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BoSacks Speaks Out: Where Relationships And Creativity Matter

This article at MediaPost is about a digital perspective written with a digital focus. Nonetheless it is a must read. Not only is it a decent article, I also found it a little scary. Why, you may ask? It is the language that the author is using to describe the digital advertising space experience. The concepts and the expressions are straight from the magazine playbook.

By Bob Sacks
Published: October 21, 2010

This article at MediaPost is about a digital perspective written with a digital focus. Nonetheless it is a must read. Not only is it a decent article, I also found it a little scary. Why, you may ask? It is the language that the author is using to describe the digital advertising space experience. The concepts and the expressions are straight from the magazine playbook.

"Let's think profoundly about what makes users feel excited and then connect with them in a way that makes them feel special."

"The whole concept of great advertising is great creative,"

"Advertising campaigns should break your peripheral vision and engage consumers on all screens in a way that is genuine, sincere and, above all, creative."


You could, and probably do, use the very same language in your own offices, but you use the same words and concepts to sell and distinguish the difference between print and on-line. For some time now print has hung its worth on engagement. This article is suggesting that on-line can and should seek the same type of engagement, using the same or perhaps even better creativity that "makes users feel excited and then connect with them in a way that makes them feel special."

To me this means more than linguistic parity. It is a salvo and precursor to the time (no later than 2020) when digital will command more advertising dollars than print for the magazine industry.

 

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