October 17th, 2012
Marketers Seek Out Geeks
By ANDRIA CHENG
Wall Street Journal
With geeks and their lifestyles emerging as the new totems of coolness, marketers from a wide swath of companies are jumping on the trend for marketing opportunities, and there was perhaps no better target audience than the attendees at New York Comic Con.
The annual gathering of comic-book and Sci-Fi aficionados and cognoscenti, which ended this past weekend, had Mattel Inc., MAT +1.21% Walt Disney Co.’s DIS +1.25% Marvel Entertainment, Nintendo Co., 7974.OK -0.85% Barnes & Noble Inc., BKS +0.20% Scholastic Corp. SCHL +0.59% and even General Motors Co. GM +0.69% vying for the attention of about 116,000 fans, many of whom were dressed for the occasion.
The people drawn to New York Comic Con “are people who are setting trends,” said Dan Buckley, president and publisher of print, digital and TV at Marvel, in an interview. “They are the early adopters of technology. These are the people who start things and make them hot.”