Advertising Age recently looked at the preliminary 2010 U.S. Census information (officially to be released spring 2011) and determined that “The concept of an ‘average American’ is gone, probably forever.” Peter Francese, author of the Advertising Age white paper, states, “The average American has been replaced by a complex, multidimensional society that defies simplistic labeling.”

As marketers, the challenge we will face is a move from the traditional “mass marketing” models to highly efficient and impactful pinpoint strategies. “Niche” and “one-to-one” communications will rule.

Other findings in the Advertising Age white paper:

Family Unit – Married couples with no kids and single-person households replace the traditional family unit of a married couple with children (only 22% of total households in 2010).

New Majority – White, non-Hispanics have become the minority in California, Texas, New Mexico and Hawaii. In the country’s 10 largest cities, no single race or ethnic group represents the “majority.” Slightly more than half (54%) of children under the age of 18 will be white non-Hispanic in 2010 compared to 80% of those aged 65-plus.

Geography – The South and West account for 85% of the country’s population growth during the first decade of this new millennium as people left the Northeast and Midwest presumably seeking new opportunities for work or retirement.

The exciting part of change is that it brings new opportunities for those who relish new challenges. We live on a planet that is continuously spinning. We shouldn’t be surprised by a continuous shift in our environment.

Advertising Age – October 12, 2009

JSH&A Blog –
“The Living Room”

Here are some recent highlights:

• New Media and Changing Impressions – Jennifer Noncek
• Shout Out of The Week (iPhone Apps) – Deanna Killackey
• Search: A New Socialite – Jennifer Noncek
• A Woman’s Nation – Jonni Hegenderfer

News Around The World

Today’s global society is really a small world after all. Thanks to the miracles of satellite news, streaming video, and iPhone applications, we have the opportunity to watch world events happening in real-time. However, the presence and format of news media can vary in different parts of the world. Here’s an interesting media update from our IPREX partner in the Middle East:

• CNN introduced “Prism” to Abu Dhabi on November 3. A daily broadcast, “Prism” reflects CNN’s regional expansion plans with a permanent editorial hub in UAE.
• The Arab Telemedia Group (ATG) will launch two news and variety satellite channels in Jordan early in 2010.
• In Saudi Arabia, the state-run Broadcasting Service of the Kingdom of Saudi Arabia (BSKSA) operates four TV networks. Saudi newspapers, created by royal decree, include 10 dailies and dozens of magazines.
• In Iran, the government-run press supervisory body has shut down three Iranian newspapers including Farhang Ashdi (Culture of Reconciliation), Arman (Ideals), and Tahlil Rooz (Day’s Analysis).

For more information on the Middle East media environment, click here or contact our IPREX partner, Nick.Leighton@NettResults.com.

Happenings at JSH&A

Molly Sheehan Joins the JSH&A Team
As an account supervisor at JSH&A, Molly leverages her background in consumer communications to lead and create public relations campaigns for JSH&A clients The Hershey Company and ConAgra. Prior to joining JSH&A, Molly served as a North America Public Relations Manager at Motorola and led the day-to-day operations of the Starwood Hawaii account at Stryker, Weiner & Yokota Public Relations in Honolulu, Hawaii. A graduate of the University of Illinois at Urbana-Champaign, Molly currently resides in the Chicago-area and enjoys traveling, reading and spending time with friends and family.

JSH&A Promotes Christopher Goodrich to Senior Account Executive
As a core team member on redbox, Goodrich has assisted in corporate and consumer communications and has secured high-profile national media coverage such as The Wall Street Journal, USA Today and Crain’s Chicago Business. In his new position, Goodrich will continue to oversee media relations and hold larger responsibility in development of redbox messaging, as well as program management for The Hershey Company. Goodrich has been with JSH&A for more than two years.

Hannah Schroder Celebrates Three Special Years
Time certainly does fly! For more than three years, Hannah Schroder has played an influential role in JSH&A’s success. As account executive, Hannah focuses on event planning and media relations programs for Dremel, Master Lock, McDonald’s Corporation and The Hershey Company. To learn more about Hannah’s background and interests, visit www.jsha.com/about-us/staff/.