Joe Coomber/Sipa Press Nicole (Snooki) Polizzi may create a lot of money to clubs.In the style section of the Sunday I had a piece on the untapped intellectual universe Snookinomics: a calculation back-of-the-envelope for why Nicole Polizzi, who is known as Snooki may charge $ 25,000 to drink for several hours in a nightclub — ormore controversially, $ 32,000 to speak at Rutgers University, more than pays for the Nobel Prize winner Toni Morrison.
So how do the Snooki might be "worth" more than one winner of the Nobel Prize?
The discrepancy has nothing to do with their respective "intrinsic" for society, however you can quantify. Rather, it's all about market forces. There is great demand for Snooki and other celebrities, reality-TV because of sites hosting the finding that this provides a very handsome return on their investment.
By my calculations back-of-the-envelope, Snooki can bring revenue which is ten times the end of the display, at least for the spring break party club LAX in Las Vegas, which will be used as a case study of the preceding month.
After all, with Snooki on tap clubs waiting for larger volume, drinking more and higher cylinders. But most come from the publicity associated with an event with a household name.
If your club is hosting or Ms Kim Kardashian Polizzi or Britney Spears, I can almost be guaranteed coverage in at least one of the popular sublimely popular celebrity. For this purpose will also probably need your celebrity to sign an agreement term "not compete", which says it cannot be party to any competing clubs while it is in the city. This is fairly standard practice, so you can capture all of the publicity associated with the appearance of — and in this way, to assure future traffic.
"If we do not book a celebrity now, because we think it is too expensive, then we know we will not be in any of the magazines, and we will not be on TV and it hurts our earnings next month," said Alex Cordova, who is Vice President of marketing for the management team that Angel, owns and manages some of the hottest clubs in Las Vegas, including LAX. "It is a business like any other, and you must make a good investment that pays off," he said.
In the case of Rutgers, the international coverage of the event received Snooki — even if not everything is positive — raised visibility of the University.
Asked by Cision, a company that tracks media coverage, to assess the value of all the various reports of the appearance of Snooki at Rutgers dollar. Jay Krall, corporate business development manager, sent me the following calculation, based around what all press shout-outs it would cost if purchased as advertising:
Many voices both media and social media asking for the University to spend the money in more ways of attracting less-than-cerebral celebrities. But this is not the whole story, much of this report puts the name Rutgers ahead of new daughters, and not always a bad light. In particular blogs, I noticed that the coverage was neutral during 75 percent positive, 10 percent and 15 percent negative tone to the event (this is programming analysis to feeling some room for error, lost's sarcasm, etc.). This breakdown is fairly typical of most reports any new story is a simple pass-alongs, though often presented in a silent smirk that is difficult to quantify, no opinion is expressed as a final result. The report said neutral States contributed a significant amount of publicity the event despite the negative coverage. Still, I am discounting basically potshot says in my here … valuation
Mainstream media
14 daily newspapers, including the Toronto Star and Los Angeles Times. 1161 also mentions on Web sites for news, 297, including TV show Conan and Chelsea recently.
Main news publicity value: $ 174,806
Blogs And Twitter
7,180 people commented, linked to, like, add bookmarks, or voted for 2,098 blog posts
Blog publicity value: $ 136,017
15,169 tweets (including a very widely retweeted by @ time) received a total of 26.9 million fans
Twitter publicity value: $ 35,012
Total value of advertising: $ 345,835
This is to get on him here and bet a Nobel lecture probably did not start to grab the same amount of coverage — unless that Nobel Prize is to be written precisely because it is less than winning a reality TV star.
(For a similar exercise, see this post economy Spider-man.)
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