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Why do advertisements in ski magazines suck so bad?

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hottate
Posts: 242 - Karma: 109
Seriously, they're boring, unoriginal, and sometimes just plain shitty. It's usually a pro with a crusty ass beard screaming with some b grade action shot and some dumb as fuck tagline that says. "life is better when our product is being used" or some other dumb shit that compares skiing to some other slightly more mainstream crap that might help people relate to skiing better, but probably won't.
Dec 14 2012 11:17AM
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Stickity
Posts: 7750 - Karma: 769
welcome to advertising
Dec 14 2012 11:29AM
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hottate
Posts: 242 - Karma: 109
Did anyone see the Spy ad in the new Powder? Adam Delorme doing some random shit on a a keg looking like a doofus with the worst steeze and a tagline that says "Beware Stand and Deliver"
Fuck boys...it's starting to feel a lot like roller blading!
Dec 14 2012 11:32AM
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hottate
Posts: 242 - Karma: 109
Or that shit ball Volkl ad with some highschool yearbook photo of the team looking like they're spreading a vagina and the word "BELIEVE" across it.
Dec 14 2012 11:37AM
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casey.clement
Posts: 208 - Karma: 596
exactly.
Dec 14 2012 11:41AM
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hottate
Posts: 242 - Karma: 109
Helly Hansen's "CATWALK" two page spread for their contest...
Do they really think that any skier wants to compare skiing to a fashion show? Please tell me I'm wrong and that somewhere along the line the word "approach" got replaced by "catwalk", otherwise, you've got to be fucking kidding me.
Dec 14 2012 11:45AM
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Mr.Sloth
Posts: 5091 - Karma: 13,469
That one did suck pretty bad.
Dec 14 2012 11:50AM
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hottate
Posts: 242 - Karma: 109
I understand advertising, but why are all of the core brands starting to create crap that looks like mainstream bullshit? It looks like the marketing department couldn't agree on anything so they just threw every random idea on the page.
"Get the Facebook page on there!!"
"Throw a QR code on there !!"
"Can someone write a paragraph of nonsensical jargon about the product in there that no one will ever read??"
Dec 14 2012 11:53AM
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baaangthat
Posts: 2245 - Karma: 2,587
the real problem seems to be that its 2012 and youre still purchasing magazines...
Dec 14 2012 12:14PM
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IanAvery-Leaf
Posts: 9926 - Karma: 9,344
no
Dec 14 2012 12:15PM
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hottate
Posts: 242 - Karma: 109
The web ads are just as bad! Missed grabs galore!
Dec 14 2012 12:27PM
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Sparta
Posts: 226 - Karma: 313
This is what happens when ski brands (which are mostly European remember) try to act cool in language and culture that is not their own. Volkl and Fischer have some of the worst ads I have ever seen
Dec 14 2012 12:37PM
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hottate
Posts: 242 - Karma: 109
Smith's ad with Hoji is terrible... "We make great days better. The experience is better with Smith." uuugghhh, better better better.....
Photo looks like "Hairy and the Henderson's" and why the fuck is he yelling at me? Two page spread and you barely squeezed in the product... nice work.

Marmot....why the fuck is your ad sideways? Don't you understand how people look at magazines?
Dec 14 2012 1:00PM
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Stickity
Posts: 7750 - Karma: 769
i wish that made any sense at all but it doesn't
Dec 14 2012 1:24PM
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K-Thomas
Posts: 2700 - Karma: 604
I think a lot of companies lose WHY they make their product and simply push WHAT they make at you to spend your money on. In my opinion, shorter more thoughtful copy with strong imagery goes a longer way than explaining why the Volkl Shiro, and all it's groundbreaking proprietary rocker technology is perfect for Dash Long.

Example. Which sounds better?

With a 26m turning radius and 119mm waist with,The Volkl Shiro is yet another pinnacle in Völkl's long history of building big mountain skis that offer incredible float combined with surprising groomed snow performance.

