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Nov. 2 appearance on Fox News Channel |
Nov. 4 appearance on MSNBC |
Jonathan Pontell appeared on many TV/radio programs in the last week before Election Day'06, discussing the potentially key electoral role of Generation Jones, including:
National TV news networks (including Fox News Channel,
MSNBC, etc.)
National radio news networks (including
Metro
Networks (airs on over 3000 radio stations); CNN Radio
Network (airs on over 2000 radio stations), USA Radio
Network (airs on over 1500 U.S. radio stations), Talk Radio News
Service (airs on over 300 U.S. radio stations)
Nationally syndicated radio newsmagazines (including
America in the
Morning (airs on over 400 radio stations)
Nationally syndicated radio talk show hosts (including
The Jim Bohannon
Show, The Lynne Breidenbach Show , The Armstrong
Williams Show, etc.)
Top-ranked News/Talk radio stations (including
WRKO, WBAL,
etc.)
Regional radio networks in key election states (including Missouri Net
(airs on over 65 Missouri radio stations), etc.)
MSNBC.com ran
this article titled “Keeping
up with the Joneses: They’re tech-savvy, and they may decide the election” on
Nov. 6, the day before the election
Pollster Research2000 has been studying the political behavior of Generation Jones in the 2006 midterm campaigns, they issued a press release on Nov 1 headlined: "GENERATION JONES COULD BE KEY TO MIDTERM ELECTIONS RESULTS"; you can read it on their site
here
Renowned Columnist Suzanne Fields wrote an op-ed about GenJones and the midterms which was published in The Washington Times Nov. 2, read it here
Pollster SurveyUSA has been cross-tabulating their data by generation this election cycle, revealing interesting insights about Generation Jones electoral behavior. SurveyUSA issued a press release about this on Oct 31, you can read it on their site here
GenJones' role in
the midterm elections has generated buzz on many blogs, click and scroll down the page for this example from
TownHall.com
Many message boards have had very active discussions about GenJones’ place in
the election, like this one
here on
FreeRepublic.com
The MicroEnterprise Journal launched a special project on Oct. 30 to conduct interviews only with members of the Senate who are specifically members of Generation Jones. You can hear their first interview
here,
with Senator Blanche Lincoln, Democrat of Arkansas
Acclaimed Baby Boomer expert Brent Green wrote an Oct. 27 piece discussing the absurdity of the traditional lumping together of Jonesers and Boomers, particularly in light of the fact that these two generations are political opposites. click here to view the piece
The U.S. midterm elections were held on November 7, 2006. Jonathan Pontell released a study on October 31, the only generational analysis of the U.S. electorate to be released during the election cycle, which revealed the key role of Generation Jones. The study was conducted using extensive polling data (cross-tabulated into the five generations) by top pollsters Mason-Dixon, Research2000, SurveyUSA, Pew Research Center, Harris Interactive, RassmusenReports, Marist College, Quinnipiac University Poll, and IPSOS. Among the key findings in the study:
* Generation Jones was clearly the most volatile (ie. “swing voting”) of the five generations, vacillating the most between the political parties throughout the election cycle
* Generation Jones played a decisive role in the key races which decided control of the Senate. In most of those races, GenJones was the segment most “in play”: swinging most from poll to poll, most evenly divided, and with the highest percentage of “undecideds”
* Generation Jones had by far the strongest negative reaction to the Mark Foley page scandal, with a huge swing away from the GOP in the week after that scandal broke on Sept. 29
(Full data set and study details available upon
request)
Generation Jones
and
Other Recent Elections
Prior to Nov. '06, Generation Jones had already emerged as a crucial voting segment in recent Western elections.
Below are examples from the '04 U.S.,'05 UK, and '05 New Zealand elections:
In all three elections, Generation Jones:
of "swing voters"
(GenJones was 28% of U.S. voters, 24% of U.K. voters,
29% of New Zealand voters)
(including many appearances by Jonathan Pontell
on top national TV/radio shows in each country)
GenJones &
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GenJones & |
GenJones & |
Generation Jones
and the
May, 2005 U.K. Election
Tony Blair won a third term as British Prime Minister when the U.K. held its General Election on May 5, 2005.
