Mass Communications Pathfinder

1. CACI Marketing Solutions: http://www.caci.co.uk/msd.html.
2. Adweek includes many articles on AOL (American Online). Look in the A to Z Journal List, which is free to ISU students. Also found in Business Source Complete.
3. Advertising Age: look up in A to Z Journal List. LexisNexis Academic has the longest coverage, then there are three databases that go back to 1992.
4. BPA Worldwide: http://search.bpai.com/.
5. Taylor Nelson Sofres: http://www.tnsglobal.com/market-research/media/. They can provide industry analysis. They do look at the media industry, and I believe that AOL Instant Messenger would fall under this heading.
6. Consumer Reports: Use A to Z Journal List to find it. Oldest data found in LexisNexis = 1988. Business Source Complete = 1991. www.consumerreports.org website works. Show how to search by publication on the Academic Search Complete database.
7. Facebook Ads: http://onlinesocialnetworks.blogspot.com/search/label/Advertising. This blog entry describes a feature for purchasing ads directed at college-age persons and anyone using Facebook. "Called Facebook Ads, the new program is threefold: advertisers can create branded pages, run targeted advertisements, and have access to intelligence and analytics pertaining to the site's more than 50 million users. Partners can participate in all three components of Facebook Ads, or a combination of them.”
“He [Zuckerburg] assured the audience that this will not compromise members' personal privacy in any way. "No direct personally identifiable information is ever shared back with marketers," he explained.”
8. Editor & Publisher: http://www.editorandpublisher.com/eandp/index.jsp. Market Guide which may provide valuable demographic information of the U.S. and Canada.
9. Harris Polls: conduct and Advanced Search. One result: http://www.aboutjunkie.com/paid-surveys/harris-polls.php. They seek to gain input from teenagers. What do they do with that input?
10. Joseph Ostrow: do an advanced Google search with his name in the title. "Setting Effective Frequency Levels", Effective Frequency: The State of the Art. New York: Advertising Research Foundation, Key Issues Workshop, 1982, pp. 89–102
11. Media planning : a practical guide / Jim Surmanek. HF5826.5 .S86 1985 Main Book Collection (2nd Floor).
12. Advertising reach and frequency : maximizing advertising results through effective frequency / Colin McDonald. HF5827 .M19 1996 Main Book Collection (2nd Floor).
13. Marketing information. HF5415.124 .M36 Reference Collection (1st Floor) - NO CHECKOUT Marketing --Information services --United States --Directories.
Marketing research --Information services --United States --Directories.
Advertising --Information services --United States --Directories.
Marketing --Bibliography --Periodicals.
Advertising --Bibliography --Periodicals.
14. Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer. HF5826.5 .K45 2004 Main Book Collection (2nd Floor).
15. The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. HF5826.5 .K38 2003.
16. Anastasia Goodstein: author of Totally Wired: What Teens and Tweens are Really Doing Online. Her blog: http://totallywired.ypulse.com/.
17. Hodgkinson, Tom. “Why you should beware of Facebook.” http://www.theage.com.au/articles/2008/01/18/1200620184398.html. Retrieved 23 January 2008.
18. Video titled “Does what happens in the facebook stay in the facebook: http://albumoftheday.com/facebook/.
19. Media Rating Council includes nearly all of the major television stations in the U.S. http://www.mediaratingcouncil.org/. It appears that they gauge the sizes of television-viewing audiences and their makeup. In their own words: “To secure for the media industry and related users audience measurement services that are valid, reliable and effective.
20. MRI: MediaMark’s Research & Intelligence: http://www.mediamark.com/. The Survey of the American Consumer™ collects information on adult consumers' media choices, product usage, demographics, lifestyle and attitudes. Usage of nearly 6,000 product and service brands across 550 categories are measured, along with the readership of hundreds of magazines and newspapers, Internet usage, TV viewership to the program level, national and local radio listening, Yellow Pages usage and Out-of-Home exposure.
