"It's not about showing the 50 raincoats," says Zee. "It's about showing the best three." That's how new Vitals Editor in Chief is setting Vitals apart from Cargo. The magazine promises to be more about upscale lifestyle as it relates to shopping and products rather than a comprehensive list of all 350 products available in a particular month.
Even in the face of Cargo's successful launch, advertisers are buying into the Vitals conpect. The debut issue, which features Matt Damon on the cover, will contain 80 ad pages.
Trying to insure it's savior from obliteration as a medium, new research commissioned by the Radio Advertising Bureau and conducted by Radio Advertising Effectiveness Lab has found a new way to set the medium apart from television and newspaper. The research found the medium to be more emotional and more individual in its relation to the listener.
"Maybe the biggest difference between television and radio is that when [consumers] think of television, they say it tunes them into the world. When they think of radio, it tunes them into their world," said RAEL consultant Jim Peacock. Peacock. Funny. The old TV peacock cheerleading for radio.
As much fun as it would be, you can't really disagree with this research. Just think of all those fantasies (no, not the sexual ones) you have driving alone - or even with friends who don't talk - in your car while listening to your favorite song or an NPR baritone eloquently deliver the state of the world. It is more personal. Admit it. You can love Howard Stern alone in your car but if you were listening to him with your mother/father/wife/husband/daughter/girlfriend/boyfriend, it would be it bit different and even make you squirm.
Following his Twelve Tips on Being Creative, Hugh MacLeod now offers us Ten Tips on How to Be A Copywritergapingvoid: how to be a copywriter. Number one is hilarious but true: Be Good. As much as we like to sing the death tune for TV, Hugh says TV is still where the money's at. He's right too - at least for a few more years.
