The Future Of Mass Communications

Michael Schrage of the LA Times, speaking at the TV Summit 94 began his view of the future of mass communications by saying that the “information superhighway” was a misleading metaphor. The new technology is not about information, but relationships. The area we need to be concentrating on is linking networks together; this will make the new technology more valuable, Michael said, citing the Internet as an example because this has become a gossiping and communication network.

Nick Brien from Leo Burnett spoke about what this new technology will mean for the future of advertising agencies. He began by pointing out that the industry is going through a tough time in that it is emerging from the impact of a recession into massive changes. He answered a series of allegations about the future of agencies in the new technological future: * Will the explosion of digital blow up agencies as well as television? Nick predicted that providing agencies stay focussed on reaching the consumer they will not disappear. * Is conventional advertising in its death throes? No. Consumers will remain conventional for a long while yet, still wanting Coronation Street and traditional press. The difference will be he predicted, that messages will be taken by invitation, rather than intrusion. * Are advertising agencies structured to cope? Nick pointed out that the globalisation of brands and concentration of media ownership will also affect agencies. * What new approaches are needed? 1 Total marketing 5 Embrace technology 2 Solution neutrality 6 Merchandise ideas 3 Invest in people 4 Partnership focus If agencies accept that change is to come, then they can continue.