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Offline shops must accept new media.
I'm happy to say that recent reports on the death of the advertising industry are greatly exaggerated. I'm not so happy that the people who are walking around town saying the traditional agency is dead are new-media people who obviously have a myopic outlook.
Interactive media is now moving out of the bedroom and into the living room. The screen we're watching hasn't got a Dell logo on it -- it's a TV set and it's being used by real people,not just technophiles.
We've all heard new-media people complain that "those above-the-line guys don't get the web". Well, actually, they do. They use the internet, they play on Dreamcast and they've got BSkyB's Open. They're not blissed out with webvertising because it's not very good yet -- certainly not if your other option is to spend two weeks in Hawaii filming a drinks commercial and watching it in the Odeon in Leicester Square.
So, looking around, I see smarter new-media companies becoming good friends with the above-the-line agencies and the people who for the past few decades have understood how to make good TV, such as production companies and post-houses.
Okay, hold up--this isn't kiss-ass to the agencies.
They have ...
- Good Prospects.
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