If the first issue of The Wall Street Journal for 2008 was any indication, the outlook for advertising is anything but sanguine this year. What makes me say this are the “five trends to watch in 2008″ Suzanne Vranica set forth in a column entitled “Ad Houses Will Need To Be More Nimble” that appeared on January 3rd.
Nimble at what, you wonder? Well, to hear Ms. Vranica tell it, the first pressing issue is “new structure” because “…marketers want more cooperation between the executives who create ads for TV and newspapers and those who craft Web ads or perform less glamorous tasks such as researching consumer behavior.” So, in other words, integration remains the Holy Grail of this business as it has since King Arthur’s round table was a two-top? Continue reading ‘No Idea’
