The Costcofication of Media

I can’t believe I’m doing this, but go to Strumpette’s post on “The Costcofication of Media.” The post, written by an “honored guest,” is very good:


Consolidation is inevitable in all commerce. American consumers have discarded all notions of quality, product differentiation and brand allegiance. Consumer goods are purchased at Costco by families queuing up 10-deep with extra-large $350+ cartloads of clothing, food, furniture, electronics, camping gear, tires, “entertainment,” and anything else for which the company has been able to make a profitable deal. It’s easy to vilify Costco and Wal-Mart, but consumer preference for one-stop shopping and the lowest price are obviously key drivers in this.

And so goes the Costcofication of media. As corporate marketing budgets tighten, and internal communications staff is cut, and turned over to junior (read less expensive, more easily abused) people, it is inevitable that corporations will look to outsource more and more communications functions and projects to PR and advertising agencies and marketing firms. Giovanni Rodriguez terms it “a crisis of identity” for agencies. I would call it a crisis of quality for clients. The result is that many corporations have inadvertently chosen to do one-stop shopping for a cart full of generic, low-cost media.



Author: Paloma Cruz

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