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Beyond Branding is written by members of The Medinge Group

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December 10, 2005

Left or right? 

What is the deal with in ‘Viva’ in The New Zealand Herald? We request right-hand pages and keep getting left-hand ones. The ad rep told my number-two that the odds of getting a left-hander when a right-handed ad was requested were about 1 in 10. Our ad buys with the Irish this quarter show the odds are 3 in 3.
   To understand this, we need to re-examine the fear of the toward independent publications, and the , oft-visited in this . How they keep confirming the simple fact that the mainstream are losing touch with everyday , a pattern which exists elsewhere in the western world.
   They will stay afloat for now because of their claimed circulation, but will their attitude hurt their so much that will find it disadvantageous to be aligned with them? I’m beginning to think that that day is nearer than we think.
The rep maintains the 1 in 10 figure in her response to me today, and assumes others had paid a loading to be on the right-hand side. I still have some doubts, and have asked if her ratio is for just those who have paid a loading.  
No reply to the question as of today.  
Still no response, though she has proposed to my director of advertising that we pay more. I am the one who authorizes this, so the sooner I get a reply …  
Finally, a response. The 1 in 10 figure is her ‘opinion’ based on all advertising. What do readers think? Yea or nay? I need way more convincing from our Irish friends, methinks.  
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