Chapter One
The End of Mass Media

Whosoever desires constant success must change his conduct with the times Niccolo Machiavelli

If there are still people out there who think that mass media is a viable business, please give them this book. The continued fragmentation and proliferation of media touch points and content alternatives makes reaching masses of audiences difficult and aggregating them even more difficult.
Why would you even want to reach a mass audience at a time when there are truthfully very few remaining mass products? With more than 40,000 products up for grabs in an average supermarket (according to MSNBC), the only mass that is present these days is mass confusion, distraction, and clutter.
Even the once revered Coca Cola is not as mass as it thought it was. The cover of Business Week's December 20, 2004, issue was aptly titled "The Real Problem, or Gone Flat." With C2, Diet Coke, Diet Coke with Lem ... read full excerpt from Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising ebook