation these days about the baby boom.

Cheryl Russell, editorial director of New Strategist Publications and considered the guru of data about the baby boom generation, says that the baby boom peaked with 78 million people in 2005, having added 2 million people plus from immigration. Since most people immigrate when they are in their twenties and thirties, the baby boom was gaining about 200,000 people a year during the 1980s and 1990s. Now that boomers are aged 43 to 61, there are fewer immigrants in their age group to add to their numbers. Add to that the fact that there are about 223,000 deaths among baby boomers each year and rising, the baby boom cohort is beginning to shrink. Expect the number of deaths to grow by about 10 percent a year. In short, Boomers have reached the tipping point in growth and now their cohort is beginning to shrink.

A radio news story the other day said the number of baby boomers is increasing and would shortly reach 80 million. That's just plain wrong. Baby boomers are a strong consumer group for many products and services. But don't let anyone tell you that their numbers are growing stronger.

Believe it or not, some time in the next decade they will be outnumbered by the Millennial Generation as immigrants add to the population in that cohort.

Sustained thought

We see a lot of book proposals that read more like PowerPoint presentations. It's not surprising. It is so easy to create a presentation these days and if it's good and has an interesting point of view or new insights, someone in the audience is bound to say, "You should write a book."

However, a few lines of text, some photos, and a few charts aren't really enough to create a book with legs. And, whatever you think about books, the really great ones have legs. They are selling from a publisher's backlist for many years after they are written. A presentation, on the other hand, is fleeting. There is no sustained thought, working through the arguments and making a case for the insights.

We at Paramount Market Publishing, Inc. think a good business book should contain wisdom and insights from the trenches. That is why most of our authors are in their forties and fifties and have been working in their fields of marketing and market research for a minimum of 15 or 20 years.

They can share antecdotes backed up with research and facts. They can write with confidence about their topics and they know the difference between a trend and a fad. Their thoughts are sustained because their knowledge is deep. Their books will be in the libraries of marketers for many years to come. That's why our slogan is "Practical Books for Smart Marketers."

Making you think

In my last comment I referred to the work of Tom Asacker, one of our favorite authors at Paramount Market Publishing. Today I got another thought-provoking article from him about the use of the word "authentic," which seems to be the buzz word of the year. Unlike bloggers who are writing just to talk to themselves, Tom often shares thoughts that he has been sorting through for a long time. Hence, the name of his book and website, A Clear Eye. You can sign up to receive his occasional thoughts. It is absolutely free, well-written, and always thought provoking. Before you use the word authentic again, hit this link and you may never use the word again.

A Clear Eye for Branding Translates Well

Tom Asacker's book, A Clear Eye for Branding, is now available in Korean and in an English edition in India. If you enjoyed his book, you will find more of his wisdom and insight at his website www.acleareye.com. If you have never seen him present, you are in for a treat. Just go to his website and click on videos of some of his presentations. Tom is one of the best thinkers around when it comes to consumer behavior and marketing strategy. Paramount Market Publishing will have a new book from him in 2008.

Award-winning Author at Paramount Books

Pepper Miller, author of What's Black About It has been honored with the 2007 MAXX award as Research Executive of the Year by Target Market News.

MAXX stands for Marketing to African Americans with Excellence. The awards program annually recognizes the contributions, innovations and exceptional performance of African American professionals in the fields of marketing, advertising, media and consumer research. Her book, What's Black About It from Paramount Market Publishng and co-authored with Herb Kemp (2005), was the first in many years to explain why the importance of the African American market in the United States and how African American consumers differ from their white counterparts.

Miller, president of the Hunter-Miller Group, joins the select group that includes Eugene Morris, chairman and ceo of E. Morris Communications (Advertising Executive of the Year); Catherine L. Hughes and Alfred L. Liggins III, both of Radio One who were named media executives of the year, Gwen Kelly, senior marketing manager, African American Initiatives at Wal-Mart (marketing executive of the year); Michelle Flowers, president and ceo of Flowers Communications Group (public relations executive of the year), and Carol H. Williams, CEO and Chief Creative Officer of Carol H. Williams Advertising, who was given the Lifetime Achievement Award.

The honorees were selected by the editors, writers and contributors of Target Market News, and are considered on the basis of the longevity of their careers, their advocacy of American American marketing, and the professional accomplishments that distinguish them within the industry.

”We are especially honored to give well-deserved recognition to these professionals for being champions for the African American consumer market” said Target Market News president and publisher, Ken Smikle.

