Alex Bogusky and John Winsor from CP+B have just launched their new book Baked In, which champions the idea that products and brands that have an intrinsic value will render traditional advertising methods unnecessary. The book is filled with “recipes” to create a product and or business with the ability to generate a buzz on its own.
During the book launch Q&A, an audience member asked Alex about the future of advertising and if he feels that traditional mass media will be left behind. He rejected the use of the word “mass” saying how today its more about targeting specific niche markets, giving the example that a prime time TV show these days will only reach a small percentage of TV viewers. There are so many channels that everyone is able to watch something based on their specific interests. In his opinion, traditional forms of media will NOT disappear but continue to layer upon each other.