Breaking news: Atlanta commuters don’t want to listen to “The Bible”… even if James Earl Jones is reading it.
This is purely based on the fact that this ad didn’t perform that well in the radio “test campaign” we were running down there. To deal with a major hurdle of promoting audio books– ie, that an astonishing number of people don’t know what they are–we decided to use a lot of examples within the body of the ad. Unfortunately, the ad using “The Bible” (which does, of course, exist on audio book) was a non-starter. Maybe if we’d actually used J E Jones for the ad?
February 17th, 2006 at 1:45 am
I would listen to the want ads if James Earl Jones was reading them, and I’d probably pay for the pleasure.
I know there’s a huge market for Christian literature, so using the Bible in ads might be a good idea from that standpoint, but it also might turn off some customers. I know I wouldn’t rush to my computer to sign up if I had heard that on the radio.
February 17th, 2006 at 10:44 am
I know, I know, I know. There was a lengthy-ish debate in the office about whether or not to use that particular version (we had 5 or 6 v ariations running at the same time).
In the end, the “It’s attention-grabbing, and might spark traffic purely out of curiousity” camp won the day.
February 22nd, 2006 at 2:01 pm
I think you’d have better luck advertising something like “Bible Errors” or “Maybe the Bible isn’t inspired”. I don’t know if there are books like that, but it would peek curiosity. We already know the Bible and get lessons every Sunday. Who wants it 24/7? But something that contradicts our beliefs or gives us surprises in what we believe would be much more interesting.