You Get What You Pay For

Lakota-joint-care-formulaI was reading through the comments on CBC Facebook a while back and noticed a few complaints about how many times a particular promo or ad aired during programming. I have to admit myself, I could cheerfully throttle the Lakota Indian Man who shills those all-natural pain vitamins on CBC Newsworld, seemingly every commercial break. My angst comes not from commercial repetition, aka frequency but from bad production values. They really fry my burger. But back to topic …

Ever wonder why television entertainment is free? I’m sure most of you are aware of this but maybe take it a little bit for granted. I know I do. Way back in the dark ages, during the dawn of television the networks were faced with a King Solomon-sized decision. Make their audiences pay for television, or sell advertising space in the guise of a live commercial “break” so that Ed Sullivan could stand up in front of the studio audience and pitch the product direct to camera. Guess what won? By watching commercials you are “paying” for the entertainment service with your time and attention. In these modern times, people click, PVR, TIVO and fast forward through commercials in an attempt to avoid them. But haven’t you noticed that advertisers have uncovered another way to get their message in front of you? Those so called “free” streams of entertainment still come with a price. A commercial “preroll” is embedded at the beginning of the program forcing you to watch it to get to the free stream. Personally, I think it’s a drop in the bucket – a small price to pay for free content.
Just so long as that Lakota guy doesn’t go digital on me.


About Jill Atkinson

From concepts and smart headlines to original content and transmedia storytelling, to television pitch materials, directors treatments, long format writing, blogs and web copy with SEO, I write it all. I'm a writer, copywriter, and a content writer. My job is to help you say it better with ideas and language that get noticed. With copy and content that engages customers and audiences and ideas that make a connection with them. Ideas that generate a response. Materials that can sell a pitch. When you work with me you're working with the big boys: Maclaren, BBDO, Taxi, Sharpe Blackmore and also a great bunch of mid-sized agencies, b2b shops, a national television network (CBC), 15 specialty channels (History Channel, National Geographic, Showcase, Action, IFC, BBC Canada, + many more) and start ups who have taught me everything I know about how to get you noticed, remembered and sold. Or clicked. Or talked about. There are lots of ways to try to sell your products or to sell people on your offer or to engage them in your content and your show. But there is only one way to get it done right and on strategy. My experience is a foot in the door for your brand or your television idea . And no matter the size of your project, my commitment and attention to detail remain the same, big or small and always on deadline. Great conversations have to start somewhere. Give me a call or shoot me an email Check out my work at
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