Freeing TV: Dr. Seuss On Jericho

One day, making tracks in the prairie of Prax, came a North-Going Zax and a South-Going Zax. — from The Zax by Dr. Seuss.

And, well, we all know what happened. Neither Zax would budge in the prairie of Prax, not an inch to the east, not an inch to the west. But the world did not stand still. It grew up around them.

Has the Jericho story turned into a deadlock, with CBS and Jericho fans embraced in an unblinking standoff? Some people might suggest this is the case, but I really don't think so. Not in the least.

If there is any deadlock to be found, it's between the measure of new media and old media, which has put a wrinkle in the compensation model for content creators. Jericho fans just happen to be a large and growing group of people who say the world is more than ready to grow up around this deadlock and remove the TV ratings system.

I won't go so far to say that Nielsen Media Research isn't needed. It is. But what I will point out is that we already know most networks have wanted to expand beyond Nielsen ratings for some time.

Just yesterday in an Associated Press story, Fox executives cautioned against counting American Idol out simply because Nielsen reported that the 30.7 million people who watched Jordin Sparks win last week was a "sharp drop" from the 36.4 million people who watched Taylor Hicks win last year.

Fox said that for the season as a whole, American Idol ratings are about the same when DVR viewing is taken into account. Bravo! That's the same assessment made by Jeff Jensen with Entertainment Weekly, who asked viewers "Are You Killing TV?" His story points out that the way people are watching TV is changing, which is skewing the somewhat flawed and thinly sliced rating system even more.

"Consumers value the ability to manage their time more than ever," said Ted Sarandos, chief content officer of NetFlix to Entertainment Weekly. DVDs and DVRs allow fans to "enjoy a show at their own pace."

Kudos to Jensen for pointing out the obvious. No kudos for Chuck Barney of the Contra Costa Times. He knows the numbers are flawed but went right on ahead with a piece that screams "IT WAS NOT a good year to be a television programmer. New hits were hard to come by and several old favorites lost some of their power to enthrall."

Using Nielsen ratings exclusively, he said "serials have no snap, crackle, and pop ... sitcoms are poison." I'll give him a couple of points on asking producers to practice some gun control before killing off major characters weekly. But, overall, his story only reinforces a myth that TV is in trouble. Not trouble; transition.

Sure, the networks are not doing everything right by flooding the next line-up with six new "nerd" shows, countless reality TV spins, and repackaged crime dramas. But they are hardly doing everything wrong when you look beyond Nielsen numbers.

Mark Harris, also writing for Entertainment Weekly this week, comes close to making a similiar case when he suggests that numbers alone don't make quality movies. Paraphrased: If you care about your customers — the 2 or 5 or 10 million who are passionate about Friday Night Lights or Rescue Me or The Office (he lists more) — they will stay with your show as long as it's good. Their enthusiasms and high standards and judgments may even help, indirectly, to make what you have better.

But what about the money? Please! If you think for a minute that a show like Jericho cannot make money with 8-10 million fans, DVD sales, and future syndication (alone), then you're out of sync with the industry. Jericho has already paid off with a pretty good profit margin. The only real hold up is that networks haven't settled on a "measure" for making decisions in the world of new media.

Yet, finding this magical "measure" isn't even the real challenge (that's easy). The real challenge is making it through the transition.

Sure, I know there's a lot of talk about advertisers, but that's just nonsense. I've written more than once on how advertisers are aleady diverting dollars away from mainstream advertising budgets and toward digital media, social media, and the Internet with increasing fervor. They want some changes made too.

That said, it seems to me that CBS Entertainment, Jericho fans, cast, crew, and every other stakeholder all seem to be on the same side. There doesn't need to be a compromise because all sides want the same thing: a hit show in Jericho and more freedom for TV. And, in the process of saving Jericho, these fans might even find a way to save a few other shows as well.

With Jericho, there exists an opportunity to move beyond old media measures. For me, it's an easy choice but not mine to make. It's all up to CBS. And if they pass on it, while waiting for old media Zax and new media Zax to budge, then the world may grow up around them too.