Deeper pow. Longer days. A better tasting beer at aprés. Volkl Shiro.
Dec 14 2012 1:25PM
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Stickity
Posts: 7750 - Karma: 769
the problem is how much everyone cares what the exact waist width is and the exact length and exactly how much rocker there is
Dec 14 2012 1:27PM
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hottate
Posts: 242 - Karma: 109
"119mm waist is FAT... like YER MOM, OOHHHHH"

would probably hit the target demographic a little better. spare me the jargon.
Dec 14 2012 1:30PM
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UFOsarereal
Posts: 2282 - Karma: 1,109
I laughed at all these take-downs.... get em dude
Dec 14 2012 1:32PM
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K-Thomas
Posts: 2700 - Karma: 604
agreed, that's valid info and should still be somewhere on the ad. just not as in your face, look at our product, it's the best kinda way.
Dec 14 2012 1:50PM
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Stickity
Posts: 7750 - Karma: 769
some people get so caught up in it like the rocker doesn't make any sense hurr durr thread. i know that when i look at gear i'm looking at performance and the qualities to how it skis instead of specs and whether or not it has something
Dec 14 2012 1:54PM
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YUNG_milksteAk
Posts: 1437 - Karma: 4,328
The snus ads are amazing
Dec 14 2012 2:04PM
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razors-chaz
Posts: 2255 - Karma: 1,250
the arcteryx ad amuses me. are they worried about how it looks as theyve only shown about 10% of it and ive heard of "white" space but 90% of their ad is blank. its striking but its not really getting me interested to buy the product.
skis.com ad "one ski cant do it all" err, what are all these all-mountain skis that people have been selling for years. would be better something like "one ski cant be best everywhere"

Dec 14 2012 2:40PM
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hottate
Posts: 242 - Karma: 109
I think that's a smart ad for Arcteryx. They're leaving a little to the imagination and not overloading the page with a bunch of words that I don't care about. Maybe they don't have an epic ski shot? That's fine, thanks for not throwing up some bullshit garbage and trying to tell me it's dope as fuck! Nice jacket, like the color... *clip to the next page*
Dec 14 2012 2:59PM
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MacMahoooon
Posts: 9009 - Karma: 3,305
This is an area where Web ads have a huge advantage over print. Companies publish these ads, often made by big out of touch marketing departments or outside firms, these think they are amazing, but there is no way to get feedback. How many people saw this, how many liked it and how many were inspired to buy our product are things that print just cannot answer. On the flip side, web advertising gives you cold hard numbers to back up your campaigns effectiveness. We can tell how many people saw, clicked and for web stores, you can even find out how much people spent based on the banners they saw. You can find out something doesn't work, and change it up for something that does and reevaluate.

Companies keep making shitty ads, often because they don't know they are shitty, plain and simple. Let brands know what you like or don't like about their ads and help them put together some awesome effective marketing.
Dec 14 2012 3:31PM
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t_rob
Posts: 6433 - Karma: 11,458
I fucking love Tabasco sauce on my pizza.
Dec 14 2012 3:34PM
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hottate
Posts: 242 - Karma: 109
Sure, my consultation fee is super reasonable.
Dec 14 2012 3:51PM
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onenerdykid
Posts: 6638 - Karma: 10,532
hahaha, i remember those ads and how many kids hated them
Dec 14 2012 8:23PM
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last_tango
Posts: 2635 - Karma: 2,665
If you run firefox get ad blocker. I don't see any ads when I'm browsing on here.
Dec 14 2012 8:30PM
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Mr.Bishop
Posts: 22671 - Karma: 75,830
EXACTLY!

The web has feedback. The biggest mistake that people make is to say "Oh man, there is so much shit talk on the internet. Its ridiculous, its ruining society."

However, in the past you just sat there thinking "Man is this ad fucking terrible. I now hate this company." You had nowhere to say it, just to have that in your head.

So there's a lot less immediate consequence to putting out a bad ad in a mag. On the internet, not only do you get stats - you get people that will VERY loudly proclaim how shitty your ad is.
Dec 14 2012 8:30PM
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Relish_man
Posts: 5386 - Karma: 551
Bula had some real badass/borderline pornographic ads in some SBC skier issues, those were the best.
Dec 14 2012 8:31PM
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Poikenz
Posts: 1406 - Karma: 3,131
I would say that there is definitely a big disconnect between the client, the ad agency and the target in general. I feel like ski companies do their little bit of marketing research, but it just doesn't cut it for the agency, who then has to (as in most cases) go out and do their own research and uh-oh if this agency is far out of the ski community not only in understanding but geographically as well they aren't going to be able to dig up enough information. I imagine they also look through ski magazines, (putting them in this generic frame of mind) which is probably why ads keep going the same route.

That and I feel like most ads are all grouped as "awareness" ads (or at least they all come off that way) which constricts the creative minds from trying to do something awesome. Although it is all about sales and in this industry if it isn't "new" no one really seems to want to hear about it.
Dec 14 2012 8:41PM
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Algebra
Posts: 5215 - Karma: 1,677
yes, some of the best adds to date
Dec 14 2012 8:47PM
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razors-chaz
Posts: 2255 - Karma: 1,250
how many people acctually scan these. im not in the market for new gear really so havent done it but if i was interested in the product i would just google it. search engines are pretty good so its not hard to find what you're looking for.
Dec 15 2012 6:22AM
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Mr.Sloth
Posts: 5091 - Karma: 13,469
For the record, Armadas ad in freeskier was on point.
Dec 15 2012 3:10PM
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Round-Four
Posts: 1073 - Karma: 174
lange, on the other hand...

