Cartier 2012 commercial. Image builder?
Or commercial masturbation?
I was watching CBS Sunday morning when this ad came on for Cartier (the jeweler). Ever since, I’ve been trying to figure out the message. Is it, “our stuff is expensive because we have absolutely no handle on expenses” or, “we make so much money on this crap that we don’t care what our commercial costs” or??
Don’t get me wrong, this commercial is a production masterpiece. Everything about it is absolutely gorgeous and amazing. But it’s also a commercial exercise in masturbation. Is it effective? Or a huge waste of money??
See for yourself, then let me know what you think.
Content Is King!
Content is king. But you may be surprised at which content drives revenue. The Local Online Media Report from Borrell and Associates indicates that while “news and information sites do indeed generate revenue, the Top 5 local online companies derive all their content from their own advertisers. In fact, half of the top 20 are all-advertising sites.” These include AT&T Yellow Pages, Auto Trader and more.
According to the report’s Executive Summary, “TV stations and yellow pages companies continue to do well with about 11 percent share each, up from the past year. Radio stations, meanwhile, are languishing at a two percent share of all locally spent Internet advertising and appear to be barely treading water.”
For 2010, Borrell found that local online media accounted for 14.9 percent of all local ad spending, or $13.5 billion. They are forecasting that to grow to $15.9 billion in 2011, or 17.8 percent more.
By 2015, for the first time ever, Borrell Associates expects newspapers to be toppled as the perennial king of local as online media reach $24 billion, for a 22.7 percent share of all local advertising.
Music Industry Statistics – Sit Down Before You Read This
Thanks to blogger Michael DeGusta, here are a few statistics that will shock only those who haven’t been involved in the music business:
The music industry is down 45% from where it was in 1973.
The music industry is down 64% from its peak.
To put it in perspective:
26 years ago they spent almost twice as much as they do today.
10 years ago the average American spent almost 3 times as much on recorded music products as they do today.
The music industry based its revenues and growth on sales of collections of songs (call them albums, or CDs or whatever). Digital downloads (legal) have allowed people to buy just the songs they want. Read the full story here.
The future? Not so rosy.
Downloaded albums & singles have grown nicely, but that is not nearly enough to offset the loss of the physical equivalents.
Mobile, which includes “Master Ringtunes, Ringbacks, Music Videos, Full Length Downloads, and Other Mobile”, hit its peak in 2007 and has actually been in decline the past 2 years. Looks like the death of the ringtone – and possibly the birth of the iPhone?
Subscriptions – presumably Rhapsody, Zune Pass, and the like — have also drifted downward the past 2 years.
That only leaves internet & satellite radio – Pandora, etc — and others that pay via SoundExchange. It had a good uptick since 2007, but that’s when they negotiated royalty rates for online broadcasters. Even if they maintain some solid growth, it still adds up to a pittance.
Looks like the smaller and shrinking recorded music industry is here to stay.
How to make “Thank You!”
Feel like “x!@$%# You!”
Happy Boxing Day! Or should I say, “many happy returns!”
Our family received this advertising mailer (above) from Macy’s on Christmas Eve. It was disguised as a “thank you” card with a very special offer inside.
On the front of the card was the Macy’s star. Beneath the star was the headline, “two magic words.”
I couldn’t wait to open the card to see what those “two magic words” might be . . .
Much to my surprise, the magic words were “Thank You!” And pasted just to the right of those two magic words was a nice 20% off certificate. Did you get one too?
Then, as in most Macy’s ads, written in teeny tiny print were the words “exclusions apply , see reverse for details.” So I ripped the card out of it’s holder and stared blindly at 13 rows of copy describing in great detail what I couldn’t buy with that nice coupon. Wouldn’t it have been easier to list the one or two items “Storewide” that actually were available to purchase with the coupon?
Hasn’t the social media phenomenon taught marketers to make it easy for consumers, and be transparent? Is it just me, or do you just laugh when you are invited to Macy’s latest “Exclusions Apply” sale.
PS. The mailer went right into the round file, along with the rest of Macy’s direct mail.