Posts Tagged ‘Advertising Age’

Twitter kills the PR star

Monday, September 13th, 2010

“The long-suffering, much-maligned press release, I’d argue, finally died this summer,” Simon Dumenco says in Advertising Age today.

They’ve been replaced by Twitter, and the last nails in the press release coffin were driven by BP (with another failure), JetBlue and, finally, Kanye West.

“[I]ncreasingly, the news media has a nifty new way of ‘reporting’ entertainment news: regurgitating celebrity tweets,” he writes. “It wasn’t that long ago that a celebrity with something ‘important’ to put out there, like an apology, would automatically say it through a tightly controlled protocol, like a set of engineered sound bites delivered via a well-staged interview. Now 140 characters or fewer suffices.”

But, “Of course, press releases will probably continue to stumble along, zombie-like, for years to come, because too many PR folks are still heavily invested in grinding them out,” Dumenco says.

Print vets find move to digital tough

Tuesday, March 23rd, 2010

Digital media operations no longer look toward print veterans when it’s time to hire, Advertising Age says. Where print folks once had an edge in experience, these days the transition is proving more difficult.

“Now digital media has become so intricate — with so much of ad sales revolving around technology and ongoing campaign optimization — and the talent pool has so deepened that print devotees are no longer go-to candidates. In fact, it’s closer to the opposite.

“When we look nowadays for talent, we don’t look for that person,” Penry Price, VP-global agency development at Google and formerly an ad sales executive at magazines including Us Weekly and Rolling Stone, told Ad Age. “We look for someone who’s not a print seller. We look for someone who’s a lot more analytical. We’ve found a few in print, but it’s gotten more complex.”

Print vets who are hired tend to get jobs with less responsibility, which translates to less pay, the article says.

The article also provides five tips for getting yourself in position to make the move from print to digital.