Archive for October 1st, 2010

Law to regulate commercials’ volume advances

Friday, October 1st, 2010

A law to require television stations and cable companies to keep commercials at the same volume as the programs they interrupt could become reality soon, the Associated Press says. The Senate and House have passed similar bills that only require reconciliation of “minor differences.”

“Correcting sound levels is more complicated than using the remote control,” the AP says. “The television shows and ads come from a variety of sources, from local businesses to syndicators.

“Managing the transition between programs and ads without spoiling the artistic intent of the producers poses technical challenges and may require TV broadcasters to purchase new equipment. To address the issue, an industry organization recently produced guidelines on how to process, measure and transmit audio in a uniform way.”

New rules would be adopted within a year of the law’s signing and enforced a year later.

It’s called the Commercial Advertisement Loudness Mitigation Act, or CALM.

Print can’t even market itself well, Shafer says

Friday, October 1st, 2010

Jack Shafer, media critic for Slate, is not so impressed with the Newspaper Association of America ad campaign aimed at persuading advertisers that newspapers remain a viable marketing medium.

The ads are “so bad I can imagine advertisers interpreting it as the newspaper industry’s no-confidence vote in itself,” Shafer says. “Nobody would blame advertisers if they looked at the NAA ad and used it as an excuse to pull their buys from … papers.”

A second campaign for magazines that the Magazine Publishers of America recently claimed is working also fails to impress Shafer, though he doesn’t explain specifically why.

“If anybody understands how to make a print advertisement that really, really works, it should be newspaper and magazine people,” Shafer says. “But these two campaigns are so bumbling, so unpersuasive, so dull, that you’ve got to wonder whether any advertising intelligence went into making them. Maybe the goal was to sell the newspaper and magazine businesses as outposts of the desperate and pitiful worthy of advertiser charity. If so, Clios all around.”