Comments on: doc searls was wrong http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/ "cartoons drawn on the back of business cards" Sat, 21 Nov 2009 22:18:51 -0600 http://wordpress.org/?v=abc hourly 1 By: teeveedubya http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9497 teeveedubya Fri, 20 Jan 2006 23:02:52 +0000 http://gapingvoid.com/?p=2001#comment-9497 Andreas, is not the larger problem for ad agencies the fact that our whole industry is predicated upon the assumed passive audience delivered to us on a plate by the mass media and this audience is evaporating in front of our eyes. The adworld assumption that changes in media will somehow inevitably morph into something that conveniently suits us (i work in advertising) and can be manipulated by us seems downright stupid to me. the ad industry exists to take advantage of an audience created by somebody else. no audience, no ad industry. Andreas,
is not the larger problem for ad agencies the fact that our whole industry is predicated upon the assumed passive audience delivered to us on a plate by the mass media and this audience is evaporating in front of our eyes.
The adworld assumption that changes in media will somehow inevitably morph into something that conveniently suits us (i work in advertising) and can be manipulated by us seems downright stupid to me. the ad industry exists to take advantage of an audience created by somebody else. no audience, no ad industry.

]]> By: hugh macleod http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9496 hugh macleod Fri, 20 Jan 2006 20:23:12 +0000 http://gapingvoid.com/?p=2001#comment-9496 Fair enough, Memestream. You consume ads, Andreas sells them. What I'm not seeing is people who have actually spent their own money (as opposed the budget their boss gave them) on advertising disagreeing with me. I think that's quite telling. Fair enough, Memestream. You consume ads, Andreas sells them. What I’m not seeing is people who have actually spent their own money (as opposed the budget their boss gave them) on advertising disagreeing with me. I think that’s quite telling.

]]> By: Memestream http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9495 Memestream Fri, 20 Jan 2006 18:35:07 +0000 http://gapingvoid.com/?p=2001#comment-9495 I would agree with Andreas. "Sneezes" are fleeting while other means of advertising such as television or print ads have more staying power. I have to click to "find" the virus. Television and print ads are presented to me whether I choose to view them or not. I would agree with Andreas. “Sneezes” are fleeting while other means of advertising such as television or print ads have more staying power. I have to click to “find” the virus. Television and print ads are presented to me whether I choose to view them or not.

]]> By: hugh macleod http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9494 hugh macleod Fri, 20 Jan 2006 15:23:34 +0000 http://gapingvoid.com/?p=2001#comment-9494 "Hugh, they can and they do." No they don't, Andreas. Like I said, if they did, clients wouldn't be changing agencies every two years. Knock the bloggers all you want. But aligning oneself to the Zeitgeist is a tricky, hit-and-miss business. You can't just pay somebody to put you there. “Hugh, they can and they do.”
No they don’t, Andreas.
Like I said, if they did, clients wouldn’t be changing agencies every two years.
Knock the bloggers all you want. But aligning oneself to the Zeitgeist is a tricky, hit-and-miss business. You can’t just pay somebody to put you there.

]]> By: Random Thoughts http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9499 Random Thoughts Fri, 20 Jan 2006 15:07:16 +0000 http://gapingvoid.com/?p=2001#comment-9499 <strong>Flagged Articles #7</strong> Here is my list of some “interesting” articles for the week ending January 14, 2006: Marketing in the post-Cluetrain era - Tara Hunt. Photographers’ Guide to Privacy - The Reporters Committee for Freedom of the Press. Self-stick whiteboard sh... Flagged Articles #7

Here is my list of some “interesting” articles for the week ending January 14, 2006: Marketing in the post-Cluetrain era — Tara Hunt. Photographers’ Guide to Privacy — The Reporters Committee for Freedom of the Press. Self-stick whiteboard sh…

