Hey, itīs all flying at 30,000 ft above my head anyway; Iīm still fighting with the problems of getting that perfect print digitally down on paper...
To take this away from the technical for a moment and just look at marketing and advertising in a different non traditional way, I suggest everyone that produces artistic content for any form of commerce to read this short article.
The author is not advocating anything other than an open thought process to identifying, marketing and selling goods and though the article does not go into the details of high tech, web play, or mention much about traditional advertising, he does make one major statement about how under the line and over the line mindsets should be erased.
I know right now most of my clients (ad agency and direct) are searching to find a balance or better put, a way to "converge" their traditiional advertising assembly lines (and streams of income) with new ways to attract and engage a consumer.
Or as this author states, every client is looking at ROI, regardless of the media.
This is just the beginning of the process and whether we like it or not, in advertising, theatrical even fine art, the only person who's final say maters is the consumer.
Another point the author makes is a lot of marketing success happens on the street level, usually regional.
Ask any fashion merchandiser which option they would prefer . . . 12 free pages in vogue on 6 extra POS displays in Walmart, JC Penny, or Neiman Marcus.
I think you'd be surprised at the answer.
What plays well in Manhattan may not resonate in Des Moines and this is where tradtiional media falls down and this is where new technology can offer a quickly adjustable form of visual content without delay, that is tailored to each specfic market.
In my view, what I think you will see happen is a change in priorities.
Televsion marginalized print and radio, and major advertisers moved to the model where 70% of the budget goes to broadcast. Now there is a rethink were the budget goes where it has the most effect and I believe the days of the big budget tv spot are coming to an end.
Where convergence comes in is the word ROI. What works for the web should work for TV and should work for print because they all are going to share the viewership.