“Advertising is F*cked”
Aka “Advertising is Next”
Every once in a while…well, maybe not “every once in a while” because that sounds like it doesn’t happen all that often so I’ll go with “sometimes”…
Sometimes you read an article that speaks to you in a profound and powerful way. Kind of like that Maxell commercial from back in the day when the guy in the chair is getting blown away by the “high-fidelity” of the Maxell tape’s sound quality…
Yep, this commercial - http://www.youtube.com/watch?v=-DP89iMe0BY
That’s kind of how I felt after reading the coverage of the Conde Nast announcement about how they’re shifting “their fundamental business strategy” including the Business Insider piece below.
Some pretty thought provoking stuff that includes:
Instead of using content to attract consumers and inserting ads by 3rd parties looking to sell them stuff, is “content” going to become the online version of a mall’s Cinnabon stand where the publishers will enter into the fundamentally different world of retail commerce and selling stuff directly to consumers, skipping the “ad thing”?
“The age of the ad sales guy is over because the age of the ad is over.”
A “no big deal” list of publisher needs to do this including new talent/skills, financial structure, new compensation model, new understanding of very different competitive landscape, new “retailer’esque” embrace of efficiency etc.
A complete “restrategizing” (not sure if that’s a word but it was in the article and sounds cool) and address of a “calcified” corporate culture.
And last but certainly not least…”Welcome to Bob Garfield’s Chaos Scenario”
Wow…
For those of you who actually read my post (outside of my family that’s probably in the 2-3 person range), I try not to use the “It’s a Brand New World” type stuff too often…but this might be a good time to just throw it out there.
For those of us not married to “the way things were”…awesome
http://www.businessinsider.com/advertising-is-next-jarvis-2010-7?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+businessinsider+(Business+Insider
