This Week's Herman Trend Alert

Leadership in Normal 2.0

  The Herman Trend Alert

June 5, 2002

The Future of Advertising: Shared Media

Imagine a television commercial in which a group of Boomers is chatting about eco-vacations. The most sophisticated participant talks about a fabulous trip to the Costa Rican Rain Forest. He talks about the adventure, the splendor, the majesty of the experience, how this trip was his first with Lindblad Expeditions, and how he plans to go to Antarctica next time. He compares his experience to the rush of driving his new car, an Infiniti. Finally, we pan to the label on his clothing---Ralph Lauren.

For a while, retail businesses have understood the value of sharing commercial space. We have community banks sharing with supermarkets and assorted quick- serve purveyors combining in strip malls and food courts. Some innovative banks share with Starbucks.

The new frontier of advertising will be shared media. Advertisers have long comprehended that their markets have full psychographic profiles. Savvy researchers can literally identify Tang users on the street.

Agencies have long sought something new, to romance viewers into staying by the tube during the now all-too-frequent-and-long commercial breaks. With two or three minute-blocks, creative directors will have the ability to develop mini- stories to draw us in like long-form direct response copy has for years. If alliances buy multiple time slots, they will have the opportunity to develop a story and reinforce the brands over six to nine minutes. Veterans of TV drama and comedy like Dick Wolf and David Kelley will be tapped to write the scripts. People will stay glued to their sets to see the next installment. Some may even use the actors from the series. That's powerful!

The movement will start with agencies that have multiple accounts sharing the same demographics and psychographics (values, attitudes, lifestyles). Agencies looking for a competitive edge will market this ability to prospects. Advertisers will gravitate to agencies that can help them appropriately partner with others. Other agencies will use strong accounts to attract new clients away from competitors.

Expect further movement towards delivering more value with brand messages in the forms of information and entertainment, beyond belching frogs and dare-devil driving courses you shouldn't try yourself.

© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

Our author Joyce gets quoted in TIME Magazine and other national media on a regular basis. You can, too! Sign up for You will be found by the news media and in Google search: 1. Through your personal search-engine-optimized press room by 39 topics you choose; 2. By news releases pushed out 10 ways including Google News; 3. Be found in the 2020 printed Yearbook of Experts, Authorities & Spokespersons. Save 15% when you register by October 31st @

The Association of Professional Futurists proudly presents its annual online learning experiences on Full Spectrum Futures. Network with leading futurists from all over the world. And best of all, it's free to attend, though contributions are encouraged to help defray costs. For more information, visit here.

Excellent translation services from English, French, or German into Spanish. Especially well-versed in medicine/pharma and automobile industries. 5-year Bachelor Degree in Translation. Also editing and proofreading of all kinds of Spanish language documents. Flexible rates, depending on number of words, degree of difficulty/technicality, and turnaround. For an instant quote email Mariana Campora Lesti at or contact her on SKYPE at marianacampora.

To read this Herman Trend Alert on the web:

Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.

New subscribers are always welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 people in 90 countries, including other websites and printed periodicals. Click here to sign up for the Herman Trend Alert.

Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service.

Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts


[ Home About Products Resources Media ]


7112 Viridian Lane
Austin, TX 78739
Voice: 336-210-3548
Toll Free in US & Canada: 800-227-3566

  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.