Less Ads … More Ads.

FedEx is punting on the 2009 Super Bowl, and the undisputed king of the Big Game — its agency, BBDO — will be a lot more on the sidelines this year. Steve Pacheco, ad director at Super Bowl stalwart FedEx, wrote on a company blog that the $3 million for a 30-second spot on NBC’s telecast wasn’t a prudent expenditure in tough economic times. “Make no mistake, our advertising presence in 18 Super Bowls since 1989 has strategically allowed FedEx to establish itself as a household name … [but] there is a time to justify such an ad spend and a time to step back. … A Super Bowl ad buy is not where we should put dollars at this time.” BBDO has also lost prolific Super Bowl advertiser Pepsi in the U.S. and will produce only three commercials for 2009, down from six commercials in 2008 Super Bowl, seven in 2007 and five in 2006. BBDO’s only spots for 2009 will be a :60 commercial for the National Football League, a 30-second for Monster.com, and one more of undetermined length for GEC.

DailyLit Gets Your Ad in the Pages of a Novel
Book serialization has come into vogue again, 170 years after Charles Dickens popularized it with “The Pickwick Papers” and “Oliver Twist.” Funny enough, it’s the 19th-century author who is championing the form in 2008: His “A Christmas Carol” is one of more than 1,000 titles available through DailyLit, a digital serial book publisher that shares books with nearly 150,000 subscribers in short, customized installments via email and RSS feed. And now it’s opening its virtual pages to advertisers. Dickens’ holiday classic is also one of three titles to join DailyLit’s new and growing ad-supported business model. DailyLit works with 35 book publishers to license digital or digital serialization rights for select titles, from romance novels to nonfiction how-to guides. Up until several months ago, DailyLit subscribers had to pay to read copyrighted titles or choose free ones among those already in the public domain. Since August, the publisher has opened the doors to corporate sponsorship.


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