{"id":65566,"date":"2014-08-12T15:03:45","date_gmt":"2014-08-12T12:03:45","guid":{"rendered":"https:\/\/ch10.co.il\/?p=65566"},"modified":"2014-08-14T00:58:18","modified_gmt":"2014-08-13T21:58:18","slug":"%d7%9e%d7%93%d7%99%d7%a0%d7%aa-%d7%94%d7%95%d7%95%d7%aa%d7%99%d7%a7%d7%9f-%d7%a9%d7%9c-%d7%9e%d7%a9%d7%a8%d7%93%d7%99-%d7%94%d7%a4%d7%a8%d7%a1%d7%95%d7%9d-%d7%91%d7%99%d7%a9%d7%a8%d7%90%d7%9c-%d7%9c","status":"publish","type":"post","link":"https:\/\/ch10.co.il\/en\/news\/65566\/","title":{"rendered":"Will we finally have to wade alone with the black cactus?"},"content":{"rendered":"<p dir=\"RTL\"><a href=\"http:\/\/d3d529uskukcrm.cloudfront.net\/wp-content\/uploads\/2014\/04\/1.png\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" alt=\"1\" src=\"http:\/\/d3d529uskukcrm.cloudfront.net\/wp-content\/uploads\/2014\/04\/1-150x150.png\" width=\"17\" height=\"17\" \/><\/a>\u00a0The &#039;Golden Cactus&#039; competition - the Israeli advertising competition - has been held for nearly 20 years by the Association of Advertising Companies. It focused on gourmet advertisements, the creation of Israel&#039;s leading advertising agencies.<\/p>\r\n<p dir=\"RTL\">For years, a persistent dialogue was conducted with the competition directors to allow for a separate category for the Haredi, Russian, and Arab sectors.<\/p>\r\n<p dir=\"RTL\">In 2004, Benny Gal of Gal BSD published a harsh response to the failure to privatize the &quot;sectors&quot; from competition. He called on advertisers to open their eyes to the new reality, because &quot;sectoral market segments have long since become a central factor in purchasing power in Israel.&quot;.<\/p>\r\n<p dir=\"RTL\">Gal did cry out for equality, but at the same time he defined &#039;sectorality&#039; as an independent market that is different and distinct from the general market.<\/p>\r\n<p dir=\"RTL\">The change required in the fabric of the competition is not in the privatization of the sectors for the competition itself, but in changing the Cactus judges&#039; panel, and in combining Russian, Arab, and Haredi judges.<\/p>\r\n<p dir=\"RTL\">And especially when &quot;sectoral market segments have become a central factor,&quot; they must be compared and integrated into the overall market.<\/p>\r\n<p dir=\"RTL\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" src=\"http:\/\/i.imgur.com\/FL0SG2s.png\" width=\"17\" height=\"17\" \/>\u00a0<span style=\"font-size: 14px; line-height: 1.5em;\">This week, the CEO of a well-known advertising agency in the sector called me.\u00a0<\/span><\/p>\r\n<p dir=\"RTL\"><span style=\"font-size: 14px; line-height: 1.5em;\">\"&quot;You know,&quot; he said. &quot;The reason for the recent decline in publications is not just related to Operation Protective Edge.&quot;.<\/span><\/p>\r\n<p dir=\"RTL\">At this point, I realized that the phone call came in response to last week&#039;s column, in which I presented data on declines in advertising metrics in the ultra-Orthodox sector, which were apparently caused by Operation Protective Edge.<\/p>\r\n<p dir=\"RTL\">So what is the reason? I wondered.<\/p>\r\n<p dir=\"RTL\">\"&quot;Listen, internal wars in the Haredi sector such as the &#039;Yated and Peles War&#039; have a direct impact on the dilution of campaigns and publications.&quot;.<\/p>\r\n<p dir=\"RTL\">To that extent? I asked.<\/p>\r\n<p dir=\"RTL\">\"&quot;Yes, absolutely, the product owners, the advertisers, are generally secular people, and when they receive information about the internal disputes, they prefer not to intervene and refrain from advertising.<\/p>\r\n<p dir=\"RTL\">\"&quot;After all, their goal is a positive image within the sector, and in the current situation they understand that whatever they do will harm them, so they simply don&#039;t do it,&quot; the senior publicist concluded.<\/p>\r\n<p dir=\"RTL\">If my informant is indeed right, and the &#039;Jewish War&#039; also has an impact on the negative advertising trend in the sector - then we have a lot of cause for concern.