The medium is not the motivator

May 20, 2009 § Leave a comment

After many years I caught-up with Steve Greenberger yesterday, a distinguished media maven with many years of ad agency experience, particularly planning print.  We could have talked for hours about this and that. Speaking in particular about the performance pressure that continues to get placed on digital media Steve said, “We have to remember that the medium is not the motivator. The medium is the facilitator. Advertising is the motivator.”  

Wise words.

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