Web WonderAll things web related plus a few surprises

New Media in the Refined Market Place

THE MORE THINGS CHANGE: OLD BOTTLES NEW WINE

While watching the 2007 edition of that great American excuse for a food-fest, the Super Bowl, I was reminded of a bowl telecast moment from twenty three years ago. During the 1984 SuperBowl broadcast, a landmark TV commercial aired for Apple Computer to announce their newest paradigm altering creation, the McIntosh line of computers. In the intervening years that spot which spoofed the “big brother” aspects of George Orwell’s novel “1984” has been hailed as one of the most brilliant commercials ever. Many people remember the imagery but I find the words interesting. “Today we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology where each worker may bloom secure from the pests of contradictory and confusing truths.” I’d call that amusing and confusing double speak.

Seeing those words on paper now reminds me that they were just as confusing as a lot of what we hear today regarding “new media”, “legacy operations” and “the shifting business landscape.” To most of this I say that it is a case of talking enthusiastically about the shiny new bottles but what they must hold is old wine. Sure, people are getting their news in different ways, web sites are proliferating like mushrooms after the rain and many of us feel we are drowning in new technical device overload. One hundred and twenty five years ago the transformative technology was the telephone and fifty-five years ago, it was television. In fact many pundits predicted that TV would kill off radio and the movies.

Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.

George Orwell

New media really means new ways of delivering information and sales messages but the fundamental paradigm hasn’t changed, it is still the “old wine” of investment, revenue, profits and losses. Yes you do need to be digital and your messages have to fascinate, inspire and educate those who you want to influence, the same requirements for success as in 1907. They have to make an emotional connection with a consumer who is free to purchase your offering. Though the very first ad-marketing messages may have been painted on cave walls, we can easily track the more recent timeline for newspaper, telephone, radio, TV and now the internet. It is true that the popular pathway for your message to reach its target seems to be reinvented about every fifty years! Most likely the Internet is the new standard that will be supported by all the other forms of traditional media.

There are some ideas so wrong that only a very intelligent person could believe in them.

George Orwell

So, don’t be intimidated by the new jargon that you don’t yet fully understand or by the young guru that tells you that everything about the way you do business must change before the end of the year if you are to survive! Yes, your content must be well thought out and match the new delivery systems. Of course clever ideas, showmanship and creativity will help separate you from the plodding crowd. The human yearning for having dreams fueled, for tribal inclusiveness, and survival haven’t really changed since flint was a high tech tool. No matter what the bottle looks like, the rules for making great wine haven’t changed.

Nelson Davis

Multi-Emmy Award Winning Executive Producer, Making It!

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About the Author

Atlas TV, Meliha Ramusovic creative director, Harvard Business school, executive education 1/2

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