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March 9, 2006
Advertising invades the workspace
I've been following an interesting phenomenon lately: the increasing prevelance of advertising in the workspace. Recognizing that employees of a company are a captive audience, many advertisers are targeting them in bathroom stalls, in their offices and, yes, even their paychecks.
A company called AdCheck, based in California, coordinates the printing of ads and coupons on the back of pay stubs. The company says it has more than a million employees at a dozen companies receiving ads through paychecks. Among the advertisers are American Express, EarthLink and Sears.
Other tactics often used: video screens in elevators and lobbies carry ads for a variety of services, logos are put on hands-free cell phone headsets, computer memory sticks and mouse pads. And this is big business: a spokesman for the Promotional Products Association estimates that between 30 and 40 percent of the promotional products they track are geared toward the office marketplace.
I think this raises interesting questions for internal communicators, who are also trying to get the attention of their internal audiences. We're certainly not going to get rid of workplace advertising, so the challenge to develop internal communications and employee engagement programming that "breaks through" and connects with employees is now greater than ever before.
Posted by Christopher at March 9, 2006 9:38 AM
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