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“MICROTARGETING IS A REMARKABLE THING. Even casual podcast listeners, particularly those between the ages of twenty-five and forty-five, can recite with minimal prompting the key design features of a CasperTM mattress. And it’s not just CasperTM—there are plenty of competitors with nearly as aggressive advertising campaigns: Leesa, BedInaBox, Lull, Nest, CloudSleep, Yogabed, Avocado, GhostBed, and more. Only one of these is made up.
Why do so many business and marketing types believe that the model podcast listener—a young, hip thirtysomething who needs a new fix since NPR went down the shitter—is clay waiting to be molded into a mattress buyer? On the surface it makes no sense. This demographic traditionally wants to make purchases that have, bluntly, some show-off value. This is the upwardly mobile, striving, status-seeking social climber. Not too long ago these people were pitched BMWs, Rolexes, and exotic vacations. The kind of stuff that tells the world you’ve Arrived.
How did that segment of the market become a combat zone for, of all things, mattress retail? Well, if you listen to a lot of podcasts, marketing data suggests you stand at the confluence of two powerful trends: high anxiety and lowered expectations.”
JJ Editor's Picks
"Not even what one might think of as the most basic tenet of any religion, a belief in the existence of God, is a prerequisite: Agnosticism is a key principle of at least one major school of Hindu philosophy."
"The presidency of any particular incumbent is relatively short... but the precedential consequences of impeaching a president without complying with the specific provisions of the Constitution “as it was written” are enduring."
"After news that a judge allegedly provided sexual favors to Bar Association president Efi Nave in exchange for her appointment, several politicians said in their responses that the Judicial Selection Committee needed to be the “Holy of Holies.”"
"Two new documentaries take on Billy McFarland and his disastrous music festival... the secret villain of this story all along: the subtle menace of social media marketing."
"Eating out, ordering in. Throw in a bagel here, a coffee there, and it all adds up. "It's definitely a challenge for people my age to save on food.""
"Popular music is shrinking. From 2013 to 2018, the average song on the Billboard Hot 100 fell from 3 minutes and 50 seconds to about 3 minutes and 30 seconds. "
"Here in the good old U.S. of A, the third annual Women's March planned for Jan. 19 is in serious trouble, thanks to irreconcilable political disagreements."
"Nature, however, with its endless cycles of death and rebirth, fascinated her. Walking in the woods, she developed a method that has become the hallmark of her poetry, taking notice simply of whatever happens to present itself."
"Modern parents haven’t stopped playing favorites; they’ve just stopped doing it openly. Though few parents today will admit they have a favorite child, studies indicate that about two-thirds of parents do."
"The first science-based diet that tackles both the poor food eaten by billions of people and averts global environmental catastrophe has been devised."
"Sphen and Magic looked like they would make great, diligent, careful egg-warming parents. They made the biggest nest, and they sat on it constantly."
"How YMHAs, followed by synagogue-centers, and finally JCCs have tried—in different ways—to balance Judaism and Jewishness, by bringing Jews together in intellectual, spiritual, and physical pursuits"