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P&G Outsourcing Media To AFA?

Posted by: David Kiley on May 1, 2008

Procter & Gamble is inviting consumers to vote on media decisions that historically have been left to profesisonals.

On its consumer toll-free phone line, P&G is inviting people to register either support or protest for decisions like hip-hop programming on MTV and BET, and a As The World Turns, a P&G sponsored soap opera that has a story line featuring a gay couple who…..*&^%$#….kiss.

The move by P&G is apparently in response to a group who seeks to control the TV remotes in our homes, “Enough is Enough.”

Naturally, the American Family Association has been asking its members to weigh in on the toll-free line.

This blog has been flamed by AFA members who objected to some commentary I made about the AFA’s boycott of Ford Motor Co. for supporting gay media.

For P&G, it’s a no lose proposition. The move especially calls attention in the blogosphere and social networks for the day-time soap opera.

According to Ad Age, Perez Hilton, with an Alexa traffic rank of 430 indicating daily visits by 2.6 million people worldwide, and the Huffington Post, with an Alexa rank of 687 and around 2 million daily visitors, would appear to carry more weight in popular culture than Donald Wildmon, whose site has an Alexa rank of 59,596, indicating daily visits from around 30,000.

I just hope that P&G doesn’t abdicate its media planning to the public. This is basic stuff. To reach different audiences, companies and media planning agencies should be free to out different kinds of message and sponsor different kind of content to reach diverse audiences.

If the AFA and other conservative groups don’t want their children to see gays kissing, or hip hugging pants, then there are marvelous inventions today they might be interested in—-the remote control, the TV chip that will block kids from seeing certain TV channels and blocking software on their computers. And perhaps if the AFA’s Reverend Wildmon wants to protect kids from seeing gay magazines, he might start by convincing some of his friends and supporters to stop subscribing to them.



News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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