Ven-Views

This post is adapted from “Why Television Still Shines in a World of Screens ” - Richard Stross

During the third quarter in 2008, Borders reported a loss of $175.4 million. People today are just not reading print. Today’s society thrives on multitasking and crunched time. While watching television, people are able to use their cell, access the internet, and watch television with minimal effort. If they were to read print, the concentration level required would have to be elevated and people are not willing to put the effort forth.

“MARKETERS often cite a quote generally attributed to John Wanamaker, the pioneer department store merchant: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” In the absence of hard data on how many people actually saw an ad in predigital times, advertisers were willing to give print media the benefit of the doubt. That’s no longer the case.”

This means that advertisers are now able to focus their ad dollars in a way that will not leave them questioning. If you focus on television and internet you will hit your expected audience without a single doubt. The time in which reading was a hobby has plummeted. It has now become a skill that not all possess. Focusing your ads to the changing of society will alleviate any uncertainty you may have about your advertising. And help you grow your business.