Feeling Fallout: Nielsen Over Jericho

As more than 21,000 pounds of nuts are bound for CBS offices on two coasts, it only makes sense that Nielsen Media Research, the leading provider of television audience measurement and advertising information services worldwide, is beginning to feel the fallout.

As Jericho cast member Brad Beyer (Stanley Richmond) and Kristin from E! Online spoke Thursday afternoon, he pointed out the obvious:

"We consistently held 8 or 9 million viewers, even going up against Idol, so everyone was really surprised and shocked that we were canceled. You have to move on and let go, but you see all this fan support and you keep that tiny bit of hope in your heart."

But those numbers are Nielsen numbers. And Nielsen numbers are being put under ever-increasing scruntity by, well, everybody. Enough so that Michelle Malkin picked up Find The Boots by Boon Doggie's May 22 story that "went out on a limb" to say that the Save Jericho campaign will change the way old media interacts with the Internet. He's not the only one.

"We were all stunned when we didn't get the second-season pickup, but our fans have completely surprised us. This outpouring of support means the world to the Jericho cast and crew. Knowing that Jericho touches so many people has completely humbled us," Karim Zreik, producer of Jericho, told E! Online. "I don't know what's going to happen next. CBS and Paramount are still weighing their options. We hope to know more by next week."

The fan standpoint is obvious: CBS let us down, but we'll forgive them if they bring the show back. Nielsen let us down, because it does not count everyone. There is nothing to forgive. Ouch.

According to Nielsen, it has been working hard to abandon family diaries (like my family once had), and leverage technology that exceeds current TV audience measurements — stuff that will track everything about consumers, from what movies they like to which ones would rather go to a live ball game than tune in to a show.

The interim step has been trying to install meters on all sorts of devices, ranging from VCRs, DVDs, cable boxes, and modems. But what we may be seeing with a show like Jericho is that the Nielsen family sampling size has grown too thin as the company has made a greater effort to track specific demographics on the front end. As a result, shows like Jericho are not accurately measured and fan passion is not even a factor.

There are currently two selection methods: geographic selection (area probability sampling) in the national sample and larger markets, and randomly-generated telephone numbers (Total Telephone Frame) in smaller markets. And the reality is, especially in smaller markets, only about 2 million people are filling in dairies during "sweeps." (Oh, only about 25,000 meters exist.) So, in essence, what one family watches can influence about 22,000 viewing homes.

Nielsen Media Research says that its ability to answer more and more detailed questions about consumers will shape how the media industry functions in the 21st century.

But today, the company is only employing quantitative "democratic" measures in an increasingly interactive world that demands more qualitative considerations. As someone who understands media placement on the advertising side, it seems clear to me that Nielsen is an important tool in capturing some sort of measure. But it cannot be the only measure.

Sure, I think Nielsen would have been better off, years ago, partnering with cable companies and giving consumers the opportunity to opt in with the Nielsen ratings system, which would have increased the sampling size. But they didn't. And now it seems it is becoming more difficult for one of America's best known research companies to leapfrog to the next system while installing old media meters.

I would be remiss to suggest that CBS Entertainment use Nielsen as the scapegoat for the network's analysis of the data. But it is very clear that measurement mix is no longer just 8-9 million viewers represented by Nielsen families. The data is also about 450,000 viewers online, thousands of iTunes downloads, tons and tons of nuts, and an ad campaign that strikes at the very heart of the network's intelligence.

What does this mean?

Well, if I were Nina Tassaler, president of CBS Entertainment, I would call a press conference on Tuesday morning. Then, standing in front of a mountain of nuts and holding up the Jericho fan ads, I would put on my famous Tassler smile and say ...

"Remember how I once told The Hollywood Reporter that we're all about continuing to build our younger audience while making sure that we hold on to our core audience? Well, we still are. Jericho fans … congratulations! You just made television history and we here at CBS have listened! We look forward to bringing you a second season of Jericho."