21. MRI Plus: www.mriplus.com. It allows you to register for a free account. Select Top-Line Reports, then choose MRI Cyberstats for a detailed chart showing detailed internet usage statistics. [I’m not sure about how to read these numbers. I believe most of the figures given are percentages.]
22. National Cable Communications [NCC]: http://www.spotcable.com/index.html. If you want to advertise on cable TV, here’s a good place to find out about the networks and where you might want to advertise. They can help you locate the consumers you want to target.
23. Nielsen Media Research: go here to find TV’s top 10 programs of the previous week. They can monitor local, national, cultural, and sporting networks. Site: http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.dce9b586b72c5e9e4a90e91047a062a0/. Also do an Advanced Google search. Limit to English, United States, in the last year, to show 50 results on a page, etc. Result: http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.55dc65b4a7d5adff3f65936147a062a0/?vgnextoid=c663c5e568522110VgnVCM100000ac0a260aRCRD.
24. Hey!Nielsen: http://www.heynielsen.com/. Allows people to rank stars, shows, songs, videos, etc. This social networking site allows individuals to offer their own views on popular media persons and products.
25. Journal of marketing. HF5415.A2 J6 LIBRARY HAS CURRENT SUBSCRIPTION. Periodicals (3rd Floor).
26. Google Search for “nielsen ratings millennials generation Y”:
a. http://www.marketingvox.com/categories/?c=17,50. Home page: http://www.marketingvox.com/. MarketingVOX: The Voice of Online Marketing.
b. New Content for a New Generation: http://www.generatela.com/pdf/Generate_White_Paper.pdf. Gives insights into the world that exists today with many comments pointing at Gen Y and their influence on the Media and advertising practices/trends.
c. The Longtail phenomenon: http://www.thelongtail.com/. Increasingly, people talk about meeting the needs of the scarce or longtail.
27. Pinpointgolf: http://www.pinpointgolf.com/. It can help you advertise in an outdoor setting. Pinpoint Golf is the largest provider of advertising and marketing opportunities at golf courses and golf ranges nationwide.
28. Statistical Abstract of the United States: http://www.census.gov/compendia/statab/. Find demographic information about U.S. citizens and residents, that is by age, sex, race, religion, income, education, etc.
Business Source Complete
1. America AND online AND target AND audience OR aol = 267 results when limited to full text and scholarly articles. Limit to United States. This search did not seem to be very relevant, and it occurred to me that I probably should be looking more for generation Y and marketing to them.
2. (generation AND Y) and (advertising or marketing) = 380 results. Only 326 of these are full-text articles. Narrowing the results to mainly “marketing,” only 84 results come back and again to “Generation Y.” Yes, consider using the word millennials = Gen Y.
a. Generation Yapper. By: Powell, Chris, Marketing Magazine, 11964650, 12/10/2007, Vol. 112, Issue 23.
b. Credit Union Magazine; by Featherstone, Michele. May2007, Vol. 73 Issue 5, p34-37, 4p
c. The why generation. By: Ryan-Segger, Tanya. B&T Weekly, 4/27/2007, Vol. 57 Issue 2606, p22-24, 2p, 1c; (AN 25088146). The article reports on changes in the marketing and advertising strategies of companies in Australia to target the Generation Y segment. John Rash, executive director of Peer Group Media, believes the key difference from Generation X is Generation Y's extreme confidence, awarenes and heightened individuality along with a power shift within the genders.
d. Playing Generation Y at their own game. By: Owen, Sarah-Jane. B&T Weekly, 4/27/2007, Vol. 57 Issue 2606, p24-24, 1/5p, 1c; (AN 25088147) The article reports on the target marketing strategies of advertisers for the Generation Y segment who are well known for its staunch defiance of all things advertising. A Gatorade campaign led by DDB Sydney and Tribal DDB emphasized the need to tell the Gen Y segment not to do something and they will do it. The campaign connected successfully to its audience specifically males aged 16-24.
