OTW Fannews: Profiles in Marketing

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  • An increasing number of companies are marketing toward girls and women in tech, but not every attempt to capitalise on the trend is well-executed. NPR covered widespread criticism of Mattel’s Barbie: I Can Be A Computer Engineer. “‘It starts so promising; Barbie is designing a game to show kids how computers work,’ said Ribon. […] Brian and Steven take over — and, at the end of the day, Barbie takes credit for the boys’ work.” OTW Legal staffer Casey Fiesler, whose feminist remix went viral and was featured in the NPR story, took to her own blog to explain why non-commercial remix is allowed under US copyright law. “It is so amazing how many people care about representation of women in computing, and I’m thrilled and humbled that something I created helped to expand this conversation. I wrote a piece for Slate about the process and the ideas behind Barbie, Remixed, but something I wanted to discuss in more detail was the act of remix itself rather than the critique behind it.”
  • TribLIVE reported on a new TV network focused on fandom. “When Pop, a cable network most people probably refer to as TVGN, launches Jan. 14, it will do so with programs that celebrate the continuing ability of such, well, institutions, as New Kids On the Block and ‘Everybody Loves Raymond’ to cut a swath through popular culture.”
  • UK site YouGov researches audiences to determine the characteristics of people with particular interests or fandoms. By using their profiler you could discover that Good Omens fans are more likely to be 40-59 year old males who work in IT, are left leading when it comes to politics, and also are fans of John Barrowman, Stephen Fry, James May, Nathan Fillion and Patrick Moore.
  • The publishing industry is among those wanting to target fans, and a recent conference on the children’s book trade included a panel on fanfiction. Meanwhile Wikia is declaring itself “the ultimate source for powerful and relevant pop culture, entertainment and game expertise” and is producing a video series on fandom in 2014 along with Disney’s Maker Studios. The idea is to create amateur/professional partnerships. “The partnership has already resulted in some quirky combinations, including one pairing of a devotee of the AMC period drama Mad Men with the creator of the Drinks Made Easy YouTube channel. ‘We hope to continue to define projects that allow for creators and super fans to come together and be in the spotlight.'”

What marketing efforts utilizing fans have you spotted? Write about them in Fanlore! Contributions are welcome from all fans.

We want your suggestions! If you know of an essay, video, article, podcast, or link you think we should know about, comment on the most recent OTW Fannews post. Links are welcome in all languages! Submitting a link doesn’t guarantee that it will be included in a Fannews post, and inclusion of a link doesn’t mean that it is endorsed by the OTW.