Alpha Moms leap to top of trendsetters
There may be moments in Constance Van Flandern's Day...

when she's got a BlackBerry in one hand and one of her two kids in the other.That is her Alpha Mom moment. She ought to know: She created the label to describe moms such as herself.
New Tack: Mini Programs in Ad Breaks
Fox to Run Vignettes As Way to Keep Viewers During Commercials

TV networks have long driven viewers crazy by interrupting their favorite shows with bunches of commercials. Now, to entice audiences, one network will try the opposite tack: interrupting its commercial breaks with tiny snippets of programming.
Check your e-mail — before you hit send
Find out what you should be sending

Two years ago, at a non-working lunch, Shipley, 44, deputy editorial page editor of The New York Times, and Schwalbe, 45, editor in chief of Hyperion Books, who are longtime friends, started gripping about email, including miscues they had made themselves.
Reebok debuts social-networking site
with Run Easy campaign

Athletic company Reebok is reaching out to customers directly with a new interactive Web site as part of its “Run Easy” campaign.
Yaffe Direct rolls out Advercasting™ program.

Welcome to the digital age of direct marketing. Several Yaffe Group clients are launching a new Advercasting™ email program this month.

The program was created by combining the database management and direct response expertise of Yaffe Direct with the new media skills of the Yaffe Group’s new digital media department.

Each Advercasting™ email consists of an email promotion sent to a select list of customers offering special, limited time savings. The email invites the customer to watch an interesting video that ties into the promotion, but is not a commercial.

The video is the hook to create consumer involvement. Once they’ve clicked on the watch video button, they are taken to a micro site that allows them to watch the video and then shop the merchandise that was featured in the video. From there they can go to the company’s main website or print the special offer and bring it into the store.

“It’s fun for the customer who receives it,” says Mike McClure, Executive Creative Director, “because it’s unlike anything they’ve seen from this company before. And it’s fun for us, because we’re creating high energy, fun web videos that allow us to stretch our creative muscles a bit.”

Two Yaffe clients launch the Advercasting™ campaign this month. Another client starts the program next month. More clients are in the process of signing on for this powerful new direct response program. Call Mike Morawski for more information.