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On Advertising

Monday, January 15, 2007  |  posted by Hugh Hewitt

A New York Times’ piece on the greta struggle for your attention: “Anywhere the Eye Can See, It’s Likely to See an Ad.”

The hunt for your eyes is detailed, but not the hunt for your ears.  The reason why I am very confident about the continued viability of talk radio is that the audiences for the large shows is incredibly loyal as well as significantly trusting of the opinions of their hosts.  If Rush endorses a product –and not just in the spots but in the body of the program– that is a huge win among 20 to 40 million listeners who, by the way, have higher incomes and higher education levels than the ordinary consumer of pass-by media.  The same holds true for Bill Bennett, Sean Hannity, Laura Ingraham, Michael Medved, Dennis Prager and yours truly.

What has pioneered is the link between the internet ad and the radio ad, and over and over again we are seeing the driver that is on-air advertising linked to this site or the front page of  Not only are we getting better at making those links, the media consumer is getting much better at figuring out that affinity advertising provides them not just with the goods and services they need from vendors they can trust, but support for a worldview they endorse.

Non-traditional advertising is interesting:

One company that says that nontraditional advertising has worked is Perry Ellis, the clothing designer, which gave 594,000 free shirt boxes and hanging bags to dry cleaners in New York, Miami, Los Angeles and San Francisco last year. Perry Ellis still gets phone calls from the laundries asking for more bags, said Pablo de Echevarria, senior vice president of marketing.

“We’re always looking for new mediums and places that have not been used before

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