[lit-ideas] Re: For the long-term trendwatchers among us
- From: Carol Kirschenbaum <carolkir@xxxxxxxx>
- To: lit-ideas@xxxxxxxxxxxxx, Anthro-L <ANTHRO-L@xxxxxxxxxxxxxxxxxxxx>
- Date: Mon, 07 Aug 2006 06:51:45 -0700
Brings to mind a funny and disturbing film, _Spinning Boris_--a factual
account of how Boris Yeltin was "sold," American-style, to the voters,
although he started at the very bottom of the polls. An American ad team was
brought it to do the deal. (The DVD includes interviews with these guys, who
also wrote the movie.)
Carol
----- Original Message -----
From: "John McCreery" <john.mccreery@xxxxxxxxx>
To: "Anthro-L" <ANTHRO-L@xxxxxxxxxxxxxxxxxxxx>; <lit-ideas@xxxxxxxxxxxxx>
Sent: Monday, August 07, 2006 6:18 AM
Subject: [lit-ideas] For the long-term trendwatchers among us
> It's not global warming, but you might find interesting the following
> piece I just wrote for bestoftheblogs.com
>
> =================
> It has been a number of years since I read Hedrick Smith's 1990 <a
> href="http://www.hedricksmith.com/topics/theWashingtonPowerGame.shtml";>The
> Power Game:How Washington Works</a> and began to consider the
> implications of Smith's thesis that, by allowing candidates to speak
> directly to voters, TV had (1) weakened local party organizations, (2)
> concentrated campaign management in the hands of the "professionals"
> (pollsters, strategists, media buyers) who claimed to understand the
> new medium, and (3) trapped members of Congress in a never-ending
> fundraising ratrace, to pay off the costs of the last campaign and
> finance the next one. If you are curious about the material driver of
> Congressional leadership opposition to Howard Dean's 50-state
> strategy, with its focus on local party building, look no further.
>
> Today, however, the online edition of <a href="AdAge.com"> Ad Age</a>,
> brings me this story.
>
> <blockquote><b>Continuing Decline in TV Selling Power
> Cites 50% Drop in Viewers, 40% Hike in Prime-Time Ad Spend Over Last
> Decade</b>
>
> By Abbey Klaassen
>
> Published: August 06, 2006
> NEW YORK (AdAge.com) -- A study is about to give Madison Avenue a
> fresh pummeling: McKinsey & Co. is telling a host of major marketers
> that by 2010, traditional TV advertising will be one-third as
> effective as it was in 1990
>
>
> <b>Shocking statistic</b>
> That shocking statistic, delivered to the company's Fortune 100
> clients in a report on media proliferation, assumes a 15% decrease in
> buying power driving by cost-per-thousand rate increases; a 23%
> decline in ads viewed due to switching off; a 9% loss of attention to
> ads due to increased multitasking and a 37% decrease in message impact
> due to saturation. </blockquote>
>
> Anyone care to join me in speculating on the <b>political
> implications</b> of this development?
>
> --
> John McCreery
> The Word Works, Ltd., Yokohama, JAPAN
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