Free ContentFor Members Only
Home > ClassicJackMyers.com > Is Advertising a Dying Business and Is It Too Late to Bring It Back to Health?

Is Advertising a Dying Business and Is It Too Late to Bring It Back to Health?

December 3, 2008

Published: December 3, 2008 at 03:12 PM GMT
Last Updated: December 8, 2008 at 03:12 PM 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.

  1. First, are the resources with which we make marketing decisions relevant to today's corporations?
  2. Second, are advertising agencies prepared to respond to the radically altered environment in which they are operating?
  3. And third, can media companies react to the explosion of technological advances, the expanding universe of media opportunities and the impact of interactivity?

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 jm@jackmyers.com

add this social bookmark link

famebook - December 3, 2008
In my opinion, advertising in its historic form is dying and with it all the sins of the past. Sure we are in a transition (or resurrection) phase, but the signs are there for something new and 'cleansed'.

In the blink of an eye a handful of 'overnight successes' have re-shaped the world of media platforms and without much attention or regard to the hand that feeds them, have allowed the remora sharks of CPM based modelling to set up stalls alongside.

The reality now, is that escalated audiences are communicating like never before in centralised places and within those places the opportunity is rapidly developing to create value in the content. Suppose Facebook, Google et al are the oceans now, then is it any surprise that luxury liners are arriving to sail amongst them. Where one wouldn't expect to pay a tax for sailing the ocean, we will all queue as usual to buy tickets at varying costs for the different qualities of journey.

So I say don't panic...watch the publishing, music and TV brands/ labels, studios etc. re-align themselves (if they're smart) and the money will still be there, but will be coming from a different angle.

Not forsaking all of the above, there is one platform opportunity left and we're confident we'll be the ones to occupy the space. Register now!

4F490x - June 19, 2011
Take it to your heart that you choose from north face jackets,take you to your home now...the fake oakley sunglasses are never choose it.good hornor replica oakley sunglasses .thank you,done doen north face outlet
Post a Comment

Commentary Archives

September 2015
August 2015
July 2015
June 2015
May 2015
April 2015
March 2015
February 2015
January 2015
December 2014
November 2014
October 2014

See all Archived Material


"Netflix and Chill": Binge-Watching Reaches a Whole New Level
This week, on Mindshare’s Culture Vulture Live, Aimee Goldfarb talks about the evolution of Netflix in culture. TV addicts, this news is for you: Netflix is playing to the makers movement with the announcement of a connected button called “Netflix and Chill." While you can’t actually purchase the button, Netflix has published instructions for how to create this homegrown device.

Executive Perspectives: Jack Myers
Jack Myers is a Media Ecologist, and as such, he studies media agencies and how these agencies are choosing to spend their media money and on whom they are choosing to spend their money on. The emergence of digital video and the Internet of things (IoT) are massive industry game-changers, as marketing data can come from a multitude of sources. The data is all about the usage, the interpretation and the application of data and this is how media agencies need to position themselves in order to evolve within the industry. Myers has noticed the changes in the bigger media landscape as well. Many networks have moved from a more traditional, impression-based model to a performance-based model, therefore continuing to capitalize on all the emerging trends.

Screenvision Names John Partilla as Chief Executive Officer - Press Release of the Week
Media and Marketing Veteran's Proven Track Record of Innovation Well-Suited to Lead Screenvision into New Era of Growth

Industry Leaders React to comScore’s Acquisition of Rentrak
I have to admit that I was surprised by the news that comScore was acquiring Rentrak. While I expected more consolidation in the media measurement space, I didn't envision that it would be two big players joining forces but rather the continued ingestion of smaller companies by larger companies. This acquisition is not only a brilliant tactical move, it is also strategic: It might finally move analytics and insights in such a way that the industry shifts from the proxy metric of age and gender and into a more standardize-able cross platform measurement.

Newspaper Media Influences Key Constituents
As candidates for the 2016 presidential election declare their candidacy they are also honing in on target constituents, platforms, messaging and media choices. Even at this early stage, targeted reach and differentiation are paramount. What we can all agree on thus far is that the key voters who will “swing the election” are Millennials, Women, Independents, African Americans, Hispanics and Seniors – and, local newspaper media reaches them all in a trustworthy environment.

