What’s in A Name?

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Why is it that Radio and TV sales people sell “spots” and newspaper people sell “ads”?

Does what you call a thing make a difference? A lot of people on Madison Avenue certainly think so.

It’s my position that one Radio ad is equal to one newspaper ad. We demean our product by referring to a Radio ad as a “spot”, and inadvertently elevate the product of one of our competitors.

Here’s a belated New Year’s resolution for 2009: ban the term “spot” from your vocabulary (unless you’re talking about removing something from your clothing). Let your advertisers know they’re purchasing a quality product, not a blemish on their wardrobe.