“Branded widgets are the refrigerator magnets of the Brave New World,” says Bob Garfield in a lengthy Advertising Age article. He examines widgets, compares them to specialty advertising and dubs them “the magical connection between marketers and consumers.”
Garfield notes the widget space will “amount to something like $100 million.” Though not a small sum, he also adds, “it’s a sum even an endangered species such as NBC Universal can shake out of the sofa cushions.”
He spoke with Jackson Fish Market Founder Hillel Cooperman who laments marketer’s malaise and his frustration with their lack of interest in widgets. While marketers seem to clearly understand the day’s of the :30 spot are numbered, confoundedly, they act like a deer in headlights when it comes to moving ahead with alternative methods of marketing.
