The traditional ad agencies are going to lose because creating great, engaging content is emerging as the key skill in marketing. And they don't have it, some would argue.
Thursday, January 13, 2011
The Next Big Media Battle: Publishers Against Ad Agencies
The media business has been in chaos for a decade, and there's more coming. The next big media revolution will be an escalating and increasingly bitter competition between the content creators -- especially newspaper and magazine publishers -- and their former friends, the traditional ad agencies, which still create and buy most print ads for their clients.
The traditional ad agencies are going to lose because creating great, engaging content is emerging as the key skill in marketing. And they don't have it, some would argue.
The traditional ad agencies are going to lose because creating great, engaging content is emerging as the key skill in marketing. And they don't have it, some would argue.
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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