Have you ever gone back to your old neighborhood and noticed that everything looks smaller? It’s not because you have gotten bigger, it is because we tend to fill up empty spaces with more stuff: bigger houses, sheds, plantings and more houses. It’s what man does. We build and we plant.
This is how I view the media world. Man likes to build more forms of media. And we add clutter and density to the existing ones. Our job as marketers, planners and media agents it to find new ways to share out targeted messages. New exciting ways. Ways that move customers closer to a sale. Let’s not add clutter, let’s open new vistas.
Think new. Don’t think add-ons or media extensions. New.