|HOME||MEDIABIZBLOGGERS.com||WOMEN In MEDIA||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: December 3, 2008 at 02:40 AM GMT
Last Updated: December 8, 2008 at 02:40 AM GMT
The following commentary was the introduction to my 1993 book Adbashing: Surviving the Attacks on Advertising. In it I ask questions that take on even more critical importance today than 15-years ago when they were originally written.
On the surface the advertising industry appears to be a business where change comes with the territory. But the state of constant change is deceiving. In reality, the marketing, advertising and media businesses are staid and relatively unchanging. Practices and influences from as far back as the late-1800s are still dictating decisions. In the new media and marketing environment of the 21st Century, many of these practices no longer will be relevant.
Worse, these practices are killing the advertising business. Adherence to the past and reliance on traditional means of conducting business have precipitated a collapse of the foundation, structures and principles upon which the advertising industry, and our nation's economic support system are based.
During the past 20 years America's marketing muscle, upon which it built its worldwide economic and political strength, has been sapped. Case studies charting the decline of U.S. fill the bookstores. It is time to take a hard look at our approaches to marketing.
This book is about change: why and how the marketing, advertising and media businesses must completely change the concepts, premises and strategies upon which they operate. Much of this book is focused on changes that have taken place in society and the hidden impact they are having on the foundation of financial and consumer support for the television programs we watch, the magazines and newspapers we read, the radio stations to which we listen, the products we buy, the stores and locations in which we shop.
I hope all readers will be enlightened and will think about how they are responding to the reality of a changing world. My goal in writing Adbashing is that all of us in advertising and media may change and thrive and never be forced to confront the prospect of working in a dying business.
Jack Myers has been writing, speaking and consulting on the impact of change on media, marketing and advertising for more than two decades. He can be contacted at email@example.com
Even the New York Times columnist Joe Nocera thought it would be a good idea for the FCC’s Tom Wheeler and Congressional folks to arrive at something resembling a compromise on net neutrality without Title II. His take: “HeHeHeHeHe!” I concur. A painful belly laugh. But then! Holy Moly! Something resembling compromise … STELA turned into STELAR and OMG! the Senate passed it for the President’s signature. And now I can continue to get Denver TV stations on DirecTV (no DISH here, so no worries about losing the Broncos). That’s a big deal because I’ve got the Continental Divide between me and the transmitters. STELAR gives me another legal five years.Read More
“Chug” will be noted in the media history books as the first series fully fan-funded via Kickstarter to be telecast on an American television network. (In case you are wondering, the scripted gay drama “DTLA” telecast two years ago on Logo was a project partially funded via Kickstarter.) Lamprey and his wife Melissa Schilling, who is also an executive producer of “Chug,” were able to complete six episodes of the show before finding a network to run them. It was Schilling’s idea to make food a component of this series, rather than having Lamprey focus exclusively on alcohol, to make it accessible to a broader audience.Read More