Magazine article Marketing

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Magazine article Marketing

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Article excerpt

The rise of sexy new media outfits has seen many of the best sales staff rush to join the dotcom boom. The irresistible lure of paper millionaires and share stock options, fuelled by mega-marketing spends, was often enough in itself.

As boos go bang and mangos go pop, for some who jumped ship the cyber adventure has ground to a sorry end. The phenomenon has yet to reach US heights, but an inevitable online consolidation will bring further shake-out as seed funds run dry.

Even so, the drain of the dotcom dream on the traditional media sectoris real. It is a phenomenon that has struck deep into not only the heartlands of our sales forces, but within marketing and editorial teams as well.

Caughton the hop, the mature media sector is now actively working to dispel the myth it is no longer an equally sexy proposition. This means making more of the opportunities it can offer both new and existing staff.

Many have been complacent for far too long, happy to rely on reputations and brands alone in drawing in and keeping the best of the new talent. …

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