Excerpt from “The Chaos Scenario” – Bob Garfield
Book Excerpt: The Death of Everything (from Chapter 1, pg. 22-23)
There was a time, essentially the six centuries since Gutenberg gave the world moveable type, when various political, clerical and commercial elites could speak to the masses and feel confident of having an attentive audience. For the past four centuries, mass media were funded or at least subsidized by mass marketing, which piggybacked on what we now call “content” to issue messages of its own. Like the eternal co-dependenceof flowers and bees, this was an extremely convenient symbiotic relationship for those involved. Or if you prefer a more spiritual analogy, imagine the media yin coupled snugly with the advertising yang, a transcendent oneness yielding cheap or free content for all. Well, that’s over — or damn near.
In the digital age, that time-honored symbiosis is coming apart. It’s happening slowly enough that most consumers haven’t really noticed. But it’s happening quickly enough that media and marketing are in big trouble — trouble that I believe will send the world spinning into a post-apocalyptic post-advertising age. In this chapter and the one following, I intend to prove that to you. Meantime, just think about what’s happening all around us.
The Chaos Scenario is the new book by Bob Garfield of Ad Age and NPR that predicts the end of the mass media/mass marketing era, the rise of Listenomics and the post-advertising age, and the period…