Did I say that? Just noticed that Ad Age printed a letter to the editor of mine the other day. Through the holiday fog, I had forgotten writing it. And since it was posted on 12/26, I doubt too many advertising people read it either. (If it disappears from their site, here’s an archive copy.)
Quote:
Those of us who sell advertising should not be surprised to learn over the coming months that brands which beefed up, rather than cut back, their fourth-quarter advertising budgets will out-perform their competitors.
Dec. 26, 2001
What Circuit City Earnings Say About Advertising
Dear Editor,
Once again, we learn how marketers win during an economic downturn as Circuit City announces fiscal third-quarter earnings of 10 cents a share vs. the 7 cents analysts had forecast.
Circuit City’s secret to success? According to W. Alan McCollough, president and chief executive, the magic was found in what Advertising Age has been telling its readers for the past year: “A more effective marketing program that covered a variety of vehicles including newspaper inserts, magazines, television and direct mail, as well as creative events such as our October Expo, helped increase store traffic.”
Those of us who sell advertising should not be surprised to learn over the coming months that brands which beefed up, rather than cut back, their fourth-quarter advertising budgets will out-perform their competitors.
Rex Hammock
Chairman
Hammock Publishing Inc.
Nashville, Tenn.
Great moments in one-to-one, personalization marketing: A London hospital admitted Thursday it mistakenly sent letters to 30 patients, including six elderly men, telling them they were pregnant.
Custom publishing update: DMNews.com reports that Ballys is launching a new magazine for distribution to members of its fitness centers.
Custom publishing update: Adage.com reports that Nike and Hearst will launch Jordan, a magazine to support the Jordan brand. On sale during the NBA All-Star break.
The Magazine Publishers of America reports on research into consumer trends for 2002 and their implications for marketers.
Quote:
There will be increased value placed on established relationships and brand preferences. Marketers who maintain their advertising presence will achieve measurable gains in market share at the expense of those who neglect communications with their customers. Frequency of contact, emphasis on tradition and relationships, and product benefits that relate to family, home, safety and economy will strengthen campaigns.
I don’t know. Maybe marketers should also check out this intriguing consumer trend uncovered by those intrepid reporters at The Onion. (Warning: readers offended by Paula Zahn being called sexy may want to skip this.)
Quote:
“Across the country, Americans are seeking out sexiness: Movies featuring sexy actors and actresses are thriving at the box office, strip clubs are packed, gyms are filled with people who either are sexy or aspire to be. Clearly, sex speaks powerfully to our collective need to move forward and enjoy life right now.”
Our grand ole Nashville AM radio controversy took less than a week to make it into the New York Times (free registration required).
Quote:
The longest-running marriage in the history of radio, the 76-year relationship between the Grand Ole Opry and its broadcast home, WSM-AM in Nashville, is teetering on the brink as the struggling station faces a likely change from its country music format.
This is the first time I am aware of the change being characterized as “likely” rather than “possible.” As the article contains quotes from the Gaylord CEO rather than “a company spokesman,” it appears the Times has better sources than the local media.
