Washington Post ad thoughts/concerns

[Guest guest]

*cross-posted*

Let me preface by saying placing an ad is a wonderful concept. I have 25

years experience placing ads in various venues.

My concerns are less counter attack oriented, as the truth should be

explicit in any ad and will surface, regardless. If the ad is stimulating

enough to cause the average person to think and create doubts in their

mind, no amount of " counter attack " will be able to stop it. (There is not

enough darkness in the universe to put out the light from a small candle)

It seems to me that we are already on the defensive, since the Drug

manufacturers and Government have their offensive programs in place. I have

no problem with the ad being viewed by those of us paying for it - there

will surely be no new information that has not already been seen by Drug

manufacturers and Government.

The legal proceedings discovery currently underway have already provided

significant ammunition for just such an ad. [eg Thimerosal's toxicity being

known sine the late 1920's, etc.] Very few people read long ads with

excessive words and it would be unfortunate to purchase a one shot deal,

just to have it glossed over. The numbers of viewings of the ad look big,

but the reality is only a small percentage will actually see the ad (most

will gloss over it, unless they have personal interest) and if it is too

wordy, even fewer people will actually read it.

Perhaps a series of bulleted MAJOR points and a few lines of supporting

statements with web link addresses would make for an interesting read. Has

anyone checked into online advertising in the electronic version of the

POST? (in addition to the hard copy version) It makes following links much

easier.

The one shot nature of this program concerns me, as advertising is

generally a repetitive business. The placement of the ad is tremendously

important. Page 2 or page 102? Big difference. Just for thought - 4

placements of 1/4 page ads over a one month period with guaranteed

placements? Or 2 placements of 1/2 page ads over 2 weeks? Sometimes there

are discounts for multiple placements. Sometimes there are non-profit rates

that are significantly cheaper (some free - although I doubt the W. Post

has free ads)

Someone has probably done this homework already and I would be interested

in the results. Since we are " blowing our wad " with this endeavor, it makes

sense to me to maximize our efficiency.

My 2 cents - all comments are welcome -

FWIW we are participating, regardless.

Rick

>Jo,

>I think you make an excellent point. I for one am willing to gamble on the

>good judgement of those in place to create the ad.

>Theresa

> Thanks for your input Shamez. This does get kind of tricky because in

> getting it out to everyone, it also means we get it out to the wrong

> people too. If we give too much away, they'll be ready with a counter

> attack of their own. If anyone has suggestions about how to go about

> this, please let me know.

> Jo

> Hi JoAnne,

>

> I applaud the initiative you are taking here and thank you for the

> hard work you are doing. I think it will be easier to get people to sign

> up when they can see the advertisement that they will be putting their

> kids names under. My guess is that people will be hesitant prior to that

> point, but will be galvanized if they like the message.

[Guest guest]

Hi,

I think you made some very valid points and things to consider.

I do think that the Washington Post is an ideal paper to target,

because our Congress Persons will see it. If they don't see it, one

of their people is sure to see it. If I were in Congress, I would

read that paper from cover to cover. (and if I couldn't, I'd have

one of my " people " do it and report to me anything significant) I do

think that the nature of their job depends on keeping up with

things.

I do agree less is sometimes more. But you need enough to create the

sense of tragedy involved in our children's injuries. It has to be

dramatic and explain enough so that people don't turn around and say,

but " I asked my doctor about it and they said that there were just a

lot of anti groups about just about anything. This one is an anti-

vaccine group. " That IS what is happening.

And, one more thought...I'd rather do this than nothing, but comb the

internet for " something " new to break. My son is about to turn 8.

Each birthday is so bittersweet. I remember the early ones before he

regressed. Every year I try to think of a unique way to celebrate

that will mark it for him, like I do for my daughter.

Shirley

--- In @y..., " Rick @ Gemstone Talent Mgmt " <gtm1@a...>

wrote:

> *cross-posted*

>

> Let me preface by saying placing an ad is a wonderful concept. I

have 25

> years experience placing ads in various venues.

>

> My concerns are less counter attack oriented, as the truth should

be

> explicit in any ad and will surface, regardless. If the ad is

stimulating

> enough to cause the average person to think and create doubts in

their

> mind, no amount of " counter attack " will be able to stop it. (There

is not

> enough darkness in the universe to put out the light from a small

candle)

>

> It seems to me that we are already on the defensive, since the Drug

> manufacturers and Government have their offensive programs in

place. I have

> no problem with the ad being viewed by those of us paying for it -

there

> will surely be no new information that has not already been seen by

Drug

> manufacturers and Government.

>

> The legal proceedings discovery currently underway have already

provided

> significant ammunition for just such an ad. [eg Thimerosal's

toxicity being

> known sine the late 1920's, etc.] Very few people read long ads

with

> excessive words and it would be unfortunate to purchase a one shot

deal,

> just to have it glossed over. The numbers of viewings of the ad

look big,

> but the reality is only a small percentage will actually see the ad

(most

> will gloss over it, unless they have personal interest) and if it

is too

> wordy, even fewer people will actually read it.

