Sometimes the PR is the Advertising

Can you believe the amount of free publicity CBS has received from advertising on eggs? Even I had a quote in the AJC on this subject. The news is everywhere. CBS will advertise its fall lineup on eggs. The whole line up. Is this good advertising? What about the shows that don't target egg eaters will they be there? Many Americans don't eat breakfast because they have stayed up watching Conan. Will they be there? Is this a daypart buy? Is this a gender buy? The answer is NONE OF THE ABOVE. This is a pure PR play, and it's great advertising. The question is do we really believe the egg is the medium of the future. Do you think the poor sap who just quit his network sales job to sell egg advertising really has the chips coming to him. Sure it's news today but the second guy will not get a line of print even in atlantaadblog.blogspot.com. The medium is there because of new technology and the CBS marketing people are brilliant to be the first ones through the gate, but I really doubt it's going to last as a measurable advertising product with results attached. While we are in a world of advertising everywhere, clients are asking for measurable results. The cost per click mentality of the year 2006 has driven clients to expect that in all mediums. While Nielsen is "thinking" about releasing commercial break numbers, the "I waste 50% of my advertising dollars and that's ok" mentality is all but dead. Kudos to CBS for their ability to pick up the PR but I'm not so sure that I'm going to be in line as the second advertiser.

Wait... That would be excellent for our client Texas Pete.