Category Archives: print

TV and print push kids to the web

If you have children you know they are drawn to anything web related. We can hardly get our iPhone away from the wee ones. So it’s no surprise that MRI reports children 6-11 leap to the internet to research products they see in offline ads. About 46% of kids report they visited a web site they first heard about in a commercial. Within those numbers, the skew tends to older kids 10-11 who have more access to the net and sophistication.

The implication goes beyond children for marketers who often segment media plans and examine inquiries from each channel — TV vs. radio vs. print vs. web banners vs. SEM — as if they were separate Olympians competing for a gold medal in Greece. That’s a mistake, since one media channel may feed another. Broadcast and print still work to build awareness, and then the web captures the curious as they explore for more information. Integrating your measurement to capture the impact of all media touchpoints won’t be easy, but until you do, don’t turn off the TV.

Message to students: Go into Madvertising

This weekend, we honor Al Jaffee with a link to the great NY Times piece on Mad magazine’s back-page fold-ins. If you’re wondering what this has to do with advertising, Jaffee and Mad inspired us to get into the advertising business when we were 7 years old and a neighbor, who was moving to college, gave us a box filled with early 1970s Mad magazines. Mad was something kids read before the internet, and energized us with hysterical parodies of movies, business, society, and especially advertising.

Poking fun at advertising made it seem exciting, so we found our way constantly attracted to the business. Thanks, Mad. And thanks, Jaffee, for giving us the best final, folded piece of the delicious satire. People are strange, and the people who try to influence people are stranger. Somehow Mad made sense of the mad, mad world.