The Book update: 90% done, a new title, focus areas and some information on the release.

Late last year I made a commitment that I would write a book in 2020.

The initial premise was ‘The Optimists Guide to Media Planning’ - a book which focused on planning and where it was going.

As 2020 as progressed, so has the book. And so has the concept. It’s broadened beyond media planning - it’s about the broader area of advertising & media.

And what it aims to do has also broadened - it aims to open up information and knowledge on 6 key areas that cover the industry and provide an inclusive source of information for people working with it, or looking to enter it.

One thing I really notice working in media and advertising is the reluctance many of us have to ask questions about areas that we need to feel more comfortable asking questions about. It’s almost like we are afraid to ask when it comes to the below areas:

• Media
• Advertising
• Effectiveness
• Technology
• Strategy
• Career Development

So the premise and title is now ‘Everything you wanted to know about media & advertising, but were too afraid to ask’. 

The amount of information and subject matter expertise we in media and advertising need to know now is massive. The breadth is significant, the level of depth keeps increasing, and new variables keep getting added. And this impacts all of us, regardless of role.

The Background: People in the industry, or new and prospective entrants, feel uncomfortable asking questions about key knowledge areas in advertising and media as they worry it will make them look silly.

The Hypothesis: These 6 areas are the main foundations of knowledge for the industry. But they’re often glossed over in training and most formal education doesn’t cover them in a practical sense.

Problem dimensions: What is media and its role. What is advertising, its purpose, its history. What does effectiveness mean, what are the key principles. What technology do I need to be aware of? How does strategy work and how can I contribute? How do I build the requisite skills and approach to build a career in advertising?

The concept: Everything you’ve wanted to know about advertising & media … but were too afraid to ask.

One book that covers:

• Media - its origins, history, influential companies, its evolution, the POPE framework, convergence, commercials, how it makes money, future drivers
• Advertising - when it started, the economic and industrial drivers, the key influencers, great campaigns and what made them great, how it works, where it’s heading, why it’s more exciting than ever
• Effectiveness - what it means, the originators - Hopkins, Caples, Osborn; key theories and research - Calder, Romaniuk, Sharp, Tellis; brand salience, brand image, distinctiveness, congruence, attention, reach & frequency, engagement, channels, share of voice, cues
• Technology - clear and concise explanations around Data (1PD, 3PD, usage, privacy, legislation, provenance) Cloud, ML, Artificial Intelligence, Ad Tech (ad server, DSP, Programmatic, Addressable, Search, DCO), Marketing Technology (email, CDP, marketing automation, conversion rate optimisation etc)
• Strategy - problem solving, strategy fundamentals, Michael Porter 5 Forces, Lafley and Martin 5 steps, S&/Booz&Co Strategy That Works, Mckinsey Model.
• Career Development - career fundamentals, industry churn and contributors, the 5C’s model - Curiosity. Critical thinking. Consensus building. Commercialism. Closure)

 Can be read cover to cover, in sections or just by problem. A jump-off point to get the need to know info, or to inspire further investigation and research.

At present it’s looking at around 300 odd pages, plenty of tables and examples, easy to read. It's open to all experience levels - it'll hopefully be a great intro to new starters around core concepts and variables facing the industry; as well as a good refresher for those with more experience.

The goal is to create a book that can be frequently referred to - and one that provides clear and concise explanations of concepts that occur frequently. I’ve thought about all the questions I’ve been asked and tried to address everything. The timing feels right as we are in the midst of an extraordinary event and many of us (me included) are looking at how we sharpen our existing skills. as well as learn new ones.

The hope is to have a finished second draft by end of September. At present it’s about 90% complete - it's being done around work, COVID and everything else. It doesn't have a publisher at present - if one came along that would be amazing, but I've devised a plan on how it can be self published and reach the audience it needs to reach.

I’d like to publish a run of print copies, as well as make it available via e-book. Price wise it’s likely to sit around $20-30 for a print version, around $12-14 for an ebook. It’s not a for profit endeavour so any profit will be donated to a cause. The price needs to be accessible - a core premise of the book is to make the info easily and readily accessible.

Can I get your help? If this would be something you might be interested in would you mind sending me a message or an email? Or a comment if you have anything to add on it?