Since my father-in-law is in network computers, I pointed this LA TImes article out to him this morning.
After reading it he was instant in his response to me...so I'm sharing it here with you because I agree with him.
Josh's Father-in-Law: "Josh, this article missed the opportunity to talk about WHY this is happening? Or even what this means to local stations, networks, or advertisers.
Continuing with finger gestures:
Why it's happening:
- Watch on your schedule, not the television stations or the network schedule. It's like Tivo. This is just a web version of Tivo
- Better control over the annoying advertising. We are sick of the lousy boring annoying commercials
What it means:
- Local television stations are doomed unless they get their heads out of the 50’s and 60’s way of doing TV
- Businesses that depend on TV to attract customers need to re-think their marketing. Because the internet will do to TV what TV did to Radio. Maybe even worse
Old school TV advertising THINK is the problem Josh; you can help your clients here because you don't THINK old school TV do you?
Josh: I do not.
Josh's Father-in-law: That's right, you don't.
And besides the convenience of watching on your own schedule, the TV ad industry has run their customers off by being boring and annoying.
Just look at one factor… Everyone complains about how loud the commercials are, everyone says they mute and walk away. EVERYONE. Even with everyone telling what they don’t like, no one in TV listens.
Think about it, what if at the door of Target or WalMart a greeter had a bull horn, and every time you walked in they stuck it in your face and screamed “WELCOME TO WALMART, TODAY WE HAVE A SPECIAL ON….”
Then on every aisle there was another employee with a bull horn…full volume…”PANTEEN SHAMPOO IS SOOOOOO GOOOD TO YOUR HAIR, BLAH, BLAH,BLAH….”. And, sometimes you had to get through two, three, four, or even five of these people just to get to the product you wanted on THAT aisle!!
If this happened, you and everyone you know would stop going to that store. They would complain to the store manager and either the store would listen or go out of business.
Why then is it so hard to understand why consumers are turned off by Old TV THINK and why it means the end.
Josh: "Okay. I think you make some good points there; I need to be on my way now. Thanks."
(do you think I touched a nerve giving my father-in-law this article to read this morning?)
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