Gaming the System

The FT has a review of Buzzmarketing by Mark Hughes. Hughes was a marketer at a dot.com (Half.com) who managed to avoid blowing their money on brand building ads, relying instead on creating a buzz through marketing stunts.

Reviewer Gary Silverman takes the review in an unusual direction as he uses it to critique the media industry and its reliance on traditional advertising as its main source of revenue. Silverman recognises that this is an ever shrinking pot and rather than helping journalists with compelling stories, buzz marketing techniques are undermining the business of journalism.

Meanwhile the New York Times has got a great article that shows how the very innovation that helped grow Silicon Valley is now aiding competitors. Despite improvements in profits and growth for valley companies, the number of jobs in the region has fallen by 10,000 since last year. Software engineering being hardest hit.