<\/p>\r\n<p dir=\"RTL\">As we touched on last week, even without those battles, the Haredi advertising agencies fight every year for fair equality in the division of the budget pie.<\/p>\r\n<p dir=\"RTL\">The Yifat report for 2013 shows that the ten largest advertisers together invested NIS 33 million in the Haredi sector in 2013, compared to a budget investment of NIS 1.14 billion in the general sector.<\/p>\r\n<p dir=\"RTL\">That is, only 3% were invested in the Haredi sector, even though the sector&#039;s share was estimated at approximately 8 % of the total population.<\/p>\r\n<p dir=\"RTL\"><a href=\"http:\/\/d3d529uskukcrm.cloudfront.net\/wp-content\/uploads\/2014\/04\/3.png\"><img loading=\"lazy\" decoding=\"async\" alt=\"003\" src=\"http:\/\/d3d529uskukcrm.cloudfront.net\/wp-content\/uploads\/2014\/04\/3-150x150.png\" width=\"17\" height=\"17\" \/><\/a>\u00a0The discussion of whether to include the &#039;sectors&#039; in the general category or present them in an independent category is not a question of one kind or another of competition. The discussion is about the future of the market and its essence.<\/p>\r\n<p dir=\"RTL\">The Haredi advertising market seeks to compete with fair budgets, but on the other hand, it is afraid of competing with general advertising.<\/p>\r\n<p dir=\"RTL\">The sector must decide whether it is part of the whole or whether it is the Vatican of the general advertising world, a state within a state.<\/p>\r\n<p dir=\"RTL\">And these are the questions that the leaders of Haredi advertising need to answer:<\/p>\r\n<p dir=\"RTL\">Does the fact that the advertising content of the Haredi sector focuses, for example, on Shabbat, a holiday, or &#039;between times&#039; change its definition and turn it into &#039;something else&#039;?<\/p>\r\n<p dir=\"RTL\">Does the fact that the Haredi consumer consumes &#039;street advertising&#039; instead of television make him a consumer whose language is completely different?<\/p>\r\n<p dir=\"RTL\">If we don&#039;t decide, we&#039;ll eventually have to wade alone with the black cactus.<\/p>\r\n<p dir=\"RTL\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" src=\"http:\/\/www.clipartbest.com\/cliparts\/bcy\/p4R\/bcyp4RqcL.png\" width=\"17\" height=\"17\" \/>\u00a0At the entrance to the Vatican Museum in Rome, there are two passages. One for people who think a little ahead, and the other for the rest of the crowd.<\/p>\r\n<p dir=\"RTL\">The &#039;thinking people&#039; enter without a line. They have ordered tickets in advance online. The crowd in the second aisle can wait in line for up to four hours.<\/p>\r\n<p dir=\"RTL\">Even at the door of the Haredi advertising state, there are passages: for people who think and for the masses.<\/p>\r\n<p dir=\"RTL\">Those who do not act with much thought may drag the entire caravan with them on a long, winding road whose end is unknown. The internal wars, those who lack thought, are the idiots who sink the entire ship, and also the ground on which it stands.<\/p>\r\n<p dir=\"RTL\">A sector that faces the larger world is a challenge. But a sector that faces itself is a war for survival.<\/p>\r\n<p dir=\"RTL\"><\/p>","protected":false},"excerpt":{"rendered":"Yaakov Grodka asks the Haredi advertising cabalists: Does the fact that the Haredi consumes &#039;street ads&#039; instead of television make him a consumer whose language is completely different? \u2022 Sectorality must decide: part of the whole or a state within a state","protected":false},"author":53,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[6791,6794,6793,6792],"class_list":["post-65566","post","type-post","status-publish","format-standard","hentry","category-4","tag-6791","tag-6794","tag-6793","tag-6792"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u05d4\u05d0\u05dd \u05e0\u05d0\u05dc\u05e5 \u05dc\u05d1\u05e1\u05d5\u05e3 \u05dc\u05d3\u05e9\u05d3\u05e9 \u05dc\u05d1\u05d3 \u05e2\u05dd \u05d4\u05e7\u05e7\u05d8\u05d5\u05e1 \u05d4\u05e9\u05d7\u05d5\u05e8? 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