The Age Of Noise

The author addresses the problem of establishing customer relationships in the Age of Noise - the most information and clutter-rich era in the history of civilisation.

The Age of Noise

Establishing successful customer relationships amid all the volume

Paul Allen Allen & Gerritsen

I have a new appreciation for irony. For months now, I have witnessed, and participated in, the most significant era in the history of advertising. By every measure – dollars spent, air time, volume of media – the rise of advertising as one of the world’s fastest growth industries has been epic. During last year’s Christmas selling season alone, one radio ad sales representative told me, ‘. . . a station today can realize 35 percent revenue growth by just answering the...

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