May
30
Digital Is Disrupting Everything, Including This Print Article
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Disruption was on the minds of several Advertising Hall of Fame inductees I interviewed over the last couple of months.
Their attitude was “transform or die,” in the words of Kay Koplovitz, who founded the first cable TV network.
But as Irwin Gotlieb of GroupM pointed out, transformation is easier said than done. In our economic structure, the financial markets value a disruptor “in a very different way” than they value an operating business. Traditional media operate on a price-earnings ratio of 15 to “maybe” 20, he said. With disruptors, it’s 220-plus, so companies like Netflix can afford to spend up to $10 million per hour for content.
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