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A Murdoch Talks Tough at NATPE

Jan 28, 2010  •  Post A Comment

Shine Group head Elisabeth Murdoch told NATPE attendees that they need to buck up in the face of tough economic times and follow their audiences into social networking, the Los Angeles Times reports.

She said that "we all act more like a victim support group than a gathering of dynamic industry leaders,” adding that NATPE and other gatherings “are rapidly dominated by worries about falling advertising revenues, of the difficulties of recapturing the mass audience of yesteryear, or the fear that new entrants like Google and Facebook now control the agenda."

The answer, she said, is to “catch up with what our audience is doing," by embracing social networking, adding that "We must end our traditional, one-dimensional attitude. … We are at the start of something exciting — a model that can lead to a new kind of commerce."

–Elizabeth Jensen

One Comment

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