“Through their persistent pursuit of excellence, they have been influential in setting benchmarks for all those doing business with African American consumers,” said Smikle “We encourage the entire industry to join us in celebrating our honorees for their unique accomplishments in elevating the field of African American marketing and media.”

Candidates were considered for recognition on the basis of being African American executives with distinctive careers, and who, throughout the course of their professional careers, have endeavored to promote greater understanding of, growth of, and sensitivity toward, the African American consumer market.

The honorees for the second annual MAAX Awards will be feted on July 2, 2007 at an awards dinner during the Eighth Annual Black Consumer Research and Advertising Summit. The event, hosted by Target Market News at the Chicago Wyndham Hotel, is the nation’s largest annual gathering of African American marketing, media and research professionals.

Paramount congratulates Pepper Miller on her achievement and looks forward to publication of her next book in 2008.

Moral compass needed more than ever

A couple of years ago we published a book called A Knights Code of Business: How to Achieve Character and Competence in the Corporate World Its intent was to help employees and employers navigate the ethical and personal issues that arise in the corporate world. Author Gene DelVecchio laid out a series of scenarios that would help determine right from wrong. He did it with a sense of humor assisted by his illustrator, Roderick Fong. The book bombed. Nobody, it seems, wanted to know about how to approach sensitive issues in the workplace.

Lately, however, we are feeling like this book is more needed than ever. We are seeing more and more "shading" of right and wrong by people who should be leading the country with their integrity. Take Paul Wolfowitz. If he had followed the dictums of A Knight's Code, he would still be president of The World Bank. Says Del Vecchio in a chapter on indecency, "Appearances are truths." In other words, as our esteemed President would say, if people believed there was favoritism in Wolfowitz's treatment of his girlfriend, there was. It doesn't matter whether he tried to deal with it in an ethical way. Following Del Vecchio's advice, his girlfriend would have been gone from The World Bank before he ever arrived or he wouldn't have taken the job.

And then there is Alberto Gonzales, pressuring former Attorney General John Ashcroft, as he lay in his hospital bed, to sign off on an illegal wiretaping program. Unethical? Sure.

Maybe these folks don't have time to read, but they should. More than ever, this country needs people who know right from wrong, truth from lies, and who value their integrity more than their paycheck and ego.

Beware the unreadable business card!

Recently we’ve had occasion to look at dozens of business cards and it is amazing how bad some of them are. You would think that a business card should be highly legible and allow people to immediately be able to use the contact information (phone, email, street address.) Yet you would be amazed how often the contact information is in tiny, very light gray type, whereas the name of the business card owner is very large in dark type. Sometimes there is a photo of the owner or an absurdly large logo taking up most of the space on the card. Baby Boomers are now all aged 40 and older, just the time when the eyes have a harder time seeing small, light type. They are also the majority of the workforce and certainly the majority of folks exchanging business cards at conferences and other events. Take an objective look at your business card. If your contact information isn’t accessible, go for a new design.

Millenials and Pop Culture

Entertainment companies of all kinds continue to seek the Holy Grail--young people between the ages of 18 and 29 who are the trendsetters in determining what is and is not popular culture. Millennials and Pop Culture, a new book by generational experts William Strauss and Neil Howe explores the reasons that Millennials, people born between 1982 and the present, have become turned off by the entertainment establishment and makes recommendations for ways the entertainment giants will have to change if they are going to attract this generation.


One reason this market is so important--in addition to its reputation as trendsetters--is that it is 80 million strong, even bigger than the baby boom generation. Its spending power isn't as deep as the boomers, of course, because these kids are just entering their earning years, but their influence over the spending of their parents and grandparents is great.


Strauss and Howe suggest four strategies for dealing with this generation:
Tell stories in an optimistic framework. Millennials are a "can-do" generation that believes they can sold problems. They are confident as a group and believe they will make a contribution to a better world.
Craft stories about ambitious young women. The new attitudes of young women may be key to this generation.
Craft stories with a new male style. While the baby boom generation wrings its hands about what is happening to young men, these very same young men are creating a new style for themselves. They are ridding themselves of many of the stereotypes that have held them back and accepting the fact that it is okay to adopt some new behaviors that don't emphasize traditional masculine values.
Treat Millennials as active users of culture, not just passive viewers. With all the electronic tools available to this generation, it was inevitable that they would make music, films, games, and other forms of entertainment, not just wait for someone else to do.

