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Podcast title	MarketingPopCulture.com
Website URL	http://www.marketingpopculture...
Description	How Pop Culture builds brands and brands influence Pop Culture
Updated	Mon, 22 Mar 2010 10:53:06 GMT
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Category	Marketing
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Vote for this podcast	Currently 2.67/5 Rating: 2.7/5 (3 votes cast)
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Episodes
1. Marketing Black Books--part 1 http://rafields.hipcast.com/de... download (audio/mpeg, 7.42Mb) Description: Should fiction written by black authors be shelved in African-American departments, a move that often helps nurture writers? Or should it be presented alongside other categories, such as general literature, allowing books written by black authors to take their place in publishing's mainstream? --Jeffrey Trachtenburg, The Wall Street Journal, December 8, 2006 This article prompted me to organize a discussion to explore the issue of race in the book publishing industry, especially as it impacts that marketing of books by black authors. Following is part 1 of that discussion. Comments are welcome and encouraged. 00:00 – Overview 01:06 – Introduce the participants 01:27 – John McGregor, president JMG Books, literary agent 02:17 – Camille Hacker, editor, John Wiley & Sons 03:11 – Bridgett Davis, author of Shifting Through Neutral 03:45 – Economics of publishing 06:51 – History of the current system 08:17 – Impact of economics on an editorial POV 10:37 – 1963/64—Conglomerates start buying publishing houses 12:13 – Lingering perception that blacks don’t buy books 13:27 – Black books published straight to paperback 14:33 – An author’s expectations vs. the reality 15:58 – Book covers as indicators of industry’s conflicted feelings 16:38 – Barnes & Noble and Borders 18:08 – Does a race-based strategy really work? 18:41 – What are the “boundaries” for blacks? 19:36 – Just be grateful 20:06 – What do we mean by African American? 21:57 – AA life only understood through narrow lenses 23:01 – No salespeople of color, so sales to retailers are problematic 25:57 – Marketing amnesia 28:11 – Really, how thin are the margins? 31:32 – A surprising fact about Harpercollins’ backlist
2. Interview with Grant McCracken, cultural anthropologist http://rafields.hipcast.com/de... download (audio/mpeg, 7.68Mb) Description: I was searching for a thoughtful intro to this post, but nothing’s came my way. Except to say that doing this interview was truly a pleasure because Grant--the author of Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace-- is a thinker and blogger from whom I’m always learning. So, if you’re interested in dimensioning the challenge of culture that is confronting businesses and how marketing organizations must adapt in order to get ahead of the cultural innovation curve, this podcast is for you. 00:26 – Grant’s background 01:13 – Anthropology and the tools it provides marketers 02:16 – Ethnography contributes to consumer-centricity and co-creation 02:41 – Contrasting the economic POV 03:46 – Why culture matters 07:21 – Building brands by taking meanings from culture 09:40 – How most organizations view cultural innovation 10:01 – Levi’s “blindside hit”, circa 1996 11:00 – The big board concept introduced 11:45 – The big board defined 13:42 – Where to situate it within a company 14:50 – Differences between big boards and trendspotting 15:53 – Knowledge distribution 16:32 – Everyone as a listening post 20:09 – New skills required/Pattern recognition 23:08 – Harvesting chaos/Kaufman Continuum 26:28 – Watching culture will be like watching the code in “The Matrix” 28:27 – A model for the innovative company 30:34 – Avoiding blindside hits doesn’t mean recouping marketing investment 32:03 – The imperative of preparing multiple strategies 32:53 – He remembers the cultural meaning map 33:33 - End
3. "Bling" authors Reggie Osse & Gabriel Tolliver http://rafields.hipcast.com/de... download (audio/mpeg, 4.86Mb) Description: The authors talk about their new-found appreciation for the past, present and future of this aspect of hip hop culture.
4. Interview with Dr. Clotaire Rapaille http://rafields.hipcast.com/de... download (audio/mpeg, 2.54Mb) Description: Did you know that in American culture o Seduction is manipulation o Being fat means you’ve checked out o Work is who you are o Money is proof o Shopping is reconnecting with life I recently spent a few minutes with Dr. Clotaire Rapaille, author of The Culture Code. We talked about his last 30 years of work spent unlocking various “culture codes.” His book, just released this past June, contains many of his insights about the various reference systems that are put in place for all of us at an early age. By discovering the subconscious emotional attachments we have to various concepts and brands, he’s been able to illuminate the frames that surround these concepts.
5. "21st Century Hustle" and the Rise of Urban 2.0 http://rafields.hipcast.com/de... download (audio/mpeg, 6.57Mb) Description: I love talking to people with strong points of view, which is why I think you’ll enjoy listening to one of MarketingPopCulture.com'early podcasts, which clocks in at a little over 28 minutes. Check out * Ali’s approach to the current marketplace; * Why he gives props/kudos to MySpace; and * Why he feels that, despite the spate of closings of several mass magazines, now is a good time for smart magazines and businesses of all types. More importantly, he covers this notion of “Urban 2.0,” what it is, and why it’s important for marketers to take note.
6. Gerd Leonhard on why attention--not content--is king http://rafields.hipcast.com/de... download (audio/mpeg, 5.70Mb) Description: Gerd Leonhard is a noted media futurist and co-author with Dave Kusek of “The Future of Music”. With all of the ongoing news about it, it’s clear that the music business will require a fundamental paradigm shift in order to better sync with the realities of the digital age. Listen as Gerd talks about why he believes that the path to profitability for the industry lies in thinking of music as a service, rather than individual pieces of content. Other key points raised during our discussion: * Content isn’t king * Real currency is your ability to get attention * His advice to artists and brand managers alike on how to effectively leverage music under this new paradigm.
7. Race, the Final Frontier http://rafields.hipcast.com/de... download (audio/mpeg, 3.24Mb) Description: The third MarketingPopCulture.com podcast can be heard below. In a nutshell: The NYC Human Rights Commission issued a report on the lack of diversity within the advertising industry in 1978. Fast forward nearly 30 years, and we have another report and a threat of fines and public embarrassment but, again, no real change. Before I offer a solution, I share my perspective as an African-American and a marketer. One correction: I mispronounce the name of Ogilvy Toronto's Co-Chief Creative Officer. Her correct name is Nancy Vonk.