The Chaos Scenario

I can think of at least oThe Chaos Scenario_1248279815591ne person in the traditional media who might benefit from reading Bob Garfield’s soon-to-be-released book, the Chaos Scenario:

Scheduled for release Aug. 3, the book documents the converging forces he believes doom mass media and mass marketing as we’ve always known them. The historic disintegration of “mass,” he writes in the introduction, “will change your media environment in dramatic ways. It will change the advertising industry in melodramatic ways.”

In the second half of the book, Garfield goes on to discuss what he calls the “art and science of Listenomics,” which begins with the recognition that neither marketers nor any other institution accustomed to dictating from the top can do so for much longer. Garfield prescribes a series of measures in the digital-technology and social-media realms for not only listening to the “group formerly known as the audience,” but treating them as stakeholders with much to contribute to a brand, and to every aspect of the economy and society.

Change isn’t coming — it’s arrived.  Deal or die.

2 Responses to “The Chaos Scenario”

  1. 1 Bruce Wednesday, July 22, 2009 at 10:26 am

    Listenomics? Oh man, another throwback to Eighties catchwords. I have to object to that. But:

    “They’re still an audience,” he writes, “but they aren’t necessarily listening to you. They’re listening to each other talk about you.

    Are you going to tell her, or should I?

  2. 2 JJ Wednesday, July 22, 2009 at 11:13 am

    Bruce – 😆 I’ll let you do it 😉

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