Given how pivotal a role Generation Jones played in the November 2004 U.S. Presidential Election,
and in light of the many similarities in consumer/political behavior between U.S. and U.K. Jonesers,
numerous analysts accurately predicted that Generation Jones would be crucial in this British Election.
The Independent’s series of
GenJones election articles
The Independent (on Sunday) --a major national UK newspaper-- invested significant resources into examining Generation Jones' role in the election; this investment included the commissioning of weekly national political polling of Jonesers, and the assembling of a GenJones panel of voters to be interviewed weekly. The Independent then ran an article about GenJones voters every week leading up to election day:
April 10 article in
The Independent on Sunday:
Excerpt:
"Meet Generation Jones. They decided the US election for George Bush, now they have Britain's political future in their hands. New research published for the first time by The Independent on Sunday today suggests that the election will be decided by people born between 1954 and 1965."
Read full article here:
http://news.independent.co.uk/..627941
April 24 article in
The Independent on Sunday:Title: Generation Jones: "I'd hate to wake up and find I'd let the Tories in"
Excerpt:
"Half of our "Generation Jones" panel of floating voters in marginal constituencies have made their minds up and it's good news for Labour..."
Read full article here:
http://news.independent.co.uk/....632447April 17 article in
The Independent on Sunday:
Title: "The Swing Voters: Generation Jones"
Excerpt:
"Our "Generation Jones" panel, representative of the age group experts believe will decide this election...the generation born between 1954 and 1965 are the holy grail of political targeting. This is because they are more likely to vote than younger people but are more persuadable than older groups. One third of them still say that they do not know how they will vote, according to The Independent on Sunday poll today."
Read full article here:
http://news.independent.co.uk/..630174
May 1 article in
The Independent on Sunday:Title: "Generation Jones: Now I remember how nasty the Tories can be"
Excerpt:
"Labour has convinced most of our 'Generation Jones' panel of floating voters to return to the fold, after their flirtation with the Liberal Democrats...The Independent on Sunday has been canvassing the opinions of our election panel who all belong to the age group born between 1954 and 1965 that was so crucial to the US elections last year."
Read full article here: http://news.independent.co.uk/...634691
In the U.S. and abroad, Jonathan Pontell has advised political parties—liberal, moderate, and conservative—on targeting GenJones voters. Here is one of the articles that appeared discussing his political consulting in the UK:
The Guardian
May 2
Title: "Tories 'need to keep up with the Jonesers'"
Excerpt:
" Polling companies in the US argued that Jonesers, particularly women, were the most volatile group in the presidential campaign, switching from John Kerry to George Bush in the last week… Yesterday, Michael Howard focused on lower taxes and delivery on promises, two of the key themes identified as central to the Jonesers… this morning the Tory leader will outline eight specific, dated tasks for a Conservative government...the speeches come days after Jonathan Pontell, the marketing and political consultant who invented the term Generation Jones, met officials at the party's headquarters in London…”
Numerous UK internet political publications, message boards, blogs, forums, etc. covered GenJones and the election. Here's an article from EPolitix.com-- the biggest UK political website:
EPolitix.com
April 16
Title: "Key to election is 'keeping up with Jonesers'"Excerpt:
"The emergence of 'Generation Jones' as a major UK political force... Polls suggest this dynamic section of society has become one of the most powerful electoral forces in Britain, possibly holding the key to restoring Tory fortunes...the Jonesers are said to be the first real group to display political 'switchability' and have come to symbolise the breakdown in party loyalty"
Read full article here:
http://www.epolitix.com/EN/...-48ab-a2fb-3ef731c1459a.htmBy election day, Generation Jones had become an important part of the U.K. election, widely-discussed in political and media circles. Like "soccer moms", Generation Jones had become part of a national vocabulary. Here's how "The Times" described this phenomenom two days after the election:
May 7
Title: "The Times Op-Ed: A guide to electionspeak"
Excerpt:
