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Branded Storytelling Online

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In the past three years, it seems "Make me a branded web series" has become the new "Make me a viral video" for marketers, with brands as varied as Ikea, Procter & Gamble, Toyota, Kraft Philadelphia Cream Cheese and even Poise incontinence pads all trying their hands at branded storytelling online. But as these webisodes clamor to find audiences in increasingly fragmented numbers, a larger metric for success pervades: Did they actually deliver on the hoped-for ROI for the brand?
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Politicians Pony Up for Paid Online-Ad Plans

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As a swell of sharp retorts and pithy slogans deluge the electorate in time for the midterms, political strategists all over the country will be taking a page out of Scott Brown's online playbook. As the GOP candidate who upset Democrats for Ted Kennedy's vacant senate seat this past January, Sen. Brown proved how an aggressive, sophisticated -- and paid -- online-media strategy could help an upstart conservative win in liberal Massachusetts.

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Apple Hardware Exec Falls on Sword

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Don't let the antennagate hit you on your way out.The Apple hardware exec reportedly responsible for the iPhone 4's much-maligned and equally much-defended antenna design has left One Infinite Loop.Don't, however, jump to the conclusion that Mark Papermaster is a victim of the iPhone 4 "antennagate" debacle. Remember, in his press conference of July 16 — an event from which Papermaster was conspicuouly absent — CEO Steve Jobs assured us all that "There is no antennagate."
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Newspapers: The Decline Continues

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The annual study of the impact of the Internet on Americans by the Center for the Digital Future has identified a range of findings that illustrate the continuing decline of American daily print newspapers.

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Survey: Nobody Would Pay to Use Twitter

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Millions of Americans use Twitter -- just don't ask any of them to pay for it. The annual study of the impact of the Internet on Americans by the Center for the Digital Future found that 49 percent of Internet users said they have used free micro-blogs such as Twitter.

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Spike Santee

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