Author Archive

Campaign Strategists Should Redefine “Opinion Leader”

Richard Notarianni March 11th, 2010 No Comments

The 50 pages of the latest Pew Internet & American Life Project’s update on American news consumption are full of intriguing information. When you realize that the creation and shaping of “news” is an integral part of marketing, the impact of this study on our work is quite significant.
According to the study:

37 percent of Internet users have actively contributed to the creation, commentary, or dissemination of news:
25 percent of Internet users have commented on an online news story or blog [...]

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The Whale Blubber in Advertising

Richard Notarianni February 24th, 2010 No Comments

I just read a brilliant interview with music visionary Brian Eno in The Guardian. The last section, “On the end of an era,” made me think about the advertising business.
“I think records were just a little bubble through time, and those who made a living from them for a while were lucky. There is no reason why anyone should have made so much money from selling records except that everything was right for this period of time. I always knew [...]

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Too Little Action?

Richard Notarianni December 21st, 2009 No Comments

When I think back to the early days of the digital media era, I find that we spent far less time debating the meaning-of-the-medium-as-a-medium and more time actually doing stuff. Does anyone else think it strange that we have social media sites with 300 million members and yet there’s never a shortage of participants debating the role of the medium? Did everybody get burned so badly building their store on Second Life that they’re afraid to venture into the social [...]

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