There Is Most Certainly Life After the :30


During the bathroom breaks and :30 coffee breaks we are allowed here at Adrants headquarters, we have finally finished Joe Jaffe's book Life After the 30-Second Spot. Actually, we finished it about two weeks ago but, again, we aren't allowed much time here to do anything serious what with all the stunt marketing and cleavage out there that had to be given our journalistic excellence. So, finally, we've found a few moments to hide from the Adrants Overlords to reflect on Jaffe's book and share our thoughts with you.

Firstly, there is most assuredly life after the :30 for you big television marketers who are freaking in your pants over the so-called death of the :30. Certainly, as Jaffe claims in the book, the :30 in its current incarnation will see a painful death but all is not lost. In the book, Jaffe points to ten rock-solid approaches marketers can follow for continued marketing success as the :30 continues to deliver less and less each day. From gaming to on-demand to consumer-generated content to long-form content to experiential marketing and more, Jaffe lays out a clear pathway for marketers to follow when the :30 pathway begins to crumble beneath their feet.

Jaffe has split the book into three sections. The first makes a solid argument for why the :30 is and will become a very ineffective ad tactic. The second urges marketers to rethink they way they approach their consumers, their branding, the relevance of their advertising and their ad agencies as they fight for survival against a dying model. Finally, the third section offers the above mention solutions which bring insight and hope to the future of marketing.

If you care about your brand, if you care about your clients, if you care about the specific medium in which you work, you must read this book. It will put your mind at ease and give you the motivation to move beyond outmoded thought, long-entrenched paradigms and ineffectual strategies.

by Steve Hall    Dec-15-05   Click to Comment   
Topic: Agencies, Brands, Opinion, Television, Trends and Culture   

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Most of us know, but I think itís important to note that Jaffe offered this book to bloggers for free in exchange for a review on the Across the Sound podcast. The result is multiple positive reviews (including this one) for simply the cost of advance copies of this book. With so many thousands of marketing books published each year, it takes folks like Steve Hall and others to add a touch of credibility to stand out from the pack. Jaffe not only wrote a fantastic book, he also exemplified a key PR blogging tactic that we can all take into consideration for future clients.

Posted by: Greg on December 15, 2005 3:25 PM

Thanks, Greg. Just to be clear, Joe sent me the book well before he launched his "free book in exchange for a review" promotion. I just read really slowly. The fact is, this book is good. It's a wake up call. It's well worth the read. I expect no mention in return for my review. In fact, Joe and Steve have already mentioned Adrants on Across the Sound a few times already so it's all good:-)

But yes, it is worth noting the promotion.

Posted by: Steve Hall on December 15, 2005 4:48 PM