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Don't dumb it down, smarten it up.

February 13, 2009

Analysis of:Bloomberg TV Tries To Become A Player | www.cbsnews.com

Business cable channels heyday was during the dot com boom, when basically any tech stock was a winner until the bubble burst. So-called experts became TV personalities and developed large followings. The amount of actual research and factual content behind their predictions was always questionable. Today, with the markets in termoil, I find it surprising that this format of lowest common denominator reporting has survived. The Cramers of the world seem more concerned with pumping their own stocks than in providing any worthwhile analysis.   But this does not mean Bloomberg TV cannot survive if it targets a more educated audience, rather than trying to compete with FOX/CNBC. If Bloomberg were to take the approach of, say, Paul Kangas on PBS's excellent nightly business report they could offer something new and worthwhile.

Know your audience

February 6, 2009

Analysis of:Are you being Forgotten | www.kochanandcompany.com

Advertisers do need to advertise, but increasing your advertising budget will not guarantee increased market share. Too many advertisements treat their audience like idiots and talk down to them. They are too obsessed with style rather than substance. Many advertisements fail because although the ad itself is memorable, the product is not. How many times have you watched an advertisement, and even been entertained by it, but when it was over failed to recall the product it was selling, even after seeing it multiple times?

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