Kapuso says 'TY' to ad men

Advertising in ancient civilizations must have began with the town crier heralding the arrival and availability of products being sold usually by visiting merchants who had brought with him carpets, rugs, pottery or even spices from the East.

Surely, those were the beginnings of advertising — when businessmen hired other people to make a pitch for their goods. It is believed, however, that modern advertising started with the invention in the late 1500s of printing that enabled enterprising people to sell their wares through photographs (of pastries, clothes, shoes and other products) displayed in different parts of town, and especially on the store front.

Through the centuries, goods manufactured in large quantities were sold mostly through advertising, which became a business in itself. Fifty years ago, in the United States alone, it was already a billion dollar business. I can’t imagine the figures today.

In the beginning, advertisers sought out newspapers and magazines to buy ad space, but the advent of TV changed the landscape of advertising.

Buying expensive commercial spots on TV became a necessity and advertising to this day is what brings life to TV. (Newspapers and magazines can survive through street sales alone — although the extra income from advertising is very much welcome.)

In the past two decades, the advertising pie was divided only between the two large networks and GMA 7, which had been lording over the rest in the past seven years, had always valued its relationship with advertisers.

To show their appreciation, GMA 7 had made it a tradition to host trade shows for its advertisers, supporters and media partners every year. Unfortunately, since these events are held usually toward the end of the week, when the Startalk load is at its heaviest, I am always unable to attend these trade shows — except for once because I hosted the affair — at Le Pavillion. But that must have been five, six years ago.

Last Thursday, I cancelled previous engagements because this affair was going to be extraordinarily big. GMA Marketing and Productions, Inc. president and COO Lizelle Maralag saw to that and Party Pilipinas was designated as the host program.

However, they said that it would be appreciated if the other Kapuso stars also showed up and threw in their support and so I went. I was told that it was only Joey de Leon who was there to represent Startalk because Ricky Lo got buried under tons of pages he had to put to bed for this paper, while Lolit Solis can never be at these evening affairs anymore since she can’t stay up late because it’s bad for her complexion. 

The site was at the SMX Convention Center and I initially went to Hall 4 where the actual party was. GMA chairman, president and CEO lawyer Felipe Gozon was said to be there somewhere near the stage along with the other network officials: EVP and COO Gilberto Duavit Jr., GMA Films president lawyer Annette Abrogar and SVP for entertainment TV Wilma Galvante. Except for Mr. Duavit, who strayed near the entrance of the hall at one point, I never saw any of them because the crowd was so thick — like the whole of Metro Manila was there. 

When I was tipped off that Joey was also stationed near the stage, I tried to push my way in, but I was already gave myself some 20 minutes to half an hour to be able to accomplish that because I had to pass through so many people and elbow myself in along the way.

Before I could inch myself through, I got a text message stating that Gorgy Rula was looking for me. Although he is dear to me, I always associate him with work — and that was supposed to be a party. Report to Hall 3 (holding area for performers). Dennis Trillo and Jennylyn Mercado were spotted there — though separately. Those who know their showbiz news already know by now that the two were photographed holding hands during their Hong Kong Holy Week break. Startalk wanted them together for a sit-down interview and I was assigned to deliver Dennis. I begged, pleaded and cooed before he agreed, but I will forever be grateful he did.

Finally, they were seated together (Jennylyn had to be snatched from backstage where she was to perform a number) and the two felt the discomfort of the world (they may have to go back to Hong Kong to de-stress). With much difficulty, they talked and I can never thank them enough for giving me this favor. I owe you one, kids.

With that mission over, I managed to swap light talk with German Moreno and, later, Drew Arellano and Iza Calzado. But I stationed myself in Hall 3 — on standby for any big story that may happen in the showbiz industry because some of the biggest stars were there.

But blame those waiters bearing cocktail drinks (vodka based) for perennially passing in front of me. In time, I was unable to resist asking them for a drink or two or three.

At last, I began to enjoy the party — while at work. Showbiz is a difficult profession, but it has its perks: You can work and party at the same time — and that GMA trade show was the most enjoyable working party I had attended in a while. Cheers to our friends and partners in advertising!