While I spend my time and research on what’s happening with traditional media and how I can best market our college to our various audiences in the wake of media implosions, here are a few articles that give some insights into the near future of marketing and advertising.
In the April 2 issue of Advertising Age, Steve Rubel interviews Jeff Jarvis on his new book What Would Google Do? While Jarvis mainly talks about the role of ad agencies and PR agencies, the insights for all of us into the direction that marketing and advertising is taking is fascinating.
“Google sells performance instead of scarcity (a lesson the rest of media must learn in this post-scarcity economy),” Jarvis says. ” Because it rewards relevance, it encourages better, more effective advertising.”
While author Bob Garfield’s commentary piece is long, “Chaos Scenario” gives a great overview of the demise of traditional print and broadcast media, as well as the slight decline in value of such online monsters as Yahoo and Facebook. There are a lot of good –and startling– insights into what’s happening and what’s about to happen.
Meanwhile, if you ever wondered if blogs would really replace newspapers, here may be the answer, or at least the direction. The Huffington Post says it plans to hire a group of investigative journalists. Thier first job will be to develop stories about the economy. It’s not hard to envision thousands of laid off reporters virtually lining up for online journalism jobs that actually pay. I found this report in Podcasting News.
NOTE: I posted this Sunday, April 5. On Monday’s The Times Leader ran a story that CBS affiliate WYOU in Scranton, PA is scrapping its news department, laying of 14 reporters, production and promotion people.