The Newspaper (I don’t) Get It


Well it seems that the newspaper industry has finally caught up with the radio industry when it comes to dumb self-promotion.

In 2008 the Radio Advertising Bureau launched the “Radio Heard Here” campaign designed to underscore the broadening versatility of Radio’s content, the pioneering innovation of its technology and the continuing relevance of the medium in Americans’ lives.

Duh.

Not to be outdone, the Newspaper Association of America has just launched the “Smart Is The New Sexy” campaign.   According to the NAA “It’s a campaign for what newspapers represent, whether they are in print, online or mobile.”

Duh

One ad shows a cartoon of a woman reading the paper with thought balloons depicting the earth, a capitol building and a piece of pie.  The caption reads.  “Be able to find Iran on a map.  Know what the city council is up to behind closed doors.  Find out how to make an icebox peanut butter pie from scratch.  Get it all in the newspaper, print or digital, because a little depth looks great on you.”

Sorry, but if you want to find Iran on a map type “Iran Map” in your browser.  Bingo no newspaper required.  Ditto the pie recipe and even the city council.  To be completely fair I subscribe to the Sunday Milwaukee Journal Sentinel for two reasons.  First, to have a physical crossword puzzle to work on every Sunday and to have something to read at breakfast the rest of the week.  If I need info I don’t read the paper I search for it on line.  So it’s up to the paper to make sure their content shows up in my search.

The NAA has also missed the boat so far in one other respect.  The campaign will run in newspapers, by people who are already reading the newspapers.  Unfortunately the font on the ads available on the Internet isn’t large enough to read.  Go figure.

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About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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