Check out this really interesting piece from the LA Times today, titled "Web Pulls Ad Buyers from TV" which I think very deftly shows the 3 sides to the story of the rise of the Web and the demise of the 30-second spot...no not your side, my side and the truth, but rather the denial, disgust and disarray of those who scorn the old world order/upfront, those who cry for change and evolution and those torn in the middle.
Case in point, "I think at the end of the day the marketers will open up their pocketbooks and write big fat checks, but they do so with decreasing glee and with follow-up memos to their staff saying, 'Find us a better way next year, explains Rex Briggs. Here's a thought...if you feel so strongly against it, why continue to perpetuate the dysfunctional approach?
Anyhoo, the article gives some really compelling data/proof points, but for now I'd like to pose this question: is the challenge at hand really a zero-sum game? What we lose on the swings, we make up on the roundabouts? Why do we assume that one side is Robin Hood whilst the other is the Sheriff of Nottingham?
Ultimately, we need to take a good, honest look inwards and ask ourselves this question: "Is advertising even the answer?" or at least "traditional advertising" as intimated in the following statement: "The Internet is clearly becoming a more traditional medium to advertise in," so says TNS Pres. Steven Fredericks.
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