The Cruel Crossroads of Communication Channels

I sit at an unusual junction of media convergence. This “cruel crossroads,” as I call it, includes creative, marketing, print and education. Now don’t get me wrong, I’m not an expert in all of theses channels, but I do have a unique and unusual view of the traffic that heads up and down the highways of these related industries and that collides at the cruel crossroads.

As I see it, there is a need for collaboration across these and many other channels—or verticals—to achieve profit and business success for all today.

Recently, a “Print Confessions” blog on PIworld.com shared five “things” that a print salesperson should should share with young designers. BTW, things are defined by experienced based knowledge.

Well, I see this as a problem. We no longer live in a business world in which one helps another. We live in a business world in which the need to collaborate across identified and covert channels is the future.

Sure, a print salesperson should tell a young designer those five “things” mentioned in the blog (a well-written blog, I may add), but the young designer should tell the print sales person five more “things” in turn. And the marketer should hear those 10 things and share his/her own five “things.” Same goes for the educator when he/she has been included in this expanding discussion.

The cruel crossroads is a roadblock of sorts. The crossroads is a trap—trapping knowledge by bypassing the exchange point that a crossroad offers by using a series of short cuts.

I’m not saying the “Print Confessions” blog is wrong. I’m saying its right, but did not go far enough.

I have said this many times before…print is NOT the only link in the chain of communications; it is one of many links that can be duplicated within the chain depending on the program and the marketing need. Print—as well as other related media—is, as they say, “Not alone.”

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Thaddeus B. Kubis is an integrated marketing communications, media convergence, and experiential marketing evangelist.

A passionate believer in the integration of all online and offline media, inter-digital integration, unified communications, the measurement and ROMI of any marketing program based on results, Thad acts as profit advocate for his myriad of clients.
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