For the first time in its 80-year history, Vatican Radio is broadcasting commercial messages.
The move towards accepting paid advertising is related to the Vatican's $22 million deficit last year.
Sean-Patrick Lovett, director of Vatican Radio's English and Italian sections, said of Vatican radio:
It's like having an 80-year-old child
living at home all this time, and you say, 'Darling, we still love you,
you can go on living here, we're not going to kick you out, but it
would be nice if you would contribute to paying the phone bill, the gas
bill or something.
The first commercial aired July 6. Only ads by Enel will be broadcast during a three-month trial period, and even then, the energy giant's spots interrupt Vatican Radio's regular "gavel-to-gavel coverage of the pope," as Lovett describes it, only four or five times a day.
Last Tuesday, July 21, was the 10th anniversary of David Ogilvy's death.
Ogilvy was sometimes referred to as The Father of Advertising. A copywriter by trade, he was one of the founders of Ogilvy & Mather, now called simply Ogilvy. If you want to know more about him, you can look HERE and HERE.
An innovator (as well as a product of his times) Ogilvy famously said, "The consumer isn't a moron; she is your wife. You insult her
intelligence if you assume that a mere slogan and a few vapid
adjectives will persuade her to buy anything. She wants all the
information you can give her."
In the early days of Ogilvy & Mather, if two employees married, the wife was expected to resign -- it was company policy.
Anyway, in 1983, I was a baby copywriter and totally in awe of Ogilvy. So when Ogilvy on Advertising was published, of course I bought a copy.
And when Ogilvy's book tour came to Boston, I went to hear him speak at the Boston Public Library and dutifully waited in line afterward to get him to sign my copy of his book.
I wonder what a signed first edition of Ogilvy on Advertising goes for these days? Probably not that much.
Ogilvy's fallen out of favor. If an advertising creative is to maintain his/her hipster aura, ridiculing Ogilvy is a requirement.
Which is stupid, I think. Sure, by today's standards his work is dated. But the man was a pioneer and he deserves respect.