>

> Perhaps a series of bulleted MAJOR points and a few lines of

supporting

> statements with web link addresses would make for an interesting

read. Has

> anyone checked into online advertising in the electronic version of

the

> POST? (in addition to the hard copy version) It makes following

links much

> easier.

>

> The one shot nature of this program concerns me, as advertising is

> generally a repetitive business. The placement of the ad is

tremendously

> important. Page 2 or page 102? Big difference. Just for thought - 4

> placements of 1/4 page ads over a one month period with guaranteed

> placements? Or 2 placements of 1/2 page ads over 2 weeks? Sometimes

there

> are discounts for multiple placements. Sometimes there are non-

profit rates

> that are significantly cheaper (some free - although I doubt the W.

Post

> has free ads)

>

> Someone has probably done this homework already and I would be

interested

> in the results. Since we are " blowing our wad " with this endeavor,

it makes

> sense to me to maximize our efficiency.

>

> My 2 cents - all comments are welcome -

> FWIW we are participating, regardless.

>

> Rick

>

>

> >Jo,

> >I think you make an excellent point. I for one am willing to

gamble on the

> >good judgement of those in place to create the ad.

> >Theresa

>

> > Thanks for your input Shamez. This does get kind of tricky

because in

> > getting it out to everyone, it also means we get it out to the

wrong

> > people too. If we give too much away, they'll be ready with a

counter

> > attack of their own. If anyone has suggestions about how to go

about

> > this, please let me know.

> > Jo

>

> > Hi JoAnne,

> >

> > I applaud the initiative you are taking here and thank you

for the

> > hard work you are doing. I think it will be easier to get people

to sign

> > up when they can see the advertisement that they will be putting

their

> > kids names under. My guess is that people will be hesitant prior

to that

> > point, but will be galvanized if they like the message.

[Guest guest]

Thanks for your thoughts on this. I personally guarantee that we

have a team of people working day and night on this project and will

deliver the most effective message possible.

Although we cannot compromise our marketing strategy by giving out

too much information, we will keep you posted as best we can.

Unfortunately, there's a great possibility that opponents of this

project are scanning these boards.

Lori

--- In @y..., " Rick @ Gemstone Talent Mgmt " <gtm1@a...>

wrote:

> *cross-posted*

>

> Let me preface by saying placing an ad is a wonderful concept. I

have 25

> years experience placing ads in various venues.

>

> My concerns are less counter attack oriented, as the truth should

be

> explicit in any ad and will surface, regardless. If the ad is

stimulating

> enough to cause the average person to think and create doubts in

their

> mind, no amount of " counter attack " will be able to stop it. (There

is not

> enough darkness in the universe to put out the light from a small

candle)

>

> It seems to me that we are already on the defensive, since the Drug

> manufacturers and Government have their offensive programs in

place. I have

> no problem with the ad being viewed by those of us paying for it -

there

> will surely be no new information that has not already been seen by

Drug

> manufacturers and Government.

>

> The legal proceedings discovery currently underway have already

provided

> significant ammunition for just such an ad. [eg Thimerosal's

toxicity being

> known sine the late 1920's, etc.] Very few people read long ads

with

> excessive words and it would be unfortunate to purchase a one shot

deal,

> just to have it glossed over. The numbers of viewings of the ad

look big,

> but the reality is only a small percentage will actually see the ad

(most

> will gloss over it, unless they have personal interest) and if it

is too

> wordy, even fewer people will actually read it.

>

> Perhaps a series of bulleted MAJOR points and a few lines of

supporting

> statements with web link addresses would make for an interesting

read. Has

> anyone checked into online advertising in the electronic version of

the

> POST? (in addition to the hard copy version) It makes following

links much

> easier.

>

> The one shot nature of this program concerns me, as advertising is

> generally a repetitive business. The placement of the ad is

tremendously

> important. Page 2 or page 102? Big difference. Just for thought - 4

> placements of 1/4 page ads over a one month period with guaranteed

> placements? Or 2 placements of 1/2 page ads over 2 weeks? Sometimes

there

> are discounts for multiple placements. Sometimes there are non-

profit rates

> that are significantly cheaper (some free - although I doubt the W.

Post

> has free ads)

>

> Someone has probably done this homework already and I would be

interested

> in the results. Since we are " blowing our wad " with this endeavor,

it makes

> sense to me to maximize our efficiency.

>

> My 2 cents - all comments are welcome -

> FWIW we are participating, regardless.

>

> Rick

>

>

> >Jo,

> >I think you make an excellent point. I for one am willing to

gamble on the

> >good judgement of those in place to create the ad.

> >Theresa

>

> > Thanks for your input Shamez. This does get kind of tricky

because in

> > getting it out to everyone, it also means we get it out to the

wrong

> > people too. If we give too much away, they'll be ready with a

counter

> > attack of their own. If anyone has suggestions about how to go

about

> > this, please let me know.

> > Jo

>

> > Hi JoAnne,

> >

> > I applaud the initiative you are taking here and thank you

for the

> > hard work you are doing. I think it will be easier to get people

to sign

> > up when they can see the advertisement that they will be putting

their

> > kids names under. My guess is that people will be hesitant prior

to that

> > point, but will be galvanized if they like the message.