Focus on India

By 2050, India will have surpassed China in population. Although there is discussion among the experts about the size of the middle class, no one disputes the fact that it is growing rapidly. New regulations allow retailers to set up shop in India without benefit of local partners and Wal-Mart, of course, is one of the first to step forward.

Finally, the business world seems to be recognizing that India will be the primary market competitor to China.

India Business: Finding Opportunities in this Big Emerging Market is a book that explores marketing and cultural issues in India. It includes case studies from several large American business-to-business firms that have been in this market for many years. Top executives from 3M, Caterpillar, and Hewlett-Packard discuss the cultural issues that have had an impact on their businesses in India.

The book, authored by two Indian marketing professors and an international business consultant, includes useful information about working with Indian employees and the differences in the business culture between India and the United States.

You will find information about India's major cities that goes beyond just population and economic data, a discussion of the middle class, strategies for doing business in India, standardization vs. localization in marketing efforts. There is also a discussion about the service and information technology markets.

You will find many books on India, but few of them focus on marketing and business issues in the cultural context. Many Indians may speak English, but the cultural issues are not to be ignored.

Finding Integrity in the Marketing World

The most looked-up word in Merriam-Webster's online dictionary in 2005 was integrity. It's about time. A couple of years ago we published a book called A Knight's Code of Business: How to Achieve Character and Competence in the Corporate World. The author, Gene Del Vecchio, used real stories from the marketing and advertising worlds to illustrate how things can go awry in those businesses when one's moral compass is a bit off center.

The book came out in the midst of a plethora of corporate scandals that were being reported daily in the business press. We were sure it was a keeper. Much to our surprise, it turned out that no one much cared. However, we found ourselves thinking about and applying its wisdom every time we were faced with some "gray" area in our own publishing arena and that told us that it was a useful book.

When you are faced with questions of integrity in your own business or when marketing or advertising products and services, A Knight's Code will help you see your way through the fog. Besides it is an entertaining and witty read with engaging illustrations. Right now it is on sale here. At this price, you might want to buy a couple copies and leave them around the office for people you know who could use a little integrity.

Beware the exploitation of religion

The growing influence of evangelicals seems to have sprouted a new product claim. Some marketers are designating their products as "Christian" or faith-friendly. I have no problem with companies that conduct their business relationships and treat their employees with deep-seated values of fairness and integrity––who ask themselves whether they are obeying the Ten Commandments in every decision that they make. But there are some marketers who are jumping on the opportunity to exploit religion in what seems to me a most unseemly way.

Just as there are huge discussions about what should or should not be allowed to be called "organic," perhaps we need similar discussions about what should be offered as "Christian." I don't know the answer, but I truly hope that marketers will back away from these claims, rather than embracing them. Fortunately, most consumers are not as naive as some people believe and adopting a "faith-friendly" stance that is simply a way to exploit customers' belief in God is more likely to send them scuttling in the opposite direction, rather than bringing them into the fold.

Experiential Economy Finally Arrives

For several years, trendspotters have been talking about the experiential economy–that the time would come when consumers chose experiences over material things. 2005 might be the year that it finally arrived. As the Baby Boomers have matured (note that we don't say aged, since there is a whole segment of them that are only in their forties) they have less interest in acquiring more "things." In fact, the Leading-Edge Boomers who are turning 60 beginning in January are starting to try to figure out how to rid their lives of "things." They are thinking "downsize," and part of that is to eliminate getting and giving gifts for which they have no need. Rather, they are choosing to spend their money on experiences that will give them memories, easily stored and easy to take with you, no matter where you are.

Thus, we've seen myriad friends in their mid to late 50s who have chosen a family cruise for the Christmas or Hanukkah holidays, or a ski trip, or a trip to Spain to visit a family where they once enjoyed a stay as an exchange student, or a bareboat Caribbean jaunt with good friends. The ones who didn't go away this year are planning what they will do next December.

In his book, Advertising to Baby Boomers, Chuck Nyren suggests that Boomers are less likely to buy packaged cruises and other kinds of trips and more likely to want to plan their own experiential travel and they will rely on the Internet to do it. "We want to rattle lots of [computer] keys, have our mouses pounce and bite off appetizing chunks of graphics and descriptions from all sorts of sources–and build unique variegaqted vacations. Some smart dot.com entrepreneur will partner with thousands of travel companies, resorts, hotels, museums, airlines, car rental companies, and build a modular travel and reservation website. Myriad tempting experiences will be offered. The website will calculate the price of eact activity, cataloging and coordinating everything."

