Melbourne Herald Sun, Thursday May 1, 2014
My friend phoned out of the blue, "I've been given this good quality manual typewriter - is it worth anything, can I sell it?"
I sucked my teeth in recollection. "It's so long since I had anything to do with them - and I ended up giving mine away, I don't think you'll find a buyer."
Well talk about coincidence: the very next day I opened a news magazine to read: "Typewriters are coming back". It suggested I was wrong, and it's all thanks to Wikileaks.
As you'll remember from earlier columns, I don't put much trust in security systems keeping our secrets safe - and even less in any promises governments make to protect our rights.
Well it seems us doubters aren't alone. Neither does the diplomatic corps. So far at least two memos have come out (leaked of course) telling Russian and Indian missions that any secret transmissions to their governments must not be written on a computer. In other words, dig out the Olivetti and the Imperial, and hammer the message out by hand. From there it will be entered - manually - into the code transmitter.
I wondered if by now all of the world's embassies have their equipment procurers hunting for typewriter factories. In fact it is known that Russia’s Federal Protection Service recently purchased 20 for the Kremlin.
Who are just as paranoid about their secrets as the diplomats? Corporations and companies of course. So unless that last Smith Corona was stored in the cellar, they will be hunting for typewriters too.
Have I uncovered a great business opportunity? Er...alas no. When I searched for facts, I found that our small number of shops that still sell or service typewriters have not been swamped by eager ambassadors.
"Most of our enquiries are for typewriter ribbons," we were told by Brian at Clayton Typewriter. "There are some older people who never got the hang of computers and need their manuals repaired."
"I get a number of enquiries from people who want to buy a new one, but none of the manufacturers do them any more.
"But in Bali, I found a shop full of new machines in their boxes. They are made somewhere in Asia and in Bali they use them in the upcountry villages where they don't have electricity."
He mused: "I should have brought a load back with me, I would have found a market."
Typewriters are not the only old technology finding an audience. Valve amplifiers and vinyl records are also on the comeback trail. A fortnight ago was Record Store Day - a world celebration of the vinyl platter.
Around the country record shops, markets and festive streets celebrated the sound of vinyl, often through valve amplifiers.
One participant, Sam Encel, said "There's a real resurgence for vinyl. In fact some expect turntable sales to exceed CDs in the future."
Ian Harvey, director of Australia's Music Retailers Association explained why: "It's about a record being tactile, it asks you to be more present." You can't touch and feel a streaming compilation.
There's another comeback happening: arithmetic. With two generations brought up on calculators, there are too many kids who can't add up in their heads. Now everywhere there are tutors advertising, if you search Google you will find thousands.
Remembering the blank look of any shop assistant who's lost their calculator, I would call this an urgent revival.
Ray is a marketing and advertising expert with 40 years' experience. He's a popular columnist in Australia's biggest newspaper The Melbourne Herald Sun, with one and a half million readers every day. His witty, perceptive look at marketing has been popularised by The Gruen Transfer and found a new audience. Use the search bar above for any topic that comes to mind. You'll be surprised at what you find! (c) Ray Beatty ray@ebeatty.com
01 May, 2014
28 April, 2014
Who really cares?
Melbourne Herald Sun, Thursday April 24, 2014
The best new commercial of the past couple of weeks appeared in the UK, and I'm afraid I would not be allowed to tell you the headline in this family paper. You see it features a young man carrying a sandwich board on his shoulders through the streets of London and printed on it in large letters are the worlds: "F* the poor".
As he walks he calls out this slogan and passes out leaflets that repeat this sentiment, with a list of reasons why he dislikes the poor, homeless, addicted, downtrodden and the like.
His progress is followed by a candid camera as passers-by realise what he is proclaiming. A lady walks up to him and declares, "That's disgusting." A young woman snaps her head around when the words register: "What do you mean f* the poor?"
A black man tells him he's been homeless for two years. A Sikh says "I don't respect that at all." In the end a policeman books him for causing a disturbance.
The title comes in: "We know you care"
The clincher comes at the end, a little time later. Now our sandwich board says "Help the poor". The actor calls this out and shakes his tin. The crowds surge past without a glance, no-one even pauses. "Anybody got any loose change? Anybody?" But no.
Final titles: "Please care enough to give".
