Sometimes you read something that is so prescient, so absolutely right on target–that it changes the way you think as if someone had taken the proverbial “two by four” to the side of your head.
I woke up on this Sunday morning and as I usually do–I flipped open my laptop and began scanning the New York Times front page.
An unusual picture of Jennifer Anniston made me click on the Magazine section, where I came upon an article called “Multiscreen Mad Men.” Now I think the television show “Mad Men” is about the best thing that has been on the tube since “The Sopranos”, which is my all-time favorite show ever.
So of course, I clicked on the article.
My brain is still buzzing from what I read. If you work in or anywhere near the media, consider it required reading. You should force everyone you know to read it, particularly your boss. If you’re the boss–make everyone who works for you reads it.
Then talk about it. At length.
Here’s a direct link to the Times story:
http://tinyurl.com/643opt
Yes, it’s that important. And if you don’t understand why, begin planning your next career.
1 response so far ↓
1 Bill Seitzler // Nov 23, 2008 at 4:46 pm
Kirk…thanks for linking to this article and sharing your thoughts. It is provocative stuff.
I would say much of what they suggest already exists and much of it will never happen. Katie Couric’s views on soccer would not gather much interest from many people.
People very much ARE still watching Local, National and Cable news in many different forms. Most Americans DO have a television or two in their homes. But the news media must be more than traditional content providers as the article suggests.
Like news content, Brands are not insignificant in the brave new world but like content, Brands need to be transitioned through different types of marketing. It’s not hard to understand that the Top-Of-Mind thoughts consumers have about products are being shaped by more than traditional advertising.
This is the most exciting time in the past 30 years to be in the media. Many local TV stations understand the changing dynamics but are unwilling or unable to make necessary change. Those doing real online research and studying how to keep viewers engaged in their overall product will have some of the answers necessary to make the right changes.
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