e. Young Adults Tune In. By: Romano, Allison. Broadcasting & Cable, 6/26/2006, Vol. 136 Issue 26, p19-19, 1/2p; Presents results of a study of Millennials released by Frank N. Magid Associates at the Promax/BDA marketing conference in New York in June 2006. Percentage of Millennials who watch local news; Devices preferred by Millennials over television; Ways television stations can catch the interest and attention of Millennials.
f. Gen Y: Cool, school's most popular and most elusive. B&T Weekly, 5/26/2006, Vol. 56 Issue 2565, special section p14-14, 1p, 2c; The article focuses on the so called Generation Y. Marketers all agree that GenerationY are trendsetters for the rest of the population, and their propensity to spend makes them hot market property. Everyone from telecommunications companies to alcohol producers are doing tbeir best to catch the eye of Generation Y. Expert Peter Sheahan says, it's no longer enough to rely on generational research to build a product campaign targeting the youth market.
g. Catch the Millennials If You Can. By: Seckler, Valerie. WWD: Women's Wear Daily, 1/11/2006, Vol. 191 Issue 7, p10-10, 1p, 1 chart, 1c; The article presents information on marketing to the Millennial generation. As the Millennial market continues to grow in 2006, so does the media. Marketers can use the latest developments in the media to get their message across to the Millennials. Media like television, the Internet and cellular telephones can be tapped to provide information about commercial products.
h. Marketing to moms today requires understanding different generations. By: Linville, Jeff. Home Textiles Today, 7/11/2005 Kids Today Supplement, p20-20, 3/5p. Reports on the need to understand three different generations in marketing products to parents and expectant mothers in the U.S. Combination of Baby Boomers, Gen X and Gen Y in the profile of modern mothers; Description of mothers with ages 40 and above; Influence of the Gen X mothers by a high degree of divorce among their parents;Expectation of the Gen Y consumers to have the second-largest baby boom in the country's history.
i. Gen Y quizzed about on-demand. By: Elkin, Tobi. Advertising Age, 2/24/2003, Vol. 74 Issue 8, p37-37, 1/3p. The article cites key survey findings in the U.S. in 2003 indicating the attitudes of Generation Y, or the 18-to-29-year old market segment, concerning on-demand television. Key issues discussed include strategic alliances between television broadcasting firms, youth marketing and the potential impact of the survey findings on advertising.
j. The kids are alright? By: Bielski, Lauren. ABA Banking Journal, Nov2007, Vol. 99 Issue 11, p46-51, 4p. The article discusses ways to market financial services products offered by banks to the generation Y or the so called echo boomers. According to marketing experts, including Joseph Pine II and James H. Gilmore, today's kids take their cues almost exclusively from friends and celebrities they admire. Sure, ads have to influence somebody to get this process started, but predicting what brands will actually resonate is trickier than ever. So tweens, teens, and 20-somethings are into themselves, above all, as has always been the case. Yet this youth generation has enacted its relative self-absorption in striking ways. In order to bridge indifferences, financial institution clients employ traditional schemes in new wrapping.
3. Generation and (Y or millennials) and internet and usage = 6 results. Just one looked useful. Caught in the Web. By: Lempert, Phil. Progressive Grocer, 9/1/2006, Vol. 85 Issue 12, p18-18, 1p This article reports that the growing Internet usage among consumers have direct implications for the grocery industry. The Internet is a rapidly growing medium of socializing for the Generation Y group. Ninety-one percent of online households use a search engine once a week or more. The technologies available to consumers are also changing the way they shop for food bargains. Several new deals have surfaced that will make online coupons more available to consumers than ever.