Click for larger image
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Click for larger image

knows what they're doing.
Dec 15 2012 3:16PM
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Derelicte
Posts: 300 - Karma: 298
Real question is, who the fuck still buys ski magazines? But I definitely agree with OP. Its like ski companies cant decide who they are trying to market to, 'hardcore mountain dude', accountant, or freeski kid. so they just do some generic shit. I remember when I used to buy magazines that Oakley had the sickest adds, usually a really good action shot that made the product look sick at the same time. Armada had good adds too
Dec 15 2012 3:30PM
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t_rob
Posts: 6433 - Karma: 11,458
I do.

Click for larger image

I have ski mag too which I get for free because of my seasons pass. Even that had a good article with J.Lev.

Ski magazines are smart. They don't try to compete with ski online media. They tell the stories that you don't see online. Everything from user submitted stories to the story behind film trips and everything in between. It's really a different experience that you miss if you don't read them. There were a lot of sick articles in all of the mags this month. The magazines aren't regurgitated online shit from the winter before.

Dec 15 2012 3:40PM
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Derelicte
Posts: 300 - Karma: 298
Now Transworld, that is something I would buy! I like how you put Transworld on the top of the pile, definitely its proper place, but ski magazines just don't do it for me, too boring, photo's usually shitty, etc
Dec 15 2012 3:49PM
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razors-chaz
Posts: 2255 - Karma: 1,250
a friend recently bought me a powder subscription, it covers me for on-toilet reading until the next edition comes. i cant really do long periods of focussed reading on computer screens so print is good for me.
there is so much scope for getting things posted on the internet but getting things printed in a magazine is still special.
Dec 15 2012 6:09PM
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sweetleaf
Posts: 85 - Karma: 124
Hahaha nice
Dec 15 2012 6:34PM
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wiglaf
Posts: 4877 - Karma: 141
Most ski related companies are run by old people that don't even ski anymore. There are bad ADs in magazines because there are fat 55 year old women running marketing departments. The real question is why do you people buy their products???
Dec 15 2012 6:52PM
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JWeinstock
Posts: 3439 - Karma: 1,352
hahahaha this but usually men i think
Dec 15 2012 7:35PM
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Laurent.
Posts: 10054 - Karma: 25,277
Mons Royale also knows what they are doing.

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Dec 15 2012 7:41PM
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Saga.
Posts: 3812 - Karma: 45,323
whoa whoa whoa, they arent all un original and shitty. every other ad but ours is, but not ours.
Dec 15 2012 7:48PM
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JWeinstock
Posts: 3439 - Karma: 1,352
i do enjoy your ads saga
Dec 15 2012 8:03PM
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Pikachu.
Posts: 1290 - Karma: 1,641
gotta get some pop ups in that shit
Dec 15 2012 8:04PM
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Saga.
Posts: 3812 - Karma: 45,323
thank you. a lot of people just arent creative and think the only way to sell product is to blatantly put it in your face with a shot of someone doing something extreme.
Dec 15 2012 9:17PM
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YUNG_milksteAk
Posts: 1437 - Karma: 4,328
Saga I want to see a 2 page spread of Steve stepps face. With a small logo in the corner.
Dec 16 2012 2:06AM
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razors-chaz
Posts: 2255 - Karma: 1,250
with the new powder being out i felt this thread needed bumped. I was surprised to see anon buying advertising space. does this mean they arent completely anti skiers anymore and acctually dont want to cut a chunk of their market out over a prejudice?
Jan 18 2013 8:22AM
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Poikenz
Posts: 1406 - Karma: 3,131
Yes, it does. I am pretty sure there was a thread about it a couple days back. They have signed on people like Eric Pollard and Karl Fostvedt. I feel like changing up their plan like that will bring up some hate in the community, but for most who have no idea about their past business "plan" will be super into them. Not only that but it is about time people realize that you can't market hate against half of your potential clients as it really isn't anyway to make a decent amount of money.
Jan 18 2013 9:40AM
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Saga.
Posts: 3812 - Karma: 45,323
haha that would be pretty good. everyone who doesnt know who he is would be so confused and everyone who does would be laughing pretty hard.
Jan 18 2013 3:09PM
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