Category Archives: Marketing & Media

It’s True: Advertising Is Broken, Says McKinsey

AdAge reports that McKinsey & Co. is telling major marketers that by 2010, traditional TV advertising will be one-third as effective as it was in 1990:

That shocking statistic, delivered to the company’s Fortune 100 clients in a report on media proliferation, assumes a 15% decrease in buying power driving by cost-per-thousand rate increases; a 23% decline in ads viewed due to switching off; a 9% loss of attention to ads due to increased multitasking and a 37% decrease in message impact due to saturation.

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Marketing In An Attention Economy

Last June, at the Innovation Marketing CMO Summit, led by Corante and Columbia Business School, John Hagel delivered one of the best talks I’ve ever heard. In his 15-minute, Powerpoint-less presentation, he posed a shift in business economics:

We are in the early stages of a profound shift in the economics of business that will transform marketing (along with many other things).

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Ad Media Specialists Must Embrace Consumer-Generated Media

Please join the discussion and comment here on my latest MediaPost OnlineSpin column, where I challenge advertising and media specialists for their naive entries into the world of consumer-generated media:

Ad Media Specialists Must Embrace Consumer-Generated Media

By Max Kalehoff, August 4, 2006

As advertising dollars continue to bum-rush the Internet, many media specialists contend that blogs, discussion groups and other forms of consumer-generated media represent easy, additional inventory to grow and satisfy demand.… Read the rest

AdAge Story On Dying Print Juxtaposed With Newspaper Industry Ad

Scott Donaton, publisher of AdAge, has a great column describing the possibility of Dow Jones killing the print edition of The Wall Street Journal. Of course, this is tied to the larger theme of the newspaper business:

It’s still surprisingly difficult to get traditional media executives to admit this.

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