And it's not just because Ephron wrote it with the impact of "posts" in mind, but because of what its subhead suggests: "From Recency To Engagement."
Published nearly two decades ago, the book was the first best attempt to help the ad industry grasp with the simultaneous effects of the proliferation of new sources of media, and the fragmentation of audiences advertisers and agencies could reach through them.
Personally, I believe it is an incomplete work -- just a pragmatic, stopgap measure for dealing with a seismically disruptive change in the underlying principles of media planning and buying -- and if Ephron were still talking and writing today, he would have brought it full circle to a more comprehensive conclusion.
The good news is he left an opening for others -- many of whom are some of the most prolific and engaged commenters on MediaPost's coverage -- to continue leading us in that direction, and I'm hoping this will inspire some of them to step up and take an active role contributing thoughts of their own. We're standing by to interview or edit you. Just give use the word.
I first got to know Ephron when I was just beginning to cover media planning and buying at Adweek in the early 1980s. Back then he was a partner in an ad agency, and my wife was actually one of his young media planners. Even then she described him in ways that were almost larger than life, as a guru blazing a new path for thinking about and executing media.
Later, as an editor at Marketing & Media Decisions, I got to know Ephron more directly, because he was one of the regular contributors writing about the evolution of media planning, and I'm pretty sure he worked out some of his earliest recency planning thinking via some of the columns we published there.
In some ways my personal goal with the Planning & Buying Insider is to recreate what we used to do with Decisions, serve as a forum for the most important media planning and buying thinkers to share what they're thinking about the current state and future of the industry.
You'll see some of that in this inaugural edition, including an important retrospective by Morten Pedersen, a call for longer-term thinking about media effects by David Hohman, and my exclusive interview with Kroll's industry forensics expert Richard Plansky.
In upcoming issues, we'll be tackling a variety of other important discussions, theories, research and insights to stimulate the dialogue influencing the art, craft and science of media planning and buying.
As they used to say in one of those media, stay tuned.