It was made for a small London charity, the Pilion Trust and aired on YouTube. You may argue about the effectiveness of its message and its rude language, but it's a commercial you won't forget. From our marketing point of view, it's a good example of how the best TV commercials seem to be no longer on TV.
Commercials on the telly seem stuck in a world of happy mums, happy car drivers, models wearing the new chain-store outfits that look a lot like last year's, and insurance companies outbidding each other.
If a commercial looks clever and polished, chances are it's the overseas ad with a locally-recorded voice over.
No, to find the clever ads you have to look at YouTube - here you'll find the funny ones, the sexy ones.
A particularly good campaign has just been launched by Audi and is viewed world-wide. It's what I call non-ads. You get barely a glimpse of the product logo, don't hear its name, and there are none of the helicopter shots of alpine roads.
They star comedian Ricky Gervais being unfunny, and he barely speaks two words in each commercial. The reason for this comes in the end captions: "Whatever you do - stay uncompromised".
It's like they're saying, "If you're interested in an Audi, find a dealership on your iPhone and go check them out. But don't expect a song and dance act from us."
This is the opposite to mum in the kitchen, and on YouTube there are numerous non-ads. It's a reaction to the modern blandness. But what is most missed is wit.
Ironically, the last series of Mad Men has just commenced, direct from the US. By now they have reached the 60s and early 70s. This was the golden age for advertising with giants like Bernbach, Ogilvy, Mary Wells in New York; in the UK Collett Dickenson Pearce and French Gold Abbott; in Australia the Campaign Palace. It was a flowering that came and then, alas, faded away.
Perhaps the answer is in YouTube after all.
The best new commercial of the past couple of weeks appeared in the UK, and I'm afraid I would not be allowed to tell you the headline in this family paper. You see it features a young man carrying a sandwich board on his shoulders through the streets of London and printed on it in large letters are the worlds: "F* the poor".
As he walks he calls out this slogan and passes out leaflets that repeat this sentiment, with a list of reasons why he dislikes the poor, homeless, addicted, downtrodden and the like.
His progress is followed by a candid camera as passers-by realise what he is proclaiming. A lady walks up to him and declares, "That's disgusting." A young woman snaps her head around when the words register: "What do you mean f* the poor?"
A black man tells him he's been homeless for two years. A Sikh says "I don't respect that at all." In the end a policeman books him for causing a disturbance.
The title comes in: "We know you care"
The clincher comes at the end, a little time later. Now our sandwich board says "Help the poor". The actor calls this out and shakes his tin. The crowds surge past without a glance, no-one even pauses. "Anybody got any loose change? Anybody?" But no.
Final titles: "Please care enough to give".
It was made for a small London charity, the Pilion Trust and aired on YouTube. You may argue about the effectiveness of its message and its rude language, but it's a commercial you won't forget. From our marketing point of view, it's a good example of how the best TV commercials seem to be no longer on TV.
Commercials on the telly seem stuck in a world of happy mums, happy car drivers, models wearing the new chain-store outfits that look a lot like last year's, and insurance companies outbidding each other.
If a commercial looks clever and polished, chances are it's the overseas ad with a locally-recorded voice over.
No, to find the clever ads you have to look at YouTube - here you'll find the funny ones, the sexy ones.
A particularly good campaign has just been launched by Audi and is viewed world-wide. It's what I call non-ads. You get barely a glimpse of the product logo, don't hear its name, and there are none of the helicopter shots of alpine roads.
They star comedian Ricky Gervais being unfunny, and he barely speaks two words in each commercial. The reason for this comes in the end captions: "Whatever you do - stay uncompromised".
It's like they're saying, "If you're interested in an Audi, find a dealership on your iPhone and go check them out. But don't expect a song and dance act from us."
This is the opposite to mum in the kitchen, and on YouTube there are numerous non-ads. It's a reaction to the modern blandness. But what is most missed is wit.
Ironically, the last series of Mad Men has just commenced, direct from the US. By now they have reached the 60s and early 70s. This was the golden age for advertising with giants like Bernbach, Ogilvy, Mary Wells in New York; in the UK Collett Dickenson Pearce and French Gold Abbott; in Australia the Campaign Palace. It was a flowering that came and then, alas, faded away.
Perhaps the answer is in YouTube after all.
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