attention industry

Too Slow To Sell.

We’re reaching the point where traditional media is too slow to function as a marketing / communications channel for some creative products.

The mechanics of new media, and new modes of distribution, don’t sync with old media production schedules.  A notable portion of the entertainment value, and therefore monetary value, of old media products, is in their function as a mechanism of review and cultural arbitration.

But the production cycle for new creative products is rapidly outpacing the traditional production cycle of media.

This is already becoming a problem for Advertising and PR.  Consumers know about products, and desire them, long before the legal release date.  As such, business is lost to leaks, pirated versions, etc.  Part of what forces the early release of information is the old media production cycle - everything needs to be planned far enough in advance that magazines, TV specials, media buys, and other reviews can be placed.  The end result is an informed customer with unfulfilled desires.

Don’t be worried about people not wanting to buy newspapers, or magazines, or watch TV via traditional cable.  Worry about when Advertising, PR, and Marketing realize old media is ruining their ability to satisfy customers, and plan a mass exodus for media with a shorter production cycle.

Working strictly through blogs, podcast, online advertising and traditional short lead publication, the idea of waiting six months to buy something you know you want seems archaic.

Consumers are already voting for speed, and near-instant gratification with their attention and their media purchases.  Once the promotional engine follows them, and takes the sponsorship, content, and interest with them, the real trouble starts.

Culture is faster than old media, now.  It’s just a matter of people getting comfortable enough with the idea to let the realities of the new attention cycle dictate where they try to build buzz.