Spinning 2.x: Julie Roehm

If the art of spin is part of Julie Roehm's marketing 2.x concept, she's certainly trying to employ it in court. Roehm's defense tactic against Wal-Mart is to exonerate herself by accusing executives at the #1 retailer of ignoring company ethics policy.

She says they accepted trips and gifts from clients and benefited from preferential prices on jewelry and yachts, implying that maybe that makes it okay that she broke the company's ethics policy by accepting gifts from agencies pitching the Wal-Mart account last November and having what seems to have been a heated affair with a subordinate.

According to The New York Times, the filing says "While Wal-Mart asserts that it has policies which prohibit conflicts of interest and the misuse of Wal-Mart assets and opportunities, those policies do not seem to prevent its executives from using both to personal advantage.”

The story is also generating buzz at The Wall Street Journal and CNN Money. Each publisher has a slightly different take on the story, ranging from outlining Roehm's claims in some detail to brushing them off as a weak defense.

It's difficult to tell what the court might think, given this tactic seems to play more to the media than her case. On the quick, it reminds me of a defense similar to one my then 7-year-old son cooked up about a year ago. "Why were you throwing rocks at that house?" I asked. So-and-so "threw rocks at the house first" was his defense. Ho hum.

Since her termination last December, Roehm has fared the worst of the three most cited in this case study. Other than landing a gig at Sports Illustrated, most businesses have given her a lukewarm reception since she filed the wrongful termination case against Wal-Mart. Meanwhile, DraftFCB won K-mart and Wal-Mart stocks are up on the market.

Placing Ads: Jericho Command

Forbes recently ran a pick-up story that called it what we called it days ago: the largest viewer protest in television history. With well over 1,000 registered members at Jericho Rally Point, more than 80,000 petition signatures, and about 19,000 pounds of nuts shipped to CBS by NutsOnline alone, it is quickly becoming the largest social media protest in history.

On Tuesday, the increasingly structured Jericho fanbase is poised to move their message into the mainstream whether news outlets pick up their story or not. They are running a full-page ad in Variety magazine. The advertisement, one of several the fanbase will buy, will drive visitors to Bring Jericho Back, a Web site that includes links to relevant sites and contact numbers at CBS.

The ad, which includes story clips from The Los Angeles Times and WebProNews.com, will be accompanied by a banner on the Variety Web site. But the fans won't stop there. They are already raising money to purchase another ad in The Hollywood Reporter and shopping bigger publications.

Such ads will no doubt rally even more to their cause, helping it reach the tipping point when a movement becomes mainstream. Rumblings across the Internet hint that may happen soon for Jericho. Message board comments on unrelated sites demonstrate people who never watched the show are anxious to join.

"I want to be part of the greatest network protest in history," they say.

While Find The Boots suggests that CBS ride the viral marketing storm a little longer, I remain unconvinced this is a prudent choice for the network. Leaving mainstream media like Newsday with nothing more than rumors that Jericho "might" make next season's fall lineup or be wrapped up in two hour movie only motivates the Jericho fan base.

The longer CBS waits to respond with anything definitive, the more likely it will have to address its decision to a mob of angry fans outside CBS headquarters. In such a scenario, competing stations would have no choice but to cover the story, solidifying CBS Entertainment President Nina Tassler's call to cancel the show as the worst decision in network history (even if she reverses it). Such a label would be unforgettable, given that the public tends to be unforgiving of executives who respond too little, too late.

Sure, some people think I'm giving too much credit to the fans; even one of my best "social media" friends said I was nuts to give the Jericho story so much attention. I disagree, but only because I have the advantage of understanding what this might mean.

Having had contact with one of the two Jericho fan base leaders, I'm convinced things will get worse before they get better unless CBS comes to the table soon. The once makeshift fanbase has developed into a well-structured movement with two leaders, 10 commanders, several dozen lieutenants, and thousands of fans. In the last few days, they've added international commanders as well.

