Some people think that a cash value should be assigned to any earned publicity. Others realize it’s not a legitimate comparison.
Recently Wall Street Journal columnist Carl Bialik, The Numbers Guy, addressed the subject of advertising value equivalency AVE. This is perhaps the first example of a mainstream media publication shining a light of the controversial practice of AVEs.
The primary reason advertising value equivalents exist are because they are perceived to be a way to attribute value to programs that would otherwise be difficult to value directly. They are a path of least resistance approach to return on investment calculations, but not a valid one.
There are many reasons why this assertion by Don Bartholomew over at Ragan is right (Click on the link above to read the entire post–well worth it). But the main reason I see is a simple one:
Buying an ad doesn’t render the same credibility as earning a positive story or mention in the media.
Some may say this is naive, as getting a story on the news doesn’t necessarily mean it has merit, but it certainly is more likely to have greater weight with most consumers than a glossy ad.
Simple question: what impresses you more, an ad about a company during the local news or a positive story about that company on the local news? If you agree that a story is worth more than an ad, then a cash equivalency is a ridiculously useless concept.
Singer-Songwriter Dan Coyle announced he will release a new album on September 1, 2011, and he promises it will be his best.
Coyle, an internationally touring folk songwriter from New York City, will begin recording of the album in Berlin this August.
“I’ve really taken a lot of time to craft these songs and have no doubt that this will be my best work yet,” said the modern-day troubadour.
“Since we’ve been touring Europe with such success this year, I decided to write and record everything here,” he said. “Half the album will be stories inspired by our travels; the other half will consist of thoughtful songs similar to what you’ve heard from me previously–but with a keener focus on melodies and lyrics.”
In addition to the new album, Coyle is offering an entire line of high-quality merchandise to coincide with its release.
“We’re filming a ‘Making of the Album’ DVD that will be released along with the album, as well as new tee shirts, a Dan Coyle songbook and posters. It’s a very exciting time for me,” the songwriter explained.
A longtime practitioner of the “guerilla” music and recording scene–where Coyle has performed almost every task in the writing, performing, recording and production of previous albums–the road veteran is taking a more collaborative track with the new album.
“From the sound engineer and film editor in Berlin to the graphic designer in Paris to the CD production to the tee shirt manufacturing in the US, it will be my most polished and collaborative album yet,” he said. “I want every aspect of the album and merchandise to reflect that,” Coyle said.
Coyle is currently touring Europe for the remainder of 2011, and considering the option to extend the tour into 2012. You can find Dan’s music at dancoyle.com and pre-order his upcoming album at order.dancoyle.com.
“By pre-ordering the album folks will get everything at a discounted price, and there are a lot of extras that they will only be able to get during pre-sale,” said Coyle.
Join Dan’s friends and fans on Facebook. Click here.
Disclosure: Dan Coyle is a friend and occasional client of AlexanderG Public Relations.
I’ve had the pleasure of working with the iconic women’s fashion retailer The Limited this year. The Limited has posted some impressive gains in market share recently under the vibrant, progressive leadership of CEO Linda Heasley. However, I think what impresses me most is the company’s investment in the communities their stores call home.
For example, here in Kansas City The Limited gave fashion makeovers to clients of the Women’s Employment Network and donated a share of opening weekend proceeds to this vital non-profit organization dedicated to helping women help themselves.
In Dallas the Dress For Success store received a makeover from the pros of The Limited:
That kind of commitment to being invested in a community speaks volumes about the heart and soul of a company. We’re all taught in Sunday school or its equivalent to give of ourselves, and in a cynical age it’s refreshing to work with a company that takes that lesson to heart and lives it.