I hate to admit this, but I think Brian Sheehan, associate professor at Syracuse University's S.I. Newhouse School of Public Communications, is spot-on. There just may be too much competition for the available dollars. The net effect being that it is exponentially driving down margins, limiting volume (the number of projects or accounts), so that the business has become commoditized.
Years ago I attempted, within my realm of contacts and influence, to make the case for commoditization, without really much impact. I stand vindicated? Unfortunately.
Read Sheehan's article for yourself. Comments?
http://adage.coverleaf.com/advertisingage/20100426?pg=50#pg50
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