Tag Archives: advertising

does journalism have a future? yes!

columbia_university_reportA welcome note to end the year on comes from an October report by the Journalism School of Columbia University on The Reconstruction of American Journalism. The PDF download opens with an optimistic forecast before setting the stage by looking back to our journalistic roots beginning in the 18th century.

I agree with the conclusions in general. My reservations spring mostly from concern about the increasing difficulties posed by the exponential expansion of technology and the corresponding very serious problems that arise out of authenticity; as the report notes, “authenticated journalism”.

Just today a mid-afternoon flash on the death of Hollywood actress Brittany Murphy by web site TMZ was cautiously cited as source even though verification was somewhat slow in materializing, highlighting the problems that come with global transmission as near fact that which hasn’t been properly vetted in context.

Is the demise of journalism’s Golden Age premature? The report by authors Leonard Downie, Jr. and Prof. Michael Schudson argues yes – and supports their conclusion with a number of well thought out examples of how, why and when the transformation of the Fourth Estate from ad advertising based model to (perhaps) a community based enterprise will occur.

an unsustainable trend

sooner or later there's nothing left to shrinkIn today’s digital world there’s more time spent on measuring than creating. The word used is metrics, and it refers to how the bean counters parse a grasshopper’s head hair into a thousand different points of occasionally interesting reference.

Here’s one metric that doesn’t require an introducton or a powerpoint full of pie charts. I call it “fatness”.

The 2010 Motorcycle Product News Buyer’s Guide arrived in today’s mail – and it didn’t take Spidey Sense to figure out PDQ that the gas tank’s nearly empty.

My “fatness” index clearly proves that MPN’s Buyer’s Guide lost 3/16″ over the past 12 months, going from a still respectable 1/2″ in December, 2008, to an anemic 5/16″ in December, 2009. At one time this annual issue required a small burro to transport.

It’s no secret that A) advertisers are fleeing print and that B) powersports is leaking market like the Titanic took on ice water. This isn’t about any particular brand or channel. It’s just an honest take on a distressing trend that shows no signs of improvement.

As someone comfortable in either print or web I see a massive error in judgement in the stampeded abandonment of print advertising for the evolving medium of the internet. For a great take on how monster good advertising does work, and more importantly about how the entire retail conversation is interrelated, check the blog entry by Social Media guru Chris Brogan on his prediction about the future of retail.

what this industry needs…

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…is a good strong dose of sense of place. Too bad we don’t see more entertaining content on this side of the pond – blame it on to sober, to somber, to self-important pseudo-creatives all overreaching to showcase the next cirque du soleil meets terminator product positioning footage. You know – pull back from scruffy boy beard, quick cut to black boot over saddle, c/u thumb on starter, cut to pipes, insert chest full of fake boobs, off into the sunset on a two-lane strip of gleaming asphalt. Enough!

sponsor scores marketing slamdunk

sponsor marketing doesn't get any betterDespite a noticeable downturn in entries (28 qualifiers), Saturday’s American Le Mans Series 12 Hours of Sebring broadcast on Speed was one of the best live motorsports productions I’ve seen.

Lack of traffic probably had something to do with the record-setting pace, which isn’t to discount the all out tech battle between the diesel-powered P1s of Peugeot (V-12 coupe) and Audi (V-10 roadster) and Honda’s amazing CAD-to-track Acura. Continue reading

the weird art of not so subliminality

Notwithstanding the excellence of the Shark helmet itself, corporate marketing to North America follows a different metric than that followed by Coke. Or Yugo, for that matter.

We’re not going to beat the French up for this particular instance of bizarre imagery, not when that country is head and shoulders above us in using perkily great topless billboards to sell what you got.

But whoever’s behind this latest in a series of just plain goofy juxtapositions needs a hard shove out the door. (When they added a Canadian distributor a few years back, the event was accompanied by umbrella booth girls clad in, wedding dresses, followed by print ads as something slightly less sophisticated than The Club for cars.)

Now it seems as though “Protect Your Crotch!” is all that’s missing from the wordless lips of Mr. Crash Test Dummy and his androgenous package sidekick. The cruel irony here is that suddenly the universal refrain uttered by women everywhere – that all men think with their appendage – may, in fact, be the real inspiration behind this messy message.

american quantum? quick, get the stake!

Let me first say that my odds of getting a phone call from advertising’s The One Club are slightly more remote than a hi-def video of me windsurfing on the moon. Not so industry guru Jerry Della Femina, who was inducted into their Creative Hall of Fame last month as announced in this spread that ran in Ad Age. Read on.

His shop, Della Femina Rothschild Jeary, has churned out big ad hits for, well, decades. Including the notoriously hilarious Isuzu “lie” campaign that broke new ground back when broadcast was king. So far be it from me to rap a real creative heavyweights’ work that’s featured in perhaps the top forum of advertising greatness – except for that one ad shown that few will recognize for what it represents – pimping a disaster of a client that was a forerunner of many more to follow in this industry. Continue reading