If a savvy advertiser had approached Glenn on the week of his launch with an offer of $10,000 for a lifetime ad, would Glenn have taken it?
Are advertising execs wondering even now how to spot and embed in the rising blogs? (One way to do it would be track the rise of very small blogs within the ecosystem over a year.)
Today’s Wall Street Journal has a long story on GM’s advertising strategy going forward. (Subscription required.) GM “sent two big marketing messages this week when it said it would give up its sponsorship of the Olympic Games after Beijing next year: It needs to be nimble rather than locked up in long-term obligations, and it is continuing to pull away from traditional forms of advertising,” reported the WSJ. More:
The move is the latest sign of how GM is aggressively rethinking its approach to marketing. With TV viewers increasingly able to skip ads, many big marketers are questioning the effectiveness of TV advertising. GM, struggling to turn around its business, has a particular incentive to get the most bang for its buck.
“The media landscape has changed and our marketing strategy has changed,” says Ryndee Carney, a spokeswoman for the auto maker. “We are looking for ways to be more flexible instead of entering into a 10-year deal … We need to be able to move faster because business is moving faster.”
A long term deal with Glenn would have been a very smart thing. As would strategic sponsorships of rising web talent. A lot of small but significant bets on emerging bloggers is an excellent place to start.