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March 12, 2009



Hi Greg,
I just read your post and wanted to thank you again for your input. While your points make a lot of sense, unfortunately it is going to be difficult or even impossible to implement into my print vehicle. I wish I could discuss with you and explain what I'm doing but at this point, I can't talk about it. But this is a new form of print advertising, unlike a magazine or newspaper. The person in possession of the print product will have it in his/her possession for 6 months and will have/want to look through it roughly 90 times over the 6 months. So once it is in the consumers hands, ads can't be changed. I agree that after a certain point, people get sick of seeing the same ad and it may actually have an opposite effect where people will turn away from the advertised message. I'm not quite sure how to deal with that yet. However, this new print marketing vehicle has been meet with success over the past 2 years in parts of the US and England. Thanks again and I look forward to reading your upcoming posts on various advertising issues.

gregory huffstutter

If creative change-outs aren't possible, it will limit your pool of potential advertisers.

You should pitch companies that regularly produce general brand advertising -- Mountain Dew, Quiksilver, Nike -- print ads that are more fuzzy and emotional, without specific product offers.

Automotive, fast food, and other industries with regular price changes, will generally avoid long-term advertising placements if they can't rotate copy.

For someone like McDonald's, they wouldn't risk advertising $2 Big Macs with you if there's a chance a reader will go into their restarant 3 months after the offer expired, and create a stink at the counter.

Something to keep in mind as you develop your wish list of advertisers.


What about if a company like McDonald's just wanted to put an image of their logo on the ad? So they are not advertising a particular product, but rather maintaining brand awareness? Or take a car company. What if Ford just wanted to put a generic ad that advertising their company rather than a specific car model? Do you think they would show some interest?

gregory huffstutter

Global companies like McDonald's and Ford have such high brand-awareness, that they don't do a ton of generic advertising any more. Most of their budgets are spent pushing a specific product offering ("$1.99 Fish Fridays" or "0% APR on a Taurus").

If they do brand-only campaigns, it's usually around a big event (like the Olympics) or around a key demographic target (like McDonald's sponsoring "Sesame Street" on PBS).

I think your best bet is to try to sell to people like Dr. Pepper, where the brand is the product, and they don't do price-point, time-sensitive advertising. Fashion, video games, cell phones... you're going to want to find companies in those categories, because for them, name recognition is paramount, and they don't frequency change product offerings.

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