We offer one caution to Nyren's wisdom. The Baby Boom does come in segments. There are the adventurous travelers who have "been there, done that" and are looking for new experiences. There are also the more conservative, less well-traveled group that defines adventure as something more low-key, where the relaxation comes because someone has planned the trip to the last detail. Whatever you offer in the way of experiences, you need to know which segment of the Baby Boom is your natural audience and then go for it! The Experiential Economy has definitely arrived.

Free e-newsletter offers data insights

One of our favorite e-newsletters is issued occasionally by New Strategist Publications. Editor Cheryl Russell, who is also the editor-in-chief for New Strategist and a trained demographer, is one of the best at ferreting out the meaning behind the scads of numbers that the government and other organizations publish, often with little commentary. Ms. Russell comments on such issues as the true effect of the middle-aging of the baby boom on the social security system, or whether young people stand on political issues. Of course, the newsletter also carries tidbits of data from the reference books that New Strategist publishes as well as announcements of new books. But the highlight of each newsletter is Ms. Russell's analysis. Read it and you will often find yourself reading similar comments days later in the mainstream media. To sign up for this free e-newsletter, click here.

Tech-savvy moms

If you pay attention to the media, you would think that the only internet-savvy people on the face of the earth are aged twenty and younger. Yet, many moms are the tech leaders in their own families. Most moms today are in their thirties and forties, squarely in the GenX group, born between 1965 and 1976. The average first-time mom is 25.

This means that most moms today grew up familiar with computers. When today's average mom was only age 12, AOL was already sending out those disks to get people to sign up. They had Walkmans and video recorders. By the time she went to college, many students had a computer. By the time she had her first job, computers were an integral part of it, and internet access followed shortly.

Moms today spend a lot of time on the internet checking out product information, looking for recommendations from other mothers, shopping, and keeping in touch with their friends and family.

Companies that want to get the attention of the tech-savvy person in the family, may find mom is the main gatekeeper. To learn more about today's moms and the ways that they rely on the internet, see a new book from the principals at The Wonder Group, Marketing to the New Super Consumer Mom & Kid.

Baby Boomers Respond to "Fairness"

We've heard lots of horror stories lately about credit card companies charging a $39 late fee for a late payment of $1.72 or even 1 cent. It makes no sense and it is bound to get these companies in trouble with Baby Boomers who have a heightened sense of fairness. Beginning January 1, Leading Edge Baby Boomers in the U.S. (born between 1946 and 1966) will begin turning age 60. These are the folks with the most discretionary income in the U.S. and they are big spenders on situations where credit cards are often used--dining out, air travel, and gifts for others. Credit card companies are urgently courting these folks, but the policies many companies have adopted regarding late fees may send Baby Boomers scuttling away. As Baby Boomers age, they have more time to research companies and purchase decisions.

In his book, Marketing to Leading-Edge Baby Boomers, Brent Green writes, " 'The Golden Rule' will become fashionable again as a way to differentiate a company from its competitors... Differentiate by demonstrating justice and fair play." Exorbitant late fees for minor oversights do not seem to demonstrate fair play.

A Gift of Branding

Tom Asacker, author of A Clear Eye for Branding, is a dynamic speaker that keeps audiences on the edge of their seats. People ask for Tom's slides all the time, but he rarely shares them because, as he says, they are not very compelling when viewed out of context.

For a limited time, however, Tom is offering an Ebooklet that you can download from his website to give you his views on how to create a strong and enduring brand. You can go to his site, www.acleareye.com and download "On Branding: A Visual Presentation." It's available only until the end of December so don't wait. It will take a few minutes to download as a pdf. But once you have it you can review it whenever you want to and it will help you clarify your own views on branding, I can guarantee.

Black History Month

Authors Pepper Miller and Herb Kemp, whose book What's Black About It? was released a few months ago have some advice for companies that are thinking about a campaign related to Black History Month in February. They suggest going beyond the "short, slow retail month of February," creating a long-term campaign that shows respect for the achievements of Black Americans and downplays their products. Many African-Americans are turned off by retail fliers, for example, that exploit Black History Month just to try to get more customers into their establishments. A better way to build rapport with African-Americans and other ethnic groups would be advertising campaigns that featured achievements of different ethnic groups throughout the year, rather than limiting such campaigns to one month a year.