Ad Age columnist Lenore Skenazy [really?] says that since what Today's Dads want most is more time with their families, advertisers can sell them all kinds of stuff by promising convenience and time-savings. David Goldsmith, marketing consultant and father of two teenagers, 13 and 14, is a perfect example:
Goldsmith is always in the market for anything that gives him more family time, which brings us to his lawn care. Buying a nice, sit-down mower, Goldsmith learned, would cost $2,500 to $3,000. "I then went and priced what it would cost for someone else to mow my lawn and my break-even point was 5.5 years later," he said.So a guy not only doesn't buy something, he hires an amigo to mow his lawn, taking jobs away from two thoroughly qualified American teenagers? O'Reilly's gonna have a field day with this one.
He hired a man to mow, "and I'm literally paying for my lawnmower with five years with my children," Goldsmith said. "If you want to take a Saturday and do lawn work, you've got several hours gone. I don't. I have basketball."
Dads Are the New Moms, so It's Time to Start Selling Them Stuff [adage via smith frenzy]