]]> By: Andreas Duess http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9493 Andreas Duess Fri, 20 Jan 2006 02:08:00 +0000 http://gapingvoid.com/?p=2001#comment-9493 Hugh sez: "Frankly, I find the advertiser's conceit that they can select any media they want, to acheive what they want, is rather delusional." Hugh, they can and they do. If you don't realize this then you don't know much about how media is bought. My media buyer can guarantee me that an ad we create is seen by X number of people. Now, that doesn't make this ad a success, I agree. Many other factors come in. Product quality is one. Reputation, or brand, is another one. Audience relevance, there's not much to be gained by showing a diaper commercial to viewers without kids. And all of the above is being amplified by the easy access we nowadays have to word of mouth. Amplified, but not replaced. Does that mean that blogvertising, or sneezing, or WOM is the right solution if I want to tell 10 million people that tomorrow only I will give a 30% rebate off my product? Of course not. Old media offers me a reach and variety the online world cannot even begin to rival. WOM, in all of it's manifestations, can help, but it doesn't replace. If you would walk into one of today's smart ad agencies, and I am not talking about the dinosaurs you yourself left behind in the 90's, I am talking Strawberry Frog, I am even talking my own company, you will find a whole bunch of clever and talented people who have a very good grasp on the big picture. Not just Superbowl commercials, but as sure as anything also not just blogging or any related online communication. Hugh sez: “Frankly, I find the advertiser’s conceit that they can select any media they want, to acheive what they want, is rather delusional.”
Hugh, they can and they do. If you don’t realize this then you don’t know much about how media is bought. My media buyer can guarantee me that an ad we create is seen by X number of people.
Now, that doesn’t make this ad a success, I agree. Many other factors come in. Product quality is one. Reputation, or brand, is another one. Audience relevance, there’s not much to be gained by showing a diaper commercial to viewers without kids. And all of the above is being amplified by the easy access we nowadays have to word of mouth. Amplified, but not replaced.
Does that mean that blogvertising, or sneezing, or WOM is the right solution if I want to tell 10 million people that tomorrow only I will give a 30% rebate off my product? Of course not. Old media offers me a reach and variety the online world cannot even begin to rival. WOM, in all of it’s manifestations, can help, but it doesn’t replace.
If you would walk into one of today’s smart ad agencies, and I am not talking about the dinosaurs you yourself left behind in the 90’s, I am talking Strawberry Frog, I am even talking my own company, you will find a whole bunch of clever and talented people who have a very good grasp on the big picture. Not just Superbowl commercials, but as sure as anything also not just blogging or any related online communication.

]]> By: BAM http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9492 BAM Thu, 19 Jan 2006 08:12:32 +0000 http://gapingvoid.com/?p=2001#comment-9492 I've seen the future of influence and it isn't Big Media - its <a href="http://www.joshspear.com" rel="nofollow"><a href="http://www.joshspear.com" rel="nofollow">http://www.joshspear.com</a></a> I’ve seen the future of influence and it isn’t Big Media — its http://www.joshspear.com

]]> By: hugh macleod http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9491 hugh macleod Thu, 19 Jan 2006 04:18:56 +0000 http://gapingvoid.com/?p=2001#comment-9491 Yes Andreas, that's why all the really smart and visionary people I know are jumping over each other to buy Superbowl ads. LOL. Secondly, I wasn't talking about blogging. I was talking about "sneezing". Big difference. Frankly, I find the advertiser's conceit that they can select any media they want, to acheive what they want, is rather delusional. Which explains why the average client-agency relationship lasts less than two years. Running around like paranoid, headless chickens, and little else. Of course, there are pockets in the overall industry where this doesn't happen, or at least, happens a lot less. I'm assuming Andreas lives in one of these pockets. Yes Andreas, that’s why all the really smart and visionary people I know are jumping over each other to buy Superbowl ads. LOL.
Secondly, I wasn’t talking about blogging. I was talking about “sneezing”. Big difference.
Frankly, I find the advertiser’s conceit that they can select any media they want, to acheive what they want, is rather delusional.
Which explains why the average client-agency relationship lasts less than two years. Running around like paranoid, headless chickens, and little else.
Of course, there are pockets in the overall industry where this doesn’t happen, or at least, happens a lot less. I’m assuming Andreas lives in one of these pockets.