4. Generation and (Y or millennials) and (website* or web or site*) and social = 16 results.
a. Social REVOLUTION. (cover story) By: Frauenheim, Ed. Workforce Management, 10/22/2007, Vol. 86 Issue 18, p1-37, 9p The article reports that the online social networking phenomenon has pervaded the workplace. According to experts, the arrival of Generation Y to the workforce means companies have little choice but to adapt to these highly communal, highly wired young workers. However, corporations are not complete strangers to social networking technologies. The major consumer social networking sites, MySpace and Facebook, make it easy to start a workplace group. INSET: STARBUCKS EMPLOYEES CARVE OUT OWN 'SPACE.
b. Setting Their Sites On Generation `Y'. By: Cheng, Kipp. Brandweek, 08/09/99, Vol. 40 Issue 31, p38, 2p. Focuses on the United States advertisers' obsession with Generation Y, also known as teenagers aged 12 to 19. Demographic growth of Generation Y; What is taking advertisers so long to identify and serve Generation Y on the Web; Generation Yers as multitasking people; Teen market on the Web.

5. Generation and (Y or millennials) and (Facebook or Myspace) = 5 results when limited to full text.
6. Facebook.gov. By: Bromley, Sarah E.. Dollars & Sense, Nov/Dec2007 Issue 273, p4-5, 2p. The author discusses the privacy issues involving the social networking Web site, Facebook. The terms-of-service agreement participants must also sign grants Facebook an irrevocable, perpetual, non-exclusive, transferable, fully paid, worldwide license, with the right to sublicense, to use, copy, publicly perform, publicly display, reformat, translate, excerpt, in whole or in part, and distribute such User Content for any purpose, the author noted.
7. ( aol and consumer ) and DE "AMERICA Online Inc." and DE "CONSUMERS" = 12 results
Academic Search Complete
1. Search: facebook + Scholarly Journals + Full-text articles = 12 results
2. Facebook + linked full-text articles = 441. The “Narrow Results by Subject” provides some very interesting subject headings. FACEBOOK Inc.; ONLINE social networks; WEB sites; SOCIAL networks; MYSPACE.COM (Company); ZUCKERBERG, Mark; INTERNET advertising; Social aspects; UNITED States; INTERNET
3. Search: (millennials or Y or net) and generation and (hobb* or interest* or pastime*) Generation Y gets off the couch.
a. New York Amsterdam News, 7/27/2006, Vol. 97 Issue 31, p20-20, 1/3p. The article presents views and opinions of some teens in the United States about what they do in their spare time, other than watching TV. The opinions were gathered in the context of a survey by A. C. Nielson Co. showing that the average U.S. child spends 1,500 hours each year watching TV. Natasha, 16, from Salt Lake City, says she relieves her stress on guitar. Michael Proctor, 16, from New York, likes to play basketball. Diane Link, 12, from Caseville, Utah loves to babysit her neighbors.
b. GOING TO EXTREMES. By: Raymond, Joan. American Demographics, Jun2002, Vol. 24 Issue 6, p28, 3p. Deals with the increase in the number of U.S. citizens interested in extreme sports. Reason for the decision of companies to focus some of their marketing budgets on capturing the generation X and Y male consumers; Decline in the ratings of the 'Monday Night Football' television program; Average audience attracted by the X Games event in 2001.
Mergent Online
1. Search: aol = AOL-LA  this is the Latin American division or break-off of the company. [only one result].
2. Time Warner = 4 results. Time Warner Cable Inc; Time Warner Entertainment Co., L.P.; Time Warner Inc (New); Time Warner Telecom, Inc. The third one here, Time Warner Inc (New), is the one that owns AOL now. Here you can find company financials, a listing of top competitors, recent news items, brief synopsis of the company’s history, and company details, such as contact information, ticker symbol, names of executives, legal counsel, property, joint ventures, long-term debt, etc.
LexisNexis Statistical
1. Search: citizens + Limit to U.S. Regions + Age + U.S. Totals + Annual frequencies =
103 tables with statistics. Choices #7: Table 683. Money Income of People—Selected Characteristics by Income Level: 2003. See the notes and footnotes. At the top in brackets: “Peope as of March 2004 (110,257 represents 110,257,000).” The figures show millions and thousands of persons. Table 251 “Educational Attainment by Selected Characteristics: 1999.
2. Search: employment + Limit to U.S. Regions + Age + U.S. Totals + Annual frequencies = 93 results. First result: Table 216. Educational Attainment by Selected Characteristics: 2005.

