Tuesday, January 16, 2007

Ubiquity is the new exclusivity

"Ubiquity is the new exclusivity."

This paradoxical remark is part of a New York Times story about how advertisers, those people we love who give us money for the privilege of holding our stories apart in magazines, now believe people's time is so fractured that the best place to advertise is everywhere; on eggshells, subway turnstiles, the bottom of urinals (I made that one up, but it's probably been done).

“We never know where the consumer is going to be at any point in time, so we have to find a way to be everywhere,” said Linda Kaplan Thaler, chief executive at the Kaplan Thaler Group, a New York ad agency.

A city dweller 30 years ago was exposed to 2,000 ad messages a day, according to Yankelovich Partners; now it is 5,000.


Blogger Joyce Byrne said...

More ammunition for magazines delivering an extremely engaged and captive audience for sure. I guess ad pages at the big books in the US will continue to decline though as long as the advertisers and buyers continue to act like magpies chasing the next shiny thing. (Urinals?)

10:44 am  

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