I’m still in a waxing philosophical about the possibilities mode. Perhaps the following post will get it out of my system. Ah, the giddiness of a new year…
If we are to pull ourselves out of this ad revenue recession, do we not need to fully actualize the capabilities of the digital distribution networks at our finger tips? Not just in terms of our abilities as marketers/advertisers to reach more of the “right” people, but to make sure what we send through those digital distribution networks provides benefit to their media usage (note: people don’t consume media, especially if it’s digital)?
Since I’ve heard so much talk of “the new depression” floating around, let’s begin w/ The New Deal to address these questions.
The New Deal was jarring and disruptive to business as usual that returned focus to the people and solving their issues first and foremost, and then allowing those solutions to drive upwards to benefit the suits running businesses. The New Deal vaulted the US forward to stake legitimate claim to “The American Century”.
Well, that and FDR’s ability to stand firm w/ sanctions and policies that blocked rogue aggressors access to needed resources that led to bringing the US into WWII. Some scholars have said he intentionally agitated and taunted those aggressors to accomplish the goal – which was to rid the world of the rogue aggressors and to further shore up the bedrock of the US.
That nasty Cold War sure was an unpleasant side effect, though. Of course, it did do a wonderful job at continually spurring ingenuity and innovation (maybe not in the right sectors of the economy but it did give us the Internet). Yet it led to some bloated bureaucracies w/ little transparency and hidden agendas. The good news was a leader who was no longer willing to accept status quo – Gorbachev – empowered the people to, also, no longer accept status quo. And Mr. Gorbachev tore down that wall…
And now, of course, the world is flat and Post-American, which means more and more we are competing in asymmetric spaces against entities and people we’d never have considered competitors in the old, top-down controlled environments of The Cold War and prior.
So I ask you – Who are the leaders who can stand firm and vault us into a new media paradigm? Leaders that are comfortable in defining new ways to compete in new markets? New ways to monetize new markets to benefit people using media, people buying media, people producing and selling media, and people selling access to the media? Who are the rogue aggressors needing agitated and taunted into the fight that will cause change? How do we avoid the side effect of protracted disputes that few understand the reasoning for, but all are sure their side is right?
Yes, the giddiness of a new year makes these issues feel refreshing because it feels there is a necessity and urgency to address these questions now more than ever in our media world. Once again, here’s to 2009.