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I promise you'll be able to finish this article before you finish the first half of your PBJ. Are you sitting down? Good. Because I have some startling news for you.
Print ads are here to stay. That's right. Those dusty, musty, fusty old relics of the century past are still with us. And despite the ubiquity of commercials on radio and TV; despite the onslaught of banners, pop-ups and all manner of intrusive online ads; newspapers and magazines are, and always will be, a mainstay forum for mainstream advertising.
There's something about the readiness, the handiness, the heft and feel of a magazine or a newspaper that appeals to the nature of human beings. Yes, flat screens that glow with vivid colors are attractive. Especially when they're displaying something we specifically asked to see.
But as we page through a magazine or a newspaper while enjoying our lunch or riding a commuter train, we don't mind at all if a surprising or intelligent or just plain appealing ad - even one in black and white - suddenly grabs our attention. We expect it. We secretly look for it. We even welcome it as a break from all the dull gray type we've been slogging through. Why? Because - let's face it - a really good ad is a delight to behold.
Is this the kind of ad your target audience is seeing? Do your ads stop them and make them smile?think?take in your message and make a mental note to look closer at your product or service? Maybe even go to your website for the kind of information that could lead to a sale?
Think carefully about this. If your ad doesn't stand apart, doesn't attract, appeal or grab; if it doesn't delight in some way, the readers you want to capture and bring into your world will simply turn the page and plow on through the dull stuff . . . until they bump into your competitor's delightfully different ad. And then they'll stop - and, unfortunately for you - pay attention to the message.
So take a close look at your company's ads. Do they stand out from the crowd of other ads? Are they different from your competitor's ads in a powerful and relevant way? And most important, do they convey your core message in an engaging, persuasive and delightful manner?
If so, let them run and run, because they're bound to bring you business.
If not, better change your approach soon. Before the competition eats your lunch.
Gary Watson writes ads for companies that want to add to their bottom line. He also does product/service naming, slogans/tag lines, billboards, web content, sales letters (print and email), etc. etc. He can be reached at Gary@GWCopy.com.
MORE RESOURCES updated Thu. May / 17 / 2012 TIME | Facebook Advertising Shows 'A Lot Of Potential But It's Not A Slam-Dunk' Huffington Post By Nicola Leske and Kate Holton NEW YORK/LONDON (Reuters) - General Motors Inc's decision to stop advertising on Facebook may be a wake-up call for the No. 1 social network, but Top advertising executives say it's far too early to know if the site will ... Facebook's biggest problem is that it's a media company Is Advertising on Facebook Worth the Expense? Why I Lost My Faith In Facebook Advertising |
NPR sees sharp downturn in advertising revenue, leading to talk of cuts Washington Post Halfway through its fiscal year — and six months into Gary Knell's tenure as chief executive — Washington-based NPR has seen a sharp downturn in corporate “underwriting,” or advertising revenue. The falloff has led to projections of an annual ... |
 Globe and Mail | Does advertising on Facebook pay? San Mateo Daily Journal But ahead of the IPO, a debate emerged between two of the nation's largest automakers: Does it pay to advertise on the social network? General Motors, the nation's largest automaker, said it would abandon Facebook ads after concluding they were ... Companies ask: Does advertising on Facebook pay? |
 Seattle Post Intelligencer (blog) | Skechers agrees to pay $45 million to settle charges of sketchy advertising of ... Seattle Post Intelligencer (blog) By Rita R. Robison Kim Kardashian, fresh from a sweaty workout and pictured in a variety of steamy, suggestive poses, decides in a TV advertisement to dump her personal trainer. “It's not someone else, it's something else” Kardashian, a reality TV-show ... Sketchy ads? Skechers agrees to pay $50M to settle false-advertising allegations Skechers settles with WA over false advertising Shoe-maker accused of sketchy advertising settles lawsuit |
Viewers Want Choice, Control and Relevance from Online Video Advertising ... San Francisco Chronicle (press release) New York, New York (PRWEB) May 17, 2012 Vibrant Media, the global leader in premium contextual advertising, has released key research findings that determine what viewers want in their video advertising: choice, control and relevance. |
New Mobile iPhone Application for Location-Based Virtual Advertising Sacramento Bee By They Creative Advertising HOUSTON, May 17, 2012 -- /PRNewswire-iReach/ -- They Creative Advertising introduces Knibbler™ iPhone application, a location-based advertising tool for individuals and small business owners. Using the dynamic Knibbler™ ... |
Coca-Cola Dodges Federal False Advertising Claim Courthouse News Service By TIM HULL (CN) -- Pomegranate juice purveyor Pom Wonderful cannot pursue federal false-advertising claims that Coca-Cola's pomegranate blueberry drink contains mostly apple and grape juices, but it may be able to revive its state law challenges, ... |
 Sydney Morning Herald | Apple Moves to Dismiss Siri False Advertising Suit PC Magazine But Apple's main counter-argument appears to be its contention that the plaintiffs' complaints lack the specificity that would be required to back up their claims of false advertising—failing to provide "a single actionable misstatement" on the part ... Apple Responds to Siri Class Action Lawsuits |
 Street Fight | Local Ad Spending Moving More to Mobile and Online; BIA/Kelsey's Media Ad View ... MarketWatch (press release) CHANTILLY, Va., May 17, 2012 /PRNewswire via COMTEX/ -- According to BIA/Kelsey's Media Ad View reports, local advertising spending will experience a compound annual growth rate of 2.6 percent between 2011 and 2016, with revenues climbing from around ... BIA/Kelsey: Local Ad Spending Moving More To Mobile And Online, Radio 'Holds ... Forecast: Locals Ads Hit $150 Mil By 2016, Trad Media Holds Social-Media Ad Spending to Jump to $9.8 Billion in 2016 |
75% of Advertisers Say Rest-of-Web More Important Than Facebook MarketWatch (press release) Methodology This multiple-choice online survey was distributed to 2177 brand marketers and advertising agency representatives. It was conducted in March 2012, and results were analyzed and validated for statistical significance in April 2012. |
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