Television Killed Advertising

February 24, 2011

Advertising guru Paul Ashby has written an interesting book about how the rise and rise of television has killed off the art of advertising. The book also explores the two-way forms of communication Paul advocated during his many years in the advertising industry.

You can get hold of a copy here.

The back page blurb says:

“Why does big business continue to rely on the 30-second advertising spot so much? In the 1950s and 60s when there were only a few channels they could be sure every ad would reach the biggest possible audience. Now with channel fragmentation, streamed content, DVD box sets and PVRs – is anyone still watching the ads? Television Killed Advertising is the first giant step in a thousand mile march, it tells us what is wrong with the current model of marketing whilst at the same time it defines a new more effective model of advertising which places the consumer at the heart of the communication process.”

About the Author

Paul Ashby pioneered interactive marketing communication 25 years ago. He has written and produced interactive events in Australia, Japan, Singapore, USA and the UK. He wrote and produced the world s first regularly scheduled interactive television show, Su opinion est muy importante (Your opinion is very important) broadcast on Channel 7, Manila, Philippines, sponsored by Proctor & Gamble. He is interested in reading, travel, photography, music (especially jazz) and movies. Currently residing in Somerset, England, having also lived and worked in Sydney, Australia, Los Angeles, USA and Johannesburg, South Africa. Would you like to discover the incredible results to be attained by using interactive communication? Paul is currently offering his techniques as a partner in Renaissance Marketing, based in the UK. To read more of Paul s thoughts on the advertising industry, check out his blog at: http://interactivetelevisionorinteractivetv.blogspot.com

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Suits you sir?

February 23, 2011

I got sent this link to a video and it made me laugh.

Not a big fan of the show, but this was pretty cool.

Apparently in America innovative changes in ICT are happening in local government enabling cost reductions.

Cloud computing and other changes in the ICT world are bringing benefits to US organisations.

Details to be found in this insightful article.

 

IP research

February 15, 2011

An independent research program is looking at Intellectual Property, an area I find of interest. (As should anyone working in content provision – media / publishing )

Read about their research here.

This is an old story, but one I have only recently stumbled upon.

Again it is robots, and is quite an insightful piece, based on the Japanese issue of ageing population and how one fills this need.

Bearing in mind Japan is not the only nation with an ageing population (merely slightly ahead of the curve) this is something we should all take extremely seriously.

Print on Demand trends

February 8, 2011

When Caxton invented the printing press he revolutionised communication. Copies of writing could be created far quicker using the machine than the existing technology of having someone copy it word for word in handwriting.

From Caxton’s time onwards the ownership of a press required lots of capital up front and this was reflected in the cost of printing. Every page of a document had to be set in metal before being printed, this was an expensive process – the cost of which was divided among the number of copies printed, meaning it was always cheaper per unit to print as many copies as possible.

Thus, publishing anything in great numbers came with a large financial risk.

In the last few years, the advent of digital printing has removed many of the old costly methods involved in printing. Because great sheets of metal do not need to be indented, much of the upfront cost of publishing has disappeared, or at least it has reduced to a manageable rate.

Within the publishing industry this seismic shift is called Print On Demand (POD).

Instead of printing thousands and thousands of copies of a book to reduce the per unit price enough to make it an economical process, we are at the stage where the economical rate is down in the hundreds.

Instead of printing 10,000 copies of a book and hoping to shift them all in a couple of years, with all the inherent business risks carrying that much stock would bring, a publisher can print a decent sized initial run and depending on the actual demand from the market, print more copies.

In my opinion the logical extension of POD will see book stores with every book ever written stored on a PC’s hard drive connected to a printing and binding machine capable of producing one copy of any book while the customer waits – most probably the waiting will be done over a cappuccino in the store’s coffee shop!

For now that is science fiction, but with the advances we have seen recently in printing technology, it can’t be that far away…

Thanks to Astra for bringing this story about Amazon sales to my attention.

A watershed moment?

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