The Media Is The Message, Part II

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I always love ads that use the medium they're presented in to get their message across (see The Media Is The Message, Part I).

I especially like it when WE create the ad -- in this case for Lanny Gelfand from Pioneer Roofing, the roofing contractor that has worked with my father for more than 50 years!

What’s Next? Talking Paper??!!

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As a matter of fact, yes.

Digital paper that can speak to you has been created by scientists.

Researchers from Mid Sweden University have constructed an interactive paper billboard that emits recorded sound in response to a user's touch.

The prototype display uses conductive inks, which are sensitive to pressure, and printed speakers.

The team envisages that the technology could be used by advertisers, and in the future, it might even be employed for product packaging.

Read the whole article here.

Newspapers Braced For Ad Declines

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By Erik Sass, Media Daily News 6/5/07

NEWSPAPERS WILL CONTINUE TO TAKE hits in 2007--and there's no telling when the slump will end, according to a new report from Deutsche Bank's media analysts. Among the key factors in the report: continued softness in retail advertising, accelerating declines in classified ad revenue and a slowdown in the rate of growth for Internet revenues.

Overall, the report predicted that “the environment will get harder for newspapers before it gets better.” And the key driver of new growth--interactive operations--is itself entering an uncertain period.

It’s no secret that newspapers’ print ad revenues have declined due to Web competition, but the DB analysts discovered even more discouraging facts related to macroeconomic forces beyond media dynamics. Classified revenues--traditionally a mainstay of the newspaper business--have begun falling by double digits on a year-over-year basis, and this trend is likely to continue as the real estate and job markets slow down. DB predicts that real estate classified revenue will fall about 9% in 2007, compared to 2006, and job ads will drop 8.5%.

The biggest hits will continue to come in automobile classifieds--driven by dealer consolidation and a media mix centered on TV and the Internet, with DB predicting a 17% drop.

Although the report includes encouraging words about newspapers' interactive
strategies--including new partnerships with major online players like Yahoo--it also warns that “the inflection point at which online growth can offset print losses is still years away.” Here, the slowdown in online growth looks ominous: Online revenues grew 20% in the first quarter, compared to the same period of 2006, which were down from 35%, compared to first-quarter 2005.

The DB report also notes that newspaper sites lag in visitor “stickiness,” averaging just 41 minutes of viewing per month--far behind competitors like AOL, Yahoo, MSN and Google.

There is one spot of good news: newspapers serving smaller markets are likely to fare better, according to DB. Foremost, broadband penetration remains lower in smaller markets (e.g., small towns in rural areas), meaning the Internet threat isn't quite as formidable. They also have stronger bonds with advertisers that tend to be “less sophisticated,” and therefore less prone to experiment with interactive advertising.

Forget Mass Media — Be Your Own Billboard

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For years people have walked around town advertising Armani, Polo, and Old Navy on their shirts, not to mention universities, rock bands and various tourist destinations.

Now, thanks to Reactee (React + Tee, get it?!) you can post your own message complete with a SMS response vehicle. When people see your shirt and are interested in the message (or the person inside the tee) they can send a text message to the code on the shirt and get back a pre-determined response.

Forget Hot or Not, HERE'S the new millennium way to see if anyone cares.

Great New Ads From Around The World

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Randy Pohlman- Dean, Nova Southeastern University School of Business

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Chuck Vodicka- InSource Insurance Agency

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The World As We Know It Changes on June 29th

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Start whistling He's Got The Whole World In His Hands” because with the introduction of the iPhone, convergence becomes ubiquitous.

(View Apple's ads here)

Watch these three ads and notice that Apple doesn’t talk about the quality of the phone, the size of the memory, the beauty of the object itself or even the status of carrying one around. Instead, they show how this new tool turns impulses into realities, going from viewing a movie to researching dinner to making a reservation.

If you listen carefully, you can almost hear traditional distribution chains becoming irrelevant.

How are YOU planning on dealing with the certain impact of this new technology?

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