|HOME||MEDIABIZBLOGGERS.com||WOMEN ADVANCING||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: December 3, 2008 at 03:40 PM GMT
Last Updated: December 8, 2008 at 03:40 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.
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
As “General Hospital” executive producer Frank Valentini, head writer Ron Carlivati and their team proved two weeks ago with their remarkable 52nd anniversary episode – arguably the most creatively ambitious hour of daytime drama ever produced – nothing is impossible in the soap opera arena. They somehow managed to expand the collective history of many of the show’s primary and secondary characters – dating all the way back to the very first episode in April 1963 – without actually rewriting any of it, something far too many reckless soap opera writers have been allowed to do over the years. I am still stunned (in a good way) by what I saw and the “new” story of Luke Spencer has continued to play out, including revelations made just a few episodes ago about Luke’s relationships with mobsters Frank Smith and Sonny Corinthos.Read More
2015 Network TV Upfront and NewFront CalendarRead More