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It's About Time We Got Smart About Chaos

On August 3, Advertising Age columnist Bob Garfield's book, Chaos Scenario, will be released. The content has been previewed for a quite a while, and I cited it a few years back. Since the time of his first column about it, titled “A Look at the Marketing Industry's Coming Disaster,” much of what he projected has come to pass.

Monday, July 27, 2009

Garfield's original writing focused on the shift away from broadcast media, but he might as well have been talking about all traditional media (which he did in later articles, and in this upcoming book. Here are some excerpts from that April 13, 2005, column:

A disaster it's been for media, especially for magazines and newspapers, and even for traditional direct mail. One of the primary revolutionary forces has been social media. Three years ago the average Internet user spent 0% of their time with it; today they spend 16%—or  about ten minutes of every Internet hour—on Facebook, Twitter, MySpace, or other forms of social media such as the B2B sites LinkedIn, Plaxo or Pulse.

The availability of “word of mouth” connection online has been available for a while, but not like this. Recently, the Wall Street Journal reported the following about a product launch at General Mills:


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About Dr. Joe Webb

Dr. Joe Webb is one of the graphic arts industry's best-known consultants, forecasters, and commentators. He is the director of WhatTheyThink's Economics and Research Center.

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