Author Archives: Steve Mays

Sivad is “Davis” spelled backward

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Growing up in Kennett, Missouri, in the 50’s and 60’s, we got our TV from Memphis, 100 miles to the south. But we were blessed with a great selection of movies. One station, WHBQ, billed their offerings, “Million Dollar Movies.” And there was a great sub-set of horror movies (Dracula, Wolfman, Frankenstein, etc) presented as Fantastic Features. The Monster of Ceremonies was SIVAD, the only vampire with a hush-puppy southern accent.

How big was Sivad? He drew 30,000 fans to the Mid-South Fairgrounds, breaking the Beatles attendance record). You can learn more about Sivad and alter ego Watson Davis here.

Much thanks to Charles Jolliff for tipping us to this pop-culture flash-back.

Is this the future of advertising?

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First, I am assuming this was a paid commercial. And I’m assuming Domino’s Pizza paid a premium. The ultimate “live read.” As I watched, I realized I was paying very close attention, trying to figure out what I was seeing.

Whose idea was this? The show’s writers? You damn well better have good writers if you’re going to try this. Was it Domino’s idea? Their ad agency?

My next thought was, this is a one trick pony. You can’t do this every night. Or even every week. But then it hit me, you wouldn’t need to. This segment had 100% of my attention. I clearly got the message that Domino’s Pizza was trying to make their product a lot better. I don’t need to see some mindless 30 second spot over and over.

This… whatever it is… didn’t insult my intelligence. It played to it in a tongue-in-cheek manner ideally suited to those who watch The Colbert Report. I have no trouble imagining an advertiser paying big bucks for this.

Mel Karmazin interview: “Fucking with the magic”

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Mel Karmazin is the CEO of Sirius Satellite Radio. Before that he was head of CBS Radio. For most of his career he has been known as a “Wall Street darling” for his ability to drive up the price of his various companies’ stock. Don Imus frequently referred to him as the Zen Master. Let’s just say he knows a lot about radio and advertising. I was struck by his description of advertising and frank assessment that Google was “fucking with the magic.”

“I loved the model that I had then. At that point I had… I was the CEO of  CBS and I had a model where you buy a commercial… if you’re an advertiser you buy a commercial in the Super Bowl and, at that time, you paid two-and-a-half million dollars for a spot and had no idea if it worked. I mean, you had no idea if it sold product… did any good… I loved that model! That was a great model! And why …if I can get away with that model… if I’m in the business where I can sell advertising that way, why wouldn’t I want to do it?

No return on investment. And you know how everybody looks for return on investment? We had a a business model that didn’t worry about return on investment and then here comes Google. They screwed it up. They went to all these advertisers and said, we’ll let you know exactly what it is.”

Oooh. Reminds me of the old saw, “I know that only half of my advertising works, I just don’t know which half.” The full interview is worth a watch and confirmed my feeling that a real sea change (in advertising) is taking place.

“The Age of Media Agnosticism”

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In an essay titled The Age of Media Agnosticism, Steve Rubel cites a study by the Poynter Institute that identifies seven classes of news consumers and the beginning of a “new era of media agnosticism.” First, the 7 types:

  • Traditional: those who devote a set amount of time to their news habit every day;
  • Passive: multi-taskers who don’t devote time to news but have an “ambient awareness” and tune in as their interest is piqued;
  • Pursuit: people who seek out a specific piece of information, such as the full version of a story they heard about;
  • Social: under 30-types who rely on the news to “find them” via social networks;
  • Partisan: individuals who turn to select news providers based on their own outlooks (e.g. DailyKos or FOX News);
  • Continuous: “information addicts” who are always plugged in; and
  • Post-traditional: news consumers who get it all online and have “loose loyalties” for certain sites.

I’ll put myself in one or both of the last two types. And for those of us in or near the news “business,” Mr. Rubel’s final takeaway:

“Faced with infinite choices, powerful search tools and equally helpful friends, we’re adapting our habits and becoming less loyal to general sources than we once were. Many rely on the news to find us rather than our needing to seek it out. Those who do hunt for news are likely to do so via a single outlet of their choosing and/or a search engine, or even YouTube.”

Pimp my netbook

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Local artist Jim Dike pinged me for advice on a new computer and wound up buying a Dell netbook. He wanted good battery life and reports the new Dell can run for 8 hours on a charge.

And it will look smashing the entire time. All you need is some clear sticker paper and colored sharpies (and a pick-up truck load of talent). Not sure how I feel about putting “sticker paper” on m precious MacBook Pro, but I’m tempted.