This morning at breakfast, my buddy John Fox who writes a marketing blog on the Huffington Post handed me an interesting article. The Wall Street Journal explains how Viacom has been piling more ads onto its TV channels like Nickelodeon.
They’re doing this because viewership is down. They’re making up for it by selling more ads.
4% more commercials in 2010… then 7% more in 2011… then 9% more in 2012.
Nickelodeon’s viewership is down 29% this year.
How do you think this story ends?
Sounds like a death spiral to me.
In Autoresponder Boot Camp, I say your content to pitch ratio should be 80/20. Guess what, ESPN sells 9 minutes and 27 seconds of commercials per hour, that’s 84/16%.
The Discovery Channel sells 10 minutes and 59 seconds of commercials per hour. That’s 82/18.
Some folks err too much on the lean side. I’ve seen guys with business blogs and email lists who promise to never pitch you on anything. That’s a mistake. You have every right to earn something for your efforts; it’s not like you’re doing it for charity.
But if you wanna drive your customers away, Nickelodeon will be happy to show you how.
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