]]> By: Andreas Duess http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9490 Andreas Duess Thu, 19 Jan 2006 03:34:12 +0000 http://gapingvoid.com/?p=2001#comment-9490 Hugh sez: "while other ways of spreading ideas- TV, newspapers etc- are becoming less effective by the day." *cough* I am sorry to be the usual pain in the proverbial, but that's just your opinion, packaged up as a fact. You and I talked about this recently - TV viewing figures are on the way up, and just last month several quality dailies (including but not limited to the Globe and Mail) have reported rising circulation. What it looks like to me is not that blogs are replacing existing media, blogs are complementing existing media. Hugh sez: “while other ways of spreading ideas– TV, newspapers etc– are becoming less effective by the day.”
*cough*
I am sorry to be the usual pain in the proverbial, but that’s just your opinion, packaged up as a fact.
You and I talked about this recently — TV viewing figures are on the way up, and just last month several quality dailies (including but not limited to the Globe and Mail) have reported rising circulation.
What it looks like to me is not that blogs are replacing existing media, blogs are complementing existing media.

]]> By: teeveedubya http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9489 teeveedubya Thu, 19 Jan 2006 03:16:27 +0000 http://gapingvoid.com/?p=2001#comment-9489 "I have an MBA in Extinction Management". love it. “I have an MBA in Extinction Management”. love it.

]]> By: Marketing Tom - Internet Marketing http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9498 Marketing Tom - Internet Marketing Wed, 18 Jan 2006 23:30:02 +0000 http://gapingvoid.com/?p=2001#comment-9498 <strong>Some Pearls of Wisdom from Guy Kawasaki</strong> Guy Kawasaki's blog has some very sound advice on the Art of Branding. I particularly like this one, which John Winsor also quotes:Focus on PR, not advertising. Many companies waste away millions of dollars trying to establish brands with advertising. ... Some Pearls of Wisdom from Guy Kawasaki

Guy Kawasaki’s blog has some very sound advice on the Art of Branding. I particularly like this one, which John Winsor also quotes:Focus on PR, not advertising. Many companies waste away millions of dollars trying to establish brands with advertising. …

]]> By: JD Iles http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9488 JD Iles Wed, 18 Jan 2006 17:46:14 +0000 http://gapingvoid.com/?p=2001#comment-9488 NOTE: I just changed the design of the blog Hugh, you rock! I would love any comments or suggestions anyone else may have thanks in advance NOTE:
I just changed the design of the blog
Hugh, you rock!
I would love any comments or suggestions anyone else may have
thanks in advance

]]> By: hugh macleod http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9487 hugh macleod Wed, 18 Jan 2006 16:07:56 +0000 http://gapingvoid.com/?p=2001#comment-9487 JD, generally I think your blog is great, and wouldn't change much in terms of content. I'm not crazy about the graphic design. Looks like it could use a facelift. I dunno, metallic grey and green just doesn't say "old fashioned Yankee integrity" to me. Also, I think you should make your blog easier to read (i.e. your type is too small)... Anybody else got other suggestions? Here's JD's site: <a href="http://www.signsneversleep.typepad.com/" rel="nofollow">http://www.signsneversleep.typepad.com/</a> JD, generally I think your blog is great, and wouldn’t change much in terms of content.
I’m not crazy about the graphic design. Looks like it could use a facelift.
I dunno, metallic grey and green just doesn’t say “old fashioned Yankee integrity” to me.
Also, I think you should make your blog easier to read (i.e. your type is too small)…
Anybody else got other suggestions?
Here’s JD’s site:
http://www.signsneversleep.typepad.com/

]]> By: JD Iles http://gapingvoid.com/2006/01/18/doc-searls-was-wrong/comment-page-1/#comment-9486 JD Iles Wed, 18 Jan 2006 15:58:14 +0000 http://gapingvoid.com/?p=2001#comment-9486 Hugh: You have blogged about me a number of times, and I thank you. I think I am doing a pretty decent job blogging, but I would like to get even better. What can I do better? Hugh:
You have blogged about me a number of times, and I thank you.
I think I am doing a pretty decent job blogging, but I would like to get even better. What can I do better?

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