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The American Magazine Study, conducted by Affinity Research, reports that, along with 84% of US adults owning at least one computer, distinct generational skews exist in the profiles of eReader, tablet PC, and smartphone owners. It says, “These findings are important for companies marketing mobile devices to Millennials, Gen-Xers, and Baby Boomers, as well as those creating content and advertising targeted at these unique generational segments.”

Boomers are the most likely buyers of eReaders

·         More than 8.2 million Boomers currently own an eReader, while more than 10 million plan to purchase the device in the next six months.

·         More than 9 out of 10 Boomers (92%) use the device at home, 13% at work, and 36% power up their eReaders while on the go.

·         Similar to the national trend, female Boomers are 11% more likely to own an eReader than their male counterparts.

Gen-Xers are the most likely buyers of Tablet PCs

·         More than 9% of Gen-Xers currently own a tablet PC, while 24% - or almost 21 million - have plans to purchase the device.

·         56% of Gen-X tablet owners actively share their devices with others.

·         Gen-Xers with a household income of $100,000 or more are 63% more likely to own a tablet PC than their generational peers.

Millennials are the most likely buyers of Smartphones

·         54% - or more than 25 million Millennials - currently own a smartphone, and 18% plan to purchase one within the next six months.

·         63% of Millennials use their smartphones at work, while 95% report that they are the sole users of the device.

·         Millennials who have graduated college are 23% more likely to own a smartphone than others in their generation.

Read the news release.

Read the study in full.

What does this study mean for your publishing strategy? Let Somersault help.

KCI in Grand Rapids, MI, helps brands communicate their marketing messages through a variety of services, from digital to print to data management to mailing to fulfillment. One element KCI recommends to its business clients is the use of QR codes. In fact, KCI believes in the power of QR codes so much that it displays a giant one on the side of its van. When a smartphone with a QR code reader is pointed at it, the code takes the user directly to the KCI website. General manager Eric Liggett says the code will soon take users to KCI's dedicated mobile site, for a more small-screen friendly experience.

Putting a QR code on the side of a brand's vehicle is innovative; it goes beyond merely displaying the brand's URL address. It attracts attention, it's fun, and it helps users quickly access more information about you without having to remember and type in a long URL. Great thinking, KCI!

Technology writer Dan Frommer (@Fromedome) of SplatF (@splatf) airs his grievances with QR codes on Business Insider’s (@businessinsider) SAI (@SAI). He says, “Mobile barcodes can be confusing and can waste time. And as mobile technology progresses, they probably aren't even necessary.”

Most people, before scanning their first barcode, have to download scanning apps manually and figure out how to use them. Then, each time there's a barcode to scan, they have to make sure they're using the right scanning app for the right barcode. That's because different types of barcodes, like Microsoft's "Tag" codes, don't always work in all the same apps.

He goes on to criticize how advertisers mismanage the creation and use of QR codes. He says

...in the future, if “near-field communication” mobile technology takes off, you may be able to just bump your phone up against a sensor to tell it to do something, whether it be to check you into a bar on Foursquare, take you to a website, or even pay for dinner. That's faster and easier than a barcode, too.

But then he ends in a turn-around:

Yes, obviously, barcodes have a place in the world. They are simple and cheap for commerce and logistics, and barcodes are widespread.

Read this in full. And be sure to read the comments.

Somersault (@smrsault) believes in the value of QR codes, when used properly, to attract attention and communicate effectively with those comfortable in using them. The key is strategic thinking. For example, read our blogpost "A Mobile QR Code - Literally."

Let Somersault help you in all your marketing communication plans.

Digital Signage: It's all around us [Infographic] compliments of DigitalSignageToday.com (@DigSignageToday)

Brandchannel (@brandchannelhub) writes, “If any brand name seems to be loved by all who come in contact with it, it's Moleskine (@moleskine). This 14-year-old Italian iconic brand became known for a simple notebook.” It goes on to explain how Moleskine encourages consumer generated media to help foster its brand.

It isn’t just the brand’s positioning that makes it so special — it is the manner in which the company nurtures and interacts with its fiercely loyal fans and retailers.

Marco Beghin, president of Moleskine America, told The New York Times (@nytimes), “We let our fans speak for themselves.”

Fans are only too happy to share their stories. They post sketches on Moleskine's Facebook page, which has attracted almost 90,000 followers, and they make videos (favorited on Moleskine's channel) demonstrating how much fans love the brand. They also attend special events around the globe organized by Moleskine, such as a recent ‘sketching event’ at Bloomingdale’s in New York. Shoppers could stop and make sketches of a model using Moleskine pencils and notebooks.

This product has always been considered a platform and a culture product. A tool for self-expression."

Read this in full.

Watch this video to see how a person who loves the Moleskine concept hacks that same idea into Bibles: Moleskine Bibles (@MoleskineBible)

But also read how a raving fan can be lost, in Michael Hyatt’s (@MichaelHyatt) “Why I Ditched My Moleskine Journal.”

