April 13, 2010
 

Fiddler On The Net: Sunset, Sunrise!

fiddler2.jpg

By Bill Blummer

Sunrise, sunset
Sunrise, sunset
Swiftly flow the days
Seedlings turn overnight to sunflowers
Blossoming even as we gaze

It's Dec 31st, the last day of 2005 at 6:04am. I'm home, alone for the moment in my downstairs office with my family still asleep. The sun is beginning to rise. As I use this quiet time to ponder the year--and the evolution I've seen personally since the turn of the century--I think, look how far we've come.

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Is this the little girl I carried?
Is this the little boy at play?
I don't remember growing older
When did they?

And where has all the time gone? What will 2006 be like? We all live the new digital media world, now everyday of our lives. It's part of our cultural fabric at this point. Projections say it'll have another very strong year. Some numbers as high as 26% increase. Pretty good for a ten year old media business. With estimates to topple $12billion in ad sales, it's fair to say the Internet has arrived. But where does that leave other media?

From my view, too many people are pessimistic. The forecast in print looks more challenging, but that's because there's little consideration of the larger, integrated deal. On it's own the Internet will grow, yet packaged with print media with long term brands with a history of performance, we could all be dancing on rooftops this year. It bodes well for everyone; the marketer, the agency and the publisher.

fiddler4.jpg

When did she get to be a beauty?
When did he get to be so tall?
Wasn't it yesterday
When they were small?

So here we are the end of 2005 and the Internet landscape continues to evolve with both new and traditional magazine brands. One exciting entry is Parade.com launching on the shoulders of Parade Magazine's 34 million homes. We've waited patiently over the past decade by concentrating on our core brand of print publishing. And now is the right time. With new content, interactive polls, promotion through the magazine and huge volumes of web traffic, we'll be fiddling our song up and down Madison Avenue this year!

fiddler11.jpg

Sunrise, sunset
Sunrise, sunset
Swiftly fly the years
One season following another
Laden with happiness and tears


More integration seems to be happening on the client and agency side of media planning as well, which should also bode well for increased budgets that will be moved to digital marketing. Clients especially seem interested in looking for more integrated opportunities from their print partners asking for ways to execute these integrated promotions and ad campaigns.

fiddler8.jpg

What words of wisdom can I give them?
How can I help to ease their way?
Now they must learn from one another
Day by day
They look so natural together
Just like two newlyweds should be
Is there a canopy in store for me?


As we end 2005 we must also ask the question. What is the next big thing? Who is the next Google? What will the next forms of media look like? For one thing, much of it will look like media we already know and much of it will be different. Handheld's and wireless will continue to evolve in usability and content delivery as ad models evolve in that nascent space.

Tonight when the ball drops in time square at midnight, one million people are expected to be live and in person surrounded by some of the brightest media of all. Signs. Oh and yes, those signs will be seen globally by 100's of millions around the world as technology itself integrates traditional media with new.

fiddler7.jpg

Sunrise, sunset
Sunrise, sunset
Swiftly flow the days
Seedlings turn overnight to sunflowers
Blossoming even as we gaze


The sun has now risen and I hear the sounds of footsteps shuffling upstairs. It's always fun to project to the year ahead with optimism and excitement; but also to reflect on 2005, and consider the cost of those who either entered into a new field or chose instead to stay on the sidelines. However, no matter where we've been or are destined to go, we're all faced with a brave new world. The new Madison Avenue will challenge each of us as we bring both traditional and interactive media together; as we all put our futures on the line.

I smell the coffee brewing and am enjoying this last bit of quiet time. I can't wait for the day to begin and even more for the new year. I draw on the inspiration of my family and will do my very best in 2006 to be an integrated media matchmaker. It's always been that way with me. There's a lot to be said for tradition!

fiddle10.jpg

Sunrise, sunset
Sunrise, sunset
Swiftly fly the years
One season following another
Laden with happiness and tears


A Traditional and Interactive media veteran, Bill Blummer is a senior sales executive at Parade Magazine. His background also includes stints at Time Inc., Excite@Home, CMP and other integrated publishing companies. Blummer has served as a board member on the IAB and is an active participant in on-going industry initiatives and events. He can be reached at: bill_blummer@parade.com

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