Stuart Elliott, I'm calling you out

[by Todd] Hi Stuart,

It's been a while since we talked. Ok, actually we've never talked. But you once visited The Richards Group and said "excuse me" as you walked out of an agency-wide meeting. Nonetheless, as a friend, I must tell you how disappointed I am in your coverage of the advertising industry.

Look, you are arguably the most influential reporter when it comes to this industry. There are plenty of people writing about advertising, but you cover the industry for The New York Times. How much more clout do you need to ask some tough questions?

Your readers represent the broadest cross-section of any publication dedicating ink on dead trees to report on this industry (and electrons too). Every year tens of billions of dollars are being spent trying to reach the people like those who read your paper. And, at the very same time, your readers are spending more and more money trying to shield themselves from the campaigns you spend so much time highlighting?

Why the hell aren't you asking the questions that really affect your readers? Why aren't you asking the key players in agencies and clients thought-provoking questions?

• Like, "Why are you still developing campaigns that shout at consumers when they keep telling you it annoys them?"
• Like, "How much of your budget are you putting into understanding how new platforms affect the way you use traditional media?"
• Like, "How are you leading your clients into this new age of marketing?"

I know you're up to the challenge. Just over a year ago you even dipped your toe into the subject with an article headlined, "Advertisers Want Something Different". Not to read your clips back to you, but a key quote said:

"It's almost accepted that the model is broken and it's time for a new approach," said Carl Johnson... "No one comes to us for more of the same. Our last resort is an ad, if we can't think of anything else."

So why do ads seem to fill your playlist? OK, I get it that you are a busy guy. Your clip count is quite impressive, 37 full articles in the last two months, plus countless contributions to other stories, briefs, and such. But out of those, only six pieces even mentioned digital media in anything more than a passing reference. And not one, NOT ONE, was an issues piece.

Come on man, you spend more time covering the television industry than the TV critic. These are revolutionary times for the industry you cover. But no one would know it from the agate you generate.

Stuart, push yourself away from the table at your favorite cafe, and risk drawing hurt looks from your cadre of agency flaks. It's time to suit up and wade into the battles shaping the next generation of advertising.

You know I'm always here for you if you a guide to the front lines.

BFF
todd

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