Vertical Trade Crap
This is something that has been bugging me for years, and I can't hold it in any longer... Why is it that "marketing" oriented magazines continue to have the same level of mediocre crap advertising that other vertical publications have? I can understand that magazines geared toward the betterment of the meat packaging industry may not have the marketing funds or resources to crank out One Show creative. However, the marketing industry should have higher standards. Or, am I crazy?
I know that publications don't necessarily like to get into the business of censorship - specifically if it may affect advertising revenue. But, I've had ads censored by publications for borderline and edgy creative (e.g., "we would prefer that you use "stink" rather than "suck"). So, if they are going to worry about the general content of advertising, why can't they also have a baseline for concept and layout? Case in point, this ad from the back cover of a May issue of DM News.
Now, I am sure the company offers a relevant product (they are part of the list monster InfoUSA). And I am sure that the information within the ad is relevant. The fact is, they have fallen into the trap that most vertical advertising falls into — cliche concept, too much information, and very bad design.
Can we all just come to a consensus that all of the typical cliche stock photos shouldn't be used, if you're spending multiple thousands of dollars for a back cover of a magazine. Please?
No more men in business suits, carrying a briefcase, wearing tennis shoes and jumping over a track hurdle. No more men smiling confidently, with their arms folded behind their head, looking like they've just successfully pulled off a devious task. No more smiling, Time-Life operators, "pretending to care" that they actually care about customers.
Now, don't jump down my throat, I know that stock photography is cheap. But if you're going to use it, let's devote some time to customizing it. And, while we're at it, if we're going to drop thousands on media placements, devoting some budget to creative should be a logical necessity of the "marketing investment."
There. I feel better already.
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