- Bills have been introduced in both the House and the Senate that would require TV stations to keep the audio level on commercials the same as regular programming. The sponsors claim significantly higher audio levels on the ads is not in the public interest. Once again, I am thankful our representatives are concentrating on important, life-changing issues. Next I would like to see them deal with billboards with scantily-clad young ladies, direct mail pieces with compelling messages that make them stand out from the bills in the mailbox, and songs I don't especially like getting played on the radio.
- There is a report in the broadcasting trades about a study that shows consumers are weary of all the technology that has invaded their media world. Tired of having music everywhere, instant connectivity, news at the tips of their fingers and such, they are likely to revert to ancient technology...like broadcast radio. I say it again: finding solace in such studies is nothing more than whistling past the graveyard. Adapt, revise, innovate...and most importantly, be creative!..or, well, die.
- A study by Duke University says advertising spending will begin to recover this coming year to the tune of a 1.1% increase. But the bulk of that will be in on-line marketing (9.9%). Traditional advertising will decline by 1.1%. For anyone in the ad biz, this is no surprise at all. Ads go where the customers are. And more so than ever, where the accountability is. If the advertiser is able to target potential customers down to the nth degree, and only pay for those who actually become customers, why would he continue to spend most of his budget on media that sell exposure, not customers? And that are measured by rudimentary methodology?