• by Masha Geller , May 7, 2001

A few weeks ago I profiled a company that sells interactive ads on gas pumps and ATMs, and the more I think about that concept, the more I realize that the ad industry as a whole needs to pay more attention to the concept of clutter.

For years, television and radio stations have been trying to solve the clutter problem, with variable success, but now it's time to look at the rest of our lives.

Where am I going with this? This morning, a press release landed on my desk, titled, "AdChek Unveils Advertising on Paychecks." The announcement went on to say that this new medium is "perfect for reaching today's elusive consumer."

The Ventura, CA-based AdChek places four-color advertising on the back of employee payroll stubs and direct deposit drafts. The idea is to reach consumer/employees on payday with "money-in-hand," taking advantage of the trusted vehicle's impulse and point-of-sale characteristics.

Another selling point is that the paycheck is a guaranteed delivery vehicle and an "uncluttered direct channel."

Moreover, according to company officials, AdChek's patent- pending process allows marketers to target employee groups based upon employers and other demographics. And, through strategic partnerships, AdChek already has access to more than 1.2 billion payroll checks at Fortune 500 companies.

I have to admit, all of the above could seem attractive from an advertiser's point of view, and I'm the last person to discourage innovation, but this is going too far. I said that when I first saw sound-activated ads in public bathrooms and I'm saying it again - this is going too far!

Of course, there may be a huge shortage of advertising real estate out there that I don't know about...