Wednesday, August 20, 2008

"Whenever you find yourself on the side of the majority, it is time to pause and reflect." Mark Twain

"You have to write the book that wants to be written. And if the book will be too difficult for grown-ups, then you write it for children." Madeleine L'Engle

"If you don't stand for something you will fall for anything."
Malcolm X

Today's image: Confusion by dave nitsche. Wonderful. Thank you for sharing.

All or Nothing

Pick one

The July numbers are not encouraging.

Seems that folks are finally coming around to understanding some of what we have been blogging about here. The economy, as related to the ad spend, will not get better this year and next year will - most likely - be flat for radio, down for television, up single digits for interactive and the days of double digit growth for cable are clearly behind us.

The solution set (suggested here previously) involves getting different. Those that continue to waste valuable time and resources trying to get better will fail.

Here's the simple truth...There has never been a better time to be working in electronic media.

Trade secret: On the day job our most successful clients are using the Kevin Sweeney "4 Point Pitch."

1. [Target demo] is important your business.
2. Traditional media do not effectively reach this important market.
3. [Company name] efficiently reaches this important market daily.
4. Here is our strategy for improving your share with this important market.

Granted, this is much more work, exceedingly more difficult, than submitting on an avail. This is about creating wealth by adding genuine value. It's about relationships and delivering measurable results.

You can complain about the economy, burn bandwidth in another blame storming session or you can stop doing what's not working and begin the reinvention of your business. Word to the wise - those that wait for things to get better will not have jobs next year. [Hint: Automotive is not coming back, it's over, Sparky. If the CEO of your company is blaming the economy you need to get busy planning your escape, you deserve to work for a much smarter person. Life is too long to work for idiots. Friends don't let friends work for hacks.]

Closed circuit to Big Co: Here's a clue for that certain large organization that has a music player in private beta, it's the one that I am not allowed to talk about, blog about or suggest to others. Your beta sucks. No, your beta really sucks. The solution. Stop burning money and buy Pandora or Grooveshark, it's mad cool. Thank me later.

Bonus: Black vinyl fashback, Chicago style. Ronnie Rice & The New Colony Six - I Will Always Think About You via YouTube here. "...the nights, the lights were yours and mine, it's true..." A special long distance dedication ;)

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