An open letter to the newspaper and magazine publishing industry

Because you are all suffering from the death of a thousand cuts!

Advertising budget cuts that is.

There is a very one-sided alliance between the Advertising Industry and the Media. Secure because of a huge myth, that myth? – "Advertising Works" – well it doesn't.

Now the highly inefficient advertising industry is beginning to desert you to spend their Clients' money on a totally unproven media – Web 2.0, a medium hostile to the very concept of one-way advertising.

Blaming you for the inability of their futile advertising to work.

Why don't you start to question the effectiveness of advertising? Or rather the lack of it! After all you have the resources together with the research to allow you to refute advertising's' preposterous claims!

And are you going to allow two or three thousand creative people, who don't understand the process of communication, to destroy a perfectly good media infrastructure painstakingly built up over many years?

After all, all they have is some geeky gobbledegook relating to technology, which confuses Clients and customers alike, and means absolutely nothing of any value.

And why, when we have an ageing population, do we have advertising aimed at potty-trained juveniles?

Recently at a Media Conference held in Wales, one Client warned the audience, "Change or Die"!

Unfortunately for us Advertising Agencies will not change. So unless you do something soon we will all loose the one reliable source of information available – you, newspapers and magazines.

You have to do something because the rising blizzard of commercial clutter is driving your customers elsewhere and why should we all loose out because of Advertising Agencies and their highly inefficient way of conducting business?

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