Ooooh, I could advertise there!

Ever since I started producing . . . and ever since I’ve had to start paying the high price of media in Manhattan . . . I’ve become hyper-sensitive to spots where I can put an ad.  It’s a little like my own personal “punchbuggy” game.

I spot something.  I scream “Ad space!”.  And then someone usually punches me in the arm for being a nut job.

I was flying to LA two days ago and I couldn’t help but notice the back of the tray table/seat in front of me (see photo).  I stared at it for six straight hours (a toddler kicking the seat behind me made sure I didn’t sleep a wink).  But look at the open real estate.  Someone could put an ad there.  And since it was a flight in/out of NY, a theater ad would make a lot of sense, don’t you think?

Will the airline ever sell this space?  Since the airline industry is one of the most financially troubled on the planet, maybe someday.  But they’ll probably resist, because advertising inside the plane is almost like theater owners advertising inside a theater . . . slightly tacky.

But that’s not my point.  My point is that as a Producer you’ve got to have your eyes open for opportunities everywhere . . . for new shows, new actors, and yes, new advertising space.  Everybody looks at the plays coming out of the Goodman.  Everybody looks at the actors coming out of Juilliard.  And yes, everybody looks at the billboards for sale in Times Square.

And for good reason, because all those things produce quality products . . . they just unfortunately have high costs, and an extremely competitive market.

So for you to stay competitive, you’ve got to be looking in the places no one else is.

Because there is gold in other hills.  As long as you’ve got your eyes open.


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Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.