William Goldman said "Nobody Knows Anything." He also wrote Butch Cassidy & the Sundance Kid, Marathon Man & the Princess Bride. See the link in the headline for what he meant.
In media, as I hope I have explained, nobody knows anything. What works, what doesn't; long or short commercials; first or last in break; TV or Posters; Print or Radio. I'm not complaining, this lack of a scientific approach has kept me in work for 17 years. Google frightens Media agencies because they are using alogrithms to find the audience. Google is frightened of Facebook. Facebook is scared of Twitter. And somewhere in a garage the next Twitter is being born.
In Media - Nobody Knows Anything
Everybody Lies
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