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THE NEWS

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Wall Street Journal

Martha's Deal Miffs Macy'sSale of Stewart Stake to Penney Leads Rival to Review Changes to Its Stores' Line

Martha Stewart's deal with J.C. Penney Co. could well get her company into hot water

with Macy's Inc.

The media and merchandising company raised $38.5 million by selling a stake to Penney

and providing two board seats, a deal that could help the department-store chain's new

chief, Ron Johnson, shape up his struggling housewares business.

But it appears to have annoyed Macy's, which has sold an exclusive Martha Stewart line

since 2007. In a statement Wednesday, Macy's said it will review its Martha Stewart

product line for "potential changes" in light of "the proliferation of Martha Stewart-branded

product in the marketplace."

The spat has broader significance for all three companies. Penney and Macy's each rely

heavily on home goods to drive traffic and sales at their stores, and merchandising is a

key source of profits at Martha Stewart Living Omnimedia Inc.

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AdageHeineken Strikes Deal With Facebook'Consequential' New Pact Is for Consulting, Product AccessFacebook and Heineken are joining forces in a new global deal in which the brewer will pay for

consulting and early access to new products, Heineken said today.

The agreement, which follows a more than $10 million deal the social network struck this year with

liquor giant Diageo, comes as Facebook seeks to cozy up with big advertisers in advance of its IPO.

The Heineken deal begins Jan. 1, but the brewer was vague on other terms. It declined to specify the

length or dollar value of the arrangement, saying only that it was "consequential." Facebook referred

inquiries to Heineken. (The Diageo deal involved a commitment to buy Facebook ads.)

"Through this agreement, Facebook will provide Heineken with a global marketing platform that

reaches millions of people as well as access to Facebook's deep expertise in building long-term

relationships between brands and their audiences," Heineken said in a statement. "The collaboration

also provides Heineken with access to Facebook's latest products." The deal is nonexclusive,

presumably meaning that nothing stops other brewers from striking similar arrangements. (Indeed,

Diageo sells Guinness beer.


Wall Street Journal

Green Bay's Hottest StockPackers Offer Shares; No Dividends, but a Home-Field Edge

As stock investments go, the Green Bay Packers' latest $62.5 million offering isn't very good. It

pays no dividends, can only be transferred to family and can't appreciate in value.

But that hasn't stopped the rabid fans of the National Football League's only undefeated team

from paying $250 a share for the first Packers offering since 1997.

The Packers need $143 million to expand their stadium, Lambeau Field. And they are calling on

the offering-the squad's fourth in 92 years-to help finance the addition of 6,700 seats. The project

will make Lambeau Field the fourth-largest stadium in the league.

The team, which is structured as a Wisconsin nonprofit, is selling 250,000 shares in the initial

sale, with authority to offer as many as 888,000 shares.

When the offering opened at 8 a.m. Tuesday, the Packers sold 1,600 shares in the first 11

minutes. And by the time the offering closes on Feb. 29, the team hopes to have sold $22 million

worth, according to Mark Murphy, the Packers president and chief executive.


New York Times

Quadrennial Effect Could Make '12 a Very Good Year

It sounds like the title of a thriller by Robert Ludlum: "The Quadrennial Effect." Actually, it is

something that may make 2012 less of a nail-biter for media and advertising companies.

The fact that several events that happen every four years will take place next year will stimulate the

media and ad industries, leading forecasters said on Monday, offsetting the detrimental effects of

the European debt crisis.

Events on the 2012 calendar likely to encourage more ad spending than this year include the

United States presidential and Congressional elections, the Summer Olympic Games and the

European Football (soccer) Championship. Another stimulus could come from Asia, the forecasters

said, as the Japanese and Thai economies recover from natural disasters.

"The strongest-ever quadrennial effect" is likely next year, said Vincent Létang, executive vice

president and director for global forecasting at the Magnaglobal unit of Mediabrands, part of the

Interpublic Group of Companies.

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MIKE’STOP 5



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Consumers only spend 5% of their time online searching and the other 95% of their time at their destination.


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The more information you ask from a consumer, the less response you get.


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OUT-OF-HOME






Take the plunge -- just not where you expect. To promote its new line of ultimate plunge bras, Wonderbra launched a stunt in London yesterday which invited fans to bungee jump down a projected image of model Adriana Cernanova -- right into her cleavage.

The three fans that were invited to take the plunge were were picked through an online competition to jump off the crane. They were all ladies, presumably because having men do this may just cross the line.


SOCIALMEDIA

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VIRALVIDEO


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Pizza Friday is Numantra’s weekly venue for reviewing the

latest news, innovations and accomplishments taking place in our industry and the world at large.

Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an

impact in today’s marketplace.

So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketing

braintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born.

Find out what Numantra can do for you.

Visit numantra.com for more information.


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Pizza Friday 190

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