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Why Wanamaker’s Advertising Paradox No Longer Holds Up

Why Wanamaker’s Advertising Paradox No Longer Holds Up

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker (Attributed, 1838-1922) But is that still the case? Roughly a century ago, John Wanamaker (to whom many attribute the quote) made this claim. This has been a longstanding reality. Sure, there have been studies, and focus groups, and surveys, and reports, and market analyses and a whole host of other techniques implemented to try and do away with this reality….

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