MedeienSchau
Frank Zazza, the «Godfather of Product Placement,» speculates in the youth-oriented spin-off of Stern (motto: «Actually, we should grow up") about the future of TV advertising: "Branded content is actually the same thing (as PP, ed.), only it's..."
Frank Zazza, godfather of product placement, speculates on the future of TV advertising in the youthful offshoot of Stern (motto: "Actually, we should grow up"): "Branded content is actually the same (as PP, the ed.), only much more money is made with it today. It used to be great if a series hero had a certain beer can in his hand. Today, entire shows are written to showcase products. (...) We are currently developing a system with which the price of a placement can be reliably quantified. On a scale of ten levels, we assess whether a product is only in the background, whether the brand name can be read, whether the actor uses the product and possibly even talks about it. (...) My industry will also expand to other media: Music, for example. If a rapper drinks Dom Perignon, why shouldn't he advertise something else in the song? A song is also advertising space."
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The intelligentsia paper emphasizes the merits of good old-fashioned print advertising and asks somewhat hypocritically: Is the history of advertising over after the new economy party? The latest trends and events - Microsoft's announcement that it will support ad blockers from mid-2004, or the predictions regarding the increase in hard disk-based TV consumption - can be interpreted to mean that it is not advertising that is dead, but those new media that believe they can captivate the recipient with a program scheme and force them to consume interruption advertising. (...) What Seth Godin recommends as a new advertising strategy (namely permisson marketing, the ed.) has long been common practice in newspapers, for example: you can't stop newspaper readers from skipping advertising unless it's good advertising, advertising that captivates and respects the recipient as a communication partner.
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Media editor Simon Bärtschi mocks the media synergies in the wake of "Music Star": "Switzerland has a new TV format that is overwhelming everyone. First and foremost Swiss television. SF DRS is being overwhelmed by its own success. (...) 'Music Star' works according to the tabloid principle: nobodies are built up into stars, exposed and dropped. Anyone who produces tabloids and at the same time is outraged by their effect is naive or hypocritical. But even the tabloid professionals at Ringier are out of their depth with 'Music Star'. (...) The "Fröhlich Theater" organized by Blick was hair-raisingly hypocritical and virtually became the case of 'Borer light' overnight."
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The intelligentsia paper emphasizes the merits of good old-fashioned print advertising and asks somewhat hypocritically: Is the history of advertising over after the new economy party? The latest trends and events - Microsoft's announcement that it will support ad blockers from mid-2004, or the predictions regarding the increase in hard disk-based TV consumption - can be interpreted to mean that it is not advertising that is dead, but those new media that believe they can captivate the recipient with a program scheme and force them to consume interruption advertising. (...) What Seth Godin recommends as a new advertising strategy (namely permisson marketing, the ed.) has long been common practice in newspapers, for example: you can't stop newspaper readers from skipping advertising unless it's good advertising, advertising that captivates and respects the recipient as a communication partner.
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Media editor Simon Bärtschi mocks the media synergies in the wake of "Music Star": "Switzerland has a new TV format that is overwhelming everyone. First and foremost Swiss television. SF DRS is being overwhelmed by its own success. (...) 'Music Star' works according to the tabloid principle: nobodies are built up into stars, exposed and dropped. Anyone who produces tabloids and at the same time is outraged by their effect is naive or hypocritical. But even the tabloid professionals at Ringier are out of their depth with 'Music Star'. (...) The "Fröhlich Theater" organized by Blick was hair-raisingly hypocritical and virtually became the case of 'Borer light' overnight."
