Paris-based freelance writer and media consultant, Frédéric Filloux, says digital advertising sucks and the ad business is suffering from "lethal self-complacency." In the news business, we have a rule of thumb: an electronic reader brings 15 to 20 times less in advertising revenue than a print reader does. I'll stop short of saying this dire state of affairs is only attributable to advertising. Between inadequate …
Brands Have A Story To Tell And The Perfect Place To Tell It
According to Reuters organizations have been spending an increasing proportion of their marketing budgets on their own websites instead of on external media. Chuck Richard, lead analyst at information advisory and research firm Outsell, says companies now spend more than half their online marketing budgets on their own sites. "It's been 50 percent or more for the last three years," he says. Richard reckons that U.S. …
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Migration To Digital Not As Tough As The Oregon Trail, But Still Tough
Last Thursday in Seattle Tracy Wong, Chairman and Executive Creative Director of WONGDOODY took note of the "Chief Storyteller" title on my Bonehook business card. It piqued his curiosity because "story" is typically owned by the traditional shop on a client's roster, and he sees me as a digital guy. Wong wanted to know who else has successfully merged "story" with the digital chops needed to tell them. I said …
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The Social Space And Small Business Are Great Dance Partners
I've been thinking a lot about how well suited social media marketing is for small business, for small businesses are actually social in real life. With that in mind, I took note of April's Confidence Indicator from DiscoverCard. Some of the key findings in the report include: In 2007, 22 percent of small business owners were members of an online social networking community such as Facebook, Linked-In, My Space or …
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Pitch Your Wares At Your Own Risk
William Higham, founder of market research and trend consultancy The Next Big Thing, writing in Adweek presents a vision of just how radical a globally connected group of information sharers is. The more information consumers have at their fingertips, the greater their power. The Internet is a huge enabler, and increased Web access and the growth of mobile computing will empower them further. Nielsen says a quarter …
Media Execs Adjust Their Package
According to Ad Age, the recession isn't killing media, the internet is. That's the trade mag's takeaway from a new Booz & Company survey that found 57% of media execs believe that "deep-seated industry shifts," aka the internet, are more likely the reason for the current economic "malaise" than the recession. This led me to poke around the Booz & Co. site, where I found the following paragraph in a text-heavy PDF on …
