Links for November 16th
Things I’m tracking for November 16th:
- Is Marketing a Strategic Resource or a Commodity, by Randall Rothenberg – The ordeal of the newspaper industry and the opportunism of the agencies would seem to have little in common. But both derive from the same intrinsic belief: that marketing, necessarily realized through media channels of various sorts, is essentially an undifferentiated good – a basic thing, a mere mote, that can be mined, refined, bought, sold, traded, and exchanged. Whether it’s called “ads” or “impressions” or “inventory,” marketing, in this view, is nothing more than a pure commodity, no different than crude oil, natural gas, or bituminous coal.
- First Network, Then Cable, Now There’s ‘Social TV’ – Advertising Age – MediaWorks – NEW YORK (AdAge.com) — TV has for decades aimed to deliver water-cooler moments, from "Who Shot J.R.?" right on through to the return of Dr. Izzie Stevens on "Grey's Anatomy" last week. What TV hasn't been able to do is keep hold of its audience once people move from watching these shows to talking about them — until now. Using new social-media tools, producers are trying to build up their old-media offerings and beef up their audiences for advertisers.
- FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings – Top drawer.
- The Missing Final Chapter of Auletta’s Google Book: 25 Media Maxims | Kara Swisher | BoomTown | AllThingsD –
- The secret media-buying revolution (page 2 of 2) – iMediaConnection.com – "I have my own theory on this. I believe that valuable audiences are going to drive high eCPMs, regardless of the publisher. Combining high-value audiences with high-quality content will drive that price up even higher. And impressions that contain fewer targeting parameters will drop in value. But I believe that untargeted impressions on non-premium publishers will become almost completely worthless in this world. "
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