Despite doomsayer predictions, brick-and-mortar bookstores’ demise hasn’t come. In fact, local bookstores—and revived big-brand chains—are luring customers in with new incentives, merch, and cultivated communities.
The Rising Popularity of Brick-and-Mortar Bookstores: An Inside Look | CO- by US Chamber of Commerce
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The Interactive Advertising Bureau (IAB) has updated the industry's 25-year-old digital ad agreement terms through a collaboration with brands, agencies, publishers, ad tech, and legal experts. The updates should improve performance. Brands, agencies, publishers, ad tech, and legal experts collaborated with the IAB on the updated terms. In fact, 276 IAB member companies participated in redefining the terms. The goal is to bring the document and processes into the 21st century and prepare for a future of high tech and innovation, while helping to prepare the ad industry for what’s to come. Some of the changes will include faster and direct media purchases done programmatically or through a series of agentic agents.
Twenty years ago, 80% of Butterball's revenue came from Thanksgiving. Today? Just 25% of a $1.5B business. 1 billion pounds of turkey processed annually. One bad year wipes out the business. But the real challenge wasn't the risk — it was the economics. Facilities and workers cost money 365 days a year. 80% of annual revenue came in 30 days of the year. To grow, Butterball had to keep the system productive the other 11 months.
That required two moves:
1.Make Thanksgiving predictable enough to anchor the business.
2. Add products that run through the same facilities.
Ground turkey for everyday meals → Deli meats and breakfast items → Foodservice supply for restaurants and schools. Same plants. Same birds. New revenue. They still ship 15 million whole turkeys every November. But Thanksgiving dropped from 80% to 25% of revenue. That's how you get to a $1.5B business that runs 12 months a year, not just one.
Chances are, you’re currently trying to reach your audience in a variety of ways. Maybe digital ads, search, social media, catalog, direct mail and your retail environment. What if you could tie all those efforts together with a single creative concept—a “Big Idea” that unifies all of those touch points? And what if that consistent message was delivered in such a unique and bold way that you now stood out from the competition? People now notice you. They remember you. And now they will consider you. THAT’S the power of a campaign. Need some help getting started? Read our 8-part series at: https://www.jschmid.com/services/campaigns/