• by John Gaffney , July 1, 2002

Bouncing Off The Satellites: I am wearing my satellite radio T-shirt. I am rooting for XM and Sirius and whoever else decides to open up radio programming and advertising options by adding more choices to the dial. But I must admit even as I cheer, I have no idea why these futuristic services have such retro marketing. Seems like every time I see a print ad or a TV ad for satellite radio it shows me things I already know exist in my finite radio world. Yes, I know David Bowie is readily available. And I know CNBC content, and ESPN content and talk radio. If satellite radio is going to gain an audience it will need to market itself as something different. Example: I’ve heard there’s a program on XM called “Deep Cuts” that delves deep into a record for the real good songs, not just the ones the record company deems promotable. And for me, here’s the killer. I’ve heard there’s a DJ out of Detroit that plays Stax and Motown R&B that most people have never heard before. Those are the things that XM and Sirius need to drag into the light of day. I don’t need more stock info. If you want to present advertisers with something new and opportunistic you need to do the same for the listener.

This, I Love: I have no more of an educated idea than anyone else about whether Merrill Lynch is on the right or wrong side of the law in its recent spats with the NY State Attorney General. But I think somebody understands advertising when I see a print ad that puts Merrill’s chairman David Komansky next to president Stan O’Neal with the tagline: “Lately you’ve been hearing a lot about Merrill Lynch. Now you’re going to hear from us.” That’s thinking. Better yet, that’s acting. Every other company that finds itself on the defensive (big group there) should take a look at this.

Forecast, Schmorcast: I’m burnt on research reports showing an ad recovery. I’m burnt on reports that show no recovery. I say it’s back to one day, one week, one client, at a time.