Ever since the popularization of the Internet, Advertising has changed drastically. But that doesn’t mean that the people involved in advertising have. There seems to be a great divide between those who have embraced digital advertising, and those who have not. It seems to be a case of the old having a hard time adapting to the new.
Fast Company’s article “The Future of Advertising” relayed how many seasoned advertisers are in fear of losing their job. The article mentioned of a Swedish company called Hyper Islands, known for making creative digital media, opening a New York school. Most of the attendants are middle aged individuals who have been working in the industry for 10 years.
One part of the article that struck me was in one of their meetings, almost half of the students didn’t know what twitter was. That came as a shock to me. How can an advertiser afford not to know what twitter is? Do they even know that in blogging, there is one space between sentences and not two? Today, society is extremely segmented and traditional advertising isn’t always the answer. What used to work, is no longer effective.
For me, though, this news is rather encouraging. I don’t have a lot of experience making high-end TV commercials or magazine ads, but I do spend a lot of time on the Internet. I tweet avidly, facebook, have several tumblr sites, blog, follow youtubers, and more. I love and adapt to new things. Change is good, especially technological improvements. I hope that as I get older, I will be able to keep adapting to change.