Throughout this current recession there have been any number of articles on what a marketer should do as budgets are cut and departments become ghost towns. A great many are sales pitches disguised as serious thought pieces. A desperate advertising agency white paper says, “You have to keep advertising. Seriously, you must. Our jobs depend on it.” Branding consultants often cite stacks of academic research that recommends retaining a branding consultant. It goes on and on.

Breath of Fresh Air

But every once in a while you’ll find someone who gets right to the point with research that even the finance folks can agree on, and does so with a refreshing, thoughtful style. Such was the case when I came across “Making Lemonade, Insightful Thoughts and Notable Facts on Growth in Recessionary Times.” You need to check it out.

Buffett Quotes Never Hurt

“Making Lemonade” is chock full of examples of those who launched successful businesses during recessionary times and the sobering news that half a million businesses failed in each of the to prior recessions. If you’d rather be counted among the former, instead of the latter, give it a read. You’ll find some nice quotes from our hero in Omaha too. And he’s never a bad person to reference when making your case to save or increase a marketing budget.

Later.

Over the past few months, we’ve witnessed a perfect storm of news about radical changes in how TV programming is delivered to viewers. For example:
•    The rise of Hulu.
•    YouTube delivering Sony’s full length movies and tv shows.
•    Adobe Flash available for television.
•    The introduction of mobile TV service, and more.

What does it all mean to the advertisers? To the cable, ISPs, and telcos? To consumers? We don’t have the answers, but we do have some of the questions that TV advertisers should be asking themselves right now.

1. How will the networks sell and how will marketers buy advertising time on TV, when it’s uncertain when and how often any given program will be “on?” Will more advertisers adopt the Hallmark Hall of Fame model – name sponsorship of programming? We’re seeing some evidence of things moving in that direction now with shows like “Top Chef” being sponsored by Glad.  Will we see more of this?

2. How will cable and telecom TV services change how they generate revenue – for example, will they provide access to the home/business free, then make revenue from specials, PPV, proprietary content etc.?

3. Will TV become truly interactive, with viewers able to click through get more involved or to response instantly? We see evidence of that now with “poll questions” and the like on shows like “Sportscenter.”

4. How will where people watch TV – living room, at desk, on the road – impact advertising messaging and creative?

5. Who are the potential losers if multiple services let anyone access any video at any time – TIVO? Netflix?  Blockbuster?  What about the future of movie theaters? Or of premium content (i.e. “Entourage”) on networks like HBO?

6. Which model will be most successful – YouTube the trendsetter, or Hulu, part of an established media group with proven ad revenues?

Are we asking the right questions? Do you have any of the answers? It’s your turn to comment – the link is just an inch away.