The New York Times weighs in today with this lengthy article–which made it to the front page of the Business section in the always-thick Sunday edition.
About Dan Goldgeier
Dan Goldgeier is a Seattle-based copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.
For me the most cogent point in the article is this:
“Time is running out,” said Eric Schmitt, senior analyst at Forrester Research and the author of a recent report called “What Next for TV Advertising?” “At some point, it’s going to be impossible not to acknowledge that the medium is overvalued as an advertising vehicle.”
Mr. Schmitt says he expects that by 2007, time-shifting and ad-skipping will begin putting considerable pressure on the prices that television networks can charge for commercial time.
While this will also take some time, I look forward to the day when TV no longer sits atop the creative pyramid of importance. And whichever medium replaces TV atop said heirarchy needs to be the one that actuallly moves product, be it point-of-sale, internet or advertainment.