Back in 1965 Hugh Heffner sat down to write what he believed would be a single page, double spaced internal memorandum about why he started Playboy Magazine on the kitchen table of his mother's Chicago walk-up apartment some 12 years earlier. Well six years later the "Playboy Philosophy" had filled some 238 pages across 72 issues of his highly successful magazine. Thankfully, I just don't have that much to say. I started MadisonAveNew.com for one reason only. To make myself famous. I wanted to package myself as a knowledge brand in a very narrow field of endeavor. In doing so I was hopeful that I would raise the value of my opinions and insights in the global consulting marketplace. Of course, like every other brand that I've had the responsibility for launching or repositioning, my first step was to see what was out there and then use that gathered intelligence to create a product that filled a specific need. What I found in my due diligence process was that the blogs, eMagazines and digital newsletters that served the advertising industry were generally written by self-styled "experts" with scant industry experience or absolute outsiders with time on their hands and a burning desire to make their half-baked opinions heard by readers a lot like themselves. It was painfully obvious that those thought leaders and opinion makers who were actually working in advertising had little time or inclination to write about it or read about it on the web. With this discovery process came an understanding of why traditional advertising practitioners were so unenlightened about the emergence of digital media and why interactive advertising practitioners were so ill informed about what makes advertising work. So with that observation as a starting point, I staked out a spot in the desert between the two camps and proceeded to make my presence known to both. Through an active campaign to reach the online readers of AdRants and the traditional readers of Advertising Age, AdWeek and the New York Times Advertising Column I set about building my readership. My strategy was simple. Find a target. Throw a well-placed rock. Identify myself as the vandal. Invite the onlookers to witness more of the same at madisonAveNew.com Of course an important part of this strategy was conceiving a great online URL/Trademark that would inspire interest by virtue of it's own creativity. The miss spelling of a street name that symbolized the advertising industry on a global scale and also identified the problems that beset that industry (nothing new) provided me with a means of attracting the attention I was looking for. And so it was this venue was established. But now what? What is our reason for being? I really should be able to wrap this up in a single well-crafted sentence. The agenda of MadisonAveNew.com is to challenge the status quo in the advertising industry. Period. That should do it for now. If I come up with anything better, I'll let you know.
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