Wednesday, October 10, 2001

Advertising industry changes
By James Zwilling
Staff Reporter

Local advertising executives said Tuesday that an economy already volatile prior to the Sept. 11 terrorist attacks on America will continue to suffer in the wake of retaliation against countries in the Middle East.

Vince Bove, an account services director for the Richards Group in Dallas, said the terrorist attacks changed every industry in the United States, including advertising.

He said despite some positive changes, like patriotism and a new perspective on all the small things in life, little good will come from the attacks on America.

“You’d be hard pressed to find positives to come from the Sept. 11 terrorist attacks in the advertising industry,” he said.

According to an article published in AdvertisingAge Magazine, nearly $400 million of commercial time was lost when major networks devoted several full days to news coverage. The Los Angeles Times reported this week that the four major broadcast networks — ABC, CBS, NBC and FOX — alone amassed total losses of $188 million.

The New York Times reported that the total losses in the advertising industry will be up in the billions.

Bove said there are still some strong companies in the United States that will emerge as leaders as the economy falters.

“I believe companies that are using patriotism in their advertising are making a gesture to show that they stand behind the United States,” he said.

The idea that companies would try to benefit from patriotic advertising is unlikely, Bove said.

“Any company would be out of its mind to try and benefit from this,” he said. “If you wrap yourself in a flag to sell something, it’s profiteering.”

Kevin Miller, a senior copywriter for Witherspoon Advertising and Public Relations and instructor of advertising/public relations at TCU, said advertising agencies are re-evaluating the types of advertisements released to the public.

“The biggest change in advertising since the Sept. 11 terrorist attacks is a creative change,” Miller said. “Messages that were appropriate before the attacks are no longer appropriate.”

Mike Wood, TCU instructor of advertising/public relations said advertising agencies play an important role during economic crises.

“Companies want to be on the right side of these issues,” he said. “In times like these, companies tend to build their images.”

Wood said it is unfortunate that most companies pull their advertising when there is a downturn in the economy.

“The immediate reaction is to cut back on advertising because consumers aren’t spending,” he said. “That becomes a self-fulfilling prophesy for these companies.”

Right now, many people might be afraid to spend money, but that will change, Wood said.

“As horrific as Sept. 11 was, time will heal the pain,” Wood said. “Americans are very resilient people.”

James Zwilling
j.g.zwilling@student.tcu.edu