aTypical Joe: a gay New Yorker living in the rural South
Monday, June 26, 2006
On the ad elephant’s charge
I’m seeing a lot of avoidance of the elephant that isn’t quite in the room yet but is banging at the door:
Advertising is the next big industry to suffer huge upheaval thanks to the internet. They may think they’re already there, but they’re not, not by a long shot. In fact, it is the ad industry that is holding up the progress of other industries - newspapers, TV, radio, cable - that are already getting tromped on by that elephant. Advertisers can get away with moving slowly - for now - because they are the ones with the money. Funny how that works. But this won’t last for long, as one client and then one agency discovers that the lazy, traditional, one-stop-shopping of TV upfront and the big-media lunch circuit is inefficient, wasteful, untargeted, irrelevant, and ultimately damned irritating to your customers. READ ON
