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ADVERTISING ROGER PEMBERTON
Those who regard the phrase 'consumer society' as a semi-sneer promoted by the kill- joys will be chastened by a new report from Social Surveys Ltd—the Gallup Poll organi- sation in the U1C—which has for many years led the field in readership research. For after a major study of readership of the three week- end colour supplements (Daily Telegraph, Observer and Sunday Times) over a period of four years, it has come up with the startling conclusion that 'a decade ago advertisements Were looking for readers: now readers are looking for advertisements.' More specifically, it finds that whereas in the 'forties and early 'fifties advertisements opposite editorial matter warranted a 10 per cent premium on the cost of space, on the grounds of extra readership; today, on the evidence of the new research, advertisements opposite editorial matter actually attract fewer readers than advertisements oppo- site other advertising. Meanwhile, the pro- prietors of the colour supplements are still Charging a 10 per cent premium (in one case more than that) on advertisements facing matter.
Why the sudden new magnetism of advertise- ments? Says Gallup: 'The reversal reflects fundamental changes in the market place—the vast growth in the availability of goods and ser- vices and the revolution in shopping habits brought about by the supermarkets, retail chains, credit facilities and shipping mobility. . . . What market reports have been to the professional buyer, consumer advertisements now are to ordinary people.' There may also be a further reason. Some years ago I asked the editor of one of the colour supplements what directive he had on editorial policy. 'Get more advertising revenue,' was the surprising if candid reply. Surprising, and sad: for people in advertising recognise that a good advertising medium, if it is to stay good, must have a healthy editorial life of its own.
Meanwhile, how will the new conditions affect agency copywriters and designers? Already, thanks to the recent advances in colour printing, the colour supplements have made possible a new genre of advertising; and as the spending money has fallen into younger hands the advertising has become trendier to match new tastes. In so far as these changes have made the advertising less dependent on journalistic techniques it may be said that agencies are already presuming on their new- found ascendancy. Two examples from this week's Sunday Times colour supplement illus- trate the point.
First, an advertisement, over three quarters Of which is taken up by a colour photograph of small daughter giving Dad an anonymous gift-wrapped parcel Under.the picture the copy runs: 'What's passion pants giving lover boy for Father's Day? A big wet kiss and Yardley's.' A modest picture of the product is appended.
Secondly, a splendid colour photograph of an MG on the beach, young couple in back- ground, embers of fire in foreground. Above the couple's heads the following message is overprinted on the photograph : 'Trail of dark hair and smell of wild heather drift of gold day into siker sea night sizzle of salt in driftwood lire sweet bird of youth sans mortgage sans carrycot
days of your sports car years grab them fast
don't let them get away from you.
MG Midget- road-hugging fun-filled slung low sweet chariot at MG dealers.'
Dylan Betjeman? or just John Thomas?
Anyway, it's only got chess, bridge and a
down-to-earth blackzand-white central-heating ad to compete with on the opposite page. It's a cinch.
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