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Monday, June 07, 2004

New Life for Old Ads
Commercial Clearinghouse Reaps Rewards for Retailers on a Restricted Budget
The June issue of Business 2.0 contains a brief article about a big idea -- repurposing commercials that were shot for clients who didn't end up using them.

Apparently ad agencies have file cabinets filled with unused commercials for clients who decided to shift direction before the spots aired. Introduce that supply to the demand of smaller businesses who'd like to advertise but can't afford big-budget production costs, and you've got a match made in heaven.

I'd take it one step further and create an ad agency eBay -- sell the commercial spots to the highest bidder. Once others show interest in using them, their value to the original client will inevitably increase.

Just make sure you have a message that captures your audience's attention.


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