the MSMI Intelligencer report

October, 2022 Volume 2 Issue 9

pumpkin time

Is the American obsession with pumpkins a cultural phenomenon or a marketing-fueled craze? Perhaps, it is a bit of both. Professor of History, Cindy Ott, from the University of Delaware, explored the cultural and emotional connections of Americans with family farms and the simpler times of rural communities in her book, Pumpkin: The Curious History of an American Icon published in 2012. During colonial times, pumpkins were ubiquitous and their ingredients were included in many food items, including bread. As workers migrated from farms to urban areas during the Industrial Revolution, the pumpkin became more of a seasonal Fall treat.

The USDA estimates that the domestic yield from pumpkins is well over 1.5 billion pounds. More than half of that yield is for ornamental uses with the balance used for food processing. The National Retail Federation estimates that 44% of Americans carved pumpkins during the 2021 Halloween season. It was Irish immigrants who introduced the US to the idea of carving pumpkins or making “Jack-o-lanterns”. The Irish found pumpkins to be more suitable for carving than the turnips or potatoes used back home. For more pumpkin stats, click here.

While picking pumpkins for decorating became a widespread family tradition, it was Starbucks that launched the pumpkin spice craze in 2003. Known for developing seasonal and holiday beverages, the R&D team never imagined how popular the Pumpkin Spice Latte or “PSL” would become. And, hard to believe, pumpkin spice is a blend of cinnamon, ginger, allspice, nutmeg and cloves (no pumpkin) that provides a unique scent. The appeal of pumpkin spice is again rooted in the emotional connection and memories of Fall, harvests, leaves turning, football and family holidays. The limited seasonal availability of these beverages and all the other pumpkin spice items such as M&Ms, pies, cakes, Cheerios, candles, beer, cream cheese, Oreos, etc. only heighten their desirability and appeal. For more on pumpkin spice, read Scientific American’s article Riseofpumpkinspice

October baseball

Besides pumpkins, all eyes will turn to the Bronx in October, when the New York Yankees compete in the MLB postseason. The formidable Bronx Bombers, lead by Aaron Judge, who broke the 61-year-old single-season American League record with his 62nd home run, will be seeking their 28th World Series title. When a NY team is in the postseason, it is not only a NY fan’s dream, it is a huge opportunity for marketers, sponsors and local businesses. On a local level, the NYC Economic Development Corporation (NYCEDC) expects every postseason home game to generate an economic impact of $21.5 million for the city. TBS and Fox will broadcast the Division Series and Fox will air the World Series. MLBViewingschedule

Advertising Week NYC

Next week, thirty MSMI students will head down to the Lower East Side to attend one of the world's premier marketing events,  Advertising Week New York. This year the event returns to an in-person experience and features speakers and panels from a wide range of industries such as tech, marketing, media, advertising, healthcare, and sports. Beyond the opportunity to learn from leading marketers, MSMI students will have a great opportunity to network and make valuable career connections. We’ll hear about their experiences in our next issue.

New2NY

All across the boroughs, there are a number of fun fall events leading up to Halloween octoberevents You’ll find everything from haunted houses, ghosts, artful corn mazes, etc., but the best is the Halloween parade in Greenwich Village on October 31. Details here

Thinking of picking your own pumpkin? Here are some pumpkinpicking locations near NYC and for tips on how to carve your pumpkin, click pumpkincarvingideas

Save Dates & Events

Wednesday 11/02/2022 9:30am - 10:30am EDT

Coffee & Careers: Media Strategic Insights & Multicultural Markets featuring alumna, Denya ChinQuee, GABELLI MBA '06, with Paramount (formerly ViacomCBS)

RSVP on CareerPath -https://business-gabelli-fordham.12twenty.com/events/30006101128678

Tuesday 11/08/2022 12 Noon - 2 PM Managing & Planning Projects with Kevin Murga, Director of Project Management VaynerMedia Place: TBD