“Effective” frequency? How about “offensive” frequency?

In the world of media planning, “effective frequency” describes the minimum number of times a TV spot must be seen by an individual within a certain period of time for its message to make an impression.  It seems to me (and I’ve taught media courses) that there is  little science and a great deal of guesswork in arriving at a number. The starting point is typically three, but that number can vary widely for all kinds of reasons. many of them arbitrary

My TV watching is probably about average in amount. But if I am to believe that media planners are doing their jobs well,  certain ad campaigns must have “effective frequency” numbers of approximately 7,253.  They aren’t necessarily bad commercials. But I CAN’T STAND SEEING THEM ANY MORE!

For starters, let’s talk Alltel. Perhaps you’ve seen the spot in which good old Chad is led by an androgynous child up to his family, scavenging in an amusement park. The big payoff line is  “Billy, I found you a new retainer!”  I’ve come to inadvertently recite the dialogue along with the characters.  Another Alltel spot is less annoying, but only a little less overexposed. Chad helps a group of superheroes to stay connected inexpensively with “My Circle.”

Save a newspaper – eat a Big Mac!

All in all,  it was a pretty interesting article. Granted, it was reporting the results of research conducted by a newspaper organization. But I’m glad to hear any good news about newspapers, so it was good to hear that newspaper readership is growing sharply in developing countries. (And also that in this country, combined print and on-line newspaper readership  is up, as well.)

But it contained a line that stopped me:  “More adults read a newspaper every day than people eat a Big Mac every year.”  Trying to process that comparison, I felt like quoting that Monte Python character: “My brain hurts!”  I mean, I guess it’s impressive. Lots of people eat Big Macs, right?

Well, yes. Except for those who don’t have a McDonald’s nearby. Or don’t like McDonald’s. Or do like McDonald’s, but not Big Macs. But then again, we’re talking about a whole year, compared to a day. And basing it on people as opposed to the more limiting adults on the newspaper side of things.

Favre’s return no surprise. But THIS one IS!

Let’s talk about comebacks. Optimism. Desire. Energy. Sure, the return everyone is talking about is Brett Favre’s with the Minnesota Vikings. I’m all in favor of that one. Sure, the soap opera gets a bit tiresome. But he’s been a great player, and if he wants to continue–and there’s a team that wants him–he should do exactly what he’s doing. Ignore the clueless couch potatoes and sanctimonious sportwriters talking about tarnishing legends. That’s HIS business.

Favre popping up again isn’t a big surprise, but here’s one that IS: a brand new home-delivered daily newspaper is emerging in Detroit. According to this article in the Lansing State Journal, two publishers are launching a brand new daily in an attempt to fill the void left when the major Detroit papers recently cut back on the days they provide home  delivery. As you all know, the newspaper industry itself is back on its heels, trying to figure out a way to survive, let alone grow.

Don’t read the newspaper? Don’t brag about it.

After posting comments on numerous blogs, most of them business-related, I’ve decided to start my own. Of course, it’s more involved than I thought. (Silence, wife!) While I’m learning the drill, I’ll toss out an opinion to get things started. For this first post, full disclosure: my degree is in Journalism, and I started out to be one.

The past few years  have seemed like one long obituary for newspapers. Fewer people than ever interact with a printed newspaper on a daily basis. And, at least according to the college classes I teach (admittedly the least newspaper-friendly demographic), they aren’t flocking to newspaper-run Websites, or even news networks, as an alternative, either. So it’s not a case of “why buy it when I can get it free?”  It’s more like, “I don’t have (i.e. won’t make) time for the news; besides, I’ve got social media to keep me informed.”