Another reason for review is the continuous emergence of new media, such as ad-
vertorials and infomercials. Advertorials are print ads that offer editorial content and
are difficult to distinguish from newspaper or magazine contents; infomercials are TV
commercials that appear to be 30-minute TV shows but are advertisements for prod-
ucts. Advertisers have substantially increased their spending on outdoor media over
the last decade. Outdoor advertising provides an excellent way to reach important lo-
cal consumer segments. Cable television now reaches a majority of U.S. households
and produces billions of dollars in advertising revenue a year. Cable systems make it
easier to reach select groups.
Another promising new media site is the store itself. In addition to using older
promotional vehicles, such as displays and special price tags, some supermarkets are
selling space on their floors for company logos, experimenting with talking shelves,
and introducing “videocarts,” which contain a computerized screen that carries
consumer-benefit information (“cauliflower is rich in vitamin C”) and advertiser pro-
motions (“20¢ off on White Star Tuna this week”).
Ads also appear in best-selling paperback books, sports arenas, movie theaters, and
movie videotapes. Written material such as annual reports, data sheets, catalogs, and
newsletters increasingly carry ads. Many companies that send out monthly bills are
including advertising inserts. Some companies mail audiotapes or videotapes that ad-
vertise their products to prospects. Here are some other emerging media:
■ Digital magazines (or digizines):With names like Trouble & Attitude, Word,and
Launch,the latest magazines are not on the newsstand but are available on the
Internet. Digizines are much cheaper to start up and operate than are print mag-
azines. Starting a glossy publication for men aged 18 to 34 today would require
at least $10 million, whereas digizine start-up costs are between $200,000 and
$500,000. Still to be worked out, however, is how to price them or earn money
through selling advertising.
■ Interactive TV:Combined computer, telephone, and TV hookups have now made
it possible for people to participate in two-way communication with programs or
information services via their television sets. Whereas home shopping networks
allow customers to call in their orders, interactive TVallows consumers to use a
computer keyboard to communicate directly with sellers on their TV screen. So
far interactive TV technology is only in the testing phase.
■ Fax on demand:Used most by business marketers, fax-on-demand technology al-
lows businesses to store information in a fax technology program. Customers
who need information call a toll-free number, and the fax program automatically
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