LexisNexis Academic
1. generation and (Y or net or millennials) and (hobb* or pastime*) = 326 results. Notice the left-hand side divides the results into linkable categories with the number of result that match each category: Newspapers (265), Magazines & Journals (29), Industry Trade Press (24), Aggregate News Sources (24), Newsletters (10), Scientific Materials (6), News Transcripts (4), Newswires & Press Releases (3), and Unclassified documents (4). Interestingly enough, a box with a plus sign allows you to view from which sources the articles are derives. The Times and Sunday Times (London) has 46 articles that fit this search, and The New York Times has only 14.
a. Totally wireless on campus; Today's young 'digital natives' can't live, or study, without technology. USA TODAY, October 3, 2006 Tuesday, LIFE; Pg. 1D, 1735 words, Sharon Jayson.
b. Teched-up teens plug into future. Herald Sun (Australia), December 18, 2007 Tuesday, NEWS; Pg. 12, 388 words, Fay Burstin, family reporter
c. Secret lives of Generation. Sunday Times (London), February 12, 2006, Sunday, FEATURES; Sport; Pg. 26, 1997 words, James Knight and Katrina Manson
d. Business-savvy kids turn blogs into e-shopping outlets; Piecing together the digital native Last week, we learnt how the generation that was weaned on the tools of the digital age comminicated. This week, Jane Ng looks into how they trade
The Straits Times (Singapore), January 8, 2007 Monday, 1476 words
2. “digital native” and favorite and (tv or television) = 12 results that seem more relevant than the last [above] search
3. "digital natives" and "social networking" = 68 results. Some good results.
a. Friends, fakes and Facebook . Sunday Telegraph (Australia), November 25, 2007 Sunday, FEATURES; Pg. 86, 639 words, SANDRA LEE
b. Dude, where's my audience?; COVER STORY. The Age (Melbourne, Australia), July 26, 2007 Thursday, GREEN GUIDE; Livewire; Pg. 21, 1655 words, Katie Cincotta.
c. Networking through the Net; Where friendships are virtual, networks are global and dates are a click away. The Straits Times (Singapore), January 22, 2007 Monday, 1075 words, Tessa Wong.
d. Portrait of a Blogger: Under 30 and Sociable; Survey Finds Need to Connect With Family and Friends and to Meet New People. The Washington Post, July 20, 2006 Thursday, Financial; D05, 583 words, Kim Hart, Washington Post Staff Writer
e. The Longest Day; Could a class of college students survive without iPods, cellphones, computers and TV from one sunrise to the next?. The Washington Post, August 5, 2007 Sunday, MAGAZINE; Pg. W20, 2274 words, Danna L. Walker.
4. "social networking" and sites and (popular or cool or busy or busiest) = 979 results. Looking at the first few results look promising.
a. Social networkers reach out more with cellphones; As sites like MySpace go mobile, services look for ways to cash in. USA TODAY, November 14, 2007 Wednesday, MONEY; Pg. 7A, 1783 words, Edward C. Baig.
b. Because this is just how big it's become.... The Western Mail, December 20, 2007, Thursday, NEWS; Pg. 11, 443 words, Emma Rowley
c. First friend; Meet Tom. He's extremely wealthy and, if you're under 30, you probably know him very, very well. The Toronto Sun, December 17, 2006 Sunday, NEWS; Pg. 6, 925 words, BY MICHELE MANDEL
d. Social networking, now in your pocket; Online services like MySpace are making the leap from computers to cellphones. The International Herald Tribune, April 28, 2007 Saturday, FINANCE; Pg. 13, 1335 words, Brad Stone and Matt Richtel - The New York Times Media Group.
e. Big Media's Crush on Social Networking . The New York Times, January 21, 2007 Sunday, Section 3; Column 1; Money and Business/Financial Desk; MEDIA FRENZY; Pg. 3, 1189 words, By RICHARD SIKLOS