I was half-listening to a radio article yestaerday about the anniversary of the 45 single. people can usually remember what their first single was.
So it's not just the content that has value, the medium does - and the more precious the medium, the more memorable the experience (even at pocket money prices)
However, I don't think many people would be able to remember their first download. And with music being free for all intents and purposes now, both the message and the medium are devalued.
As advertising channels follow the same pattern - not just a huge swing to digital, but the fragmentation of media - then the message is inherently devalued too. What chance for memorability, no matter how good the content?
Perhaps creative agencies need to find a way to take more control of the medium, the messaging environment - maybe make it more physical, analogue, and memorable?
Media planners what do you think?
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