Jaffe Juice

Tom Messner, partner at Euro RSCG has undertaken a pretty mammoth task in what he calls a two-month reality column in Adweek: he's going to read and report on 58 advertising books, divided into two columns or categories - old testament and new testament.

Life after the 30-second spot is third on his New Testament list behind Donny Deutsch and Phil Dusenberry's books. I look forward to his review.

Messner's mission was partly prompted by a college professor/colleague assertion that
"today's advertising students don't read books", hence his undertaking to do just that.

This is close to my heart for a few reasons (unrelated to my book) - connect the dots:

1. There is a severe shortage of talent in the advertising industry today

2. The advertising industry has lost its shine...it's attractiveness...it's respect.

3. Students are less likely to chose a career in advertising than ever before

4. Today's advertising-related college courses are hopelessly out of touch...with antiquated texts and a lack of relevance and "currency" with respect to cutting edge (new marketing) approaches and alternatives

Personally, I won't rest until LA30 is required reading for every college student studying any semblance of marketing or advertising related courses. And if that doesn't work there's always the audio book or animated cartoon (how do you think I got through Shakespeare at School?)