I dropped a picture frame the other day and shattered the glass. I was lucky enough that the picture didn't suffer any damage and that my clumsiness wasn't going to cause me seven years of bad luck. As I was cleaning up the glass I realized this was a perfect example of the media picture we're faced with in business.
Every day I get another postcard, envelope or proposal for some kind of new medium. And I'm not the only one - if you own a business, every day you are confronted with a shattered fragment of what could be a part of your media plan. It is difficult to know how to put those fragments back together.
According to a Nielsen study about Digital Advertising, "The number of television stations received by the typical household has increased sixfold since 1985. Advertising itself became more varied, spreading from the airwaves and magazine pages to become a ubiquitous presence, adorning everything from bathroom stalls to race cars."
This means it is increasingly difficult to decide where you should place your advertising and it's not getting any easier. With the introduction of digital advertising, the opportunities keep growing. The world of media is growing so rapidly that no one can keep up and the bigger ad agencies are having a very hard time moving quickly enough to account for the latest changes.
Seth Godin's "Small Is The New Big," says it all. The smaller, boutique ad agencies are going to be the place to go in this changing ad world. You already buy specialty cupcakes, gourmet pizzas, expert dog training services. You can now add specialty ad strategy experts to that list and welcome in an era of niche services.
And yes, I do suggest you hire an expert for this one - it's going to be a long, bumpy ride.
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