Google’s Latest Move, If
Successful, Will Change TV Advertising Game
Google has cut
a deal with Nielsen (the dominant TV-ratings company in the U.S.)
that will give the search company access to demographic data for ad
targeting. According to Reuters, “Google will combine the data it
receives from television set top-boxes, with information that
Nielsen provides on viewers by gender and age.”
that the additional layer of targeting will make its TV advertising
sales package even more effective for aiming marketing messages at
the people most likely to respond. The company presently has access
to a relatively small part of the country’s ad inventory...about 14
million homes, through a deal with EchoStar.
Nielsen data to its current ad target system, which is used
primarily on the Internet, is likely to make network TV executives
and sales organizations a bit tense. If the system works well, it
could take both the marketing and the pricing of inventory out of
the “hands” that traditionally control it. In other words, Google
could destroy a system for selling TV ads which has been in place
It may not
matter that networks and cable systems do not want Google to take
away their roles as middlemen. If the new system works, they are out
of luck...and time.
New Advertising Venue Quite “Handy”
Most of us have
experienced the process of having one’s hand stamped for the purpose
of proving one has paid for entrance to a particular venue. An
entrepreneurial Southern Californian, Mike Brown of Costa Mesa, took
the concept a step further with the idea of using hand-stamps for
advertising products or services.
stamping a date or picture on people’s hands, he proposes using an
ad...aimed at the audience wearing the stamped image. Brown’s
company, Handvertising USA, will manufacturer the stamp and
advertisers must buy a minimum of one month campaigns. The revenue
is split between Handvertising and the location.
It doesn’t take
much imagination to list the events which use hand stamping (swap
meets, fairs, concerts, clubs) so that customers can leave and
re-enter without any hassle.
information go to
FCC Chief Aims To Loosen Media Ownership
chairman of the Federal Communications Commission (FCC), is seeking
to ease the current limits on television and newspaper ownership.
(The current rule bans a company from owning both a newspaper and a
broadcast outlet in the same city.)
This could be
good news for larger corporations like News Corp. and the Tribune,
which are seeking television networks and newspapers in the same
market. Martin has scheduled a Dec. 18 vote on the proposal.
meantime, the FCC will look into loosening the restrictions on the
number of television and radio stations a company could own in the
same city. This is, of course, great news for the large media
because members of the Senate’s Commerce Committee are worried about
a “firestorm of protest” in Congress, Senator Daniel Inouye (D-HI),
who chairs the committee, has agreed to schedule a hearing on media
ownership before Dec. 18 to discuss concerns.
Yes, We Have Them All For You. . .
answer to the e-mails we receive regarding the question, “Is it
possible to read the back issues of the Tuesday Report?”
down to the bottom of the current report you are reading and you
will see our “Archive Section,” which covers issues going all the
way back to September 7, 1999.
Industry Captains Exploring
Growth, Innovation, Green Issues
Global Entrepolis Singapore 2007 (GES 2007) has
unveiled the agenda for its anchor conference, Captains of Industry.
This year's line up includes business leaders and innovators from
high-profile businesses worldwide such as Google, World Bank, BMW,
Phillips Electronics, and Motorola.
Senior executives from these organizations will
speak on three topics that have been of global impact recently -
Growth, Climate Change and Innovation. The Captains of Industry
Conference presents the ideal platform for the exchange of knowledge
and experiences with attending C-level executives and senior
business managers across various industries.
GES 2007 is organized by Zenith Events
Management and co-presented by the Singapore Business Federation and
the Singapore Economic Development Board. The Captains of Industry
Conference will be held on the 13th and 14th of November 2007.
representatives from the International Reciprocal Trade Association
(IRTA) attended the conference.
For more information visit
Update On Third-Party Record Keeping For Barter Exchanges
following is an open letter to
BarterNews from Ron Whitney, IRTA
Executive Director. He was appointed by the IRS to serve on the
IRPAC representing the interest of the commercial barter industry.)
Last week IRPAC
(Information Reporting Program Advisory Committee) rolled out their
report to the IRS which included various suggestions as to tax
changes for small and large businesses, as well as issues related to
individual taxpayers. The full report is attached. (See below.)
I am pleased to
report that IRPAC did embrace the barter industry's non-matching
TIN/back-up withholding issue, and that section is listed below for
Executive Director, IRTA
Barter Exchange Backup Withholding and B-Notice Requirements For
Exchanges are defined as third-party record keepers under The Tax
Equity and Fiscal Responsibility Act of 1982 (TEFRA) and are grouped
together with financial brokerage companies for purposes of Form
1099-B reporting and subsequent B-Notice solicitation requirements
for name-TIN mismatches.
certain exceptions, Section 3406 requires that B-Notice form letters
be sent to payees appearing on the CP2100/2100-A. The language in
the B-Notice specifically states that “the law requires us to backup
withhold on interest, dividends, and certain other payments that we
make to your account.”
Exchanges are unable to comply with the backup withholding
requirements of Section 3406 because they are not in possession or
control of any cash accounts for their clients. Barter Exchanges
only control barter/trade accounts which hold “trade dollars,” not
the backup withholding language of the B-Notice makes an assertion
that withholding may occur, when it is impossible for Barter
Exchanges to backup withhold, as a matter of fact. Barter Exchanges
are then subject to 972CG penalties for the name-TIN mismatches.
In order to
argue successfully for waiver of the penalty, payers must establish,
pursuant to Section 6724, reasonable cause for the failures
referenced on the Notice 972CG. In order to establish reasonable
cause, payers must explain the manner in which they satisfactorily
met the B-Notice solicitation requirements.
