Back to school

Across America it’s back to school time.  Families are getting used to packing lunches, the joys of nightly homework and arranging after school activities.  It’s also a time when work calendars fill up as people return from vacations, supposedly refreshed.  Of course in America they don’t take the long vacations that are common in countries such as France and Sweden.  Instead they stretch to ten days, or two weeks if they are feeling particularly brave.  Either way, Americans are now ready to do battle with the economy while their kids do battle with mathematics and English.  In the world of communications and marketing in general, the summer is a quiet period where only a real crisis will garner much attention.  The Fall on the other hand is a period where news floods out as businesses launch products and make acquisitions.  The flood of news does of course make it harder to get people’s attention.  You are, after all, competing with others for your fifteen seconds of fame (the Internet equivalent of Warhol’s prediction).  So does this make sense?  I appreciate it is difficult to get things done over the summer when so many people are away and the argument goes that: what’s the point of announcing things when nobody is around to read about it?  I’d argue that in the age of social and online media, the summer is no longer a dead time for getting attention.  It is merely a dead time for people seeking it.  While I was away I checked on the news, industry and otherwise, everyday on my iPhone and I’m not that unusual.  With today’s technology people hear about the news whether they are at work on a south pacific island.  So it makes me wonder whether companies should rethink summer media madness and use the fact that attention is easier to get to their advantage.  Perhaps, therefore, it’s time for us communications folk to go back to school…

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