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Print media…will soon be an oxymoron


Today I happened to glance at an article that is tacked to the wall of my cubicle.  Honestly, I rarely cut out articles, but this one seemed to be so futuristic (it was the end of 2008), yet intriguingly possible, that I had to keep it. The article in question – “Five Years From Now, Media Will Be Totally Intangible” by Steve Rubel in Ad Age. (Now you too can tack a copy to your wall…and you’re welcome.) The articles begins:

I want to make a bet with you. I wager that by January 2014 almost all forms of tangible media will be either in sharp decline or completely extinct in the U.S. I am talking about not just print but all tangible forms of media — newspapers, magazines, books, DVDs, boxed software and video games.

At the time, I am not going to say that I was unaware of the technological advances that were gaining speed, but I really didn’t think that it would happen so quickly.

Since the start of 2009 (a very brief look) –

  • Hulu gained popularity.
  • Blockbuster closed over 900 stores, to date.  If you go to Blockbuster.com you can download movies (ala Netflix).
  • In 2009, Circuit City closed and Virgin Megastore ceased to exist in the US.
  • Borders is closing in 2011.

Additionally, online banking and invoices have become so popular, that the US Postal Service is considering to shorten their work week.  Do you even know how much a stamp costs nowadays?  Right…didn’t think so.

Just like the individuals who left comments to Steve Rubel’s article, I too was a bit skeptical.  Funny thing is…now it seems like 2014 is too far into the future.

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Filed under: Business, Green, Marketing, Tech, , , , , , , , , , ,

Advertising of the future, brought to you by BMW Germany


Forget print, banner/Internet or mobile advertising… BMW is taking the advertising to a whole new level.

BMW Germany is literally getting into consumers’ heads, by burning its logo onto the insides of their eyes.

I know, that sounds sort of freaky, but it’s actually quite ingenious.

Using pioneering new “flash projection” technology, BMW is testing a cinema spot in Germany that does not feature a visible logo. Instead, a bright photo flash occurs during the ad, and a few moments later the audience is asked to close its eyes.

At this point, the audience sees an after-image of the brand that has been created by the flash. The letters “BMW” appear before them, in the same way that you might see a bright spot if you had been looking at the sun and then closed your eyes.

Check out the spot in the YouTube video below.  Obviously, you won’t get the same effect, but you’ll learn how BMW Germany put the commercial together, and see real-time reactions of the audience.

Who knows, this may be a glimpse into the advertising of the future…

Filed under: Business, Marketing, Random, Tech, World, , , , , , ,

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