Saturday, October 3, 2009

The Death of Mass Marketing

Yesterday I mentioned Bob Garfield's book The Chaos Scenario. It is a good, informative, thought provoking and fast read.

It is one of a recent spate of books about the trials and tribulations of the mass media industry - you know, newspapers, TV networks, magazines, books - things you could do in the bathroom where Internet connections are still not the norm.

If you are not in the media business - say you are a local independent insurance agent - why should you care?

Because the large national businesses you compete against have used advertising in the mass media - which you could not afford - to beat you like a rented mule. With that platform in serious decline, those guys can't hit you with it as hard, or at all, anymore.

Now that the bully has lost his club, how can you hit him back? Won't it feel good? Plus, you can make some money in the process.

Bob has put two interesting videos on YouTube that may help you with some ideas. The first is about 3 minutes, the second about 33 minutes. Enjoy.

Here is a link to the longer video -

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