Editorial: How About a DNSAMABTMS List?

Share this content:
Our list-happy lawmakers don't want to stop with just a national no-call list. It sounds like a do-not-e-mail registry is imminent, and there's even been talk in a few states about a do-not-mail list. But why stop there? With a little imagination, they should be able to dream up several doozies. First up, how about a do-not-air-any-more-commercials list? They're annoying. They don't drive response. Even the ones during the Super Bowl aren't all that good, and a lot of the time you can't even tell what they're selling, though I could say the same thing about a few DM campaigns I've seen. There also are quite a few shows that, quite simply, seem to have more commercials than show.

While we're at it, can't Congress do something about the networks that intentionally start a show late by a minute or two or run over their scheduled time in an effort to stop people from changing channels? Couldn't that be considered entrapment? It's certainly a deceitful marketing technique. Maybe the best answer is for everyone to buy a Tivo, then we'd really see a few network marketing types sweat.

And what about a do-not-show-any-more-ads-before-the-movie-starts list - or, DNSAMABTMS list for short - banning theaters from showing ad after ad before a movie starts, especially when they run past the movie's scheduled start time? I thought that was the reason I was paying $10, plus another $7-$10 for popcorn, a soda and Milk Duds, to go to the movie in the first place. I think National Cinema Network calls the commercials "pre-show entertainment." Funny, I call them ads. I doubt that our lawmakers - who are hell-bent on stopping the calls into our homes (except theirs, of course) and spam into our in-boxes (which won't do a damned bit of good, says Federal Trade Commissioner Tim Muris) - will take on this nuisance. (Isn't that what they called telemarketing?) But the courts will. A class-action lawsuit was filed earlier this year against Loews Cineplex Entertainment Group alleging fraud and breach of contract because these ads "stole time" from moviegoers.

What's wrong with a no-spam list? Last week, The Wall Street Journal Online called it an exercise in futility and said the answer will be technological. "Legislation, no matter how many good intentions it comes with, isn't going to help," it wrote, "and misplaced faith in it could hurt if it hampers efforts to find a solution." Let's hope someone finds one before Congress creates another list.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above