“Get me as close to the fighting action at the point-of-sale and moments of truth—on that ground will I deploy most of my resources.” Robert Brazell

By having a look to new ventures, to vouchacha, while there are already some other initiatives out there, it reminded me to the vision of Rob Brazell on how to get media out of the fire.

ccimages by bashed, and Rsms

The article Humpty Dumpty Media by Rob Brazell (there is an interview in EL PAÍS) is an exposure of his vision on media. Really worth reading.

1. my view:

I think,by the language and realistic apprach (maybe) that it is obvious that this article is not written by a journalist, but by an entrepreneur or a business thinker. It is a really inspiring article.

The fact is that, as I was reading it I was surprised thinking to what extent he was putting in words many concepts already in my mind, some of them had already been exposed in this blog: how media is about Popper’s third world, i.e. about the statements; how, by having time as a main filter in order to allow contents (ideas) get through our minds, we need to accept them so that contents are the media, and therefore, this is about values ; the importance of media convergence, and even something I did not honestly think about, the convergence of retail with traditional media (maybe I was too focused on online to observe it); how social media may be over-valued because, as it is said in the article, I believe this sentence is key for all those who live on the faith of a future promised land for social networks:

I follow the headlines with interest as media giants continue to purchase large, growing on-line communities. A lesson already learned is that page views do not equal legitimate advertising impression opportunities. Merely owning the asset of an Internet community does not implicitly afford the owner the right to interrupt the activity that creates the community in the first place. Remember the early lessons learned? The congregation of humans, on-line or in-line does not necessarily translate into willing advertising consumers.

2. summary:

- Traditional Media cannot cheat the market any more.

- Before, it was the structure, not the message, the constraint the limit, to get ideas through (Popper 3 worlds theory?).

- Now, the message is the media (McLuhan)

- Audiences are fragmented, while mass markets are not

- Betting against the “anti-bodies” generated by people against advertising is betting against human intelligence.

- The more we can choose, the better contents we want to consume (of course “better” is a subjective concept).

- Tracking is an increasing must-have. Does anyone imagine to pay Google depending on estimates?

- Advertising will focus in the third moment of truth: when a customer gets further benefits than the mere product’s attributes.

- Out of the shop, ad inventory is chaotic, potentially unlimited, but inside, it is much more defined, limited, and scarce.

- Thus, the new battlefield is inside the shops, where many purchasing decision are made.

- Retail marketing is the natural destination of media.

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