I have selected AdAge as an effective on-line journal that delivers exceptional value. AdAge features articles by Bob Garfield who—despite his underlying cynicism—deliver a potent message of caution. He reminds me of the slave who whispers in the ear of the conqueror that nothing is forever except change. He’s the junkyard dog who will not soften his message to his audience. Here is a taste of his acid tongue digitalized for our consideration:
Yeah, what an apostate that Bartosiewicz is. In a city wracked with unemployment, crime, poverty, corruption, racism and intractable urban decay, discussion of driving habits is a blasphemy that takes it too far. And an ad campaign that uses rapper Eminem to personify the city's raw grit could not possibly make room for a witty molecule of road rage.
That's why, whether in Austin or Motown, "Brand Journalism" is such an awful misnomer. I find it ironic that marketers are charged with conducting conversations and no one knows how to tell the fucking truth. (Source: A Garfield Rage in AdAge)
AdAge also offers video presentations that are made available for free. I am a big fan of video presentations. The concept of the written word is still powerful. However, the current trend in targeting an audience lies in the collaboration of image and word. While this offering is designed to create new customers for the sponsors of the site the information contained within is well worth enduring the digital sales pitch. By example, by viewing one of these resentations I received this valuable demographic for B2B marketing:
V_i_d_e_o_s_ _a_r_e_ _5_3_ _t_i_m_e_s_ _m_o_r_e_ _l_i_k_e_l_y_ _t_h_a_n_ _t_e_x_t_ _p_a_g_e_s_ _t_o_ _a_p_p_e_a_r_ _o_n_ _t_h_e_ _f_i_r_s_t_ _p_a_g_e_ _o_f_ _s_e_a_r_c_h_ _r_e_s_u_l_t_s_” (Source: Insight into the power of videos)
You can preview this function at this site: AdAge: See Webcast Tab .
The page is well-designed and simple to use. It categorizes its information in a logical fashion offering any number of sources for a wide spectrum of media advertising professionals
This site is not without a sense of humor. In a recent blog the efforts of a holding area in a jail to digitalize is described with a light approach that also provides some insights into just how far this modern day technology has invaded our lives. (Source: I'm in jail and I can't get out!)
This site also provides the latest movements of marketing professionals. Given the volatile times of digital advertising this is essential in keeping a career moving in the right direction.
It’s best to get in on this page now because it will no longer allow access to non-members as of January 12, 2011.
It is best to supplement this data with academic on-line resources because it provides different perspectives of individuals who have different motivations. In a sense, the on-line academic resources are not monetized with the same sort of vigor and enthusiasm.
There is no question to the fact that digitalized trade journals will soon—if they haven’t already—become the main source for marketing professionals. The cautionary note here is a simple one: Let the buyer beware. One must keep in mind that these are highly monetized sites and that in turn influences the content and context of the material. And so the discriminating and critical reader who can look beyond the bells and whistles can greatly benefit. In short, AdAge offers me the value of staying current with what is going on in the entertainment industry. And this translates into maintaining my competitive edge.
In a recent post on this same blog I have touched on the subject of being authentic with the customer. This translates into effective branding that is socially responsible. We ultimately sell our products and services one person at a time. I would encourage you to look this over and make some comments. Your opinions and insights are invaluable to me.
Rage On!
Bill Gerardino
