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Monday, November 08, 2004

Marketing music to teens via P&G

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We couldn’t find the time to phone most-quoted Bob Thompson at Syracuse University, so weren’t not entirely sure exactly how many marketing efforts reach today’s young people each year. But record label EMI is enlisting the help of we-spend-more-on-advertising-than-any-other-company Proctor & Gamble to push new talent. Through a network of teens (and, we hope, our favorite demographic: tweens), P&G will send off promo CDs, stickers, tschotkes and the like to the 200,000 members of Tremor, the company operating the network. (Yes, we’re also confused about why P&G is even involved, playing middleman.) It’s an effort certain to cost millions – when any mall rat will freely advise a record label that its new artist signed to a seven-figure deal has no cred.



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