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Advertising created it, and then killed it

by joe golfer
2 replies
Jo Coombs says advertising created long copy, and then killed it -- helped by clients who have to approve every single vowel and consonant before an ad could be run. But only long copy can generate the "engagement" so longed for these days.

For long copy to flourish again it needs investment by the advertising industry | Media Network | Guardian Professional
#advertising #created #killed
  • Profile picture of the author Raydal
    Interesting article. The main reason for the death of long copy
    is given as the client's faults. They are the ones who most often
    oppose the use of long copy because "nobody reads anymore."

    Partly it’s about client pressure. Veteran UK copywriter Neil French famously noted, "‘How many times have you been in a client meeting, and he’s announced 'People don’t read copy anymore'". This coming from a man with a newspaper poking out of his briefcase. And if you point this out, he says, "Well, I do, of course. But the public doesn’t."’
    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author Steve The Copywriter
    I say chaps, jolly good news that you good people from the US of A are paying close attention to the media trends here in good old blighty.

    We discuss all this at the Henley Regatta, between matches at Wimbledon and of course at Ronnie Scotts club. Not forgetting the Ivy at lunchtime.

    Best not to mention Gleneagles.

    Anyway, those lefty rascal journalists at The Guardian keeps tabs on it all.

    Always worthing browsing through it.


    Steve
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    http://www.warriorforum.com/warriors...right-now.html
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