Editorial

A new approachWho says you can't teach an old dog new tricks? Or use an established medium in a way different from before? Not those who have read the pretty obvious signs on the future direction of advertising, that's for sure.Take...

A new approach

Who says you can’t teach an old dog new tricks? Or use an established medium in a way different from before? Not those who have read the pretty obvious signs on the future direction of advertising, that’s for sure.

Take television as a case in point. The days when advertisers had wagon-loads of money to saturate the medium, hoping some of their message would hit its target, are receding quickly into a roseate past. But that does not mean advertisers and their agencies should despair. It does mean, however, they have to learn new ways to use this most pervasive, most persuasive medium.

One example from the auto industry – Nissan’s rather tony Infiniti – serve to make this point well. As a story elsewhere in this newspaper recounts, Nissan had a problem with brand awareness of Infiniti but could not spend large sums on mass tv advertising. So the automaker’s agency conducted its own study of media habits in 250 households affluent enough to buy a car that could cost upwards of $60,000. The study found, contrary to conventional wisdom about the wealthy, that they do watch a lot of tv, but their choices are selective – and quirky. And, so, too, were the agency’s when it bought time to reach these people with its advertising message.

The justifiable preoccupation these days is over the need to find better ways of targetting messages. Too often, this is construed as a need to find new media products and not often enough as using existing ones more wisely.

we have a new publisher.

She is Kathy Hamill, current publisher of Playback, a sister publication to Strategy.

Hamill retains the role of publisher of Playback, but will devote the majority of her time to Strategy.

‘Kathy has proven to be a very fast learner and excellent manager,’ says Jim Shenkman, the founding publisher of Strategy and president of Brunico Communications.

‘Kathy completely understands our concept of what a business publication should be, both for readers and advertisers, and she’ll bring a lot of new ideas to Strategy,’ says Shenkman, who now becomes executive publisher of Strategy.

‘Kathy and I have been working together for the past year in the same relationship of publisher and executive publisher of Playback,’ he says. ‘While she looks after all aspects of the day-to-day sales and marketing, I’m there to act as a resource and to stimulate ideas. I’ll certainly continue to keep my finger on the pulse of the marketing sector, which is particularly important as we develop spin-off products around Strategy. There are so many ways we can provide additional services to the marketing community and this should free me up to enhance Strategy as a core product.