SPECIALTY AND BDU PREVIEW: New ad paradigms?

INVIDI TECHNOLOGIES CEO DAVID DOWNEY has been long been dining out on John Wanamaker’s now ancient and clichéd quote: “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” It’s been a key portion of Downey’s presentations to investors and industry folks for years. Now Wanamaker, the innovative American department store pioneer (he’s said to have invented the price tag and the “sale”) died in the 1920s, so one would think that we have progressed beyond the late retailer’s ad spend calculations over the century or so since he spoke those words. One...