The two leaders have taken time off from work, dedicating almost 18 hours per day to the cause. The rest of the command base dedicates anywhere from 4-12 hours a day, every day. Most of them meet on the CBS Jericho forums, which demonstrates how once a network creates a social community, it's not easy to undo.

Since the beginning, they've also picked up several members with lobbying backgrounds and marketing knowledge. And, they are occasionally given tips from members of the media, like Jericho fan and popular BlogTalkRadio personality Shaun O'Mac. In fact, the NUTS campaign origination is credited to his first show covering the story.

According to Schumi07, one of the two designated command leaders for Jericho fans at Jericho Lives, the NUTS campaign means much more than a historic viral marketing effort. It represents "millions of uncounted fans that the Nielsen ratings system does not accurately represent."

It also reveals how much heart these fans really have. When asked what was the biggest surprise since the campaign began, Schumi07 mentioned several, including her rise to a leadership position.

"I'm surprised I'm one of the two leaders because I just wanted my TV show back ... I can't speak for everyone, but the entire core command probably feels the same. None of us have never fought for a TV show before," said Schumi07. "The other surprise is that Nina Tassler responded to our campaign within 48 hours. We know Nina Tassler likes the show."

Schumi07 added that she is most amazed by the dedication of the command group and the fans. Even on iTunes, they are winning. After a single request, the season finale of Jericho moved from 87 to 43. When she looked this morning, it had climbed, and continues to climb, even higher.

Still wondering why I find this fascinating? Jericho fans have raised the bar on social media mobilization. So if you're in business, it's something worth watching because next time it might not be a show that customers decide to stand behind.

Making Memes: Thinking Blogger

I have to admit that I've never been one to swim in the sea of memes, but when this one came from Sleeping Kitten - Dancing Dog! by Theresa Hall, I was honored. Hall is one of the nicest bloggers I've stumbled across in the world of social media. So I accept the honor.

Besides, what's not to like about about the Thinking Blogger award? It was started by The Thinking Blogger earlier this year after he noted: Too many blogs, not enough thoughts!

Well, finding blogs with thoughts is easy to do when you know where to look. Here are five thinking blogs, some that I've mentioned before (and a couple new ones):

The Recruiting Animal. Love him or hate him, he'll make you think.

Media Orchard by the Idea Grove (Scott Baradell) always makes communicators think twice (his 10 Dumb Things That Smart Communicators Do is a classic!).

The Buzz Bin. There is no doubt that Geoff Livingston's blog is one to watch. His Great Blogs of Fire! posts always include pointed picks.

Find The Boots by BoonDoggie recently rounded out some CBS "errors" in handling the Jericho fan movement. I haven't bought into every thought, but his recent post (and others) gave us pause to think.

David Airy is a recent Blogcatalog find of mine that makes design worth thinking about.

So there you have it. Five thinking blogs. All with real merit.

If I were going to give an honorable mention, I might have included Nina Tassler (if she had a blog). Not for blogging as much as it might inspire her to give Jericho some second thoughts. The total nut count is closing in on 15,000 pounds. And that's just from one store.

So now that these five fine folks have been added, they can accept by choosing to participate. It's easy ... just cut and paste the rules:

Congratulations, you won a

If you choose to participate, please make sure you pass this list of rules to the blogs you are tagging.

The participation rules are simple:

1. If, and only if, you get tagged, write a post with links to 5 blogs that make you think,
2. Link to this post so that people can easily find the exact origin of the meme,
3. Optional: Proudly display the 'Thinking Blogger Award' with a link to the post that you wrote (here is an alternative silver version if gold doesn't fit your blog).

That is the thinking blogger's meme. Just please remember to only tag blogs with real merits, i.e. relative content, and above all - blogs that really get you thinking!

