ER Magazine - July/August 2017 - 25

A mantra I've adopted in the last
few years is "stalking the consumer."
It means I try to make sure that my
ad dollars are working as hard as they
possibly can to reach as many prospective customers as possible. It's been a
long time since I've placed a buy that
didn't include digital and on-demand
versions of the content. The dollars are
not infinite, but they are spread among
all platforms where that content airs in
order to reach the maximum audience.
As more consumers cut their cable
and satellite subscriptions for streaming
services such as Sling TV and DirecTV
NOW, following them with dollars is
the only way for direct response marketers to reach people with products.
General advertisers already know this.
For now, live sports are still a safe
haven for DR marketers on linear

television, and the summer months
offer lots of sports that will help hold
off the digital barrage. The MLB season
is in full swing, meaning that regional
sports networks as well as FOX, MLB,
and ESPN will have plenty to offer
through the third quarter.
In September, NFL football will
make its way back into our hearts and
televisions. But there will be plenty of
games that can be watched on digital
platforms, as the NFL remains the vanguard in developing audiences outside
the linear scope.
News networks continue to draw
huge numbers compared to previous years, and the trends promise to
continue as the nation goes about
its business. The increases in viewership that Fox News, CNN, and
MSNBC have enjoyed on the linear

front means that their inventory is
becoming much more valuable to the
marketer; get it while you can.
The end of the summer brings the
beginning of the "traditional" broadcast
season, with network programming
starting mid-September. While programs such as these are usually reserved
for the upfront general advertiser, there
are areas in which DR marketers can
enjoy the influx of viewers if they are
willing to put some money down on
the premieres. Take care to not ignore
digital broadcasts of the same shows,
since viewers will be there, too.
As my parents age, I will have to
retrain them on how to access the programming they like. But if none of the
streaming services offer every episode
of Murder, She Wrote, I might just end
up losing my babysitters.

[ClassifiedDirectory]
ER magazine classifieds can be found online at electronicretailermag.com/classifieds.
For more information on advertising, contact Laura Gaenzle at Laura.Gaenzle@theYGSgroup.com or (717) 430-2351.

FULFILLMENT

DISTRIBUTOR

Your Trusted Provider in
* Order Fulfillment
* Customer Care
* Value-Added
Services

866.843.3827

David@nresponse.com

www.a2bf.com

(905) 737-6698 ext:307

www.NorthernResponse.com

ADVERTISERS' INDEX
a2B Fulfillment, Inc.
www.a2bfulfillment.com.......................................................................................19, 25
ERA
www.retailing.org ...............................................................................................1, 7, 27
Motivational Fulfillment & Logistics Services
www.mfals.com ......................................................................................................... BC
Northern Response (International), Ltd.
www.northernresponse.com.......................................................................................25
The YGS Group
www.theygsgroup.com ............................................................................................. IBC

electronicretailermag.com | electronicRetailer

25


http://www.electronicretailermag.com/classifieds http://www.NorthernResponse.com http://www.a2bf.com http://www.a2bfulfillment.com http://www.retailing.org http://www.mfals.com http://www.northernresponse.com http://www.theygsgroup.com http://www.electronicretailermag.com

Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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