When Is There Enough Advertising?

Hey, I'm in advertising. I'm proud to be in advertising. And maybe because I'm in the industry, I really pay attention to how people do it. Advertising that is. But honestly, where is it going? Of course there's traditional radio, television, print, direct mail, outdoor and the like. But these days I'm seeing it everywhere. We all complain about the amount of spam we get on a daily basis. (Yes, that's advertising..I guess...sort of.) I'm almost used to the ads on the wall just above the urinal in the men's room. Oh, and I have a friend that actually sells advertising on cup inserts at golf courses.

But lately, I've been seeing and noticing some unusual trends. Like yard signs. Now, I know they're not new...politicians have been using them for years. But just a couple of weeks ago I saw yard signs for the circus. Hmmmm. And yard signs for our local community theatre's latest production. Hmmmm. Now, I'm thinking that traditional yard signs are okay. Like "Vote for Me, I'll Set You Free", or "For Rent", or "For Sale by Disinterested Third Party", or "Will Babysit Your Armadillo", or "Invisible Dog in Training", and, of course, my favorite traditional yard sign, "Yard Sale-Saturday 8 to 5".

Just like every other form of advertising, there comes a tipping point. A point at which we just stop noticing all together. In the 70's, Al Ries and Jack Trout wrote a wonderful book called, "Positioning, the Battle for Your Mind". In that first edition of the book, they made the observation that the average American was exposed to some 15oo commercial messages a day. Wow! That really seems like a lot. But think about it. That was before the internet and almost before our country's biggest contribution to the world was buying their products. Today, I'm guessing that number has at least doubled.

And what are we in the industry doing about it? We're printing yard signs instead of buying radio and television. We're printing messages on inserts that sit six inches underground at the golf course and we're coming up with colorful print pieces to put on the wall above the urinal. Why? Because it's easier than trying to come up with creative concepts that actually engage the listener or viewer.

Well shame on us. Maybe it's time we all got our heads together and tried to identify the real reasons traditional advertising isn't working, rather than using the same old tired messages in new media. And does it make anyone else mad that there's hardly a ballpark left in the good old USA that doesn't include the name of their corporate sponsor? I'm beginning to think that there's a very fine line between advertising and just selling out.

Okay, I feel better. Thanks for letting me vent, and if you have some honest to goodness solutions, please respond to this blog and I promise to consider and include any I like, or at least make me laugh. Now, get right back to having fun, thanks for reading and we'll leave the mic on for ya.

Thank You...No Really

Lately, I've discovered a trend in our advertising business. Complaining. Lots and lots of it. "These clients don't know their @#$ from a hole in the ground." "Good grief, this is the absolute worst script I've ever seen." Hey, this is what I've been heard to say, and I'm considered a pretty darned happy guy.

Well, I'm turning over a new leaf. From now on, unless I'm willing to "Just Say No" to less than automatic Addy award winning copy, I will simply smile and say.."Thank You". Thank you for allowing me to do what it is I love to do. Thank you for putting food on our tables and allowing us to keep the doors open at the business we started 17 years ago. And, thank you for trusting us to do the best job we can with the best product your client allowed you to create.

Now this doesn't mean that I won't offer suggestions to help improve it. But when all is said and done, the bottom line is..."Thank You". Our friendly helpful staff is anxious to see you again real soon. Oh, and remember...we have plenty of free parking. Call 1-800-947-2346 today. That's right, today.

Thanks for reading, and we'll leave the mic on for ya. Good grief, the guy who wrote this doesn't know his....oh, excuse me.

Focus Focus Ooops

By now you know that I come from a radio background. I spent 20 years on air, as production director and for seven of those years as a program director. Now, a program director is supposed to be in charge of the overall on air product. Everything from the morning show to the overnight show to the weekenders. Of course, everyone who's ever worked for me will tell you, my favorite oxymoron is "Steve's in charge". Things just get away from you, things just happen. You take your eye off the ball for even a moment and BOOM!, you've struck out, you've missed the goal, you've hit a triple bogey.

I'm figuring that's what happened awhile back on Iowa Public Radio. Yes, I happen to love public radio. Oh sure there's that Splintered Table show and some that I could probably live without, but overall, public radio is a real treasure. Except for that one fateful morning when I just happened to be in the car for the start of "Talk of Iowa".

You see, one of the reasons that I enjoy public radio is that they cover things that commercial outlets really don't have much interest in. But this one may have gone a little too far. "Good morning and welcome to Talk of Iowa. I'm Katherine Parkins, (I've changed the name to protect the innocent) and our special guest is Iowa State University veterinarian, Carl Rove." (Okay, I changed this name too.) "This morning's topic is Pet Safety, in particular Pet Water Safety. If your pet fell in the water would you know what to do? Would your pet know what to do?" (Please take a few moments to let that statement sink in. Honest, that's exactly what was said.)

Now, it may be because as a former program director, I think all radio content should at least be relevant. But at that moment...MY HEAD EXPLODED. I didn't know whether to laugh at the absurdity or cry at the obvious programming feau paux. I chose to laugh.

You know, maybe this is a microcosm of the world we live in today. When the identity of Anna Nicole's baby's father leads the newscast rather than the dozens killed in Iraq. When how Howard Stern may or may not have manipulated American Idol is more intriquing than global warming. But Pet Water Safety?

I've got to tell you, that when Jeff first convinced me to start blogging, I was hesitant. Not because I don't like to write, but because I really didn't think that folks would really care to read what I had to say. But hearing that the discussion of Pet Water Safety was worthy of an hour of conversation on public radio, I don't feel so bad about thinking you'd spend just a few moments reading my ramblings.

Oh, and just for the record: "ANIMALS REALLY DO KNOW HOW TO SWIM." I'm thinking if you have a dog or cat or your pet Harpy Eagle with you on the boat and they fall in, they'll figure it out. If they don't, I think that falls under the evolutionary heading of "Natural Selection". Now, get right back to having fun, thanks for reading and we'll leave the mic on for ya.