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The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" media—such as television commercials and print advertisements—still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create "earned" media by willingly promoting it to friends, and a company may leverage "owned" media by sending e-mail alerts about products and sales to customers registered with its Web site.【F1】The way consumers now approach the process of making purchase decisions means that marketing"s impact stems from a broad range of factors beyond conventional paid media.Paid and owned media are controlled by marketers promoting their own products. For earned media , such marketers act as the initiator for users" responses. But in some cases, one marketer"s owned media become another marketer"s paid media—for instance, when an e-commerce retailer sells ad space on its Web site.【F2】We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.This trend, which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products.【F3】Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies" marketing, and may help expand user traffic for all companies concerned.【F4】The same dramatic technological changes that have provided marketers with more(and more diverse)communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways.Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.【F5】If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk.In such a case, the company"s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg. 【F1】

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The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" media—such as television commercials and print advertisements—still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create "earned" media by willingly promoting it to friends, and a company may leverage "owned" media by sending e-mail alerts about products and sales to customers registered with its Web site.【F1】The way consumers now approach the process of making purchase decisions means that marketing"s impact stems from a broad range of factors beyond conventional paid media.Paid and owned media are controlled by marketers promoting their own products. For earned media , such marketers act as the initiator for users" responses. But in some cases, one marketer"s owned media become another marketer"s paid media—for instance, when an e-commerce retailer sells ad space on its Web site.【F2】We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.This trend, which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products.【F3】Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies" marketing, and may help expand user traffic for all companies concerned.【F4】The same dramatic technological changes that have provided marketers with more(and more diverse)communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways.Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.【F5】If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk.In such a case, the company"s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg. 【F2】

【F1】During the past generation, the American middle-class family that once could count on hard work and fair play to keep itself financially secure has been transformed by economic risk and new realities.Now a pink slip, a bad diagnosis, or a disappearing spouse can reduce a family from solidly middle class to newly poor in a few months.In just one generation, millions of mothers have gone to work, transforming basic family economics. Scholars, policymakers, and critics of all stripes have debated the social implications of these changes, but few have looked at the side effect: family risk has risen as well. Today"s families have budgeted to the limits of their new two-paycheck status.【F2】As a result, they have lost the parachute they once had in times of financial setback—a back-up earner(usually Mom)who could go into the workforce if the primary earner got laid off or fell sick.This "added-worker effect" could support the safety net offered by unemployment insurance or disability insurance to help families weather bad times. But today, a disruption to family fortunes can no longer be made up with extra income from an otherwise-stay-at-home partner.During the same period, families have been asked to absorb much more risk in their retirement income.【F3】Steelworkers, airline employees, and now those in the auto industry are joining millions of families who must worry about interest rates, stock market fluctuation, and the harsh reality that they may outlive their retirement money.For much of the past year, President Bush campaigned to move Social Security to a saving-account model, with retirees trading much or all of their guaranteed payments for payments depending on investment returns. For younger families, the picture is not any better. Both the absolute cost of healthcare and the share of it borne by families have risen—and newly fashionable health-savings plans are spreading from legislative halls to Wal-Mart workers, with much higher deductibles and a large new dose of investment risk for families" future healthcare.【F4】Even demographics are working against the middle class family, as the odds of having a weak elderly parent—and all the attendant need for physical and financial assistance—have jumped eightfold in just one generation.【F5】From the middle-class family perspective, much of this, understandably, looks far less like an opportunity to exercise more financial responsibility, and a good deal more like a frightening acceleration of the wholesale shift of financial risk onto their already overburdened shoulders.The financial fallout has begun, and the political fallout may not be far behind. 【F4】

【F1】This is supposed to be an enlightened age, but you wouldn"t think so if only you could hear what the average man thinks of the average woman.Women won their independence years ago. After a long, bitter struggle, they now enjoy the same educational opportunities as men in most parts of the world. They have proved repeatedly that they are equal and often superior to men in almost every field. The hard-fought battle for recognition has been won, but it is through no means over.【F2】It is men, not women who still carry on the sex war because their attitude remains basically hostile, even in the most progressive societies, women continue to be regarded as second-rate citizens.To hear some men talk, you"d think that women belonged to a different species!On the surface, the comments made through men about women"s abilities seem light-hearted. The same tired jokes about women drivers are repeated day in and day out. This apparent light hearted ness does not conceal the real contempt that men feel for women. However much men sneer at women, their claims to superiority are not borne out through statistics. Let"s consider the matter of driving, for instance. We all know that women cause far fewer accidents than men. They are too conscientious and responsible to drive like maniacs. But this is a minor quibble. Women have succeeded in any job you care to name.【F3】As politicians, soldiers, doctors, factory hands, university professors, farmers, company directors, lawyers, bus-conductors, scientists and presidents of countries they have often put men to shame.And we must remember that they frequently succeed brilliantly in all these fields in addition to bearing and rearing children.Yet men go on maintaining the fiction that there are many jobs women can not do.【F4】Top level political negotiation between countries, business and banking are almost entirely controlled through men, who jealously guard their so-called "rights".Even in otherwise enlightened places like Switzerland women haven teven been given the vote. This situation is preposterous!The truth is that men cling to their supremacy because of their basic inferiority complex. They shun real competition. They know in their hearts that women are superior and they are afraid of being beaten at their own game. One of the most important tasks in the world is to achieve peace between the nations.【F5】You can be sure that if only women were allowed to sit round the conference table, they would succeed brilliantly, as they always do, where men have failed for centuries. 【F2】

【F1】This is supposed to be an enlightened age, but you wouldn"t think so if only you could hear what the average man thinks of the average woman.Women won their independence years ago. After a long, bitter struggle, they now enjoy the same educational opportunities as men in most parts of the world. They have proved repeatedly that they are equal and often superior to men in almost every field. The hard-fought battle for recognition has been won, but it is through no means over.【F2】It is men, not women who still carry on the sex war because their attitude remains basically hostile, even in the most progressive societies, women continue to be regarded as second-rate citizens.To hear some men talk, you"d think that women belonged to a different species!On the surface, the comments made through men about women"s abilities seem light-hearted. The same tired jokes about women drivers are repeated day in and day out. This apparent light hearted ness does not conceal the real contempt that men feel for women. However much men sneer at women, their claims to superiority are not borne out through statistics. Let"s consider the matter of driving, for instance. We all know that women cause far fewer accidents than men. They are too conscientious and responsible to drive like maniacs. But this is a minor quibble. Women have succeeded in any job you care to name.【F3】As politicians, soldiers, doctors, factory hands, university professors, farmers, company directors, lawyers, bus-conductors, scientists and presidents of countries they have often put men to shame.And we must remember that they frequently succeed brilliantly in all these fields in addition to bearing and rearing children.Yet men go on maintaining the fiction that there are many jobs women can not do.【F4】Top level political negotiation between countries, business and banking are almost entirely controlled through men, who jealously guard their so-called "rights".Even in otherwise enlightened places like Switzerland women haven teven been given the vote. This situation is preposterous!The truth is that men cling to their supremacy because of their basic inferiority complex. They shun real competition. They know in their hearts that women are superior and they are afraid of being beaten at their own game. One of the most important tasks in the world is to achieve peace between the nations.【F5】You can be sure that if only women were allowed to sit round the conference table, they would succeed brilliantly, as they always do, where men have failed for centuries. 【F3】