Exchanges are able to send the appropriate B-Notices, they are
unable to effect backup withholding on the accounts of any
recipients who fail to respond. Often, this practice results in a
denial of the waiver request, even though all other reasonable cause
requirements are met.
Barter Exchanges must then pursue the appeals process for the denial
of the penalty waiver, an undue hardship that results simply from
the Barter Exchanges’ inability to effect backup withholding on
several methods of alleviating the problem including increased
barter industry education, the creation of a revised B-Notice that
would be specific to barter exchanges, or legislation to exempt
barter exchanges from backup withholding for name-TIN mismatches.
recommend that the IRS educate the barter industry on the Form W-9
solicitation and Section 3406 backup withholding requirements
through outreach programs that will be effective to reduce 972CG
penalties in the future.
request that the language in the current B-Notice be amended to
provide language that would be more pertinent to the barter
industry. This recommendation could be accomplished by adding the
words “to the extent feasible” before the words “the law requires us
to backup withhold.” If modifications to current B-Notices are not
possible, we recommend the creation of a B-Notice specific to Barter
Exchanges that includes the aforementioned language.
suggest that Section 3406 be amended to exempt Barter Exchanges from
the backup withholding requirement, since it is impossible for them
to comply with the requirement as they are not in control of any
payee cash accounts.
recommend updating IRS Publication 1281, Backup Withholding for
Missing and Incorrect Name/TINs, if any changes are made to the
B-Notice solicitation procedures reflecting the issues unique to the
industry would be relieved of the undue burden of unnecessary
penalties for failure to comply with a requirement that is
impossible to comply with on its face.
education on the issue would reduce campus burden. Amending the
B-Notice to provide a barter specific B-Notice would increase
compliance in the barter industry, thereby reducing the need for
972CG penalties, waiver requests and appeals. The exemption of
backup withholding for Barter Exchanges would further reduce IRS
burden by eliminating a backup withholding requirement that on its
face cannot be effected.
modification of the B-Notice to exclude reference to the backup
withholding requirement, or to include a reference that backup
withholding will be effected to the extent feasible, increases the
credibility of the solicitation, which is currently diminished as
the result of reference to an action (backup withholding) payees
understand would be impossible to take.
Moreover, it is
now industry standard for Barter Exchanges to use the IRS TIN
Matching Program at account set-up to ensure that the proper name
and TIN are obtained. Accordingly, most of the accounts appearing on
the CP2100/CP2100-A have long been closed and those account holders
are no longer doing business with the Barter Exchange.
granting such an exemption or modification would not represent a
significant loophole, since Barter Exchanges already require current
W-9s from all their clients before proceeding to conduct business.
of the barter industry and/or amended B-Notice language specific to
the industry will result in more compliance. The exemption of Barter
Exchanges from backup withholding requirements would not increase
taxpayer non-compliance, as the barter industry, through use of the
IRS TIN Matching Program, already insists on proper Name-TIN
matching as a prerequisite of doing business with the taxpayer.
The Easiest $100,000 You’ll Ever
Bring To The Bottomline!
cash, as usual, from the guest accounts staying at your
facility that require the use of professional AV services.
And rather than shouldering your ongoing employee costs, or
your current vendor’s cash agreement for AV services,
here’s a much better alternative:
with a proven national vendor (a sterling 25-year track
record) who will provide all of the AV services for your
hotel on a 100% TRADE BASIS! (Payment to be in the form of
hotel rooms and/or trade dollars.)
Your hotel’s annual AV billings must be a minimum of $200,000, and this
offer is available only in the continental United States.
confidential introduction contact Bob Meyer via e-mail:
(Please type in AV Services On Trade in the subject
line of your e-mail.)
Attention Trade Exchange Owners:
member hotel(s) have a minimum of 10,000 sq. feet of meeting
space and annual billings of at least $200,000 for AV
services this is a great opportunity to earn substantial
cash service fees on the hundreds of thousands of trade
dollars your hotel member will be paying the vendor. Contact
Bob Meyer at the above e-mail.
How To Get More Sales In
Our street-smart restaurant
marketing report shows proven ways to rapidly boost your
restaurant’s sales & profits.
Our Web Site Has A Search Tool For You
wondered if a certain topic, person, or organization has been
written about on the Barternews.com web site? Now you can easily
find out, as we’ve added a search tool. It will quickly give you the
answer to your questions, in 3 easy steps that take about 12
At the top
right of the page, just under where you sign up for the Tuesday
Report you will see a little Google box. It is where you can (1)
type in the name of a subject, company, or person. Then (2) click
the button www.barternews.com to search the site, followed by (3)
hitting the search button.
The Growth and Use of Secondary Capital (New Money) Creates
Unprecedented Wealth In Today’s New Age Of Possibility
many forms of secondary capital—which can be defined as any
financial instrument that measures and communicates value in a
common language. Would you like to see and learn more about the many
forms of secondary capital?
We have 70
free, informative and inspiring, articles for you in our “Secondary
Capital Section.” Check it out...
New Money-Making Ideas And Valuable Contacts!
You can obtain
useful, informative ideas and contacts in every available back-issue
barter company in the world is listed on our web site,
click through to our Global List
of Barter Companies.
A Gift To A Friend Or Associate.
If you know someone who might benefit from this newsletter, feel
free to forward it to them! (See the “box” at the end of the
newsletter for the forwarding service.)
We welcome your
comments, questions, and observations.
Copyright BarterNews 2007. Redistribution of BarterNews
content expressly prohibited without the prior written permission of BarterNews.