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A while ago I mentioned how I enjoy reading the paper version of books and magazines rather than the electronic alternative.
Sadly, because of the availability of such things in China, I have little option other than to pull out the iPad or Kindle, and that makes me sad, because there’s something I love about the physicality of a book.
I’m the same with DVD’s.
Despite having more computer data storage capacity than America at home, I still prefer having the original [or in China’s case, the ‘inspired by the original’] film or documentary.
I previously thought it was because I liked seeing them on display as it was a permanent visual reference – and reflection – of all I’ve discovered and been touched by over the years, and I still stand by that view, despite the fact there was always a bunch of stuff that I hadn’t got round to enjoying yet.
However I recently came across a letter that appeared in the UK Guardian newspaper that gave another reason why we shouldn’t be so eager to get rid of paper books and I absolutely loved it.
Don’t get me wrong, I’m not trying to start a Paper vs. E-book debate because that would be as ridiculous as those TV vs. Digital debates, however too many people – especially in adland – like to dismiss ‘old’ simply because it’s old and for me, that’s as misguided as dismissing new, simply because it’s new.
Let’s face it, there are unique and specific advantages and disadvantages to most things in life [and that is definitely the case where books and ebooks are concerned] so any decision should be based – amongst other things – on ‘what helps convey the idea to the audience in the most powerful and meaningful way’ possible … but sadly, I don’t think that is always the case because I’ve met some people who make choices based on whatever is the new, new thing available for use.
And to me, that is one of adlands biggest problems.
We have seemingly become so obsessed with being associated with whatever’s being touted as the ‘next big thing’, that we will happily walk away from any effective platform simply because it’s not the latest thing.
It seems some don’t even care what that latest thing is, they just want to be linked to it because they think it makes them look – or feel – relevant.
In essence, it appears they have stopped caring about being associated with creativity that infiltrates society and liberates business and just want to be seen as being on the cutting edge of cool.
Now while I wholeheartedly believe we should always be exploring, embracing, creating and pushing possibilities, it should never be at the expense of developing ideas that have real emotional value to an audience – so if you ever meet someone that dismisses a platform simply because ‘it’s old’, kick them in the face because they’re doing our industry as much harm as the accountants.
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