Comments on: The Economist gets on the Hughtrain, Cluetrain and nails the coffin of advertising http://www.polaine.com/playpen/2005/04/10/the-economist-gets-on-the-hughtrain-cluetrain-and-nails-the-coffin-of-advertising/ Education, Interactivity, Play and Emerging Cultural Forms from Andy Polaine. Sat, 11 Oct 2008 10:38:31 +0000 http://wordpress.org/?v=2.6.2 By: Eternal creative Beta « Between 0 and 1 http://www.polaine.com/playpen/2005/04/10/the-economist-gets-on-the-hughtrain-cluetrain-and-nails-the-coffin-of-advertising/#comment-5727 Eternal creative Beta « Between 0 and 1 Thu, 08 May 2008 00:57:35 +0000 http://www.polaine.com/writing/?p=58#comment-5727 <p>[...] a campaign recognizable, memorable and therefore have any effect? Sure, Tomato had an early stab at an ever-changing logo for SONY in 2001 and there have always been remixing tools for existing web pages, the latest being [...]</p> [...] a campaign recognizable, memorable and therefore have any effect? Sure, Tomato had an early stab at an ever-changing logo for SONY in 2001 and there have always been remixing tools for existing web pages, the latest being [...]

]]> By: paulpod http://www.polaine.com/playpen/2005/04/10/the-economist-gets-on-the-hughtrain-cluetrain-and-nails-the-coffin-of-advertising/#comment-29 paulpod Tue, 30 Nov 1999 00:00:00 +0000 http://www.polaine.com/writing/?p=58#comment-29 <p>Hmm, careful there cowboy - from my experience, big media (ad agencies specifically) "got it" around mid 2001 for new media in general and late 2003 for new new media (blogs, social networks, etc)...</p> <p>...they just didn't know how to "do it". Most still don't. Most big old-media outfits (agencies, broadcasters, etc) have well paid clued in strategy bods who are well aware of what is going on. The difficult work is applying it and making it work for the agency, and the client, while not pissing off the audience, while still making a profit, while keeping credibility, while keeping the old-media revenue stram alive. A non-trivial equation in the real world, hughtrain or no.</p> <p>Which is fine for people like us. We get to figure it out, try things out, get paid and get famous (in a blogosphere relative way) while we're at it.</p> <p>As for the Economist, well... never forget current Long Tail boy Chris Anderson used to be the editor...</p> Hmm, careful there cowboy - from my experience, big media (ad agencies specifically) “got it” around mid 2001 for new media in general and late 2003 for new new media (blogs, social networks, etc)…

…they just didn’t know how to “do it”. Most still don’t. Most big old-media outfits (agencies, broadcasters, etc) have well paid clued in strategy bods who are well aware of what is going on. The difficult work is applying it and making it work for the agency, and the client, while not pissing off the audience, while still making a profit, while keeping credibility, while keeping the old-media revenue stram alive. A non-trivial equation in the real world, hughtrain or no.

Which is fine for people like us. We get to figure it out, try things out, get paid and get famous (in a blogosphere relative way) while we’re at it.

As for the Economist, well… never forget current Long Tail boy Chris Anderson used to be the editor…

]]> By: apolaine http://www.polaine.com/playpen/2005/04/10/the-economist-gets-on-the-hughtrain-cluetrain-and-nails-the-coffin-of-advertising/#comment-30 apolaine Tue, 30 Nov 1999 00:00:00 +0000 http://www.polaine.com/writing/?p=58#comment-30 <p>I disagree - I think most big media agencies got "the speak" around mid-2001, but by that time they had sold too many flaky solutions for too much money and lost their integrity. That helped the collapse of the industry for a while too.</p> <p>Remember you were on the ground doing the work at that time and, I'm sure, you got it, as did many of the people we were working for. Just not many of the people we were working for. Remember the gag "If you don't know how to do anything you get promoted to strategy"?</p> <p>Doing it is the hard part, you're quite right, but that's the part that the big agencies tend to overlook when it comes to putting the money in the right places.</p> I disagree - I think most big media agencies got “the speak” around mid-2001, but by that time they had sold too many flaky solutions for too much money and lost their integrity. That helped the collapse of the industry for a while too.

Remember you were on the ground doing the work at that time and, I’m sure, you got it, as did many of the people we were working for. Just not many of the people we were working for. Remember the gag “If you don’t know how to do anything you get promoted to strategy”?

Doing it is the hard part, you’re quite right, but that’s the part that the big agencies tend to overlook when it comes to putting the money in the right places.

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