• by John Gaffney , July 7, 2002

Second Half Riffs: When I was in high school we had a football coach who always told us the second half of the game was for winners. After a scattered first half in terms of actual ad spending, I believe the second half of the year will return the ad business to a focus on effectiveness, and a departure from worrying about a total ad recovery. If you're playing to win, here are the issues you need to focus on as the second half gets underway:

1. Good Fences Make Good Neighbors: When Robert Frost wrote that he was talking about boundaries, and boundaries between sponsors and editorial content will be tested, especially during Q4. From the advertiser perspective you want as much editorial context as you can grab, as long as it serves your brand. Think the Mini center spread in Playboy's Playmate of the Year issue. Think Oreos on the kitchen table on Friends. From the media side, you want to protect the integrity of the content. But you also want to make the numbers. Balance is critical in a business that is losing its content balance in favor of the sponsor.

2. Value Added: Planners and buyers are going to become heroes for their agency and client by squeezing value added deals out of media owners. Buying a slate of 30 second TV spots should get you access to related media properties, if you're dealing with a behemoth like AOL/TW. Buying an advertorial in a print publication should get you access to other activities that the magazine is planning. Primedia's Seventeen seems to have mastered this game, including its big spending clients in special events in print and on runways. That model may be worth copying.

3. Give The People What They Want: That is after you figure out what they want. I think planners and buyers have no higher priority than keeping a close watch on the rapidly changing sentiments of consumers. Right now they don't like big corporations. That may not be true next week. Right now, safety and security are the big ad hooks. That may not hook'em next month. Right now, young men can't get enough print products aimed at them. Will that hold up? Consumer research companies may hold the key to success for the balance of the year.

Hope you had a safe and vigilant holiday. You have a testy summer ahead.