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Published: December 3, 2008 at 02:17 AM GMT
Last Updated: December 8, 2008 at 02:17 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
Q&A with Lou Paskalis on Automation, Programmatic and TV
Jay Sears, Senior Vice President Marketplace Development of Rubicon Project discusses "Automation, Programmatic and TV" with Lou Paskalis of Bank of America (pictured above). The two executives appeared at Rubicon Project's 3rd Annual Automated Advertising Panel at Cannes in June 2015.
Voltair and U.S. Radio Solves Nielsen’s PPM Problem
Arbitron ratings service invented a portable meter worn by listeners to measure radio listening with the promise of measuring audio signals from all media. This allowed media buyers to see real time comparisons of radio, broadcast TV, cable and Internet audio for comparable audiences in the same market. The PPM (Personal People Meter) was designed to replace the paper diary system in as many cities as possible. Then Arbitron was sold to Nielsen.
It’s been a little while since we last commented on Xaxis, GroupM’s trading desk. In that time there have been many significant changes -- not least Xaxis’ statement that they are not a trading desk.
Amazon Studios at TCA: Hot Shows, "Cool" Execs
Amazon Studios delivered a memorable presentation yesterday for a number of reasons – not all of them good – at the Summer 2015 Television Critics Association tour. On the upside: It offered five lively panels for compelling new and returning programs the likes of which prove just how far Amazon has come in the streaming content arena in a relatively short time. Collectively, its shows were perhaps the most interesting seen at this tour so far and will probably retain that distinction by the time it ends later next week. On the downside: When they spoke, Amazon Prime’s top executives seemed strangely unrehearsed for actual questions about some of their shows. Worse, Amazon started its presentation a full half hour later than planned and continued it well beyond its arranged end time – a TCA taboo which in this case put Amazon in conflict with a special TCA event planned by 20th Century Fox Television.
Ethan Rapp of Simulmedia on Marketing Data Companies
Ethan Rapp recently joined Simulmedia as Senior Vice President of Program Management, bringing “deep experience in marketing effectiveness as well as developing insights and analysis that help define new media paradigms,” according to Mainak Mazumdar, Simulmedia’s Chief Science Officer.
Using Social Insights to Drive Brand Preference
Winning brand preference over competitors is a challenge for all marketers looking to attract and retain customers. To be successful, it is essential to find channels where customers can be engaged and build a connection with the brand.
Video of the Week: Fuse Brings Transcendent to TCA
As ever, one never really knows what’s coming next during a typical day at a Television Critics Association tour – especially during the cable portion. Case in point: The grand finale to the many presentations on Friday was a party thrown by Fuse that proved once again that a smallish network largely off the radar of most critics can break right through and be noticed at this twice-annual event. The Fuse bash topped off a day of memorable panels for such well-received offerings as BBC America’s new adventure series “The Last Kingdom” (from “Downton Abbey” producer Gareth Neame); Starz’ upcoming horror action series “Ash vs. Evil Dead” (instantly one of the most talked about new series of the tour) and dramatic limited series “Flesh and Bone” (about a young woman who joins a prestigious ballet company in New York City); the IFC comedies “Gigi Does It” (starring David Krumholtz of “Numb3rs” as a 70-year-old widow and grandmother) and “Documentary Now!” (a series created by Fred Armisen, Bill Hader and Seth Meyers starring Armisen and Hader that will consist of parodies of well-known documentaries), and AMC’s breathlessly anticipated “Fear the Walking Dead.”
What Might Replace the Set-Top Box?
As Cisco punts legacy SA boxes to Technicolor, I thought I'd look around my home at the existing set-top boxes and the like. We've got a whole-home DirecTV set up so that's two boxes and two remotes (though a DirecTV app can replace the remotes). At the set in the living room are two more boxes with remotes: Apple TV and Amazon's Fire make it four so far. In my office is a Comcast box; that's five. And a router makes six. We've also got three TVs, a couple of laptops, a couple of iPads and a couple of iPhones … not to mention an iPod somewhere. And, oh yeah, an Amazon Echo ("Alexa, did I miss anything?" "You missed Chromecast.")
TCA Stand-Outs Large (Hallmark, Nat Geo) and Small (WGN, Up, El Rey)
One of the most interesting things about covering the cable days of the twice-yearly Television Critics Association tours is observing which networks or network groups most successfully grab the attention of the hundreds of reporters and critics attending their press conferences and which ones don't make much of an impression at all. The results can be very surprising.
The CFO/CMO Union
Will the CFO and CMO ever form a more perfect union? I recently saw a study produced by Ernst & Young and reported in the Wall Street Journal that claims collaboration between CFOs and CMOs is increasing. The survey also acknowledges that there is still a long way to go to establish a real partnership between their responsibilities, particularly as it pertains to "common practices and cultural differences." In my opinion a perfect union is unlikely but a better working relationship is not only necessary but critical to the success of a business. Let's explore.
Multi-Sensory Experiences for Brands
This week on Mindshare's Culture Vulture Live, Mark Potts explores multi-sensory opportunities for brands.
TV is from Mars and Video is from Venus
In a spring 2015 trend report Business Insider stated that video ad revenue will double in just two years and reach nearly $5 billion in 2016, up from $2.8 billion in 2013. Consumers' engagement online, over multiple devices, increases daily. As the landscape for what exactly constitutes "TV" or "video" changes rapidly, advertisers are racing to keep up.
The Macro Forces Behind Slow GDP Growth
Ever since the end of the Great Recession a few years ago, there has been much written about the lack of both economic growth and inflation. Much of this coverage mentions that the post-recession recovery is much slower than the recovery of past recessions of the late 20th century.
Early AT&T/DirecTV Merger Questions
Now that the consummation of AT&T's merger with DirecTV is done, how will this $40 billion-plus deal impact consumers from both parties and the TV world at large? Chances are you haven't heard much over that question up to now, in part because of how this deal was completed last week -- Federal Communications Commission approval mid-Friday afternoon, and AT&T putting out a press release, and only a release, of the consummation less than two hours later. That's way late for much analysis on the part of the business news channels or journalism in general.
Trevor Noah Hits TCA; Nat Geo Honors Cecil
In performance on stage Tuesday night and again in a press conference Wednesday morning, members of the Television Critics Association got to know the man they will likely honor in the years ahead with multiple TCA Awards in the category of Outstanding News Program – controversial comedian Trevor Noah (pictured at top), who will take over Comedy Central's "The Daily Show" on September 28. Noah, a smart and engaging guy who joined "The Daily Show" last year as a contributor, quickly and efficiently charmed the group, setting the stage for years of admiration and handily putting behind him lingering memories about a series of sexist and anti-Semitic jokes he tweeted a couple of years ago.