Advertising - pass the dramamine
August 2nd, 2005 Posted in 7th Mass Media, Advertising, Convergence, Culture, Darwin, Distribution, Economics, Marketing, Media, Strategy, Trends, Web/TechFortune ran a piece about advertisings increasingly bleak future
From the moment consumer-products companies started placing ads in mid-19th-century newspapers, mass-media advertising has been about making connections. But while the modern world knits itself ever more closely together, advertising is becoming increasingly disconnected from its historical base, its business models, and its audiences. Thanks to the Internet, advertising is going through its first true paradigm shift since the advent of television half a century ago. As a result, your average executive in the ad or media business is feeling as lonely and unstable as a 30-foot sailboat with a broken keel foundering in the swells of a Category 2 hurricane. Pass the Dramamine
Fortune goes onto say
Give it ten years, say the tech gurus, and everything you watch will be high-definition, interactive, and brought to you via the Internet?you'll love it! But today's big ad agencies might not. As descendants of the firms that invented modern advertising, they face the buggy-whip-manufacturer problem: the fact that full-on paradigm shifts are rarely kind to incumbents.
If I were a marketer, I would be working pretty hard to work out what this future looks like.
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