It's the Advertising, Stupid

So, everyone knows how important advertising is to the media. Subscriptions and newsstand sales maybe cover all of the shipping costs, if the newspaper/magazine is lucky. But that leaves the physical production of the product, the business's infrastructure, and that pesky little thing known as a salary for all those reporters out there (plus copy editors, layout staff, etc.).

So, where does that money come from? The advertisers. And why is the newspaper industry in such trouble? Because the advertisers aren't paying nearly as much for online advertising and print circulation is in decline.

Okay, this is not big shock. But now, apparently the advertising giant that is Pepsi is skipping print altogether.

Meet Tava, Pepsi's new, no-calorie, fruit-flavored, carbonated beverage. If you haven't heard about it yet, it could be because you're outside of the target demographic: men and women ages 35-49. But it could also be because Pepsi has decided to skip all print and television advertising and go strictly online. If it seems as though the demographic is off for an Internet-based ad campaign, you might just be unaware of the "reborn digital" crowd being targeted by Frank Cooper, vice president for flavored carbonated soft drinks at Pepsi-Cola North America (try saying that title three times fast).

All right, this is all online. So won't they still be selling ads to newspapers' Web sites? There will be banner ad sales for these sites, but the primary ad push comes in the form of the drink's own Web site (warning, it starts playing music, so watch the volume).

But the problem with this idea is getting people to actually want to visit the site. Well, problem solved. Beyond all of the information about the drinks, this site features emerging musicians whose songs you can download, the work of artists and illustrators, and arts events like the Boston Arts Festival (since Boston is one of the target markets).

But frankly, the information relating to the drinks is almost amusing enough. Take, for example the description of the "flavor inspiration" for Brazilian Samba:

Passion fruit flavor, hints of pineapple, and drops of lime weave a vibrant melody in this sparkling beverage. You don't need the gift of rhythm to enjoy Tava Brazilian Samba, but some toe-tappin' skills wouldn't hurt.

Who knew that carbonated drinks could get the same thoughtful descriptions as your favorite vintage wine. Oh, and while you're at it, if you're wondering what to drink this stuff with, they tell you right there! Brazilian Samba goes best with Thai-style shrimp and cucumber salad and Mexican-style shrimp cocktail, tasty-looking pictures and recipes included.

So, while I don't think this one instance of online advertising spells doom for the media, it is a bit concerning when the advertisers can "out new media" the media. The joy of Pepsi, indeed.

Side note: For some reason, I love this line from the article in the New York Times: "Pepsi-Cola North America is bringing out a line of no-calorie, carbonated beverages named Tava — not to be confused, presumably, with Teva, Lava, Kava or just plain java."

And to close, a classic cinematic masterpiece featuring Britney Spears and Bob Dole.