Hang Tag

Hang Tag

In the early '70's, our TV late news often carried an 18-20 rating. Not share--rating. I was a sales manager at a station in a medium western market and TV was king. Advertising was so simple via commercials. If we encouraged the viewing audience to buy buckets of dog poop, they'd line up to do so - just because they saw it on TV. The impact of television was extraordinary and we loved it.

Fast forward to today - in that same market the leading newscast delivers an 8-10 rating in late news. It's much more difficult to sell legitimate products - much less dog poop - on that or any other TV station. In some time periods, Local television has begun to develop radio-sized audiences. Chicken scratches - essentially audiences too small to be measured - have begun to show up in key dayparts.

With the advent of TIVO and other digital video recorders, consumers have the power not only to watch shows whenever they choose, but also to fast-forward over commercials. It's estimated that 25% of TV watching households have DVRs--and 53% of those skip commercials when they watch their favorite shows.

Mediums come and go - for any number of reasons, but primarily they are technology changes. Some of you remember those Burma Shave highway ads. (Fewer of you will admit to it.) Burma Shave's funny poems that were placed 100 yards apart on small billboards along highways intrigued and entertained American drivers for decades. But in the mid- 1960's with the build out of the Interstate highway system, this once highly successful ad vehicle had became useless.

Are TV commercials becoming as obsolete? It's so easy to say "yes" and jump repeatedly on the grave of the corpse of traditional media. But the answer is more complex and challenging.

There are four things that will continue to make TV commercials relevant going forward, if the industry can respond.

1) Be Local - Consumers won't TIVO a local newscast or local sporting event. It's a oft-repeated mantra - be local - but no one is doing it! Local programming is often expensive and labor intensive. But local content will by pass DVR technology.

2) Get New Blood - Most people in TV management today were trained in an environment of entitlement when business consisted of opening the doors and letting the cash flow in. In the late 1980s there wasn't a single VHF TV station in America that didn't make money. That mindset is keeping these managers from seeing the writing on the wall--and the innovations that need to be made.

3) Rethink - We need to re-conceptualize the entire world of TV advertising: what a commercial is, where it is positioned, and its creative content. YouTube has repositioned the video experience and TV management needs to catch up to this fundamental shift.

4) Shrink - Most of us have visited the Taj Mahal TV studio facilities in major markets - huge buildings the size of Super- Costcos. Most remain largely empty - large studios for car commercials that no one shoots, big edit bays that have been replaced by small computer work stations, entire accounting departments centralized elsewhere. To remain competitive, TV needs to minimize its costs - and pass savings on to advertisers.

So TV doesn't have to go the way of Burma Shave. But it will, if the industry doesn't catch up and offer its advertisers the innovation required for really effective marketing.

Jackson Weaver is CEO of eTAGZ, Inc., the initial hang-tag company. They develop digital media to help manufacturers, retailers, and advertisers connect with consumers. Visit http://www.eTagz.com or contact him at Jackson@eTagz.com

Leigh White Hang Tag Gift Box by Leigh White - Black Plastic $20 This laminated hang tag comes with every Leigh White purchase.

Liberty Mountain 518077 Bandana Tie Dye Hang Tag and UPC Blue $18.13 Bandana Tie Dye Hang Tag. Huge selection to choose from. High quality components. Many designs available match your personal style. Satisfaction ensured. Color: Blue.

Liberty Mountain 518053 Bandanas with Hang Tag and UPC White $17.56 Bandanas with Hang Tag. Huge selection to choose from. High quality components. Many designs available match your personal style. Satisfaction ensured. Color: White.

Liberty Mountain 518052 Bandanas with Hang Tag and UPC Black $17.56 Bandanas with Hang Tag. Huge selection to choose from. High quality components. Many designs available match your personal style. Satisfaction ensured. Color: Black.

Liberty Mountain 518051 Bandanas with Hang Tag and UPC Blue $17.56 Bandanas with Hang Tag. Huge selection to choose from. High quality components. Many designs available match your personal style. Satisfaction ensured. Color: Blue.

The Hang $14.49 The Hang

Surge Protector, 4 Outlet, 350 JL GOLDX, Travel, Sleve w/Hang TagGOLDX, Travel, Sleve w/Hang Tag $8.99 Surge Protector, 4 Outlet, 350 JL GOLDX, Travel, Sleve w/Hang TagGOLDX, Travel, Sleve w/Hang Tag

Billabong Hang On Lanyard (ASSORTED) $14 Don't misplace your luggage with the Billabong Hang On Lanyard. This cool luggage tag can clip onto your suitcase, or you can put your keys on it and throw it in your purse.

