The Market, Energy, And Political Page, T+67, Page 2 -- August 6, 2018

It's interesting to see where companies put their television ads.

Blue Apron, I see, is advertising on CNBC. Not one person watching CNBC is likely to order meals-to-prepare through the mail.

Where would Blue Apron customers be?

On the food channels, and probably "Channel 13" -- your local PBS station. I have never seen a Blue Apron ad on PBS. I never watch food channels but something tells me it would be unlikely they would advertise there. Counter-intuitive.

But why CNBC? Desperately trying to remind investors the company is still around and relevant, even in light of plummeting sales and share price. What's "Little Blue" doing today (compared to "Big Blue"):

• APRN is down another 4% and could soon go under $2/share
• IMB: down a little over a percent, trading at $146/share

Best time to for Blue Apron to advertise: during the late afternoon soap operas. Sure, that order today won't reach the cook's home tonight, but the cook at the house, struggling to keep meals interesting 365 days/year will be a prime candidate to say, "Alexi, order Blue Apron."

By the way, the cook cannot lose: if the family hates Blue Apron, it makes the cook's home cooking all that much better in the minds of her/his family; and if the family loves Blue Apron, the cook is going to look forward to some days off from cooking.That's what we call a "win-win" when eating at home.