Your compass in a changing world

In this article, James Murdoch, of News Corp and BSkyB, argues that marketers are operating in a fragmented media world on the one hand, and in increasingly interconnected societies on the other.

Your compass in a changing world

James MurdochNews Corporation, Europe & Asia and BSkyB

Marketing to today's consumer is a hard business. Audiences are fragmented. People have no time to listen. They're cynical, media-savvy and more clued up than ever. Long gone are the days of Thomas Jefferson, who once observed that advertising was the only bit of a newspaper you could trust.

There is some basis to all of the pessimistic talk we hear about marketing and advertising. I've made more than my share of terrible decisions in marketing, and I've been talked into, or talked myself into,...

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