Experiential Marketing and its role in an integrated marketing strategy is the featured topic of the July/August issue of Admap. Editor Colin Grimshaw (@colin_admap) says experiential marketing “connects audiences with the authentic nature of a brand through participation in personally relevant, credible and memorable encounters. Whereas traditional marketing has focused on mass communication using rational, left-brain directed persuasion, experiential marketing focuses on making a personalised connection using emotional, right-brain directed involvement.”

In her article, The Consistent Brand Experience, Liz Bigham (@lizbigham), SVP Marketing for Jack Morton Worldwide (@jackmorton) says, “There are myriad touchpoints for consumers to engage with your brand. It’s essential that these experiences deliver a consistent brand perception.” She offers 5 lessons in achieving brand consistency in the brand experience space:

1. Your brand is a verb, not a noun (a promise delivered — ‘do’ vs ‘tell’)

2. Decide that your brand is worth the investment

3. Owned media matters more (and often costs less) than other media

4. People and behavior are fundamental to the brand experience

5. Consumers don't distinguish between online and experiential, so neither should you

Read this in full.

This article on CNN (@CNN) examines the logos of candidates. “The carefully-crafted designs represent a candidate's brand, attempting to capture a multi-million dollar campaign in a symbol simple enough to fit on a button.”

“Logos are that first handshake with a voter,” said Ty Fujimura (@tyfuji), a graphic designer who blogs about design, including political art. “They provide an initial touch point, so they should express exactly what the candidate wants to be seen as, whether that’s reliable, loyal, honest or perhaps ‘maverick.’”....

Through collaboration and research, designers and campaign staff can spend days shaping their ideal logo, which often gets tweaked along the way to fit a candidate's evolving campaign strategy....

“Logos are the visual interpretation of a campaign personality,” said Vincent Harris (@VincentHarris) of Harris Media (@HarrisMedia), a communications firm. “Everything from the font size of a candidate's name, to the colors on their website, they all define the campaign.”

Read this in full.

Logos and branding strategy are crucial communication elements, no matter what field of endeavor you’re in. Let Somersault (@smrsault) help.

On his blog Social Media Examiner, Michael Stelzner (@smexaminer) explains that authors today have “an amazing advantage” from pre-Internet days, when they’d have to depend on traditional media, long lead times, and mercurial reporters as their only hope for book publicity. Now, he says, “not only are there millions of bloggers whose collective audience is larger and more engaged than that of the traditional press, there are also millions of consumers who are one click away from sharing your work with their friends on Facebook, Twitter, and LinkedIn.”

If you can make it easy for people to share and get excited about your book, you won’t need to spend big bucks or hope you make the list of some old newspaper that no-one really reads anymore.

Here are his 9 suggestions:

1. Embed a Retweet button in a free chapter of the book
2. Create a “Spread the Word” page
3. Design a Facebook photo contest
4. Organize a Top 50 Bloggers promotion
5. Broadcast live videos with experts
6. Add social share buttons
7. Add Facebook Comments
8. Leverage photos on Facebook
9. Create fun videos

Read this in full.

Let Somersault (@smrsault) help you use social media to launch your book. Be sure to use the free SomersaultNOW dashboard for publishers and marketers; especially the Social Media tab.

Chairman of Thomas Nelson Publishers, Michael Hyatt (@MichaelHyatt), shares advice on how to make the most of any interview opportunity:

1. Prepare thoroughly for the interview.

2. Remember that the show is not about you.

3. Understand the audience.

4. Don’t expect the interviewer to have read your book.

5. Be able to explain what your book is about in a few sentences.

6. Listen carefully to the questions.

7. Keep your answers brief and to-the-point.

8. Be energetic and authentic.

9. Don’t become defensive.

10. Refer listeners back to your book.

Read this in full.

Another set of good tips are described in this article, "Five Ways Media Training Can Improve Your Marriage" at Mr. Media Training (@MrMediaTraining). 

Let Somersault (@smrsault) help train you or your authors in ways to make your media appearances more effective.

Hitwise (@Hitwise_UK & @Hitwise_US) believes in the benefits of social media and that Facebook in particular is becoming critical to the success of multi-channel marketing. Leveraging its unique data sets, it’s determined that every new fan retailers acquire on Facebook is worth 20 additional visits to its website over the course of a year. Fans are clearly worth the social media effort.

Read the report in full.

According to Business Insider War Room (@tbi_warroom) Facebook fans and Twitter followers have an avalanche effect. “As hard as it is to get that first handful of followers, thanks to news feeds and retweets, your social media fans can grow exponentially. Plus, users are far more likely to ‘Like’ a page that thousands of other people have already ‘liked.’” It offers tips on how to “get millions of business followers”:

• Use targeted advertising on Facebook
• Pay for fans
• Incentivize clicking “Like” or following on Twitter
• Piggyback off hot-button issues
• Notice trending hashtags
• Target popular tweeters
• Create good content
• Update frequently
• Engage customers’ conversations
• Respond to complaints

Read these in full.

According to an analysis by Ben Elowitz (@elowitz), of Digital Quarters blog, Facebook, online video, and mobile consumption are causing the rest of the Web to shrink. He says in the future brands will need to spend less time on SEO and more time optimizing for Facebook.

Read the analysis in full.

As for Somersault (@smrsault), please Like our Facebook page and follow us on Twitter. Then tell your friends to as well. Thanks!