Newspaper advertiser: you can’t skip my print ad
Don Day July 15th, 2007
Readers of the Denver Post and Rocky Mountain News find it hard to avoid ads by American Furniture Warehouse. The company spends several million dollars each year - with 40% of that take going to print ads. AFW’s marketing director says the old-fashioned paper newspaper is actually a plus: “There are more and better filters for people to be able to weed out ads,” AFW’s Andrew Zuppa told alt-weekly Westword. “But if you’re getting a newspaper and you’re reading it, you have no new filter for that ad. What other media can say that?” Zuppa also has a smart take on how to advertise on TV - eschewing prime-time series for news: “News products gain a certain value — because I’m not going to record and watch yesterday’s news.”
3 Comments Add your own
1. tdc | July 15th, 2007 at 3:25 pm
AFW runs a pre- and post-roll on mcgraw hill’s thedenverchannel.com “quick cast” every weekday morning and afternoon.
and while the majority of folks are clicking away from the ’show’ at its conclusion, i still wonder how often the post roll runs in its entirety.
makes me think EVERYONE’S should have a short sweet post-roll. heck, nielsen counts tv’s playing in the background.
2. Dave | July 16th, 2007 at 5:47 am
Pretty hard to skip it when I don’t read it…
3. Hussman | July 16th, 2007 at 6:38 am
I have an amazing newspaper ad skipper… it’s called ‘my eyes.’
Assuming of course, I’m like Dave and don’t read it.
Leave a Comment
(Please keep URLs out of the comment body or the spam filter will block you.)Subscribe to the comments via RSS Feed