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Thursday, December 08, 2005 

What TV Tells Us

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"Buy Tide" and "kill your parents", that is.

As promised, finally, this is our take on how a recent Variety piece relates to the PJM model of advertising. From the top of the Variety article:
But as broadcasters struggle to connect with a fractured marketplace, marketers are rethinking their approach to the entire TV spectrum. That includes such blockbuster broadcasts as the Super Bowl and the Olympics, even the Oscars.

All three events will be held in the next three months, and advertisers are being offered a wider variety of multimedia packages and ad formats.

On Super Bowl Sunday, ads will come in 15-, 30-, 60- and 90-second varieties. A number of advertisers are buying around the game -- in the pre-game or post-game show, on ESPN radio, in ESPN magazines and on an Internet service called ESPN Motion, which streams game highlights to your PC. Many are investing in retail promotions, sweepstakes and elaborate product placement deals on other ABC shows.

It's arguable that PJM is trying to tap into the "fractured marketplace" and service a particular subset of the populace that way. However, with even traditional TV advertisers realizing that a one-size-fits model is dead, why on Earth is a "new media" entity trying that out.

We suppose there's an argument to be made for taking the smaller power of each individual blog and brining them together...but that's clearly not working for PJM. As Dennis points out, their main page is boring and doesn't really add any value. Further, the services advertised (Victoria's Secret, Circuit City, etc) aren't really niche for the readers of political blogs. And they're things we already know about. Eventually, and we're betting by the end of next year, those advertisers will realize the futility of their effors and go back to more traditional media outlets. Or they'll switch to some other, more direct, form of internet advertising where the demographic data is easier to get and more in their target.