I haven’t finished reading it yet, but I’m enjoying Joseph Jaffe’s “Life After the 30-Second Spot” so much that I can’t wait any longer to post about it.
After all, I don’t have to read every single page to know I’m reading one of the year’s most important books on advertising and marketing.
It’s that good.
I may not be able to contain myself about this book, but my giddiness is nothing compared to the author’s, who said last month in his blog, Jaffe Juice, that he would issue free copies of it to any “business/marketing/advertising-related blogger” who would agree to review it, in a bold, enthusiastic attempt to prove “that new marketing works” and “that the blogosphere is profoundly good, powerful, effective and constructive.”
Joe believes that alternative media – as opposed to mainstream (MSM) media – can help push his book past the tipping point.
I believe he’s right.
I believe he’s right about a lot of things.
Like when he says, on page 203 of “Life After the 30-Second Spot,” that, “If there’s a common thread that ties together the changes on both the consumer and the marketing sides, it can be summed up in one word: control. Consumers have it; marketers don’t.”
Or, on page 57, when he says that, “Today’s consumers feel they are owed something of value and they should receive it pretty much on cue. They have a sense of media entitlement, and with that comes the instant gratification of content. The consumption of media is no longer viewed as a privilege (was it ever?) but as a right. And the process of controlling, customizing, and personalizing the inflow of content is seen very much as a mandatory, not an optional, extra.”
Or, on page 118, when he writes the following: “Any argument against the Internet is really just a short-sighted ploy to stave off the inevitable. The Web is an idea whose time has come and constitutes a sea change in terms of how brands are built, fortified, and preserved.”
And, finally, on page 3, when he proclaims that, “The real truth is that there couldn’t possibly be a better time to be working in this business. The opportunities are endless, and they’re there for the taking, but I stress that preconceptions, political alliances, and fiefdoms have to be summarily dismissed; resistance to change will be futile, and the ability to take risks will prove to be essential to navigate through a brave new world.”
What Joe seems to be trying to tell readers on every page of his new book is this: meet the new marketing. It’s unequivocally not the same as the old marketing. Wake up and smell the coffee, or else….
Joseph Jaffe. I believe he’s right about almost everything he says in “Life After the 30-Second Spot” (at least what I’ve read of it so far). And I believe you will, too.
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