Custom Hang Tag Candy: Long Bags: 48 Count (UVW) $148.8 Enjoy a variety of candy options during your next show or event! These bagged candies come with a custom tag! Just submit your camera-ready artwork and choose up to four different types of tasty candies! There is an minimum order of 11 cases, but they can be any combination of the candies in the list below. Please indicate your total quantity and your assortment when you place the order. For a complete set of images, just check the photo gallery for this product. Custom Hang Tag Candy: Long Bags: Case Count: 48 bags of one type per case. Artwork Requirements: 3-3/16" x 5-5/8" live area. Please place graphics and text 1/8" from all edges. Convert all text to outlines and embed all graphics Digital images must have a resolution which is suitable for printing. (300dpi at the final size or higher) For a full bleed, extend the artwork 1/8" beyond the live area. Custom artwork is for the front of the tag only. The back will have ingredients, nutritional information

Custom Hang Tag Candy: Short Bags: 96 Count (UVW) $122.88 Enjoy a variety of candy options during your next show or event! These bagged candies come with a custom tag! Just submit your camera-ready artwork and choose up to four different types of tasty candies! There is an minimum order of 10 cases, but they can be any combination of the candies in the list below. Please indicate your total quantity and your assortment when you place the order. For a complete set of images, just check the photo gallery for this product. Custom Hang Tag Candy: Short Bags: Case Count: 96 bags of one type per case. Artwork Requirements: 3-3/16" x 5-5/8" live area. Please place graphics and text 1/8" from all edges. Convert all text to outlines and embed all graphics Digital images must have a resolution which is suitable for printing. (300dpi at the final size or higher) For a full bleed, extend the artwork 1/8" beyond the live area. Custom artwork is for the front of the tag only. The back will have ingredients, nutritional informatio

FocusFoodService 8566 9 in. L Enameled Aluminum Squeezer Hang Tag Orange Pack of 4 $113.72 Dimensions: 9 L x 31/2 Dia. Enameled aluminum. Color: Orange. Hang tag. Top Quality manufactured to the highest specifications. Satisfaction ensured.

Hang On $6 Hang On - Weezer

EMT Emergency Vehicle Hang Tags $64.6 Always identify yourself at an emergency with emergency vehicle hang tags. Hang cardstock tag from your rearview mirror to let other personnel know you belong on the scene Bright fluorescent red with one-sided black print

Fire Emergency Vehicle Hang Tags $64.6 Always identify yourself at an emergency with emergency vehicle hang tags. Hang cardstock tag from your rearview mirror to let other personnel know you belong on the scene Bright fluorescent red with one-sided black print

Nurse Emergency Vehicle Hang Tags $64.6 Always identify yourself at an emergency with emergency vehicle hang tags. Hang cardstock tag from your rearview mirror to let other personnel know you belong on the scene Bright fluorescent red with one-sided black print

Paramedic Emergency Vehicle Hang Tags $64.6 Always identify yourself at an emergency with emergency vehicle hang tags. Hang cardstock tag from your rearview mirror to let other personnel know you belong on the scene Bright fluorescent red with one-sided black print

Police Emergency Vehicle Hang Tags $64.6 Always identify yourself at an emergency with emergency vehicle hang tags. Hang cardstock tag from your rearview mirror to let other personnel know you belong on the scene Bright fluorescent red with one-sided black print

Security Emergency Vehicle Hang Tags $64.6 Always identify yourself at an emergency with emergency vehicle hang tags. Hang cardstock tag from your rearview mirror to let other personnel know you belong on the scene Bright fluorescent red with one-sided black print

Hang $10 Hang - Fear No Sports

Hang On To This $6 Hang On To This - Days Of The New

Liberty Mountain 518079 Bandana Tie Dye Hang Tag and UPC Blue Green $18.13 Bandana Tie Dye Hang Tag and UPC. Huge selection to choose from. High quality components. Many designs available match your personal style. Satisfaction ensured. Made in the USA. Color: Blue Green.

Liberty Mountain 518076 Bandana Tie Dye Hang Tag and UPC Red Black $18.13 Bandana Tie Dye Hang Tag and UPC. Huge selection to choose from. High quality components. Many designs available match your personal style. Satisfaction ensured. Made in the USA. Color: Black Red.

FocusFoodService 8565 3 in. Dia. Enameled Aluminum Lemon Squeezer Hang Tag Yellow Pack of 6 $145.31 Lemon Squeezer hang tag. Enameled aluminum. Dimensions: 83/4 L x 3 Dia. Color: Yellow. Top Quality manufactured to the highest specifications. Satisfaction ensured.

Hang in There $12.99 Anne Tavoletti Hang in There - Art Print

Hang In $12.99 Ed Heck Hang In - Art Print