How do I feel about these billboard ads? First, check out the January 12, 2012 press release from Milwaukee Public Library:
MILWAUKEE – Thanks to the generosity of Lamar Companies, the Milwaukee Public Library has captured the interest of bibliophiles the world over through the promotion of three billboard ads. Lamar prepared the ads for the Library and is running them on their digital billboards throughout Milwaukee County at no cost.
The literacy campaign was the idea of Dave Olson, Art Director of Lamar’s Milwaukee office. Milwaukee Public Library Director Paula Kiely was contacted by Lamar’s Sales Manager, Jay Guidinger in December with the idea for the literacy campaign. “When Jay sent me the ads I found them to be clever, fun, and a great way to encourage people to read.”
This ad campaign is counterproductive. While clever(ish), it clearly panders to a crowd that already favors the campaign’s message, doing absolutely nothing to encourage people to explore and embrace the multitude of ways knowledge is actually shared. Yes billboard, we get the message – spend more time reading the printed book – but I’m going to venture a guess and say that anybody who is alive and well, from elementary school onwards, probably knows that a library has… printed books. What about the other stuff? The services? The innovative and collaborative, community based projects?
Silence.
To be fair, I suppose I should actually drive by the ads, since they do suggest there’s a difference between reading content online, and seeing content up close and personal. Maybe if I held the billboard and smelled that old billboard feel, I’d think differently?
Silence. Too weird? Too nonsensical?
I love reading, knowledge, and learning. Sometimes I want a book. Sometimes I want an ebook. Sometimes I want an audiobook. Sometimes I even want a clay tablet. I often want quick, engaging videos recommended by my peers. No format is inherently better than the other. They simply serve different functions and different needs.
This ad campaign is clever. Keep it up and it’ll be the only thing left standing.
Silence.