Trust, Transparency and Authenticity: Review of 4As Transformation Conference - By Jack Myers

quotSelf expression is the new entertainmentquot commented Arianna Huffington in her opening keynote address at the American Association of Advertising Agencies Transformation Conference last week in San Francisco In her wellreceived talk Huffington set a theme of quottrustquot quottransparencyquot and quotauthenticityquot that was reiterated by several speakers throughout the threeday event Pointing out that many in the marketing advertising and media businesses are viewing media quotthrough an obsolete prismquot the founder of The Huffington Post argued that while professionals may deride people who engage and participate for free the future is optin and quotwe cannot use an analog map to find our way in a digital worldquot With a great deal of industry focus on the paywall experiments being conducted by media companies Huffington suggested quotpaywall discussions miss the point Those who believe the content provider is at the center of the world are the equivalent of 39flatearthers39quotThe 4As event was just one of several last week and was preceded a week earlier by the Interactive Advertising Bureau conference which emphasized the priority issues for accelerated growth of the online advertising business At the forefront of these priorities is the need for leadership and guidance in a complex and challenging environment Unfortunately Yahoo CEO Carole Bartz seemingly tonguetied after advising the audience she could not and would not curse in response to California39s strange NoCurse Week blew her opportunity to display such leadership at the 4As event where she was roundly criticized for her rambling ineffective and generally misguided talk to more than 1000 attendees from the advertising community In my subscriberonly report this week I share insights on Bartz39 presentation as well as on the comments of Arcature39s Larry Light McCann Worldgroup39s Nick Brien Comcast39s Steve Burke Unilever39s Kathy O39Brien and three magazine industry senior executivesJack Myers Media Business Report is published every Monday exclusively for corporate subscribers If you believe you are a subscriber and should be receiving the extended subscriberonly version of this report please contact Jack Myers at jackmediadvisorygroupcom For subscription information click here Corporate Subscribers please click on the link to log in and read this complete commentary httpwwwjackmyerscomcommentarymediabusinessreport86844957html

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