If you’ve ever wondered what sponsors look for in a daytime talk show, what the results were of a voice analysis after the first Presidential debate, what food Martha Stewart would be if she was indeed a food, and what Stewart’s meal of choice would be in the afterlife, the “Good Health is Good Business” Town Hall session at the 13th Annual Advertising Week in New York City had all the answers.
Featured was a presentation by Dr. Mehmet Oz citing, in particular, why people only tend to live at what he refers to at the 30th percentile and what they need to do to fix that. The presentation took place during a panel discussion on Thursday with Oz and Stewart and was moderated by Dyllan McGee, founder and executive producer of AOL’s “Makers,” s digital platform that showcases game-changing female employees. Both Oz and Stewart have hosted long-running daytime talk shows focused on health, diet, food, and lifestyle.
Lack of time and money, knowledge and fear of change were listed as the four most common causes for that low level of living.
“What we fundamentally don’t want to do is fail because if we fail we feel people won’t love and care for us and they won’t be our allies anymore,” explained Oz.
Oz remains a daily fixture as host of Sony Pictures Television’s The Dr. Oz Show, which just kicked off its eighth season. But like most of television these days, The Dr. Oz Show is a brand that extends far past television, onto the web, social and even to the magazine rack, with Oz’s “The Good Life” magazine.
“Before we even started on Oprah, my partner in the show [at the time] raised the reality that we needed to have a website that wasn’t just a Reader’s Digest version of the show,” Oz said, harking back to how he got his big break as a regular guest on The Oprah Winfrey Show. “We needed the really big, robust experience where people who watched the program could double check what they heard.”
“Social media has been a big opportunity for us; we have 11 million people roughly in the various platforms,” he added. “Our daily checklist allows us to bust through the barrier of how we touch the audience other than them simply watching the show. We realized that is exactly what the sponsors wanted — not the episodic little promotion here and there. They wanted to live with us in that same ecosystem.”
One of the new features on The Dr. Oz Show this season is a voice app that analyzes how the person you are talking to on the phone is hearing your voice, breaking down what your voice tells them about how you are currently feeling.
“During Monday’s debate, we had both presidential candidates talking and we got to see what exactly causes stress,” explained Oz. “Interestingly, Secretary Clinton feels more stressed when there are personal attacks going on. But when there is policy stuff going on, she is actually pretty cool. Mr. Trump is very comfortable in the personal attacks, but when there is policy stuff going on he gets uncomfortable.”
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The panel featuring the two over-achievers began with a discussion on how they choose which brands to partner with.
“I’m attracted to brands that deliver what they promise and that perform exceedingly well when tested,” said Stewart, who, like Oz, does not seem to have enough time to get the eight hours of sleep each night that Oz claims is a necessary ingredient for wellness and weight loss.
“I have a medical unit that reviews all the products to make sure from a medical perspective [the partnership] makes sense,” added Oz.
Once a daily presence in daytime, Stewart’s latest effort through her Martha Stewart Living Omnimedia corporation is a meal-kit provider that ideally would allow people to stop consuming fast food.
“Most of us don’t have the time to shop daily or weekly. It eliminates a tremendous amount of waste that is occurring in the supermarket industry,” she explained.
As for what food Stewart would be — part of the “Are You Healthy?” quiz at the panel’s conclusion — she would be cauliflower, according to Oz. “She’s crunchy. She has real bite to her. She’s so good at everything; you can bake her, broil her, and marinate her.”
And eggs, according to Stewart, would be the perfect meal in heaven. Perhaps even something she would call…a “good thing.”
[Image courtesy of Marc Berman]