The Convergence Advertising Trap

Here is the latest in the series of essays, TV News in a Postmodern World. This piece examines the practice of creating TV ad campaigns with an Internet element and why I believe this is ultimately detrimental to the future of local broadcasters. While stations are making money off of these — along with the companies that offer them — there’s a danger of complacency in the need to catch up with what’s really taking place online.

The Convergence Advertising Trap

Local television is in deep trouble, folks. MediaPost’s MediaDailyNews reported yesterday on a Wall Street advertising conference and began the story this way:

TV ISDECLINING IN IMPORTANCE,” and integrated marketing and channel-neutral planning is hot as marketers rethink their mix and the roles of their ad agencies within it.
This is not going to go away, and the disruptive innovations pounding at our business models aren’t just fads. We need to do more than cut expenses and stunt on the revenue side to survive.

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