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Laying hardwood floors is no duck walk, so Doug Ingalls recently posted an ad on Craigslist looking for a contractor to handle a 1,000-sq.-ft. job in his suburban Syracuse, N.Y., home. After weeding out fumble-fingered impostors, Ingalls found a professional who spent a weekend scoping the job, laying the wood, nailing down the loose ends and sweeping...
This could be a make-or-break summer for Six Flags. And in the current economic environment, families will likely sacrifice thrill-ride screams for savings. So why, in the face of such serious challenges, would Six Flags respond by rolling out an ad campaign featuring a widely mocked character that the company's own chairman once said is "misguided" and "weakens the brand"? Why, just when the stakes are at an all-time high, is a bankrupt company putting that creepy dancing old guy back on our TVs? (See the best and worst Super Bowl commercials...
...buzz can surely help, but to a point. Is Mr. Six actually driving incremental traffic to Six Flags? Viewers are already cash-strapped. Why potentially turn them off with your spots? "Sure, the ad sticks Six Flags in your mind," says Lippert. "But it's wedged in the area that causes extreme anxiety and annoyance. You're saying, 'Get this out of my lobe...
...tasteless ad campaigns...
...while ad pages are plummeting for all magazines, they're flirting with terminal velocity for business titles. The numbers are enough to make a CEO pack it all in (which Jim Spanfeller at Forbes.com just did). In the first half of this year, Business Week ran about 37% fewer ad pages than it did in the first half of last year, according to the Publishers Information Bureau. Fortune, published by Time Inc. (owner of TIME.com), sold 38% fewer pages, and Forbes was down 30% (a number possibly skewed by the inclusion of ForbesLife). But as a weekly, the McGraw-Hill...