KXYZ radio station owner asks, "What about the low ratings on XXX TV station?" KXZX TV station general manager asks, "What about radio's low ratings due to Sirius and XM Satellite radio?" Newspaper sales manager asks, "What about Satellite Television's market penetration taking viewers away from broadcast local TV?" Yellow page sales manager asks, "What about the pile of junk mail that consumers are faced with in their mail box each day?" T-shirt and Pen sales person asks, "What about people turning to the internet these days instead of Yellowpages or Newspaper?"
There has been competition for the consumer's attention since the advent of marketing. Newspaper had competition from door to door. Television had competition from Newspaper. And Radio had competition from Television. Then the invention of 8-Track, cassette, CD's, Cable TV, Satellite TV, VHS, DVD, TIVO, DVR, Internet and so on, and so on.
The simple fact is that the biggest competitor to your advertising message being seen, heard or not is TIME and INTEREST. If the consumer doesn't have the time to take in your advertising message and they don't care about it, you're out of luck...Chuck!
Get your message in front of your customer in the best way you can afford to, the most number of times you can, in the most interesting way possible and VOILA! You'll strike pay dirt!