In the most recent issue of Chief Content Officer Magazine, Kirk Cheyfitz, Founder, Co-CEO and Chief Storyteller of Story Worldwide, reflects on his conversations about ad blocking with other industry leaders at the Wharton Future of Advertising’s 2015 Annual Conference. In the article, titled “The Audience Takes Charge,” Cheyfitz discusses “the most visible and (to the industry) most terrifying symptom of the powerful phenomenon at the heart of the Internet: audience control.” Read the full article on page 8.
In the same issue Cheyfitz reviews the newly released book, Beyond Advertising: Creating Value Through All Customer Touchpoints, authored by Yoram (Jerry) Wind, Catharine Findiesen Hays, and the Wharton Future of Advertising Innovation Network. Cheyfitz writes, “Beyond Advertising envisions a new mental model in which marketing addresses ‘people,’ not, myopically, ‘consumers’ and thinks about ‘inspiring and enabling,’ not just ‘persuading.’ It presents a model where advertising ‘serves’ people instead of just ‘selling’ to them; a model where brands use their $500 billion in annual spend to bring valuable content to people and make “a net positive impact on society and culture.” Think of that. I mean, really, think of it.” Read the full review on page 13.
Want to read more from Kirk Cheyfitz? Find the collection online: http://cmi.media/Cheyfitz