Mark Brownstein had an interesting essay in Advertising Age, in which he talks about the challenges facing advertising today. Here in the UK, the amount of money spent on intenet-based ads just surpassed the amount spent on newspaper ads, and there's a lot of confusion and alarm about where this is all headed. As you'll see, Brownstein has a different slant on it:
"Folks, the new media that we live with today has forced us to go back to our roots and remind us of what business we are in: ideas. Any kind of idea. But certainly not one with a pre-destined media scrip attached to it. It has to be a free-form idea, applicable to anything, anywhere. Like a microsite. Or a guerilla effort. It's OK to recommend print, or direct mail, but it's made more relevant when it drives you somewhere, like the microsite, to seek more information about the brand."
He goes on: "A lot of people in the advertising business bemoan the state of the industry today. But I think it's incredibly exciting. And so do a lot of copywriters and art directors I talk with. Think about it: The discipline of coming up with a concept, without pre-destined media vehicles, is very liberating. I'd argue that it disciplines a creative team into having a laser focus on solving the marketing problem, without being encumbered by the "where" phase of the marketing plan. Better ideas are being birthed. Creatives are having more fun. Clients are getting better work. And, ultimately, advertising will continue to be relevant and effective for years to come."
Personally I'm not so concerned about advertising, but I think what he's saying can apply equally well to writing of all kinds. I'm thinking about how best to respond to all these changes in terms of my own career--hmm, is that anxiety I'm feeling, or excitement? Probably both!