Finding Your Inner pre-Prince Aladin

In this economic downturn, I’ve seen students do some truly creative things to try and save money. Why, just last week, I happened upon the commons during a cookie social and saw several students who had the right idea: unfold your napkin and stock up for later. I’m not saying that anyone at school is particularly starving and needs to store up some rations because they don’t know where their next meal will come from. But there is something to be said about forward thinking. Instead of spending 5 bucks at Kroger on a pack of Chips-a-hoy, why not take an extra cookie or two from the commons and save it for that sweet tooth later. Another place students are scoring swag? At the co-op after hours when they have to give all of those salads and sunrise sandwiches away. In this economic downturn, not only are students tapping into their inner pre-Prince Aladin, but they are doing so in style.

--Markheavens Tshuma

DVR: Procrastinating and Its Effects

While I was sitting here (pretending to be) trying to come up with what I would blog about next, I decided to watch the LOST that I missed last night. Afterwards, I realized I could not have named a single commercial that I saw, thanks to my DVR. Everyone wonders, but I've never heard a real answer: to what degree has the DVR killed the commercial?

The first article I found on the topic confirmed what I already knew: A study by the DVR Research Institute named "Advertising in the DVR Age" said 75% of advertising executives don't consider themselves to have relevant information about how DVRs are impacting advertising strategies.

The study continued, however, to give some interesting statistics:

1. By the end of 2011, DVRed TV will account for 46% of total TV watching time.

2. Between then and 2008, DVR use will have doubled.

3. People are estimated to skip 70% of the ads when DVRing.

4. By 2011, 16% of all commercials are expected to be skipped.

And the most telling:

5. With advertising expenditures estimated at $85 billion by the end of 2011, fastforwarded commercials result in an opportunity lost of about $14 billion.

Imagine what that lost $14 billion could do if it was spent on something else. Rather than be wasted, that cash could have been invested or spent.

So how do I think this money could go to better use?

1. Put the commercial first in the break. At least when I DVR, I don't start skipping until the commercials begin. I never see the ones in the middle of the commercial breaks.

2. Leave the brand on the screen for as long as possible. The more frames with the name the better, as viewers always see at least a few seconds of screenshots. This may at least remind the viewer that the brand exists and a few seconds of advertising is more effective than none.

3. Make the commercial interesting and worth rewinding. If I see a favorite celebrity or something that seems funny happen on a commercial, I'll definitely rewind to watch. This is good news for viewers and a interesting challenge for advertising agencies, as the typical mom-with-dish-detergent commercials will no longer be effective.

4. Advertise during a time of the day or during shows with with less DVRing. I always record my shows, but I know my mom does not bother recording The View. If companies want to reach a certain audience, catch them at their calmest.

In this economic downturn... ad agencies better make their client's money effective.

-Alex Harper

What about Fancy Dress?

As everyone on the Washington and Lee campus knows, this past weekend was Fancy Dress. The 103rd Fancy Dress, to be exact. Clearly, it’s become something of a tradition—a tradition that’s extraordinarily well put together and anxiously-awaited every year. But it’s also become an expensive tradition: this year (as in past years), a single ticket to FD cost $55. If you also wanted the accoutrements—T-shirt, poster, cups, playbill—you paid $70. Over four years, you’re looking at almost $300 just for the dance. Add in dinner, and that cost just jumped up...and if you happen to be paying for two, forget it.

Don’t get me wrong—I went to FD this year, as I have the past three years, and I had a great time. But now that it’s all over, I can’t help but ask myself if it was worth it. Many people wouldn’t hesitate to answer that question affirmatively. Generally, I would agree—but after adding up everything I spent on all four FDs, and realizing that between dresses and tickets alone (I’ve been lucky enough to have built-in frat house dinners all four years) I’m between $500 and $1000 poorer than I would be without FD, my reluctance in saying it was worth it grows. After all, it really is just a dance—a very elaborately decorated, well-planned, huge deal kind of dance, but still just a dance. And I don’t think that in the next few years, when I’m (if I get lucky) in some kind of entry-level job, I’ll be willing to pay anywhere near that much for a dance. Or for any party, for that matter. I know I’m not entirely alone—most of my friends had at least some off-hand comment about the expense of Fancy Dress. But that expense doesn’t seem to stop most people (myself included) from actually going. Maybe the real world is too far way, and even though we all know we’re going to have to do some major budgeting in the coming years it hasn’t yet trickled down to what we’re doing now. Maybe it’s peer pressure—no one wants to be the Debbie Downer when it comes to Fancy Dress. Or maybe, when you’re actually caught up in the excitement of it all, there just isn’t time to worry about how much it costs. And maybe that’s the point.

-Erin Galliher

Sandra Bullock

In this economic downturn, people are focusing their time, money and resources on the little things. Why just the other day, I saw hoards of students lining up to see a free screening of The Blind Side at the commons theater. I know that the film has been getting accolade after accolade, and it’s no wonder that people are curious to see the performance that beat Meryl Streep for the Oscar. But I can’t help but wonder if pinching pennies had anything to do with people’s decision to attend a free screening rather than go out to bars, see a show in town, or simply hit the sauce. With less and less money students are spending more of their free time on free, or significantly cheaper, events. Think about it. One night out on the town can cost you upwards of 30 dollars. Why not split a bottle of wine with a friend instead? Retail value: four bucks each… way cheaper. Watching a movie in town? $8.50 if you don’t buy snacks. The cheap alternative? Use your food debit to buy some raisonettes and go see Sandra Bullock’s most recent star turn since she stole our hearts in Speed. Total cost? Nothings (assuming you have a meal plan… otherwise about $2.50) The conclusion? This economic downturn is encouraging people who normally wouldn’t to give Sandra Bullock a second chance at a career.


--Markheavens Tshuma