![]() Is she just a bit of a Cloud Cuckoo Lander (as the 2015 remake seems to think)? Or is she intentionally making the scene entertaining to cheer Cinderella up from the horrible thing her stepsisters did to her? ![]() ![]() The Fairy Godmother makes a bit of a production out of giving Cinderella what she needs for the ball.Whenever a new adaptation appears with a Cinderella whose looks and costumes are very different from Disney's, there tends to be disgruntled confusion about why Cinderella isn't blonde (neither Perrault's version nor the Grimms' ever mentions her hair color) or why her ball dress isn't blue (both Perrault and the Grimms describe the dress as gold and silver and even in this film, it's actually silver, with only product tie-ins making it blue). For many viewers, this film has thoroughly displaced the original fairy tale in any form.(This is the version that was adapted for Into the Woods.) Likewise the Fairy Godmother does not appear in the Grimm version, and there is a three-day ball there, and on the third day, the prince smears the castle steps with pitch, which causes Cinderella to leave behind a shoe. Namely Disney did not drop the toe and heel cutting, as that wasn't in Perrault's version to begin with. Some viewers misunderstand that this is adapted from the Charles Perrault version of the tale, not the Brothers Grimm version.And if you can pull 2% out of TV's revenue, you can have a pretty good year. And that requirement has to be communicated for the station level people to react."Īnd as one media-planning veteran, TargetCast ceo Steve Farella, stressed: "If you can take these accountability issues and own them, you can go after the big dog - TV. And lastly, immediate electronic invoicing.Īccording to Fries: "We're really drumming home that accountability is a requirement to stay competitive in this competitive environment. Also a faster system of reporting to advertisers when their ads ran thereby enhancing schedule integrity. It will, for example, provide more detailed, accurate ratings including out-of-home. Pending release of the numbers, the consensus view is that a metered system will be more accurate and detailed than the present manual methodology. The issue that most concerns advertisers and agencies is that of audience measurement, little credence being attached to the RAB's current diary-based ratings system.Īll sides of the marketing triangle now await the results of the Houston pilot scheme using Arbitron's Portable People Meters. And the radio industry, because it is very locally driven, has not had this on its radar screen. National spending last year remained flat and in 2005 is seen as the freeway to growth.Ĭomments Fries: "This is coming down now because accountability is the key issue with the marketing and advertising industries. Local radio advertising grew 3% in 2004 and comprises eighty percent of the medium's advertising income. It's focus reflects the RAB's plan to target national ad dollars to counter the industry's reliance on local advertising revenues. ![]() The new survey followed a study conducted last year, this time sampling more national agencies than local and regional agencies, and media planners instead of media buyers. The survey revealed that marketers and media-planning agencies rate radio's audience measurement, schedule integrity and accountability below those of all other mainstream media: broadcast TV, cable, newspapers, magazines and the internet. Its findings do not make happy reading for RAB President Gary Fries, who ruefully observed that the "truth is not always what we want and, more importantly, not always what we think it is". The RAB/ Arbitron-commissioned study pinpoints areas in which radio can improve systems and perceptions. Who says? The Radio Advertising Bureau, that's who - after sponsoring research to flag discrepancies between the industry's perceptions of itself and those of advertisers. Upgrading the image of the huge - but largely still localized - US radio industry is the media equivalent of climbing the North face of the Eiger. That small ad has yet to appear but despite its final sentence, applicants are likely to be thin on the ground. Augean stable-cleaning experience an advantage. Fairy Godmother to boost Cinderella medium's sorry image among US marketers and media buyers. ![]()
0 Comments
Leave a Reply. |