- 2006 Barbeau-Hutchings Advertising 25 year anniversary
By Alan Hutchings
Advertising Inc. was started in 1981 by Deborah Barbeau and Alan Hutchings
on the premise that there was a strong need for an advertising agency
to be marketing and technically oriented; an advertising agency that understood
the client’s markets and the client. By virtue of the fact that
we started with a number of clients who were focused on analytical and
semiconductor industries, there was a synergy between the two disciplines.
In 2006, this philosophy has not changed and, if anything, is more so
today. We need to provide our clients with more service than ever. Since
1981 – 81% of all advertising agencies with billings under $25 million
have gone out of business or merged into other agencies. In 1981, the
primary focus of BHA and any advertising agency was communications. In
2006, it’s the same – communication is the key.
What has changed? What’s changed is how we go about communicating
and how we go about producing the client’s desired results. In 1981,
answering machines were 2 years old, the average answering machine cost
$400 to $500. Today, no office or home would be without one, and the average
cost is $30.
A new technology was on the horizon- called the fax machine. BHA acquired
their first fax within the first three months of opening and the cost
was $5,200. After we purchased our Fax in 1981 – we encountered
a new problem – none of our clients had faxes. BHA had to take a
forceful position with our clients to install fax machines so we could
improve the communication loop. Our first computer was the IBM XT with
8K of memory and included the spreadsheet program, Lotus 123, with a DOS
operating system. The IBM XT cost BHA $6,700. We used the XT to carry
out a market survey for Philips/ASM prior to its launch of the PA2000
optical lithography system.
Apple Computer introduced the Apple 1 computer in 1976; BHA purchased
its first MAC IIci during the summer of 1982. This and subsequent MAC
computers changed the way advertising agencies functioned.
Wow, have things changed! In 1981, there was not one business that BHA
dealt with, that had call forwarding or voice messaging. Over the last
20 years, most businesses have gone to automatic answering systems. In
the last year, we have seen a reversal of that trend. Companies are finding
out that being customer friendly is the most important attribute that
they can provide.
In 1981, BHA used to charge $8,000 to $10,000 for a one-page, four-color
ad. Our costs were higher at that time because labor and film and separation
costs were 70% of the charge. In 2006, BHA still charges an average of
$8000 for the same ad. Wow, how some things never change!
In 1981 in order to produce a brochure, ad, or data sheet, a mechanical
artist laid out the design and had to be proficient in typesetting. When
copy was sent to the type house, it was from typewritten copy (Word Processors
were just coming into vogue). The type house had to add the copy to the
typesetting equipment. This was a tedious process that took one to two
weeks. The brochures were sent by postal service that had just inaugurated
express mail (UPS and Fed Ex were only ground at that time).
When we concepted and designed a brochure or ad we would never put copy
in – too expensive to spec-type without getting copy approval.
In 2006 our clients can immediately see the design and copy in PDF form
via the internet.
Some of the events that occurred over the past 25 years, starting in 1981.
- Ronald Reagan
takes the oath of office as the 40th president of the United States.
- Aids is first
- Britain and Argentina
at war over the Falkland Islands.
- Chariots of Fire
– Oscar for best picture
- Opening of Broadway
Plays – 42nd Street and CATS
- Clemson is NCAA
- Super Bowl –
Oakland 27 – Philadelphia 10
- Indiana is NCAA
- NBA – Boston
Celtics over the Houston Rockets (4 – 2)
- New York Islanders
– Stanley Cup Winners
- First solar powered
aircraft flew the English Channel - 210 pound Solar Challenger
- John McEnroe,
(men) and Tracy Austin (woman) win the US Tennis Open
- Ted Turner, Time
Magazine’s Man of-the-Year
30 Controls Drive
| Shelton, CT 06484 |
Telephone: (203) 926-0040 | Fax:
71 Gulch Lane | Silver City, NM
88061 | Telephone: (505) 313-7504