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THE NEWS

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AdWeek: The Burdens of FatherhoodWhy do Americans buy Dad such cheap, boring Father's Day presents?According to the 2010 Census, there are 70.1 million fathers in the United States.

And this weekend, the majority of them will undergo a highly curious annual rite.

Under the beaming gaze of their progeny, they will tear the wrapping paper off some

of the dullest gifts in America. No offense to the brands that make socks, neckties, or

mugs inscribed with golf jokes, but Father's Day confirms one of marketing's sadder

truths: When it comes to gift giving, Mom rakes in flowers, perfume, and jewelry,

while Dad gets...whatever he gets.

Thanks to marketers' penchant for measuring everything, there's proof of this

paternal neglect. While Americans spent an estimated $16 billion on Mother's Day

gifts this May, they're expected to spend only $11 billion on Father's Day. Mothers

received 139 million greeting cards; it's expected dads will receive 94 million. And

while the average Mother's Day present cost $140.73, most people admit they'll drop

less than 100 bucks on dad-often shopping in a discount store and usually buying a

"practical" gift. Automotive stuff and gardening tools rank among the top 10.

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MIKE’STOP 5

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SOCIALMEDIA

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http://about.me

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INNOVATION

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http://www.youtube.com/watch?v=ya6i1Z1lkXc

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ONLINE VIDEO

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http://www.youtube.com/perrier

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CREATIVEPRINT

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INNOVATION

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INTERACTIVEPRINT

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SOCIAL MEDIA

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Pizza Friday is Numantra’s weekly venue for reviewing the

latest news, innovations and accomplishments taking place in our industry and the world at large.

Our founders each have spent decades working for some of the largest ad agencies in the world.  It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an

impact in today’s marketplace. 

So we got together for a lot of serendipitous reasons and formed Numantra.  Ka-boom! The forever-new marketing

braintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born.

Find out what Numantra can do for you.

Visit numantra.com for more information.