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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 Mon. May / 20 / 2013 AdAge.com | Why Tumblr's Sale is Worrisome for Native Advertising Forbes Plenty of ink and pixels will be spilled in the coming days over Yahoo Yahoo's acquisition of Tumblr, but the fact that Tumblr could not cash in on native advertising should not be lost in the noise. Tumblr's sale is a clear indicator that the company ... There's Not Much Tumblr Advertising for Yahoo to Screw Up - Mashable Yahoo's challenge to be building Tumblr's advertising business Yahoo to Bring More Ad Formats to Tumblr, Mayer Says |
Accounts and People of Note in the Advertising Industry New York Times The Association of Music Producers, New York, presented its first AMP Awards for Music and Sound. The Best of Show award was won by “Metamorphosis,” an animated short for Good Books, an online bookseller, with music by Antfood, New York. |
 Kansas City Star | Sprint Acquires KC-Based Handmark For Its Mobile App Development And ... TechCrunch Through building all of its apps, OneLouder found a niche in advertising, having its own team that has worked on the ad platform and used its own apps to test it out. This deal also brings Sprint some strategic partners like CBS, which has a sports app ... Sprint Acquires Handmark/OneLouder to Enhance Pinsight Media+ Advertising ... Sprint buys Handmark, OneLouder to boost ad service Sprint Gobbles Up Neighbors Handmark and OneLouder |
News From the Advertising Industry New York Times Spending was estimated at $50 million. The agencies are McCann Erickson Worldwide, for advertising aimed at the general market; Casanova Pendrill, for advertising aimed at Hispanic consumers; and GolinHarris, for public relations. McCann Erickson will ... |
Internet Advertising Group Releases Final Data Collection Code of Conduct Bloomberg BNA The Network Advertising Initiative May 16 released a final, revised code of conduct that requires member companies that deliver online interest-based advertising to provide enhanced notice concerning their data collection and use practices, or notices ... |
Porsche Keeps Creative at Cramer-Krasselt After Six-Month Pitch AdAge.com Porsche spent about $23 million on advertising in 2012, according to Kantar Media. But Porsche targets an elite, upscale audiences in its ads. Porsche cars range in price from $50,000 to over $200,000. Porsche sold 35,043 cars in the U.S. during 2012, ... Porsche to keep US ad account with Cramer-Krasselt |
Better Living Through Advertising Huffington Post (blog) And make no mistake, Citi Bike is advertising, though certainly not advertising in the conventional sense. In case you missed it, the program is spelled "Citi" not City. The blue paint on every one of those 6,000 cycles is the organization's signature ... |
How to Start YouTube Advertising in 9 Steps Search Engine Watch If you're ready to advertise on YouTube for the first time – with one of those ads that pop up before you watch your video – then this basics guide is for you. Although there is a lot more intricate information that goes into getting the best ROI from ... |
The Next Stop in Public Transit Advertising? Audio - Governing Governing (blog) Indeed, if you're a regular bus or subway user, chances are pretty good you'll see an advertisement at your stop, on the exterior of your vehicle and once again on its interior -- all before even grabbing a seat. Sometimes, it may seem like the only ... |
Avoid Dealer Advertising and Delivery Fees to Save Big Buying a Car - Lifehacker Lifehacker What you may not know is that some fees are completely optional, and can be removed if you push back. the "Dealer Prep," "Advertising," and "Delivery" fees, to name a few, are all prime examples. Over at US News Money, Gary Foreman explains that these ... |
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