"In past campaigns, we could always expect a few newly minted social archetypes to take home. Where, then, are this year's Mondeo Man or Worcester Woman?...Our one freshly identified demographic with a future is Generation Jones, a US import which refers to the lost generation born between 1954 and 1965...They are rich, creative and can be persuaded to switch brand allegiance. The Bush campaign targeted them ruthlessly...This election they became a vital group in the UK too...They're at the peak of their earning power, thinking of pensions, and the parties have been watching them closely... Generation Jones's electoral influence gives the term its staying power"Read full article here:
http://www.davidrowan.com/...o-electionspeak.html
Some of the TV coverage of GenJones role in 2005 U.K. election:
April 16: GenJones was lead story (10-min. segment) on BBC's prime political show "Newsnight"
"Newsnight" sent their Election Helicopter to a key
constituency to specifically examine role of GenJones
April 17: Long segment with interviews with Jonathan Pontell, John Coll, and Andrew Hawkins
April 23: Feature about GenJones consumer/political behavior
April 24: Segment about importance of GenJones electoral role
May 1: Short live interview with Pontell on one of UK's premier nightly newscasts
May 3: GenJones segment on UK's most-watched TV morning talk show, BBC's "Breakfast"
Pontell on BBC's "Breakfast" show (similar to U.S. "Today" show);
"Breakfast" dominates UK morning TV, with over 7 million viewers
May 3: Long live interview with Pontell about Jonesers in closing days of election
May 4: Interview with Pontell about GenJones on special Election Eve edition of BBC's flagship political show "Newsnight"
Special Election Eve "Newsnight"
drew in huge national TV audience
We have proudly worked with Carat Ltd. (the largest media agency in England), and Communicate Research (one of the most accurate UK political polling firms), in studying the role of Generation Jones in the '05 Election. Here is one of the Election Bulletins we sent out:
Recent Context for the Role of Generation Jones in the May 2005 U.K. Election:
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Generation Jones
and the
Sept. 2005 New Zealand Election
Helen Clark won a third consecutive term as Prime Minister of New Zealand when Kiwis voted in their General Election on September 17, 2005
As in the Nov.’04 U.S., and May’05 U.K., elections, Generation Jones played a pivotal role in this election. New Zealand’s top political pollsters --TNS, DigiPoll, Colmar-Brunton, UMR, and BCR-- kindly provided the generational cross-tabulations of their polling data throughout the campaign which revealed Generation Jones’s decisive role.
Like in the U.S. and U.K., Generation Jones had the highest percentage of swing voters, among all generations, in the New Zealand campaign. Because of this high rate of vacillation, and with its large size and high voting rate, this one generation largely drove the volatility in the overall electorate. Throughout the campaign cycle, when the overall electorate swung toward either of the two main parties (Labour and National), the swing was generally concentrated in, and driven by, Generation Jones. During much of the campaign, the overall electorate was evenly divided, but generational analysis revealed that typically it was Jonesers that were closely split between the two parties, while the two younger generations leaned Labour with the two older generations leaning National. On election day, the overall results showed a virtual tie between the two parties, but again, it was Generation Jones that was largely responsible for the outcome; the two younger generations voted for Labour, the two older ones for National, with GenJones at a virtual tie between parties. The pollster which most accurately predicted the outcome was TNS; here are their final election results:
| Total | GEN Y | GEN X | GEN JONES | BOOMERS | MATURE GENS | |
|---|---|---|---|---|---|---|
| Labour | 36 % | 48 % | 42 % | 35 % | 26 % | 31 % |
| National | 35 % | 26 % | 29 % | 35 % | 48 % | 36 % |
Pontell on “Campbell Live”—the top New Zealand current affairs TV show
(equivalent of U.S. TV show “Meet The Press”)
Like in the U.S. and U.K. elections, Generation Jones received a great deal of national media attention in the New Zealand election. Jonathan Pontell was in New Zealand for the last couple weeks of the campaign, and discussed the role of GenJones on much of the top national TV/radio programming.
JONATHAN PONTELL |
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GENERATION JONES |
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MEDIA BIZ ON GEN JONES |
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