The Afternoon Report, Wednesday, November 2, 2011

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Wednesday, November 2, 2011

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Listen to Patti LuPone, star of AN EVENING WITH PATTI LUPONE AND MANDY PATINKIN, on WOR Radio’s Joan Hamburg Show • • • Broadway’s @PRISCILLAUS QUEEN OF THE DESERT Chosen For Macy’s Parade • • • VENUS IN FUR star Hugh Dancy is profiled by the AP’s Mark Kennedy (@KennedyTwits) @MTC_NYC • • • @WNYC, @wqxrclassical, and @MTC_NYC present “After Words: VENUS IN FUR” on 11/17 featuring Nina Arianda & Nina Dancy • • • Go Behind the Scenes of Broadway’s STICK FLY! Meet the cast and creative team! • • •

Big Brands Like Facebook, But They Don’t Like to Pay
Wall St. Journal/Technology – BY EMILY STEEL & GEOFFREY a. fOWLER

Everybody wants to be liked. The question for Facebook Inc. is how much advertisers are willing to pay for the opportunity.

The centerpiece of Ford Motor Co.’s online campaign for the 2012 Focus was a free Facebook page hosted by an orange-colored puppet that in a few weeks won over a new, younger audience for the once-stodgy compact.

Ford spokespuppet “Doug” drew crowds to online conversations and videos that starred him clowning around the new Focus. Doug inspired more than 43,000 Facebook users to click “Like,” the icon that broadcasts to friends a thumbs-up approval of a brand or product.

While Ford shelled out an estimated $95 million to advertise the new Focus across a broad range of media, it spent just pennies on the dollar for Facebook ads.

Facebook’s estimated market value, now in the neighborhood of $70 billion, is founded on the belief that companies will spend big to advertise on the site. Facebook’s revenues, which come largely from ads, were $1.6 billion in the first half of this year, up $800 million from a year earlier.

But most of its ads were for small advertisers, such as local businesses and small-scale websites, according to comScore Inc. Facebook is under pressure to grow its advertising on a grand scale, and to snag the sort of big brand names who now drive billions of dollars to TV, radio and print campaigns.

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