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Monday, Mar. 5, 2007 at 6:17 am

Are You Shooting Blanks?

By Bryan Eisenberg
March 5th, 2007

Ads Melting In SunsetAdvertising isn’t working like it did a few years ago. You’ve noticed this, right?

Most advertisers are convinced that technology is to blame.

TV advertisers will tell you that TiVo and her sister Digital Video Recorders are blocking their television ads. But according to a recent report released by Leichtman Research Group, only 12 percent of American households own a DVR.

But TV ad results are down far more than 12 percent.

Radio advertisers will tell you that everyone is listening to iPods and satellite radio. But in truth, most of radio’s loss has been in the 12 to 17 year-old age group. These pre-adults are now spending only 51 quarter-hours per week listening to commercial radio, down from a zenith of 65 quarter-hours per week during the pre-Internet 80s and early 90s. The rest of us are listening about as much as we ever did. We wake up to radio alarm clocks and listen at work and in our cars. Overall, the audience for commercial radio has declined only about 4 percent over the past 3 years.

But Radio ad results are down far more than 4 percent.

Online news aggregators gather worldwide news for us and deliver it instantly to our desktops. Traditional Newspaper subscriptions are at an all-time low and so are Newspaper ad results. But the results are declining faster than subscriptions.
Yes, technology is to blame. But not in the way that you think…

Continue reading The Wizard of Ads, Roy H. William’s, Monday Morning Memo The Faded Color of Empty Words

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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