What will advertising be like when I grow up?

Wow. This little one asks a profound question. Clearly, she senses the great speed of change transforming the art and science of TV persuasion. Indeed, right now, at that speed of change, the cheese continues to move again and again and again. Just when you think you’ve got it figured out, technology leaps and the media-consumption capriciousness of the masses shifts.

It doesn’t seem fair does it? Well, little one, life isn’t fair. So, as enlightened promulgators of the Message, how shall we then communicate?

Our counterparts in general market television advertising aren’t waiting for lightning to strike and the media elements to naturally reveal the truths of commercial manipulation in a changing world. They’re joining forces to study what techniques will draw the huddled (around the TV) masses… and move them to act.

Their effort is called, “Beyond :30” and is a $1 million-per-year study going on in Australia to figure out what kind and type of TV advertising the people will watch. Backed by American marketers, agencies and broadcasters, this never-ending project is tirelessly working to determine how to get all of us to watch a commercial in an environment where viewing habits keep evolving.

Are there any lessons for us? Maybe. Besides the boot camps at the annual gathering, I don’t see much cooperative thinking and research going on. From time-to-time we have the opportunity to link up with like-minded producers and agencies on projects. Still, wouldn't it be great to create a consortium of Christian communicators cooperatively focused on getting the Message consumed in a whirlwind of media changes.

Well, little one, I’m not sure what advertising will look like in the future. What I do know is that if we really believe what the Message says, then we have a mandate before us. If we choose to accept that it, then we will discover the way to carry it out after we ask, seek and knock.

You know... faith of a child and all.