Remembering Jericho: Back Lot Projects

Rarely have I have worked on a communication case study for the Copywrite, Ink. blog that so clearly galvanizes an audience as the CBS cancellation of Jericho. Sure, we’ve covered a few under-reported stories that have caught the attention of hundreds of readers; some who stay on long after the specific story fades into obscurity. But the CBS Jericho story does not attract hundreds. It attracts thousands. It does not seem to be fade away, but rather grows stronger every day.

As Jericho fans have taken to publicizing our case study in social media and crisis communication, we’ve covered it on more consecutive days than any other topic. Why? Analytics alone demonstrate the value of this very smart audience. They read long, deep, and come from all over the nation (and world). Some have even taken to searching past communication posts, looking for ideas.

I’m not the only place they are looking. While I have not verified these facts, Jericho-On-CBS has published some startling numbers: Jericho was the most watched show for CBS online (450,000 hits a week); Jericho delivered the highest rating in a Wednesday time slot in seven years; and Jericho frequently beat the competition in its time slot despite going up against some tough contenders. (This does not even consider how many fans watched reality shows like American Idol live and then saved Jericho on their DVRs for later.)

If all this is true, then CBS Entertainment made a mistake claiming that the show had lost steam based on ratings. It seems more likely that Jericho simply didn’t fit into CBS’s new fall line-up, purported to be hipper and edgier than past efforts. From a branding standpoint (before the backlash), it makes sense. But from a customer-centric standpoint (after the backlash), it does not.

In some ways, I appreciate where CBS might have been coming from. Some of our colleagues and online associates have cautioned me (using my own words in fact) that quantitative measures (number of visitors) should not overshadow qualitative measures (number of prospects or regular reders). In other words, they’re wondering when I might get back to a broader mix of topics. I have something else planned for tomorrow, but I just don’t know. If something breaks on Jericho, then Jericho is it. Yes, again.

You see, as I learn more about the Jericho fans, they continue to amaze me in how well they’ve come together. One said I made them sound like geniuses, recognizing that public relations professionals and political consultants might be envious of their efforts. Sure, I know in many cases these fans stumbled unto some of it, but that’s just part of the American way. We stumble upon lots of things. More to the point, however, I like to believe that imagination is more important than knowledge and this case study might prove it.

CBS is using its knowledge to justify canceling the show. The fans are using their imagination to save it. The huge volume of orders for nuts, 9,000 pounds at last count, is only a sliver of the number of nuts sent as social media has embraced this story along with a growing number of mainstream media outlets, especially dailies, entertainment weeklies, and local CBS affiliates.

Given this news, I’m putting more even faith in the fans of Jericho, even if CBS has yet to realize it might do the same. Last night, after deadlines were met, my team put together the “Remember Jericho” image as a thank you to all the fans who have popularized our case study. And, we’ve added it to a few T-shirts in our almost-ready-for-primetime online merchandise store.

As a thank you to the fans, especially Jericho Lives and Jericho Rally Point, and to ensure I remain an communication observer (my family and many team members are big fans of the show; they are the ones who encouraged me to write about it to begin with), any proceeds beyond the base price set by Cafepress.com will be donated to the NUTS campaign. If the campaign should end, then we’ll donate it to an appropriate charity. I don’t want to detract from the funding efforts of our campaign elements nor do I want to want to make money on their efforts. (If I release a book by year’s end as planned, you can always consider that instead, as the Jericho story will be included).

The link to the Jericho T-shirts is at Back Lot Projects. Just a few tidbits about the shirt: it’s an adaptation of a vintage World War II war bonds poster, which we thought was fitting with Memorial Day almost weekend upon us and the all the patriotism that seems to surround the show. The ‘Remember Jericho 07’ line plays off another historic rally cry in American history (Remember the Alamo). But besides all that, it was fun to make.

In closing, if not every future post is Jericho focused, keep in mind that we track case studies for a long time, so there will always be another post unless we close it out. We’ll also keep adding updates in the comments. In the interim, if you are a fan and like the image, feel free to use it for non-commercial purposes.

Until then, good luck! And, what else? NUTS!