Goodbye media commercial, hello commercial content

Kirk Cheyfitz

Kirk Cheyfitz, managing director of MRM Partners’ The Publishing Agency, believes that the future of the advertising business lies in advertising that consumers choose to view, rather than see as an adjunct to independent editorial content.

Goodbye media commercial, hello commercial content

Kirk Cheyfitz MRM Partners Worldwide

For half a century in America,we have honoured the myth thatmedia content and the advertising accompanying it must be carefully separated.We have stuck to this mythology even though most magazines have longfavoured their advertisers in editorial mentions,even though product placement in movies has become commonplace and even though what is seen on broadcast TVis completely dependent on what advertiserswill pay for. But that era of pleasant myths is drawing to a close.

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