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Routing Information Protocol (RIP) is an exchange between the gateway and host routing information standards. RIP is an interior gateway protocol. In the national network such as the current Internet, many for the entire network with routing protocols. As the formation of an autonomous system for each network, has its own routing technology, different AS systems, routing technology is different.
art&commerce Synergy R.I.P. Media companies bid farewell to bad business I Richard Laermer n 1999, “synergy” was one of those I learned a lot of lessons from have it. They’d see the toy action ﬁg- is the author of words you’d type into LexisNexis 1990s salesmanship while research- ure and need to see the movie. TrendSpotting: Think Forward, Get Ahead and and get 1,000 stories back. ing how people behave in corporate Once upon a time, the heads of Cash In on the Future Some folks, like me, thought syn- offices for my book TrendSpotting. big companies kept their jobs by (Perigee Books, 2002) ergy represented the collective My prevailing belief is that invest- not playing their customers for and the founder of RLM brainpower of a group working ors, buyers and pundits are all about fools. But during the last years of Public Relations in New York. He can be reached together toward the same goal. On to lose faith (ahem, are already los- the unstoppable bubble, you could at firstname.lastname@example.org. the other, more lopsided hand, big- ing faith) in the cluttered madhouse pick up the Boise Gazette and read gigantic-colossal media companies of committees that constitute com- about an AOL Time Warner exe- felt it meant crossing boundaries panies like AOL Time Warner and cutive’s plan to “get” the public and mediums. Blatant push of prod- Bertelsmann Worldwide. everywhere possible. The not-so- uct! A movie company strikes a toy I peeked into corners and other gullible people read this and just deal with McDonald’s so every kid offices at the turn of the century, said, “Nah.” at every table is playing with a ﬁlm and there everyone was, dreaming Salesmanship never had a chance. character; soon that movie works its that—ah!—anything was possible. The first lesson of closing a sale is way into every corner of our lives Corporations openly swore that that in order to sell twice, you have until we are forced to see it. they could force-feed consumers a to sell successfully once. Before 1999 In 2002, synergy was asked to bottom-line synergistic mentality we called that Sales 101. leave the table. Corporate America with tentacles that greedily reached The second lesson, now making a has been forced to stop waxing on out to get the money everyone was comeback, is basic: Listen to con- about its ability to “convert” cus- so darned anxious to spend. sumers, develop what they want and tomers into paying for one thing just Of the many firms whose stocks bring it back to them. What was in because they like something else. are currently flailing in the wind, the water that made companies Some companies merged because of media companies are the ones that believe that one product could sell the fantastic notion that we were acted as though “synergy” was just another just because the two coexist? this bunch of fools waiting to buy easy marketing! They really believed Sales 103 may be the hardest les- things because we’re already there. that everyday people—you know, son to learn. Pitch customers a clear, Or maybe we bought them because ﬁckle consumers—would view some- unadulterated message. For heav- they were in front of our faces. thing on a monitor, on a television en’s sake, don’t shove things down Now everyone laugh. set or in a magazine and just have to people’s throats. EASTERN CLASSIFIED MARKETING Eastern Edition 770 Broadway, Regional Sales Director Sales Director: Brian Chester Mktg Services Dir. Rachel Bell New York, NY 10003 Linda D’Adamo Mgrs Liza Reich, Randy Larsen, Promotion Art Dir: Hillary 646-654-5125 Fax 646-654-5351 646-654-5115 Fax:646-654-5352 Jr.; LA Reps: Gary Gomez, Friedman; Assistant Mgr. Special Denise Larsen Washington, D.C. Bureau Ami Brophy VP/Publisher NY Sales Manager Projects: Jennifer Minihan 202-833-8184 Fax 202-833-8672 MARKETING/MEDIA & RETAIL DIVISION 800-7-ADWEEK Fax 646-654-5313 Michael Candullo President Mark A. Dacey CIRCULATION Midwest Edition Marketing/Media Group President Account Managers 200 W. Jackson Blvd, Suite 2700, PRODUCTION Director Mary Barnes Michael E. Parker Sandra Dent, Diane DiDominici, Dir. Planning & Operations Chicago, IL 60606 Retail Group President Mark Holdreith Assoc. Circ. Dir. Michael Nass 312-583-5500 Fax 312-583-5504 General Manager H. Todd Hittle Robert Hamerslough Adeline Cippoletti Circ. Mgr. Richard Chung 646-654-5125 Fax 646-654-5351 Production Director Detroit Bureau List Rental Info. 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Matt Lennon 770-569-1540 Fax 770-569-5105 Management), Deborah Patton (Communications), WESTERN DIRECTORIES 646-654-5560 http://www.adweek.com Joanne Wheatley (Circulation) 323-525-2276 Fax 323-525-2391 Publishing Director Southwest Edition Account Managers Mitch Tebo Editors Carlynn SUBSCRIBER SERVICES: 1717 Main Street, Suite 3300, Chironna, Tammy Karten, Allen 1-800-722-6658 Dallas, TX 75201 President & CEO Michael Marchesano Jacki Leigh, Lisa Zeni 214-290-9960 Fax 214--290-9983 McCormack, Bryan Wells CUSTOMER SERVICES: Chief Operating Officer: Howard Lander Vice President/Business Development: E-MAIL: email@example.com Western Edition John van der Valk CONFERENCES & EVENTS: 5055 Wilshire Blvd., NEW ENGLAND VP/Marketing Mary Beth Johnston Los Angeles, CA 90036 Vice President Human Resources: Director: Matthew Pollock Sharon Sheer 617-482-0876 Fax 617-482-2921 SVP/Sales Wright Ferguson, Jr. 323-525-2270 Fax 323-525-2391 Chief Financial Officer: Joseph Furey Manager: Shanny Bang Account Manager EVP/Editor-in-Chief Sid Holt President - VNU Expositions: Greg Farrar Conf. 1-888-536-8536 San Francisco Bureau President - VNU eMedia: Jeremy Grayzel William J. Callahan, Jr. www.adweek.com/adweekconf President Michael E. Parker 415 -249-6000 12 ADWEEK August 19, 2002 www.adweek.com
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