Dispatches: Being a Gemini, I am split on the wisdom of announcing to the world that one of the world’s leading brands will not advertise during the first 48 hours of “conflict.” P&G made that
clear yesterday. And where P&G goes, others follow. On one side, I can understand that the current state of media means that this potential conflict will be televised 24/7 on something north of 100
channels. Maybe I don’t want my brand to be a part of that. I can understand that the Downy ad scheduled for Noon on CBS might not go over well if programming has switched to the possible dangers of
chemical warfare. But it is also a very strong statement about covering the war. One of the biggest advertisers has said that when TV starts covering this war, money will come off the table. I don’t
think P&G asked for the responsibility that comes with being an advertising powerhouse. But they have it. Where P&G goes others follow, and the first few days of any conflict are going to hurt the
media economy more than they need to.
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From The Mouths Of Babes: The other day my 8-year-old daughter wanted to know “what time is the war going to be on?” She thinks it's going to be a
regularly scheduled show, and is more than a little bit worried it might compete with Lizzie McGuire in the 7:30 time slot. Problem is, I’m not sure she’s entirely wrong.
Parting Shot: If
hostilities break out, MediaPost will publish, even during the first 48 hours.
Parting Shot II: If war does break out, do you think we can get Dodge Trucks to stop running those TV ads where
the guy pukes his beef jerky on the dashboard?
