The short version

Joseph Jaffe predicted on May 25, 2005: “Book thesis: traditional advertising - print, radio, and "most notably, television" in the form of the 30-second spot - "no longer works."” Verdict: Partially right. Twenty years on, the 30-second spot has lost share to digital and streaming but US TV advertising still takes tens of billions of dollars annually - the funeral…

Prediction by

Joseph Jaffe

On May 25, 2005

“Book thesis: traditional advertising - print, radio, and "most notably, television" in the form of the 30-second spot - "no longer works."”

Follow-up

Twenty years on, the 30-second spot has lost share to digital and streaming but US TV advertising still takes tens of billions of dollars annually - the funeral was early, the erosion was real.

From the High Caliber AI network — see the AI for PR module in the course.