Is Advertising Dead?

(Update: Traditional branding is broken according to an article in Marketing Vox .)

The good news is the folks I wrote about yesterday are concerned about and calling for review of the brand promise of the denomination. They’re paying attention. This is a good thing. In fact, it’s a wonderful thing!

For a mainline denomination to have conversation about its brand and how to describe itself in the media is a conversation worth having–wide and deep. It’s exciting and almost breath-taking in light of the history of the mainline which has been to disengage and abdicate responsibility for media presence. So, thank you treasurers of the church. Your feedback is welcome, heard and gratefully received.

For strategic reasons, we will continue with the strategy that is bringing us success, but we are adjusting it to fit the interests, media practices, information utilization and expressed needs of the target audiences with whom we’re trying to communicate.

Network television ratings and audience share have continued a downward slope since the 1980’s and have begun to approach a point where diminishing mass puts the business model of network broadcasting in peril. Radio faced this challenge when television became the dominant medium and transitioned to serving "niche" audiences. Radio isn’t out of the woods by any means as young people are not relying upon it in the same way their elders did. But it has adapted, for now.

One of the points made by the Pew State of the News Media 2008 report is the uncertainty that has crept into advertising company offices. The report says, "Talking to ad executives, one gets the sense that few know how to cope even with the changes to the media landscape that have already happened, let alone the ones that are still to come."

If the business models that have sustained network television are dying, what does that say about advertising? Will a new model emerge and what will it look like? Product placement inside programming is one of the adaptations. How will it be accepted and how will it affect content?

Given the highly evolved capacity of the audience to filter out messages, how does one gain "mind share" today? These questions are part of the unsettling dynamics of the changing media landscape we inhabit.

More on this tomorrow.

Join the conversation!

Post a reply in the form below.

Leave a Reply:

Gravatar Image