Advertising miss-step?

 So, the Gruen team is down a member as Russell Howcroft moves on to take over running the ailing Channel 10. There must be a sense of irony here, he moves from career as a “Madman” moonlighting in a successful public subscription TV channel where he has pontificated on the merits and foibles of various advertising, to a struggling channel with an eroding advertising revenue base at a time when TV’s are turning off (my assumption) in favor of alternatives.

There are still plenty of TV’s out there, but are they being used as TV’s the way they were a decade ago? Probably not, they are playing recorded shows, either downloaded, bought via a subscription service or in a boxed set, and played when, and where it suits the viewer, on a whole range of devices, not when the “prime time” usage model of a fixed set and time table dictates.

How will an old school advertising guru perform in this environment of rapid and disruptive change? Even the disrupter, Google, who made a fortune out of placing ads in the way of what you are searching for has recognised that where you are is as important, and so are investing in Maps as a representation of the interface between the real world and the virtual one, seeing the next wave of innovation coming.

Good luck Russell, but my instinct is that a 30 year old social media whiz Kid may have been a better choice.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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