The Deal – Knowledge

Which is more important? Learning to impress  a friend or neighbor or simply living to learn? CJ

The Way Of The World


I often think of how we move about, how we function and the things that motivate us. Yes, that is our reality, yet we care less about the influence that nearly everything has on us. Our morality is at stake more than anything and those things we hold dear that drive us are often misguided and in a word pointless. 

Then we seek out the things that have meaning that last when everything else is failure at best.  That would be the direction of God. When we walk in His hand and according to His purpose, suddenly our life has meaning,  more than we could ever imagine. Yes our lives have meaning.

Pitino May Weather The Storm At Louisville


It appears that Rick Pitino may have no knowledge of the stripper scandal at Louisville.  Or at least us Louisville fans would like to believe this scenario. It is a big mess to say the least. No one knows how this will play out and no one is talking. There is way too much thin ice. The strippers were on the View of all shows this morning trying to milk the book for all they can possibly get in terms of money. I’m like, NCAA please don’t take away our 2013 championship because of anything associated with this!

If Pitino is not guilty then who is going to step forward to accept the blame, apparently no one? I believe the details lie with those who were directly involved in this scandal. They aren’t talking at this point. The only person doing extensive talking is Katina Powell. This entire situation is unfortunate, an embarrassment to  the university and totally unacceptable. To have the strippers on the View just this morning is another eye opener.  Just another example of the world gone crazy, if you will. Let alone that strippers were in a college dorm. Where was the dorm monitor? This entire situation is mind boggling.

I don’t know what happened, but I want to know the truth. Someone with courage needs to step forward and own up to accountability. Ladies of the night or day should not profit off the name of Louisville Cardinal basketball! Shows like the View should resist the urge of giving these ladies an audience. We know that five players admitted to fraternizing with these ladies, that is damaging enough, however this scandal should not erase the accomplishments that Louisville basketball achieved over many years.

Louisville has a great tradition, that goes back to 1911, that’s well over 100 years and nothing of the sort has occured over the course of 100 years. The most successful coach Louisville ever had was Denny Crum. Here’s what Crum did for “The Ville”, 6 final fours, 1972,1975,1980, 1982, 1983,1986. Two national championships in 1980 and 1986. The Cardinals hired Rick Pitino as Head Coach in 2001. Pitino led the Cardinals to the Final Four in the 2005, 2012, and 2013 seasons, the last of which the team won the National Championship.

Both Crum and Pitino are Hall of Fame inductees. As you can see Louisville has a tremendous basketball pedigree and can ill afford to have anyone taint the legacy.


Advertising Budgets Must Allow For Frequency

Generally advertising frequency does make a a difference. In most cases it makes a big difference! There are a number of factors that must be considered in putting together your advertising program. What media mix are you considering? Can one media give you more exposure than the other? What are your advertising goals? Finally, who are you trying to reach (what is your target demographic profile) ? What is your advertising budget?

 In order to answer the first question, does advertising frequency make a difference, all of the other questions must be addressed? There are a number of factors to consider when you are putting together an advertising plan. Ultimately you must decide where you will place the bulk or the lions share of your advertising budget? 

Today the choices are numerous and fragmentation is the norm. Fragmentation is when there are so many choices that there is no guarantee that your ad will be seen by your target audience at any given time. A good example is cable television. There are so many specialized cable stations that you can choose a station that will suit your demographic profile. For instance if you are targeting women the Lifetime Channel appears to be a good option. So one would get out their credit card and place as many high frequency ads as possible on the Lifetime Channel in order to reach your target audience. After all the station targets your demographic. Right? Wrong!!

 What about radio? WHFA (W-High Frequency Ads) radio, reaches your exact target demographic, is the pitch that you hear. In drive time you can run three, 30 second spots during morning and evening drive time. This is a can’t miss buy, sure to be heard by nearly everyone in town! On paper these two buys seem logical cable; radio…….. On paper that is, but in reality it is not.

 The reality is, though both mediums reach the desired target audience, and high frequency ads placed on both should insure it, the truth is you are reaching less than 2% of your target audience. No matter how many ads you place on the selected media you will never reach the entire percentage of the demographic that makes up your target market. Why? Because radio and cable combined reach on average less than 4% of your target audience.

 A staunch advertising rule is that frequency pays. Yes it does, but only if you select the medium that can reach more or a higher percentage of your target audience quickly and efficiently. This cannot be achieved with cable television. It cannot be achieved with billboards; you only reach as many people driving by in cars as possible. It cannot be achieved through television; there are hundreds of television stations available, so you will not get 100% reach of your target audience, but you will get 100% fragmentation, which destroys your advertising program!

 Remember this……….

 There is an age old advertising concept called the “thin market”, There are only a certain number of people in the market to purchase your product or service at any given time. An example that I like to use is if you’re thinking about painting your home during the dead of winter, you’re excited about spring arriving so that you can plan how and when you will paint your home. You begin to start thinking about it. What type of paint will you need? How much will it cost? The company that will get your business will be the one that advertises early and often when the consumer is ready to purchase the paint product, guess who gets the business? In a thin market it is the company that runs the same ad most frequently, early and often.

Keith Olbermann and Bill Simmons Let Go From ESPN



In a move to contain cost and increase cash flow, Keith Olbermann and Bill Simmons were laid off from ESPN.  Given the last few years where companies have not been shy about trimming their workforce this is certainly not a surprise. Olbermann and Simmons were both high cost employees, which explains why ESPN let them both go. It is certainly a sign of the times. It has now been over seven years since companies have chosen to improve their bottom line via layoffs, particularly to seasoned employees. Both men were accomplished and seasoned employees and both were in a word controversial.

The American workforce has seen a dramatic shift in how they do business, operating with a leaner workforce and doing it by releasing highly seasoned and well paid employees. This tactic may help the bottom line, however the quality of the product continues to suffer as a result. Both Olbermann and Simmons will land on their feet, however it is a telltale sign that older and more seasoned workers will continue to be targeted in order to increase the bottom line.

The Deal-Breakthrough




In our journey through life we set many goals and standards that sometimes hinder our progress and cause us to pursue an ill advised path. For a while we are lost and confused as we have selected the wrong road. Now we must regroup and rethink our mission. This is not the end of our journey, it is more the beginning of our breakthrough. The Lord leads us in His infinite mercy through the thick woods and transforms our mistakes into the potential for very important breakthroughs.

In order to understand our true mission we must listen and be attentive to God’s plan for our life. Through faithful study of His Word, we can begin to map out a new course for our journey!


“Trust in the Lord with all your heart and do not lean on your own understanding. In all your ways acknowledge Him, and He will make your paths straight.”

Proverbs 3:5-6