Mark Serianne, CEO of Northlich was one of four speakers at the NAD annual conference as part of Advertising Week in New York. Â The broader issue was self-regulation, and he set the stage with a couple of personal anecdotes: first, the day he walked into his office and learned that his secretary, with whom he shared an interest in politics, had learned, online, not only that he'd given money to a certain candidate, but had learned how much, to the dollar, through a link on Huffington Post.
The other moment was at a local gas station, where he saw several buddies talking, Â not to eachother, but Â with different digital devices. Â "These are very interesting moment of what the landscape is like today. Â I don't want to belabor the obvious, but we Â have been talking abut the news media. Because we have to navigate regulation and self regulation with that backdrop," Â he said, recalling how easy it was to Â be a PR guy for the Army in Saigon during the Vietnam War, at least as far as controlling certain elements of the news.
"Fast forward: Â now we have real-time feedback and absolutely no room for error. Â Consider the current demonstrations in Burma," Â he said. "The media was banned from covering the event but it was all over the TV, because of people taking photos and videos and putting them on the Web.
As I write this, I am a case in point for his argument that blogs, raw footage and the like is making news immediate. "Today, the appetite is never ending. Â The appetite for programming is huge. Â And the news is being shaped in real time. Not just delivered, but shaped. Â So in that environment Â think recalls, Â Vioxx, product tampering. Â Think about the challenging situation toy manufacturing must have now getting ready for Christmas. Â We live in a constant state of catch up."