I've always been a voracious reader. Back in 2009, I found myself hunting around for the "print view" button more and more while reading on the Web. I didn't actually want to print anything. I just wanted a version of the same Web page that was more readable and free of clutter.
Twenty-five-year-old Silicon Valley programmers are nipping at your heels, and your Web strategy expired in 2003. Your mobile apps haven't performed. You know you need to build a new platform that takes into account all the new tools of media and marketing - mobile platforms, online gaming and social networks.
The World Wide Web is now two decades old. Back when it was still a mainstream novelty, you'd hear a lot of talk about "disruptors." Those were the companies and the people who were going to turn the world on its head by using these new technologies in unexpected and scary ways.
What would Ogilvy do? At the height of his reign on Madison Avenue, Time called him the most sought-after wizard in the advertising industry. Its been over a decade since his death, but given the rapid changes in advertising, media and marketing, we decided to ask him, albeit posthumously, about his thoughts on the ever-evolving culture and business on Madison Avenue. In a candid, insightful and largely fabricated mashup of his verbatim responses to MEDIAs contemporary questions, the father of modern advertising reflects on its future.
When MEDIA wanted to know how Madison Avenue's top brass were transforming their cultures and organizations to deal with the rapid change of the media and technology marketplace - not to mention traditional advertising business-models - we turned to three of the industry's most vocal leaders: Publicis' Maurice Levy, Interpublic's Michael Roth and WPP's Martin Sorrell -for a candid, round-table discussion. As it turns out, titans of industry have a pretty tight schedule, so we conducted it as something of a virtual round table, via a separate series of interviews based on a common set of questions.
By 2002, Nick Denton had found success, first as a British journalist, then even more success as an entrepreneur, co-founding and selling two technology companies - early social-networking Web site First Tuesday and news-aggregator/business-intelligence firm Moreover Technologies.
The age of the big, corporate media creator is over, and that of the small, nimble start-up has begun. The Web will look different; people will spend their time differently, and the old ways of doing things will no longer suffice. Companies now emerge from nowhere with no money, yet garner millions of users almost overnight. The implications for those in content and marketing are immense.
It couldn't be a more exciting and remarkable time to be in the media business. Over the next couple of years, billions of media-growth dollars will be created through new experiences and new applications on new devices.
It's part of Wired magazine's mission to take risks with new technology - after all, this is the magazine that wasn't afraid to exclaim last August that the "Web Is Dead." And so, a full year before the iPad officially existed, senior management at Wired's monthly tech meeting were trying to figure out how to make their magazine work with the next new thing.
When MEDIA made the permanent shift to guest editors more than a year ago, I made a mental list of people whose point-of-view I'd like to turn this magazine over to. One of them was Michael J. Wolf, the influential media-industry-management consultant and former chief of MTV Networks, whom I've known for much of my career covering media. Wolf, who pretty much invented the concept of an entertainment and media-industry practice at Booz Allen and then at McKinsey and now at his own firm, Activate, has helped shaped the industry for more than 20 years, as one of the most ...