Media Sales Today

Retailers have traditionally used emotional triggers to connect with consumers during the all-important holiday shopping season. New research indicates shoppers may not feel the usual connection with traditional retailers, which could spell trouble.

While many media types are seeing a slowing in their advertising sales recovery, online advertising continues to grow. While retail continues to lead in online ad spending, automotive is poised to move into the number two position over the next two years.

Advertising sales managers and account executives expect increased ad revenues this year from several categories, according to the 2011 Local Ad Sales Forecast. Sectors with projected growth include health care, retail, automotive and restaurant. With mid-term elections over, most expect decreased revenue from government/political advertising.

I know you hear it. I know you hate it. I know you’re tired of the whining. Your prospects and clients are saying, “TV advertising is A LOT of money.” Or, “I don’t have the money to WASTE on TV ads.” So here’s how you help them NOT waste their money.

There’s a lot of focus after the holidays on sales numbers – were they up? Flat? Did the big box stores beat the little guys? Which categories did the best? In the midst of all of the numbers comes an interesting study from Allen & Gerritsen that says while more and more consumers what to BUY online, most want to shop in actual retail stores ‘for inspiration.’

After years of selling me-too offerings, department stores are positioning themselves as unique. Part of this shift has resulted in ‘private-label’ collections that now extend to the menswear department. Writing for Women’s Wear Daily, Jean Palmieri, highlights how marketers from Bloomingdale’s to Macy’s are investing in their own branded collections. This change allows operators to better compete with vertically-integrated niche marketers such as J. Crew or Abercrombie.

EYE Corp. reports that advertisers are making their way back to malls this year, hoping it’s cool to be seen there now. Several categories have increased spending significantly in the second half of the year.