Business Services Industry
Garfield sobers up forum with bleak vision of ad future.
Australasian Business Intelligence, June, 2007
Byline: Julian Lee
Jun 27, 2007 (The Sydney Morning Herald - ABIX via COMTEX) -- Media pundit, Bob Garfield, addressed the Australian Direct Marketing Association in late June 2007. Garfield warned of a decline of brand advertising, claiming that "old media" is essentially "dying on its feet". He also predicted an advertising landscape in which the media will no longer be capable of delivering mass audiences. Garfield cited redundancies at Time Incorporated and Viacom's decision to spin-off CBS as just some of the evidence supporting his predictions. He also referred to data from Forrester Research that indicates that nearly 50 per cent of consumers believe advertisements spoil their reading or viewing experience.
Publication Date: 28 June 2007...
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