Give Peace a Chance
In case you missed it, Burger King placed an open letter in today’s New York Times and Chicago Tribune asking McDonald’s to come together on September 21 “Peace One Day” — cast their differences aside with an unprecedented proposition. They are asking to share resources – crew and ingredients in one single pop-up location (based in Atlanta which is neutral ground) to create, serve and sell the McWhopper with all proceeds benefiting Peace One Day” (a not-for-profit).

U.S. Media Planner Survey Takeaway: Disruption Reigns!
Every year our organization, the Digital Place Based Advertising Association, conducts a survey of media planners to take their pulse on the subject of video media and advertising. The 2015 results reinforce what we all sense, i.e., the ground is moving beneath our feet. Disruption reigns.

Not Your Father’s Tune-In -- Part 3
This continues our series probing into best practices in tune-in advertising, practices that have arisen rapidly since analysts began to study set-top box data to know what really works and what doesn’t.

How Muhammed Ali, Joe Frazier and Satellites Changed TV History
The year 1975 is notable for many reasons: The Vietnam War ended with the fall of Saigon; John Mitchell, the Attorney General of the United States, was found guilty of the Watergate cover-up; fugitive Patty Hearst was captured in San Francisco, and NBC aired the first episode of "Saturday Night Live." To many of us laboring in the shallow trenches of cable television, September 30th, 1975 was the night that changed the course of television history.

Exclusive! Meredith to Publish New Lifestyle Title, Beekman 1802 Almanac
Sometimes change happens fast. Sometimes it happens not at all. And sometimes change happens in stages, so that only when you look back do you notice how much ground has been covered. Madison Avenue -- and all of us -- will be reminded of that Oct. 6 when the media giant Meredith is to bring out a new publication, the Beekman 1802 Almanac. It's intended as a premium product, more akin to a book than a magazine, and as a contemporary version of those almanacs once relied upon by farmers. To underscore how contemporary the Beekman 1802 Almanac is meant to be, it's a partnership between Meredith and a same-sex married couple, Josh Kilmer-Purcell and Brent Ridge (pictured above).

Q&A: Hakuhodo’s D.A.Consortium on Automation, Programmatic and TV
Second of a two-part series! Jay Sears, Senior Vice President Marketplace Development of Rubicon Project discusses “Automation, Programmatic and TV” with Kent Isshiki of Hakuhodo’s D.A.Consortium. The two executives appeared at Rubicon Project’s The 2nd Annual Real Time Trading Update from Japan's Buy Side in July 2015.

Can Anything Stop the Rise of the Adblockers?
There’s a very old joke about the adman who when interviewed said, “Don’t tell my mother I work in advertising, she thinks I am a piano player in a brothel.” Indeed, the legendary French adman, Jacques Seguela (the “S” in RSCG, now part of Havas) used the joke as a title for his 1979 book.

Off the Grid a Couple Weeks and the Media/Digital Worlds Go Wild!
So I got back to the connected world and caught up on the news on the flights toward America from Lisbon … business culture shock. The media and digital worlds shifted into overdrive while I was off the grid in a kayak mostly atop the Duoro River in Northern Portugal. Here are just a few of the harbingers and changers:

Is Online Media “A Market for Lemons”?
“[In a ‘market for lemons’] there is an incentive for sellers to market poor quality merchandise, since the returns for good quality accrue mainly to the entire group whose statistic is affected rather than to the individual seller. As a result there tends to be a reduction in the average quality of goods” -- George Akerlof, from “The Market for ‘Lemons’: Quality, Uncertainty and The Market Mechanism”

A Sudden Surge in Smart TV-Making Devices
Random notes from this busy fall season: With Apple TV 2.0's availability just a few weeks away, the rest of the smart TV-making device field appears not to be standing still, whether or not there's fear of losing market share. Google's Chromecast 2.0 gets unveiled this week, while the second edition of Amazon Fire TV comes out within two weeks and Nvidia's Shield displays for the first time since its May rollout at Pepcom's Digital Experience showcase here in New York Wednesday night. There is a sense that everyone wants to be ready if Apple CEO Tim Cook's declaration that "the future of TV is apps" – as in informational, transactional or interactive services -- pans out. Travel site Orbitz is now an Amazon Fire attraction, and similar apps for TV are reportedly on the fast track at Chromecast, Roku, Shield and Intel's Compute Stick.

Click Here for Membership Information