The Challenges Of Ad Spending…

Monday, September, 22, 2008 by Mel Phillips.

One of the most useful of all the topics discussed at the NAB Radio Show was the presentation made by RAB senior VP Lynn Anderson.  It was a discussion about ad spending directed at both sellers and advertisers and it covered what both sides can learn from previous economic slowdowns throughout history.  This was not a pep talk to rally the troops, more a common sense approach and attempt to allay the fears of those sitting on their collective wallets…

Companies that continued to advertise including those that even increased ad buys during a down economy, even a recession, gained market share and in some cases took over a market.  Lynn Anderson put it this way: “it is OK to steal shares from your competitors during a downturn.  The fact is, we know a recession or downturn is always followed by a boom turn.”  Economists are encouraging people to buy houses now and probably for the same reason…

I loved the kicker of the presentation: “it is our responsibility not to have our heads in the sand but to be that voice of reason and to be a real partner that helps advertisers through these rough times while keeping station revenue up.”  That said, Lynn Anderson cued her band and put her message in song…

10 Timeline Memories:

1. 1957] Premiered on this date: “Maverick“ starring no, not John McCain but James Garner. This was one of the first shows I mailed promotion kits to affiliates when I was a mailboy at ABC. “Maverick” would run for 5 seasons and was one of the first hit shows for this fledgling network at the time…1964] “The Man From U.N.C.L.E.”, the spy show that made stars of Robert Vaughn and David McCallum. It ran for four seasons…
2. 1961] Peace be with you: President John F. Kennedy signs a congressional act that establishes the Peace Corps…
3. 1967] On the cover of Time Magazine: The Beatles…
4. 1969] Home run derby: The Giants’ Willie Mays becomes the second player, behind Babe Ruth, to hit his 600th home run. Hank Aaron will pass Mays and The Babe. Barry Bonds passes them all…
5. 1975] You missed: Sara Jane Moore fails in an attempt to shoot President Gerald Ford outside the St. Francis Hotel in San Francisco (it’s the second attempt on Ford’s life in 17 days)…
6. 1980] “Happy Trails”: Irving Berlin dies at the age of 101. Cause of death was being 101.  This tribute to Berlin’s music was done at the Oscars in 1982…1999] George C. Scott passes away from a ruptured aortic aneurysm. Scott was 71.  Remember ‘Patton‘?..2001] Issac Stern dies from congestive heart failure at 81.  Did you know that Jack Benny played with Stern at Carnegie Hall?…2007]  The only mime I ever liked - Marcel Marceau passes away at 84.  Marceau, who was Jewish, dies on Yom Kippur.  No cause of death was given…
7. 1987] Out on strike: The second regular season strike in five years hits the NFL. This time only 1 game during the 16-game season is cancelled…
8. 1995] SOLD!: Time Warner strikes a $7.5 billion deal to buy Turner Broadcasting System, Inc…
9. 2004] That’s a fine thing: CBS is fined $550,000 by the FCC for showing Janet Jackson’s exposed right tata during the Super Bowl XXXVIII halftime show which I witnessed in Houston…
10. 2005] New justice: John Roberts’ nomination as chief justice clears the Senate Judiciary Committee on a 13-5 vote…

Music Memories:

• 1962] Great trivia question: Name the first British group to reach the Top 20 on the U.S. charts. You’ll never guess this so I’ll give it to you - The Springfields (featuring Dusty Springfield) become the first Brit group to do it with “Silver Threads & Golden Needles“, which goes to #20 on the charts…
• 1962] Dylan hits the big stage: Bob Dylan makes his first appearance at Carnegie Hall as part of a concert organized by Pete Seeger…
• 1965] Recorded on this date: “I Hear A Symphony“ - Supremes…
• 1967] Number One on this date: “The Letter“ - Box Tops…1975] “I’m Sorry“ - John Denver…
• 1985] Farm Aid: Inspired by John Cougar Mellencamp, the first ‘Farm Aid’ concert raises $10 million. In addition to Mellencamp, performers include Bob Dylan, Willie Nelson, Neil Young, Lou Reed and others…

“Happy Birthday…happy birthday”:

Mike Richter (42), Bonnie Hunt (47), Scott Baio (47), Joan Jett (50), Andrea Bocelli (50), Debby Boone (52), Toni Basil (65), David Stern (66), Ingemar Johansson (76), Joni James (78) and Tommy Lasorda (81)…

Timeline Countdown: Autumn begins today, 6 days until the end of the regular MLB season, 8 days until the playoffs and 31 days until the World Series opens…

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