|HOME||MEDIAVILLAGE.com||WOMEN ADVANCING||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: December 3, 2008 at 03:32 AM GMT
Last Updated: December 8, 2008 at 03:32 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 firstname.lastname@example.org
Dear Media: We Hoaxed You! Love, Taylor Swift and Apple Music
Was the Taylor Swift / Apple Music dust up nothing more than a premeditated hoax?
OTT w/ TiVo! Can Wi-Fi Trump Cellular?
Oh, Roamio, wherefore art thou? That’s something more cable operators (MSOs) as well as other internet service providers (ISPs) might be asking TiVo CEO Tom Rogers about. TiVo’s Roamio OTA is a set-top-box that acts as a digital video recorder for off-the-air broadcast stations. Rogers goes a lot further than just telling MSOs they can dodge retransmission fees: He suggests cable just get out of the video business and cede “TV” to over-the-top players. (Or, just go national OTT with current and/or altered bundles; can’t tell me the major MSOs haven’t run business scenarios to do just that.)
TED Women 2015: A Man's Eye-View
This year's TED Women Conference was my 20th TED and my first TED Women, where I was one of a handful of male attendees.
Stuart Elliott: When the News Makes News
The Brian Williams story continues, and with it, ever more to ponder.
"TREotM": The Seventies (with Coax)
Chapter 10, Part 5
Who Controls the Digital Eco-System?
Ever since the first man clicked on the first ever online ad, and the first blogger penned the first essay on all that’s wrong with everything digital, one question has under-pinned much of the discussion and debate. Who’s in charge?
The "Polbuzz" is Building: PBS’ "Poldark" is a Summer Sensation
A best in show has emerged from television’s busiest summer ever. The distinction may strike some as improbable during the season in which popcorn entertainment generally rules. This fine program has nothing to do with aliens, zombies, cops or killers. It is a first-class remake of a historical drama from the Seventies that probably sounds like a snooze. And while such declarations are generally a matter of individual taste, from where I sit it’s more entertaining than anything else on broadcast, cable or stream right now.
ARF Rocks Research World with Measurement Mandate
This year’s ARF Audience Measurement Conference, a top research-oriented conference, focused two of its 2 ½ days on the challenges in cross platform measurement. Cross platform continues to be a major initiative of an industry that has historically focused predominantly on television. But the days of linear TV dominating the discussion and the historical buying and selling of spots and dots is just about over.
Sold-Out ARF Conference Incites Industry Action
“Who sells out a research conference?” asked Advertising Research Foundation (ARF) CEO and President Gayle Fuguitt to the, yes, sold-out audience at the Foundation’s recent Audience Measurement Conference held at the sleek Conrad Hotel in Manhattan’s Battery Park City.
Data, Data Everywhere in the Upfront: An Overview -- Part 5
This is the fifth and final part of a series examining the new data initiatives of major data companies. Parts 1 through 4 outlined the many data initiatives, their scalability, whether their services were gaining traction in the industry and the issue of a standard metric to link systems and platforms. Here, I ask about the role of research in the Era of Data. Is its role changing? Is there a future for research as we know it?
CARPE DIEM: Advertising and the Media
Published on Apr 13, 2015
Broadcast Milestone: A Summer Stunner
It’s the first week of summer, and didja notice? Something rather remarkable happened last night. CBS, NBC and ABC offered three hours of original series programming. Further, Fox’s two hours were filled with original shows and one-half of The CW’s two-hour primetime block was occupied by a brand new episode of a long-running series.
Hard Truths from Universal McCann’s David Cohen
When a senior advertising executive who handles money matters appears at an industry event and speaks his mind in a public forum, as Universal McCann Chief Investment Officer David Cohen did at last week's Online Video Advertising Summit here in New York, everyone should pay attention.
Capturing Your Consumers in the First 5 Seconds
This week, we are celebrating the endless creativity of the advertising and marketing worlds at Cannes International Festival of Creativity. We’re really excited to recognize and revisit this year’s slew of brilliant campaigns on Cannes’ international stage. There are so many great contenders -- the ads that moved people to tears, others that made them laugh and of course those that inspired them to take action.
Video of the Week: Jon Stewart's Quiet Expression of Outrage
Jon Stewart on Thursday night opened his Comedy Central program “The Daily Show with Jon Stewart” in serious commentator mode, talking about the mass murder the night before at the Emanuel African Methodist Episcopal Church in Charleston, South Carolina.