Monday, May 23, 2005

Changes in ad world mimic editorial challenges

I don't write a lot on this blog about advertising. That's not my area. But I appreciate the creative efforts and salesmanship that bring in the revenue to fund our paychecks.
And it's worth noting that our brothers on the other side of the divide in journalism are experiencing the same sort of new-media upheaval that we're seeing on the editorial side.
In today's New York Times there's a fascinating look at how advertising clients -- concerned by anti-corporate sentiment, blogging, ad-skipping technologies such as TiVo, etc. -- are demanding new approaches from advertising agencies.
Check out these quotes, and note the similarity to issues in editorial: "The advertising business is undergoing an upheaval, forcing executives to radically change how they do business" and "It's unclear if the traditional agencies will be nimble enough to halt a slow decline" and "The big agencies also face a throng of hip new rivals, which have pounced on the opportunity and are looking to steal business" and "'There's an incredible ability to cling to what's been done because there's a comfort in that."
Take a look at the article. Strike up a conversation with someone from the advertising staff. Ask them if they are hearing dissatisfaction with traditional B2B ads. If they haven't heard a complaint yet, let them know they will soon. Sophisticated advertisers, just like sophisticated consumers of news, are demanding new ways of doing business.

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